Connecting with an untapped audience is the ultimate form of marketing success. Such is the goal for Andy Cohen, cofounder and CEO of Caring.com.

Among the nation's fastest-growing demographics, Baby Boomers caring for aging loved ones are hungry for information. However, Web sites tailored to this group have been surprisingly scarce.

"More people are living longer, but not always carefree," says Cohen. "There's really a tsunami of care needs coming our way."

To address these needs, ...