Our Story
In March 2023, JJ Elliott Hill and Natalie Elliott Handy experienced firsthand how fragmented and overwhelming support systems can be while helping transition their mother into a skilled nursing community. As they navigated the emotional and logistical challenges of that moment, they were struck by how many usable care items were left behind—while others in their community were quietly going without.
That realization sparked a deeper question: Why is it so hard for neighbors and communities to support one another when the need is so real and the resources already exist? From that moment, CareForward was born—not just to redistribute items, but to bridge the gap between need and support and to help communities show up for one another in practical, meaningful ways.
What began as a personal experience evolved into a broader mission to build real community infrastructure. Alongside the Sisterhood of Care and initiatives like the Confessions of a Reluctant Caregiver podcast, JJ and Natalie set out to create a platform that connects people, organizations, and volunteers—turning goodwill into action and isolation into connection.
Today, CareForward enables communities to mobilize time, talent, and resources quickly and responsibly, helping individuals remain safe, supported, and connected where they live—proving that when communities are given the right tools, neighbors truly can take care of neighbors.
Natalie Elliott Handy, MSW
CEO of CareForward
Natalie Elliott Handy, MSW, is a seasoned healthcare executive with a passion for serving others. Natalie has over 24 years in the health and human services industry, she has worked with children and their families, partnering with local and state level government agencies and community organizations, to meet critical mental and behavioral health needs.
She takes pride in being seen as a mental health concierge, helping families and agencies navigate the system to find the most appropriate service. When gaps in the continuum are identified, Natalie responds by creating new services and programs. She believes in the power of advocacy, using her voice and position to bring macro level change on the local, state, and federal levels, serving on committees, task forces, planning groups, and boards. In August 2022, she was honored to be appointed by Governor Glenn Youngkin to serve on the State Executive Council for Children’s Services. Natalie has a passion for training, offering education and information to positively impact others, both internally and to the community at large.
Natalie received her Bachelor of Arts in Psychology at Hollins College and Master of Social Work at West Virginia University. Originally from outside Knoxville, TN, Natalie currently lives in Roanoke, Virginia with her husband Jason and fur children, Winston the Bulldog and Daisy the Beagle and Ace the Basenji.
J.J. Elliott Hill, MBA
CFO of CareForward
J.J. Elliott Hill, MBA, has cultivated an extensive career in finance, dedicating over 17 years in the commercial banking sector. Her expertise in strategic planning for small to mid-sized businesses, focusing on asset management and effective debt utilization, stems from a deep commitment to helping clients achieve profitable growth. Her problem-solving skills led her to consulting roles for banks undergoing regulatory downgrades and those navigating mergers.
In March 2013, she found herself downsized, jobless and disinterested in furthering a career in finance. She transitioned from the corporate world to entrepreneurship, co-founding three start-ups over the last 11 years. She has served as a managing partner for a retail start-up and associated service company, a manufacturing start-up, and has engaged in residential and commercial real estate acquisition and management.
J.J. received her Bachelor of Arts in Economics from Hollins College and her Master of Business Administration in Executive Management Studies from the University of Tennessee, Knoxville. She is a Certified Aging in Place Specialist (CAPS) with the National Homebuilders Association.
She is based in North Carolina and Florida and lives with her husband, Dexter, and their mini schnauzer, Gabby. She’s an avid traveler, scuba diver, and passionate advocate for family caregivers and their loved ones.
