About Filial
Filial is a free, AI-native Medicare advisory and enrollment service built for adult children of aging parents. We currently serve families across California, with plans to expand nationwide.
We help families navigate Medicare, because we believe no one should do it alone.
Nearly 1 in 4 Americans is a family caregiver today, a 45% increase since 2015 (AARP, 2025). Most are adult children managing their aging parents’ healthcare on top of their own jobs, families, and lives. 9 out of 10 are daughters (AgingCare, 2015). But more sons are stepping in every year, and the fastest-growing group of caregivers is working men balancing a career and a parent who needs help (Guardian Life, 2025).
They’re all doing the work. But the system doesn’t see them.
Medicare was built for the beneficiary, not the family. Adult children are left out of the process entirely. No notifications, no visibility, no seat at the table. Most only get involved during a health crisis, scrambling to understand their parent’s coverage under extreme stress. So who helps adult children with their parents’ Medicare? That’s why Filial exists. We keep you informed, involved, and prepared before something goes wrong.
Filial is a father-son practice. We are licensed, independent insurance agents — not a call center, not a lead generator. We are paid by insurance carriers, never by your family. We currently represent 14 Medicare plan organizations in California.
Gregory Song, Licensed Agent (CA #4476805)
Greg founded Filial to help families like his own. He grew up helping his dad serve Medicare families across California and saw firsthand that no one was helping the adult children doing the work behind the scenes.
Gene Song, Licensed Agent (CA #0D69109)
Gene has been helping families with Medicare and Covered California since 2014. His experience and trust in the Korean American community are the foundation Filial builds on.