We like these websites and logos:
Nest.com (super clean)
Thetileapp.com (super clean)
Bluhomes.com (nice visuals)
Getpocket.com (nice colors)
Bellroy.com/pages/live-life-outside/ (nice video)
Usepeak.com/ (nice tie in to persona, we could have 'sally just found a home aide she can trust’)
For color/branding we’d lean toward blue/teal, green, peach/apricot (see examples below)
Want to convey confidence, tie to financial (mint, for example, is green), natural, soothing colors, slightly more feminine (though not overly so).
Notice both of these combos on solution-oriented sites targeting women
Daily Worth (http://www.dailyworth.com) - color combo
RealSimple (http://www.realsimple.com) - color combo
Origins (http://www.origins.com/index.tmpl) - colors
In terms of attributes, we're really looking for something that's simple, modern, clean yet sophisticated. It would be great to have a strong enough font that the name can stand on its own (like "Nest" "Pinterest" and "Path - it's a look and feel that's recognizable). With a name like Lindy, some sense of whimsy would work well.