A Place for Mom

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A Place for Mom, founded in 2000, is a privately held, for-profit senior care referral service based in Seattle, Washington. The company provides personal and professional assistance to families in the search of senior care options. A majority of the company is owned since August 2017 by equity capital firms General Atlantic and Silver Lake. Its spokesperson is former Good Morning America host Joan Lunden.

The Company provides information regarding more than 17,000 senior housing and elder care providers to seniors and their families throughout the United States and Canada through a network of several local Senior Living Advisors. It also serves as a marketing tool for the thousands of senior housing communities and care providers to which it refers. It is the largest such service in North America. The company also develops and markets customer relationship management (CRM) software for the senior housing industry. In addition, A Place for Mom owns and operates SeniorAdvisor.com, a consumer ratings and reviews site for senior care providers across the U.S. and Canada.

Video A Place for Mom

History

A Place for Mom was founded in July 2000 by Pamala Temple, John Temple, and Brian Trisler. In 2006, A Place for Mom received $9.5 million in venture capital from Battery Ventures. In July 2010 a private equity firm, Warburg Pincus, purchased a majority stake of the company.

In November 2016, A Place for Mom purchased OurParents, another senior living referral service. The acquisition added approximately 2,500 senior living communities to A Place for Mom's partner network.

On August 11, 2017, Warburg Pincus sold its majority stake in the company to growth equity firm General Atlantic and technology investment firm Silver Lake. The two firms acquired equal stakes and added two members each to the company's board of directors. Silver Lake added Managing Partner and Managing Director Greg Mondre and Director Adam Karol. General Atlantic added Robbert Vorhoff, Managing Director and Global Head of Healthcare, and Anton Levy, Managing Director and Global Head of Internet and Technology. Financial services firm William Blair & Company and law firm Willkie Farr & Gallagher advised A Place for Mom in the transaction.

Maps A Place for Mom

Business model

A Place for Mom is the largest senior living referral service in both the US and Canada. The Company refers private pay families to assisted living communities, independent senior apartments, residential care homes, memory care communities, and home care. The service is free to families. Consumers are matched with a local Senior Living Advisor, who completes an assessment of needs on the telephone or online. Based on the assessment, the advisor provides general guidance as well as a list of senior living communities or care providers in accordance with the family's stated needs and preferences.

The company generates revenue when a senior who was referred by an advisor moves to a provider within A Place for Mom's partner network. A Place for Mom works with over 17,000 partner communities as part of its partner network. APFM reviews licenses and violations of partner communities twice a year as well.