A Place for Mom
A Place for Mom is a senior care referral marketplace connecting approximately 20 million families annually with over 15,000 senior living communities and home care providers across the United States, offering free guidance to families while earning referral fees from provider partners.
- Company typePrivate
- Founded2000
- HeadquartersSeattle, United States
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What A Place for Mom does
A Place for Mom is a privately held senior care referral marketplace headquartered in New York City that connects approximately 20 million families annually with a network of 14,000+ senior living communities and 2,000+ home care providers across the United States. Founded around 2000, the company operates a B2B2C model in which families receive free advisory services (online and via 400+ local expert advisors) and the company earns referral fees from participating providers when placements occur. The platform is built around AI and data-driven personalization for family-to-community matching, supported by a proprietary Senior Living Cost Calculator, a Care Quiz triage tool, and an aggregated database of 300,000+ consumer reviews that functions as a content and decision-support moat. The annual Best of Senior Living Awards program further reinforces industry positioning by recognizing the top 1-2% of providers based on review data.
The company generated a single major capital event in January 2022 with a $175 million growth equity round led by Insight Partners, with participation from General Atlantic and Silver Lake. Since then, A Place for Mom has invested in leadership depth (appointing a new CMO in April 2026 and a new CPO from Amazon in June 2026), opened a 23,000-square-foot corporate support center in Kansas City in December 2025, and expanded its marketing mix to include YouTube and connected TV targeting millennial caregivers. Strategic partnerships such as the Talkspace collaboration on caregiver mental health (November 2025) extend the platform beyond placement into caregiver wellness. The business remains US-only, with no disclosed international expansion, no acquisitions or divestitures, and no public financial filings.
A Place for Mom firmographics
Firmographics- Name
- A Place for Mom
- Legal name
- A Place for Mom, Inc.
- Website
- http://www.aplaceformom.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- A Place for Mom is a senior care referral marketplace connecting approximately 20 million families annually with over 15,000 senior living communities and home care providers across the United States, offering free guidance to families while earning referral fees from provider partners.
- Ownership category
- akta.pro rank
A Place for Mom industry classification
Industry- Product category
- Senior Care Referral Marketplace
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Senior Living & 55+ Community Brokerage (BPAJAAAH)
- akta.pro secondary industry
- Caregiver Support & Education Programs (Center-Based) (HSABANAN)
Keywords
Where A Place for Mom is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
A Place for Mom business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Referral Fees from Senior Living Communities: A Place for Mom is paid by participating senior living communities when families are referred to them. This is a transaction-based/referral fee model where the company earns revenue when a referral results in a placement or move-in.
- Home Care Provider Referrals: Revenue from home care agency referrals through the platform's network of 2,000+ home care providers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free service for families |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
A Place for Mom product offering
Product offeringCore offering
A Place for Mom operates a senior care referral marketplace that connects approximately 20 million families with more than 14,000 senior living communities and 2,000+ home care providers across the United States. The service is free for families, who are matched with local expert advisors and a digital platform providing personalized recommendations, cost comparisons, and reviews. Revenue is generated through referral fees paid by participating senior living communities and home care providers when placements occur.
Product overview
A Place for Mom operates as a senior care referral marketplace with a network of 14,000+ senior living communities and 2,000+ home care providers. The core platform connects families with appropriate care options through a combination of digital tools (cost calculator, care quiz) and advisor services. The company offers multiple care types including assisted living, memory care, independent living, home care, and nursing homes, supported by the Best of Senior Living Awards program for quality recognition and a comprehensive caregiver resources library.
Differentiator
Problem solved
Functional benefit
Products and services
- Senior Care Referral Marketplace
Quantifiable outcome
- 2M+ families helped find senior living options
- +3 more outcomes
Companies that use A Place for Mom
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
A Place for Mom technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature4 records
A Place for Mom partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TalkspacestrategicMental health collaboration to improve caregiver support. Collaboration released during National Family Caregivers Month to address the growing need for accessible emotional assistance for caregivers. Includes joint research on caregiver mental health challenges.
Scale indicators10 records
Recent moves7 records
Expansion highlights4 records
A Place for Mom competitors and assessment
Company assessmentDirect peers
- Caring.com: Caring.com is a leading senior care referral and review platform connecting families with assisted living, memory care, and home care providers. It competes head-to-head with A Place for Mom on the family-facing side of the marketplace.
- Seniorly: Seniorly is a senior living marketplace and advisory service for assisted living, memory care, and independent living. It is the closest direct competitor to A Place for Mom in the digital senior care referral category, particularly on the West Coast.
- Place for Senior Living (family of sites): SeniorLiving.org is a senior care content and referral site providing guides, cost data, and community directories. It overlaps directly with A Place for Mom on content marketing, SEO, and family referrals for assisted living and home care.
Broad incumbents
- Brookdale Senior Living: Brookdale is the largest U.S. senior living operator with ~650+ communities across assisted living and memory care. It is a major customer in APFM's provider network and a vertical-integration risk as operators build in-house marketing capabilities.
- Atria Senior Living: Atria operates a national portfolio of senior living communities and is a significant APFM network partner. Comparable as a large incumbent operator that competes for the same resident families and influences referral dynamics.
- Sunrise Senior Living: Sunrise is a major U.S. assisted living and memory care operator with a national footprint. It is a network partner for APFM and a direct comparable in the senior housing supply ecosystem that APFM monetizes.
- Welltower: Welltower is a healthcare REIT whose senior housing operating portfolio underpins a large share of the communities in APFM's network. It is comparable as a capital partner to the operator base that drives APFM's referral demand.
- Care.com: Care.com is the largest U.S. marketplace for caregivers, including senior care, and a publicly-traded scaled platform. While broader than senior care, it is comparable as a two-sided family/caregiver marketplace with overlapping customer segments.
Emerging players
- Honor Technology: Honor is a tech-enabled home care provider and software platform serving aging adults at home. It overlaps with APFM on the home care side of the marketplace and represents an emerging vertically integrated alternative to traditional referral.
- TheKey (formerly Home Care Assistance): TheKey is a large in-home care agency network. It is comparable as a home care provider that is part of APFM's 2,000+ provider network and a potential vertically integrating competitor in caregiver matching.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
A Place for Mom social profiles
Digital presenceA Place for Mom financial estimates
Financial estimateRevenue estimate
Valuation estimate
A Place for Mom leadership team
Management profileNumber of profiles
Profiles8 records
A Place for Mom funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
A Place for Mom M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about A Place for Mom
What does A Place for Mom do?
A Place for Mom operates a senior care referral marketplace that connects approximately 20 million families with more than 14,000 senior living communities and 2,000+ home care providers across the United States. The service is free for families, who are matched with local expert advisors and a digital platform providing personalized recommendations, cost comparisons, and reviews. Revenue is generated through referral fees paid by participating senior living communities and home care providers when placements occur.
Is A Place for Mom a public or private company?
A Place for Mom is a private company. It is classified as venture growth investor backed and is currently operating.
When was A Place for Mom founded?
A Place for Mom was founded in 2000. It employs 251 to 500 people.
Where is A Place for Mom based?
A Place for Mom is headquartered in Seattle, United States, in the North America region.
How does A Place for Mom make money?
Two revenue lines are on record. Referral Fees from Senior Living Communities are the primary driver. The others are home Care Provider Referrals.
Who are A Place for Mom's main competitors?
Direct peers on record are Caring.com, Seniorly and Place for Senior Living (family of sites). Broad incumbents are Brookdale Senior Living, Atria Senior Living, Sunrise Senior Living, Welltower and Care.com. Emerging players are Honor Technology and TheKey (formerly Home Care Assistance).
Does A Place for Mom have an API?
No public API is recorded for A Place for Mom.
What industry is A Place for Mom in?
A Place for Mom's product category is Senior Care Referral Marketplace. Its primary akta.pro industry code is BPAJAAAH, Senior Living & 55+ Community Brokerage, with a secondary code of HSABANAN, Caregiver Support & Education Programs (Center-Based). Its NAICS code is 624120 and its SIC code is 8300.