Waterlily
Waterlily is an AI-powered long-term care planning platform that uses proprietary machine learning models trained on 500 million+ data points to predict individual LTC needs, costs, and timing for financial advisors, consumers, insurance carriers, and CCRCs.
- Company typePrivate
- Founded2022
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Waterlily does
Waterlily (legal entity Waterlily Caregiving, Inc.) is an AI-powered long-term care (LTC) planning platform founded in 2022 by Lily Vittayarukskul and headquartered in San Francisco. The company's core product uses proprietary machine learning models trained on approximately 500 million data points (supplemented with CMS Datasets and Medicare Claims Data) to generate personalized predictions of LTC likelihood, onset age, care duration, total care hours, family versus professional care mix, and lifetime LTC costs. The AI architecture combines regression, classification, and time-to-event (survival) models with Monte Carlo simulation (1 million iterations) for total cost projections, achieving documented accuracy gains of 65% over industry baselines. Validated model metrics include an F1 Score of 78% for care likelihood prediction, a concordance-index of 66% for onset age, and discretized accuracy of 70-80% for care hours and duration predictions.
Waterlily serves three primary customer segments: financial advisors and insurance agents (who use the platform for client onboarding and LTC planning conversations), individual consumers aged 40+ seeking to understand and prepare for future LTC costs, and continuing care retirement communities (CCRCs) and continuing care at home providers (CCAHs) that use the platform to demonstrate the value of Type A life care and Type C contracts to prospective residents. The company also enables distribution for major insurance carriers including Nationwide, OneAmerica Financial, CareScout, Prudential, and Lincoln Financial, with carrier-subsidized sponsored accounts expanding advisor access. The Quote-and-Apply feature, launched in October 2025, uses AI and brute-force computation to analyze hundreds of thousands of insurance policy configurations in under a second and auto-fill over 70% of policy application fields by mapping medical information to carrier-specific underwriting guidelines.
Revenue is generated through multiple streams: per-seat SaaS subscriptions for advisors at $250/seat/month or $2,400/seat/year, a $9.99/year consumer premium subscription unlocking plan building and sharing features, and insurance commissions captured through wholly-owned subsidiary Wealth Assurance Group LLC (licensed in all 50 states). The go-to-market combines product-led growth (free consumer intake form generating personalized predictions), enterprise sales to carriers and CCRCs, embedded partner integrations (e.g., lavineLTCins.com), and an affiliate program offering 20% commission on referred customer revenue. Strategic investors include Brewer Lane Ventures (lead), Genworth, Nationwide, and Edward Jones Ventures, with the latter providing distribution access to over 70% of Edward Jones' U.S. financial advisors through pilots.
Waterlily firmographics
Firmographics- Name
- Waterlily
- Legal name
- Waterlily Caregiving, Inc.
- Website
- https://waterlily.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Waterlily is an AI-powered long-term care planning platform that uses proprietary machine learning models trained on 500 million+ data points to predict individual LTC needs, costs, and timing for financial advisors, consumers, insurance carriers, and CCRCs.
- Ownership category
- akta.pro rank
Where Waterlily is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Waterlily business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription (Advisors/Agents): Per-seat subscription model for financial advisors, insurance agents, and estate planners. Standard pricing: $250/seat/month or $2,400/seat/year. Includes access to planning platform, client management, and carrier integrations. Sponsored accounts allow carriers/distributors to subsidize advisor subscriptions through seat-month allocation.
- Insurance Product Distribution: Wealth Assurance Group LLC (wholly owned subsidiary) is licensed as insurance producer in 50 states. Platform facilitates insurance applications through Quote-and-Apply feature. Producer compensation received as commission based on percentage of paid premiums from carriers including Nationwide, OneAmerica Financial, and CareScout.
- Affiliate Referral Program: Affiliates earn 20% commission on referred customer subscription revenue for first 12 months, up to $141 per referred advisor/agent. Referred customers receive 10% perpetual discount.
- Consumer Freemium: Free intake form provides personalized LTC predictions. Premium features (plan building, sharing, advisor collaboration) available via $9.99/year subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Monthly Subscription for Advisors/Agents |
| Subscription | Annual | Standard Annual Subscription for Advisors/Agents |
| Subscription | Annual | Consumer Premium Subscription |
| Subscription | Monthly | Affiliate Discounted Pricing |
| Subscription | Multi-year contract | Enterprise Custom Pricing |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels9 records
Waterlily product offering
Product offeringCore offering
Waterlily is an AI-powered long-term care planning platform that uses predictive models trained on ~500 million data points to generate personalized projections of an individual's LTC likelihood, onset age, duration, care hours, family care mix, and lifetime costs. It serves financial advisors, insurance agents, estate planners, CCRCs, and insurance carriers through SaaS subscriptions and enterprise contracts, and offers consumers a free intake-based assessment with a $9.99/year premium tier for plan building and sharing.
Product overview
Waterlily is an AI-powered long-term care planning platform consisting of a core prediction engine supplemented by multiple product tiers and modules. The core Waterlily Platform uses proprietary AI models trained on 500+ million data points to generate personalized LTC predictions including care likelihood, onset age, duration, and costs. The Quote-and-Apply module enables AI-powered insurance shopping by analyzing policy configurations and auto-filling applications. Dedicated modules serve distinct market segments: Waterlily for Advisors provides subscription-based planning tools for financial professionals; Waterlily for CCRCs and CCAHs offers specialized Type A Sales Support and Type C Financial Feasibility tools for retirement communities; Enterprise Solutions provides distribution tools for insurance carriers. The subsidiary Wealth Assurance Group handles insurance product distribution across all 50 states.
Differentiator
Problem solved
Functional benefit
Products and services
- Waterlily Platform Core AI-powered long-term care planning platform that uses proprietary predictive models trained on 500M+ data points to generate personalized projections of an individual's LTC likelihood, onset age, duration, care hours, family care mix, and lifetime costs. Users complete a 3-minute intake form to receive instant predictions via email; designed for individual consumers, financial advisors, insurance agents, estate planners, CCRCs, and insurance carriers.
- Quote-and-Apply AI-powered insurance shopping and application feature that analyzes hundreds of thousands of LTC policy configurations in under one second to find optimal policies for individuals and couples, and auto-fills over 70% of carrier application fields by mapping medical information against underwriting guidelines. Used by advisors, agents, and consumers to streamline LTC insurance purchase.
- Waterlily for Advisors Subscription-based SaaS planning tools for financial advisors, insurance agents, and estate planners that integrate personalized LTC projections into existing client workflows, onboarding, and CRM. Includes seat-based pricing at $250/seat/month or $2,400/seat/year and whitelabel options.
- Waterlily for CCRCs and CCAHs Enterprise solution for continuing care retirement communities and continuing care at home providers that predicts prospect care needs, models future costs, and supports Type A (life care) and Type C contract sales. Documented to deliver $294 in sales per $1 spent and over $1M in projected premiums enrolled for the Fortified Life offering at Western Home Communities.
- Type A Sales Support Modeling tool for CCRC Type A (life care) contracts that surfaces product tiers with coverage, ROI, and cost savings, models prospect funding using existing assets, and provides side-by-side comparison of Type A vs. self-funding.
- Type C Financial Feasibility Modeling tool for CCRC Type C contracts that models prospect assets against personalized future care costs, providing instant feasibility views including self-funding capacity, expected care scenario, and dementia stress test scenarios.
- Enterprise Solutions for Insurance Carriers and Distributors Distribution tools for insurance carriers and distributors that empower agent and advisor forces with LTC planning capabilities, including direct Quote-and-Apply integrations with Nationwide, OneAmerica Financial, and CareScout, sponsored seat programs, whitelabeling, and custom 30-60-90 implementation plans. Documented to deliver 44.8% policy/annuity purchase conversion post-plan build.
- Wealth Assurance Group Wholly-owned insurance producer subsidiary of Waterlily, licensed for life, health, and long-term care insurance in all 50 states and Washington D.C., that distributes insurance products facilitated through the Waterlily platform and earns carrier commissions.
Quantifiable outcome
- 44.8% of Waterlily users purchase an insurance policy or annuity after building their plan (11,100% increase over baseline)
- +6 more outcomes
Companies that use Waterlily
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Waterlily technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability3 records
Feature12 records
Waterlily partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Lincoln FinancialcoreLincoln Financial is partnering with Waterlily to integrate hybrid life and long-term care solutions that predict care needs decades in advance. The partnership aims to expand access to long-term care planning tools as more Americans express growing concern about retirement savings and healthcare costs.
- OneAmerica FinancialcoreWaterlily has direct integrations with OneAmerica Financial products. OneAmerica is one of the top hybrid LTC insurance carriers.
- CareScoutcoreWaterlily has direct integrations with CareScout products for long-term care planning and insurance comparison.
- Western Home CommunitiescoreIowa's largest continuing care retirement community partnered with Waterlily for personalized LTC planning. Waterlily supported over $1M in projected premiums for Fortified Life enrollment. Delivered $294 in sales per $1 spent.
- PrudentialcoreWaterlily has secured contracts with Prudential for LTC planning platform distribution.
- Financial Independence GroupminorWaterlily has contracts with Financial Independence Group for distribution of planning tools.
Scale indicators14 records
Recent moves6 records
Expansion highlights6 records
Waterlily competitors and assessment
Company assessmentDirect peers
- fpPathfinder: Compliance and planning workflow tools for financial advisors, including retirement and insurance planning modules. Overlaps with Waterlily on the advisor-SaaS GTM motion and LTC-related planning.
- RightCapital: Advisor-focused financial planning platform used by thousands of independent financial advisors for retirement, tax, and insurance planning. Highly comparable to Waterlily for Advisors in target customer and workflow.
- Boldin (formerly NewRetirement): Direct-to-consumer and advisor-facing retirement planning software that helps households model retirement income, healthcare, and long-term care scenarios. Competes with Waterlily at the consumer/advisor LTC planning layer.
- Asset-Map: Visual financial planning software used by financial advisors to map household assets, income, and liabilities. Comparable channel (advisor SaaS) and planning workflow to Waterlily for Advisors.
- IncomeLab: Retirement income planning software for financial advisors that models safe withdrawal rates, Social Security, and longevity. Overlaps with Waterlily on advisor-led retirement/LTC scenario modeling.
Emerging players
- Honeybee: AI-powered financial planning software for advisors that automates data gathering and personalized planning. Comparable AI-first architecture and advisor target market to Waterlily.
- LifeYield: Wealth and insurance technology that helps advisors optimize household-level asset location, Social Security, and annuity income. Adjacent to Waterlily on insurance-advisor workflow integration.
Broad incumbents
- iPipeline: Insurance sales and distribution platform connecting carriers, distributors, and advisors with quoting, e-applications, and illustrations. Comparable on the carrier-distribution and Quote-and-Apply workflow side.
- MoneyGuide by Envestnet: Established enterprise-scale financial planning platform used widely across advisor firms for goals-based and retirement planning. Represents the broad incumbent Waterlily must displace or integrate alongside in larger practices.
- Orion Advisor Technology (Advicent/Orion Planning): Large-scale advisor technology platform including financial planning (formerly Advicent/NaviPlan). Represents a broad incumbent competing for the same advisor wallet share as Waterlily.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Waterlily social profiles
Digital presenceWaterlily compliance and trust
Trust signalCompliance5 records
Waterlily financial estimates
Financial estimateRevenue estimate
Valuation estimate
Waterlily leadership team
Management profileNumber of profiles
Profiles2 records
Waterlily subsidiaries and ownership
Company hierarchySubsidiaries1 record
Waterlily funding detail
Funding detailFunding overview
Funding rounds4 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Waterlily 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 Waterlily
What does Waterlily do?
Waterlily is an AI-powered long-term care planning platform that uses predictive models trained on ~500 million data points to generate personalized projections of an individual's LTC likelihood, onset age, duration, care hours, family care mix, and lifetime costs. It serves financial advisors, insurance agents, estate planners, CCRCs, and insurance carriers through SaaS subscriptions and enterprise contracts, and offers consumers a free intake-based assessment with a $9.99/year premium tier for plan building and sharing.
Is Waterlily a public or private company?
Waterlily is a private company. It is classified as venture growth investor backed and is currently operating.
When was Waterlily founded?
Waterlily was founded in 2022. It employs 11 to 50 people.
Where is Waterlily based?
Waterlily is headquartered in San Francisco, United States, in the North America region.
How does Waterlily make money?
Four revenue lines are on record. SaaS Subscription (Advisors/Agents) is the primary driver. The others are insurance Product Distribution, affiliate Referral Program and consumer Freemium.
Who are Waterlily's main competitors?
Direct peers on record are fpPathfinder, RightCapital, Boldin (formerly NewRetirement), Asset-Map and IncomeLab. Emerging players are Honeybee and LifeYield. Broad incumbents are iPipeline, MoneyGuide by Envestnet and Orion Advisor Technology (Advicent/Orion Planning).
Does Waterlily have an API?
No public API is recorded for Waterlily.