Roobrik
Roobrik is a B2B SaaS platform that provides patented decision-support surveys, financial readiness assessments, and live chat tools for senior living providers to engage website prospects and improve lead-to-move-in conversion. The company was acquired by Aline in January 2025.
- Company typePrivate
- Founded2013
- HeadquartersGreensboro, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Roobrik does
Roobrik, Inc. is a B2B SaaS company founded in 2013 and headquartered in Greensboro, North Carolina, that builds online assessment and decision-support tools for adults and their caregivers navigating senior living decisions. The company sells primarily to senior living operators across care levels, including CCRC, Life Plan Communities, Independent Living, Assisted Living, Memory Care, and Active Adult communities, with a secondary go-to-market motion through senior living-specialized marketing agencies.
The platform comprises three core products — Roobrik Surveys (motivational-interviewing-based decision-support surveys), Roobrik Afford (a financial readiness assessment), and Roobrik Chat (live chat with integrated decision support) — built on patented decision-support technology that combines motivational interviewing methodology with an AI-driven recommendation engine. The platform is HIPAA-compliant and integrates natively with leading CRMs (HubSpot, Salesforce, Microsoft Dynamics, Yardi, WelcomeHome, Sherpa, MoveN, ALIS, Eldermark) and marketing automation platforms (ActiveDEMAND, SharpSpring), pushing 20+ prospect data points and Roobrik Report summaries directly into sales workflows. Roobrik reports that over 10,000 families use its conversion solutions monthly across thousands of communities and hundreds of providers, with documented outcomes of 20-40% increases in quality web leads and up to 2x better SQL-to-Move-in rates.
Roobrik operates a quote-based annual subscription SaaS model, with all surveys included in the platform subscription and sales conducted via direct enterprise motion plus a channel network of senior living marketing agencies. The company raised approximately $5M across disclosed rounds from NC IDEA (2016), a Boston Millennia Partners-led consortium (2018), Third Act Ventures (2019), and Jurassic Capital ($3M, 2022). In January 2025, Roobrik was acquired by Aline, a senior living CRM provider, and now operates under "Roobrik by Aline" branding as a subsidiary.
Roobrik firmographics
Firmographics- Name
- Roobrik
- Legal name
- Roobrik, Inc.
- Website
- https://roobrik.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Roobrik is a B2B SaaS platform that provides patented decision-support surveys, financial readiness assessments, and live chat tools for senior living providers to engage website prospects and improve lead-to-move-in conversion. The company was acquired by Aline in January 2025.
- Ownership category
- akta.pro rank
Roobrik industry classification
Industry- Product category
- Senior Living Sales & Marketing Software
- NAICS
- Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Engineering, Accounting, Research, Management (8700)
- akta.pro primary industry
- Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL)
- akta.pro secondary industry
- Dementia/Alzheimer’s Care Management & Behavioral Support (HLADALAF)
Keywords
Where Roobrik is headquartered
LocationHeadquarters
- HQ city
- Greensboro
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Roobrik business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- SaaS Subscription: Roobrik operates on a subscription model with all surveys included as part of the Roobrik subscription. Clients pay for access to the complete engagement and conversion platform including surveys, chat, and CRM integrations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Subscription-based pricing model |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Roobrik product offering
Product offeringCore offering
Roobrik builds online assessment and decision-support tools that help senior living providers engage prospective residents and their adult children/caregivers, qualify leads, and convert them into move-ins. The product suite includes branded decision-support surveys embedded on client websites, an AI-driven financial readiness assessment (Roobrik Afford), and a live chat experience (Roobrik Chat) that applies motivational interviewing to match prospects to appropriate senior living options.
Product overview
Roobrik is a sales and marketing technology platform for senior living providers, offering a unified platform that combines survey-based decision support tools (Roobrik Surveys, Roobrik Afford, Roobrik Chat) with integrated CRM and marketing automation capabilities. The platform uses motivational interviewing and AI-driven recommendations to engage website visitors, empower prospects with personalized insights, and enable sales teams with rich prospect data. Core products include Roobrik Surveys for discovery and engagement, Roobrik Afford for financial readiness assessment, and Roobrik Chat for real-time decision support. The platform integrates with leading CRMs (HubSpot, Salesforce, Yardi, WelcomeHome, ALIS, MoveN, Sherpa, Enquire) and marketing automation platforms (ActiveDEMAND, SharpSpring) to deliver seamless lead management. A Client Dashboard provides analytics and reporting, while a Learning Center offers product documentation and training resources.
Differentiator
Problem solved
Functional benefit
Products and services
- Roobrik Surveys
- Roobrik Chat
- Roobrik Afford
Quantifiable outcome
- 20-40% increase in quality web leads for clients
- +3 more outcomes
Companies that use Roobrik
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles2 records
Roobrik technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability3 records
Feature6 records
Roobrik partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core.
- AlinecoreAline acquired Roobrik in January 2025 to enhance prospect engagement and sales qualification capabilities for senior living operators. The acquisition aims to improve lead prioritization, reduce costs, and increase move-ins by integrating Roobrik's technology with Aline's platform.
- HubSpotcoreCRM and MAP integration partner. Roobrik integrates with HubSpot for lead management, marketing automation, and sales workflow optimization.
- SalesforcecoreCRM integration partner enabling seamless lead flow and prospect data synchronization.
- YardicoreSenior living property management software integration. Roobrik pushes Sales Opt-ins into Yardi with contact info, source tracking, and Roobrik Report summaries.
- Microsoft DynamicscoreCRM integration partner for enterprise senior living operators using Microsoft Dynamics.
- WelcomeHomecoreSenior living CRM integration partner with dedicated Roobrik Chat integration support.
- Sherpa (Aline)coreSenior living CRM integration with dedicated documentation for Roobrik Chat and Survey integrations.
- MoveNcoreSenior living software integration with dedicated Roobrik Chat and Survey integration support.
- ALIScoreSenior living management software integration with dedicated Roobrik Chat and Survey integration support.
- ActiveDEMANDcoreMarketing automation platform integration supporting both Sales Qualified Leads and Marketing Qualified Leads with detailed survey data.
- EldermarkcoreSenior living software integration partner for lead management.
- Senior Living Marketing AgenciescoreTrusted network of senior living marketing agencies including Creating Results, Beyond Agency, SmartBug Media, Markentum, Five Horizons, ANCIAL Marketing, OneStrat, Senior Living SMART, Sage Age Strategies, Pod, NDM Marketing, Warschawski, Solinity, and Smart Girl Digital who recommend and implement Roobrik for their clients.
Scale indicators5 records
Recent moves7 records
Expansion highlights4 records
Roobrik competitors and assessment
Company assessmentDirect peers
- Aline: Senior living CRM platform and now Roobrik's parent company following the January 2025 acquisition. Both serve the same senior living operator customers with overlapping prospect-engagement and lead-management capabilities; Aline is the most direct comparable in vertical and customer base.
- WelcomeHome: Senior living-specific CRM platform with sales pipeline and lead-management features that compete with Roobrik's prospect engagement and survey-driven sales enablement for the same operator buyer.
- Eldermark: Senior living CRM and operations platform integrated with Roobrik that offers prospect tracking and lead management for senior living operators. Competes in the same vertical with overlapping buyer personas.
- ALIS (Assisted Living Intelligence Systems): Senior living management software provider offering resident, prospect, and lead-management modules; integrates with Roobrik but is also a competing CRM for senior living communities.
- MoveN: Senior living CRM and sales platform with prospect tracking and inquiry management features for senior living operators. Direct competitor in the prospect-engagement layer of the senior living sales funnel.
Broad incumbents
- Yardi: Enterprise property management software suite that includes senior living CRM and prospect management modules integrated with Roobrik. Yardi is a broad incumbent serving the same senior living operators with a wider portfolio of operational and resident-management tools.
- Intercom: General-purpose live chat, chatbot, and customer messaging platform with overlapping functionality to Roobrik Chat, serving as a broader incumbent alternative for live chat and lead capture.
- HubSpot: CRM and marketing automation platform integrated with Roobrik but also capable of providing survey, form, and lead-capture functionality competing with Roobrik Surveys at a horizontal level.
- Salesforce: Enterprise CRM platform integrated with Roobrik and a broader incumbent alternative for senior living operators building prospect and lead-management workflows on their own stack.
Emerging players
- Drift: Conversational AI chat platform with similar live-chat and conversational routing capabilities to Roobrik Chat, though generic across verticals rather than specialized in senior living decision support.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Roobrik social profiles
Digital presenceRoobrik compliance and trust
Trust signalCompliance1 record
Roobrik financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roobrik leadership team
Management profileNumber of profiles
Profiles6 records
Roobrik funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roobrik 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 Roobrik
What does Roobrik do?
Roobrik builds online assessment and decision-support tools that help senior living providers engage prospective residents and their adult children/caregivers, qualify leads, and convert them into move-ins. The product suite includes branded decision-support surveys embedded on client websites, an AI-driven financial readiness assessment (Roobrik Afford), and a live chat experience (Roobrik Chat) that applies motivational interviewing to match prospects to appropriate senior living options.
Is Roobrik a public or private company?
Roobrik is a private company. It is classified as corporate owned and is currently acquired.
When was Roobrik founded?
Roobrik was founded in 2013. It employs 11 to 50 people.
Where is Roobrik based?
Roobrik is headquartered in Greensboro, United States, in the North America region.
How does Roobrik make money?
One revenue line is on record: saaS Subscription.
Who are Roobrik's main competitors?
Direct peers on record are Aline, WelcomeHome, Eldermark, ALIS (Assisted Living Intelligence Systems) and MoveN. Broad incumbents are Yardi, Intercom, HubSpot and Salesforce. Drift is listed as an emerging player.
Does Roobrik have an API?
No public API is recorded for Roobrik.
What industry is Roobrik in?
Roobrik's product category is Senior Living Sales & Marketing Software. Its primary akta.pro industry code is HSABAIAL, Housing & Placement Coordination (Assisted Living, Memory Care, SNF), with a secondary code of HLADALAF, Dementia/Alzheimer’s Care Management & Behavioral Support. Its NAICS code is 624120 and its SIC code is 8700.