What Caring.com does

Caring.com (legal entity: Caring, LLC) is a U.S. senior care marketplace and content platform founded in 2007 that connects families of aging adults with senior living communities and home care providers. The platform aggregates a directory of more than 75,000 senior living providers across all 50 U.S. states, augmented by 400,000+ verified consumer reviews, an expert-authored content library (50+ named contributors), interactive tools (Senior Care Quiz, Budget Calculator), and a free Family Advisor phone consultation service that guides families through care selection. Care seekers access the service at no cost; monetisation is driven by referral fees and directory/partner subscriptions paid by senior living communities and home care agencies that want qualified leads and managed listings.

Underlying the directory is a content-led, SEO-anchored architecture: thousands of state- and city-level landing pages, expert-written guides on Alzheimer's care, Medicare/Medicaid, veterans benefits and estate planning, plus a partner portal that allows providers to manage listings and receive referral leads. The proprietary reviews engine and the annual Caring Stars award program function both as a trust signal for consumers and a demand-generation asset for provider-side customers. Caring.com was acquired by SilverAssist in January 2026, joining Oasis Senior Advisors and ElderLife Financial to form a national referral and advisory network backed by Growth Catalyst Partners with senior debt and equity co-investment from Stellus Capital Management.

The business model is a two-sided vertical marketplace monetised primarily on the supply side via transaction-based referral fees and recurring directory/partner-program subscriptions; the consumer side is free. The company is privately held, headquartered in Hendersonville, Tennessee (with prior presence in San Mateo, California), operates with 51-100 employees, and reports no disclosed AI/ML capability. Go-to-market is community-led and content-driven, leveraging organic search, earned media, and word-of-mouth from families served by Family Advisors, rather than paid performance marketing at scale.

Name

Caring.com

Legal name

Caring, LLC

Website

https://caring.com

Company type

Private

Founded year

2007

Operating status

Acquired

Headcount range

251–500 employees

Short description

Caring.com is a U.S. senior care marketplace connecting families of aging adults with 75,000+ senior living and home care providers via a free directory, expert content, and Family Advisor consultations, monetized through provider referral fees and directory subscriptions.

Ownership category

akta.pro rank

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), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300)

akta.pro primary industry

Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB)

akta.pro secondary industries

Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL), Elder Services & Aging Support (BPAGAEAF), Caregiving, Aging-in-Place & Home Safety Education (For seniors & family caregivers) (EDAAAMAL)

Keywords

• Senior care referrals
• Senior living directory
• Assisted living search
• Family caregiver support
• Senior care advisory

Headquarters

HQ city

San Mateo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure, Others

Revenue model

1. Provider Referral / Lead Fees: Caring.com generates revenue primarily by charging senior living communities and home care agencies referral fees when families are connected through the platform. Senior care providers pay to receive referrals from the platform's directory and advisor services.
2. Directory Listings & Partner Programs: Senior living communities and home care agencies pay to be listed prominently in Caring.com's directory and partner programs. Providers can access the partner portal to manage their listings and receive referral leads.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Caring.com operates a free online senior living marketplace that connects families with 75,000+ senior living and in-home care providers across the United States. The platform combines a searchable directory with 400,000+ consumer reviews, free personalized guidance from live Family Advisors, and an educational content library to help families evaluate assisted living, memory care, independent living, nursing homes, and in-home care. Revenue is earned through referral fees and directory listings paid by senior care providers when they receive qualified leads.

Product overview

Caring.com operates as a unified senior living referral platform combining multiple interconnected services. The core product is a comprehensive senior living directory with 75,000+ provider listings, supported by a free Family Advisors consultation service that provides personalized guidance. The platform includes consumer review functionality with 400,000+ published reviews powering the Caring Stars award program. Supporting tools include the Senior Care Quiz for needs assessment, Budget Calculator for financial planning, and an Expert Resources Library with thousands of educational articles. All services are provided free to families, with the platform monetizing through referrals to senior living communities and care providers.

Differentiator

Problem solved

Functional benefit

Products and services

• Caring.com Senior Living Platform Comprehensive online senior living referral platform that connects families with senior care providers including assisted living, memory care, independent living, nursing homes, and in-home care services. Combines a directory of 75,000+ senior living providers, free advisor consultations, and educational resources.
• Senior Living Directory

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• SilverAssistflagshipStrategic or Co-development Partner · 1 January 2026SilverAssist, a senior assistance network based in Hendersonville, Tennessee, acquired Caring.com (Caring, LLC) in January 2026. The acquisition combines Caring's extensive referral network with SilverAssist's existing platform, significantly accelerating the company's national reach and operator connectivity. The transaction positions SilverAssist as the fastest-growing national referral and advisory network in the senior housing sector. SilverAssist's portfolio already included Oasis Senior Advisors and ElderLife Financial.
• Oasis Senior AdvisorscoreStrategic or Co-development Partner · 1 January 2026Oasis Senior Advisors is part of SilverAssist's portfolio and integrates with Caring.com's referral network following the acquisition. Together they form a national referral and advisory network in the senior housing sector.
• ElderLife FinancialcoreStrategic or Co-development Partner · 1 January 2026ElderLife Financial is part of SilverAssist's portfolio and integrates with Caring.com's referral network following the acquisition, enhancing local advisory support and financial navigation services for families making senior care decisions.
• Angels on Call HomecareminorGTM or Marketing Partner · 1 January 2026Angels on Call Homecare was named a 2026 Caring SuperStar by Caring.com, a national distinction awarded for sustained excellence through verified client and family reviews. The recognition reflects the impact of its specialized Dementia, Alzheimer's, and Parkinson's care programs.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Others

• ElderLife Financial: ElderLife Financial provides financial navigation and bridge loans for seniors moving into care communities. Now part of the same SilverAssist portfolio as Caring.com, it complements the placement model by addressing the financing pain point families face at the placement decision.

Direct peers

• AssistedLiving.org: AssistedLiving.org is a senior care referral and information site focusing on assisted living and memory care placement. It competes head-to-head with Caring.com for the same assisted living search queries and provider referral relationships.
• A Place for Mom: A Place for Mom is the largest senior care referral platform in the U.S., connecting families with assisted living, memory care, and in-home care providers. It is the most direct competitor to Caring.com, with a similar directory-plus-advisor model and provider-paid referral economics.
• SeniorLiving.org: SeniorLiving.org operates a content-driven directory and referral platform for assisted living, memory care, and senior living communities. It overlaps closely with Caring.com's SEO-led, expert-content strategy targeting the same family caregiver search intent.
• SeniorAdvisor.com: SeniorAdvisor.com operates a senior living reviews and matching platform, now part of A Place for Mom. It competes directly with Caring.com's Caring Stars reviews program and personalized matching tools.
• Oasis Senior Advisors: Oasis Senior Advisors is a local senior placement advisory franchise that is now part of SilverAssist alongside Caring.com. While both fall under one parent, they operate as separate brands serving the same family decision-maker with overlapping placement services.

Broad incumbents

• Care.com: Care.com is a broad marketplace for senior, child, and pet care services with a larger consumer brand and broader use cases. It overlaps with Caring.com on in-home senior care matching but extends well beyond senior living referrals.
• WellSky: WellSky provides healthcare and human services software, including referral and care coordination solutions for aging, hospice, and post-acute providers. It serves the same senior care ecosystem that powers Caring.com's provider relationships but at the enterprise software layer.

Emerging players

• Honor Technology: Honor operates a tech-enabled home care network partnering with local agencies to deliver in-home care to seniors. It competes for the in-home care demand that Caring.com's directory also routes, but with an agency-network model rather than referral fees.
• Papa: Papa connects older adults with companion "Papa Pals" for non-medical in-home support, often paid through Medicare Advantage plans. It is an emerging alternative to traditional senior living placement by enabling aging in place — overlapping with Caring.com's in-home care category.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Caring
• Facebookfacebook.com/caringcom

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds6 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Caring.com