What Sherpa CRM does

Sherpa CRM, founded in 2011 and headquartered in St. Louis, Missouri, operates a cloud-based integrated senior living software platform marketed under the Aline brand, serving operators of assisted living, independent living, memory care, and skilled nursing communities. The platform is architected around three connected product suites — Growth & Engagement (sales CRM, marketing automation, referral management, contact center, sales training), Resident Living (clinical care documentation, electronic medication administration, quality/compliance, dining menus and point-of-sale), and Financials (leasing, billing, payments, accounting) — unified by a central intelligence layer called Aline Intelligence that provides prospect prioritization, outreach drafting, and predictive operational analytics. The ecosystem includes 100+ integration partners across EHR (Epic, MatrixCare), CRM (HubSpot), e-signature (DocuSign), referral networks (A Place for Mom, Caring.com), and other vertical-specific tools, with 91% of the internal team reportedly bringing direct senior living industry experience.

The company sells on an enterprise quote-based annual subscription model with optional add-on modules, supplemented by professional services for implementation, training, and advisory consulting (Aline Advisory Services). Go-to-market is sales-led with a dedicated field sales motion targeting large senior living operators, supported by inside sales for mid-market accounts, and reinforced through content marketing, an annual industry innovation summit, and thought-leadership publications like the State of Senior Living Survey. Named enterprise customers include Atria Senior Living, Americare Senior Living, Heritage Senior Living, Sodalis Senior Living, Bickford Senior Living, 12 Oaks, AgeWell Senior Living, Ascension Living, Belmont Village, MorningStar, Trilogy Health Services, and UK-based Birchgrove, with the platform supporting more than 9,000 senior living communities in aggregate. The company has raised four funding rounds, with the most recent disclosed institutional round led by Five Elms Capital in December 2019. Day-to-day leadership is held by CEO Pedro Soares, with co-founders Alexandra Fisher (President) and David A. Smith (Chairman of the Board), and headcount is in the 51-100 range.

Name

Sherpa CRM

Legal name

Sherpa CRM

Website

https://sherpacrm.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Sherpa CRM operates the Aline cloud platform for senior living operators, providing integrated CRM, clinical care, dining, and financial workflows to more than 9,000 communities, sold via annual enterprise subscriptions with add-on modules.

Ownership category

akta.pro rank

Product category

Senior Living Software

NAICS

Computer Systems Design and Related Services (54151), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Sales Force Automation (SFA) CRM (HDAEAFAA)

akta.pro secondary industries

Customer Service, Support & Contact Center CRM (HDAEAFAC), B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ), CRM Managed Services & Support (BPAEAGAD)

Keywords

• Senior living software
• CRM platform
• Resident care software
• Senior living sales software
• Care management software

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription SaaS - Platform Access: Subscription-based access to the integrated Aline senior living software platform spanning Growth & Engagement, Resident Living, and Financials modules. Multiple product tiers cover sales CRM, clinical care, dining, leasing, billing, payments, and accounting.
2. Professional Services: Implementation, training, and support services offered alongside software deployment including virtual or on-site instructor-led training and on-demand solution courses.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Sherpa CRM (now operating as Aline) provides a cloud-based, integrated software platform purpose-built for the senior living industry. The platform spans three product suites — Growth & Engagement (sales CRM, referral management, marketing automation, contact center), Resident Living (clinical care, eMAR, quality compliance, dining), and Financials (leasing, billing, payments, accounting) — unified by an AI-powered recommendation engine called Aline Intelligence that guides sales teams and surfaces operational insights for senior living operators managing assisted living, independent living, memory care, and skilled nursing communities.

Product overview

Aline is a unified platform-plus-modules architecture for senior living operators spanning three integrated product suites: Growth & Engagement (sales, marketing, and lead management including Aline CRM, Aline Smart Referral CRM, Aline Connect, Aline Nurture, Aline Contact Center, Aline Discover by Roobrik, and Aline Prospect-Centered Selling), Resident Living (clinical care and dining including Aline Care, Aline eMAR, Aline Quality, Aline Menus by Grove, and Aline Point-of-Sale by Grove), and Financials (revenue and accounting including Aline Leasing & Billing, Aline Payments, and Aline Accounting). A central intelligence layer called Aline Intelligence powers recommendations and predictive analytics across all three suites, with Aline Advisory Services providing consulting support. The platform connects over 9,000 senior living communities with 100+ integration partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Aline CRM A CRM platform functioning as a system of recommendation for senior living sales teams, guiding outreach, prioritizing prospects, automating follow-up, and tracking every interaction.
• Aline Smart Referral CRM A referral management CRM built for skilled nursing and post-acute operators, enabling fast, accurate admissions and coordination across care networks.
• Aline Discover by Roobrik Assessment tool that qualifies families at the moment of interest, surfacing motivations before the first sales conversation begins.
• Aline Connect Automated follow-up tool that maintains contact with prospects between touchpoints, ensuring no lead goes quiet.
• Aline Nurture Marketing automation solution that keeps prospects warm with campaigns running without manual effort.
• Aline Contact Center Contact center solution for managing prospect and family inquiries across the senior living funnel.
• Aline Care Clinical care management platform providing a single, complete resident record from initial assessment through daily care plans.
• Aline eMAR Electronic medication administration record connecting medication administration directly to resident records, reducing errors and closing gaps between ordered and administered medications.
• Aline Quality Quality and compliance monitoring tool keeping standards visible across the senior living community.
• Aline Menus by Grove Dining menu management solution that stores resident dietary preferences and connects them to the care ecosystem.
• Aline Point-of-Sale by Grove Point-of-sale system for senior living dining operations, integrated with menu and dietary preference management.
• Aline Leasing & Billing Revenue management solution handling leasing and billing workflows for senior living communities.
• Aline Payments Payment processing solution integrated with the billing ecosystem.
• Aline Accounting Financial accounting solution providing clear visibility and control over senior living community finances.
• Aline Intelligence AI-powered analytics and recommendation engine that guides sales prioritization, automates outreach, and provides operational insights across the platform. Functions as the central intelligence layer powering the entire Aline ecosystem.
• Aline Advisory Services Advisory consulting services for senior living operators to optimize sales, marketing, and operational performance.

Quantifiable outcome

• Supports 9,000+ senior living communities
• +2 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

AI capability3 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core.

• EpiccoreTechnology or IntegrationElectronic health records integration partner. Aline connects with Epic's EHR system for clinical data interoperability in senior living and skilled nursing settings.
• DocuSigncoreTechnology or IntegrationElectronic signature integration enabling digital document workflows for leases, contracts, and resident agreements within the Aline platform.
• HubSpotcoreTechnology or IntegrationMarketing automation and CRM integration partner for inbound marketing and sales pipeline management.
• MatrixCarecoreTechnology or IntegrationEHR integration for skilled nursing and post-acute care settings, enabling coordinated care documentation.
• A Place for MomcoreTechnology or IntegrationSenior living referral and placement network integration connecting families to senior living communities through Aline's sales and lead management.
• Caring.comcoreTechnology or IntegrationSenior living referral platform integration enabling lead capture and prospect management from online family searches.
• Grove (MENU)coreTechnology or IntegrationDining management and menu planning solution (Aline Menus by Grove) integrated into resident care workflow for dietary preference management.
• RoobrikcoreTechnology or IntegrationProspect qualification and family assessment technology (Aline Discover by Roobrik) enabling motivation-based lead scoring.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Yardi: Long-standing property management and senior living software suite (Yardi Senior Living Suite). Comparable as a broad incumbent offering leasing, billing, CRM, and operations functionality that competes with Aline's financials and Growth & Engagement suites.
• HubSpot: Horizontal CRM and marketing automation platform. Comparable both as a competitor to Aline's Growth & Engagement suite and as an integration partner within Aline's ecosystem.
• Salesforce: Horizontal CRM leader with industry clouds including healthcare/life sciences. Comparable as a broad incumbent whose vertical features compete with Aline CRM at large enterprise accounts.
• RealPage (OneSite Senior Living): Real estate operations platform with a dedicated senior living module covering CRM, leasing, billing, and analytics. Comparable as a broader real-estate software incumbent extending into senior living workflows.

Direct peers

• Eldermark: Senior living operations and EHR software serving assisted living and memory care providers. Directly comparable as a vertical-specific competitor in resident care, medication management, and community operations.
• MatrixCare: EHR and care management software for skilled nursing, assisted living, and home health providers. Directly comparable given MatrixCare's overlap with Aline's clinical and resident-care modules and is already an integration partner.
• ResMan: Property management platform for senior living, multifamily, and affordable housing. Comparable as a competitor in leasing, billing, and resident management workflows.
• ALIS (Assisted Living Intelligence Software): Specialized EHR and operations platform purpose-built for assisted living communities. Directly comparable as a vertical-focused competitor offering clinical documentation, resident management, and CRM-like sales functionality.
• ECP (Electronic Care Partner): Senior living EHR and operations software used by assisted living and memory care communities. Comparable as a vertically focused competitor in resident care and community management.
• PointClickCare: A leading cloud-based EHR and care coordination platform for skilled nursing, senior living, and home health. Directly comparable as the dominant horizontal incumbent in senior care software that Aline competes against and integrates with.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sherpa-crm

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Sherpa CRM