Moving Forward
Moving Forward (a WellRive DBA) provides packing, moving, downsizing, and settling-in services for older adults making life transitions. Operating across nine U.S. metropolitan areas via in-house Move Managers and a partner network.
- Company typePrivate
- Founded1994
- HeadquartersCottage Grove, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Moving Forward does
Moving Forward is a DBA operating under the WellRive brand (formerly Gentle Transitions), delivering move management and downsizing services tailored to older adults and their families across the United States. The firmographic record places the Moving Forward entity in Cottage Grove, Wisconsin, founded in 2014, with 11-50 employees, while the broader WellRive network traces its roots to approximately 1994 and claims more than 30 years of senior-focused relocation experience.
The core offering is a coordinated suite of project-based professional services spanning sorting and downsizing, space planning, packing and unpacking, physical move coordination, short- and long-term storage, home staging, estate clearouts, professional hoarding assistance, and post-move settling-in support. A dedicated Move Manager is assigned to each client to oversee the engagement end-to-end. Service delivery combines an in-house team with a nationwide partner network that enables coverage in nine metropolitan areas across California, Florida, Minnesota, Nevada, Texas, Virginia, and Wisconsin. The company holds DOT# 4333645 and MC# 1692337 interstate moving authority and advertises HIPAA and SOC 2 Type 2 compliance posture.
The business model is professional services revenue generated through quote-based, project-priced engagements, with a free consultation as the entry point and a multi-channel marketing stack (website, The Well newsletter, blog, social, and a Refer a Client program) feeding a sales-led, consultation-driven funnel. No recurring subscription, SaaS, or AI-enabled technology layer is disclosed; the technology footprint is conventional CMS, CRM, and payment infrastructure.
Moving Forward firmographics
Firmographics- Name
- Moving Forward
- Legal name
- WellRive
- Website
- https://movingforwardwisconsin.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Moving Forward (a WellRive DBA) provides packing, moving, downsizing, and settling-in services for older adults making life transitions. Operating across nine U.S. metropolitan areas via in-house Move Managers and a partner network.
- Ownership category
- akta.pro rank
Moving Forward industry classification
Industry- Product category
- Senior Move Management / Relocation Services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Services to Buildings and Dwellings (5617)
- SIC
- Services-To Dwellings & Other Buildings (7340)
- akta.pro primary industry
- Senior Move Management (HSAFAFAD)
- akta.pro secondary industries
- Pre-Move Planning & Move Management (HSAFAFAA), Moving, Downsizing & Estate Organizing (HSAFAKAG), Packing, Unpacking & Set-Up Services (HSAFAFAB), Senior & Assisted-Living Local Moving (HSAKAAAD)
Keywords
Where Moving Forward is headquartered
LocationHeadquarters
- HQ city
- Cottage Grove
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
Moving Forward business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Move Management Services: One-time professional services for move management including packing, moving, unpacking, and settling in support. Revenue is generated through project-based fees for comprehensive relocation services tailored to each client's unique situation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Moving Forward product offering
Product offeringCore offering
Moving Forward (operating as WellRive) provides full-service move management and downsizing solutions for older adults, coordinating sorting, packing, moving, unpacking, settling in, storage, staging, estate clearout, and related relocation support through dedicated Move Managers. Services are delivered by an in-house team supplemented by a nationwide network of trusted partners, with each engagement scoped and quoted individually after a free consultation.
Product overview
WellRive (formerly Moving Forward/Gentle Transitions) offers a unified, full-service move management and downsizing platform for older adults. The core offering is a suite of coordinated relocation services including packing, moving support, unpacking, settling in, space planning, sorting and downsizing, storage, home staging, estate clearout, and professional hoarding assistance. A dedicated Move Manager coordinates all services end-to-end. The company also provides adjacent real estate assistance through partner referrals. Services are delivered through an expert in-house team combined with a nationwide network of trusted partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Design and Organization Professional organizing and design services to help older adult clients organize and arrange their living spaces during relocation.
- Space Planning Strategic space planning services to optimize room layouts and furniture placement in clients' new living environments.
- Sorting and Downsizing Assistance with sorting belongings and making downsizing decisions, helping clients decide what to keep, donate, sell, or discard.
- Packing and Unpacking Full-service packing and unpacking, including wrapping, boxing, and organizing items for transport and setup in the new home.
- Moving Support Comprehensive moving coordination and support, including managing logistics with moving companies and overseeing the physical move.
- Storage Short-term and long-term storage solutions for clients' belongings during transitions between living spaces.
- Professional Hoarding Assistance Specialized, compassionate support for clients dealing with hoarding situations, providing professional decluttering assistance.
- Home Staging Home staging services to prepare properties for sale, arranging furniture and decor to maximize appeal.
- Estate Clearout
Companies that use Moving Forward
Customer profileSegments1 record
Ideal customer profiles1 record
Moving Forward technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Moving Forward partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Moving Forward competitors and assessment
Company assessmentBroad incumbents
- 1-800-GOT-JUNK?: Largest North American junk removal franchise; directly overlaps with WellRive's estate-clearout and hoarding-declutter services.
- Allied Van Lines (Senior Solutions): Large national van line with a specialty senior relocation program offering move coordination, packing, and downsizing—competes for the same older-adult household but with a broader (non-senior-only) book.
- Two Men and a Truck: Large franchised residential moving company with a dedicated 'senior moving' service line; overlaps on packing and household-goods transportation but lacks WellRive's full suite of downsizing/estate services.
- PODS: Portable storage and moving container incumbent that senior customers sometimes use during transitions; adjacent storage/moving capability rather than full-service move management.
- College HUNKS Hauling Junk & Moving: National hauling and moving franchise that overlaps with WellRive on junk removal and donation coordination during estate clearouts and downsizing.
Direct peers
- Caring Transitions: National franchised senior move management and estate liquidation company, the most direct scaled competitor in the older-adult relocation, downsizing, and online auction space.
- Smooth Transitions: Long-standing national senior move management franchise network offering packing, organizing, and relocation services to older adults—directly overlaps WellRive's core offering.
Emerging players
- Right at Home (senior care): National senior home care franchise; not a direct mover but an adjacent ecosystem player whose client base overlaps with WellRive's and could become a referral partner or adjacent acquirer.
- Assisted Living Locators: Senior living placement advisory whose move-coordination needs often trigger handoffs to senior move managers like WellRive; a natural upstream referral source for senior transitions.
- TaskRabbit: On-demand labor marketplace sometimes used by seniors and families for packing, organizing, and small moves; partial overlap on labor but lacks the senior-specialized move management wrapper.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights6 records
Customer concentration
Moving Forward social profiles
Digital presenceMoving Forward compliance and trust
Trust signalCompliance2 records
Moving Forward financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moving Forward leadership team
Management profileNumber of profiles
Profiles1 record
Moving Forward funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moving Forward 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 Moving Forward
What does Moving Forward do?
Moving Forward (operating as WellRive) provides full-service move management and downsizing solutions for older adults, coordinating sorting, packing, moving, unpacking, settling in, storage, staging, estate clearout, and related relocation support through dedicated Move Managers. Services are delivered by an in-house team supplemented by a nationwide network of trusted partners, with each engagement scoped and quoted individually after a free consultation.
Is Moving Forward a public or private company?
Moving Forward is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Moving Forward founded?
Moving Forward was founded in 1994. It employs 11 to 50 people.
Where is Moving Forward based?
Moving Forward is headquartered in Cottage Grove, United States, in the North America region.
How does Moving Forward make money?
One revenue line is on record: move Management Services.
Who are Moving Forward's main competitors?
Broad incumbents on record are 1-800-GOT-JUNK?, Allied Van Lines (Senior Solutions), Two Men and a Truck, PODS and College HUNKS Hauling Junk & Moving. Direct peers are Caring Transitions and Smooth Transitions. Emerging players are Right at Home (senior care), Assisted Living Locators and TaskRabbit.
Does Moving Forward have an API?
No public API is recorded for Moving Forward.
What industry is Moving Forward in?
Moving Forward's product category is Senior Move Management / Relocation Services. Its primary akta.pro industry code is HSAFAFAD, Senior Move Management, with a secondary code of HSAFAFAA, Pre-Move Planning & Move Management. Its NAICS code is 624120 and its SIC code is 7340.