Moving Forward

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.

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

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

• Senior move management
• Relocation services
• Downsizing assistance
• Packing services
• Moving coordination

Headquarters

HQ city

Cottage Grove

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad 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

• Facebookfacebook.com/profile.php?id=61551909755791
• LinkedInlinkedin.com/company/wellrive/about
• Instagraminstagram.com/wellrive/?utm_source=ig_web_button_share_sheet&igshid=ODE2OTA4Y2Y1MQ==

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Moving Forward