Seniors Guide

What Seniors Guide does

Seniors Guide, operated by Ross Media Solutions, Inc., is a privately held, family-owned digital platform headquartered in North Chesterfield, Virginia, that serves older adults, their adult children, and family caregivers navigating senior care, housing, and aging-in-place decisions. Founded in 1999 as a print magazine called Senior Housing & Resource Guide, the company launched its website in 2001 and has since evolved into a directory-and-content platform with provider partnerships across 33 U.S. states.

The platform combines a searchable provider directory covering retirement communities, home care, senior services, and care facilities with a structured Care Assessment Tool that generates personalized care roadmaps from user inputs on lifestyle, activities of daily living, and care scenarios. Editorial content is organized into three primary verticals — Health & Care, Entertainment & Senior Life, and Life Planning & Financial — and distributed via The Bulletin newsletter and SEO-optimized article pages. The underlying technology stack is a standard web-based content management system augmented by Google Maps Platform APIs for location services and Google reCAPTCHA for form protection; no public API, SDK, or developer-facing integrations are offered.

The business is monetized through a dual-sided model: consumers access all content, tools, and directory browsing for free, while senior living providers, home care agencies, and care facilities pay for advertising and listings on the consumer site and through a dedicated Partner Portal at partners.seniorsguide.com. The company is led by president Kathryn Ross with co-leaders Katharine Ross and Brian Ross, and has 11-50 employees. No external institutional investors, funding rounds, mergers, or acquisitions are evidenced.

Name

Seniors Guide

Legal name

Ross Media Solutions, Inc.

Website

https://seniorsguide.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Seniors Guide is a family-owned digital platform, founded 1999 and online since 2001, that provides a nationwide senior living directory, educational content, and a Care Assessment Tool to older adults, caregivers, and families, monetized via provider advertising and a partner portal.

Ownership category

akta.pro rank

Product category

Senior Care Information Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL)

akta.pro secondary industries

Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior living directory
• Senior care resources
• Aging in place
• Retirement community listings
• Caregiver support

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Provider Advertising: Senior living providers and care facilities advertise on the platform to reach families researching care options. This appears to be the primary revenue stream.
2. Partner Portal/Subscriptions: Industry professionals can access partners.seniorsguide.com for dedicated portal services, suggesting a B2B revenue component.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Seniors Guide operates a free online platform that functions as a nationwide senior living directory and educational resource hub for older adults, their families, and caregivers. It combines a searchable provider directory covering retirement communities, home care, and senior services in 33 states with an interactive Care Assessment Tool, educational articles (The Bulletin), and a magazine. A separate partner portal serves senior living providers with advertising and listing opportunities, generating the company's primary revenue.

Product overview

Seniors Guide operates as a unified senior living directory and aging resource platform that combines a comprehensive provider directory with educational content and interactive planning tools. The core product is the Seniors Guide Online Platform, which integrates the Care Assessment Tool for personalized needs evaluation, The Bulletin for educational articles across health, lifestyle, and financial topics, and the Seniors Guide Magazine as an additional content format. The platform also includes a Provider Partnership Program for industry professionals. Founded in 1999 and online since 2001, the company serves millions of seniors and caregivers nationwide through free content supported by provider partnerships in 33 states.

Differentiator

Problem solved

Functional benefit

Products and services

• Seniors Guide Online Platform A comprehensive senior living directory and aging resource hub for older adults and their families, providing informational content, provider listings, planning tools, and a searchable directory of senior living providers across 33 states.
• Care Assessment Tool An interactive questionnaire that helps users evaluate their care needs and create personalized roadmaps, guiding them through questions about lifestyle preferences, care requirements, activities of daily living (ADLs), and specific scenarios to generate customized care recommendations.
• Seniors Guide Magazine A publication covering topics relevant to seniors, including lifestyle content, health information, and senior living resources, available both in print form and digitally.
• The Bulletin An articles section featuring content organized into Health & Care, Entertainment & Senior Life, and Life Planning & Financial categories, providing educational articles on health, senior safety, caregiving, Alzheimer's/dementia, palliative and hospice care, games, active living, lifestyle, recipes, technology, travel, downsizing, scams/fraud, elder law, Medicare, retirement planning, and end of life planning.
• Provider Partnership Program A program for industry professionals and senior living providers to partner with Seniors Guide, offering advertising and listing opportunities through a dedicated partner portal, with the platform maintaining provider partnerships in 33 states.

Quantifiable outcome

• Families can browse independently, privately, and at their own pace without feeling tracked, sold to, or rushed

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

One partnership is on record.

• Senior Living ProviderscoreChannel Partner/ Reseller/ DistributorProvider partnerships in 33 states connecting families with senior living communities, home care services, and care facilities. Providers advertise on the platform to reach families in research phase.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• SeniorLiving.org: An online senior living resource and directory providing information on assisted living, memory care, independent living, and home care options. Operates as a content-led directory connecting families with senior living providers, closely mirroring Seniors Guide's model.
• A Place for Mom: The largest senior living referral and advisory service in North America, connecting families with assisted living, memory care, and independent living communities. Directly comparable as a directory and lead-generation platform monetizing provider partnerships.
• SeniorAdvisor: A senior living review and directory platform (now part of A Place for Mom) that connects families with communities through verified reviews and listings. Directly comparable directory and provider-matching functionality.
• Caring.com: A leading online resource for senior living and home care, featuring a national directory of providers, senior care articles, and a family advisory service. Directly competes with Seniors Guide in the senior living directory and family education space.
• CarePatrol: A senior care placement service that helps families find assisted living, memory care, and in-home care providers through local advisors. Comparable in the senior placement and family advisory category, though more service-led versus content-led.
• AssistedLiving.com: An online resource and directory focused on assisted living options, offering community listings, articles, and tools to help families compare senior care providers. Direct competitor in the senior living directory category.

Emerging players

• FamilyAssets: An online senior care marketplace and directory helping families compare assisted living and memory care options with pricing transparency. Emerging player in the same senior living discovery category as Seniors Guide.
• Seniorly: A digital platform offering a curated directory of senior living communities with transparent pricing and local advisors. Emerging digital-native peer in the senior living placement category, competing for provider partnerships and family traffic.

Broad incumbents

• Brookdale Senior Living: The largest operator of senior living communities in the United States, offering independent living, assisted living, and memory care. Comparable as a major player in the senior living ecosystem, though it operates communities rather than a directory.
• Atria Senior Living: A large senior living operator with communities across the U.S. offering independent living, assisted living, and memory care. Comparable as a senior living industry incumbent that could be both a potential customer and competitor for directory providers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/seniorsguide
• Facebookfacebook.com/SeniorsGuideIndianapolis

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Seniors Guide