Seniors Blue Book

What Seniors Blue Book does

Seniors Blue Book is a US-based, privately-held periodical publisher and directory platform founded in 1983 and headquartered in Salt Lake City. The company operates a multi-channel senior care information resource that combines semi-annual printed guides — 3 million copies distributed annually across approximately 28 geographic markets, primarily through hospitals, senior centers, and Area Agencies on Aging — with a national digital directory at seniorsbluebook.com covering senior housing, home health, hospice, Medicare providers, and senior services. The core product surface includes a Medicare search tool, an article and video library, a side-by-side community comparison tool, and a specialized Discharge Planners Resource Notebooks (DPRN) product aimed at hospital discharge planners. End users access the resource for free, with no personal information required, and the platform is positioned as a directory (not a referral service) that does not share user data without consent.

Revenue is generated entirely from the supply side of the marketplace. Independent franchise owner-operators (referred to as local Publishers) pay an initial franchise fee of $30,000-$80,000 tiered by the 65+ population in their territory, plus a 6% ongoing royalty on gross sales. Local Publishers are responsible for territory-level sales, production, distribution, and billing within defined county boundaries; the centrally-published franchise fee schedule and royalty structure together form the principal revenue mechanism. Additional revenue comes from advertising sold to senior care providers — assisted living, memory care, nursing homes, home health agencies, hospice, and adjacent service businesses — where the company reports an advertiser renewal rate exceeding 80% overall and approaching 95% in its most established markets. The complete franchise investment ranges from $40,600 to $109,400 per territory.

The go-to-market is sales-led and relationship-driven, anchored on franchise owner-operators who manage territory-level advertiser relationships, monthly networking events, and the physical replenishment of print racks in healthcare facilities. Distribution combines healthcare channel partnerships (hospitals, discharge planners, emergency departments, senior centers, Area Agencies on Aging), community distribution points, direct mail/order fulfillment, and a self-serve digital platform. The stated user-base signal is 2.7 pass-along readers per printed edition, and the company explicitly differentiates itself from referral services on the basis of privacy and on the publication of actual (not estimated) pricing.

Name

Seniors Blue Book

Legal name

Seniors Blue Book

Website

https://seniorsbluebook.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

101–250 employees

Short description

Seniors Blue Book is a privately-held US publisher and directory founded in 1983 that distributes 3 million free printed guides annually across 28 markets and runs seniorsbluebook.com, connecting seniors, caregivers, and hospital discharge planners with senior housing, home health, hospice, and Medicare providers. Revenue is generated from franchise fees and royalties on independent local publishers plus advertising from senior care providers.

Ownership category

akta.pro rank

Product category

Senior Care Information and Directory Publishing

NAICS

Web Search Portals, Libraries, Archives, and Other Information Services (5192), Software Publishers (513210), Services for the Elderly and Persons with Disabilities (62412)

SIC

Books: Publishing Or Publishing & Printing (2731), Miscellaneous Publishing (2741), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Senior Living & 55+ Community Brokerage (BPAJAAAH)

akta.pro secondary industries

Online & Hybrid Senior Learning Platforms (EDAAAMAD), Caregiving, Aging-in-Place & Home Safety Education (For seniors & family caregivers) (EDAAAMAL), Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG)

Keywords

• Senior care directory
• Printed resource guides
• Senior housing listings
• Home health directory
• Franchise publishing

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Franchise Fees: Seniors Blue Book collects franchise fees ranging from $50,000 to $80,000 based on 65+ population in territory, plus a royalty fee of 6% of gross annual sales from franchise operators
2. Advertising Revenue: Local publishers sell advertising to senior care businesses including assisted living, memory care, nursing homes, home health agencies, and other senior services. Advertiser renewal rate exceeds 80%
3. Printed Guide Sales: Print guide sales to seniors, caregivers, hospitals, senior centers, and healthcare providers. 3 million copies printed annually across 28 markets

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Seniors Blue Book is a multi-media senior care information platform that publishes a free directory and resource guide for seniors, caregivers, and family members. The offering combines a printed guide (3 million copies annually across 28 markets) with a national online directory (seniorsbluebook.com) that lists all licensed senior housing, assisted living, memory care, nursing homes, retirement communities, home health, hospice, and local senior services with actual prices and offerings. The company also provides the Discharge Planners Resource Notebooks (DPRN) for healthcare professionals and monetizes primarily through advertising sales to senior care providers and franchise fees from local publishers.

Product overview

Seniors Blue Book is a comprehensive multi-media resource platform providing senior care information through both printed editions (3 million copies annually across 28 printed markets) and a national digital database. The core offerings include the Seniors Blue Book Guide (available in both print and digital formats), the seniorsbluebook.com web platform with search capabilities (including a Medicare Search Tool), Article Library, Video Library, and Discharge Planners Resource Notebooks (DPRN). Additional services include a Compare Tool for side-by-side community comparison, Newsletter Sign-Up, VIP Membership program, franchise opportunities for local publishers, and advertising/marketing services for senior care providers. The company positions itself as a directory rather than a referral service, emphasizing that it does not share user information without consent.

Differentiator

Problem solved

Functional benefit

Products and services

• Seniors Blue Book Guide Flagship resource guide providing comprehensive local information on senior housing, senior care, resources, and services. Available in both printed editions (3 million copies annually across 28 markets) and as a national digital database at seniorsbluebook.com for seniors, caregivers, and family members.
• Local Market Printed Editions Printed editions of the Seniors Blue Book Guide covering 28 specific geographic markets including Alabama Gulf Coast, Colorado (Boulder County, Colorado Springs, Denver Metro, Denver North, Denver South, Northern, Southern, Western Slope), Connecticut Southern, Florida Southwest and Orlando, Idaho Boise/Treasure Valley, Kansas/Missouri Kansas City, Massachusetts Greater Boston, Minnesota Twin Cities, Mississippi Southern, Nebraska East/Iowa West, New Jersey (Bergen/Passaic, Morris/Somerset, Ocean/Monmouth Counties), Pennsylvania (Pittsburgh, South Central), Texas Greater Dallas, and Utah.
• Discharge Planners Resource Notebooks (DPRN) Specialized resource notebooks designed for hospital discharge planners and healthcare professionals to help guide patients and families through senior care transitions. Available for multiple regional markets, the DPRN includes listings of senior housing, home health, hospice, and Medicare-related resources with actual prices and offerings.
• Medicare Search Tool

Quantifiable outcome

• 3 Million copies printed and distributed annually
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Hospitals and Healthcare SystemscoreChannel Partner/ Reseller/ DistributorHealthcare facilities including hospitals and emergency departments distribute Seniors Blue Book guides to patients and families navigating senior care transitions. Care managers use the resource to connect patients with appropriate senior services.
• Senior Centers and Community OrganizationscoreChannel Partner/ Reseller/ DistributorSenior centers, Area Agencies on Aging, and community organizations distribute printed guides and serve as trusted local resources for seniors seeking information about housing and care options.
• Medical GuardianminorGTM or Marketing PartnerTrusted partner and advertiser offering medical alert systems for seniors. Featured in the 'Trusted Options' section of the platform.
• HealthLightminorGTM or Marketing PartnerTrusted partner and advertiser offering light therapy devices for pain management. Featured in the 'Trusted Options' section of the platform.
• Franchise Owner-OperatorscoreChannel Partner/ Reseller/ DistributorIndependent franchise operators manage local markets, handling sales, production, distribution, and billing. Each territory is defined by county boundaries and 65+ population.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• HelpGuide.org: Nonprofit digital publisher of mental health, elder care, and wellness educational resources. Partial overlap with SBB's caregiver education content library, though HelpGuide spans broader topics beyond senior housing.
• AARP: Large nonprofit organization providing broad resources, advocacy, and information for the 50+ demographic. SBB overlaps with AARP's senior housing and caregiving resource content but operates as a for-profit, narrower-scope directory specialist.

Direct peers

• Seniorly: Online marketplace specializing in senior living options with local market advisors. Acquired by A Place for Mom; comparable in operating a digital directory plus human-advisor hybrid for senior living search.
• SeniorLiving.org: Senior living information platform with directories of communities and educational resources for families. Comparable in combining a search directory with extensive educational content for caregivers and seniors.
• Where You Live Matters: Senior living directory platform focused on helping families compare assisted living and memory care options. Comparable as a digital directory serving the same senior care advertising-driven business model.
• Caring.com: Senior care information and reviews platform providing directories of assisted living, memory care, and home care, with content resources for caregivers. Directly comparable to SBB's combination of senior care directory listings and educational article/video library.
• A Place for Mom: The largest senior care referral network in the US, connecting families with assisted living, memory care, and home care providers via a paid referral model. Directly comparable to Seniors Blue Book's senior care directory function but operates a centralized, venture-backed digital model rather than a franchise-based print + digital mix.
• AgingCare.com: Caregiver community and resource platform providing senior care directories, forums, and educational content for adult children of aging parents. Overlaps with SBB's caregiver-facing content library and senior housing listings.
• SeniorAdvisor.com: Senior care review and directory platform covering assisted living, memory care, and home care. Part of the A Place for Mom network; comparable review-plus-directory model for senior care provider discovery.

Others

• Eldercare Locator: US Administration on Aging public service directory connecting older Americans and caregivers with local aging services. Comparable as a free national senior care resource directory, but a government-run public service rather than a commercial advertising platform.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/seniorsbluebook

Revenue estimate

Valuation estimate

Number of profiles

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 Blue Book