Senior Planning Services

What Senior Planning Services does

Senior Planning Services is a privately held professional-services firm headquartered in Lakewood, New Jersey that assists seniors aged 65+ and their families with the U.S. Medicaid application process, primarily for long-term care coverage in nursing homes, assisted living facilities, and similar settings. Founded in 2006 by Ben Mandelbaum and operating as Senior Planning Services, LLC, the company has approved 10,000+ clients for Medicaid across 22 states (CT, DE, FL, GA, IN, IA, KY, ME, MD, MA, MO, NH, NJ, NY, NC, OH, PA, RI, TX, VA, WA, WV), with additional field offices in Brooklyn, Providence, and Waterbury. Its core offering is a structured 10-step process spanning free consultation, Medicaid education, in-person meetings, dedicated case management, document collection, internal review-team analysis, application submission, monthly status reporting, and approval confirmation; supporting this is an online Applicant Portal (applicant-portal.seniorplanning.com) for in-flight clients and a separate Healthcare Provider service line for nursing homes and assisted-living operators seeking faster resident Medicaid approvals.

Name

Senior Planning Services

Legal name

Senior Planning Services, LLC

Website

https://seniorplanning.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Senior Planning Services is a Medicaid application consulting firm that helps seniors and their families navigate eligibility and approval for long-term care coverage across 22 U.S. states, using a dedicated case-manager model with a healthcare-provider referral channel.

Ownership category

akta.pro rank

Product category

Medicaid Application Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

akta.pro secondary industry

Retirement Planning & Financial Education for Seniors (EDAAAMAF)

Keywords

• Medicaid application services
• Elder care consulting
• Healthcare documentation
• Long-term care planning
• Medicaid eligibility consulting

Headquarters

HQ city

Lakewood

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Medicaid Application Assistance Services: Senior Planning Services generates revenue by assisting individuals and families with the Medicaid application process. This includes document collection, application preparation, liaison with state Medicaid offices, and ongoing case management through approval. The company offers free initial consultations, with paid services following if the client decides to retain them.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Senior Planning Services is a Medicaid application consulting firm that helps seniors and their families navigate the Medicaid eligibility and enrollment process for long-term care. The company provides end-to-end documentation, case management, and application preparation services, and also partners with healthcare providers to assist their resident populations. Operations span 22 U.S. states from a Lakewood, NJ headquarters.

Product overview

Senior Planning Services is a Medicaid planning and application assistance company that offers a single, unified service focused on helping seniors and families navigate the complex Medicaid eligibility and application process. The company provides end-to-end support through a structured 10-step methodology, including free consultations, document gathering, application preparation, submission to state Medicaid offices, and ongoing liaison services until approval. Services are available across 21 U.S. states with specialized healthcare provider solutions for facilities seeking to help their residents obtain Medicaid coverage.

Differentiator

Problem solved

Functional benefit

Products and services

• Medicaid Application Consulting End-to-end consulting and documentation service that helps individual seniors and their families prepare and submit Medicaid applications for long-term care coverage, including eligibility assessment, asset documentation, and case management through approval.
• Healthcare Provider Partnership Services White-label or referral-based Medicaid application support offered to nursing homes, assisted living facilities, and other senior care providers to help their residents obtain Medicaid coverage for long-term care.

Quantifiable outcome

• 10,000+ clients approved for Medicaid

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• LeadingAgeminorOthersIndustry association membership displaying affiliation with LeadingAge, a national nonprofit membership organization focused on aging services.
• AHCA/NCAL (American Health Care Association/National Center for Assisted Living)minorOthersIndustry association membership displaying affiliation with AHCA/NCAL, the leading voice for assisted living and skilled nursing care providers.
• Healthcare Association of New Jersey (HCANJ)minorOthersState industry association membership in New Jersey.
• Connecticut Assisted Living Association (CALA)minorOthersState industry association membership in Connecticut.
• American College of Health Care Administrators (ACHCA)minorOthersProfessional association membership for health care administrators.
• Massachusetts Senior Care Association (MSCA)minorOthersState industry association membership in Massachusetts.
• Rhode Island Health Care Association (RIHCA)minorOthersState industry association membership in Rhode Island.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• AARP: The dominant U.S. membership organization for older adults, providing extensive educational content on Medicare/Medicaid and long-term care. A massive incumbent shaping demand for — and partially substituting — paid Medicaid assistance.
• National Council on Aging: Large national nonprofit working on aging-related policy, benefits access, and benefits enrollment (including Medicaid). Operates at scale in the same elder-services space where SPS delivers paid application help.
• A Place for Mom: Large senior care referral and advisory platform connecting families with senior living, care, and financing resources. A broader incumbent touching Medicaid-adjacent decisions and competing for the same family-level consideration set.
• Caring.com: National senior care marketplace and content platform covering assisted living, home care, and related financial planning topics. Reaches the same buyer personas as SPS through a content-and-referral model.

Emerging players

• ElderLaw Answers: Online resource and referral network for elder law and Medicaid planning, with a directory of attorneys and consumer-facing education. Adjacent to SPS because it both informs and funnels Medicaid applicants, partially overlapping the same demand.

Direct peers

• Medicaid Planning Assistance: A resource and services platform focused on Medicaid eligibility planning and application support for seniors. Highly comparable in mission, customer profile, and educational content-led GTM.
• The Dennis Duke Company: Specializes in helping families navigate Medicaid applications for nursing home and long-term care coverage. Closely matches SPS's core service and customer segment.
• Senior Planning Alternatives: Offers Medicaid planning and application assistance for seniors facing long-term care costs. Operates in the same niche as SPS with a similar consultative, state-specific approach.
• American Elder Care: Medicaid application and elder care planning services for seniors and their families. Directly comparable to Senior Planning Services in service offering, target customer, and consultative delivery model.
• Senior Care Advisors: Boutique advisory firms that help families evaluate and apply for senior care funding, including Medicaid. Comparable in size, customer, and consultative business model to SPS.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Senior_Planning
• Facebookfacebook.com/SeniorPlanningServices
• LinkedInlinkedin.com/company/senior-planning-services

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 Senior Planning Services