Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options
Gently Guided, LLC is a Pasadena, California-based senior living placement referral service that provides no-cost, personalized guidance to families seeking independent living, assisted living, memory care, and board and care options across California.
- Company typePrivate
- Founded2012
- HeadquartersPasadena, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options does
Gently Guided, LLC is a privately held senior living placement referral service headquartered in Pasadena, California. The company provides no-cost, personalized placement guidance to families seeking appropriate senior living options across California, with primary concentration in the San Gabriel Valley and Greater Los Angeles (from the South Bay to Thousand Oaks, plus the Westside and Valley regions). The service covers four care categories: Independent Living, Assisted Living, Memory Care (including Alzheimer's and dementia), and Board and Care Homes. The company was founded by Lisa Bricker, who transitioned into senior placement in 2012 following her husband's diagnosis with Young Onset Alzheimer's; she is joined by Senior Placement Specialists Jenna Pacini (since 2022) and Daniel Primer (since November 2024), all of whom have direct personal experience as family caregivers for loved ones with cognitive or chronic conditions.
The business operates without a proprietary technology platform. Services are delivered through direct phone consultations (two published numbers), a website contact form, in-person needs assessments, and guided facility tours. The team's value proposition rests on curated knowledge of vetted, licensed senior living communities, including review of state inspection reports, established relationships with community operators, and empathic guidance informed by the founders' own caregiving journeys. The company does not publish any technology integrations, APIs, applications, or AI/ML capabilities.
Gently Guided earns revenue via transaction fees paid by senior living communities when a referred resident moves in, typically a portion of the first month's fee. The service is free to families. Growth is driven by word-of-mouth from placed families and by professional referrals from attorneys, fiduciaries, geriatric care managers, and other senior care professionals. The company is bootstrapped, with no disclosed external funding, no parent company, and no M&A activity.
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options firmographics
Firmographics- Name
- Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options
- Legal name
- Gently Guided, LLC
- Website
- https://gentlyguided.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Gently Guided, LLC is a Pasadena, California-based senior living placement referral service that provides no-cost, personalized guidance to families seeking independent living, assisted living, memory care, and board and care options across California.
- Ownership category
- akta.pro rank
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options industry classification
Industry- Product category
- Senior Placement Referral Services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Other Individual and Family Services (624190), Other Residential Care Facilities (6239)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL)
- akta.pro secondary industries
- Care Coordination & Navigation (Multi-Provider) (HLADALAB), Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB)
Keywords
Where Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options is headquartered
LocationHeadquarters
- HQ city
- Pasadena
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations
Revenue model
- Referral Fee from Senior Living Communities: Gently Guided provides free placement services to families. When a referred senior moves into a senior living community, Gently Guided receives a referral fee from that community—typically a portion of the first month's fee paid by the resident. This creates a transaction-based revenue model where the company is compensated by the supply side (communities) rather than the demand side (families).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free referral service for families |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options product offering
Product offeringCore offering
Gently Guided, LLC provides no-cost personalized senior placement referral services that match families with appropriate senior living communities across California, including independent living, assisted living, memory care, and board and care homes. The company delivers one-on-one consultations, vetted community recommendations, and guided facility tours to help families navigate difficult caregiving and placement decisions.
Product overview
Gently Guided, LLC is a no-cost senior placement referral service that provides personalized guidance to families navigating senior living options. The company operates as a unified service offering, matching seniors with appropriate communities across four care types: Independent Living, Assisted Living, Memory Care, and Board and Care Homes. Services are provided across California with particular focus on the San Gabriel Valley and Greater Los Angeles area. The company is led by Founder & CEO Lisa Bricker, Senior Placement Specialist Jenna Pacini, and Senior Placement Specialist Daniel Primer (joined November 2024).
Differentiator
Problem solved
Functional benefit
Products and services
- Senior Living Placement and Referral Services A personalized, no-cost referral service that matches seniors and their families with appropriate senior living communities across California, covering independent living, assisted living, memory care, and board and care homes. The service is intended for adult children, spouses, and family caregivers responsible for choosing senior living for a loved one.
- Alzheimer's and Dementia Placement Specialist Services Specialized placement assistance for individuals diagnosed with Alzheimer's, dementia, and related cognitive conditions, connecting families with 24/7 supervised memory care communities and specially trained staff. The service is targeted at families facing a new cognitive decline diagnosis.
- Independent Living Referral Services Referral services that connect seniors who can live independently with residential communities offering social opportunities, prepared meals, housekeeping, transportation, and options for stepped-up care. The service is intended for active seniors looking to downsize from home ownership and age in a community setting.
- Assisted Living Referral Services Referral services for seniors requiring assistance with activities of daily living including bathing, dressing, grooming, personal hygiene, meals, and medication management. The service is intended for families seeking residential care centers that support daily needs while promoting independence and quality of life.
- Board and Care Home Placement Services Referral services connecting seniors with intimate, home-like residential settings in neighborhood homes, typically with six residents, providing highly personalized care and attention. Some placements include memory care services. The service is intended for families seeking a small, home-like environment with a high level of individual attention.
Quantifiable outcome
- Hundreds of families served since 2012
- +1 more outcomes
Companies that use Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options competitors and assessment
Company assessmentDirect peers
- Senior Care Authority: Senior placement and eldercare consulting franchise with a national advisor network. Comparable in offering no-cost family placement guidance for assisted living, memory care, and independent living options with revenue from community referral fees.
- Seniorly: Online senior living marketplace and advisory service that helps families compare and connect with assisted living, memory care, and independent living communities. Comparable placement/referral offering with a more digital-first delivery model versus Gently Guided's concierge approach.
- A Place for Mom: The largest U.S. senior living referral and placement advisory network, connecting families with assisted living, memory care, and independent living communities. Directly comparable to Gently Guided in service model (free to families, compensated by communities) but operates nationally versus Gently Guided's California focus.
- Oasis Senior Advisors: Franchise-based senior placement and advisory service operating across the U.S., offering free guidance to families seeking assisted living, memory care, and independent living. Directly comparable service offering and referral-fee revenue model to Gently Guided.
- CarePatrol: National senior placement advisory franchise that helps families find assisted living, memory care, in-home care, and other senior services. Closely matches Gently Guided's free-to-family referral model and dementia care specialization, though at a much larger multi-state scale.
Emerging players
- Caring.com: Senior care resource and referral platform that connects families with assisted living, memory care, and in-home care providers. Comparable family-facing placement support and senior care content, though broader in scope and more content/marketplace-driven than Gently Guided's high-touch concierge service.
- AssistedLiving.org: Senior living referral and informational site focused on assisted living and memory care placements for families. Comparable referral and educational function, with a more national online model versus Gently Guided's local expertise-driven approach.
Broad incumbents
- Brookdale Senior Living: Largest U.S. operator of senior living communities, including assisted living, memory care, and independent living. Comparable in that Gently Guided frequently places residents into Brookdale communities; represents both a referral-fee revenue source and a potential disintermediation threat.
- Atria Senior Living: National senior living operator offering independent living, assisted living, and memory care across many U.S. markets. A common destination for Gently Guided placements and a peer in the broader senior care continuum where referral partnerships and operator-led marketing increasingly compete for placement influence.
Others
- Senior Helpers: National in-home senior care franchise providing personal care, companionship, and respite services. Adjacent to Gently Guided's offering (Gently Guided already refers families to home care providers); useful as a comparison for how a relationship-driven senior services business scales via franchise/system model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options social profiles
Digital presenceGently Guided, LLC - Compassionate Referral Guidance for Senior Living Options financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options leadership team
Management profileNumber of profiles
Profiles3 records
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options 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 Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options
What does Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options do?
Gently Guided, LLC provides no-cost personalized senior placement referral services that match families with appropriate senior living communities across California, including independent living, assisted living, memory care, and board and care homes. The company delivers one-on-one consultations, vetted community recommendations, and guided facility tours to help families navigate difficult caregiving and placement decisions.
Is Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options a public or private company?
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options founded?
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options was founded in 2012. It employs 1 to 10 people.
Where is Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options based?
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options is headquartered in Pasadena, United States, in the North America region.
How does Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options make money?
One revenue line is on record: referral Fee from Senior Living Communities.
Who are Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options's main competitors?
Direct peers on record are Senior Care Authority, Seniorly, A Place for Mom, Oasis Senior Advisors and CarePatrol. Emerging players are Caring.com and AssistedLiving.org. Broad incumbents are Brookdale Senior Living and Atria Senior Living. Senior Helpers is listed as an others.
Does Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options have an API?
No public API is recorded for Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options.
What industry is Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options in?
Gently Guided, LLC - Compassionate Referral Guidance for Senior Living Options's product category is Senior Placement Referral Services. Its primary akta.pro industry code is HSABAIAL, Housing & Placement Coordination (Assisted Living, Memory Care, SNF), with a secondary code of HLADALAB, Care Coordination & Navigation (Multi-Provider). Its NAICS code is 624120 and its SIC code is 8300.