Senior Care Counsel

What Senior Care Counsel does

Senior Care Counsel, LLC is a privately held lead-generation and professional-matching platform headquartered in De Pere, Wisconsin, and operating as a subsidiary of Krause Group, a strategic operating company with over 30 years of experience in long-term care planning. The company connects seniors and their families facing nursing home and long-term care costs with qualified Medicaid planning professionals and elder law attorneys across all 50 states and Washington DC. Its core offering centers on a 3-minute online qualification questionnaire that assesses the prospective client's care situation, marital status, assets, and geographic location, then matches them with a state-specific planning professional. The company generates revenue through an affiliate referral model in which matched leads are passed to affiliated elder law attorneys and Medicaid planners; the company does not provide direct planning services.

Senior Care Counsel's product surface spans Medicaid planning services and productized legal mechanisms including Medicaid annuities, prepaid funeral plans, asset protection trusts, and qualified income trusts, alongside estate planning and long-term care insurance guidance as related services. Supporting these offerings is an extensive educational content library comprising a Crisis Planning Guidebook, Long-Term Care Planning Checklist, State Medicaid Limits database, blog articles, a video library, and an interactive Care Savings Quiz. The technology underlying the platform is described as a standard content and lead-generation website with no proprietary AI, machine learning, or matching engine components disclosed. Go-to-market is sales-led and content-driven, targeting both families in crisis (a loved one already in or entering a nursing home) and pre-planning individuals, with distribution achieved through organic SEO, downloadable lead magnets, email capture, and online qualification forms.

The company reports helping more than 400 seniors per month and claims average client savings of over $100,000 through proper Medicaid planning. With approximately 7 employees, Senior Care Counsel operates as a lean digital intermediary whose value proposition rests on the scale of its national professional network, the depth of its educational content, and the consumer-facing brand credibility inherited from its Krause Group parent. No external funding, M&A activity, or leadership changes are documented in the available data.

Name

Senior Care Counsel

Legal name

Senior Care Counsel, LLC

Website

https://seniorcarecounsel.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Senior Care Counsel is a Krause Group subsidiary that operates a national lead-generation and matching platform connecting seniors and families facing long-term care costs with qualified Medicaid planning professionals and elder law attorneys across all 50 states.

Ownership category

akta.pro rank

Product category

Elder Law Referral Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Health Services (8000), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Benefits, Insurance & Long-Term Care Planning Navigation (Medicare/Medicaid/LTC) (HLADALAI)

akta.pro secondary industries

Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Medicaid planning services
• Elder law referrals
• Long-term care planning
• Nursing home asset protection
• Medicaid eligibility consulting

Headquarters

HQ city

De Pere

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Matching/Referral Services: Senior Care Counsel connects individuals facing long-term care situations with qualified Medicaid planning professionals and elder law attorneys in their area. The company acts as an intermediary/matching service, generating revenue by referring qualified leads to affiliated planning professionals who assist with Medicaid applications, asset protection strategies, annuities, and other Medicaid planning solutions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Senior Care Counsel is a referral and lead-generation service that connects seniors and their families facing nursing home costs with qualified Medicaid planning professionals and elder law attorneys in their geographic area. The company earns revenue by referring qualified leads to affiliated professionals who provide Medicaid planning services including asset protection, Medicaid annuities, funeral plans, asset protection trusts, qualified income trusts, and estate planning. The company supports its matching service with free educational content including a Crisis Planning Guidebook, Planning Checklist, Care Savings Quiz, state Medicaid limits database, and a video library.

Product overview

Senior Care Counsel operates as a lead-generation and professional-matching platform for Medicaid planning services. The core offering consists of Medicaid Planning services that connect seniors and families with qualified elder law professionals who specialize in asset protection strategies. The main products include Medicaid Annuities, Funeral Plans, Asset Protection Trusts, and Qualified Income Trusts—each serving as specific legal mechanisms to help individuals meet Medicaid eligibility requirements while preserving assets. The company also provides Estate Planning and Long-Term Care Insurance guidance as related services. Supporting these core offerings are educational resources including a Crisis Planning Guidebook, Long-Term Care Planning Checklist, State Medicaid Limits database, Care Savings Quiz interactive tool, and a Video Library. Together, these resources guide users through the Medicaid qualification process while the professional matching service connects them with specialists.

Differentiator

Problem solved

Functional benefit

Products and services

• Medicaid Planning
• Medicaid Annuities
• Funeral Plans
• Asset Protection Trusts
• Qualified Income Trusts
• Estate Planning
• Long-Term Care Insurance (LTCI)
• Crisis Planning Guidebook
• Long-Term Care Planning Checklist
• Care Savings Quiz
• State Medicaid Limits Database
• Video Library

Quantifiable outcome

• 400+ seniors helped monthly achieve financial relief from long-term care costs
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Krause GroupcoreStrategic or Co-development PartnerSenior Care Counsel is a subsidiary of Krause Group, a company focused on educating and assisting legal and financial professionals with long-term care planning. Krause Group has over 30 years of experience working with professionals across the country and providing meaningful solutions for their clients. This parent-subsidiary relationship provides Senior Care Counsel with expertise, industry credibility, and access to a network of Medicaid planning professionals.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Caring.com: Senior care matching platform with directory listings, reviews, and referral services for assisted living, memory care, home care, and related elder services. Comparable lead-generation model targeting family caregivers.
• A Place for Mom: Senior care referral and matching platform that connects families with senior living, assisted living, and care providers nationwide. Operates an adjacent referral/match model with similar target demographic but a broader service focus.
• SeniorLiving.org: Information and matching site for senior living options, including assisted living, memory care, and independent living. Competes in the same family-caregiver search and referral space.
• CarePatrol: Senior care placement service that helps families find assisted living, memory care, and in-home care. Uses a referral/matching model with local advisors and is comparable in its family-facing matching service.
• SeniorAdvisor.com: Online senior care marketplace with reviews and directory listings for assisted living, home care, and related senior services. Comparable in its content-driven senior care matching approach.

Direct peers

• American Council on Aging (Medicaid Planning Assistance): Operates a Medicaid planning information and referral service that connects seniors with qualified Medicaid planners across the U.S. Direct competitor in the same lead-matching and educational content model.
• ElderLawAnswers: Provides educational content and a directory of elder law attorneys for Medicaid planning, estate planning, and long-term care issues. Closely comparable lead-generation and matching model for similar target customers.

Others

• Genworth: Major long-term care insurance provider and a leader in LTCI industry research and cost-of-care data. Sequentially, not a direct competitor, but intersects with Senior Care Counsel's audience on LTCI planning and reference pricing.
• Comfort Keepers: National in-home care provider targeting seniors with personal care, companionship, and respite services. Adjacent to Senior Care Counsel's customer base but delivers care services rather than Medicaid planning referrals.
• Visiting Angels: National in-home senior care franchise providing personal care, dementia care, and companion services. Targets the same senior family demographic but operates in the direct care delivery space rather than referral/matching.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/seniorcarecounsel

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 Senior Care Counsel