APlan2Age

What APlan2Age does

APlan2Age is a US-based nonprofit organization that provides free educational content, planning tools, and a coordinated professional network to help individuals, families, and caregivers prepare for aging, housing, health, and life transitions. The platform is structured around two primary use paths: proactive planning (its 'ABC: Act Before Crisis' framework) and crisis response, both surfaced through a website (aplan2age.org), downloadable care plan templates, and a 'Resources' library linking to geriatric care managers, senior centers, home-care providers, and community living options. Its flagship content asset is the 'Caring in America' podcast hosted by co-founder Richard Wexler, which had reached 124+ episodes by June 2026 and features elder-care experts and senior-care resources.

The core offering is the 'Home Team' initiative, a nationwide network of vetted aging-services professionals — financial planners, senior housing experts, healthcare advocates, legal professionals, caregivers, and geriatric care managers — organized into coordinated local and national teams that families can search by region and engage for advisory and referral support. Supporting products include the '10 Ways to Pay for Care' educational series, the National Conversation on Aging and Care quarterly webinar, and a partner marketing toolkit (logos, social assets, print collateral) requiring Home Team members to publish a minimum of three social media posts per month. The organization does not develop proprietary technology; its technology footprint is a standard WordPress-based website (aplan2age.org), a Buzzsprout-hosted podcast, and Zoom-based virtual events.

The business model is donation- and sponsorship-based. There is no fee structure, subscription, or product pricing — all resources are free to end users. Revenue derives from individual donations (one-time and recurring), legacy and mission-aligned giving, and corporate and professional sponsorships. Named sponsors include Senior Helpers (co-founded by APlan2Age co-founder Peter Ross), the Healthcare Leadership Council (whose president Maria Ghazal serves on the advisory board), Wellsky, and SilverAssist. The organization is founder-led, with co-founders Richard Wexler (CEO) and Peter Ross (Advisory Board President), Steph Baierl as CIO, and operates without disclosed headcount, parent entity, or financial filings.

Name

APlan2Age

Legal name

APlan2Age

Website

https://aplan2age.org

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

APlan2Age is a US-based nonprofit that provides free aging and caregiving educational content, planning tools, and a nationwide 'Home Team' professional network to help individuals and families prepare for and navigate aging-related decisions.

Ownership category

akta.pro rank

Product category

Aging and Caregiving Resource Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Social Services (8300)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

Keywords

• Aging planning services
• Caregiver education resources
• Senior care coordination
• Family aging support
• Eldercare planning tools

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: One-time or recurring donations from individuals who believe no family should navigate aging alone. The organization states 'Your donation helps us connect them with trusted resources, education, and guidance when they need it most.'
2. Corporate & Professional Sponsorships: Purpose-driven businesses and professionals sponsor educational initiatives, support regional or national Home Team members, and align their brand with trusted aging advocacy. Sponsors include Senior Helpers, Healthcare Leadership Council, SilverAssist, and Wellsky.
3. Legacy & Mission-Aligned Giving: Donations made in honor of a loved one, caregiver, or family experience with aging.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

APlan2Age is a comprehensive nonprofit aging and caregiving resource designed to help individuals and families prepare for the challenges and opportunities that come with aging. The organization delivers educational content, planning tools, and a coordinated nationwide network of trusted professionals (the Home Team) covering financial planning, legal, healthcare, housing, and caregiving support. Its core model is built around proactive planning (ABC: Act Before Crisis) combined with crisis support resources for families navigating aging journeys.

Product overview

APlan2Age is a comprehensive nonprofit aging and caregiving resource platform designed to help individuals and families prepare for challenges and opportunities that come with aging. The platform consists of multiple interconnected products and services: the core APlan2Age Platform providing educational content and expert insights; the ABC: Act Before Crisis program encouraging proactive planning; the Caring in America Podcast featuring Elder Care Experts; the Home Team initiative creating a nationwide network of trusted professionals (financial planners, senior housing experts, healthcare advocates, legal professionals, and caregivers); the Care Plan Template for family guidance; the Marketing Toolkit for partner promotion; and the 10 Ways to Pay for Care educational series covering various care funding options. These products work together to provide families with education, coordination, and community-based support for aging-related planning.

Differentiator

Problem solved

Functional benefit

Products and services

• APlan2Age Platform A comprehensive free nonprofit aging and caregiving resource platform designed to help individuals and families prepare for challenges and opportunities that come with aging through educational content, expert insights, and coordinated support.
• ABC: Act Before Crisis A program encouraging families to plan ahead before a health event creates urgent and difficult decisions, providing tools, resources, and guidance to navigate the complexities of aging.
• Caring in America Podcast A free podcast hosted by Richard Wexler that introduces Elder Care Experts and provides wisdom about Care and its components, making Caregivers and Care Recipients aware of Elder Care Resources. Reached Episode 124 as of June 2026.
• Home Team A nationwide initiative empowering families to create a nurturing environment supporting productive aging by bringing together trusted professionals including financial planners, senior housing experts, healthcare advocates, legal professionals, and caregivers into coordinated local and national teams.
• Care Plan Template A downloadable template designed to help guide families through the aging journey planning process.
• 10 Ways to Pay for Care Series An educational series covering various payment methods for care including Wealth Management, Long-Term Care Insurance, Life Insurance Settlements, Reverse Mortgages, Real Estate, Real Estate Lending, Veterans Benefits, Medicaid, and Family Care.
• Marketing Toolkit A membership resource providing marketing materials including logos, assets, banners, email signatures, social media posts, and printable templates for Home Team members and partners to build awareness of the APlan2Age mission.
• Sponsorship Program Corporate and professional sponsorship opportunities allowing purpose-driven businesses and professionals to sponsor educational initiatives, support regional or national APlan2Age teams, and align their brand with trusted aging advocacy.

Quantifiable outcome

• Families who plan ahead experience reduced stress and better health outcomes compared to those reacting in crisis situations.
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Senior HelperscoreStrategic or Co-development PartnerSenior Helpers, co-founded by APlan2Age Co-Founder Peter Ross, is an Advisory Council Member and sponsor. Senior Helpers provides non-medical in-home care services and is a National leader in Non-Medical Home Care since 2004. The partnership supports APlan2Age's mission of connecting families with trusted home care resources and professionals.
• Healthcare Leadership Council (HLC)coreStrategic or Co-development PartnerHealthcare Leadership Council is an Advisory Council Member and sponsor. HLC is the leading healthcare industry association representing all segments of American healthcare. Maria Ghazal, President and CEO of HLC, serves on APlan2Age's Advisory Board.
• SilverAssistcoreStrategic or Co-development PartnerSilverAssist is an Advisory Council Member and sponsor of APlan2Age. The partnership aligns purpose-driven aging services with SilverAssist's offerings for seniors.
• WellskyminorGTM or Marketing PartnerWellsky is listed as a sponsor of APlan2Age, supporting the nonprofit's mission through sponsorship.
• Senior Spaces TVcoreStrategic or Co-development PartnerSenior Spaces TV is a content partnership providing visual education for homeowners about aging in place options. The partnership helps visually educate homeowners and the local Home Team can bring these resources to their communities.
• Seniors Blue BookminorGTM or Marketing PartnerSeniors Blue Book has helped millions of seniors and caregivers find support since 1983 with approximately 25 locations across the United States printing annual FREE resource guides. APlan2Age links to their comprehensive local resources.
• A Place for MomminorGTM or Marketing PartnerA Place for Mom is a senior living referral service. APlan2Age's EP 100 featured CEO Tatyana Zlotsky discussing options for care and guidance for families. Provides navigation to Assisted Living, Memory Care and more.
• Legacy NavigationcoreChannel Partner/ Reseller/ DistributorLegacy Navigation is a team of Certified Medicaid Planners (CMPs) with clinical backgrounds serving families across Idaho, Washington, Oregon, Nevada, California, and Arizona. They help families access higher levels of care while preserving assets. Featured in the '10 Ways to Pay – Medicaid' content series.
• Caregiver Action Network (CAN)minorGTM or Marketing PartnerCaregiver Action Network provides support resources for caregivers. APlan2Age directs families to CAN for additional support on their caregiving journey.
• National Council on Aging (NCOA)minorGTM or Marketing PartnerNational Council on Aging and state-level agencies provide resources for families navigating aging journeys. APlan2Age links to NCOA resources.
• Aging Life Care Association (ALCA)minorGTM or Marketing PartnerALCA is the professional association for Geriatric Care Managers. APlan2Age recommends families contact Geriatric Care Managers through ALCA for guidance and assistance in both planning and crisis situations.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Eldercare Locator: Eldercare Locator is a federally funded public directory connecting older adults and caregivers to local aging services — overlapping APlan2Age's directory and referral function as a free, government-backed resource.
• AARP: AARP is the largest U.S. nonprofit serving older adults, providing education, advocacy, and caregiver resources — directly comparable to APlan2Age's educational and family-support mission at vastly greater scale.

Others

• WellSky: WellSky is a healthcare technology platform serving aging-services providers; it is a listed APlan2Age sponsor and adjacent infrastructure player rather than a direct competitor.

Direct peers

• Family Caregiver Alliance: FCA is a national nonprofit providing caregiver education, research, and direct services for families caring for older adults — overlapping APlan2Age's caregiver-education and resource-coordination mission.
• A Place for Mom: A Place for Mom is a senior living referral service connecting families to assisted living, memory care, and other aging services — directly comparable to APlan2Age's referral-driven Home Team model (already a listed partner).
• National Council on Aging (NCOA): NCOA is a national nonprofit providing resources for older adults and caregivers, including benefits navigation and educational content — directly overlapping APlan2Age's planning and education offerings (and is already a listed partner).
• Senior Helpers: Senior Helpers is a national non-medical home care franchise co-founded by APlan2Age co-founder Peter Ross; it provides in-home caregiving services and serves as both a sponsor and a natural distribution partner for APlan2Age's family-facing resources.
• Legacy Navigation: Legacy Navigation is a regional Certified Medicaid Planner team serving families across the Western U.S. on care funding — comparable to APlan2Age's professional network members and already a featured Home Team content partner.
• Aging Life Care Association (ALCA): ALCA is the professional association for geriatric care managers offering family-facing guidance and a professional directory — directly comparable to APlan2Age's Home Team professional network (already a listed partner).
• Caregiver Action Network (CAN): CAN is a national nonprofit offering education, peer support, and resources for family caregivers — directly comparable to APlan2Age's caregiver-focused content and crisis support resources.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/aplan2age
• LinkedInlinkedin.com/company/aplan2age
• Instagraminstagram.com/aplan2age

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 APlan2Age