Sensible Senior Planning

What Sensible Senior Planning does

Sensible Senior Planning is a privately held, bootstrapped professional services firm founded in 2020 by Tzivya Murrin that delivers Medicaid planning and application support to three customer verticals: seniors and their families, elder law attorneys, and healthcare providers (nursing homes, skilled nursing facilities, assisted living communities). The firm operates on a consultative, case-by-case professional services model with fees typically quoted per engagement (example pricing of approximately $4,000 for spend-down and Medicaid application services) and offers free initial consultations nationally via phone (855-9PLANNI) and website contact. Its core offerings include Medicaid Planning for Seniors (spend-down strategy, Medicaid-Compliant Annuity evaluation, application filing, asset protection, nursing home transitions), Medicaid Support for Elder Law Attorneys (financial document organization, direct Medicaid office liaison), and Medicaid Assistance for Healthcare Providers (patient Medicaid navigation, timely approvals, uninterrupted care). Complementary assets include a Medicaid Resource Center of educational content and sample documents and a Facebook-based Planning and Support Group for community peer engagement. The underlying "technology" is administrative expertise in Medicaid eligibility rules, spend-down mechanics, asset protection planning, and application processes across multiple U.S. states — codified human knowledge rather than software — delivered through direct professional services. GTM is sales-led and relationship-based, combining content marketing (website blog, resource center), the Facebook community, free consultations, and direct outreach to elder law attorneys, healthcare providers, and seniors. The firm reports no external funding, operates nationally from a 2-5 person team, and has no mobile app, API, or disclosed AI/automation tooling.

Name

Sensible Senior Planning

Legal name

Sensible Senior Planning

Website

https://sensibleseniorplanning.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Sensible Senior Planning is a privately held, bootstrapped professional services firm providing Medicaid planning, spend-down strategy, and application support to seniors and families, elder law attorneys, and healthcare providers across the United States.

Ownership category

akta.pro rank

Product category

Medicaid Planning Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

akta.pro primary industry

Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG)

akta.pro secondary industry

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

Keywords

• Medicaid planning services
• Elder law support
• Senior care advisory
• Long-term care planning
• Healthcare eligibility assistance

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Medicaid Planning Professional Services: The company generates revenue through professional service fees for Medicaid planning assistance. Services include organizing financial documents, spend-down planning, Medicaid application filing, and ongoing eligibility support. Fees appear to be quoted case-by-case based on complexity, with example pricing of $4,000 for spend-down and Medicaid application services.
2. Medicaid Support for Elder Law Attorneys: Provides specialized support services to elder law attorneys, including organizing financial documents and working with Medicaid offices on behalf of attorney clients.
3. Healthcare Provider Medicaid Assistance: Administrative expertise services for healthcare providers to help facilitate timely Medicaid approvals for patients and ensure uninterrupted care.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Sensible Senior Planning is a professional services firm that provides Medicaid planning, eligibility preparation, and application filing assistance for seniors and their families, elder law attorneys, and healthcare providers. The firm organizes financial documentation, develops spend-down and asset protection strategies, and works directly with state Medicaid offices to facilitate approvals and care transitions.

Product overview

Sensible Senior Planning is a Medicaid planning service company offering a unified suite of advisory services. The core offerings include Medicaid Assistance for Elder Law Attorneys, Medicaid Planning for Seniors, Medicaid Assistance for Healthcare Providers, and a Medicaid Resource Center. These services are complemented by a Facebook-based Planning and Support Group for community peer support. The company provides national services with free consultations, helping individuals, families, and professionals navigate Medicaid eligibility, financial documentation, and application processes.

Differentiator

Problem solved

Functional benefit

Products and services

• Medicaid Support for Elder Law Attorneys Specialized support services for elder law attorneys to streamline the Medicaid process for their clients, including organizing financial documents and working directly with Medicaid offices on their behalf.
• Medicaid Planning for Seniors Personalized Medicaid planning services for seniors and families, including spend-down strategies, Medicaid-Compliant Annuity evaluation, asset protection planning, and step-by-step application process guidance.
• Medicaid Assistance for Healthcare Providers Partner services for healthcare providers such as nursing homes, skilled nursing facilities, and assisted living communities to simplify patient Medicaid navigation, facilitating timely approvals and ensuring uninterrupted patient care.
• Medicaid Resource Center Comprehensive resource center offering up-to-date Medicaid information, educational materials, sample documents, intake forms, and expert insights for individuals, families, and professionals navigating the Medicaid system.

Quantifiable outcome

• Processed 16 Medicaid applications within the last year for one nursing home community
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Caring.com: Senior care resource and referral site covering assisted living, home care, and paying-for-care topics including Medicaid - comparable as a broad incumbent consumer-facing senior care navigator with overlapping content on Medicaid financing.
• WellSky Personal Care (formerly ClearCare): Broad incumbent in home care and post-acute care management software, used by nursing homes and home health agencies to manage patient care including Medicaid-eligible populations - adjacent as a software enabler for healthcare providers that Sensible Senior Planning serves as clients.
• A Place for Mom: Large senior living referral network that connects families to nursing homes, assisted living, and memory care - comparable as a broad incumbent in senior care navigation that also influences Medicaid-related decisions at the point of facility placement.
• ElderLawAnswers: An established elder-law resource platform that helps families find elder law attorneys and provides Medicaid/long-term care planning content - comparable as a broad incumbent serving the same senior audience with overlapping educational and referral content.
• National Council on Aging (NCOA): Large national non-profit that educates seniors on benefits including Medicaid/Medicare and partners with state health insurance assistance programs - comparable as a broad incumbent that both competes for attention and creates partnership/referral pathways for Medicaid planners.

Direct peers

• Medicaid Planning Assistance: Operated by the American Council on Aging, this site provides eligibility screening, state-specific planning guidance, and connects families to Medicaid planners - directly comparable as a national Medicaid planning lead-generation and advisory service.
• American Council on Aging: American Council on Aging runs a national Medicaid planning assistance service for seniors and families, including spend-down planning and application support - directly overlapping with Sensible Senior Planning's core offering, with a broader content/marketing footprint.

Emerging players

• Honor Technology: Technology-enabled home care network serving seniors aging in place, including Medicaid-eligible populations - an emerging player adjacent to the senior care ecosystem in which Sensible Senior Planning operates.
• Wiser Advisor: An online directory connecting consumers with financial advisors including those specializing in elder care, Medicaid, and long-term care planning - comparable as an emerging player in the same lead-generation and advisory space.
• HealthView Services: Provides Medicare/Medicaid planning tools, retirement healthcare cost projections, and patient financial counseling services - an emerging player that brings a more software-enabled approach to the same benefits-navigation problem Sensible Senior Planning addresses manually.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks3 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SensibleSeniorPlanning
• LinkedInlinkedin.com/company/sensible-senior-planning

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sensible Senior Planning