Where You Live Matters

What Where You Live Matters does

Where You Live Matters is a free, consumer-facing web directory and educational resource operated by the American Seniors Housing Association (ASHA), a national nonprofit trade association headquartered in Washington, D.C. with over 400 member companies in the senior living industry. The platform enables families and seniors to search a directory of 7,279+ senior living communities across the United States by location and living option type, and to access unbiased educational content covering Active Adult/55+, Independent Living, Assisted Living, Continuing Care Retirement Communities, Memory Care, Skilled Nursing, and other care options (Home Care, Hospice, Respite). It also provides cost and affordability resources, a "Real Residents Real Stories" testimonial library, and assessment surveys powered by Roobrik that help families determine appropriate care levels and budget fit.

Name

Where You Live Matters

Legal name

American Seniors Housing Association

Website

https://whereyoulivematters.org

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Where You Live Matters is a free, nonprofit consumer directory and educational resource operated by the American Seniors Housing Association, helping families and seniors find and evaluate 7,279+ senior living communities across the United States.

Ownership category

akta.pro rank

Product category

Senior Living Directory Services

NAICS

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

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL)

akta.pro secondary industries

Active Adult (55+) Independent Living Communities (HLADAAAD), Senior Living & 55+ Community Brokerage (BPAJAAAH), Single-Site CCRCs (HLADAEAE)

Keywords

• Senior living directory
• Senior care resources
• Assisted living search
• Retirement community directory
• Senior living education

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Directory Services: Free directory service for consumers seeking senior living communities, funded by American Seniors Housing Association membership and industry support.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Where You Live Matters operates a free, non-profit online directory of 7,279+ senior living communities across the United States, paired with comprehensive educational content on senior living options, costs, payment methods, and caregiver resources. The platform also offers integrated assessment surveys (powered by Roobrik) that provide personalized recommendations on care levels and affordability, routing families to verified community listings.

Product overview

Where You Live Matters is an educational resource and community directory operated by the American Seniors Housing Association (ASHA). The platform consists of a Find a Community Directory (offering 7,279+ senior living community listings with location-based search and verified profiles) and a comprehensive Living Options Information Hub covering all senior living types (Active Adult/55+, Independent Living, Assisted Living, CCRCs/Life Plan Communities, Memory Care, Skilled Nursing, Home Care, Hospice, and Respite). The offering integrates Senior Living Assessment Surveys (powered by Roobrik) for personalized recommendations, Cost and Affordability Resources for financial planning, and Real Residents Real Stories testimonials. The platform provides unbiased information and does not sell user data, serving as a non-profit educational resource for families researching senior living options.

Differentiator

Problem solved

Functional benefit

Products and services

• Find a Community Directory Free, non-profit directory from the American Seniors Housing Association providing unbiased access to senior living communities. Features location-based search with 7,279+ community listings including verified profiles with contact information, addresses, and direct website links for families researching senior living options.
• Living Options Information Hub Educational resource covering all senior living types including Active Adult/55+, Independent Living, Assisted Living, Continuing Care Retirement Communities (CCRCs/Life Plan), Memory Care, Skilled Nursing, and Other Options (Home Care, Hospice, Respite). Provides detailed descriptions, benefits, costs, and FAQ content for families and seniors comparing care options.
• Cost and Affordability Resources Comprehensive financial guidance covering senior living costs, value comparison worksheets, and pathways to afford senior living including house sale, insurance, savings, and government benefits. Targeted at families and seniors evaluating the financial implications of senior living transitions.
• Paying for Senior Living Guide Financial planning resources covering house sale proceeds, bridge loans, reverse mortgages, long-term care insurance, life settlements, annuities, and hybrid insurance policies for funding senior living. Targeted at families and seniors planning senior care expenses.
• Senior Living Assessment Surveys Interactive survey tools powered by Roobrik including affordability assessment (3-minute questionnaire) and senior living suitability evaluation (5-minute survey) providing personalized recommendations for families researching senior living options.
• Real Residents Real Stories Testimonial platform featuring video interviews and stories from senior living residents across multiple living options, filtered by themes like Friendship, Life Transitions, Finding Joy, and Downsizing. Helps families and prospective residents understand the lived experience of senior living communities.

Quantifiable outcome

• 7,279 senior living communities searchable through the directory
• +1 more outcomes

Named customers6 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

Integration2 records

Partnerships

One partnership is on record.

• RoobrikcoreTechnology or IntegrationRoobrik provides assessment survey tools integrated into the Where You Live Matters platform, enabling families to take 5-minute surveys to determine appropriate senior living options based on needs, preferences, and lifestyle factors. Roobrik also powers affordability assessments.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• A Place for Mom: A Place for Mom is the largest senior living referral network in North America, connecting families with assisted living, memory care, and independent living communities through a free advisor-led service. It is the closest direct competitor to Where You Live Matters' directory-plus-education model, with paid referral economics Where You Live Matters lacks.
• Caring.com: Caring.com is a leading senior care resource and directory covering assisted living, memory care, home care, and nursing homes with editorial reviews and a national community directory. It directly overlaps Where You Live Matters on directory listings, living-option educational content, and family decision-support resources.
• Seniorly: Seniorly is an online senior living marketplace that helps families find assisted living, memory care, and independent living communities through localized search and advisor support. It competes head-to-head on the same find-a-community use case Where You Live Matters serves.
• SeniorLiving.org: SeniorLiving.org is an educational and directory site covering senior living types, costs, and provider listings. It is a content-led competitor comparable to Where You Live Matters' blend of unbiased educational resources and a searchable community directory.
• SeniorAdvisor.com: SeniorAdvisor.com is a reviews and directory platform for senior living communities, memory care, and home care providers. It competes with Where You Live Matters on community listings and family decision tools, with a heavier emphasis on consumer reviews.
• AssistedLiving.com: AssistedLiving.com is a senior living directory and information site focused on assisted living options, costs, and provider listings. It overlaps Where You Live Matters on assisted-living-specific directory and educational content for families researching senior care.

Emerging players

• Family Assets: Family Assets is a senior living search platform offering a community directory, cost calculators, and family decision-support tools. It is an emerging player with meaningful overlap on the directory-plus-assessment use case Where You Live Matters pursues.

Broad incumbents

• AARP: AARP is the largest U.S. advocacy and resource organization for adults 50+, offering extensive caregiving, housing, and aging-in-place content. It is a broad incumbent in senior information, comparable to Where You Live Matters on educational depth and consumer trust, though it does not focus narrowly on senior living placement.

Others

• HelpGuide.org: HelpGuide.org is a nonprofit digital resource providing evidence-based articles on aging, dementia, elder care, and caregiver support. It is thematically adjacent to Where You Live Matters' educational library but does not offer a community directory or referral service.
• National Council on Aging: The National Council on Aging is a nonprofit service and advocacy organization providing resources on aging, benefits access, and elder care programs. It is an adjacent ecosystem participant that competes for the same family-researcher audience on senior care topics but does not run a senior living directory.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Where You Live Matters