What Keep In Mind, Inc. does

Keep In Mind, Inc. is a privately held dementia education, training, and advisory company founded in 2012 by Ellen Belk, a Board Certified Dementia Educator (BC-DEd) and Certified Dementia Practitioner (CDP) with nearly 25 years of senior living leadership experience, and co-founded with Dan Belk. The company operates from Indian Land, South Carolina, with a lean team of 1-10 employees, and generates revenue primarily through professional services engagements and licensed training content. Its core intellectual property is the proprietary TEAM™ (The 360 System TEAM™) Approach, a trademarked dementia care methodology organized around four pillars (Environment, Communication, Nutrition, and Engagement) that has received official endorsement from the National Institute for Dementia Education (NIDE).

The product portfolio spans the 12-module TEAM™ Training package for frontline care partners in assisted living, memory care, residential care, and home health settings (priced at $2,400 for up to 3 locations with $500 per additional location), the Caregiving 411 Initiative targeting HR directors and employers seeking caregiver support benefits, the newly launched K.I.M. Academy online community platform, trademarked content assets (KIM Quotes™, Culinary Care™), keynote speaking and webinar services, Silver Living Strategies advisory engagements for product developers and businesses marketing to older adults, and referral-based concierge support services for aging citizens in the Carolinas. Trademarked methodologies and NIDE endorsement form the basis of content differentiation.

The go-to-market model is predominantly sales-led and event-driven, with Ellen Belk serving as the primary brand ambassador, product deliverer, and sales channel. Revenue is generated through direct outreach, referral-based introductions, professional speaking engagements across 33+ U.S. states plus international virtual audiences, and one-time training licenses. Customer segments include senior living operators (the primary vertical), product developers and businesses marketing to older adults, HR directors and employers, family caregivers, conference and event planners, and architects and developers. Named enterprise clients include Milestone Retirement, Elegance Living, Hearth Management, BrightView Senior Living, CareFinders Total Care, Kimberly-Clark, and Duke Energy. The company is bootstrapped with no disclosed funding rounds.

Name

Keep In Mind, Inc.

Legal name

Keep In Mind, Inc.

Website

https://keepinmindinc.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Keep In Mind, Inc. is a privately held dementia education, training, and advisory company founded in 2012 by Ellen Belk, providing the trademarked TEAM™ training curriculum, corporate caregiving programs, keynote speaking, and strategic advisory services to senior living operators, employers, and businesses serving aging populations.

Ownership category

akta.pro rank

Product category

Dementia Care Education and Advisory Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Caregiver Support, Coaching & Training (HLADALAG)

akta.pro secondary industries

Benefits, Insurance & Long-Term Care Planning Navigation (Medicare/Medicaid/LTC) (HLADALAI), Alzheimer’s Specialized Care (Mid/Late-Stage) (HSABAEAC)

Keywords

• Dementia education services
• Senior care training
• Caregiver support programs
• Aging population advisory
• Universal design consulting

Headquarters

HQ city

Indian Land

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Advising & Consulting: Ellen Belk serves as a Strategic Advisor for product developers, businesses, or organizations marketing to older adults. Provides industry insight, Universal Design consultations, and age-in-place expertise. Also offers fractional executive leadership services.
2. Dementia Training Modules: Sale of 12-module TEAM™ training package for frontline care partners. Includes hard-copy handouts, video lessons, or bundle options. Customized certificates of completion and Championship Level achievement web badge provided. One-time purchase model with additional per-location fees.
3. Speaking & Presenting: Revenue generated from keynote speaking engagements, customized web education, expert panel discussions, live online Dementia Q&A sessions, and webinar presentations. Ellen has spoken in 33+ states and internationally via virtual appearances.
4. Concierge Support Services: Referral-based concierge support services for aging citizens in North & South Carolina, primarily serving South Charlotte, Ballantyne, Piper Glen, Marvin, Weddington, Waxhaw, Tega Cay, Lake Wylie, Fort Mill, Indian Land and Rock Hill. Services include cognitive assessment, age-in-place consultative advice, online education for family caregivers, and supportive guidance for long-term living placement.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Keep In Mind, Inc. is a dementia expertise, education, and advising company that sells dementia training modules, caregiver support programs, strategic advisory, speaking services, and concierge support for aging citizens. The portfolio is centered on the proprietary TEAM™ (The 360 System TEAM™) Approach and is delivered through direct consulting, training packages, employer benefit programs, and referral-based concierge services primarily in the Carolinas.

Product overview

Keep In Mind, Inc. is a dementia expertise, education, and advising company offering a portfolio of services and products centered on elevating the global Dementia IQ. The company's core offerings include the TEAM™ Training Modules (12 dementia training modules for frontline care partners in senior living), Caregiving 411 (corporate employee caregiving support), K.I.M. Academy (online dementia education community), KIM Quotes™ (awareness content), and Speaking & Presenting services. The company also provides Silver Living Strategies advisory services and concierge support for aging citizens in the Carolinas. The portfolio is organized around the company's proprietary TEAM™ Approach philosophy, with training endorsed by the National Institute for Dementia Education (NIDE).

Differentiator

Problem solved

Functional benefit

Brands

• The 360 System TEAM™ Approach: A holistic dementia care philosophy and training methodology developed by Keep In Mind, Inc.
• TEAM™ Training
• Caregiving 411
• KIM Quotes™
• Culinary Care™

Products and services

• TEAM™ Training Modules A 12-module dementia training package based on The 360 System TEAM™ Approach, designed for frontline care partners in assisted living, memory care, residential care homes, and home health provider settings. Available as hard-copy handouts, video lessons, or a bundled package.
• Caregiving 411 Customized conversations and programs addressing dementia care concerns, offered to employers seeking to add caregiver support to employee benefits plans or wellness packages. Targets employees balancing care and career responsibilities.
• K.I.M. Academy An online community built by Keep In Mind, Inc. dedicated to dementia care and education for caregivers, providers, and the broader aging services audience.
• Speaking & Presenting Keynote speaking, customized web education, expert panel discussions, live online Dementia Q&A sessions, and webinar presentations delivered by Ellen Belk, with live audiences across 33+ U.S. states and international virtual appearances.
• Silver Living Strategies Strategic advising and consulting for product developers, businesses, or organizations marketing to older adults, with expertise in Universal Design, age-in-place solutions, and fractional executive leadership.
• Concierge Support Services Referral-based concierge support for aging citizens in North and South Carolina, including cognitive assessment, age-in-place consultative advice, online education for family caregivers, and guidance on long-term living placement. Primarily serves South Charlotte, Ballantyne, Piper Glen, Marvin, Weddington, Waxhaw, Tega Cay, Lake Wylie, Fort Mill, Indian Land, and Rock Hill.

Quantifiable outcome

• 80% of all Dementia care is delivered by family members, most of whom maintain full or part-time employment - creating significant employer impact
• +1 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• National Institute for Dementia Education (NIDE)coreStrategic or Co-development PartnerNIDE provides official endorsement for the TEAM™ training modules. A contratulatory letter from NIDE is provided to communities displaying the training materials, adding credibility to the certification program.
• HoffackerminorGTM or Marketing PartnerCollaborative partner listed in the Clients & Collaborative Partners section. Steve Hoffacker is a recognized thought leader in senior living sales and marketing.
• Life LoopminorGTM or Marketing PartnerCollaborative partner serving the senior living technology and engagement space.
• Care StoryminorGTM or Marketing PartnerCollaborative partner in the senior living services ecosystem based in Canada.
• BrightView Senior LivingcoreStrategic or Co-development PartnerOne of the named clients for dementia training and consulting services. BrightView operates senior living communities.
• Blake LivingcoreStrategic or Co-development PartnerNamed as a collaborative partner and client in the senior living space.
• Knowledgeable AgingcoreStrategic or Co-development PartnerPlatform partner for webinar content. Ellen Belk conducted a 30-minute webinar for the Knowledgeable Aging platform on the importance of maintaining robust hydration routine for overall wellness.
• Boomers TodayminorGTM or Marketing PartnerPodcast platform where Ellen Belk appeared as a guest to discuss assisted living topics and the 'public relations' problem in senior housing.
• Milestone RetirementcoreStrategic or Co-development PartnerEllen Belk served in leadership roles at Milestone Retirement and continues as a collaborative partner. Featured as reference client for dementia care expertise.
• PALA (Professional Association for Life Aging)coreStrategic or Co-development PartnerProfessional association partner in the senior living and aging services industry.
• GSLA (Georgia Senior Living Association)minorGTM or Marketing PartnerState-level senior living association partnership for educational content distribution.
• Scala (Senior Living Associate)minorGTM or Marketing PartnerAssociation partner serving the senior living professional community.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Positive Approach to Care: Teepa Snow's dementia training and certification organization, delivering workshops, online courses, and a train-the-trainer model to senior living and home care providers. Directly comparable to Keep In Mind's TEAM™ training and Caregiving 411 offerings, with similar founder-led go-to-market and content-licensing economics.
• CareAcademy: Online caregiver training platform serving home care agencies and senior living providers with state-compliant and dementia-specific content. Competes with Keep In Mind in dementia training delivery, but at significantly larger scale with a self-service digital model.
• National Council of Certified Dementia Practitioners: Certification body offering the CDP and CADDCT designations, plus dementia training curricula adopted across assisted living and memory care communities. Overlaps with Keep In Mind's training/credentialing role, with NIDE endorsement functioning analogously to NCCDP's certification framework.
• Activated Insights (Senior Living University): Provider of online training, certification, and engagement products specifically designed for senior living operators, including dementia care curricula. Closely comparable to TEAM™ Training in target buyer, content type, and deployment model.

Broad incumbents

• Home Instead Senior Care: Franchised in-home senior care provider with a widely adopted dementia training program (CARE: Changing Aging Through Research and Education). Targets a similar caregiver and HR buyer base as Keep In Mind's training and Caregiving 411 lines.
• Alzheimer's Association: Largest national nonprofit advancing dementia research, advocacy, and education, offering public-facing caregiver education programs and professional training resources. Overlaps with Keep In Mind's Caregiving 411 and broader public-education mission at massive scale.
• Relias: Enterprise training and compliance platform serving senior living, home health, and human services organizations with bundled regulatory, clinical, and dementia training. Competes with the TEAM™ training modules from a much larger, technology-centric footprint.

Others

• A Place for Mom: Largest senior care referral and advisory network in North America, guiding families to senior living, memory care, and in-home care providers. Adjacent to Keep In Mind's Carolinas concierge support and Silver Living Strategies advisory services, with overlapping caregiver decision-maker audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/keep-in-mind-inc.

Compliance1 record

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 Keep In Mind, Inc.