A Place for Mom: Company Profile

Background

A Place for Mom (APFM), established in 2000, is a privately held senior care referral service headquartered in New York, NY. The company offers personalized assistance to families seeking senior care options, including independent living, assisted living, memory care, and home care services. APFM's mission is to empower families to make informed and confident decisions regarding senior housing that best fit their unique needs.

Key Strategic Focus

APFM's strategic focus centers on:

Comprehensive Senior Care Solutions: Providing a wide array of senior living options through a vast network of over 20,000 providers across the United States and Canada.

Technology-Driven Services: Utilizing advanced technology platforms to connect families with suitable senior care providers efficiently.

Market Expansion: Continuously expanding its service offerings and geographic reach to meet the growing demand for senior care solutions.

Financials and Funding

APFM has undergone several significant funding events:

2006: Secured $9.5 million in venture capital from Battery Ventures.

2010: Warburg Pincus acquired a majority stake in the company.

2017: General Atlantic and Silver Lake Partners jointly acquired equal stakes in APFM, with the management team retaining meaningful ownership.

2022: Raised $175 million in growth equity funding led by Insight Partners, with participation from existing investors General Atlantic and Silver Lake. This round valued the company at over $1 billion.

Technological Platform and Innovation

APFM differentiates itself through:

Proprietary Technology: Developing advanced platforms that streamline the connection between families and senior care providers.

Data Analytics: Employing data-driven methodologies to enhance service offerings and improve user experience.

Leadership Team

Larry Kutscher: Chief Executive Officer since 2019, bringing extensive experience in leading digital and technology-driven companies.

Tatyana Zlotsky: Chief Marketing Officer and Executive Vice President of Operations, with a background in customer-centric leadership roles at American Express.

Raj Bahl: Chief Product Officer, formerly Senior Vice President and Chief Technology Officer for Digital Media at A&E Networks.

Rebecca Bursky: Chief Human Resources Officer, with experience leading global HR functions at TravelClick and MarketWired.

Andrew Porter: General Counsel and Corporate Secretary, bringing over 30 years of legal experience from companies like INTTRA and Sterling.

Leadership Changes

In 2019, Larry Kutscher was appointed CEO, succeeding Sean Kell. Under Kutscher's leadership, APFM has focused on transforming and advancing its senior-living referral business.

Competitor Profile

Market Insights and Dynamics

The senior care referral industry is experiencing growth due to an aging population and increased demand for senior living solutions. The market is characterized by a shift towards digital platforms that offer personalized and efficient matching between families and care providers.

Competitor Analysis

Key competitors include:

Caring.com: Offers a comprehensive directory of senior care options and user reviews.

SeniorAdvisor.com: Provides consumer ratings and reviews for senior care providers across the U.S. and Canada.

AgingCare.com: Focuses on connecting families with elder care resources and support.

Strategic Collaborations and Partnerships

APFM has established significant partnerships to enhance its market position:

Investment Partnerships: Collaborations with General Atlantic, Silver Lake Partners, and Insight Partners have provided substantial capital and strategic guidance.

Provider Network: Maintains relationships with over 20,000 senior housing and home care providers, ensuring a broad range of options for families.