SilverAssist, a senior assistance network that connects families with information, guidance, and services for aging and senior living decisions, announced it has acquired Caring (Caring.com), adding one of the industry’s largest senior housing referral footprints to its platform and accelerating its national reach and operator connectivity.
With the deal, Caring.com joins SilverAssist’s portfolio alongside Oasis Senior Advisors, a national network of local Certified Senior Advisors, and ElderLife Financial, a financial services business designed to help families pay for senior housing. SilverAssist said the combination positions the company as the fastest-growing national referral and advisory network in senior housing and strengthens its role as an occupancy solutions partner for senior living operators.
Caring.com is positioned as a high-traffic destination for senior care reviews, education, and family referrals, supported by directories across the United States and a referral helpline staffed by family advisors. SilverAssist framed the acquisition as a bid to pair Caring.com’s scale and digital reach with a more localized, relationship-based advisory model through Oasis Senior Advisors, while layering in financing and affordability support via ElderLife Financial.
SilverAssist said the combined network’s value proposition for operators and families as centered on improving the quality of referrals and increasing move-in likelihood. The company said it expects to deliver better-qualified leads by blending Caring.com’s national demand generation with SilverAssist’s digital marketing and Oasis Senior Advisors’ local market support. It also said it will focus on “localizing” digital referrals by routing families to advisors who can provide hands-on, market-specific guidance during the decision process.
A key element of the broader platform is financial navigation. SilverAssist said ElderLife Financial helps families address affordability barriers through services such as bridge loans, real estate solutions, veterans benefits support, and payment planning—tools the company argues can expand the pool of families who are able to move forward with senior housing decisions.
SilverAssist also emphasized business practices it said are designed to be more transparent for senior living operators, including clear lead-crediting processes, ethical referral standards, and partnership-oriented economics intended to reduce disputes and improve the overall referral experience.
The company characterized the timing as favorable, pointing to demographic and behavioral trends it says are increasing demand for senior care guidance. SilverAssist cited estimates that more than 61 million Americans are age 65 and older today, with projections reaching 90 million by 2050, alongside continued growth in online research activity tied to senior care decisions, including an estimate of roughly 26,000 senior-care-related online searches per hour.
Financial terms of the acquisition were not disclosed.
KEY QUOTES:
“SilverAssist aims to address what’s fundamentally broken in the senior living referral industry. For too long, referrals have been dominated by volume-driven lead funnels, not real relationships. By innovating on the digital side and pairing it with a relationship-first approach, we’re redefining what referral partnerships should look like. This is about far more than placement; it’s about stewarding families through a time of transition while delivering truly qualified leads to communities.”
Greg Mason, CEO, SilverAssist
“Through this acquisition, we are expanding our ability to localize digital referrals and connect families with our network of expert local senior advisors. Our nationwide network expands digital reach, strengthens local partnerships, and delivers integrated financial services with true hyper-local senior advisory support that benefits families and operators alike.”
John Benbrook, President, Oasis Senior Advisors
“SilverAssist is transforming the senior living placement experience, by connecting digital tools, local advisors, and financial resources. We deliver the right referral to the right community at the right time. That’s the SilverAssist difference.”
Greg Mason, CEO, SilverAssist
