A Place For Mom Analysis: Senior Living Affordability ‘no. 1 Concern’ For Families, Prospects

Senior living costs continue to rise, and providers must be more transparent about pricing, with median costs across the continuum increasing, according to a recent analysis by A Place for Mom (APFM).

On Thursday, APFM released its 2026 Costs of Long-Term Care and Senior Living report, which sourced data from APFM listings on the monthly costs paid by residents who moved into a community in 2025, including base rent and care fees.

The independent living median annual rate of $38,400 represents a 1.75% increase from 2024, with larger increases reported in assisted living and memory care, driven by rising resident acuity.

The national median annual cost of assisted living was $65,028 in 2025, an increase of 4.4% from 2024. The annual median cost of memory care was $80,280, an increase of 3.7% from 2024.

This breaks down to national median monthly costs of $3,200 for independent living, $5,419 for assisted living, and $6,690 for memory care, based on 2025 data reported by APFM. As costs rise, senior living providers must continue to be transparent about pricing and care costs, according to APFM Chief Community Relations Officer Margaret Cabell. 

“In our work with families, we consistently see affordability as their number one concern,” Cabell said. “Communities must clearly explain what families are paying for, what is included in base rent, how care levels are priced, and how costs may increase over time. Families are not just evaluating price.”

The industry also needs to help educate consumers on senior living services and how care is paid for, Cabell said, as families often “over- or underestimate” actual costs. For example, she said it’s common for families to overestimate what Medicare or public programs will cover and underestimate the actual costs of private-pay senior living care services.

The highest median monthly cost of memory care was reported in Vermont at $11,195, followed by assisted living in Washington, D.C., at $8,960, and independent living in Delaware at $5,250, according to the report’s most expensive state-level median monthly costs.

Families are “not just evaluating price,” but are “evaluating value,” and operators that connect pricing to staffing, safety, and quality of care will be better positioned to earn the trust of families and prospects and maintain occupancy, Cabell said.

With costs rising in senior living consistently year over year, some families are also turning to home care services, though these offerings can become cost-prohibitive as acuity rises. In 2025, home care costs rose 3% to a median of $34 per hour, APFM data shows.

In 2026, APFM expects “continued upward pressure” on senior living pricing unless there is “meaningful relief” in labor availability or broader cost stabilization, Cabell said.

“What we do see evolving is how families respond. Many are prioritizing core care needs over amenities, delaying moves, or waiting until needs increase before transitioning to senior living,” Cabell added.

The post A Place for Mom Analysis: Senior Living Affordability ‘No. 1 Concern’ for Families, Prospects appeared first on Senior Housing News.