A Place For Mom Ceo: Focus On Family Caregivers Helps Break ‘stigma’ Of Senior Living 

Messaging to potential senior living residents has taken center stage at A Place for Mom as the company passes a number of business milestones in 2026.

The New York City-based referral company recently crossed the 20-million user threshold as it works with 15,000 senior living providers and home health care agencies. The company this year crossed another important threshold: It now has more than 500,000 reviews from customers.

“I’ve been really focused on building that brand trust and authenticity in the space across the senior care continuum and spectrum,” Tatyana Zlotsky, A Place for Mom CEO, told Senior Housing News.

The company is “evangelizing” the importance of senior care in its marketing strategies to connect older adults with care options before they have a health event necessitating those options. A Place for Mom leaders are building out thousands of articles across the company’s website and platform to help inform family members of tools they can use, along with financial calculators, local cost statistics and a wide variety of reports.  

A Place for Mom seeks to entice curious users to the site before they are ready to move themselves or a loved one into a senior living community or contract home care.

“We’ve invested a lot into the content and into the tools for those families early on, and we build that relationship with them so that when they are ready for a decision, they have more information available,” Zlotsky said. “It’s really about building trust, building that relationship, offering tools and content earlier on, and educating them on the process and the journey.”

A Place for Mom is starting these conversations earlier to help members of the “sandwich generation” who are currently caring for aging parents and their own children at the same time, according to Zlotsky. The conversation about senior living is comparable to that of when women returned to work around in the mid-2000s and overcame the stigma of finding childcare.

“When it comes to senior care, the stigma is still ridden with guilt,” she said. “It’s a negative connotation around that, and so that is really what causes the isolation of the family caregiver, which then, of course, exacerbates the already difficult situation.”

Earlier this year, the company hired Chris Milone as its new chief marketing officer, and announced it was adopting a marketing strategy to better fit in with the rising number of AI searches.

While the senior living industry still has a ways to go to counter that stigma, Zlotsky thinks the answer lies in continued messaging of getting the help they need when caring for an older parent. To that end, she is encouraged by social media discussions, marketing efforts and mainstream attention regarding senior living in 2026.

Focusing on that message is going to take the forefront of A Place for Mom’s efforts through the remainder of 2026, as the holiday season tends to be the busiest for the company as more families get together and discuss the topic.

“We’ve got great tools and content around when you come home to visit your parent, particularly if you live further away,” Zlotsky said. “It’s a really important season for us to really lean into our service and to partner with our providers to get the families the right help.”

At the end of 2025, A Place for Mom made a noted shift to better embrace AI search tools, with structured data and informative content. The goal, according to Zlotsky, is for the company to be a modern brand rooted in empathy.  

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