What is A Place for Mom?
Founded in 2000, A Place for Mom (APFM) is a widely recognized, for-profit senior care referral service headquartered in New York. The company operates as a matchmaker, connecting families with senior care options such as independent living, assisted living, memory care, and home care services. It boasts a large network of over 18,000 providers across North America and employs local "senior living advisors" to assist families. The service is free for families, which is a major part of its appeal.
The Business Model: Understanding the Financial Incentive
This no-cost model for consumers is supported by a commission-based system. A Place for Mom earns revenue directly from the senior living communities or home care providers in its network when a family referred by them moves in or signs up for a service. This creates a potential conflict of interest, where the company's financial success is tied to placing clients into specific, paying facilities, rather than necessarily the absolute best option for the individual. This business model is the root of many of the criticisms the company faces.
Key Concerns and Controversies Surrounding APFM
The Vetting Problem and Substandard Care
One of the most significant concerns involves the lack of independent vetting for the facilities in APFM's network. In a notable May 2024 investigation, The Washington Post revealed that more than a third of the facilities awarded APFM's "Best of Senior Living" accolade in 28 states had been cited for serious violations, including neglect. This investigation led to a probe by the Senate Special Committee on Aging, which questioned the company's vetting processes and marketing practices. Recommendations based on anonymous user reviews, which some employees allege are manipulated, further call the objectivity of APFM's endorsements into question.
Aggressive Marketing and Relentless Contact
Numerous customer reviews on sites like the Better Business Bureau (BBB) and Yelp detail frustrating experiences with aggressive marketing tactics. Users who simply provide their contact information after a web inquiry report receiving a deluge of unsolicited calls, texts, and emails from various facilities within APFM's network. This can be particularly distressing for families already navigating the stressful process of finding care for a loved one. The company faced a class-action lawsuit over its robocalling practices, which resulted in a multi-million dollar settlement, highlighting a history of these issues.
Biased Facility Recommendations
As a direct result of its compensation model, APFM is incentivized to prioritize its paying partners. This can result in limited options being presented to families. Users seeking facilities that accept Medicaid, for instance, may be told APFM cannot help, as those facilities often don't participate in referral programs. The recommendations are not based on an exhaustive search of all possibilities, but rather only those within the company's specific network. An adviser may guide you toward a more expensive facility, as APFM’s commission is often tied to the cost of the resident's first month.
The "Accidental Referral" Problem
Some families have reported being unfairly charged a referral fee even after they found a facility independently. If a family's contact information is in APFM's system, and they later decide to move into a partner facility, APFM may claim a fee. This is a significant point of frustration for users who feel they did the legwork themselves, only to have the company claim a portion of the payment.
A Place for Mom vs. Direct Search and Other Services
When searching for senior care, families have several avenues. This comparison table highlights key differences between APFM and a DIY approach.
| Feature | A Place for Mom (APFM) | Direct Facility Search | Other Referral Services (e.g., Caring.com) |
|---|---|---|---|
| Cost to Family | Free | Free | Some, like Care.com, charge for advanced searches or access. |
| Provider Network | Large network of paying partners; may omit non-partners. | Unlimited; requires extensive manual research. | Varies by service; typically smaller than APFM. |
| Vetting of Facilities | Dependent on partner-submitted and user reviews; concerns raised over objectivity. | Manual; requires extensive independent research and verification of inspection reports. | Varies; independent research is still recommended. |
| Advisor Guidance | Free access to local advisors with experience. | None, unless provided by third-party, paid consultants. | Some services offer similar guidance, but quality can vary. |
| Marketing Volume | Known for aggressive, high-volume calls, texts, and emails. | No unsolicited contact unless you sign up directly with facilities. | Varies by company; some may use similar tactics. |
How to Use A Place for Mom Safely
If you choose to use A Place for Mom, exercising caution and supplementing their information with independent research is crucial. Here are some steps to take:
- Use APFM as a starting point, not the final word. View the service as a tool to generate a list of potential options, but do not rely on it as the only source of information. Gather the names of facilities to research further on your own.
- Verify everything. Research any facility suggested by APFM independently. Check state inspection reports, read reviews on third-party sites like Google and Yelp, and speak with current residents and families.
- Be firm about your privacy. When initially providing information, make it clear you do not want to be contacted relentlessly. Use a temporary or secondary email address if possible. Do not hesitate to block numbers.
- Prioritize independent tours. No amount of online filtering or advisor guidance can replace an in-person visit. Tour the facilities, meet the staff, and observe the environment personally. This is the only way to truly assess the quality of care and the community's culture.
- Understand the financial relationship. Be aware that APFM is a paid referral service. This knowledge should inform how you view their recommendations. Don't be pressured into a decision based on their suggestions alone.
Conclusion: A Tool That Needs Vigilance
So, is A Place for Mom a legit company? Yes, it is a legally operating, for-profit business. However, the more crucial question for families is whether it is a completely trustworthy and unbiased source of information. The evidence suggests that while it can be a convenient starting point for families exploring options, its commission-based model and history of controversial practices necessitate a high degree of skepticism and independent verification. Ultimately, the burden is on the consumer to use the service as a guide, not a guarantee, to ensure a safe and supportive environment for their loved ones.
For additional resources on safely navigating the senior care journey, consider visiting the National Institute on Aging.
