Founded in 2000, A Place for Mom (APFM) is the largest senior living referral service in North America. It connects families with assisted living, memory care, independent living, and in-home care providers. APFM has grown to a network of over 20,000 partner communities and employs local advisors who guide families through the selection process at no direct cost to the consumer.
Pros and Cons
Strengths
- Largest network of senior living communities in North America
- Local advisors offer personalized recommendations
- Free to families (paid by providers)
- Extensive online resources, reviews, and guides
Weaknesses
- Advisors are compensated by providers, which may create bias
- Some families feel pressured into specific communities
- The quality of advisors varies by region
Process
Families typically begin by filling out an online form or calling an APFM advisor. The advisor then learns about the senior’s needs, preferences, and budget before recommending communities in their area. APFM will often schedule tours and follow up after visits. While many families appreciate the guidance, some online reviews and Reddit discussions note that the experience depends heavily on the quality of the local advisor.
Costs and Fees
There is no direct cost to families. A Place for Mom is paid by senior living communities when a placement occurs. While this makes the service accessible, it also raises questions about whether all possible community options are presented, since only partner communities are included in the database.
Customer Experience
APFM has an A+ rating with the BBB, though reviews are mixed. Many families praise the convenience of having a single advisor coordinate options and tours. Others express frustration at receiving frequent follow-up calls or feeling steered toward higher-cost facilities. Overall, the customer experience is highly dependent on the advisor assigned to them.
Comparison to Competitors
Compared to Caring.com, A Place for Mom has a much larger provider network and more brand recognition. However, Caring.com leans more heavily on online consumer reviews, which some families prefer over guidance from advisors.
In contrast to Seniorly, APFM appears more traditional, relying on advisors as intermediaries. Seniorly emphasizes transparency and self-service tools, which appeal to families who want more control in their search.
When compared to CarePatrol, APFM is bigger in scale but less hands-on. CarePatrol’s local advisors often visit communities personally, while APFM may feel more like a referral hub than an in-depth vetting service.
Ratings Breakdown
We compared A Place for Mom to the best assisted living services, and here’s how it stacked up:
- Customer Experience (30%): 7.5 / 10
- Fees & Costs (25%): 9.5 / 10
- Service Options (20%): 9 / 10
- Speed of Process (15%): 8 / 10
- Overall Score: 8.4 / 10
AssistedKin’s Top 5 Assisted Living Locator Services
| Recommended For | Company | Starting Cost | Advisor Support | Editor's Rating (Out of 10) | Next Steps |
|---|---|---|---|---|---|
| Best for Modern Tools and Transparency | Seniorly | Free | Optional | 8.8 | Find Senior Care |
| Best for Large Referral Network | A Place for Mom | Free | Yes | 8.4 | Find Senior Care |
| Best for Certified Advisors and Local Help | Assisted Living Locators | Free | Yes | 8.8 | Find Senior Care |
| Best for In-Home Caregiver Marketplace | Care.com | $12–$39/mo | None | 8.0 | Find Senior Care |
| Best for Reviews & Caregiver Resources | Caring.com | Free | Limited | 8.5 | Find Senior Care |
Final Thoughts
A Place for Mom is a valuable resource for families starting their search for senior living. Its scale, free cost to families, and broad network make it a convenient starting point. However, families should keep in mind that advisors work on a referral model and may not present every available option. For optimal results, use APFM as one tool in conjunction with independent research.
Frequently Asked Questions
Common questions about A Place for Mom.
APFM is free for families and is paid by senior living communities when a placement occurs.
No, it only lists partner communities, which may limit options in some areas.
Yes, it operates across the U.S. and Canada, however, it may not operate in ever community.
Families who want a free, guided introduction to senior living options with support from local advisors.
