Founded in 2016, FamilyAssets is a relatively new entrant in the senior living locator space. Still, it has gained momentum thanks to its data-driven platform, transparent cost comparisons, and detailed community profiles. FamilyAssets combines searchable listings with consumer reviews, offering a more personalized, boutique experience than giants like A Place for Mom. Its mission is to bring clarity and objectivity to a space that has often been criticized for being sales-driven.
How FamilyAssets Works
Families begin their search online by entering a location and the type of care they are looking for. FamilyAssets provides detailed listings with cost estimates, reviews, and key service details. While it doesn’t have the same reach as A Place for Mom, users appreciate its straightforward approach. Some families mention in reviews and forums that FamilyAssets felt less “pushy” than larger platforms, with fewer sales calls and a greater emphasis on allowing families to browse at their own pace.
Pros and Cons
Strengths
- Transparent pricing estimates across many communities
- Focus on clarity and unbiased presentation
- Free to families, with an easy-to-navigate design
Weaknesses
- Smaller network than major competitors like APFM or Caring.com
- Limited local advisor support in some regions
- Newer brand with less national recognition
Costs and Fees
FamilyAssets is free to families, earning referral fees from partner communities when placements occur. Its value-add is the pricing transparency, which helps families compare options without feeling locked into a hidden-cost model.
Customer Experience
FamilyAssets holds an A rating with the BBB and has largely positive reviews. Families like its data-rich listings and less aggressive follow-up compared to larger referral networks. The trade-off is that its smaller size means fewer listings in rural areas.
Compare FamilyAssets
Compared to A Place for Mom, FamilyAssets is smaller in scale but often perceived as more transparent and less sales-oriented. Families who want breadth may prefer APFM, while those who value a calmer, data-focused experience may lean toward FamilyAssets.
Against Seniorly, FamilyAssets shares a modern, data-driven approach but positions itself as more personalized and boutique, whereas Seniorly focuses on broader scalability.
When compared with Caring.com, FamilyAssets lacks the same volume of consumer reviews; however, its cost transparency and quieter user experience make it an attractive option for families who dislike the “hard-sell” feeling.
Our Rating
We compared FamilyAssets to the best assisted living services, and here’s where it landed:
- Customer Experience (30%): 8.5 / 10
- Fees & Costs (25%): 9.5 / 10
- Service Options (20%): 8 / 10
- Speed of Process (15%): 8.5 / 10
- Overall Score: 8.6 / 10
AssistedKin’s Top 5 Assisted Living Locator Services
| Company | Recommended For | Starting Cost | Advisor Support | Editor's Rating (Out of 10) | Next Steps |
|---|---|---|---|---|---|
| Seniorly | Best for Modern Tools and Transparency | Free | Optional | 8.8 | Find Senior Care |
| A Place for Mom | Best for Large Referral Network | Free | Yes | 8.4 | Find Senior Care |
| Assisted Living Locators | Best for Certified Advisors and Local Help | Free | Yes | 8.8 | Find Senior Care |
| Care.com | Best for In-Home Caregiver Marketplace | $12–$39/mo | None | 8.0 | Find Senior Care |
| Caring.com | Best for Reviews & Caregiver Resources | Free | Limited | 8.5 | Find Senior Care |
Final Thoughts
FamilyAssets is a fresh, consumer-friendly option that combines cost transparency with a user-first design. While it lacks the massive network of the most prominent players, it compensates with clarity and a calmer, less sales-driven experience. Families who want pricing data and fewer pushy phone calls may find FamilyAssets the right balance between transparency and personalization.Frequently Asked Questions
Common questions about FamilyAssets.
Yes, it is free for families and funded by referral fees from partner communities.
It’s smaller in reach but focuses more on transparency and a less aggressive sales approach.
Yes, it emphasizes cost estimates and comparison tools.
Families who value transparency and a quieter, less sales-driven experience in their senior living search.
