What we are
Senior Choice Financial is an editorially independent publication and matching service for families researching senior care. We publish guides, investigations, and city-level reporting. We also operate a community-finder tool that surfaces every licensed senior-living community in a search radius — not only the ones who pay us.
We are not a healthcare provider, financial advisor, insurance broker, or government agency. We are journalists and analysts who have spent enough time inside the senior-care industry to know what families are not being told.
What we are not
We are not a lead-mill. Most online "senior living finders" are owned by lead-generation companies whose entire business model is selling your inquiry to whichever community pays the highest commission. The website you read on those sites is content marketing for the lead-gen funnel underneath. We don't operate that way and we tell you, on every result, when a community has paid us anything.
We are not affiliated with AARP, A Place for Mom, Caring.com, Brookdale, Sunrise, or any of the major senior-living operators we cover. When we link to them, we say so. When we earn a referral fee, we say so. When we don't, we don't.
Who reads us
Our typical reader is an adult between 40 and 65 — a son, a daughter, a daughter-in-law — making a decision they have never made before, on behalf of a parent who often cannot make it for themselves. They are intelligent, time-poor, and tired of being marketed to. They want the math, the sources, and the unsentimental truth about what works and what doesn't.
We write for them. We don't write for the parent in the brochure, with grandchildren on her lap and a golf course in the background. Those brochures already exist; the industry has them well covered.
Where we work
Editorial offices in Montevideo, Chicago, and Tbilisi. The investigations desk reports to the editor; the partnerships team reports separately. Communities can be both editorial subjects and referral partners — without one influencing the other.
How to reach us
For editorial tips, corrections, or pitches: editor@seniorchoicefinancial.com.
For partnership inquiries: partners@seniorchoicefinancial.com.
For everything else: hello@seniorchoicefinancial.com.
For the deeper question of why we do this and how we make recommendations, read our methodology and our editorial pledge.