America is aging. Between 2010 and 2020, the number of people aged 65 and older grew by 38.6%– (U.S. Census Bureau). With this demographic shift, the demand for senior care is skyrocketing. Whether you’re searching for a loved one, a client, or even planning for your own future, finding the right senior living community is an increasingly relevant challenge.
To help families navigate options, online directories like A Place for Mom, Caring.com, AssistedLiving.org, and MemoryCare.com have become popular. These sites appear to be excellent resources, and I have recommended several of them. However, I recently became aware of a conflict of interest that may factor into their recommendations. These and most other senior care websites operate on a referral fee model. This means that senior living providers pay a fee when a new resident joins after being directed there by one of these sites.
To be fair, these platforms need revenue to function, and they still provide you with useful information. But it's important to recognize that their recommendations may not be entirely objective. There may be a bias toward care providers who pay the most. And if a high-quality senior care provider chooses not to participate in the referral system, they may not be included – or may be less visible.
An Unbiased Alternative: ECDOL.org
For senior care recommendations free from financial influence, I introduce you to an alternative: the Excellent Care, Decency, & Optimal Living organization
– ECDOL.org. ECDOL is unique in that they do not receive payment from the providers they recommend. ECDOL is part of the healthcare organization Drug Rehab Services (DRS), which operates as a for-profit entity. The profits from DRS are used to fund its various initiatives, including the non-profit education platform SUPE (Substance Use Prevention Education) and the ECDOL website, meaning ECDOL operates without direct monetization, focusing solely on providing unbiased information and resources on senior care.
On the site you’ll find an extensive state-by-state directory of senior living providers, with filters for care type, features, amenities, and accreditations. They also have an educational resources section with articles on senior care and other senior concerns.
Why This Matters for Financial Professionals
For those working with clients in financial planning, helping them navigate senior care is a meaningful way to add value beyond numbers. By recommending ECDOL, you’re not just providing a resource – you’ve also gone the next step to ensure it’s the most unbiased one available, thus setting yourself apart as a trusted advisor.