Senior Care Platform ‘A Place for Mom’ Raises $175M, Targets Home Care for Further Growth

The senior care technology platform A Place for Mom (APFM) has raised $175 million in growth equity funding. The funding round was led by the New York-based venture capital and private equity firm Insight Partners, with existing investors General Atlantic and Silver Lake participating as well.

Broadly, A Place for Mom connects senior care providers – including home-based care agencies – with families in need. The platform is now worth over $1 billion, according to Bloomberg, which spoke to someone “familiar with the matter.”

In addition to popular consumer-facing brands such as Twitter and Tumblr, Insight Partners’ portfolio includes health care-related companies such as Clarify, Alma, TytoCare and Netsmart, among others.


APFM’s revenue grew by about 30% in 2021. Its fastest-growing segment was its home care business, CEO Larry Kutscher told Home Health Care News.

“[Home care] is a material part of what we do; we refer families if they want home care as opposed to senior housing, and we help them with that,” Kutscher said. “Many times, we’ll refer them to home care and then at some point down the road, when they’re ready, they’ll come back to us again for senior housing.”

The company’s platform strives to connect families with “insight-driven, personalized solutions” for senior care needs. Although it did not offer specifics regarding its home care business, APFM said in its press release that it helps “hundreds of thousands” of families per year to find home care, independent living, memory care and assisted living.


The company has about 600 customer-facing workers. Its platform is free for families to use, with APFM making its money from the agencies and providers it refers clients to.

Senior living still represents the larger part of APFM’s business. But the explosion in demand and popularity for home-based care have undoubtedly benefited the company.

Just as other home health agencies have added hospice or palliative care to their suite of services, or vice versa, APFM’s ability to refer to a large network of home care agencies and senior living providers allows it to be in a senior’s life for a longer period of time.

“It’s one of the things we like about the home care business,” Kutscher said. “And it’s a significant part of our business. Last year, it was the fastest-growing segment of our business. It grew [a lot] and very fast. And we continue to look to build that business, because we see it as something we can provide a lot of help on. And, again, it’s also a gateway in many ways to senior housing.”

Kutscher said APFM is actively looking to grow its home care network. To do so, it’s hiring more workers and spending more on marketing, he added.

“APFM’s advanced technology helps caregivers make informed decisions about loved ones during tough times, matching them with senior living facilities nationwide,” Eoin Duane, managing director at Insight Partners, said in a statement. “We are excited to partner with APFM as they leverage their differentiated platform and deep customer expertise to scale up.”

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