Author: Varsity Team

Agetech is one of the fastest-growing frontiers in innovation, with the potential to transform how older adults live, connect, and thrive. At the center of this movement is Rick Robinson, Vice President and General Manager of the Agetech Collaborative from AARP, who is building a vibrant ecosystem of startups, investors, and enterprises committed to reshaping the future of aging.

On a recent episode of Varsity’s podcast, Roundtable Talk, Rick discussed how the collaborative accelerates startups, drives inclusivity in product design, and helps older adults embrace new technology. He also highlighted the promise of AI and embodied devices to ease challenges like social isolation and the caregiver shortage.

The following are some fresh perspectives from the conversation. Check out the full episode here. 

HOW DO YOU DEFINE AGETECH AND THE COLLABORATIVE’S MISSION?

We define it very simply: we’re here to make aging easier for everyone. That’s our mission. It’s broad, but it keeps us focused on impact. We show up at major events like CES, InVive, and Wired gatherings — not just to showcase technology, but to tell the story of how massive and important this space is. When people see that older adults drive trillions of dollars in spending and demand better solutions, the light bulb goes on.

HOW DO YOU BALANCE CUTTING-EDGE INNOVATION WITH THE REAL NEEDS OF OLDER ADULTS?

I love taking bleeding-edge technology — right now that’s generative AI — and making it accessible. We’ve done it before with VR to fight loneliness, and with AR to create immersive experiences. The key is to make the technology itself disappear so that what comes forward is the experience. People shouldn’t be intimidated by the tech; they should feel the value. That’s what makes innovation meaningful.

HOW DOES THE COLLABORATIVE PROMOTE INCLUSIVE AND ACCESSIBLE INNOVATION?

We push that philosophy out to every startup that joins. We give them access to diverse audiences and volunteers across the country — people from all backgrounds. We help startups identify and co-create with the right older adult audiences for their products. A lot of founders think they know their target market, but we’ll stop them and say, “Let’s talk to your audience first.” We help them test and refine products so they’re built with older adults, not just for them.

WHAT DO COMPANIES OFTEN GET WRONG WHEN DESIGNING FOR OLDER ADULTS?

They over-engineer or oversimplify. The key is balance. You want simplicity without being patronizing. Older adults don’t need “dumbed down” — they need intuitive. It’s about thoughtful design, not stripped-down design. And it’s crucial to involve older adults early in the process so the product reflects their real needs and preferences.

WHERE DO YOU SEE THE BIGGEST OPPORTUNITIES AHEAD IN AGETECH?

Caregiving is the biggest. There’s a massive shortage of caregivers, and costs are high. I think AI, combined with embodied devices, is going to play a big role in solving that. Within five years, we’ll see major advances in how technology supports both older adults and their caregivers — making care more personal, affordable, and available.

WHAT ADVICE WOULD YOU GIVE TO ENTREPRENEURS ENTERING THE AGETECH SPACE?

Start by truly understanding your audience. Don’t assume — go talk to older adults. Build with empathy and flexibility. Be ready to pivot when you learn something new. And don’t underestimate the market. This isn’t a niche; it’s one of the largest, fastest-growing opportunities in the world. If you can make aging easier, you’re not just building a business — you’re changing lives.

Want to hear more from Rick? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.

Every great story starts with someone worth caring about. On Varsity’s Roundtable Talk, documentary filmmaker Peter Murphy Lewis shared how his series People Worth Caring About gives voice to the caregivers whose compassion and commitment define long-term care communities across the country.

Peter shared how his grandparents’ positive experiences in senior living inspired his work and why focusing on staff stories helps shift public perception. He recalled moving encounters in hospice, lessons about dignity and language, and how storytelling can inspire young people to see caregiving as a calling.

The following are some fresh perspectives from the conversation. Check out the full episode here. 

WHAT INSPIRED YOU TO CREATE “PEOPLE WORTH CARING ABOUT”?

It was a personal story that started it. When I began working in long-term care, I realized caregivers were fighting against a negative perception that existed even before COVID and was made worse by the pandemic. My own grandparents had incredible caregivers — people who treated them with love and dignity. But those caregivers rarely get the recognition they deserve. I wanted to change that narrative.

WHY DID YOU CHOOSE TO FOCUS ON STAFF STORIES RATHER THAN RESIDENTS?

My background helped shape that decision. I used to host a TV show in South America similar to Dirty Jobs, where I interviewed people doing hard, meaningful work. So when I started this project, I naturally focused on caregivers. Looking back, that choice was “accidentally strategic.” When you put caregivers front and center, people don’t criticize — they empathize. You can’t look at someone like LaVita, who’s worked in memory care for 30 years, and not feel admiration.

WAS THERE A MOMENT THAT MADE YOU REALIZE YOU WERE ONTO SOMETHING SPECIAL?

Yes, on the very first day of filming in Nebraska. We visited a hospice called the Grace Space. One of the residents, Kim, was nonverbal, but she communicated with her CNA, a young man about 19 or 20, through her phone. She wrote that she felt blessed to have him caring for her and that she was excited to go to heaven, where she could dance again. That moment showed me how deep these relationships go — and I knew right then we weren’t just making a short film. We had a full season’s worth of powerful stories.

HOW DO CAREGIVERS STAY GROUNDED IN SUCH EMOTIONALLY DEMANDING WORK?

They’re stronger than I am. I think a lot of them have a love language rooted in service — they feel fulfilled by doing things for others. They find purpose in making people feel valued and comfortable. It’s not easy, but they have this incredible ability to compartmentalize and keep giving. Their hearts are built for it.

WHAT KIND OF IMPACT HAS THE SERIES HAD ON THE INDUSTRY?

The feedback has been incredible. Leaders from the American Healthcare Association called it an authentic depiction of long-term care. State associations are even using clips for advocacy — geofencing them around the U.S. Capitol so lawmakers see them. They’re also using the series for fundraising and to show the real faces behind the work. The reactions from caregivers themselves, and even my own father’s emotional response at the premiere, reminded me why this storytelling matters.

Want to hear more from Peter? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.

Artificial intelligence is rapidly changing the way we search for information—and the implications for senior living are profound. In our latest Sales and Marketing Roundtable, Zack Collevechio, Senior Data Scientist at WildFig and Pavone Group, explored how Google’s new AI Mode is shifting search from keyword-driven results to AI-generated answers. Through a live demo and expert insights, Zack showed how this technology is redefining visibility, discovery, and user behavior.

THE NEW FACE OF SEARCH

With AI Mode emerging, search engines are transforming into answers platforms, focusing on delivering direct responses rather than link-based results. This shift marks a new era for search engine optimization, honing in on content’s meaning over traditional keyword strategies.

CONVERSATION AS A KEY STRATEGY

Search engines are moving towards a more conversational interface, enabling dynamic interaction with users. AI retains context and supports follow-up questions, making it crucial for brands to adopt a more dialogue-driven approach.

EXPANDING BEYOND WEBSITES

As AI-driven platforms become predominant, owning visibility across diverse channels such as social media and online forums is vital. This multi-platform presence ensures messaging resonates with the AI, maintaining brand visibility against declining website traffic.

AI DRIVES USER JOURNEY EVOLUTION

AI’s role extends beyond information gathering to actively engaging in user tasks. Expect AI to start facilitating actions such as booking tours directly, highlighting a fundamental shift in user journey facilitation within industries like senior living.

PPC’S TRANSFORMATION UNDER AI

PPC is likely to evolve rather than disappear, shifting distribution of advertising budgets across multiple platforms. As user engagement spans across various digital spaces, a holistic strategy is emerging in response to AI’s growing influence on search behavior.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.

At our latest Sales and Marketing Roundtable, we welcomed Shane McDougall, Executive Director at Spring Harbor at Green Island, for a discussion on the power of partnerships in senior living. Shane shared how thoughtful collaborations—whether with universities, local organizations, or cultural institutions—can transform the resident experience, strengthen operations, and elevate a community’s visibility in the market.

Throughout the conversation, Shane emphasized that partnerships aren’t just “nice to have”—they’re strategic tools that drive satisfaction, growth, and long-term success. By involving both residents and staff in the process and aligning every collaboration with mission and values, senior living communities can create programs that feel authentic, impactful, and future-focused.

OWNING THE OUTCOME

Even when a service is outsourced, residents see it as part of the community. Success or failure in partnerships ultimately reflects on leadership, making accountability just as important as performance.

PARTNERSHIPS AS A GROWTH ENGINE

From improved dining satisfaction to innovative music residencies, partnerships can directly drive occupancy, strengthen marketability, and position communities as leaders in care and lifestyle.

COMMUNITY VISIBILITY REQUIRES CONSISTENCY

Just like Coca-Cola continues to advertise despite being universally known, senior living providers must continually invest in branding and outreach to remain top of mind locally.

MULTI-GENERATIONAL VALUE

Programs that blend younger generations with older adults—like musician residencies—deliver benefits beyond enrichment. They spark connection, improve wellness, and build powerful marketing stories that resonate beyond the community.

NETWORKING AS STRATEGY, NOT AFTERTHOUGHT

Chambers of commerce, city events, and peer gatherings aren’t just “nice to do.” They’re essential touchpoints that elevate senior living as a whole and ensure a community’s voice is part of local conversations.

RESIDENTS AS PARTNERS, NOT JUST CUSTOMERS

Involving resident councils in partnership decisions—whether for engagement software or programming—ensures services reflect what people truly want and need, while reinforcing trust and ownership.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.

At our latest Sales and Marketing Roundtable, we welcomed Mary Jane Fitts of Greystone Communities for a conversation that brought the resident perspective front and center. Mary Jane shared stories and insights directly from residents of three Greystone communities, giving us an authentic look at what matters most to those who’ve already made the move.

From choosing a community early to navigating finances, weighing lifestyle benefits, and looking ahead to the expectations of future residents, the discussion shed light on the real decision-making process. The residents’ voices underscored both the opportunities and challenges senior living providers must address to build trust and deliver meaningful value.

CHOOSING EARLY IS EMPOWERING

Residents stressed the value of moving before you’re forced by circumstance. Making the decision proactively allows for more choice, better planning, and peace of mind, instead of scrambling after a crisis.

BALANCING COST WITH LONG-TERM VALUE

While buy-ins can feel steep, residents pointed out tax benefits, financial strategies, and cost trade-offs that make CCRCs or Life Plan Communities more attainable. The real return is stability, access to care, and the freedom from unexpected expenses down the road.

COMMUNITY AS A LIFESTYLE UPGRADE

Beyond care, CCRCs and Life Plan Communities offer enrichment: lifelong learning, social connection, and plenty of activities. Residents emphasized that communities aren’t about “old people” but about staying active, engaged, and supported at every age.

RESPONSIVE, TRANSPARENT SALES MATTER

Positive experiences came from communities with open communication, quick follow-ups, and honest options. In contrast, for-profit facilities with turnover, rising costs, and poor service left negative impressions. Transparency builds trust.

FUTURE RESIDENTS WILL BE YOUNGER AND TECH-SAVVY

The next wave of residents will expect technology to be woven into daily life. Flexible contracts and innovative service models will also be essential to attract and reassure this younger demographic.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

When Jewish Home of Rochester opened the doors to its new employee grocery store, it wasn’t simply about stocking shelves with food, it was about restoring dignity, reducing stress, and strengthening community. Designed to look and feel like a traditional grocery store, the space is reserved exclusively for employees who qualify based on income guidelines, offering them a private, welcoming place to access healthy, high-quality groceries at no cost.

The store is open twice a month and allows qualifying employees to fill two reusable tote bags per visit with essentials like fresh produce, meat, dairy, and staples. It’s not a food pantry, it’s a dignified extension of the organization’s values and an innovative approach to workforce support.

Jewish Home President & CEO Mike King and Jewish Home Foundation Executive Director Tom McDade Clay see the store as more than a charitable gesture, it’s a strategic investment in employee well-being, recruitment, and retention. “We’re not solving food insecurity,” said Tom. “But we are taking a bite out of it. And if you can do something, you’re morally obligated to do something.”

We sat down with Mike and Tom to learn more about the store’s design, its impact, and how other organizations might follow suit.

WHAT INSPIRED YOU TO OPEN AN EMPLOYEE GROCERY STORE?

We learned about a similar program from a partner organization in Boston through the Association of Jewish Aging Services (AJAS). It got us thinking – what could we do to support employees who are food insecure? In our industry, many frontline workers are in lower wage bands. Even if salaries were higher, those dollars often go toward housing or transportation. Food insecurity remains. We saw an opportunity to help, even if we couldn’t solve the entire problem.

HOW DID YOU ENSURE THE STORE FELT DIGNIFIED AND WELCOMING?

From day one, we intentionally called it a grocery store, not a pantry or cupboard. We wanted to create a space that felt like any other neighborhood market. It’s tucked in a private area near the cafeteria and HR, places employees already frequent, so it feels comfortable. The design mirrors a real store with freezers, shelves, branded grocery totes instead of plastic bags, and feedback from employees about what products they want and how things are displayed.

WHO IS ELIGIBLE TO SHOP AT THE STORE, AND HOW DO YOU MANAGE ACCESS?

Eligibility is based on income, aligned with adapted federal poverty guidelines. Qualified employees receive a card, which they show each visit. We have someone stationed there, not just to check cards, but to act as a retention specialist, helping connect staff with other resources and support. It’s not meant to be intrusive, it’s about care and connection.

HOW IS THE STORE FUNDED AND STOCKED?

We have a relationship with a food distributor who provides us with healthy, affordable products through philanthropic pricing. On the funding side, we’ve received grants and individual donations. Some donors continue to give to our general fund and also see the grocery store as an additional way to help—”I can’t solve food insecurity, but I can buy a bag of groceries.” It’s a compelling message that resonates.

WHAT ADVICE WOULD YOU GIVE OTHER ORGANIZATIONS CONSIDERING SOMETHING SIMILAR?

Don’t overthink it. You’re not trying to end food insecurity, you’re doing what you can. If you can open once a month, do that. If you can do more, great. Just be intentional, make it sustainable, and focus on the dignity of those you’re serving. The ripple effect is real—less stress for employees leads to better care for residents, and that’s a win all around.

At our latest Sales and Marketing Roundtable, we welcomed Bob Kramer—co-founder of NIC and founder of Nexus Insights—who’s known as a “disruptive force” in senior living. Bob urged us to challenge stereotypes about aging and reframe it as an aspirational stage of life filled with purpose and possibility.

He shared insights on the dangers of ageism, the value of older adults as problem solvers, and the growing demand for personalized, engaging communities. His message was clear: senior living isn’t just about adding years, it’s about helping people thrive in them.

SHIFT FROM AVOIDANCE TO ASPIRATION

Embrace the transition from offering “avoidance products” to “aspirational products” in senior living. Focus on enhancing the quality of life and wellness over mere longevity, fostering environments that encourage engagement and purpose for those in their 60s, 70s, 80s and beyond.

VALUE OF OLDER ADULTS AS PROBLEM SOLVERS

Older adults play a crucial role in addressing societal challenges like workforce gaps, loneliness and healthcare costs. Recognize them as assets who contribute through work, volunteering, and mentorship, transforming perceptions from seeing them as burdens to seeing them as problem solvers.

FOCUS ON PERSONALIZED CARE

Boomers seek personalized experiences, which technology and AI can now enable more affordably. Shift from uniform services to customized engagements that address individual wants and needs in real-time, improving overall care and experience..

EXPAND MULTIGENERATIONAL AND COMMUNITY LIVING

There is a rising trend towards multigenerational and smaller community clusters, offering varied living options. Encourage these setups to foster personal connections and shared family experiences, enriching the living environments for all ages.

LANGUAGE SHIFTS AND ASPIRATIONAL LIVING

Rethink terms like “senior moment” and “senior living,” which carry outdated connotations. Instead, promote concepts like “next stage living,” emphasizing possibilities for community, engagement, and thriving in later years, moving beyond stereotypes and limitations.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Behind every thriving small business is often a great mentor—and many of those mentors happen to be retirees. On Varsity’s Roundtable Talk, Bridget Weston, CEO of SCORE, shared how her organization connects experienced professionals with the next generation of entrepreneurs, fueling purpose, innovation, and community impact.

Derek and Bridget discussed how SCORE pairs seasoned professionals with younger entrepreneurs, how older mentors stay engaged and purposeful through volunteering and the role of encore entrepreneurs (age 55+) in starting new ventures.

The following are some fresh perspectives from the conversation. Check out the full episode here. 

WHAT IS SCORE AND HOW DOES IT WORK?

SCORE is a connected network that reaches across the country of experienced business mentors who volunteer their time and expertise to help anyone looking to start, grow, or even struggling to sustain a small business.

WHY DO YOU THINK SO MANY OLDER ADULTS ARE DRAWN TO MENTORING?

Our volunteers have years of valuable experience—both successes and failures—and they want to help others avoid the same pitfalls. Mentoring gives them a way to share their expertise while staying connected and engaged. Many tell us they get as much from the relationship as their mentees do. They build friendships, stay mentally sharp, and continue learning through co-mentoring and communities of practice focused on everything from AI to agriculture.

HOW DOES SCORE HELP OLDER ADULTS STAY ENGAGED AND PURPOSEFUL?

SCORE naturally attracts lifelong learners—people who want to stay sharp and connected. We offer continuous education on topics like technology, policy, and workforce trends, as well as communities of practice where volunteers can explore their interests. These groups not only keep mentors learning but also allow them to give back in meaningful, impactful ways. Many volunteers say they feel just as fulfilled—if not more—after a mentoring session as their clients do.

WHAT ARE SOME SUCCESS STORIES THAT STAND OUT TO YOU?

There are hundreds. We’ve had a veteran who invented new backpacking gear now selling nationwide, an entrepreneur who created nap pods for airports, and food truck owners who grew into brick-and-mortar restaurants. Our mentors often form long-term relationships with clients—attending weddings, funerals, and major life events. It’s incredibly rewarding to see their impact not just on businesses, but on entire communities.

WHAT ROLE DOES SCORE PLAY IN STRENGTHENING LOCAL COMMUNITIES?

Small businesses are the backbone of our economy and our neighborhoods. They’re the ones sponsoring little league teams, supporting local events, and keeping communities vibrant. By helping small businesses succeed, we’re strengthening the fabric of local life. When entrepreneurs thrive, communities thrive.

WHAT ADVICE WOULD YOU GIVE TO OLDER ADULTS LOOKING FOR MEANINGFUL WAYS TO GIVE BACK?

Join SCORE. But more broadly, find something that lights a fire in you—something that lets you go to bed thinking, “I made the world a little better today.” Whether it’s through SCORE or another organization, giving back is deeply fulfilling. Many of our volunteers say they feel just as rewarded as the entrepreneurs they help, because service gives purpose and connection.

Want to hear more from Bridget? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.

This week, we welcomed Maggie Seybold from WelcomeHome at Varsity’s Roundtable, where she shared compelling insights from their latest Benchmark Report. Maggie emphasized the transformative impact of personalized engagement and timely follow-ups in improving occupancy and lead conversion within the senior living industry.

Her analysis underscored that focusing on high-quality leads, despite being fewer, yields significant value. Maggie also noted that brief, personalized follow-up calls by executive directors can greatly accelerate the sales cycle, offering communities a strategic advantage in creating more effective and engaging sales experiences.

QUALITY LEADS OUTPERFORM HIGH VOLUME

Non-professional referrals may make up less than 5% of leads, but they convert at far higher rates and generate longer stays, delivering stronger ROI than aggregator or online sources. Focusing on lead quality over quantity can pay off in long-term resident value.

EXECUTIVE DIRECTOR FOLLOW-UP ACCELERATES SALES

A brief, personalized ED call post-tour—often just three to four minutes—can shorten the sales cycle by 60%. This simple touch builds trust, boosts move-in likelihood, and sets a community apart from competitors.

TIMING IS CRUCIAL FOR POST-TOUR CONTACT

Following up within one business day increases move-in likelihood by 42%, while two days yields a 27% lift. Each day beyond that erodes prospect engagement, underscoring the need for speed without sacrificing call quality.

VIDEO MESSAGES CAN PERSONALIZE AT SCALE

Tools like OneDay allow EDs or CEOs to send personalized videos when a live call isn’t possible. Including the prospect’s name and visit details keeps the outreach authentic and impactful.

ADAPTING ENGAGEMENT ROLES WHEN NO ED IS PRESENT

In the absence of an executive director, resident ambassadors can step in to provide a relatable, first-hand perspective of community life—similar to a college tour guide—enhancing trust and connection with prospects.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

As technology continues to reshape every corner of our lives, few voices understand its impact on aging quite like Laurie Orlov. In this episode of Varsity’s Roundtable Talk, the founder of Aging and Health Technology Watch unpacks how innovation—and a little empathy—can transform the aging experience.

In our conversation, Laurie shared her journey to becoming a thought leader in age-related technology. Laurie also discussed the transformative potential of AI in senior care, advocating for proactive technological solutions and greater inclusivity of older adults in product design processes.

The following are some fresh perspectives from the conversation. Check out the full episode here. 

WHAT INSPIRED YOU TO START AGING AND HEALTH TECHNOLOGY WATCH?

It really came from my own experience caring for my mother. I realized that so many people who enter the age-related technology industry do so because of a personal caregiving experience. This field is filled with people who struggled to care for their parents and went on to create companies in caregiving, health monitoring, and fall detection. My story was that I didn’t know what I was doing, I couldn’t find research, and so I said, “I’m going to write it.”

WHAT DOES AN IDEAL SUITE OF TECHNOLOGY LOOK LIKE FOR OLDER ADULTS?

I use the analogy of PC software suites. Years ago, you wouldn’t buy just a spreadsheet without also having a word processor. The same should be true here. In aging tech, we need suites—connected tools that sit alongside each other and evolve with a person’s needs over time. For instance, a health suite might start with symptom management, move into remote monitoring, and include medication management and hearing support. A mobility suite might combine exercise tools, transportation aids, and peer support. You don’t have to integrate everything—just make sure it works together and follows the user through their life journey.

HOW SHOULD INNOVATORS APPROACH DESIGNING FOR OLDER ADULTS?

Tech companies need to stop designing only for themselves. The average age at Google or Meta is pretty young, and older adults aren’t typically included in the testing process. But they should be—before development and during testing. I once watched an older man on a plane tapping around his iPad, trying to figure out what part of the screen would respond. Why not design pop-ups that guide users? Simple prompts would make a world of difference. The irony is that older adults are a massive market—and they have the money. Companies should be designing with them, not just for them.

HOW DO YOU DEFINE “ALL TECH,” AND WHY SHOULD WE MOVE AWAY FROM “AGE TECH”?

“All tech” means the devices we all use—phones, TVs, tablets—can already be adapted for older adults. For example, on an iPhone, you can enlarge text, boost volume, or change accessibility settings. That’s all tech—it’s universal. Labeling something as “age tech” focuses too much on disability instead of inclusion. We don’t need separate technologies for older adults; we need existing ones configured to meet everyone’s needs.

WHERE DO YOU SEE THE MOST PROMISING APPLICATIONS OF AI IN AGING SERVICES?

AI agents—software assigned to specific tasks—are already transforming home care and senior living. They can handle documentation, help create care plans, or provide prompts during visits. For example, as a caregiver approaches a client’s home, AI could suggest questions to ask based on that person’s history. That’s proactive care. AI can also support hybrid care models—combining in-person visits with remote monitoring during off-hours. People can’t work 24 hours a day, but AI can. It helps fill gaps, making care smarter and more continuous.

Want to hear more from Laurie? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.