Category: Technology

The fastest-growing digital audience isn’t Gen Z, it’s older adults who helped build the internet and now expect technology to work for them. As more consumers age online, the gap between how brands market and how older adults actually engage continues to widen, and the brands that close it will win attention, trust, and loyalty.

That was the focus of Varsity’s weekly Roundtable, where we welcomed Ginna Baik, Director of AgeTech at AOL, for a timely conversation on marketing to the OG’s of the internet. 

Drawing on nearly 16 years in age tech and her recent consumer-focused work, Ginna challenged common misconceptions about older adults and shared what truly resonates, from age-inclusive brand cues to integrated technology that removes friction and supports independence and connection. Below are a few Fresh Perspectives from her discussion.

DON’T AGE THE BRAND BY TRYING TO LOOK “SENIOR” 

Older adults don’t see themselves as old, and brands that lean into dated visuals, language, or stereotypes immediately lose relevance. Marketing that overemphasizes amenities, gray hair, or dependency unintentionally signals decline instead of vitality.

THE FASTEST-GROWING DIGITAL AUDIENCE IS ALREADY ONLINE — AND THEY EXPECT MORE 

The OGs of the internet were early tech adopters and now expect digital experiences to be intuitive, useful, and human. Treating technology as an add-on rather than a core lifestyle enabler creates friction and erodes trust.

ACTIVE AGERS CARE MORE ABOUT LIFESTYLE THAN AMENITIES 

Patios, fountains, and floor plans don’t sell the future. Longevity, wellness, independence, and connection do. Amenities matter, but only when they’re framed as tools that support how people want to live.

TECHNOLOGY SHOULD BE INTEGRATED, NOT CHECKED OFF 

A “technology page” isn’t a strategy. Smart homes, voice tools, and automation only create value when they’re woven into everyday life, workflows, and storytelling — not treated as a feature list.

AI IS VALUABLE WHEN IT REMOVES FRICTION, NOT WHEN IT ADDS FLASH 

The real promise of AI isn’t novelty, it’s optimization. When applied correctly, AI reduces manual work, supports staff, and improves outcomes — freeing people to focus on care, connection, and experience.

THE FUTURE OF SENIOR LIVING EXTENDS BEYOND THE COMMUNITY WALLS 

With the vast majority of older adults aging at home, growth depends on hybrid models, partnerships, and services that reach into the home. The opportunity isn’t just move-ins, it’s relevance.

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. 

Growth in senior living isn’t being held back by a lack of technology, it’s being strained by how that technology is used. As automation accelerates, many organizations are discovering that more outreach doesn’t automatically lead to more trust, more engagement or more move-ins. The real challenge is learning how to balance speed and scale with empathy, intention and human connection.

That tension was at the center of Varsity’s weekly Roundtable, which featured Lucas Hayes, founder and former President and CEO of Enquire. Drawing from his experience building one of the most widely adopted CRM and engagement platforms in senior living, Lucas shared why today’s growth strategies must shift from volume-driven tactics to trust-centered conversations. Below are a few Fresh Perspectives from his discussion.

THE REAL GROWTH PARADOX IS TOO MUCH AUTOMATION, NOT TOO LITTLE

AI has accelerated outreach, but more messages, more emails and more calls don’t translate to more move-ins. Excessive automation creates digital noise that overwhelms prospects at the exact moment they need clarity, calm and human reassurance.

AN INQUIRY IS A TRUST EVENT, NOT A LEAD EVENT

Most prospects reach out during moments of fear, guilt, health decline or caregiver burnout. That first interaction isn’t about speed or scripting, it’s about earning trust when emotions are high and decisions feel heavy.

INTENTIONAL CONVERSATIONS OUTPERFORM HIGH CALL VOLUME EVERY TIME

“Spray and pray” outreach has proven ineffective in senior living. Fewer, better conversations rooted in listening, personalization and curiosity create stronger momentum than aggressive call frequency or scripted pitching.

THE PHONE IS COMING BACK, BUT NOT THE WAY IT USED TO

Voice engagement is regaining importance because it signals real commitment and care. The future isn’t AI-powered robo-calls, it’s human conversations supported by automation that handles transcription, follow-ups and CRM documentation behind the scenes.

FACE-TO-FACE STILL CLOSES, BUT EMOTION DOES THE SELLING

Digital research and phone calls set the stage, but in-person tours remain the highest-converting step. Tours should be treated as emotional experiences that provide peace of mind, not feature-driven walkthroughs of amenities.

THE MOST IMPORTANT SALES METRICS ARE HARDER TO MEASURE, BUT MATTER MORE

Speed and volume still have value, but quality, clarity and anxiety reduction are what truly move prospects forward. Rethinking incentives around these person-centered outcomes is essential in a more human-centered sales era.

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. 

AI has officially moved past being a copy assistant and into becoming a full creative studio and operational sidekick. That was the theme Zack Collevechio of WildFig explored as a guest on Varsity’s weekly Roundtable.

From practical demos using Google Gemini to real-world applications like lead nurture, review responses, ad optimization, and market scanning, Zack emphasized that the winning approach is focused scope, clear process, and privacy-forward habits that minimize data exposure instead of relying on disclaimers. Below are a few Fresh Perspectives from his discussion.

AI IS NOW A CREATIVE STUDIO, NOT JUST A WRITING TOOL

The “six fingers” era is fading fast. Text-to-image, image editing, and even audio+video generation are now good enough for real marketing iteration, which changes speed, budget, and expectations.

CONSISTENCY IS THE REAL BREAKTHROUGH

The headline isn’t that AI can generate a pretty image, it’s that it can make one precise change without “drifting” the faces, background, or composition. That unlocks fast A/B testing and brand-safe variations at scale.

THINK “MICRO-AGENTS,” NOT “HANDLE MY BUSINESS”

The most reliable agentic setups are narrowly scoped roles (lead nurture, review response, lead scoring) with clear guardrails and handoffs, instead of one generalist bot that wanders.

AGENTS ARE JUNIOR STAFF WHO NEED SOPs AND OFFRAMPS

If you wouldn’t assign a task without context, rules, and escalation paths, don’t do it with AI. Give it the right data, define approval steps, and tell it what to do when it gets stuck.

SCHEDULED COMPETITOR CHECKS ARE A LOW-RISK ONRAMP TO AGENTIC WORKFLOWS

Weekly or monthly “scan the market and report back” is a practical first use case because it’s repetitive, measurable, and doesn’t require PHI or high-stakes decisioning.

PRIVACY IS A STRATEGY, NOT A DISCLAIMER

“Read the docs” is step one, but the real protection is minimizing data exposure: obfuscate personal details, separate PHI from prompts, and set internal policies so AI doesn’t quietly become an ungoverned workflow.

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. 

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.

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.

Recently on Varsity’s weekly Roundtable we welcomed Adam Grafton, vice president of operational excellence at Aramark SeniorLIFE+. Adam shared how SeniorLIFE+ is leveraging technology from across Aramark’s business lines to enhance the senior living experience. 

From AI-powered staffing and facility management to frictionless retail and next-gen kitchens, Adam explored how innovation is driving smarter operations, better outcomes and a more seamless experience for residents and staff alike.

CROSS-INDUSTRY COLLABORATION

SeniorLIFE+ stands out by blending best practices from Aramark’s hospitality, healthcare, and workplace divisions. This cross-functional collaboration powers smarter, more innovative solutions that elevate the senior living experience—proving that operational excellence often begins with shared insight.

FRICTIONLESS, 24/7 SHOPPING

Thanks to Amazon Market integration, residents and families can shop anytime using key fobs, cards or facial recognition. No checkout lines, no waiting. It’s a seamless experience that boosts satisfaction and convenience in senior living communities.

AI-POWERED LABOR EFFICIENCY

Smart dashboards analyze scheduling and sales data to align staffing with demand. The result? Less downtime, fewer headaches and more time for operators to focus on resident care. Technology lightens the load while improving the guest experience.

SMARTER FACILITY MANAGEMENT

Sensors track occupancy, air quality, leaks and more—powering real-time decisions that reduce waste and cut costs. Cleaning and maintenance are no longer routine—they’re driven by actual need, thanks to AI and data integration.

KITCHEN INNOVATION AT WORK

Sous vide and re-therming tech are revolutionizing back-of-house operations. Kitchens are cutting production time by 90%, reducing waste by 80% and serving more meals with fewer staff—all while keeping quality and creativity high.

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. 

Roland Park Place is a Life Plan Community located in the historic Roland Park neighborhood of Baltimore, Maryland. It’s the only not-for-profit CCRC in the city and one of the most innovative communities in the nation. It was also recently named the sixth best CCRC in the nation by Newsweek.

Recently on our weekly Roundtable we were joined by Roland Park Place VP of Operations Kiril Apostolov. Kiril gave us a closer look at Roland Park Place’s use of technology and the innovative spirit that makes his community great.

Here are some highlights from that conversation. 

ENHANCING RESIDENT ENGAGEMENT THROUGH TECHNOLOGY

Kiril shared some impressive ways technology supports the mission at Roland Park Place. A visitor management system, powered by QR codes, makes check-ins seamless for family and friends while also providing a unique “love meter” feature. This tool helps staff track resident engagement, allowing them to identify who might need extra attention. 

They’ve also introduced robots to assist in dining operations. But these aren’t intended to replace staff—they’re there to handle routine tasks so associates can focus on building personal relationships with residents, which Kiril emphasized is the heart of what they do.

STREAMLINED SYSTEMS FOR BETTER LIVING WITH ICON

To make things easier for everyone, Roland Park Place has integrated its work order system and dining reservations into one resident engagement application called ICON. Residents no longer have to juggle multiple systems; everything they need is in one place. This streamlined approach even extends to user-friendly features like large, clear navigation boxes that eliminate the frustration of endless scrolling.

PRIORITIZING SAFETY WITH INNOVATIVE SOLUTIONS

Safety is important at Roland Park Place. Supported by tech innovations like a Wi-Fi-enabled appliance system that shuts off appliances if no motion is detected in the kitchen, a cloud-based emergency communication system (AlertMedia) that allows residents to receive information in their preferred format via landline, text, or email, and wireless pull cords. Preventing hazards and allowing residents to age in place is a top priority. 

INCREASING ENGAGEMENT THROUGH REAL-TIME UPDATES

ICON has revolutionized how residents stay connected. Instead of relying on bulletin boards, paper calendars and flyers, residents receive real-time updates and reminders directly to their devices. Whether signing up for a trip or joining a digital social group, the app provides timely notifications, boosting participation in activities and community events.

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. 

Katie Griffith and Bright Solutions work hard to empower senior living communities to unlock the full potential of their technology. Katie was also a recent guest on Varsity’s weekly Roundtable, where she shared some ideas for holiday tech gifts for residents and their loved ones.

Here are some highlights from that conversation. 

GIFT GUIDES CAN SHOW OFF A COMMUNITY’S COMMITMENT TO TECH

Communities are encouraged to consider creating a tech gift guide as a fun and engaging way to connect with residents and their loved ones during the holidays. Beyond being helpful, the guide provides an opportunity to highlight the community’s tech-friendly environment and show that it’s prepared to support modern devices. 

WHAT TO INCLUDE IN A GIFT GUIDE

If creating a tech gift guide for loved ones and residents, it’s helpful to focus on practical, popular devices that residents can easily adopt and enjoy. Katie emphasized the importance of compiling a thoughtful list, which might include categories like streaming devices (such as Roku or Fire Sticks), iPads, smartphones, and smart home gadgets like thermostats or voice assistants (Alexa, Google Hub, or Apple devices). Wearable health trackers, including Fitbits and Apple Watches, also make great additions for those interested in fitness and health monitoring.

HELP RESIDENTS GET ACQUAINTED WITH NEW DEVICES

Katie suggested hosting events shortly after Christmas to help residents get acquainted with their new gadgets. These gatherings can combine social time with tech assistance, inviting residents to bring their devices while enjoying snacks and coffee. Having tech staff available to answer questions and provide hands-on support ensures a smooth integration of these tools into daily life.

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. 

Over the past two decades, the senior living industry has witnessed remarkable changes driven by technology and data. From improving operations to enhancing resident care, these advancements have transformed the way we serve aging populations. Today, artificial intelligence (AI) presents an even greater opportunity to reshape the future of aging services. 

AI isn’t just another technological trend; it is a transformative force that has the potential to improve every aspect of retirement living—from resident experience and wellness to sales, marketing, and operations. But achieving this transformation requires a clear, strategic approach. 

Varsity and the data scientists at Pavone Group’s data and analytics firm, WildFig, have watched this digital transformation unfold and have tracked the rise of AI over the past few years. Together, we’ve partnered with clients to embrace this innovation, helping them leverage AI to enhance decision-making and drive operational efficiency. 

Here’s a closer look at how the process we use to make that happen:  

THE AI ROADMAP: A PROVEN PROCESS FOR TRANSFORMATION 

Before an organization or community can truly embrace AI, we first need to develop a roadmap that aligns with their mission and strategic goals.  

1. ENGAGE LEADERSHIP THROUGH INTERVIEWS – We start by sitting down with your executive team to uncover key challenges, opportunities, and goals. AI is not a one-size-fits-all solution; understanding your organization’s unique needs ensures that AI initiatives are both practical and impactful.
2. MAP WORK PROCESSES – Using the insights from leadership, we map out workflows across departments. By identifying inefficiencies and opportunities for automation or enhancement, we lay the groundwork for targeted AI applications.
3. IDENTIFY PILOT PROJECTS – Pilots are critical for demonstrating quick wins and building organizational buy-in. Whether it’s optimizing sales pipelines, improving operational efficiency, or personalizing resident engagement, we help you select and implement high-impact pilot projects.
4. GUIDE STRATEGIC TRANSFORMATION – With the success of pilot projects, we support your organization in scaling AI initiatives across departments. The result? A cohesive, AI-enabled operation that enhances resident satisfaction, improves employee productivity, and drives overall organizational success. 

WHY NOW? 

AI is no longer a future concept—it is already transforming industries worldwide. For senior living, the stakes are high. Aging populations are growing, expectations for personalized services are increasing, and competition is fiercer than ever. Organizations that embrace AI now will be positioned as leaders, delivering unmatched resident experiences while optimizing their operations for long-term success. 

TAKE THE FIRST STEP TOWARD AI TRANSFORMATION 

Embracing AI is a continuous evolution that calls for thoughtful planning, clear priorities, and a commitment to change. With the right guidance and strategies, your organization can unlock its full potential, transforming the way you serve and support your community.

Got questions about AI and how your community can embrace it? Contact Varsity President Derek Dunham at ddunham@varsitybranding.com. 

Our guest at a recent gathering of our weekly Roundtable was Zack Collevechio, senior data scientist at WildFig and Pavone Group. 

Zack’s presentation focused on AI and included a discussion of what it is, why it’s valuable and how communities can leverage this technology to gain a competitive advantage in today’s market. He also used ChatGPT to give demonstrations of AI in action as a copywriting and customer service tool.

Here’s are some highlights from that presentation: 

AI-POWERED WRITING

Zack introduced AI’s role in writing and communication, noting its ability to produce natural language for diverse tasks. AI can assist with blogging by generating ideas, outlines, or full posts from simple prompts. It’s also useful for drafting emails, saving time for users who tend to overthink responses. 

AI ASSISTANTS

The discussion moved to building AI assistants with ChatGPT’s “custom GPTs” feature, enabling tailored models that align with your brand, community, and needs. 

Zack emphasized creating a personality and backstory for the assistant to enhance its performance. Clear, detailed instructions ensure it generates accurate, relevant content. Once customized, these assistants can be saved for ongoing use, eliminating the need to reset parameters each time and providing a consistent AI partner for your communication tasks. 

AI-POWERED CUSTOMER SUPPORT

Zack discussed AI-powered customer support, a popular tool that WildFig also uses. Chatbots provide 24/7 virtual assistance, managing many inquiries that would otherwise demand staff time. They help filter out low-quality inquiries, like price requests from unqualified leads, enabling staff to prioritize high-quality prospects. 

AI-POWERED SALES

Zack introduced AI-driven sales optimization, covering several valuable applications:

• LEAD SCORING: AI ranks prospects by their likelihood to convert, considering factors like website activity and past interactions. This allows sales teams to focus on the most engaged leads.
• CUSTOMER SEGMENTATION: AI groups prospects or residents based on behaviors, enabling tailored recommendations. For instance, a prospect frequently viewing a specific floor plan might receive an automated email featuring that interest.
• ENGAGEMENT TIMING: AI suggests the best timing and frequency for outreach, helping teams engage leads effectively by identifying those needing frequent contact versus those needing occasional check-ins.

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.