Tag: Senior Living

When it comes to retirement, most people spend years planning their finances—but far less time planning where they’ll live. Yet “place” plays just as big a role in well-being as savings or investments. Where you live influences health, happiness, and independence, which makes it a critical (and often overlooked) part of financial planning.

That’s why Meg Stoltzfus, LCPC, and Lydia Durski, CFP®, from Financial Council, are rethinking how advisors help clients plan for the future. During this week’s Roundtable, they shared how “place planning” brings a human-centered lens to retirement decisions, integrating emotional, social, and lifestyle factors into financial strategy. The result is a more complete picture of what it truly means to live well in the years ahead. Below are a few Fresh Perspectives from their discussion. 

HUMAN-CENTERED DIFFERENTIATION

Financial Council didn’t create its navigation program as a marketing tactic, it was born from a genuine need to help clients make better life decisions. That authenticity has become a powerful differentiator in a crowded marketplace.

GUIDED DECISION-MAKING

Clients often default to staying at home simply because they don’t understand all the options. Acting as an unbiased guide, Meg helps them define goals, weigh choices, and move from reactive to proactive planning.

THE VALUE OF “PLACE PLANNING” 

Instead of focusing solely on housing, the firm uses place planning—factoring in health, finances, and social connections—to help clients envision where and how they want to live across different stages of retirement.

A ROLE BEYOND FINANCE 

Meg’s position is rare in financial services but likely to grow. By combining counseling expertise with financial planning, she brings a uniquely human layer that technology or AI cannot replicate.

PARTNERSHIPS THAT BUILD TRUST 

Senior living communities, care managers, and financial advisors can be stronger together. Building these relationships provides clients with holistic, unbiased guidance and strengthens trust across all sides.

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. 

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.

QUOTES

“Caregivers were fighting against a negative perception, a negative narrative, a negative reputation that started before COVID but was accentuated during COVID by bad media.” (Peter)

“These people that were great caregivers don’t get the recognition that they deserve.” (Peter)

“If you put the caregiver at the front, nobody’s going to criticize a caregiver.” (Peter)

“People think of CNAs as cleaning bathrooms and changing diapers. They don’t realize how beautiful it is in the relationship that you get to make.” (Peter)

“Stories are pretty much the only thing that can change our opinion in life. Documentaries do it better because they’re long enough to show the contradictions of humankind.” (Peter)

“They just have a mechanism where they can compartmentalize and feel fulfilled making other people feel great through their acts of service.” (Peter)

“What a badge of honor if the nursing home is so great that your resident brings in the caregivers, recruits their own family.” (Peter)

“I love being forced to learn something that corrects where I was wrong.” (Peter)

“Curiosity is not just part of my personality—it’s an attribute I should strive for and that humans should strive for.” (Peter)

“Almost everything has been because of tears. There were moments where we just held each other’s hands and sobbed for minutes while the cameras kept rolling.” (Peter)

NOTES

Peter Murphy Lewis is a documentary filmmaker, storyteller, and advocate who co-created People Worth Caring About, a podcast and video series spotlighting frontline caregivers in long-term care communities across the United States.

People Worth Caring About shares authentic, heartfelt stories of caregivers working in retirement and long-term care communities. Through podcasts and a multi-part documentary series, the project elevates unsung heroes, challenges stereotypes, and helps shift the public narrative around aging and caregiving.

Peter began his career in long-term care in 2020 and later became a CNA to better understand the field. Drawing from his background in South American television, he adapted his storytelling format to senior living, resulting in a growing series now available on smart TVs nationwide. The project has expanded beyond Nebraska to states like Ohio and New Mexico, with more seasons in the works.

Peter was motivated to create the series after seeing caregivers struggle with negative perceptions of long-term care.

His grandparents’ positive experiences in a nursing home inspired him to spotlight caregivers who rarely receive recognition.

By focusing on staff instead of owners or executives, the series avoids criticism and builds empathy through authentic caregiver stories.

Filming in hospice revealed the deep, life-affirming relationships between residents and young caregivers.

Stories like Kevin calling his nursing home “my home” challenged Peter’s own assumptions about language and dignity.

Intergenerational and family-based caregiving, from Subway recruits to residents’ grandchildren, shows the community power of senior living.

Peter believes documentaries shape narratives because they’re long enough to show the contradictions of human nature.

His hope is to continue expanding the series to more states, changing perceptions of caregiving while also inspiring young people to join the field.

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. 

QUOTES

“Aging is prejudice against our future selves.” (Bob)

“At age 75, it’s too late for me to change society’s attitudes that are going to affect my aging well. It’s not too late for you.” (Bob)

“We really now have a new stage of life which increased longevity has made possible.” (Bob)

“The largest untapped workforce in America are older adults 55 to 80.” (Bob)

“The age group with the highest incidence reported of loneliness are young people 18 to 29, far greater than those over 75.” (Bob)

“Will (our efforts) eliminate ageism? No, it won’t. But will it change some attitudes? Yes.” (Bob)

“We have to think in a longevity economy, how do we turn increased longevity into a bonus for the individuals and for our society at large?” (Bob)

“Necessity and opportunity both give me hope.” (Bob)

NOTES

Bob Kramer is a nationally recognized expert in aging and senior living, co-founder of the National Investment Center for Seniors Housing and Care (NIC), and founder of Nexus Insights. He is renowned for his innovative approaches to transforming the perception and care of aging populations.

Nexus Insights is a think tank dedicated to advancing bold ideas and disruptive models that support aging well. The organization focuses on integrating diverse perspectives to address the challenges and opportunities associated with increased longevity and aging services.

Bob Kramer has been a pivotal figure in reshaping the senior housing landscape, advocating for a shift from an ageist narrative to one that sees aging as a period of contribution and value. His work has greatly influenced investment in senior housing and care, and he remains a key thought leader in the field through his continued advocacy for innovative, person-centered aging services.

Bob emphasizes the need to challenge the negative and fearful perceptions of aging, highlighting that ageism is essentially prejudice against our future selves.

He encourages young people to shift their views on aging by illustrating that statistically, many will live to be 100, making it crucial to combat ageist stereotypes early.

Bob discusses the untapped potential of older adults as a vital workforce segment, especially in addressing challenges like healthcare where their involvement could be transformative.

He notes that loneliness is more prevalent among younger age groups and suggests intergenerational programs as an effective solution to this issue.

Bob critiques terms like “silver tsunami” for their negative implications, arguing instead for a perspective that sees increased longevity as a societal bonus rather than a curse.

Technology and data are seen as crucial for future aging services, enabling more efficient and preventative healthcare where actionable data drives better quality of life.

He stresses the importance of redefining senior living environments to focus on life engagement and growth rather than decline and dependency.

Nexus Insights was founded to foster innovation in aging services, bringing together diverse viewpoints to drive effective and compassionate transformations in how society approaches longevity and elder care.

QUOTES

“The village model was created to serve that missing middle, the middle class.” (Barbara)

“Most of the villages are volunteer first, so it incorporates neighbor helping neighbor.” (Barbara)

“Villages connect the dots. They start in a community. It’s very organically grown from the community.” (Barbara)

“At the end of the day, we all want purpose.” (Barbara)

“People are living in their own homes. More importantly, people are living in their community.” (Barbara)

“We are not silos anymore. We cannot just be in this community and not serve everyone.” (Barbara)

“Money should not be an option. We want to make sure we reach all the underserved and underreached populations within a community.” (Barbara)

NOTES

Barbara Sullivan is the National Director of the Village to Village Network and a longtime advocate for aging in place. With a background in nonprofit leadership, long-term care administration, and gerontology, she has been involved in the village movement since 2007.

The Village to Village Network supports the creation and sustainability of grassroots, volunteer-driven communities—or “villages”—that empower older adults to remain in their homes while staying engaged, connected and supported by neighbors.

Barbara first became involved in the village movement after assisted living residents in Northern Virginia asked her to help start one. 

Her early career influence came from her father, a Congressman and elder law attorney, which helped shape her understanding of aging policy.  

The village model serves the “missing middle”—those who are too wealthy to qualify for public assistance but not wealthy enough for private senior living options.

Villages rely heavily on volunteers and grassroots support to help older adults stay independent, engaged and connected.

A major strength of the model is its flexibility—villages can range from 14 square blocks to 14 square miles and adapt to their communities’ needs.

The COVID-19 pandemic highlighted the importance of villages in combating social isolation and ensuring continuity of care.

Programs like GoGo Grandparent and partnerships with organizations like Goodwin Living help expand access to transportation and cognitive wellness.

Most villages charge modest or no dues and offer scholarships or “pay what you can” memberships to remain inclusive.

Villages build strategic partnerships with healthcare systems, faith communities, and public agencies to extend their reach and impact.

Barbara hopes to see 500 more villages created in the next 10 years and emphasizes the importance of community-based solutions in meeting the demands of an aging population.

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. 

In our most recent Roundtable, we were joined by Andy Edeburn, Managing Partner of Elder Dynamics, for a fast-paced, insight-rich conversation about the future of aging services. 

With decades of experience and a finger firmly on the pulse of industry trends, Andy walked us through the demographic, economic, technological, and cultural forces that are reshaping senior living. From the looming surge of older adults to the rising power of managed care and AI, his message was clear: the status quo won’t hold. Providers that want to remain competitive must be bold, strategic, and willing to rethink how they serve tomorrow’s older adults—starting now.

THE CUSTOMER WAVE IS A STRATEGIC WAKE-UP CALL

The aging population isn’t just growing—it’s surging. With tens of thousands of boomers turning 80 every day by the 2030s, this isn’t a temporary spike. It’s a century-long trend that demands scalable, future-ready solutions—not short-term fixes.

EXPERIENCE BEATS AMENITIES EVERY TIME

Today’s seniors—and their adult children—aren’t impressed by billiard tables or woodshops. They want a lifestyle that reflects purpose, health, and connection. Providers must shift from offering amenities to designing meaningful, personalized aging experiences.

THE MIDDLE MARKET IS THE NEXT GREAT DISRUPTOR

A massive segment of middle-income older adults is emerging—too wealthy for subsidies, too strapped for private-pay options. Serving them isn’t just a social imperative, it’s a business opportunity waiting to be claimed by creative, cost-effective models.

PROACTIVE CARE IS THE NEW POWER MOVE

Chronic conditions are the rule, not the exception. Organizations that prioritize early identification, care coordination, and healthspan improvement will own the future. It’s not about treating illness—it’s about managing wellness before crisis hits.

DIGITAL TRANSFORMATION ISN’T OPTIONAL—IT’S THE PLAYBOOK

AI, automation, and data-driven personalization aren’t “nice to have.” They’re becoming core to marketing, operations, and engagement. If you’re still using callback sheets, you’re competing with machines that work 24/7. Time to upgrade.

SCALE + CULTURE = THE NEW COMPETITIVE EDGE

Growth through mergers and affiliations isn’t just about size—it’s about efficiency, diversity, and resilience. But legacy nonprofits must move faster, shed outdated assumptions, and position their values with data-driven clarity to stay competitive.

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. 

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. 

This week’s Roundtable featured a powerful and timely conversation with Christopher Ridenhour, President & CEO of Inspired2Results!, 

Christopher challenged us to rethink what it really means to build inclusive communities. Rather than focusing on checklists or corporate initiatives, he encouraged attendees to start with the basics: human connection, daily intention, and a genuine commitment to valuing the voices and experiences of everyone in a community—residents, team members, and leadership alike.

INCLUSION STARTS WITH SMALL, DAILY ACTIONS

You don’t need a formal initiative to build an inclusive culture. Simple moments, like showing interest in someone’s story, lay the groundwork for trust and connection across teams.

VALUE AND APPRECIATION ARE UNIVERSAL CURRENCIES

Diversity goes beyond race or background, it’s about honoring experiences and perspectives. When people feel valued, they’re more likely to contribute meaningfully.

IF YOU’RE NOT FILLED, YOU CAN’T FUEL OTHERS

Like a battery without charge, people can’t energize their teams if they’re drained themselves. Authenticity and care must be practiced—not just preached—to create culture that lasts.

DON’T DIY DEI—IT TAKES REAL COURAGE AND SUPPORT

Doing the work of inclusion alone often leads to burnout or stalled progress. Creating real psychological safety takes shared effort, consistent leadership, and a willingness to lean into discomfort.

RELATIONSHIPS BUILD THE BRIDGE TO BELONGING

When there’s equity and trust in a relationship, there’s space for honesty, growth and even grace when mistakes happen. Connection makes inclusion real.

START WITH ONE BITE-SIZED GOAL

Instead of trying to fix everything at once, focus on a small, meaningful step. Whether it’s changing how you run a meeting or reaching out to a colleague, action builds momentum.