Caring.com
An online senior-care information, referral, and provider-discovery platform for older adults and family caregivers.
Last updated August 24, 2026
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Overview
Caring.com is a United States online platform focused on senior care, aging, and family caregiving. It provides educational information, care-planning resources, searchable directories, consumer reviews, and referral assistance for people researching options such as assisted living, memory care, nursing care, and in-home care. The platform is aimed primarily at family members who are coordinating care for an older relative and need to compare providers, understand care categories, and navigate the financial, legal, and practical issues associated with aging. The company was founded in 2007 in San Mateo, California, by Andy Cohen, Steve Fram, and Jim Scott. Cohen’s experience helping care for his mother during her terminal lung-cancer illness contributed to the founders’ view that families lacked a centralized and accessible source of eldercare information. Caring.com subsequently developed a directory and content model combining editorial guidance with local provider discovery. Its consumer-facing service includes a caregiver resource center, articles on aging and care planning, search tools for senior living and home-care providers, and a toll-free helpline staffed by Family Advisors. These advisors help families define their needs and identify potentially suitable care options. The platform’s directory includes ratings and reviews for senior living communities and care providers. Caring.com has also published original research and survey-based reports concerning senior living, caregiving, estate planning, and the geographic variation of senior-living conditions. Its Wills & Estate Planning Study has been published annually since 2015, and the company also produces a Best States for Senior Living report. In January 2012, it introduced Caring Stars, a recurring recognition program for highly rated senior living communities and senior-care agencies. The program uses review-volume and review-quality criteria, together with checks intended to validate consumer feedback and confirm applicable provider licensing. Caring.com expanded through acquisitions. It acquired Gilbert Guide in 2009, adding an online senior-housing guide whose content was later integrated into Caring.com. The company raised further venture financing in 2009 and 2010, and in 2010 launched a personalized Alzheimer's-care guidance tool based on symptoms and behaviors reported by family caregivers. Bankrate acquired Caring.com in 2014 for $54 million. After Red Ventures acquired Bankrate in 2017, the Federal Trade Commission required Caring.com to be divested because of competition concerns involving overlapping ownership interests connected with A Place for Mom. Caring.com later acquired SeniorHomes.com, PayingforSeniorCare.com, and SeniorAdvice.com, broadening its directory, financial-planning, and provider-information coverage. The company moved its headquarters from San Mateo to Charlotte, North Carolina, in 2019. In April 2024, its board appointed Tracey Zhen, formerly president of Zipcar, as chief executive officer, succeeding Jim Rosenthal. In January 2026, SilverAssist acquired Caring.com from Caring Holdings. The platform’s business model has included referral fees from care providers and subscription or listing fees paid by participating providers. Because provider referrals and paid listings coexist with consumer reviews and editorial resources, the service occupies a hybrid position between a senior-care information publisher, a lead-generation marketplace, and a referral network.
History
Caring.com began in 2007 in San Mateo, California, founded by Andy Cohen, Steve Fram, and Jim Scott. The founders identified a need for more centralized eldercare information after Cohen’s experience caring for his mother during a terminal lung-cancer illness. The company initially developed an online resource for families seeking information about aging, senior housing, and caregiving. In September 2007, Caring.com raised $6 million in Series A financing from DCM and Split Rock Partners. In October 2009, it acquired Gilbert Guide, an online senior-housing guide. Gilbert Guide was later folded into Caring.com’s directory rather than continuing as a separate consumer website. In November 2009, Caring.com completed a $10 million Series B financing led by Shasta Ventures, with participation from DCM and Split Rock Partners. The company raised a further $4 million from Intel Capital in 2010. The 2010 expansion also included an online Alzheimer's-care tool. The tool generated personalized guidance from information supplied by family caregivers about a patient's symptoms and behavior. This reflected Caring.com’s broader effort to combine general editorial content with practical decision-support tools. In January 2012, the company established Caring Stars, an annual recognition list for highly rated senior living communities and senior-care agencies in the United States. The program uses published reviews from residents and relatives, review-volume requirements, review-integrity checks, and verification of relevant provider licensing where required. Caring.com also developed a research and reporting program covering senior care, estate planning, and regional senior-living conditions. Its Wills & Estate Planning Study has been issued annually since 2015, alongside the Best States for Senior Living Report. Bankrate acquired Caring.com in May 2014 for $54 million. Caring.com continued to expand its senior-care discovery capabilities, acquiring Seattle-based SeniorHomes.com in January 2015. In 2017, Red Ventures acquired Bankrate for $1.4 billion. The Federal Trade Commission required Caring.com to be divested as part of the regulatory response to that transaction, citing competition concerns related to overlapping ownership interests involving A Place for Mom. Caring.com continued operating as an independent senior-care information and referral platform. In December 2018, it acquired PayingforSeniorCare.com, adding resources focused on the financial aspects of senior care. In 2019, the company moved its headquarters from San Mateo, California, to Charlotte, North Carolina. In March 2020, it acquired Austin-based SeniorAdvice.com, further extending its provider information and review coverage. The platform’s services include a caregiver resource center, articles and guides on aging, directories for assisted living and home care, consumer ratings and reviews, and a toll-free helpline staffed by Family Advisors. Its commercial model has included referral fees from senior-housing and care providers as well as subscription fees for provider listings. The company therefore operates across editorial publishing, care navigation, directory search, and provider lead generation. In April 2024, Caring.com’s board appointed Tracey Zhen as chief executive officer. Zhen, who had previously served as president of Zipcar, succeeded Jim Rosenthal. In January 2026, SilverAssist acquired Caring.com from Caring Holdings. SilverAssist’s portfolio also includes Oasis Senior Advisors and ElderLife Financial, placing Caring.com within a broader senior-assistance and eldercare-services group.
- 2026
SilverAssist acquisition
[1]SilverAssist acquired Caring.com from Caring Holdings.
- 2024
Tracey Zhen becomes CEO
[1]Tracey Zhen was appointed chief executive officer, succeeding Jim Rosenthal.
- 2020
SeniorAdvice.com acquisition
[1]Caring.com acquired Austin-based SeniorAdvice.com, broadening its senior-care information and provider-directory offerings.
- 2019
Headquarters move to Charlotte
[1]Caring.com relocated its headquarters from San Mateo, California, to Charlotte, North Carolina.
- 2018
PayingforSeniorCare.com acquisition
[1]Caring.com acquired PayingforSeniorCare.com, adding financial and payment-planning resources for senior care.
- 2017
FTC-mandated divestiture
[1]The Federal Trade Commission required Caring.com to be divested in connection with Red Ventures' acquisition of Bankrate.
- 2015
SeniorHomes.com acquisition
[1]Caring.com acquired Seattle-based SeniorHomes.com, expanding its senior-living search and directory coverage.
- 2014
Bankrate acquisition
[1]Bankrate acquired Caring.com for $54 million.
- 2012
Caring Stars is established
[1]The company launched Caring Stars, an annual reviews-based recognition program for senior living communities and senior-care agencies.
- 2010
Alzheimer's-care guidance tool launches
[1]Caring.com introduced a personalized online tool that used caregiver-reported symptoms and behaviors to provide Alzheimer's-care guidance.
Products and positioning
A consumer-oriented senior-care discovery and referral platform that combines practical caregiving information, provider directories, reviews, research, and human guidance for families arranging care.
Online care-provider directory · 2007
Senior Care Directory
Caring.com's directory helps families research assisted-living communities, senior-living facilities, home-care agencies, and other care providers. It combines provider profiles with location-based search, service information, consumer ratings, and reviews. The directory is designed to support early-stage comparison and referral decisions rather than function as a clinical care-management system.
Caregiving information · 2007
Caregiver Resource Center
The caregiver resource center provides articles, guides, and practical information covering aging, caregiving responsibilities, senior living, home care, Alzheimer's care, financial planning, and related family-care decisions. It serves users who are beginning to understand care needs as well as those comparing specific services for an older adult.
Care referral and navigation
Family Advisor Helpline
Caring.com's toll-free referral helpline connects families with Family Advisors who provide guidance while callers investigate senior-care options. The service is intended to help users clarify needs, identify relevant care categories, and locate potentially suitable providers.
Provider recognition program · 2012
Caring Stars
Caring Stars is an annual list recognizing highly rated senior living communities and senior-care agencies across the United States. Selection is based on reviews and ratings from residents and relatives, with stated criteria concerning review volume and quality. Caring.com also conducts review-integrity checks and verifies provider licensing where applicable.
Consumer research · 2015
Wills & Estate Planning Study
The Wills & Estate Planning Study is an annual research publication examining consumer attitudes and behavior related to wills, estate planning, and later-life preparation. It forms part of Caring.com's broader research program for families and senior-care professionals.
Senior-living research
Best States for Senior Living Report
The Best States for Senior Living Report compares conditions relevant to older adults and senior living across U.S. states. It is published as part of Caring.com's market-research and consumer-information activities.
Digital care guidance · 2010
Alzheimer's-care guidance tool
Introduced in 2010, this online tool generated personalized Alzheimer's-care guidance from symptoms and behavioral information reported by family caregivers. It represented an early effort by Caring.com to provide interactive decision support in addition to static articles and directories.
Brand decisions
2026
Acquisition by SilverAssistM&ABackground
SilverAssist, a senior-assistance network whose portfolio also includes Oasis Senior Advisors and ElderLife Financial, acquired Caring.com from Caring Holdings.
Action taken
SilverAssist purchased Caring.com and brought it into its broader senior-assistance portfolio.
2024
Leadership transition under Tracey ZhenStrategyBackground
Caring.com's board appointed Tracey Zhen, formerly president of Zipcar, as chief executive officer.
Action taken
Zhen succeeded Jim Rosenthal as CEO.
Aftermath
The appointment marked a change in executive leadership while the company continued operating its senior-care directory, referral, content, and research services.
2017
Divestiture following Red Ventures' acquisition of BankrateM&ABackground
Red Ventures acquired Bankrate, which owned Caring.com. The Federal Trade Commission identified competition concerns involving overlapping ownership interests associated with A Place for Mom.
Action taken
The FTC required Caring.com to be divested as a condition related to the transaction.
Aftermath
Caring.com continued operating as a senior-care information and referral platform outside the combined Red Ventures and Bankrate ownership structure.
Recent events
Reported
Caring.com announces acquisition of SeniorHousingNet.com[3]
Caring.com announced its acquisition of SeniorHousingNet.com, a senior living and 55+ lifestyle website formerly part of the realtor.com network. Caring said the acquisition would expand its senior living directory and advertising offerings to include 55+ active adult communities and senior apartments.
Sterling Estates earns Caring Star award[4]
Sterling Estates Senior Living Community was selected as a 2015 Caring Star, an award recognizing service excellence based on consumer ratings and reviews posted on Caring.com.
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