No-Lead-Gate Pledge
Families never pay. Browse, compare, and pricing/trust signals stay open. Provider fees never buy ranking, compare placement, or trust labels.
Industry ownership map
Senior-care directories often look independent on the surface while routing families into the same advisor desks, referral-fee systems, or finance products underneath. This page maps the ownership paths MemoryCare is currently tracking.
Network owner
Owner: General Atlantic, Silver Lake, and Insight Partners
Scale: Largest national advisor marketplace
The key risk is not a single facility operator. It is a large advisor-led marketplace backed by private equity and growth capital.
Network owner
Owner: Best Life Brands, backed by The Riverside Company
Scale: 200+ advisors and 20,000 prescreened communities
CarePatrol markets local guidance, but its ownership sits inside a broader franchised senior-care portfolio with private-equity backing.
Network owner
Owner: SilverAssist, backed by Growth Catalyst Partners
Scale: Part of a 7,000+ community relationship portfolio
SilverAssist combines directory traffic, advisor networks, and financing tools such as ElderLife Financial under one parent platform.
Network owner
Owner: CareScout, a Genworth subsidiary
Scale: Directory plus advisor-network reach
Seniorly now sits inside a broader care-navigation and insurance ecosystem rather than remaining a stand-alone directory.
Sponsored-bias exposure overlay
This route-local overlay does not change rankings. It simply annotates the ownership and referral patterns MemoryCare is already tracking so a future listing or compare surface can reuse the same evidence model.
Private-equity and strategic capital tracker
MemoryCare separates brand names from the capital stack behind them so families can see when a directory or referral network is backed by private equity or growth capital.
Capital source
General Atlantic
Private-equity owner in the APFM capital stack.
Capital source
Silver Lake
Private-equity owner in the APFM capital stack.
Capital source
Insight Partners
Growth-equity investor in APFM.
Capital source
The Riverside Company
Private-equity backer of Best Life Brands.
Capital source
Growth Catalyst Partners
Private-equity backer behind SilverAssist.
Visual network
General Atlantic
Private-equity owner in the APFM capital stack.
Silver Lake
Private-equity owner in the APFM capital stack.
Insight Partners
Growth-equity investor in APFM.
The Riverside Company
Private-equity backer of Best Life Brands.
Best Life Brands
Holding company for franchised senior-care brands.
Growth Catalyst Partners
Private-equity backer behind SilverAssist.
SilverAssist
Referral-plus-finance network spanning multiple brands.
Genworth
Public parent of CareScout.
CareScout
Genworth subsidiary focused on aging navigation and care planning.
A Place for Mom
Advisor-led senior-care marketplace.
CarePatrol
Placement network with local advisors.
Seniorly
Pricing-forward directory and advisor network.
Caring.com
Directory, reviews, and referral surface.
ElderLife Financial
Senior-living finance and bridge-loan layer.
Recent ownership changes
Jan 12, 2026
SilverAssist acquired Caring.com
That deal joined Caring.com's referral footprint with SilverAssist's advisor and financing stack, including ElderLife Financial.
Oct 31, 2025
CareScout completed its acquisition of Seniorly
The move linked Seniorly's directory and advisor network to Genworth's broader CareScout ecosystem.
Jun 1, 2022
Growth Catalyst Partners launched SilverAssist
SilverAssist was formed from ElderLife Financial, Care Changes, and FamilyAssets before later adding more brands.
Jan 30, 2022
Insight Partners led new funding for A Place for Mom
That round added new growth-equity backing on top of APFM's existing private-equity ownership base.