About Us
Hey there,
I'm so glad to meet you.
I'm Micah Ulland, the founder of SeniorCarefully. My journey in this industry started at home. In 1998, my parents opened an Adult Family Home, where I was raised and learned firsthand what it means to truly care for seniors.
But as I got older and began managing and operating homes myself, I discovered a darker side to the industry that most families never see — until it's too late. I felt obligated and compelled to right this systematic wrong.
The Industry's Dirty Secret
When families are overwhelmed and searching online for help during a vulnerable time, they often turn to "free" senior placement agencies. While many of these agencies mean well, almost all of them operate on a 100% commission model. The moment you move your loved one into a home, that "free" advisor collects the entire first month's rent as a hidden kickback.
- It's Biased: Advisors are incentivized to send you to the most expensive homes, not the best ones.
- It's Intrusive: Your personal information is treated like a "lead." It's sold to dozens of hungry sales agents who will call you for months.
- It's Expensive: Care providers cannot work for free. To recoup the cost of these massive commissions, they are forced to hike their monthly rates.
The reality? That "free" advice ends up costing your family an average of $12,000 in markups over a two-year stay.
The New Standard
I founded SeniorCarefully to stand against this predatory "middleman" model. We decided to strip away the industry's hidden kickbacks and bring transparency back to the process.
The SeniorCarefully Difference:
- Flat-Rate Partner Fees: We earn the same amount regardless of which home you choose. This ensures our guidance is 100% unbiased.
- True Market Pricing: By removing the commission model, we empower you to pay fair, direct-to-provider rates.
- Privacy First: We are not a lead-generation machine. We protect your peace of mind and your phone number — providers may only connect with you within our secure site.
How it Works
- Schedule your assessment: Schedule a virtual senior care assessment with our trusted local RN partners — and get 100% of the cost ($350) reimbursed when you book care through our platform.
- Securely Share Needs & Get Quotes: With your explicit permission, we securely share your assessment with licensed AFH providers in your target city. Receive detailed quotes within 24 hours.
- Review & Meet Providers: Review the quotes, including the provider's mini-profile and license number. Select the homes that interest you and easily schedule a one-on-one virtual meeting.
- Book Care: Once you've found the perfect match, finalize and book care directly with the provider. To confirm a great, stable long-term fit and give you peace of mind, we will process your full assessment fee reimbursement ($350) after 30 days of service.
Our Mission
Our mission is simple: To ensure every family has access to unbiased, transparent, and dignified senior care.
When you choose SeniorCarefully, you aren't just finding a home for your loved one — you're helping us raise the bar for an entire industry. We believe seniors deserve better, and the people who care for them do, too.
Let's find the right care, the right way.
— Micah Ulland, Founder