A Place for Mom
In 2010, Warburg Pincus invested in A Place for Mom (APFM), a leading eldercare referral services company and source of move-ins to the senior housing industry. APFM has a core referral business which connects families with senior housing providers and a proprietary online customer relationship management software solution which helps drive increased occupancy for providers by delivering efficient lead management and tracking. Warburg Pincus identified APFM as a leader in the emergent eldercare vertical that is well-positioned to benefit from favorable demographic trends. During the firm’s hold period, Warburg Pincus worked extensively with management to further scale the APFM infrastructure and expand its product and geographic reach. Shortly following the investment, Warburg Pincus worked closely with APFM to strengthen the management team and fill key talent gaps. With Warburg Pincus’ support, the company also revised its senior advisor network, which led to meaningful improvements in lead conversion rates, adviser turnover, and adviser productivity. APFM also developed key marketing initiatives, such as increased affiliate partnerships, TV advertising and improved web content, that increased user volume. Lastly, APFM launched a new senior living reviews and ratings website and successfully expanded into new markets such as Florida and Canada during Warburg Pincus’ investment tenure. In 2017, Warburg Pincus sold APFM to two financial sponsors.
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