A Place for Mom Gets New CEO, Plans to Enter New Markets

A Place for Mom (APFM) announced on Monday that Sean Kell has been appointed Chief Executive Officer of the senior housing lead provider.

Kell takes over for Pamala Temple, a co-founder of APFM, who has transitioned into the role of chairman of the board. In his new role, Kell will be responsible for the strategic vision and overall management of APFM, which uses a national network of advisors to counsel seniors and their families to find care options.

“I am thrilled to be working with APFM’s exceptional team of Eldercare Advisors who understand that moving a loved one into a senior care environment is a difficult decision for many families, and strive to help families make a smooth transition,” said Kell. “I look forward to helping the company and referral industry evolve, and have APFM become an increasingly sought-after senior care information resource that is better able to serve a growing customer base.”


APFM said it plans to enter new U.S. markets and expand its existing relationships with senior care providers under the new leadership. Kell brings significant online marketing experience to APFM, serving as the senior vice president and general manager of Expedia for the last three years. Before joining Expedia.com, Kell spent two years as senior vice president and general manager of Hotels.com.

Referral services like APFM have come under more scrutiny as of late, leading Washington state to pass legislation to protect consumers. Groups like the National Association of Professional Professional Geriatric Care Managers say the business model of referring customers only to those facilities it has contracts with is unethical.

According to APFM, it’s the largest senior living referral information service and has a nationwide network of more than 18,000 providers of senior living services.


Written by John Yedinak

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