ALFA Rebrands as Argentum

The Assisted Living Federation of America (ALFA) has changed its name to Argentum, the association announced Tuesday.

The board of directors voted to approve the name change and new logo for the association on Monday. ALFA will officially transition to the Argentum name and brand on Dec. 1 at its Chief Executive Summit in Scottsdale, Arizona.


Argentum Logo

“Since ALFA’s formation 25 years ago, the senior living industry has undergone many changes, and is primed for many more as baby boomers begin to use our services,” ALFA President and CEO James Balda said in a prepared statement. “Our brand transformation better represents where the industry is today as well as our vision for the future.”


Argentum’s new tagline is “Expanding senior living,” which the association says enforces its mission to increase the visibility and acceptance of senior living as a choice, rather than a necessity.

“It has never been a more exciting time to be working in the senior living industry,” Argentum Board Chair Brenda Bacon said in a release. “Argentum represents everything we are as an organization, as well as everything we want to be.”

The new name, “derived from the Latin word for silver, conveys strength and a sense of gravitas while giving a nod to the ‘silver generation,’” according to the association.

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The group says the new brand conveys the diversity of the industry, and specifically the association’s members. The organization also believes the name should resonate both with industry members and consumers, and that it is “forward looking.”

Despite its new brand, the association maintains the same mission for its members to “exemplify the principles of choice, dignity and independence for seniors.”

Argentum also plans to increase its advocacy and influence in public policy, promote business excellence and ensure an informed public, according to a statement.

The association was founded in 1990 and has held the name ALFA for 25 years.

The rebrand and new name comes just a day after news broke that one of the “Big Three” REITs in the senior housing space, Health Care REIT (NYSE: HCN), would change its name to Welltower Inc.

Written by Amy Baxter

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