By:
Dave Kingsley

What kind of organization is aPlaceforMom – Really?
aPlaceforMom has achieved widespread public visibility through a massive, deceptive advertising campaign. As a portfolio company of two private equity firms – Silver Lake Partners and General Atlantic – APFM runs a marketing enterprise. Their TV commercials stress that their services are free. Although that would imply that they are a nonprofit organization with the welfare of your mom as their mission, the company’s revenue is from hefty fees[i] nursing homes are willing to pay for referrals.
But you wouldn’t know that from the warm, fuzzy ads featuring Joan Lunden, tailored to convince you that the company’s main concern is your mom. There is no evidence that APFM hires staff with expertise in gerontology or long-term care. Our attempt to contact the firm and inquire into how they choose LTC facilities for referral leads us to believe that APFM is a boiler room operation. The company operates behind a veil of secrecy. The employees answering the phone will not reveal anything about the facilities to which they refer customers (who are led they are clients).
APFM would not succeed as a business if they referred customers only to high-quality facilities – there are too few privatized nursing homes willing and needing to use them as rainmakers. The crème de la crème LTC facilities are in high demand and aren’t in need of referral services to fill their beds.
In a boiler room operation, sales people in the cubicles are incentivized to move customers into nursing homes – not to professionally evaluate their needs and the quality of care they are likely to receive. Unfortunately, there has been practically no research available regarding the quality of APFM’s nursing home customers. Nor has been little attempt by state and federal legislatures and agencies to address the opaque nature of the referral services industry. That state of Washington is an exception to this government misfeasance.
What We Know About the Quality of APFM’s Referrals

As part of their false image as a professional organization with the best interests of moms and others needing assisted living and nursing home care, APFM has concocted a “Best of Senior Living Award.”
An investigation by the Washington Post[i] found that more than one‑third (37.5%) of APFM’s “Best of Senior Living” award‑winning facilities had serious care‑related violations in the past two years. This is across 863 facilities in 28 states.
Types of violations documented:
- neglect
- medication errors
- falls
- bedsores
- failure to bathe or groom residents
- call‑light response failures
- understaffing
- violence and sexual abuse
The most damning example:
APFM gave a “Best of Senior Living” award to Inspired Living at Bonita Springs (FL) based on 2023 consumer reviews. But in 2022, inspectors found that the facility failed to protect a resident who died after being left for more than an hour in 100.4‑degree heat. Video showed her “wiggling, fidgeting, and bending over” in a wheelchair in direct sunlight until she died. APFM’s award system did not incorporate this fatal neglect.
The Post emphasizes that assisted living has no federal regulatory framework—no inspections, no national report card. APFM fills that vacuum with marketing, not oversight. Families searching online encounter APFM first, and APFM’s recommendations systematically diverge from state inspection findings.
Washington State’s Referral‑Agency Law – Administered by the Department of Social and Health Services (DSHS).[ii]
What the Washington law requires
A. Mandatory Licensing
Referral agencies must obtain a license from DSHS to operate in the state.
B. Mandatory Disclosures to Families
Agencies must disclose:
- How they are paid
- Whether they have financial relationships with facilities
- Whether they limit referrals only to facilities that pay them
- Any ownership or financial ties between the agency and facilities
This is the heart of the law: forced transparency about pay‑to‑play referrals.
C. Prohibition on Misleading Advertising
Agencies cannot:
- Claim facilities are “best,” “top‑rated,” “expert‑recommended,” etc.
- Use superlatives unless supported by objective evidence
- Present themselves as “free advisors” without disclosing the financial conflict of interest
D. Documentation Requirements
Agencies must keep records of:
- All referrals
- All payments received
- All disclosures made to families
E. Consumer‑Protection Enforcement
DSHS can:
- Fine agencies
- Suspend or revoke licenses
- Investigate deceptive practices
F. Conflict‑of‑Interest Rules
Agencies must disclose:
- Any ownership stake in facilities
- Any exclusive referral arrangements
- Any financial incentives that shape recommendations
Why Washington’s law matters:
It is the first and only comprehensive statute in the U.S. that directly regulates referral agencies. It is the model law.
Conclusion
Families in the throes of helping an aging or disabled loved one deserve honesty and openness from companies holding themselves out as caring and professional referral services. It is especially important to hold companies like APFM accountable when a large share of their revenue is derived from tax funded Medicaid and Medicare programs.
Legislators and regulatory agencies are elected and funded by the taxpayers. At the very least they obligated to be good stewards of the public’s money and carry out their duties on behalf of the public interest and with the health and safety of vulnerable citizens as their mission. Unfortunately, that is not the state of government oversight of the long-term care industry. Federal and state legislators have turned a blind eye to the corruption and abuses of the nursing home industry. APFM is an ancillary service to for-profit nursing home providers. Their deceitful advertising and opaque operations call for the type of legislation enacted in the state of Washington.
Finding a nursing home for a loved one can be extraordinarily stressful, depressing, and heartbreaking. CMS has a reasonably good web site[iii] with important quality related information for every licensed nursing home in the U.S. however if you Google “Find a Nursing Home Near Me,” the APFM website will appear at the top of the list. The Nursing Home Care Compare website posted by CMS will not appear until the second page of listings. This corrupt, pay to play internet feature is designed to lead families unknowingly into the APFM trap.
Government dereliction in allowing APFM and the referral industry to engage in corrupt practices needs to end. Legislators can change it. They will only act if they are confronted and pressured by the citizens to exercise their duties to the public rather than industries deceiving and cheating the public . Therefore, we are committed to informing the public about the scandalous practices of the referral services sector of the nursing home industry. We will also be presenting legislators at the state and federal levels with boiler plate legislation based on the Washington law and insist that they act to protect vulnerable families and nursing home patients.
[i] Julie Z. Weil & Steven Rich Washington Post, December 17, 2023, “Assisted living regulations, state by state.”
[ii] RCW 18.330 — Assisted Living Referral Agencies (Washington State Legislature, 2024).
[iii] https://www.medicare.gov/care-compare/?providerType=NursingHome
[i] Typically, equivalent to one month of Medicaid or Medicare reimbursement.








