Management Team

Karen Cassel – CEO


Karen Cassel, CEO, joined in 2011 as GM of Performance Marketing and later served as the company's COO before becoming CEO in 2016.

A veteran of the online advertising industry, Karen has been helping companies reach prospective customers online since 2002. She's held senior leadership positions at online vertical marketing pioneer Quinstreet and international social media giant Tagged, and she most recently headed the B2B marketing division at Ziff Davis Media.

Karen started her career as an actuarial assistant at John Hancock Mutual Life Insurance Company, where she focused on developing and pricing features for the company's then-nascent long-term-care insurance products. That experience led her to be a tireless advocate for the product and for the benefits of planning for retirement and beyond. Joining after 20 years away from long-term care felt like coming full circle. She's fortunate that her parents are still relatively healthy and have retired to a 55+ community in Florida, where they'll be surrounded by lifelong friends and excellent medical resources as they age.

Karen earned her MBA from Stanford University's Graduate School of Business and a B.S. in mathematics and quantitative economics from Tufts University. She lives in San Francisco, where she enjoys all the city has to offer, including theater, museums, neighborhood cafes, and Sunday morning walks.

Steve Fram - Senior Vice President and CIO


Steve Fram, as's Senior Vice President and Chief Information Officer, brings to the company a wealth of experience with high-volume, content-rich website development. He's responsible for's Product, Technology and Content. In his previous position, Steve was Vice President of Engineering at BabyCenter, a Johnson & Johnson subsidiary. As the company expanded from early start- up to become the preeminent online resource for new and expectant parents, he led software development, network operations, and production teams. Under his technical leadership, the company also launched a retail e-commerce presence, subscription revenue services, and an offline magazine. Steve has worked on projects funded by the United Nations, the MacArthur Foundation, the Internet Society, and the Carnegie Corporation to expand global access to the Internet. He also led the team that provided networking infrastructure for the 1992 United Nations Earth Summit in Rio de Janeiro, which was attended by 89 heads of state. Steve holds a B.S. degree with high honors from the University of Michigan in mathematics and zoology.

Steve lives in Palo Alto, California, with his wife, a health educator, and their two school-age children, whose passion for baseball has made fans of the whole family. Steve's brother and their father encouraged him to co-found -- they'd been caring for Steve's mother for several years, and recognized the need for a site where both reliable care information and "how-to" guides about everyday life would be easily accessible.

Dan Caserza - Vice President of Finance and Administration


Dan Caserza, Vice President of Finance and Administration, oversees all of's accounting, finance, and human resources operations, helping to secure the company's long-term success. With a passion for supporting small businesses as they scale up and grow strategically, he's held key leadership roles in a number of start-up technology companies in the biotech, medical devices, software, and electronic instruments fields. A CPA, he began his career in public accounting with Deloitte and later worked at Hewlett-Packard for 11 years. He has more than 25 years of experience managing a wide variety of financial functions in both private and public companies, including two that went public during his tenure. Dan earned a B.S. in mathematics from Santa Clara University and an M.B.A. from the Santa Clara University Graduate School of Business. He's also a member of Financial Executives International.

Dan and his three siblings shared caregiving responsibilities for his dad, who lived independently until his passing in 2012. They all pitched in and took turns running errands, getting to doctor's appointments, and managing financial and legal matters.

Dan and his wife live in Sunnyvale and are acclimating to an "empty nest," but they continue to maintain close ties to their three grown children.

Andy Chow – Vice President of Lead Acquisition


Andy S. Chow, Vice President, Lead Acquisition, oversees the company’s lead generation strategy and operations, driving growth in the number of seniors which are connected to senior care providers. With extensive experience in lead generation and customer acquisition, Andy has driven user growth in both early stage and well-established companies across a variety of verticals, including retail, education, real estate and mortgage, professional services, automotive, social networking and subscription services. Prior to, Andy held key positions at Efficient Frontier and Red Envelope. Andy also founded a performance marketing agency, supporting top tier companies, such as eBay, Blue Shield of California, Intuit, SurveyMonkey, Bloomspot, Zimride, and

Andy is originally from the San Francisco Bay Area and currently lives in San Francisco. He enjoys the ability to remain close to home while working with cutting edge Silicon Valley companies. His late grandparents happily spent their final years in a senior community to which now refers seniors. Having experienced the positive impact of quality senior care with family members, Andy further appreciates the impact of’s mission.

Pamala McGlinchey - Vice President of Client Services


Pamala McGlinchey, Vice President of Client Services, is focused exclusively on partnering with’s senior living providers to optimize their experience with and the value they derive from their partnership with Pamala and her team are dedicated to ensuring our partner communities receive access to personal support along with the training, tools, and guidance needed in order to convert referrals to residents.

Based out of our San Mateo office, Pamala brings over 20 years of experience in client services, online marketing, and customer success to the leadership team. She has an extensive background in building and leading high-performing teams with a proven track record of creating positive partnerships through clarity of vision and expectations, transparency, professional optimism, and mutual respect.

A graduate of the University of California at Berkeley, Pamala and her two siblings were raised on a small farm along California’s Central Coast. She currently resides in the San Francisco Bay Area with her husband, three children, and two Golden Retrievers. She personally witnessed the challenges her parents faced when making care decisions for her grandparents. As a result, Pamala is committed to improving access to information and support that enables families to make the best possible decisions for their aging loved ones.

Tim Sullivan – VP of Product

Tim sullivan

Tim Sullivan is responsible for’s product definition and strategy, which encompasses the end user experience as well as internal tools and applications. He brings a decade of experience in content and product management to his role at Previous to, he held positions on content and technical teams at the Public Library of Science, an online scientific publisher.

He lives in Oakland, CA with his wife and two kids and is trying hard not to overcomplicate their development with his love of golf. Tim’s time at coincided with his father’s development of early onset Alzheimer’s at the age of 55. He supported his mother, a user of the website, from the other side of the country as she lived the experience that was founded to address.