Caring’s Divestiture from Bankrate/Red Ventures Supports Competition Among Third-Party Paid Referral Services for Senior Living Facilities

SAN MATEO, CA; May 8, 2018 — Today, a leading senior care referral service, announced it has been acquired by Caring Holdings, LLC, a group of investors with significant experience and expertise in digital customer acquisition.

“This is good news for the future of our business and is a net positive for our industry,” said Caring’s CEO Karen Cassel. “The transaction enhances Caring’s competitive position in the marketplace, ensuring that families have more choices in getting help finding senior living communities, while senior living communities likewise benefit from maintaining competition among referral services.”

The Caring Holdings team has over 15 years of online digital marketing expertise and a history of successfully entering and growing online businesses.

“Caring Holdings experience and financial investment will enable us to expand our business and increase our ability to serve family caregivers and older adults’ senior care needs,” said Cassel. “We appreciate and value our senior housing partners who recognized our critical role in the industry, and advocated for our divestiture.”

Among the investment partners that considered, Caring Holdings stood out as the strongest, best positioned, given their understanding and commitment to the social mission of senior care, recognition of’s long-term value, and track record of success in supporting companies for growth.

“After meeting the team and thorough analysis of the industry, we’re excited to accelerate’s ability to serve the needs of seniors and their families, as well as Caring’s referral partners,” said Jim Rosenthal, senior partner at Caring Holdings, LLC. “With our long term investment horizon, we are confident we can build on Caring’s competitive position.

As a privately-held company, the terms of the deal were undisclosed. For more information about this business, please visit (for consumers) or (for industry).