AskSara.care exists because most care directories work for facilities, not families. We built one that works for families.
Every year, millions of families face one of the hardest decisions they will ever make: finding the right care for a parent, spouse, or loved one who can no longer live safely on their own. The process is confusing, emotionally exhausting, and full of people who have a financial interest in where that person ends up.
Most online directories for memory care and assisted living are funded by placement fees. A facility pays to appear at the top of search results. A referral agent earns a commission when a family signs a contract. The incentives run in one direction, and it is not toward the family.
We think that is wrong. And we built something different.
Neutrality is not a feature we offer. It is the entire point.
AskSara.care is a free, nonprofit directory for researching memory care and assisted living. Families can search for communities near them, read educational guides written for real people rather than industry professionals, and get help thinking through their options from Sara, a digital guide who works for families, not facilities.
We do not charge placement fees. We do not sell leads. We do not rank facilities based on who pays us. Every family who uses AskSara.care gets the same information, presented the same way, regardless of what any facility has paid.
That is what it means to be a nonprofit in this space.
Accept placement fees or referral commissions. We will never take money from a facility in exchange for recommending it or directing families to it.
Sell your information. We do not collect personal data for sale or share family information with facilities without explicit consent.
Use pressure tactics. No scarcity language, no urgency framing, no "spaces fill up fast." Families make better decisions when they are not being pressured.
Rank facilities based on payment. Directory placement reflects publicly available data, not marketing budgets.
Pretend to be something we are not. Sara is a digital guide, not a human advisor. We are a nonprofit directory, not a placement service. We say so clearly.
The Ask Sara Foundation is a 501(c)(3) nonprofit organization dedicated to making senior care navigation more transparent, accessible, and family-centered. AskSara.care is our primary public resource.
We are funded through charitable contributions, not through the senior care industry. That independence is what makes this resource possible and what keeps it trustworthy.
501(c)(3) nonprofit organization · Application in progress · EIN available upon request · Contributions may be tax-deductible
Sara is a digital guide built to help families think through care decisions at their own pace. She is not a human advisor, a placement agent, or a customer service representative. She is a tool designed with one purpose: to reduce confusion and help families take one clear next step at a time. She works for families, not facilities. She will not steer you anywhere. She is optional. The directory works without her.
The name Sara is a nod to the cerebellum, the part of the brain responsible for coordination and balance, and one of the regions affected by dementia. It felt right for a tool designed to help families find their footing in a difficult time.