A Place for Mom has hired Chris Milone as its chief marketing officer, a spokesperson said. The senior care services company is pivoting its marketing to target younger caregivers as demographics shift in the caregiving sector.

Milone previously held chief marketing officer roles at the fintech company Best Egg and at Laurel Road, KeyBank's digital banking brand. Under his leadership, A Place for Mom will shift more advertising spending to connected TV and Meta platforms, he said.

The company is investing more in making its content and more than 20 years of caregiving data visible on newer AI chatbot platforms, he said. A Place for Mom also plans to feature creators and families sharing real caregiving situations on YouTube and other social-media platforms to position itself as an industry voice, he said. "The senior care industry doesn't really have a spokesman for it," he said.

The marketing changes come as the caregiving population shifts younger. More than 63 million Americans are acting as caregivers for loved ones, a 45% increase since 2015, according to a 2025 report from AARP and the National Alliance for Caregiving. The report found that 26% of caregivers are between ages 35 and 49, up from 23% in 2015, while the median age of a caregiver is 49.6.

A Place for Mom helps families find senior living and other caregiving services for free. The company makes money by taking a commission when families are placed into caregiving services.

The company has historically relied heavily on Google ads to reach families actively searching for care, often in an emergency, he said. A Place for Mom has also historically allocated a share of its advertising budget to traditional television ads, he said.

He described the caregiving business as highly seasonal, noting that adult children often return home for the holidays and are then faced with their parents' health declines and accompanying economic and emotional challenges. He said encouraging caregivers to address parental mortality before a crisis presents a marketing challenge. "It's not just a conveyor belt to the end that we're all on; it's much more about having the right quality of life, later in life, and being thoughtful about that," he said.