Helping families navigate the complex world of senior living requires empathy, expertise, and a deep passion for service. In this episode of Stir, Aginto’s Chris Williams sits down with André Santamaria—certified dementia practitioner and founder of Senior Living Selections—to explore how he built a thriving, family-centered advisory practice by betting on himself.
From Care Advisor to Independent Advocate
André began his journey eight years ago working within individual senior communities. Guiding adult children—often from out of state—he coordinated moves into assisted living, memory care, or independent living. Yet he saw a gap: families needed a single point of contact who would champion their loved ones’ needs across options. “I work for the family,” André explains. “Not one community—I help them find the right fit, wherever that may be.”
Last year, he launched Senior Living Selections to fulfill that mission. As an independent senior care advisor, he provides free consultations, tours, and move coordination. By removing conflicts of interest, André ensures recommendations prioritize each family’s unique situation—from clinical needs to social preferences.
A Personal Call to Serve Older Adults
Handing his own son over to hundreds of “adopted grandparents” sparked André’s dedication. Having lost all four grandparents before age three, he found joy watching his child bond with seniors through his work. “When you go home, you feel good about what you did,” he says, noting the rare emotional reward of this field.
Building the Business: Lessons Learned
Launching a company single-handedly wasn’t without its hurdles. André dived in headfirst—setting up legal entities, directories, and a basic website—only to realize the mountain of back-office tasks that accompany ownership. “I had to learn to delegate,” he admits, bringing on an RN to provide clinical insights and wellness checks at no extra cost to families. That nurse’s ability to spot care errors and validate community quality has become a powerful differentiator.
Standout Service in a Crowded Market
What sets Senior Living Selections apart? André’s depth of experience and compassion-driven approach. With years inside communities, he knows their strengths and limitations, enabling honest guidance. “Families don’t want a salesperson,” he notes—they want a trusted advisor who “provides a process that minimizes risk and maximizes comfort.”
Celebrating Year One Success
A year into independence, André’s reputation and relationships fueled a smooth transition. Word-of-mouth referrals, bolstered by his clinical partner’s credibility, helped the practice grow quickly. The most rewarding part? “People want to work with me. They call and say, ‘When you’re ready to hire, I want in.’” That validation underscores the power of confidence and community trust in entrepreneurship.
Advice for Aspiring Entrepreneurs
Would André do anything differently? He urges fellow founders to “start lean, then delegate.” Recognize that “you don’t know what you don’t know” about running a business, and be ready to bring in experts—whether for web development, marketing, or clinical assessments. Above all, pursue a field you truly believe in. “When you love what you do, it never feels like work,” he says. “Confidence in your mission draws clients and referrals naturally.”
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Helping families navigate the complex world of senior living requires empathy, expertise, and a deep passion for service. In this episode of Stir, Aginto’s Chris Williams sits down with André Santamaria—certified dementia practitioner and founder of Senior Living Selections—to explore how he built a thriving, family-centered advisory practice by betting on himself.
From Care Advisor to Independent Advocate
André began his journey eight years ago working within individual senior communities. Guiding adult children—often from out of state—he coordinated moves into assisted living, memory care, or independent living. Yet he saw a gap: families needed a single point of contact who would champion their loved ones’ needs across options. “I work for the family,” André explains. “Not one community—I help them find the right fit, wherever that may be.”
Last year, he launched Senior Living Selections to fulfill that mission. As an independent senior care advisor, he provides free consultations, tours, and move coordination. By removing conflicts of interest, André ensures recommendations prioritize each family’s unique situation—from clinical needs to social preferences.
A Personal Call to Serve Older Adults
Handing his own son over to hundreds of “adopted grandparents” sparked André’s dedication. Having lost all four grandparents before age three, he found joy watching his child bond with seniors through his work. “When you go home, you feel good about what you did,” he says, noting the rare emotional reward of this field.
Building the Business: Lessons Learned
Launching a company single-handedly wasn’t without its hurdles. André dived in headfirst—setting up legal entities, directories, and a basic website—only to realize the mountain of back-office tasks that accompany ownership. “I had to learn to delegate,” he admits, bringing on an RN to provide clinical insights and wellness checks at no extra cost to families. That nurse’s ability to spot care errors and validate community quality has become a powerful differentiator.
Standout Service in a Crowded Market
What sets Senior Living Selections apart? André’s depth of experience and compassion-driven approach. With years inside communities, he knows their strengths and limitations, enabling honest guidance. “Families don’t want a salesperson,” he notes—they want a trusted advisor who “provides a process that minimizes risk and maximizes comfort.”
Celebrating Year One Success
A year into independence, André’s reputation and relationships fueled a smooth transition. Word-of-mouth referrals, bolstered by his clinical partner’s credibility, helped the practice grow quickly. The most rewarding part? “People want to work with me. They call and say, ‘When you’re ready to hire, I want in.’” That validation underscores the power of confidence and community trust in entrepreneurship.
Advice for Aspiring Entrepreneurs
Would André do anything differently? He urges fellow founders to “start lean, then delegate.” Recognize that “you don’t know what you don’t know” about running a business, and be ready to bring in experts—whether for web development, marketing, or clinical assessments. Above all, pursue a field you truly believe in. “When you love what you do, it never feels like work,” he says. “Confidence in your mission draws clients and referrals naturally.”
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