About Golden
Ask us who pays us. It's the only question that matters, and almost nobody in this industry wants you to ask it.
You do. That's it.
Golden makes money one way: people pay $0 a month for Plus. No facility pays us to send you their way. No provider pays for placement. No agency pays for a lead. We don't take a cut of the products we recommend.
If that ever changes — if we start taking a cut of something we recommend — you'll see it marked on the item, in plain English, before you click anything. That's a promise meant to outlive any particular business decision.
Why that matters.
Most "free" senior care services are free because facilities pay them a commission when your parent moves in. That's not a scandal — it's the business model, and it's most of the industry. It means the advice is shaped by who's paying rather than by what's right for your mom. It means the fast, helpful advisor who found three places in a day found three places that pay.
It also means those services structurally cannot tell you a place is wrong for your family. There's no line item for that.
The test.
Don't take our word for it. Ask any senior care service how they get paid, and whether they receive a commission if your parent moves in. The answer tells you whose side they're on.
Ask us the same question. The answer is you.
Where we came from.
We went through this with our own families and found an industry that was, at best, indifferent — and at worst, a sales funnel with a soft-focus stock photo on the front. There had to be a better way to do it. There wasn't one, so we're building it.
What we won't do.
Sell your data. Rank a provider because they pay. Tell you a place is great when the inspection reports say otherwise. Pretend to be a doctor. Pretend the system isn't broken.
None of that is something to be proud of. It's the minimum.
Golden is not a clinical or diagnostic resource. For medical concerns, turn to your medical team, urgent care, or an emergency department. In an emergency, call 911.