The inaugural NIC Growth Conference was more than a convening of 300+ senior housing and care industry stakeholders, it was a rallying cry for action. With operators, capital providers, technologists, and strategists all under one roof, the event offered a deep dive into the real-world challenges and opportunities facing senior housing growth. If there was one unifying theme throughout the sessions, it was this: We are at a pivotal moment in the senior housing industry, and the time to act is now.
A Historic Demand Cycle is Here
A staggering 28% growth in the 80+ population over the next five years signals what NIC called a “historic demand cycle.” As Arick Morton, chief executive officer (CEO) at NIC MAP, succinctly put it, “Senior housing demand growth is durable and long lasting.” The tone throughout the conference was clear—operators and investors who prepare now will be best positioned to capitalize.
Yet, growth for growth’s sake won’t cut it. It must be strategic, as emphasized by Dennis Murphy, chief investment officer (CIO) at Priority Life Care. The call to “take off our blinders of survival” and start planning ahead” (Andy McDonald, chief finance officer (CFO) at HumanGood) was echoed throughout the conference, reinforcing that the next two years are critical for repositioning portfolios, investing in people and operational infrastructure, and building capacity.
Data as the Foundation for Smart Growth
The conference leaned heavily into the role of data as the engine of operational excellence and strategic expansion.
“I love how data allows me to be in the weeds without being in the weeds,” said Stephanie Harris, CEO of Arrow Senior Living. Whether improving NOI, labor statistics, employee satisfaction, or informing site selection, operators were encouraged to leverage analytics to navigate market dynamics and make decisions grounded in reality, not assumptions.
As Sevy Petras, CEO and co-founder at Priority Life Care, put it: “Trust but verify. That’s where our data comes in handy.”
Organizational Structure: Culture, Clarity, and the Right People
Growth was discussed not just as an external ambition, but as an internal discipline. Learning from your mistakes and learning how to better serve the essential drivers of success (your people), are critical. Several sessions focused on building scalable organizations that don’t lose sight of their mission as they expand. Quintin King, president and principal at Brightwater, reminded attendees that, “Culture is in our DNA… we need to keep creating DNA in our organization as our foundation.”
The need to build the next bench of leadership was stressed. Panelists emphasized the key to success as you grow is to have the next level of talent in place who are all aligned. Chris Guay, founder and CEO of Vitality Living, underscored the importance of operational transparency: “Plans are no good if they’re just in your head. Everyone needs to understand the plan to drive to the same goal.”
Capital Partnerships: Alignment is Everything
One of the most powerful discussions centered on how operators and capital providers can build aligned, long-term partnerships. Susan Barlow, co-founder and managing partner at Blue Moon Capital Partners, and NIC Board chair, made it clear: “We look at people first.” It’s not just about margins and occupancy, but whether operators have a strategic vision and a trustworthy team.
Capital partners emphasized the importance of data integrity, operational transparency, as well as shared decision-making. As Matthew Ruark, senior vice president of KeyBank, said, “Be visible in ways you haven’t been. Strong operators can be creative partners in building a capital stack.”
Revenue Strategy: Beyond 100% Occupancy
In a candid and practical series of marketing and sales sessions, the message was loud and clear: stop losing money at the front door.
With 92% of inquiry calls going unanswered, there is an immense opportunity to improve by evaluating current operating procedures. Traci Bild, chief visionary officer at Bild and Co and BILDX, emphasized the importance of “working on the business, not just in the business.” She noted how websites lacking pricing transparency or lead engagement features lead to many operators missing out on warm leads.
Atria Senior Living
Several panelists recommended calling your properties as a potential lead to identify whether calls are going unanswered. “Utilize a checklist to check your website from the customer/user experience,” suggested Sanela Graziose, CMO at Atria Senior Living. Understanding the customer’s experience at your property is paramount in understanding acquisition and retention.
Pricing integrity is also key—but it must be grounded in operational capability. “Rate integrity is a function of operations, not of sales,” reminded Jennifer Saxman, CEO at Bild & Co and BILDX. If the product doesn’t match the pricing, no sales strategy will fix the gap.
Automation, AI, and Smarter Staffing
From dashboards to data lakes, operators discussed how technology and automation can reduce inefficiencies and free up talent. The power of automation lies in turning complex data sets into actionable insights. “We’ve got to do more with less,” was a repeated refrain. Operators shared how starting small—automating reporting or care coordination—can create quick wins without overwhelming internal teams.
Staffing, unsurprisingly, was another hot topic. As one leader noted, “We’re constantly going to be asked to do more with less. In a competitive market, how will you win at attracting and retaining staff?” The answer? Smarter tools, better onboarding, and clear benchmarks.
A City That Welcomed Us In
Indianapolis offered the perfect setting: a walkable city with fantastic restaurants, welcoming spaces, and a warm Midwestern energy. With attendees from all across the country, the city became a vibrant hub of connection, learning, and hope.
Closing Thoughts: We Are All In on Growth at All Levels
AgeWell Living
From keynote to closing remarks, the energy was electric. Everyone—from first-time attendees to industry veterans—seemed to share the same sentiment: This is our moment.
The conference didn’t shy away from the tough topics—transitioning management contracts, risk management, and litigation pitfalls were all on the table. Whether discussing elopement risks or resident fall expectations, speakers stressed transparency, communication, and realistic expectations as key to protecting trust.
Above all, this is a people business. NIC co-founder and strategic advisor, Bob Kramer, reminded attendees: “It’s the people in the buildings that deliver what we do every day.”
Or as David Mills, president and chief operating office of AgeWell said, “Don’t be afraid. Do what others won’t do. If you’re going to grow, you need to plan your fear—but do it.”
What We Learned and Where We Go from Here
The NIC Growth Conference wasn’t about pie-in-the-sky ideas. It was about tactical, strategic, people-powered growth—and the data to back it up. Attendees walked away with inspiration, and practical tools, to help on their growth journey.
When maximizing growth opportunities, it’s important to invest in yourself and your business. Attendees dove deep into strategies they could apply directly and gained opportunities to connect with like-minded leaders with the same goals. As Meredith Benedict, principal at Clifton Larson Allen, noted, “if you’re not at the table…you’re probably on the menu.”
For anyone serious about scaling their senior living business in the next 24 months, this was the place to be.
And we’re thrilled to share that we’ll be returning to Indianapolis in May 2026!
Thank you to all members of the NIC Growth Conference Program Committee for curating such an informative and impactful event!