Announcing SilverAssist, A Combination of Three Leading Eldercare Organizations Spanning Advisory, Placement and Financial Services

New York, NY June 1, 2022 – In an effort to unify the often-disjointed sectors of senior care, Growth Catalyst Partners (“GCP”), a middle-market private equity firm, has joined forces with seasoned digital media and technology executive, Greg Mason, to formulate SilverAssist from the combination of several successful elder market brands and services including Elderlife Financial Services, Care Changes and FamilyAssets.  Through these foundational acquisitions, SilverAssist launches with 150+ corporate community relationships, spanning 7,000+ communities, and communicates directly with thousands of families every month to provide personalized solutions and make valuable connections on behalf of our community partners. 

SilverAssist is appealing to the eldercare market by developing a comprehensive senior assistance platform that encompasses market-leading information, lead generation and financial services for seniors and their families as they navigate the complexities of senior care. This unification unfolds opportunities for SilverAssist to truly aid caregivers and seniors through the later innings of life with a more holistic, personalized advisory-based approach, while facilitating connections with the optimal care providers and services tailored to their needs.

Mason was tapped to lead the formation, development and growth of SilverAssist based on extensive experience as a digital brand builder and operator. Greg held senior leadership roles at CNET, CBSInteractive, WebMD, and Purch, the latter a leading content+commerce publisher he developed and led as CEO until its sale to FuturePLC. The common thread in his career has been the development of service-based brands that combine high-value content, data, and services to help consumers solve problems and create fluid connections to products and service providers. 

“At this stage of my career, it’s very gratifying to be in the position to help the elderly and their families answer all the difficult questions that come with the later innings of life. I’m also very fortunate to bring together a stellar team of elder care industry and digital technology experts to build and unify a portfolio of brands and services,” said Greg Mason. “We’re all continually surprised how fragmented, disjointed, and low-tech the experience is for consumers to find high-quality information and services and believe there is significant room for innovation and a vastly improved consumer experience.”    

There is a dire need in the US for more senior resources, services and facilities. Senior Housing News reports there are over 6,000 online searches relating to senior care made every hour in the US and this number is expected to continue to grow. According to the United States Census Bureau, in 2012 the US had 43.1 million adults aged 65 and older, and by 2050, this number is expected to almost double to 83.7 million adults. SilverAssist addresses a massive market opportunity, created by the aging baby boom generation and increased life expectancy, sitting at the critical intersection of several secular trends in senior care, information technology and healthcare.

“Our team has done extensive research into the growing eldercare market and pinpointed a significant market gap that SilverAssist will address,” said James Nally, Managing Director of Growth Catalyst Partners. “We are thrilled to partner with a seasoned leadership team who has already shown immense passion and dedication to our vision and roadmap which is filled with acquisitions and organic growth plans.”

As SilverAssist evaluates future investments to fold into its diverse platform development, the company is focused on expanding information, brand experience and the technology infrastructure to scale and support anticipated growth. The current acquisitions add key leadership to the SilverAssist team including Joe Goelzhauser, President of Elderlife, Ritika Kapoor, Chief Operating Officer of Elderlife and Danny Leonhardt, President of Care Changes.


SilverAssist is a comprehensive senior assistance platform, connecting seniors and their families with trustworthy information, expert guidance, and quality services to simplify senior life. Composed of three major portfolios, SilverAssist offers insights and complementary advisory services into home care, senior communities and financing options to empower families to provide the best care for their loved ones.

More information about SilverAssist and its services, Elderlife Financial, Care Changes and FamilyAssets, can be found at


Growth Catalyst Partners is a middle-market private equity firm investing in information, marketing, and tech-enabled services businesses. GCP’s strategy involves targeting growth segments of industries and identifying and building market-leading companies with breakout potential. GCP partners with company founders and owners along with top executives within those industries and provides capital, proprietary deal origination and operating expertise to the management teams. GCP’s team has deep sector expertise and has led hundreds of transactions and successful investments in technology-enabled services businesses for over 20 years. Since the firm’s founding in 2015 GCP has completed over 65 acquisitions across its twelve industry-leading platform companies. For more information, visit:


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