New data shows families dramatically underestimate how quickly care is needed, leading to rushed decisions, higher costs, and fewer options

A Place for Mom, the leading platform guiding families through every stage of the aging journey, today released a new article. The Cost of Waiting to Talk About Senior Care was developed in collaboration with APlan2Age, a nonprofit organization working with families to normalize conversations about aging and proactively plan for the aging journey. The article features new data that reveals how delaying care planning can significantly increase financial risk, limit care options, and intensify emotional stress for families.

Drawing on proprietary data, caregiver surveys, and expert insights, the article highlights a growing disconnect between how families expect senior care decisions to unfold and the reality they face when care needs arise suddenly. While many families believe they will have months or years to plan, nearly seven in ten caregivers end up needing to secure care within 60 days, often during a crisis, with limited information and support.

“I was a caregiver to my grandparents, and I remember how quickly things can change once health starts to decline,” said Tatyana Zlotsky, CEO of A Place for Mom. “What families don’t realize is how fast ‘we have time to plan’ turns into a crisis. When conversations happen earlier, families aren’t scrambling. They’re making thoughtful decisions that protect dignity, choice, and peace of mind.”

Expectations vs. Reality in Senior Care Planning

The article underscores how unrealistic expectations about timing and cost can leave families unprepared:

• 77% of caregivers who haven’t started planning believe they’ll have months or more than a year before care is needed, yet 69% ultimately secure care within 60 days.
• Only 18% of families seeking senior living feel they understand care costs well, and nearly one-third report paying more than expected after a move.
• Median monthly costs exceed $5,000 for assisted living and rise to $6,690 for memory care, while full-time home care averages roughly $70,000 annually.

These information gaps and delays in senior care planning often result in rushed financial decisions, including the liquidation of assets, loss of planning opportunities, and delayed or missed access to benefits such as Medicaid, veterans programs, and long-term care insurance.

The Ripple Effects of Waiting

Beyond finances, the article highlights how crisis-driven planning can limit care choices and impact health outcomes. Families searching under pressure may face long waitlists, reduced availability, or higher-acuity care settings than they would have chosen with earlier planning. Workforce shortages across home care and senior living further constrain options for families who wait until needs become urgent.

At the same time, the burden of caregiving continues to fall heavily on families. Caregivers spend an average of 23 hours per week providing care, and 69% say the role strains their finances, often through reduced work hours, lost income, and delayed retirement savings.

“Family caregiving is an act of love, but it’s also a long-term commitment that carries real costs,” said Richard Wexler, J.D., CEO of nonprofit APlan2Age. “Starting conversations earlier helps families protect both their loved one’s well-being and their own financial stability.”

A Case for Earlier Conversations

More than half of caregivers say they wish they had started planning sooner. This article outlines how proactive discussions – focused on goals, preferences, finances, and roles – can preserve options, reduce stress, and lead to better outcomes over time. Even small, incremental conversations can help families avoid crisis-driven decisions and align care plans with what matters most to aging loved ones.

“Our goal is to normalize these conversations before families are forced into them,” Zlotsky added. “Planning ahead doesn’t eliminate uncertainty, but it gives families clarity and control when it matters most.”

To read The Cost of Waiting to Talk About Senior Care, click here.

About A Place for Mom

A Place for Mom is the leading platform that guides families through every stage of the aging journey. We simplify the search for senior care by offering free, personalized support — and when families are ready, we refer them to partners from our network of over 15,000 senior living communities and home care agencies. Our mission is to guide caregivers and their loved ones to a confident place, so families can focus on what matters most: their love for each other. A Place for Mom: Where love finds its place. For more information, please visit aplaceformom.com.

About APlan2Age

APlan2Age is a nonprofit organization focused on helping individuals and families prepare for aging with intention, clarity, and confidence. Through free tools, practical guides, and expert-informed resources, APlan2Age encourages proactive planning and early conversations about care, finances, and personal priorities — so families are better prepared long before decisions become urgent. Learn more at aplan2age.org.

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