At last week’s Senior Living Executive Conference in Tampa, Argentum President and CEO James Balda delivered a State of the Industry address, painting a vivid picture of both the challenges and opportunities shaping the future of senior living. From evolving care models and technology adoption to advocacy wins and workforce development, his message was clear: The industry stands at a turning point—and now is the time to lead with intention.
But how do we translate this vision into action?
The shift from a social model to a care-driven value proposition is already well underway. Operators are exploring participation in CMS’s GUIDE Model and preparing for full-scale value-based care enrollment by 2030. In doing so, they’re building stronger care coordination teams, leveraging technology for real-time health monitoring, and forming partnerships with primary care and behavioral health providers to ensure continuity of care.
Balda’s remarks about reclaiming the narrative around assisted living struck a chord. With mounting federal scrutiny and high-profile media investigations, the industry’s image has come under fire. In response, many providers joined the Argentum “I ❤️ Assisted Living” campaign by gathering stories from residents, team members, and families to showcase the life-affirming experiences happening in communities every day. Others launched community storytelling nights, caregiver appreciation events, and media open houses to increase transparency and trust.
Balda shared that 50% of the workforce now identifies as nonwhite, and 22% are foreign-born, with strong representation from African and Caribbean countries. Leading companies are embracing this shift by offering cultural competency training, tuition assistance, English as a second language programs, and clear career paths to management. Programs like Argentum’s LEAD, EDLI, and CDAL are helping emerging leaders build the skills needed to run high-performing communities. As the talent pipeline tightens, operators are also cultivating relationships with Job Corps, American Job Centers, and local schools—often through paid apprenticeships and internships supported by Argentum’s Department of Labor-funded programs.
Balda emphasized that nearly 60% of operators are already collecting resident wellness data and that 70% are using artificial intelligence in some capacity—mostly in predictive analytics, operational efficiency, and engagement tools. As new technologies emerge, operators are recognizing the importance of a unified tech strategy—one that integrates seamlessly into their mission and enhances human connection, not replaces it.
The recent success of the Senator Elizabeth Dole 21st Century Veterans Healthcare and Benefits Improvement Act and ongoing efforts around the Caring for Seniors Act and Credit for Caring Act show what’s possible when the industry speaks with a unified voice. By participating in advocacy days, writing op-eds, and inviting legislators into their communities, they are helping shape policies that ensure access, affordability, and quality of care.
