At this year’s Senior Living Executive Conference in Tampa, Argentum President and CEO James Balda delivered a powerful 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?
Across the country, senior living operators are rising to the occasion, developing strategies, systems, and partnerships that reflect the bold transformation Balda described. Their efforts demonstrate a shared commitment to not only adapt, but to lead.
Embracing a Whole-Person, Value-Based Approach
The shift from a social model to a care-driven value proposition is already well underway. What sets today’s leading communities apart is their willingness to invest in proactive, preventive, and holistic services that align with the expectations of tomorrow’s residents.
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.
This isn’t just about compliance—it’s about enhancing the quality of life for older adults and reinforcing senior living as an integral part of the broader healthcare continuum.
Reclaiming the Narrative
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 have joined Argentum’s “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 have launched community storytelling nights, caregiver appreciation events, and media open houses to increase transparency and trust. These are not just morale boosters—they’re strategic communications tools that humanize senior living and demonstrate its essential role in aging well.
Investing in the Workforce of the Future
The senior living workforce is more diverse, more globally representative, and—importantly—more in need of targeted development than ever before. 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—and these investments are yielding results in employee retention and resident satisfaction.
As the talent pipeline tightens, operators are also cultivating relationships with Job Corps, American Job Centers, and local schools to introduce young professionals to meaningful careers in senior living—often through paid apprenticeships and internships supported by Argentum’s Department of Labor-funded programs.
Technology as a Strategic Imperative
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.
Forward-thinking organizations are going further: deploying AI to personalize resident care plans, using data dashboards to identify at-risk employees and reduce turnover, and experimenting with virtual reality to train staff and reduce social isolation among residents.
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.
Advocacy: From Reactive to Proactive
Advocacy efforts are no longer just about playing defense. 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.
More providers are equipping their teams—especially executive directors and regional leaders—with the tools to build relationships with lawmakers and regulators. 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.
A Call to Lead
James Balda’s address made one thing abundantly clear: Leadership at every level will define the next chapter of senior living. The challenges we face—demographic shifts, affordability concerns, regulatory uncertainty—are real. But so too is our collective capacity to innovate, advocate, and lead.
Whether through smarter technology, more inclusive workforce strategies, or a renewed focus on person-centered care, the senior living industry is already laying the groundwork for the future.
And that future looks strong, united, and ready. To explore the full insights shared during the State of the Industry session, we invite you to download the presentation slides here.
A Hub of Ideas, Innovation, and Connection
In addition to the powerful State of the Industry session, the 2025 Senior Living Executive Conference delivered a robust lineup of more than 40 educational sessions tailored to the most pressing needs of today’s senior living professionals. Tracks spanned critical areas such as operations and finance, workforce development, clinical excellence, sales and marketing, and leadership strategy—offering attendees actionable insights from top executives, industry
experts, and forward-thinking peers.
The Expo floor buzzed with energy as hundreds of industry partners showcased cutting-edge products, technology solutions, and services designed to elevate senior living operations and care. From AI-powered analytics platforms and resident engagement tools to workforce management software and innovative design solutions, the Expo served as a one-stop destination for discovering what’s next in senior living.
Networking lounges, innovation theaters, and sponsored activations throughout the Expo provided dynamic opportunities for attendees to engage with thought leaders, test solutions, and build connections that extend far beyond the conference walls.
And mark your calendars—2026 Senior Living Executive Conference will take place May 18–20 in vibrant Nashville, Tennessee. Join us as we continue the conversation, connect with leaders, and shape what’s next for senior living.
