Our Mission

Upside was founded on a simple premise: to elevate the quality of life for older adults and help create an all-inclusive apartment experience – because joining Upside isn’t just a place to live, it’s an elevated lifestyle. We truly believe that you should be able to live independently while still getting the care that you need and deserve.

Not Your Traditional Senior Living

Upside is unlike any other senior living – it’s truly a unique experience. We help you find a luxury apartment that fits your lifestyle in an area that you love. We’ll provide you with a resort-like setting that includes concierge services and access to incredible amenities and services. Our solution is completely customizable, add services that are helpful for you and you won’t pay for the ones that you don’t use.

What makes us different from traditional senior living?

Upside is not traditional senior living, and that’s what makes it so unique. Simply put, Upside is a traditional luxury-style apartment living option with an extra layer of assistance, whenever and however you need it. You won’t find our services on one single campus. We don’t offer age-restricted housing options. There is no rigid schedule of activities like bingo or crafts. Instead, we help connect you with events and groups you are genuinely interested in within your apartment or local community. It is our mission to provide you with the home, services, activities, and meals that you want – without limitations.

Upside is not…

  • A ‘Senior Living’ Facility. We want our members to live as independently as possible for as long as possible. That’s why we offer a traditional, luxury apartment experience. Learn more about Upside and the care options and assistance that we provide to our members without the stigma of a senior living facility.
  • A Single Building. Upside works with over 2,500 communities across the country. You choose which apartment community you want to live in with Upside! If for some reason you don’t love the place you choose or you need to move, that’s not a problem. We’ll help you move to the place that’s right for you and assist you every step of the way.
  • A Set Routine. Your dedicated Upside Manager will get to know your interests on a personal level. They’ll help coordinate a social calendar with activities and events in your local area that you are interested in. It’s not bingo at 5 PM everyday.
  • A Dining Hall. Enjoy gourmet, fresh meal delivery options that are pre-prepared and sent right to your door. Are you gluten free? Need a low-sodium diet? We’ll have the options for you. All of our apartment units will also include full kitchens so you will still be able to enjoy cooking the meals that you love, whenever you want them.

You might still be wondering, what’s the difference between a traditional senior living facility and Upside?

Upside Independent Living is about customizing amenities and services that cater to your lifestyle, rather than the traditional senior living options that leave you stuck in a repetitive routine. When you live in a luxury Upside apartment, you have the freedom to choose the services that best suit you. We don’t want you to pay for the things that you don’t want or need. You’ll never be stuck paying for anything that you don’t use, and you’ll always have the option to add or remove the services that you want.

Learn How It Works

Intergenerational Communities

At a traditional retirement facility it can be difficult to watch everyone around you age rapidly and experience both physical and cognitive decline. You may find you feel yourself aging faster when you’re surrounded by other people who are aging too. That’s why Upside members live in mixed age apartments. Intergenerational relationships are a critical ingredient in well-being, particularly as we age. Today, an accumulating body of research on purpose, generativity, relationships, and face-to-face contact suggests that engagement with others that flows down the generational chain may well make you healthier, happier, and live longer.


Upside is a solution for aging adults looking for flexibility; a lifestyle with no restrictions. While our homes are for 55+ residents, you’re welcome to have overnight guests of any age, which can be a restriction of Senior Living Facilities. Sleepovers at Grandma’s never have to stop! Additionally, our services, like grocery delivery and cleaning services, give you time to do the things you love and adapt to your schedule. Planning a month-long trip? No worries! We will pause all services until you return. Want a change of scenery? Coordinate a move with your Upside Manager to one of our other premium apartments.

Privacy and Autonomy

Depending on what type of retirement community you select, you may be giving up a great deal of your privacy. While many seniors enjoy the socialization that takes place in independent living facilities, there are also times when they just want to be alone and it can be hard to maintain privacy when you’re always surrounded by people. Likewise, other traditional senior living amenities like social programming, pre-decided dining times and menus, and quiet hours, among others, don’t allow for you to create a schedule that works best for you.

Only Pay for the Services You Use

At a traditional retirement facility you might have to start paying for services long before you actually need them. There’s no way to know if you will ever actually need these services, yet you may not be able to opt-out of them. At Upside, you only pay for the services you use. You can even use a specific service for one month and cancel the next.

Limited Rules and Restrictions

Some retirement facilities have rules you might find restrictive, yet are a mandatory part of living in the community. Curfews, decoration restrictions, and other rules might make you feel as though you have less freedom than you would prefer in your golden years. At Upside you only have to follow the rules of the apartment you choose. No curfews, no visitor restrictions, no age limits.

Our Founders


Jake Rothstein

Founder & CEO

Jake is the Founder and CEO of Upside, whose mission is to enhance the quality of life of older adults everywhere. Upside is the first and only fully managed living option for older adults, providing a flexible and exciting alternative to traditional senior living.

Jake previously co-founded Papa – a company which pairs older adults and families with “Papa Pals” for companionship and assistance with everyday tasks – based on experience with his own grandfather (who he called papa).

Upside’s mission is deeply personal for Jake. After moving his own ‘papa’ to senior living, he realized that there was an opportunity to create a better experience – this time for his grandmother, Margarita.

Connect with Jake


Peter Badgley

Founder & COO

Peter is the Founder and COO of Upside, whose mission is to enhance the quality of life of older adults everywhere. Upside is the first and only fully managed living option for older adults, providing a flexible and exciting alternative to traditional senior living.

“Our goal is to help people age in the right place, and that journey begins with offering residents the safest, most secure environments possible so they can be free to live their best lives. Home is an “upstream” factor of overall health — the core of everything we do at Upside. If you can’t get that right, then the other things you do to positively impact your wellness and longevity don’t have as strong of an effect.”

Peter is passionate about Upside’s mission, having dealt with so many of these challenges with his own grandparents.

Connect with Peter


6365 NW 6TH Way, Suite 200

Fort Lauderdale, FL 33309