Our Mission

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

Not Your Traditional Senior Living

Upside offers a one-of-a-kind senior living experience that is tailored to your needs. Our solution is entirely customizable, allowing you to choose where you live, select the services that are most beneficial to you, while avoiding fees for those you don’t need. By providing resources to help you maintain your independence, Upside empowers you to choose your preferred lifestyle and living arrangements as you age.

What makes us different from traditional senior living?

Upside is not traditional senior living or home care, and that’s what makes it so unique. Simply put, Upside is 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 services, activities, and support that you need – 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 can help you find an age friendly apartment or layer on services to your existing home.
  • A Single Building. Upside works with over 6,000 pre-screened apartment communities across the country. Whether you’re seeking to downsize, simplify your finances, or expand your social circle, we offer various options to meet your needs.
  • 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, unless you want it to be.
  • A Dining Hall. We don’t have a shared dining hall or fixed meal schedules. Need an extra hand with meals or don’t feel like cooking? 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. If you choose one of our partner apartment units you will have access to a full kitchen 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 choose membership with Upside, you have the freedom to choose additional 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


Upside is a solution for aging adults looking for flexibility; a lifestyle with no restrictions. Since , 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.

Intergenerational Communities

Upside Members understand the challenges of living solely with fellow seniors, as witnessing their peers’ physical and cognitive decline can accelerate their own aging process. Members recognize the value of intergenerational connections for their well-being, particularly as they age and enjoy living and interacting with people of all ages.

Privacy and Autonomy

Upside offers aging adults a flexible lifestyle free of restrictions. Unlike Senior Living Facilities, our members are allowed to have overnight guests of any age, allowing for uninterrupted sleepovers with grandchildren. Our convenient services like as grocery delivery, cleaning services are designed to adapt to our members’ schedules and provide them with ample time to pursue their passions. Whether you’re planning an extended vacation or simply need a change of scenery, our Upside Managers can assist you in relocating to one of our other premium apartments, and all services can be paused until your return.

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

Upside Corporate Headquarters

6365 NW 6TH Way, Suite 200

Fort Lauderdale, FL 33309