September 19, 2022
The company transitions from a shared senior housing solution into an aging platform that gives older adults access to higher levels of care and support — and announces the launch of Upside+, a new offering for residents requiring additional assistance with activities of daily living.
FORT LAUDERDALE, FL — Upside, formerly known as UpsideHōM, today announced a rebrand to reflect its evolution from a senior housing option into a comprehensive aging platform. Upside is building the largest senior living community in the world without laying a single brick. The new name draws from the concept of always looking at the upside of life — helping older adults see their lives in a new light and providing access to services that support them as they age.
“From the start, we knew we wanted to grow with our members and part of that growth is adjusting to their needs as they age in our communities,” said Jake Rothstein, Co-Founder and CEO of Upside. “Although housing plays a pivotal role in our business model, we are rebranding from UpsideHōM to Upside to reflect the scope of our offerings beyond providing just a home. We want to be an ‘aging’ company where our members can grow older with us while being able to access the resources and support that evolves with their needs.”
Members will continue to have the same access to their Upside Manager as before, in addition to getting access to additional care and support. The company is also expanding its Housing is Health mission and building a more extensive platform for housing navigation. Naming conventions have been updated — HōM Manager is now Upside Manager, and HōM Advisor is now Upside Advisor. The company’s new website is www.joinupside.com, and its social media channels can be found at @joinupside on LinkedIn, Facebook, and Instagram.
Alongside the rebrand, Upside today announced the launch of Upside+ — a new product that offers enhanced care, resources, and support for residents who require higher levels of assistance. With plans to expand into 100 new markets across the U.S. by the end of 2022, Upside now supports Upside+ members with dedicated, on-site certified caregivers while promoting companionship, community engagement, and more.
“With more than 30 percent of our members now requesting an extra layer of support and care, we focused on making sure we could meet their needs and keep them out of institutionalized settings,” added Peter Badgley, Co-Founder and COO of Upside. “This level of care support at this cost simply doesn’t exist in the market today outside of the ‘senior living facility.’ As we continue to focus on enhancing the quality of life for older adults, it was a natural next step to increase levels of senior care at Upside.”
Upside+ will provide members with a variety of resources including everyday on-site care delivered by certified nursing assistants; non-clinical care management; referrals to top-tier physicians and specialists; chef-prepared meals; transportation; and more. Starting at $6,000 in the South Florida market, the program will include all rent and utilities, daily certified caregiver support, and on-site community events. Residents will be assigned a dedicated Care Manager and a certified caregiver to assist with their day-to-day needs — from safety checks and medication management to grocery delivery, pet care, light housework, and help with bathing and transferring.
Members interested in Upside+ will start the process like traditional Upside members, working with the team to find a luxury apartment in an area that fits their lifestyle. The Upside team will help coordinate the move and then, once settled, connect the resident to their Care Manager and caregiver who will serve as their main points of contact to organize services, care, and more.
For more information, visit www.joinupside.com.
Upside is a nationally scalable housing stability platform purpose-built for healthcare. The company partners with health plans and employers to proactively identify and stabilize members and employees experiencing housing instability — connecting them to safe, supportive housing while reducing avoidable emergency care utilization and improving health outcomes. Upside’s model combines dedicated Care Guides — licensed social workers and housing specialists — with AI-supported housing orchestration to deliver measurable results at scale. The platform serves Medicaid, Medicare Advantage, D-SNP, commercial, and employer-sponsored populations across the full housing continuum, from crisis intervention to long-term tenancy support. Founded in 2020 and headquartered in Fort Lauderdale, FL, Upside is redefining how healthcare organizations address housing as a foundation of care. For more information, visit www.joinupside.com.
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Upside Corporate Headquarters
200 E Las Olas Blvd 14th Floor
Fort Lauderdale, FL 33301
