Avoiding Elder Advisors Who Prioritize Profits Over Actual Care Needs

Navigating eldercare is one of the most challenging and emotionally charged responsibilities many families face. Whether you’re planning for yourself or assisting a loved one, the task requires sifting through a maze of options—home care aides, facilities, agencies, and elder advisors.

Unfortunately, not all of these professionals are in the business for the right reasons. Some prioritize profits over proper care, leaving families vulnerable to substandard services and exploitative practices. Here’s how to recognize and avoid elder advisors and agencies who lack the expertise to manage complex care needs and are motivated by financial gain rather than genuine concern.

Understanding the Landscape: Lack of Regulation

In many states, including my own state of Massachusetts, home care aides, agencies, and many advisors operate in a regulatory gray zone. Unlike nursing homes or licensed healthcare professionals, services are unregulated. This means that anyone can claim to be an “elder advisor” or establish a home care agency without formal training, licensing, or oversight. Worse yet, some of these entities engage in unethical practices, such as:

• Kickback Schemes: Referring families to providers or facilities in exchange for financial rewards, regardless of the quality of care.
• Overpromising and Underdelivering: Advertising comprehensive care but providing little more than basic housekeeping.
• Misleading Credentials: Using terms like “expert” or “consultant” without legitimate qualifications.

 Red Flags to Watch For...

1. Vague or Generalized Claims: Be wary of advisors or agencies that promise to handle “everything” without providing a clear, detailed list of their services and expertise. If they can’t explain how they address specific needs like medication management, mobility assistance, or dementia care, it’s a sign they do not have the necessary skills.
2. High-Pressure Tactics: Unethical advisors create a false sense of urgency to push families into quick decisions. They emphasize limited availability or insist that a particular service or facility is “perfect” without letting you explore other options.
3. Financial Focus: Pay attention to how they discuss costs. If the conversation revolves heavily around pricing structures, payment schedules, or “special deals,” with little emphasis on the actual quality of care, it’s a red flag.
4. No References or Reviews: Reputable elder advisors have a track record of satisfied clients and be able to provide references. If they dodge these requests or lack any online presence with reviews, proceed with caution.
5. Referral Networks: Ask how they choose the providers or facilities they recommend. If they admit to receiving compensation for referrals, or if they’re reluctant to disclose this information, they may not have your best interests at heart.

Steps to Protect Yourself and Your Loved Ones

1. Do Your Homework: Research elder advisors and home care agencies thoroughly. Check for online reviews, Better Business Bureau ratings, and any state-specific licensing or certification requirements.
2. Ask Specific Questions: What are your qualifications and training in elder care? Do you have experience handling complex care needs like dementia or mobility challenges? How do you vet the caregivers or providers you recommend? How are they trained? Are you compensated for referrals?
3. Demand Transparency: Reputable professionals have no problem disclosing their fees, affiliations, and decision-making processes. Avoid anyone who seems evasive or defensive about these details.
4. Seek Independent Advice: Consider consulting with a nonprofit elder care organization or Aging Life Care Professional for unbiased recommendations. These professionals are typically not financially tied to specific providers or agencies. See video
5. Trust Your Instincts: If something feels off, it probably is. Trust your gut and don’t hesitate to walk away if you sense that an advisor is more interested in making money than providing meaningful support.