Aline
Founded 2022 · 200 employees on LinkedIn · 1 known investors
Aline offers a connected software platform for senior care and senior living operators, spanning CRM and marketing (growth and engagement), clinical and dining workflows (resident living), and leasing, billing, payments, and accounting (financials). Its products include Aline CRM, Aline Care, Aline eMAR, and integrations across 100+ partners to link data across the resident journey.
Also known as Enquire · Glennis Solutions · Sherpa CRM
Investors · 1
Company profile
researched Aug 2026Aline provides software for senior living, post-acute, and home care operators, organized into three suites: Growth & Engagement (CRM, marketing automation, lead qualification and nurture), Resident Living (clinical care records, eMAR medication administration, quality and compliance, and dining/menu management), and Financials (leasing, billing, payments, and accounting). Named products include Aline CRM, Aline Intelligence, Aline Discover by Roobrik, Aline Connect, Aline Nurture, Aline Care, Aline eMAR, Aline Quality & Compliance, Aline Menus by Grove, and an Aline Contact Center service.
The platform is positioned around eliminating handoffs between disconnected point systems across the resident lifecycle, from initial inquiry through move-in, care delivery, dining, and billing, with data flowing between marketing, sales, care, and finance workflows. Aline states it works with more than 100 integration partners, including A Place for Mom, Caring.com, Epic, MatrixCare, HubSpot, Docusign, Omnicare, PharMerica, Seniorly, and ALIS.
Aline is the combined brand of several senior living technology companies — Enquire, Glennis Solutions, Sherpa CRM, Roobrik, and Grove Menus — and is a portfolio company of private equity firm Rubicon Technology Partners.
Founding story
Aline was formed by combining existing senior living technology companies — Enquire, Glennis Solutions, Sherpa CRM, Roobrik, and Grove Menus — rather than as a single startup; Erin Hayes, now President and Chief Growth Officer, was a co-founder of Enquire, a CRM and growth platform for seniors housing and post-acute care.
Business model
B2B software sold to senior living, post-acute, and home care operators as a multi-suite platform spanning sales and marketing, clinical and dining operations, and financial workflows, supplemented by services such as an outsourced contact center for inbound inquiry handling.
Traction
The company reports supporting more than 9,000 communities (stated as 9.3K+ communities powered by Aline solutions) and 100+ integration partners, up from more than 5,700 communities at the May 2023 rebrand. A published case study describes a senior living operator increasing lead-to-tour conversion by 50% using Aline CRM and the Aline Contact Center.
Latest developments
Aline announced an accelerated investment in AI-first product development, expanding Aline Intelligence across its full platform. Recent inorganic moves include the January 2025 acquisitions of Roobrik and Grove Menus, whose capabilities now ship as Aline Discover by Roobrik and Aline Menus by Grove. The company continues publishing industry benchmark research, including a 2026 Senior Living Sales & Marketing Benchmark Report and a Q2 2026 benchmark snapshot.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Positions itself as a market-leading, end-to-end senior living operating system versus point solutions; at the 2023 rebrand it cited more than 5,700 communities powered by the platform, and its site now cites more than 9,000 (9.3K+) communities, 99 combined years of industry experience under the Aline brand, and 100+ integration partners.
Breadth of a single platform covering the full resident lifecycle — sales and marketing, leasing and billing, resident care and dining, accounting, and reporting — rather than separate point systems, combined with 100+ integrations, AI-driven recommendations in the CRM, and a workforce in which 91% of team members are stated to have direct senior living experience.
Technology
A single connected platform in which marketing engagement feeds sales prioritization, move-in triggers billing, care plan updates reach the medication team, and dietary preferences pass to dining. Aline Intelligence applies AI to recommend next actions, draft outreach, and prioritize prospects; the company has announced an accelerated investment in AI-first product development expanding Aline Intelligence across the platform. Aline Care maintains a single resident record from assessment through daily care plans, with Aline eMAR linking medication administration to that record.
Go-to-market
Direct enterprise sales with demo/"book a call" requests from the website, supported by content marketing including annual and quarterly sales and marketing benchmark reports, case studies, white papers, and webinars, plus an integration partner ecosystem and referral channels such as A Place for Mom and Caring.com.
Senior living, post-acute, and home care operators and their sales and marketing, clinical care, dining, finance, and executive teams. Named clients and reference operators include Atria, Americare, Heritage Senior Living, Sodalis Senior Living, Bickford Senior Living, English Meadows, Belmont Village, Trilogy Health Services, Covenant Living, and Leisure Care.
Geography
Serves communities in the United States, Canada, and the United Kingdom; the 2023 rebrand announcement was issued from Louisville.
History
Enquire, Glennis Solutions, and Sherpa CRM announced a merger in October 2022 to create a combined senior living software platform, and on May 4, 2023 renamed the combined company Aline, launching alineops.com to consolidate their web properties. At rebranding, the platform served more than 5,700 communities in the United States, Canada, and the United Kingdom, and Brad Frasher was Chairman and CEO. Aline expanded its leadership team in August 2023, acquired Vitals Software in January 2024, and in January 2025 acquired Grove Menus (culinary management) and Roobrik (prospect engagement and sales qualification). Brandon Logsdon subsequently served as CEO.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 7
launches, deals, and filingsAline announced an accelerated investment in AI-first product development, expanding Aline Intelligence across the company's full platform.
Acquisition to enhance prospect engagement and sales qualification capabilities; offered as Aline Discover by Roobrik.
Acquisition to optimize culinary management; capabilities offered as Aline Menus by Grove.
Acquisition intended to further enhance Aline's enterprise-scale solution for senior living.
Enquire, Glennis Solutions, and Sherpa CRM renamed the combined company Aline, unifying the October 2022 merger under a single brand and launching a consolidated website. Brad Frasher was named Chairman and CEO.
The three senior living software providers announced a merger creating a combined platform; the merger was announced in October 2022 and unified under one brand the following year.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Alinealineops.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Aline do?
- Aline is a senior living software platform connecting CRM, care, dining, and financial workflows for senior care operators.
- Who are Aline's investors?
- Aline's investors include Jurassic Capital.