roobrik

Roobrik is a sales and marketing technology company serving senior living providers. Its platform targets what the company calls a website's "hidden audience" — visitors researching senior living options who are not yet willing to contact a sales team — and converts them into identified prospects. The core products are Roobrik Surveys, a set of seven decision-support assessments built on decision science and a motivational interviewing approach; Roobrik Afford, which assigns prospects one of three levels of financial readiness without asking them for any financial figures, making it usable by adult children who lack access to a parent's finances; and Roobrik Chat, which answers visitor questions on topics such as pricing and tour scheduling and routes users into the survey experience.

Each Roobrik survey lead delivers more than 20 data points to the provider's sales team, covering readiness for change, care needs, living situation, family dynamics, hobbies and interests. This data is passed into the operator's CRM or marketing automation system; documented integrations include Aline CRM (formerly Enquire and formerly Sherpa), WelcomeHome, HubSpot, ActiveDEMAND, Eldermark, Yardi, ALIS and MoveN, and the company states it is HIPAA compliant and offers middleware or custom integrations. The company describes its technology as patented and states solutions span the full continuum of care types, including active adult, CCRC and life plan communities, independent living, assisted living and memory care, with a separate downsizing tool aimed at adults 55+.

Roobrik was acquired by senior living operating software provider Aline in January 2025, with the stated aim of building an integrated sales qualification ecosystem combining Roobrik's prospect-readiness data with Aline's CRM, care, billing, payments and business intelligence platform.

Founding story

Founder and CEO Nate O'Keefe states he started Roobrik in 2013 with a focus on helping prospects make senior living decisions and helping operators grow through better-qualified, better-prepared leads. The company describes two founding missions: giving more and better days to older adults and their families, and helping the organizations that care for them grow.

Business model

Business-to-business software sold to senior living operators and communities, with published pricing tiers and a demo-led sales process; the platform is deployed on provider websites and feeds leads and prospect data into the customer's CRM.

Software sold to senior living providers; the company publishes a pricing page for its survey, Afford and Chat solutions.

Traction

The company reports hundreds of leading providers, thousands of communities and tens of thousands of families helped each month, along with claimed lifts of 20-40% in quality web leads and up to 2x better sales-qualified-lead-to-move-in rates versus other web leads. A published case study reports a 33% lift in web leads for Brightview Senior Living in 2023. Nearly a third of Roobrik Chat users opt into decision support. The Aline acquisition materials cite over 12 million consumer sentiment data points from more than 200,000 annual surveys.

Latest developments

Aline announced the acquisition of Roobrik on January 27, 2025, citing improved consumer experience, deeper prospect insights, optimized lead scoring and lower cost per move-in as intended benefits. Roobrik's website carries the acquisition announcement and continues to market Afford and Chat as new products.