According to the Administration for Community Living, people age 65 and older represented 17% of the U.S. population in 2020, and that figure is expected to grow to 22% by 2040.1
As demand for senior living services increases, providers are looking for ways to meet changing needs while maintaining a high-quality resident experience.
One model gaining momentum is blended care, an approach that integrates multiple levels of support within a single community, allowing residents to receive evolving care while remaining in familiar surroundings.
"Blended care is really about supporting residents where they are and helping them remain in a place that feels like home for as long as possible," said Sara Rudloff, Director, Healthcare Programs at Nationwide.
Why the senior living industry is shifting
For decades, senior living has largely been organized around separate care levels. However, evolving consumer expectations are driving demand for greater flexibility.
"The market has always anticipated the impact the baby boomer generation would have on senior care," Rudloff said. "We're now seeing that play out. At the same time, consumers are more informed than ever before and have higher expectations about the care experience."
Families increasingly want options that allow loved ones to remain in familiar surroundings while receiving the support they need, creating demand for more adaptable care models.
What blended care means for residents
Blended care reduces the traditional boundaries between care settings by offering a broader range of services within a single community, so residents can age in place.
“What's great about the continuing care retirement community model is it incorporates independent living, assisted living and skilled nursing facilities together,” said Ned Kister, Consultant, Healthcare Programs at Nationwide. By minimizing disruptive transitions, providers can create greater continuity for residents and families while supporting changing care needs over time.
"The primary benefit is a better resident experience," Rudloff said. "Families want their loved ones to have a home where they feel safe, secure and cared for."
Challenges that providers must address
While the vision for blended care is compelling, significant issues remain.
"This is a people-driven industry," Kister said. "Finding and retaining experienced staff remains one of the biggest challenges providers face."
Providers must also navigate licensing requirements, regulatory considerations and care-planning processes that may not have been designed for more integrated care models. Successfully implementing blended care requires the ability to adapt quickly as resident needs change.
How Nationwide and its partners help providers navigate change
As senior living providers adapt to rising acuity levels and evolving resident expectations, risk management becomes increasingly important.
Nationwide and its program partners work with senior living operators to help them address the operational, liability and risk challenges associated with caring for residents across a broader spectrum of needs.
That support extends beyond insurance coverage. Nationwide offers dedicated claims professionals with expertise in senior living, risk management consultants who can assess operations and identify opportunities for improvement, and underwriting teams that closely monitor emerging industry trends.
"We always prioritize partnering with true experts who stay informed on how trends are developing in this space," Rudloff said.
Nationwide's partners also offer access to specialized risk management resources that help operators evaluate practices, strengthen resident safety initiatives and navigate an increasingly complex care environment. Together, these capabilities help providers remain adaptable while continuing to focus on resident care and quality outcomes.
Looking ahead
The needs of an aging population and increasing consumer expectations will continue to shape the future of senior care. Providers that can balance resident-centered experiences with operational excellence may be better positioned to meet those changing demands.
"Whether blended care becomes the future of senior living or not, the industry will need to evolve," Rudloff said. "Consumer expectations are changing, demographics are changing, and providers need to be prepared to adapt."
As senior living continues to transform, blended care represents a promising approach focused on helping residents maintain dignity, independence and quality of life while receiving the support they need along the way.
Discover more insurance insights from Nationwide Programs at nationwide.com/programs.