Olera Care Takes Aim at Pay-Per-Lead Aggregators with Ethical Alternative for Senior Care Providers
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Introduction
Houston, TX – December 31, 2025 – Olera Care today announced the launch of a beta program designed to challenge one of senior care’s most entrenched—and controversial—growth models: pay-per-lead aggregators.
For years, senior care operators have been forced into a broken tradeoff: pay more for leads that are sold multiple times over—or risk losing organic and paid search visibility. The result is an industry stuck reacting instead of caring. Olera Care was built to change that equation.
Backed by funding from the National Institutes of Health (NIH), Olera Care was founded with a clear mission: create an ethical, sustainable way for families to find care and for providers to grow—without turning moments of vulnerability into transactions.
The Problem with Pay-Per-Lead (PPL)
While conducting listening sessions with home and community-based care providers nationwide, Olera Care uncovered recurring failures baked into the PPL model:
- Families in crisis are overwhelmed, not supported. A single inquiry can trigger a flood of calls from competing providers, compounding stress during an already emotional moment.
- Providers are paying for inefficiency. Leads are resold, mismatched, or unqualified—forcing agencies to set higher weekly minimums to offset shrinking Medicaid and VA reimbursement rates while still paying caregivers fairly. They’re often baked into start-up growth plans but ultimately phased out in the long-run, often referred to as scams.
- Care discovery is fragmented. Assisted living, home care, and memory care—each lives in its own silo, forcing families to restart their search every time needs evolve.
The result? Operators spend hours managing variable lead quality instead of focusing on what actually drives business growth—quality care and caregiver retention.
A Different Model, Built For Care Not Clicks
With a platform that gives families a chance to breathe without worry, families can also—when they’re ready—book a tour or in-home assessment directly in the platform.
Olera also provides review management and listing management capabilities, fueling each provider’s ability to grow in their market. It’s not just a platform to find leads; it’s a place to organically grow the business from the inside-out.
“This isn’t about gaming search results or buying attention,” said TJ Falohun, CEO of Olera Care. “It’s about earning trust and helping providers grow organically.” The result is a growth model designed to compound over time—reducing wasted effort, lowering acquisition friction, and giving operators back hours in their day.
Industry benchmarks warn providers that only 10% of PPL opportunities end up converting into clients, a steep price when operators are footing the bill for each, regardless of quality. For providers just starting out, even moderate PPL costs can add up quickly, since they’re having to balance getting new clients while building a pipeline to keep the lights on.
Built For Providers, By Providers
Care touches everyone. Olera Care was built by people who understand that firsthand.
Co-founder Logan DuBose, MD, brings both clinical experience and personal conviction to the company’s mission. “We already have incredible elder care happening across the country,” said DuBose. “The problem is connection. My goal is to build systems that clearly connect families to the care supply that exists today—while deliberately expanding that supply where gaps remain.”
With early adopters already live on the platform, Olera Care is opening its beta program to senior care providers nationwide. Agencies can participate in a free two-week trial, followed by a premium tier that unlocks advanced listing customization, exclusive review tools, and stronger visibility both in-platform and on Google.
For operators tired of paying into systems that create more work instead of less, Olera Care is positioning itself as a long-overdue alternative—one that puts care, not clicks, back at the center of growth.
Interested in signing up for a free trial? Book some time here to meet with the Olera Care team and claim your provider business listing.
About Olera Care
Olera Care is a Maryland-based senior care resource connection platform, designed to streamline the care seeker experience and the provider experience all in one place. With over 40,000 senior care providers listed and thousands of monthly visitors, experience the Olera Care difference by visiting https://olera.care/providers
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Olera Care Takes Aim at Pay-Per-Lead Aggregators with Ethical Alternative for Senior Care Providers
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