Missouri Bill Aims to Protect Seniors and Families Through Referral Transparency

At Purple Door Finders, we believe trust, compassion, and transparency should be at the core of every senior care placement decision. That’s why we’re closely watching an important piece of legislation being considered in Missouri. This bill would require referral companies to disclose to families/seniors about their financial relationships with the care facilities they recommend.
For families, placing a loved one in assisted living is never easy. It’s a time filled with questions, emotions, and often urgency. The last thing anyone needs is hidden motives driving the recommendations they receive.
But that’s exactly what this legislation seeks to address.

What the Bill Would Do

The proposed law would require referral agencies to:

• Disclose any financial ties to the facilities to which they refer families.

• Be transparent about the referral fees they receive.

• Get clear consent from families before sharing personal contact information.

This might sound like common sense — and to us, it is.
However, large, online for-profit lead generator companies are lobbying hard against it. They claim the law would create “regulatory burdens” and “confuse” families. Yet public testimony from families and local advisors tells a very different story.

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Real Stories, Real Impact

Families have reported being inundated with calls from facilities they didn’t know they’d been signed up to visit. One grieving widow in Missouri received dozens of unsolicited calls after entering her information on a referral website — all before she’d even decided if assisted living was the right choice.
These are not isolated stories.
A Washington Post investigation found that one of these companies frequently lists facilities as “award-winning” despite serious state violations. That raises alarming questions about how these recommendations are made — and whether profit is their only motive.

Why It Matters to Us

At Purple Door Finders, we support consumer-first practices in senior care referrals. We know that families need:

• Clarity, not confusion

• Support, not spam

• Guidance, not gatekeeping

We believe in earning your trust by being upfront about how we operate, including our relationships with care communities. This bill aligns with our values, and we commend the lawmakers and advocates who are standing up for Missouri’s seniors and their families.

Looking Ahead

Whether this bill passes or not, one thing is clear: transparency must become the standard in senior care placement. Families deserve to know the "why" behind every recommendation — and they should never have to trade their privacy for help.

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