SRG CEO Grust: Senior Living Providers Still Inventing a Business After 3 Decades

Three decades after the senior living industry got off the ground, providers are still “inventing a business,” SRG Senior Living CEO and Co-Founder Michael Grust believes.

The next evolution of the industry will see leading providers broaden their offerings across the continuum of care, in his estimation.

“We need to be all things to a lot of people,” Grust said on the latest episode of the Senior Housing News podcast, Transform, sponsored by PointClickCare.

SRG has been making strides to meet this objective. Over the last few years, the Solana Beach, California-based provider has rolled out a new wellness program called Zest; a coordinated care program called Assure; a Medicare Advantage-related collaboration with CareMore and Welltower (NYSE: WELL); and a virtual reality study with Rendever.

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