Europe first. The Americas and Korea are named in the brief as later regions; nothing about them is being built yet.
What the Council is
A social enterprise set up to make the senior-living market legible to the people who have to choose inside it.
Choosing where a parent will live is one of the least informed decisions a European family ever makes. The information exists, but it sits in registries, operator brochures and vendor claims that nobody has put side by side. The Council's work is to put it side by side, show where every fact came from, and publish it where a family can read it without an account.
The Council is a social enterprise, not a charity and not a referral broker. It is orchestrated by Agentic Advantage AG and structured to earn revenue, with surplus directed back into the intelligence: better investment insight into long-healthspan living environments, early-warning and prevention technology, faster innovation in new therapies, and improvement of the Joyful Living Index.
Not a broker
Most services that help a European family find a care home are paid by the home. The referral fee arrives when someone moves in, which points the whole business at the operators who pay and at pushing a move-in rather than the right decision. A family reading such a list has no way to tell recommendation from placement.
The Council does not take a placement fee and does not sell position. Its assessments are published on its own evidence with the methodology attached, so a score can be argued with rather than simply believed. That independence is the only asset this kind of organisation has, and it is the reason the discovery side of the platform is free and stays free.
Where the money is meant to go
A social enterprise is not a charity. The Council is built to earn, and the surplus is directed at four things named in its founding brief: better investment intelligence about living environments where people stay well for longer; technology that gives early warning before a crisis instead of after it; faster progress from innovation into practice; and the improvement of the Joyful Living Index itself.
Revenue, when it exists, is expected to come from professional products — data and insight access, enhanced presentation for operators and vendors, professional membership, research commissioned by name — and never from where a home appears in a result. That boundary is written into the plan rather than left to good intentions: money buys presentation, analytics, reach and data access; it does not buy position.
None of it is switched on. There is no paid tier, no fee and no sponsored placement on the platform today.
Scope
Region
Who is covered
- Care home and assisted-living campus operators
- Remote care services delivered to the home
- Regional network orchestrators
- Family caregivers
Technology
- Presence monitoring, including fall detection
- Companionship and concierge
- Emergency response
Three of nine technology categories are open first. The other six — health monitoring, building safety, community engagement, household automation, entertainment and communication, and other digital services — follow.
Out of remit
Medical devices, devices used to deliver therapy, prescribed diagnostics, decentralised trials and decentralised testing are outside the Council's remit entirely. They change the regulatory position of everything around them, and the Council has no standing to assess them.
Relationship to Agentic Advantage AG
The Council is orchestrated by Agentic Advantage AG, a Swiss holding company in Zug, Switzerland whose portfolio applies agentic technology in regulated industries, senior care among them. The AG is the contracting entity behind the Council: it holds the accounts, the platform and the legal responsibility, and the Council operates as its social enterprise.
The practical consequence is that the Council is answerable to a real company at a real address, with a register entry anyone can check, and not to an anonymous publisher. The entity details are on the contact page.
Its platform, Senior Living Intelligence, is a separate product with its own domain, its own infrastructure in Europe, and its own published methodology.