Argentum logo

The Assisted Living Federation of America is now Argentum, a name derived from the Latin word for silver. The new name “conveys strength and a sense of gravitas while giving a nod to the ‘silver generation’ Argentum’s members serve,” according to a media release issued this morning. ALFA will begin using the name immediately and will officially transition to the Argentum brand Dec. 1 at its Chief Executive Summit in Scottsdale, AZ.

The organization’s tagline is now “Expanding senior living.”

“Since ALFA’s formation 25 years ago, the senior living industry has undergone many changes and is primed for many more as baby boomers begin to use our services,” said James Balda, the organization’s president and CEO. “Our brand transformation better represents where the industry is today as well as our vision for the future.”

The group’s board of directors approved the new name, tagline and logo at a Sept. 28 meeting.

Argentum says the new name “reflects the organization’s expanded direction, priorities and focus.” “It has never been a more exciting time to be working in the senior living industry,” Argentum Board Chair Brenda J. Bacon said. “Argentum represents everything we are as an organization, as well as everything we want to be,” added Bacon, who is the president and CEO of Brandywine Senior Living.

The name was chosen, according to the release, because it:

  • Represents a diverse industry. “No single word represents the panoply of products and services offered by Argentum’s members; thus, the new name provides flexibility to allow the industry and the association itself to grow.”
  • Is industry-facing but also consumer-friendly. “Argentum signals strength, maturity and a sense of importance—traits that resonate with both businesses and consumers.”
  • Celebrates the passion and commitment of senior living professionals. “It’s forward-looking.”

Argentum’s new tagline, “Expanding senior living,” “speaks to a variety of audiences while enforcing the organization’s mission to increase the visibility and acceptance of senior living as an option that people choose—not just need,” according to the organization. “On both a state and federal level, Argentum is a critical and respected leader in the industry, supporting the business operations and growth of its members.”

Despite the new name, tagline and logo, the organization’s mission remains unchanged, according to the group. “Members exemplify the principles of choice, dignity and independence for seniors,” the release states. “To support these principles and to enhance quality of life for older adults, Argentum influences public policy, promotes business excellence and ensures an informed public.”

The group originally had thought it might announce a new name at its 2015 annual meeting in May, but board members ultimately needed more time.

What’s next

A new name, tagline and logo aren’t the only changes in the works. In an interview with McKnight’s Senior Living, Balda said the organization is on track with the development of a previously announced certificate program as well as community-level standards.

Argentum expects to announce the establishment of a senior living certification commission and a board of directors for that commission soon, he said. The first certification program developed will be for executive directors. “We anticipate that in early 2016, we will have a beta of that test available,” Balda said, “and then by about the third quarter of 2016, the test will be opened up for industry to take.”

Argentum hopes to announce its community standards in early 2016, if not sooner, he said. Providers would be required to meet the standards to obtain or maintain membership. Current Argentum members would be given a certain amount of time to meet the the standards.

The organization also plans to devote time in 2016 to advocacy and discussions related to quality and regulatory reform, Balda said. The organization will roll out its “official road map” in January after the board hears feedback gathered by Balda and others over the course of a six-month “listening tour” that began after ALFA’s annual meeting in May, he added. The tour, part of the group’s Senior Living 2025 initiative, seeks to present a unified voice regarding major challenges facing the industry.

Members have identified workforce development as the top challenge they face, Balda said. Argentum plans to advocate for public policy solutions to address a projected worker deficit and also help the industry establish programs to train workers, he added.

Argentum also wants to help the industry start to capture data related to quality and leverage those data with regulators and, potentially, consumers, Balda said. Additionally, “Something we’re going to be focusing on for 2016 and beyond is really around state regulatory reform and how do we create the model regulatory framework for operators to work under?” he said. “It’s not about less regulation. It’s really around the right regulation and how do we create consistent regulation, to the extent that you can, without stifling innovation across all of the states, so that there isn’t a need for federal oversight?”