As a successful business owner, mother, and daughter to an aging parent in Florida, Joanna Gordon Martin experienced first-hand the challenges of navigating the eldercare maze remotely. It seemed everyone she knew had similar experiences, and both generations — adult children and aging parents —were worried about the burden and stress of aging. With a background in building businesses in healthcare, Martin founded Theia Senior Solutions, a high-touch, single point of contact for families planning and managing the reality of getting older.

Based in Princeton, Theia Senior Solutions now serves clients in the Tri-State area and Pennsylvania with growing centers of excellence in Florida and Boston. Additionally, the boutique agency takes on consulting projects nationwide, advising families with a plan to access the best resources in their region. “Our team of client coordinators are experts with an average of 20 years’ experience in geriatrics, and know the right questions to ask and expeditiously navigate complicated situations,” Martin said.

Many of Theia’s clients are adult children, sandwiched between career and dependent family obligations, who do not live close to their aging parents. Additionally, Theia serves older adults directly. These are typically individuals who have given great care to plan for the financial security of future generations, but often are seeking an advisor to take the burden of their potential health decline away from their children. Theia has also been pleased by the relationships they have built with financial planners, who see Theia’s services as an adjunct to the counsel they provide to their premier clients.

“Families come to us at various points during the aging continuum,” Martin said. “The ideal time is early, before crisis, and we guide clients through a conversation and proactive planning process that maps out each generation’s goals for aging and care. This plan feeds into the Theia Emergency Response System, a key component of Theia’s service, a nexus of critical information that is necessary for a family to act swiftly, providing transparency with a cloud based portal, accessible anywhere, anytime.”

Once engaged as a client, families can also access Theia’s Concierge Eldercare Services, designed for families with exacting expectations. These concierge services range from help with daily tasks to major transitions. They include assistance selecting and managing everything from meal delivery and professional services, such as home health care agencies and cleaning services, to vetting and evaluating independent, assisted living, and nursing facilities. Clients can also call upon Theia to coordinate second opinions, schedule medication and nutrition reviews, and to resolve claims administration with health insurance. This is in addition to providing a designated client coordinator who conducts monthly in-person visits and patient advocacy.

“In this business, there are a lot of potential conflicts of interest. Because of what I experienced personally, it was important when creating Theia Senior Solutions that it would be a business committed to an unbiased approach. We operate solely on a fee basis and do not take referral fees or accept commissions. We provide objective and expert advice and have put enormous resource into vetting the potential options we recommend,” Martin said.

Not everyone proactively plans for eldercare and many clients contact Theia immediately following a medical crisis. “While I am a huge proponent of proactive planning, we are of course, more than willing to engage when there is an urgent need. While the options for ‘needs based care’ are more limited, and the navigation costlier, we always seek to be expeditious in our engagement and efficient in our use of resources,” Martin said. “Planning ahead to better understand the way the older adult wants to age is an incredibly important factor to consider in articulating a plan.”

Providing families with peace of mind is a prime motivator for Martin and her team. “I always say nobody works for Theia who doesn’t have a soul for this business. The greatest compliment our client coordinators can be given is that they feel like a friend of the family,” Martin said.

Theia Senior Solutions is headquartered in Princeton, New Jersey. More information can be found at or by calling 844-843-4200.

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