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A Place for Mom Names Sean Kell Chief Executive Officer

A PLACE FOR MOM NAMES SEAN KELL CHIEF EXECUTIVE OFFICER

SEATTLE, Wash., NOVEMBER 28, 2011- A Place for Mom, Inc. (APFM), the nation's largest senior living referral information service, today announced that Sean Kell has been appointed CEO. Mr. Kell has also been elected to the company's Board of Directors. His appointment is designed to strengthen APFM as the leading information resource for families in search of senior care services and position the company for growth. Pamala Temple, co-founder of A Place for Mom, has transitioned into the role of chairman of the board.

Mr. Kell will be responsible for the strategic vision, operations and overall management of APFM, which employs a national network of Eldercare Advisors who help approximately 150,000 families in the U.S. find senior care each year. Under his direction, APFM plans to enter new U.S. markets as well as expand and deepen its existing relationships with senior care providers to continually offer families a wide choice of options representing the highest quality care.

"The aging baby boomer population will increase demand for senior care, making best-in-class referral services like A Place for Mom more relevant than ever before," said Mr. Kell. "I am thrilled to be working with APFM's exceptional team of Eldercare Advisors who understand that moving a loved one into a senior care environment is a difficult decision for many families, and strive to help families make a smooth transition. I look forward to helping the company and referral industry evolve, and have APFM become an increasingly sought-after senior care information resource that is better able to serve a growing customer base."

Mr. Kell has extensive leadership experience and a proven track record of building successful businesses with strong and positive brand recognition. Most recently, he served for three years as senior vice president and general manager of Expedia.com and leader of the Expedia brand's global marketing efforts. In these roles, he oversaw the company's marketing, e-commerce operations, call center operations, finance, human resources and product development. He was also instrumental in elevating the company's affiliate business, strategic marketing partnerships and loyalty points/high-value customer programs.

Before joining Expedia.com, Mr. Kell spent two years as senior vice president and general manager of Hotels.com, the largest hotel-focused online travel site in the U.S. He also spent four years at Starbucks Coffee Company, where he held various executive and general management positions in its wholesale division. Previously, Mr. Kell worked at McKinsey & Company for five years, serving clients in the high-tech, financial and retail industries. His work focused on the areas of corporate strategy, e-commerce, sales force effectiveness and customer care/call centers.

Mr. Kell holds a master's degree in business administration from the University of Chicago and a bachelor's degree in electrical engineering from the University of Southern California.

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