Today we’d like to introduce you to Lori Williams.
Hi Lori, please kick things off for us with an introduction to yourself and your story.
My career in senior living spans nearly two decades, but my passion for this work is deeply personal.
My grandmother, Emelita, had dementia, and she was truly my inspiration for entering senior living in the first place. She was an incredible woman—strong, generous, and grounded in deep faith. I think of her every single day, and I keep her photo in my office as a reminder of why this work matters. She’s still guiding me, even now.
Fast forward years later, and life brought this work even closer to home. I’m the primary caregiver for my husband, who is disabled after suffering four strokes. This past year, I also walked alongside my own mother and stepfather as they faced the heartbreaking reality of dementia and made the difficult transition into assisted living and memory care.
Professionally, I’ve worked inside senior living communities and alongside families for years, so I understand just how overwhelming these decisions can be, especially when emotions are high, time is limited, and families are exhausted.
I left senior living briefly at one point, but something interesting happened: people kept calling me anyway. Friends, families, referrals—still asking for guidance, clarity, and someone they could trust. That’s when I knew this wasn’t just a job, it was my calling. I was at a networking happy hour, when a friend told me that I was an “idiot” for not turning what I was doing into a business. She was right, and I started my business at that happy hour almost eight years ago! Sometimes you need that little push, and being called an idiot did it. Ha! She was right though, I think I was struggling with self doubt, but in that moment, I absolutely knew I could build a successful business.
Today, my focus is simple and very clear. I help families find the right senior living solution—whether that’s independent living, assisted living, memory care, or a residential care home – based on care needs, budget, and lifestyle. My goal is to take some of the fear and stress out of the process, bring clarity to complicated choices, and help families feel confident and supported during one of life’s hardest transitions.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It has definitely not been a smooth road—and the hardest struggles haven’t been business-related at all.
On Christmas Day in 2022, my husband suffered the first of four strokes. Overnight, my life changed in ways I never could have imagined. I became his caregiver, his advocate, his voice, and the person holding everything together for our family—while still running a business and showing up for clients who were often in crisis themselves.
There were days I was balancing hospital visits, therapy appointments, and medical decisions in between client calls and community events. I learned very quickly what it feels like to carry emotional weight, exhaustion, fear, and responsibility all at once, and still keep moving forward because people are counting on you.
What this season has taught me, though, is exactly why I do the work I do. Walking the caregiving journey personally gave me a deeper level of empathy, clarity, and purpose. I understand the overwhelm families feel because I live it. I know how heavy the decisions can be because I’ve had to make them myself.
Thanks – so what else should our readers know about Lori Williams – Senior Services, LLC?
At the heart of my business is a simple goal: helping families navigate senior living decisions with clarity, honesty, and a lot less stress.
I have an incredible team, and together we specialize in senior living placement, guiding families to the right fit—whether that’s independent living, assisted living, memory care, or a residential care home. Our team walks families through the entire process, from understanding care needs and budgets to touring communities and making confident, informed decisions instead of rushed or emotional ones.
One important thing families should know is that there is no cost to them for our services. Our team is reimbursed by the senior living communities after a successful move-in, similar to how an apartment locator is paid. This allows families to receive education, advocacy, and support without taking on an additional financial burden during an already stressful time.
Because we stay in close, ongoing contact with the communities we refer to, we’re able to share valuable, up-to-date information that families often don’t have access to—current availability, waitlists, pricing ranges, and even special incentives or move-in promotions. These relationships help us save families time and prevent them from touring communities that aren’t truly a good fit.
What sets us apart is the blend of nearly two decades of professional experience and deep personal understanding. I personally draw on lived experience—walking this journey alongside loved ones—as well as years working inside senior living communities. That perspective allows me to approach families with empathy, honesty, and a real understanding of how emotional and overwhelming these decisions can be.
Beyond placement, education is a huge part of our mission. Through my podcast, Aging in Style, I share honest conversations, expert insights, and real-life stories around caregiving, senior living, and planning ahead. I’m also the author of the book Surrounded by Love: One Family’s Journey Through Stroke Recovery, which was written to support and encourage families navigating life-changing health events and caregiving roles.
Brand-wise, what I am most proud of is trust. Families know our team will be straightforward, compassionate, and focused on what’s best for them—not pressure, sales, or quick fixes. We’re known for educating, advocating, and helping families feel supported every step of the way.
What we want readers to know is this: you don’t have to navigate senior living alone. With the right guidance and a team that truly understands the journey—this process can feel far more manageable and far less overwhelming.
Who else deserves credit in your story?
There are truly more supporters, cheerleaders, advocates, and amazing clients than I could ever possibly name. This business exists because of people who believed in me—sometimes before I fully believed in myself.
First and foremost is my husband, Mark. When I came home from that happy hour and casually told him I had started a business, he just took it in stride and supported me completely. From day one, he believed in what I was building. This business has also given me something priceless: the flexibility to show up for my family in ways a traditional job never would have allowed. The amount of time I had to take off to advocate and care for my husband would have most likely gotten me fired in a 9-5 job. As the sole income provider for my family, I feel such gratitude for this business,
I’m also deeply grateful for my teammate and dear friend, Karyl Thomas. I call her my right hand—and honestly, my memory—because that woman remembers everything. I met Karyl several years ago and immediately adored her. I actually told her back then that she would work with me someday, and two years ago, that became a reality. She has been an absolute rock for this business and for me personally. Her loyalty, heart, attention to detail, and humor make everything run smoother, and I truly couldn’t do this without her.
Beyond that, I’ve been incredibly blessed by the families we’ve served, the referral partners who trust us, and the senior living professionals who show up every day with compassion and care. Their encouragement, referrals, and belief in our work have helped grow this business in ways I’m deeply thankful for.
At the end of the day, this has never been a solo journey. It’s been built on support, trust, and a whole lot of people who showed up at just the right time—and I don’t take that for granted.
Contact Info:
- Website: https://loriwilliams-seniorservices.com
- Instagram: https://www.instagram.com/theloriwilliams/
- Facebook: https://www.facebook.com/theloriwilliams
- LinkedIn: https://www.linkedin.com/in/theloriwilliams/
- Youtube: https://www.youtube.com/@LoriWilliamsSeniorServices
Image Credits
I took the pictures or friends did. None are professional shots
