Love IS a Business Model: Senior Star's Quiet Rebellion Against Industry Burnout

TULSA, Okla., Sept. 16, 2025 /PRNewswire/ -- At a time when the senior living industry faces a competitive labor market, Senior Star is standing out, not by chasing trends, but by staying true to its culture of love and connection. That culture has earned the company national recognition on the FORTUNE Best Workplaces in Aging Services™ 2025 list, based on associate feedback.

This marks Senior Star's seventh appearance on the list in the past eight years, a distinction that speaks to something deeper than benefits or branding. It's about belonging.

Senior Star's Chief Strategy Officer, Taylor Hernandez, began her journey on the frontlines at a Senior Star community and grew into an executive leadership role, one of many stories across the organization that reflect a deep commitment to internal growth and purpose-driven work.

"At Senior Star, we've created a culture where everyone feels seen and valued," said Hernandez. "Personally, I was encouraged to grow and surrounded by leaders who believed in me. That kind of culture doesn't just shape careers, it shapes lives."

And it's not just at the executive level. Across all departments, Senior Star communities are home to associates who say their work has meaning, their teams feel like family, and their environment supports personal and professional growth.

 "We don't claim to be immune to the challenges our industry is facing," said Senior Star CEO Anja Rogers, who has been with the company for more than four decades. "What sets us apart is how we respond, with compassion, consistency, and a promise to do for each other with love."

That promise isn't just a mission statement, it's a daily practice. From personalized mentorship to leadership development and wellness initiatives, the company actively invests in creating spaces where associates feel valued and supported. In the company's latest Great Place to Work® survey, 98% of associates participated, an unusually high rate in any industry. Their responses highlighted key cultural strengths: trust, pride, and a sense of purpose.

"We know our residents thrive most when our associates feel connected to their work," Rogers said. "And families notice the difference, 94% praise our team for truly getting to know their loved one, and 82% say it genuinely feels like home, a huge testament when "home" is where most lived for 40+ years, raised the kids and memories abound. Those kinds of results aren't possible without a culture that supports both heart and excellence."

SOURCE Senior Star