78. Exploring the Future of AgeTech with Sarah Thomas

In this episode, Matt Reiners chats with Sarah Thomas, a leader in AgeTech, occupational therapist, keynote speaker, and venture partner. Sarah takes us through her fascinating journey from working hands-on in healthcare to becoming a global innovator in senior living technology.

They dig into how AI is changing the game, why aligning tech with real-world needs is key, and how fostering a culture of innovation can make a huge difference. Sarah also breaks down the big trends shaping AgeTech, like tools for financial health, independent living, better caregiving, and healthier lifestyles, and what’s next for senior living communities.

If you're curious about how tech is improving aging, caregiving, and everyday life, this episode is full of real talk and big ideas.

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Transcript

Matt Reiners: Welcome back. I'm excited for another episode of raising tech with the Sarah Thomas CEO, global age tech expert, keynote speaker, venture partner. Sarah's legit. Probably one of the most legit people I think of when I think of age tech and really just this overall space I've gotten to know Sarah over the years, whether, she's sat on panels together, I've [00:01:00] sat on boards together and Sarah's just

probably one of the coolest, most amazing people I would want to say in this industry. So no pressure for this conversation here, Sarah. I'm so happy to have you on here. thank you for making the time for us today. 

Sarah Thomas: Thanks for having me, Matt, the feelings mutual. we should have fun as we always do.

Love talking aging and age tech. 

Matt Reiners: Hey, yes. It's 60 percent of my conversations, I think at times. Doing it with one of the best here. It's an honor. So Sarah, I highlighted a few of those things, one place I always like to start with new guests is what is your story and how did you end up in senior living or age tech?

Sarah Thomas: Yeah. So I have a unique journey cause I'm a. clinician by background. I'm an occupational therapist and I realized early on in my career that I became a professional problem solver. I always wear my OT lens when I'm looking at anything, whether that was in a clinical setting, helping a patient, meeting them where they're at, and setting goals with them, and trying to get them where they want to go.

as an occupational therapist, that's what we do. We're just problem solvers. How [00:02:00] can we see people where they're at, meet them where they're at and help them get where they want to go. the journey makes sense when you look at my beginning, because I started very quickly realizing that products.

That were being built for senior living and for aging services or how we age. Just really, we're not accessible. We're not beautiful. We're siloed and we're really problematic. I started giving feedback and running pilots That led me to fast forward to leading global innovation for Genesis Healthcare and Genesis Rehab Services.

I designed their innovation center in China. Any new technologies we were going to vet or pilot or trial, I had my hand in designing that and I designed the innovation center to have this healthy living lab that was a smart home environment and voice first technology Create an accessible environment as well as in home and community based products and services that the consumer could use to extend the reach of services from the hospital to the clinic, to the home [00:03:00] and really started creating some of the very first smart living environments that there were globally and really spearheading that.

And at the same time I positioned at Aging 2. 0 when we first launched Aging 2. 0. It was a small of us in San Francisco. I was the executive in residence sitting with Genesis running this, organizational change and shift in innovation. But at the same time, looking on behalf of the groups that were joining aging 2.

0 from the consumer purchasing side or from the enterprise side. So large senior living operators, long term care insurance providers, large aging service related products and services, enterprises that were coming in trying to say, what is in the landscape that's coming? What's innovative? What technologies are out there?

And so I sat at the intersection of the buyer or the large senior living operators and the large enterprise organizations as well [00:04:00] as advisor to the startups. We ran an incubator for 2 years called the Academy. I helped to advise through that. I was advising these products and services for a very long time, but really dove into start up advisement and a specifically age tech.

How can we help with go to market strategy investment strategy. What are people going to actually use and why at the individual level as well as at the large systems level translating what a startup needs to do with what an operator or large buying entity really needs and the problems that they're trying to solve.

how can we bridge those which brought in the third leg To this ecosystem was the venture side of things. investors want to know what is receiving traction in the market, what product is good and why, what team is going to succeed and what should we invest in and at what stage.

And so I was advising through aging 2. 0, these three sectors. And as we transitioned and sold aging 2. 0 I spun off a consulting [00:05:00] firm delight by design. And so when you mentioned, I know, we work together in projects as well. I still advise in those 3 categories. So I advise the age tech startups.

I help the operators understand innovation through. A human centered design perspective. What are they trying to get to? How are they trying to evolve their business? How are they solving challenges today? And where do they want to go? What is the problem they're trying to solve? And how can we help them get there?

what solutions are out there? Both large enterprise tech solutions as well as Individual technologies or startups can match this problem area through that human centered design perspective. What is the experience we're trying to create for the older adult, the caregiver, the prospect, our staff members, our culture and our community?

What are we trying to create and what services are out there to match that? when we see traction in the marketwe want to invest I'm a venture partner with H tech capital, and we invest in early stage, series a stage [00:06:00] companies.

We're still working on closing our fund, but we have made a few investments and we have specific categories that help accelerate this startup world and get solutions into the market in a meaningful way. that's what I do today. And where I came from to get here.

Matt Reiners: I think the natural follow up question is when do you sleep, Sarah? it's cool to hear of your journey, especially with this clinical lens and now able to provide so much value and help, quality of life which is so cool. I'm wondering if you look back at this past year in 2024, were there any standout trends in age tech that surprised or excited you the most?

Sarah Thomas: We'd be remiss if at some point we're off 10 minutes in that we didn't talk about AI. I Really it's at the forefront. I lasted 10 minutes before I said, I 

Matt Reiners: was impressive. 

Sarah Thomas: was impressive. as technology accelerates and we have, we wake up and we have. Tools that are fingertips that we didn't have yesterday, then it truly enhances what we're building and how we're creating today, it also allows [00:07:00] us to create meaningful change for tomorrow.

And I think 2024 was transformative, whether we were looking at. Just a simple consumer based chat, QPT and whirling to create a more efficient day for ourselves by asking it those challenging questions and getting cited resources quickly making our day go a little faster or seeing operators take Big data lakes, huge sets of information large manuals, just their HR manuals, and creating a chatbot that can automatically filter a manager on duty and answer any questions so they don't have to call their supervisor on the weekend, they have it all at their fingertips.

Because now can aggregate data and predict what the needs are and respond to the questions just so much faster. I have this categorical trends that we're seeing in investment and an impact, but I would say the tech trend that transformed 2024 for sure is where AI has enhanced what we [00:08:00] do. 

Matt Reiners: It's pretty amazing to think, I was reflecting on this the other day of how I use AI, in my own daily workflows, I am able to get so much more done than it actually like sounds better than I think I would have put out into the world. I forgot what work was like before that.

2024 is the year of AI really establishing a foothold that much more. And I'm wondering if there's any, areas of growth or innovation on the other side of it, like that underperformed compared to expectations. 

Sarah Thomas: I think that it's not the tech that's underperformed.

I think it's sometimes the mismatch of expectation of why we're getting into something. Because I do a lot of pilot guidance and creation of these experiences with the operator, the senior living operator sometimes has to work together with their stakeholders to define what it is they're trying to do.

Are they trying to create a marketing splash and have a great PR buzz Set that goal, set that expectation, and then work with that partner, whoever it is, or [00:09:00] that provider of solution. And make a splash. Just make, make the incentive to move in here because we care about innovation.

If that's the message then we should just do that. the goal is to create incremental change. In a way that's sustainable with a culture of innovation that accepts problem solving and failure you might have a year where everything you tried failed but it's not a failure if you actually know what the business use cases that you're intending, what value you bring to that experience, even while piloting and that you have a long systems change and culture change as the end goal for transformative ways of thinking and changing the culture of innovation, which takes longer than a splashy campaign.

I wouldn't say that necessarily is a technology that failed, but sometimes I think we get excited. To create change and it's top down and it's not necessarily getting from the ground up a full buy in and it appears to [00:10:00] fail, but actually what's failing is a mismatch of expectation from the get go.

that's where I think the greatest challenge has been this year is setting right expectation with vendor, partner and provider to make sure you're aligned. 

Matt Reiners: Yeah, I would agree wholeheartedly. Just based on this new rule, getting this, Greater picture of the overall technology landscape.

This technology culture, I think some people, want to be innovative for the sake of sales and marketing. Definitely a couple of providers come to mind when I think about that, but it's also just from the top down, how are you embracing technology culture?

how are you really just keeping that at the forefront and understanding the needs of this ever changing market and Making sure you're preaching that, right? There's been so many times I've seen us go in where the past CEO might've been anti tech still doing everything on paper they want to be innovative, but there's a foundation they need to create in order to do and yeah, it's this disconnect between the vendor, the tech vendor that's has expecting one thing. And the provider, I go in there and their wifi is not working. how do we align those [00:11:00] expectations? looking forward, Sarah, how do you see the age tech landscape evolving and what other key trends should innovators and investors be watching closely?

And I will say you're allowed to say AI in this too, if you want 

Sarah Thomas: we're not, 

Matt Reiners: you're not charged by every time you say it. So I just want to acknowledge that, but yeah, 

Sarah Thomas: I mightpenalize myself, but yeah, 

Matt Reiners: there you go. 

Sarah Thomas: What I like is that. the market and the industry is starting to look differently at change and is a little bit more open.

Matt, you and I are on a board together, and I remember there's 2 instances, even in the last couple of months where some folks on the board are not as innovative or technology savvy, or they're afraid of technology, but we were talking about who's going to take notes at this meeting and how are we going to get the agenda together.

and it was as simple as just adding a connected note taker into our meetings so that we have summary of follow up and summary of what happened and just simplifying that workflow. it's as easy as that. 

We could shut it off next call if you don't like [00:12:00] it. But that aha moment where you realize, oh my goodness, My life just got so much simpler. I can be engaged and pay attention and I can focus so that it will be someone else, this bot is taking the notes and then we'll follow up with the takeaways.

That's really powerful to have this transformational thinking. There are new categories in HTEC. at HTEC Capital, we look at financial well being independence and connected living. How do we keep people where they want to be longer, including in our senior living environments?

How do we keep them healthier, happier, and more independent, in the setting they choose empowered health and vitality is another category that we're looking at and it's really making a much more informed consumer understanding our healtheating habits sleeping habits weight hydration and health and nutrition and wellness and where that is impacting our own health.

Health and vitality and where do we actually have some ownership as individuals [00:13:00] at every age around our wellness and our well span and our health span, not just our life span. And I think that trend is certainly there and there's tech laced within each of these that are finally, transformative.

The 4th category that we're really diving into. And H tech capital, but we see across the senior living continuum is also the caregiver 2. 0. how are we engaging family caregivers in a different way? How are we engaging or promoting our staff and our partners in a different way? You ask me when do I sleep? It is my responsibility to make sure my life's work is my passion. I don't have a job. I have a passion, and it just carries me through life. But if I don't set boundaries around when I sleep how I move exercise, or socialize, then I won't be, responsible for my own healthy living and the caregiver can burn 

out. how are we attracting a different workforce, retaining a different workforce, educating and [00:14:00] supporting for their own health and well being? How do we automate things to augment the workforce and workday? How do we replace certain elements of the job with automation robotics or technology so that more meaningful interaction can occur?

More daily human interaction can occur where some of the administrative tasks can be offloaded. Where are we creating better efficiencies and support for our caregivers? these are four categorical trends that I look at that have been looking at that we invest in. And I think that technology is finally ready for, each of those categories a little bit more.

Matt Reiners: I love how you guys are thinking through that with the different categories. I'm wondering if in those categories, you're anticipating any significant breakthroughs or significant challenges. 

Sarah Thomas: So each a little bit different. in the past financial wellbeing was just FinTech and looking at FinTech from every age and not necessarily how are we adding decades to our lifespan and being financially [00:15:00] healthy at the same time?

What are we doing to keep people. Gainfully employed a decade longer or having the ability to use the gig economy to engage in meaningful and potentially, revenue generating activity. How are we looking at reverse mortgages and estate planning differently?

So there's lots of opportunity in there. I think independent living. In the past, for instance, a smart connected home was never connected. It was one tech over here, one tech over there. The light works this way. There's a voice that's going to control that. I have to be very careful because I have many voices that I can talk to in this home and they'll all do something.

Matt Reiners: Yes. 

Sarah Thomas: So I'm not going to say anything to my environment because It's smart, but sometimes it's smarter than me because it's not entirely connected. The new technology needs to be integrated and needs to talk to each other, needs to be open so that it can communicate and integrate with each other.

that's for everything. That's the wearables, home accessibility and smart home features. Really, anything that touches our [00:16:00] experience in a day should integrate with the other things. I've always talked about this in my keynote addresses when I first moved to Silicon Valley, I felt like the younger generation of technologists and entrepreneurs were creating a replacement for mom and they were looking at everything.

Do my laundry, book my food, drive me where I'm going, and I want everything as convenient as my parent handled for me when I was being taken care of. And now I want the accessibility, the affordability, no affordability like living with your parents, but there's still the accessibility, affordability and continuity that occurred anticipating my needs, so now there's no better time than now than taking those technologies that were designed to, we'll say, replace a caregiver and support as a caregiver to those who are aging.

As we are getting older, we still want convenience and accessibility, and maybe we need it. Maybe we need transportation. Maybe we need [00:17:00] support for our meal planning or our med management. Or our ambulation or mobility, and yet before it was of convenience, and it could now be out of necessity, but either way, we're allowing greater accessibility to technologies.

So I think the connected environment and connected experience is what's. transformative around what's coming. I think it's finally consolidation. Sometimes that's where the investment lens is too. you've been a part of this PE firm comes in and takes multiple technologies and, okay, we're putting these together now and the solution is going to be connected.

So I think we're at an exciting time to see some change happen that's a little more connected than it has been. 

Matt Reiners: Yeah. I would say one of the things I've seen, to your point about PE coming in and consolidating, it's inevitable, and all these isolated vendors in their own silos, wanting to integrate with one another.

Some play better. In the sandbox and others but like coming in and really doing that and trying to make it super simple for the end user is the goal they're all striving for. to your point that could be the investment play right there. I have seen that happen.

Been a [00:18:00] part of that. Because more and more of these people are looking at these demographic shift and want to try and go and get involved in it. I'm curious what advice would you give to startups entering the age tech space?

it's such a delicate, Industry, right? the advice could be anywhere from navigating the clinical complexities, the regulatory challenges, or even just fundraising as we look into this next year.

Sarah Thomas: So the biggest recommendation I could make for a new startup founder is to surround yourself with people who know the areas you do not. Almost every. founder has a really powerful personal story. Someone fell in their life. Someone died in their life. Someone had a less than perfect experience in an aging related situation.

these technologies are now a solution to a problem they felt personal, personally. And I think that we need to then look at surrounding ourselves with [00:19:00] advisors and other subject matter experts in exactly that, in the clinical, in the reimbursement, in the regulatory.

In the consumer experience, it's overused, but really nothing about me without me. We should not be building anything without the end user at the table. It just should not be it. So get when I say bring every stakeholder into the room, subject matter experts. And so what we're trying to do is we're trying to make sure that the consumer product expert is the person you're trying to serve and bring those individuals to the table, whether it's a consumer product or going to touch the life of an older adult, don't only get the adult child involved, who might be the purchaser, but the person who has to use it is going to hang your little trinket on the side of the bed and never wear it.

And so whatever it is that you build, everyone that has to touch it in order for it to benefit them or benefit you. Touch it in order for you to succeed as a business should be at the table in some form during the [00:20:00] development phase so that you're not a year in having spent a ton of money without the right resources at the table.

Matt Reiners: Yeah, that really falls in line with I tell people you say it way more eloquently and smartly, but mine is just maximize conversations with your end user, the person that would be using the product or potentially buying the product because you'll learn so much. I've seen too many times people try and build a product behind closed doors 

assuming they're creating the greatest thing in the world, release it and then are surprised why no one's using it or buying it. you gotta have these people have a seat at the table for what you're trying to do. And with that, I think again, people are seeing these demographic shift, investors are getting very excited.

Some of these bigger companies are getting very excited about it and trying to expand their portfolios in the aging space. And I'm curious what you would say to investors, what criteria should they prioritize when evaluating potential age tech companies or solutions? 

Sarah Thomas: I think on the investment side, for me it's not just the product, it's the timing. It's who needs this [00:21:00] now and where is this headed? Sometimes some really great technologies have come out but the market just wasn't ready for it yet.

it's understanding the market needs as well as the technology capabilities. it's not just about product, that's only a piece, it's about the team, it's about the people. How is that team bringing together the expertise that they don't have? How is that team really committed?

Are they just looking for a quick exit? Are they only used to SaaS from Silicon Valley and they're just not gonna, That ride this storm that sometimes occurs in senior living This is a commitment. I'm not going anywhere. I've been in H tech for 25 years, but there are some people who are typically in Fintech or SAS.

Sales and they pop in and pop back out. It's not fast enough for it. And you have to vet that when you're doing diligence. I think on the investment side. getting the right experts around the table for the diligence. I see some funds. Not understanding this market at all.

They see as you and I [00:22:00] do maybe why some entrepreneurs enter. They say, Oh, my goodness. Do you know how many people turn 55 every single day? he shows dollar sign doesn't show impact or change or quality or caring. And you're not going to survive this if you didn't come in this for the right reason and make impact in and transform how we all age, if you're not on the mission in it with the right heart space, this is not going to last for that company or that product we can do good in the world.

And I think the more we're creating impact, we're able to then also generate revenues. some of the investors right now are, we are the shiny object. H tech suddenly is on their radar and they're going by this one has a great marketing campaign. And I hear there are falls in senior living.

You're like, okay, yes, this is one area. But how do you then vet? To the next level, and it's not necessarily the Silicon Valley Sand Hill Road analyst. That's analyzing a [00:23:00] different sector. That's going to analyze this and understand the true need impact and investment opportunity.

I would say, take a next step in understanding the end consumer. The older adult, the family, the psychology and the dynamics of caregiving in America, or globally, and also then the infrastructure that they're, and the industry that they're entering into, if it's a product or service that's going to impact senior living, understanding the crunch that senior living is going to have.

Is in regulatory reimbursement wise occupancy wise understanding that market is you cannot invest in a product expecting the operators to be the end user and the purchaser because you think it's a good idea. They may not have any means to pay or utilize that service or technology. truly understanding.

The stakeholders and the industry involved helps make more successful investment opportunities. 

Matt Reiners: Yeah, it makes sense. I've had people like [00:24:00] investors reach out to me based on my LinkedIn game and assume we had it all together 

you got to do a deeper dive than that and I love one of the things you said doing good for the world will allow us to do well. I always love talking about H tech in that way too, 

Cause you can help people improve quality of life and also create a business around that. That's beautiful to me. And one of the things you mentioned in your title being a global age tech expert, I think at times we get too stuck in the U S and what's happening here, but I'm wondering how you think the aging experience is shifting globally?

And really what role do you see technology placing and addressing cross culture or regional differences in aging care? 

Sarah Thomas: Yeah, and I think that, goes back to my last answer to, but I am very involved globally. So China spent 5 years helping with the innovation center and our in home and community based product with Genesis spent 2 years in Japan and helping seismic commercialized, which was a powered clothing company that.

Augmented human strength and performance with robotics. The European market. I am on several [00:25:00] boards and have made investment into the European market as well. Israeli market helped several companies as well and looking at. Looking at the global aging perspective, how are we improving longevity and health span?

How are we looking at our own inherent biases around aging and our aging process? What is beautiful? What is sexy? What is functional or independent? what keeps us motivated and what drives purpose for us? What, Keep this is engaged in community or in meaningful roles. All these things are finally being looked at globally.

how do we pay for and create infrastructure for supporting healthy living longer? this is a global issue. It might have been a China issue first. we have these additional countries that are, quick to follow with the necessity. we're at a different time and a different opportunity to look at.

Innovation in a global way and then localize it. what happens and [00:26:00] works in one place may not be the exact replica in another. startups who want to come into the U. S. because it worked for them in another country. really have to understand the Buying pattern.

who is the buyer of this product? Who is the end user of this product or service in the U. S. And vice versa. What worked within our health system within our payment and reimbursement model within our ability to reach consumers through advertising may not work at all in the same way in a different manner.

System or different country landscape. And so it's taking that product or service that worked somewhere that you trial that you decide a user can benefit and then bringing it without superimposed ideas and learning from that environment, that new user, that new group, what and how might they use it in a different way to transform that?

The good thing about it. Globalization is that we're finally able to share information a lot easier and share success [00:27:00] stories and failures a lot easier than ever before. Telehealth allows us into someone's home to perform pretty advanced care compared to what we've been doing before, but also just telecommunication allows us to share information, success stories, research in a different way.

I think The big topics around healthy living, wellness, longevity, prevention. And systems change to support how we age in a more engaged way in a healthier way. I think it's finally at the forefront and technology in certain sectors, may it be retail Healthcare FinTech or just general consumer technology use and those trends now can transform how we age in the place of our choosing in the home of our choosing and in our senior living environment as well.

I think we're seeing that globally and the communication improve that.

Matt Reiners: yeah, it's so crazy to think about that global view to it. And it's interesting cause I keep seeing some of these technology companies popping [00:28:00] up outside of the U S and starting to break into the U S market and bringing some of the best practices it's really cool to see.

as a thought leader and venture partner in the longevity market, what is your vision for how the age tech industry can accelerate its impact the next three to five years? 

Sarah Thomas: I think that the ability to accelerate is going to come from the ability to partner and collaborate.

I see so many cool solutions that are separate and I put them in a room and they don't see how they relate until I have a conversation around the architecture of collaboration and suddenly this new thing is the product that is going to transform the market they'll come to me after and say, I saw them at conferences, but I never thought to talk to them.

I would have thought that we're competitors, or I would have thought that we're unrelated. And now, together, the solution is so much more powerful. Why did we not do this from the start? And I see hope in that, because regardless of Investment or PE consolidation, there's opportunity for connection and collaboration [00:29:00] through licensure through just partnership.

That brings a different solution to market. That's much more connected. That being said, providers also have opportunity to partner in a different way. You look at perennial consortium, payer transformation and people coming together to look at value based care differently or looking at partnership together where you have an excellent in home or in community product, a senior living product at your core, but you don't necessarily provide concierge medicine or in home and community based care.

ancillary services. where are you going for your lab, for your pharmacy, for your rehab, for your wellness consultation? Where are you going for prevention and nutrition? How are you bringing in nutrition if that's not your expertise? where are we at bringing services together that are much more holistic for the individual the, expectation of the consumer is elevating.

They want a more comprehensive and holistic view of their life, not [00:30:00] just a home and food, or maybe activities. They want more, and we are going to have to elevate that expectation. technology can help and partnership and collaboration with the use of technology can help us to elevate our delivery of solutions and delivery of experience.

I think those are the 2 categories, partnership and collaboration. With the startups as well as with the providers and using technology to help us get there. 

Matt Reiners: Yeah, I love that. rising tides lift all ships, right? And we're able to work together and making sure that we're doing that and sharing best practices, what's working, what's not working, trying to get our tech platforms to talk to one another to make the end users life that much easier.

I remember I spoke to a group where someone in the audience raised their hand and said she had 15 different apps on her phone, Requirements of her business or like her day to day. And none of them talk to one another. it hurts me. my last question for you, Sarah is what are you most excited for?

Sarah Thomas: I'm most excited for

the consumer experience that is available at our fingertips outside of our [00:31:00] work, outside of senior living, just in our own environments and it started truly with, ride sharing resources, food delivery platforms. Connected experiences that were on our watch and on our laptop and on our iPad, We dabble with them in our homes all the time. We dabble with them, we go into a store and it's become much more intuitive of an experience, much smarter of an environment. And we're seeing these things, feeling these things, experiencing these things in other sectors, in our home and in our other, Retail sectors and other environments.

You can walk into an airport now and it recognizes your face and lets you in and lets you through, depending on how smart the airport is. We're seeing these technologies infiltrate other sectors and enhance our experience. And what excites me the most is finally recognizing that those tools are available to us to heighten the experience and expectation in senior living so that we are not going to be antiquated as a product or [00:32:00] service.

We are not going to have the competition of the home and the environment be that we are left behind, but instead taking a look at just what our experience is out in the world and bringing it into the home environment we create through the communities that really serve our seniors, our older adults so well already, but making sure that we're staying relevant with all of these other experiences we live and breathe every day.

Matt Reiners: I love that. Sarah it's no wonder you're one of the leading you might be the most interesting person in our industry, I think the more that we talk. 

Sarah Thomas: So 

Matt Reiners: I just want to thank you for this discussion. I definitely learned a lot. I know our listeners will get a lot out of it and I'm just grateful.

You're in this industry and bringing your light, your passion and just helping so many people along the way. So thank you, Sarah. thank you. 

Sarah Thomas: Thank you so much. I appreciate your time.

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