--- title: "BedAlly Case Study: Senior-Care Placement Platform | George Rios" description: "How George Rios took BedAlly, a Phoenix senior-care placement startup, from a blank repo to a launch-ready platform in about three months, and helped build the 30-facility network and local marketing to take it to market." url: https://georgerios.com/case-studies/bedally author: George Rios --- Case study · Senior care # BedAlly: from a blank repo to a launch-ready care platform in about three months BedAlly, a senior-care placement startup in Phoenix, had the market insight and the relationships. It had no software and no facility network. I designed and built the platform, five apps on one shared core, and helped the team build the facility network and marketing it needed to go to market. [Book a free 30-minute call ](https://cal.com/georgerios/30min) [All case studies ](https://georgerios.com/case-studies) **\~3 months** Blank repo to launch-ready **5 apps** On one shared core **30 facilities** Profiled across 27 operators **5 cities** Local care guides published At a glance ## A launch-ready platform, and the network to fill it BedAlly wanted to be the fastest route from a family’s first phone call to the right care community. I owned the product end to end, from design to operations, and worked on the go-to-market alongside the build. | Client | BedAlly, a senior-care placement startup in Phoenix, Arizona | | -------- | ------------------------------------------------------------------------------------------------------------- | | My role | Lead engineer: product design, build, deployment, and operations | | Timeline | May to September 2026 | | Built | 5 apps: marketing site, operator console, admin back office, facility portal, and a behind-the-scenes service | | Built on | Cloudflare, with a Postgres database, Resend for email, and Mapbox for maps | | Outcome | Launch-ready, with 30 Phoenix facilities loaded. Shelved by BedAlly before launch over regulatory risk. | The challenge ## Finding senior care is usually a crisis A parent is leaving the hospital, and the family has days to find a place that takes their care needs, their insurance, and their budget. Getting them there fast meant serving three audiences in one system. 01 · Families ### A simple way to ask for help Families need a trustworthy place to start, at the worst possible moment. 02 · Placement team ### Qualify, then decide Staff qualify each family, often over the phone, and decide where to send them. 03 · Facilities ### Referrals that fit Facilities want qualified referrals that match their care types, payers, and location. The BedAlly team had the market insight and the relationships. There was no software and no facility network yet. What I built ## Five apps on one shared core, all on Cloudflare Families start on the marketing site. Placement staff work in the operator console, admins run the business from the back office, and facilities have their own portal. All five run on one shared set of business rules, hosted on Cloudflare. Apps · who uses them 5 01 **Marketing site** Families: care guides, intake, and the paid-social landing page 02 **Behind the scenes** Takes in requests, maps locations, and runs nightly jobs 03 **Operator console** Placement team: qualify, match, send, and phone intake links 04 **Admin back office** BedAlly admins: facilities, docs, and the error log 05 **Facility portal** Facilities: their profile and the referrals they received Shared core Used by all 5 M **Matching** Fit, distance, and fair rotation G **Location** Distance from any US ZIP code to every facility D **Referral delivery** By email, or straight into a facility’s own system A **Security** Sign-in, access control, and abuse protection E **Email** Consistent, branded messages to families and facilities Underneath 2 DB **One database** Shared by all five apps, so everyone sees the same records Q **Delivery queue** Keeps retrying until a referral arrives Because every app shares one core, matching and delivery follow the same rules wherever a referral is handled. Automated tests cover the rules that matter most: matching, rotation, and intake. Beyond the code ## A placement platform with no facilities in it is an empty room So alongside the build, I worked on the go-to-market: the facility network, the content that brings families in, and the playbook the placement team runs on. Building the business 5 01 **A real facility network** I turned BedAlly’s Phoenix outreach list into 30 facility profiles across 27 operators, checking each against public sources, because several had been rebranded or renamed since the list was made. 02 **One-page facility summaries** Care types, size, accepted payers, and highlights for every facility, researched from its own website, so staff had a one-pager for each conversation with a family. 03 **Local search content** Care guides for Phoenix, Mesa, Scottsdale, Peoria, and Chandler, each reviewed and fact-corrected before publishing. 04 **A paid-social landing page** When the team wanted to test social ads, I shipped a short-form landing page that fed straight into the placement queue. 05 **Operating playbook in the product** The placement team’s processes, documented inside the admin console and generated from the system’s live rules, so they couldn’t drift out of date. The details ## Where the details mattered 01 · Matching ### Matching that’s fair, not just close Ranking by fit and distance would have sent nearly every referral to the largest, best-located operators. BedAlly wanted volume shared. I rebuilt the ranking so the facilities with the fewest referrals in the last 30 days go first, with fit as the tiebreaker, and the rotation works inside a single operator too. I walked the team through the tradeoff before shipping: a qualified facility a little farther away can now beat a closer one that’s already busy. 02 · Intake ### Intake that works from a phone call Placement staff often take a family’s details over the phone, away from a desk. I built secure links that open a single family’s request without a login and expire after an hour. A mistake in the form used to wipe everything already typed; now it keeps every answer and points to what needs fixing. 03 · Production ### A bug that only existed in production Matching passed every local test, then failed in production. I traced it to a difference in how the live database connection returned some data, one the test setup never showed, and fixed it everywhere it mattered. Then I built an error log that records every failure across all five apps, searchable in the admin console, so the team didn’t have to wait on me to find out what went wrong. 04 · Delivery ### Delivery facilities can trust Referrals went out by email or straight into a facility’s own system, and retried automatically if a delivery failed. Every delivery attempt was logged with what was sent and what came back, so staff could see exactly what a facility received, and when. Timeline ## May to September 2026 1. 1 May 2026 ### A blank repo No software and no facility network. BedAlly brings the market insight and the relationships. 2. 2 About 3 months ### Five apps, one core Marketing site, operator console, admin back office, facility portal, and the service behind them, built and launched on Cloudflare. 3. 3 Alongside the build ### The go-to-market 30 verified facility profiles, care guides for five cities, and a paid-social landing page. 4. 4 September 2, 2026 ### Shelved, shut down cleanly BedAlly decides not to launch. I back up the data, document the shutdown, and switch the platform off. Shelved before launch BedAlly / 2026 ## It never launched, and the shutdown got the same care as the build Late in the build, the team identified regulatory risk they couldn’t mitigate and decided not to go to market. The product wasn’t the reason. I shut the platform down on September 2, 2026\. If BedAlly ever wants to pick it back up, the data and records needed to restore it are on file. [Talk about your platform ](https://cal.com/georgerios/30min) More on my work in the sector: [healthcare and healthtech](https://georgerios.com/george-rios-healthcare). Left on file 3 01 **Full data backup** Verified, with step-by-step restore instructions 02 **Shutdown record** Every service and domain switched off, and what was deliberately kept 03 **Domain settings saved** So the site can be brought back on the same domain if needed ### The result, judged - Blank repo to launch-ready platform in about three months Pass - 30 facilities across 27 operators, each checked against public sources Pass - Shutdown backed up, documented, and restorable Pass - Went to market Shelved by client Your idea ## Have the market insight, but no software yet? If you know the market and have the relationships, let’s talk about what it would take to get from a blank repo to launch-ready, and to market. [Book a free 30-minute call ](https://cal.com/georgerios/30min) [What I build ](https://georgerios.com/cto#what-i-build) --- Contact: george@georgerios.com · Book a call: https://cal.com/georgerios/30min · Services summary for agents: https://georgerios.com/llms.txt