ITTH E9 - Making the Tough Choices Easier: Guidance Without the Guesswork with Greg Santini

In this episode of In The Treehouse, host Michael Conner sits down with Greg Santini to discuss his unconventional career shift from corporate accounting to running a business that helps families find quality senior care. 

Greg shares the challenges of making a mid-life career change, the importance of following your passion, and how his ministry work led him to a business that truly fulfills him.

• The Transition from Corporate to Entrepreneurship

Greg spent over 25 years in corporate accounting before realizing that something was missing. He had the skills and stability, but not the fulfillment. 

His experience is a powerful example of how even well-established professionals can pivot towards something more meaningful.

• Listening to the Signs: How Ministry Led to Business

While working as an accountant, Greg started a ministry visiting seniors in assisted living facilities. Over time, he developed a deep passion for helping elderly individuals and their families navigate difficult transitions. 

This eventually led him to discover Assisted Living Locators, a franchise that aligned with his heart’s mission.

• Navigating the Challenges of Senior Care

Finding the right senior care facility is not as simple as picking a place with good reviews. Greg emphasizes that families often don’t know what to look for, and without guidance, they can make costly mistakes. 

He acts as an advocate, helping families make informed decisions based on care needs, financial situations, and facility reputations.

• Overcoming the Struggles of Business Ownership

Starting a business is never easy—especially in a field you’ve never worked in before. Greg shares how he had to develop new skills, like networking and marketing, to grow his business. 

His financial background helped keep the company stable, but the key to success was perseverance and adapting to new challenges.

• Finding Fulfillment in Helping Others

For Greg, success isn’t just about revenue—it’s about impact. He takes pride in knowing he’s helping families through one of the most difficult decisions they’ll ever make. 

By providing a free service that connects people to the right senior care facilities, he’s able to make a meaningful difference while running a thriving business.

Greg’s story is a testament to the power of trusting your instincts, embracing change, and pursuing work that aligns with your values. 

If you’re feeling unfulfilled in your career, his journey proves that it’s never too late to take a leap into something new—especially if it’s something that truly matters.