Charlotte, NC | February 10, 2026
SenioROI today announced the appointment of Tripp Higgins as Strategic Growth Executive for Validify, its CRM data optimization product built exclusively for the senior living industry. The hire marks a significant step in SenioROI’s continued investment in enterprise growth, partnerships, and industry education around CRM data quality and performance.
Tripp brings more than two decades of senior living leadership experience across sales, marketing, and revenue strategy. His background includes community-level sales and marketing leadership as well as executive responsibility as a Chief Revenue Officer, giving him a comprehensive view of how CRM data directly affects occupancy, forecasting, and team execution.
“Tripp understands senior living from the inside out,” said Mark Ingram, CEO of SenioROI. “He has carried the weight of occupancy targets, managed complex sales organizations, and dealt firsthand with the consequences of unreliable CRM data. His experience and credibility elevate how we engage the industry and how we help operators think differently about the role data plays in growth.”
Validify was created to address a problem senior living organizations have long accepted as unavoidable. CRM data degrades quickly, reporting becomes unreliable, and teams lose confidence in the systems meant to support them. Validify takes a continuous, subscription- based approach to CRM data optimization, ensuring data remains current, usable, and aligned with real operational workflows.
“Senior living teams are being asked to make high-stakes decisions with data they do not fully trust,” said Tripp. “That reality creates friction across sales, marketing, and leadership. Validify reframes CRM data as something that requires ongoing care and accountability. When the data is right, teams move faster, leaders see more clearly, and organizations operate with confidence.”
In his role, Tripp will focus on expanding Validify adoption among enterprise and regional operators, developing strategic partnerships, and leading education efforts that challenge long-standing assumptions about CRM data in senior living. His work will center on helping organizations connect data quality directly to performance, accountability, and revenue outcomes.
The appointment reflects SenioROI’s broader mission to bring clarity, transparency, and measurable ROI to senior living sales and marketing through better data and smarter strategy.
For more information about Validify, visit www.senioroi.com/validify.
To connect with Tripp Higgins, visit linkedin.com/tripphiggins.
About SenioROI
SenioROI helps senior living organizations improve sales and marketing performance through better data, clearer attribution, and measurable outcomes. Working with enterprise and regional operators, SenioROI focuses on turning CRM data into a reliable foundation for decision-making and growth. SenioROI is the creator of Validify, a CRM data optimization product built specifically for the operational realities of senior living. To learn more about SenioROI contact us today.