Trending: Earthquake experts lay out latest outlook for the ‘Really Big One’ that’ll hit Seattle, an online directory designed to help families find nursing homes, retirement centers and other elder care facilities, has raised $3 million in startup capital. Led by former Microsoft and All Star Directories marketing executives Chris Rodde and Jay Goldstein, the three-year-old company plans to use the cash to fuel a national expansion.

“Business is going great as earlier this year we landed national contracts with the three biggest, national providers in our space,” Rodde tells GeekWire. “This has given us the opportunity to expand into new metropolitan markets.” currently operates in 30 metro markets, including Seattle and San Francisco. A classic lead generation service, the three-year-old company gets paid when it passes qualified leads to the elder care facilities.

“In the markets in which we operate today, we’ve seen great demand for our services by seniors and their families, at a time when many families are faced with making difficult choices without the advantage of advanced planning,” said Rodde.

It is an area that has attracted some entrepreneurial activity in the past in the Seattle area, most notably via A Place for Mom. That company, led by Pamala Temple, sold to private equity giant Warburg Pincus last year for an undisclosed sum.

Total financing in now stands at $4.6 million. Investors in the company — which represents more than 3,300 providers in the U.S. —  include MentorTech Ventures and individual angels.

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