Simone Kelly is the Founder and CEO of Seniornicity, a national B2B senior transition network designed to declutter and organize the fragmented senior service system into a structured Senior Ecosystem of specialized professionals. A serial entrepreneur, Simone has founded six companies across the mortgage, real estate, escrow, transaction coordination and estate services sectors successfully existing each in the private market, including the scaling and sale of Grasons as a franchise model. Her entrepreneurial track record reflects a consistent focus on building structured, system-driven service organizations. With more than 20 years of experience across lending, real estate, escrow, transaction coordination, estate sale operations and franchise development, Simone has overseen more than 1,000 property and estate-related transactions representing more than $10 million in gross sales. She began her career building a mortgage lending company, followed by a real estate brokerage, escrow company and transaction coordination firm — all operating within an integrated ecosystem model. That systems-based foundation informs her approach today: organizing complex, multi-provider environments into coordinated frameworks that improve clarity and execution. She has operated both as a franchisee and as a franchisor, scaling a single-location estate services operation into a national brand with more than 52 locations across the United States. Her experience building, standardizing and supporting multi-location systems shapes Seniornicity’s emphasis on structure, accountability and professional alignment. Throughout her career, Simone has worked at the intersection of senior housing transitions, downsizing strategy, estate liquidation and vendor coordination. She recognized that families navigating aging-related decisions often encounter a disconnected and overcrowded service landscape. Seniornicity was created to bring organization, sequencing and clarity to that space. Her areas of expertise include: • Senior housing transitions and property strategy • Mortgage and equity structuring within senior transitions • Estate sale and liquidation operations • Franchise growth and multi-location brand development • Aging-in-place vendor network alignment • Senior service system organization and standardization • Professional collaboration within senior transition industries Simone is based in Huntington Beach, California, and works with senior-focused professionals nationwide.
