Named to Senior Housing News’ Future Leaders Class of 2026, Allison Reisch leads CRM and data strategy at Vi Living and describes a leadership approach that connects analytics to people-focused outcomes.
Reisch frames CRM and data as tools to better understand prospects and support personalized, timely communication across the sales journey.
She sees demographic change, technology, social media, and rising consumer expectations as primary forces reshaping senior living over the next 5–10 years.
Future Leaders should combine adaptability, empathy, curiosity, and decision-making skills in fast-changing environments.
Allison Reisch is director of CRM and data strategy at Vi Living and a member of Senior Housing News' Future Leaders Class of 2026. She joined Vi attracted by the marketing team and the opportunity to build a newly created role focused on CRM and data strategy.
Reisch says the work appeals because it pairs data with deeply personal decisions. "Choosing a senior living community is one of the most personal and emotional decisions a family can make," she told Senior Housing News. She believes data can't replace human judgment but can help teams anticipate needs, understand prospects, and give sales teams meaningful insights that support better decisions.
Today she spends more time working with marketing, sales, operations, and executive leadership to translate analytics into business outcomes, prioritizing collaboration and helping others succeed while keeping an analytical foundation.
Reisch highlights a single guiding lesson: data and strategy are most powerful when connected to people. She warns against focusing solely on metrics like occupancy or performance indicators without considering the individuals behind each lead or move-in. Her goal is to use data to support more personalized experiences so people find the right community at the right time.
Current opportunities and challenges for senior living
Reisch identifies personalization through data and technology as a major opportunity. Prospects expect relevant, timely communication and seamless experiences. As baby boomers increasingly enter the market, providers will need to balance high-touch service with innovative technology solutions to meet evolving expectations.
She expects several forces to drive change: demographic trends, technology, social media, and consumer expectations. The growing senior population will increase demand for senior living, and prospective residents and families will want experiences comparable to those in other industries. Reisch also anticipates advanced analytics and artificial intelligence playing larger roles in identifying opportunities, improving operational efficiency, and helping prospects evaluate options.
Reisch lists four practical qualities: adaptability, empathy, curiosity, and the ability to make informed decisions quickly. She emphasizes continuous learning and challenging assumptions as technology accelerates change, and she stresses that empathy remains critical when serving older adults and their families.
Reisch's approach ties measurable analytics to human-centered outcomes. Her work at Vi Living focuses on using CRM and data strategy to make communications more relevant, support sales and operations with actionable insights, and preserve the human element in a highly personal decision process.
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