Guided by heart.
Grounded in expertise.
Our story
Built to help families through one of life's hardest decisions
Genwin Living was created to help families navigate one of life’s most meaningful and often overwhelming decisions: finding the right senior living community for someone they love.
We believe this process should feel less like a rushed search and more like a guided journey, one grounded in understanding, clarity, and care.
Our Mission
"We help families navigate senior living with clarity, compassion, and confidence by seeing the person and guiding the decision."
Every family arrives at this decision differently and every person at the heart of it deserves to be seen. Our work is to listen first, simplify what feels overwhelming, and stay alongside you long after move-in day.
Present • Honest • Trusted
Compassionate guidance
Patience at every step
Full transparency
Our Core Values
The principles we hold,
with every family, every time.
We See the Person
We look beyond diagnosis and truly understand the individual: their story, their hobbies, what gives their day meaning.
We Lead with Clarity
We simplify complex decisions and set honest expectations, explaining the things that matter, upfront.
We Do the Right-Fit Work
We prioritize what is best for the family, not what is easiest for us. We match lifestyle, not just care level.
We Follow Through
We stay involved from first conversation through move-in and the months that follow. Never a hand-off.
We Create Small Wows
We deliver thoughtful, human touches that make a lasting difference. The details no one expected us to remember.
Meet the team
The people behind your guidance
Jen Franks
Director of Advocate Operations and Client Experience
Jen Franks serves as the Director of Advocate Operations and Client Experience at Genwin, where she oversees the full client journey while building and scaling a national advocate team. With more than two decades of experience in Senior Living, she is known for her high-touch, relationship-driven approach and her ability to guide families with clarity and compassion.
In her role, Jen ensures every family receives personalized support from initial consultation through placement and follow-up. She leads and mentors Advocates in conducting needs assessments, aligning families with the right communities through due diligence, and guiding them through the decision-making process. As Genwin expands, she is responsible for recruiting, training, and developing advocates, as well as implementing a structured training curriculum to ensure consistency and service excellence.
Jen earned her bachelor’s degree in interdisciplinary studies from Valdosta State University, with a focus on art, philosophy, and psychology. She serves as a board member of the American Parkinson Disease Association (Georgia Chapter) and is the Walk Chair for the 2026 APDA Optimism Walk. Jen is also co-author of Navigating Dementia: A Family Guide to Moving Forward After a Diagnosis, published in Atlanta Medicine, the journal of the Medical Association of Atlanta.
Originally from Greensboro, Georgia, she now resides in Woodstock and enjoys traveling and spending time with her nieces and nephew, especially playing golf.
Kasey Partus
Business Development Representative
As the Business Development Representative at Genwin, Kasey focuses on building strategic relationships, identifying growth opportunities, and supporting initiatives that drive meaningful impact. With over 18 years of experience in the senior living industry, she brings deep expertise in business development, client engagement, and market expansion.
Having lived in Atlanta for more than 30 years, Kasey has had the opportunity to grow alongside the city as it has evolved into a thriving metropolitan area. This long-standing connection to the community gives her valuable local insight and a strong network, which she leverages to better serve clients and partners. Throughout Kasey’s career, she has specialized in developing partnerships, increasing occupancy, and guiding individuals and families toward the right senior living solutions. She approaches her work with both strategic focus and genuine compassion.
Kasey holds a Bachelor of Business Administration (BBA) with a specialization in Business Development and Marketing from Florida Atlantic University in Boca Raton. Her education, combined with her experience, allows her to deliver results while maintaining a people-centered approach.
Outside of Kasey’s professional life, she is married with two children and two young grandchildren. She enjoys staying active through swimming and working out, and also has a passion for decorating and shopping. These personal interests, along with her strong family values, further inspire her commitment to helping others find the right care and support for their loved ones.
Ready to take the first step?
Start with a free, no-pressure conversation. We’re here whenever you’re ready.