Celebrating Changemakers 2025: Meet Amy Silva-Magalhaes

By Amy Reinholds on June 18, 2025 in News Senior Living

This week’s 2025 Changemaker is Amy Silva-Magalhaes, COO of The Bristal Assisted Living, a Yardi Senior Living Suite client. Silva-Magalhaes became an executive director at just 24 years old. Today, she leads all operations across 26 locations for The Bristal. Change is nothing new to her. The key question is “what needs to change next?”

In her interview with Senior Housing News (SHN), she shares her insight into shifting perceptions of senior living, resident expectations and much more.

Read on for a glimpse into the conversation, or see the full interview with SHN.

Meet Changemaker Amy Silva-Magalhaes

SHN: In what ways do you think senior living operators need to change for the incoming generation of older adults?

Silva-Magalhaes: Baby boomers are rewriting the rules of aging — so us operators need to fully commit to redefining what senior living looks like. We need to move away from one-size-fits-all approaches and create diversified experiences that align with each resident’s personal preferences and lifestyle. Today’s seniors aren’t just looking for a place to live — they want communities that reflect who they are and support their desire for continued independence, even as their care needs evolve.

This is why at The Bristal, we’re focusing on creating a true hospitality-driven model where service isn’t just about care and support but about anticipating needs and creating memorable moments. We’re seeing in real time that when we blend compassionate care with hospitality, we create experiences that are truly enriching and fulfilling for both our residents and their families.

SHN: In what ways can senior living companies change the public’s perception of the industry?

Silva-Magalhaes: We all know that senior living communities often come into focus only when families are in crisis, reinforcing the perception that we’re a last resort rather than a positive lifestyle choice.

The general public might recognize the term “assisted living” but their understanding is often limited to outdated stereotypes or partial information.

The most effective way to shift this perception is by creating opportunities for authentic experiences before people need us. When communities host public events or intergenerational programs, people see firsthand what modern senior living truly offers — active lifestyles, engaging programs and vibrant communities that are nothing like the institutional settings they might imagine.

I can’t emphasize enough how important it is to showcase the incredible career opportunities in our field. We can’t underestimate how influential the young generations are. Educating the incoming workforce on the various career opportunities our industry offers will naturally transform how they view senior living — not just as a potential career but as a vibrant option for their own loved ones. When they experience our communities as team members, they become some of our most authentic ambassadors in shifting public perception for decades to come.

SHN: Is the senior living industry moving quickly enough to change in the ways it needs to?

Silva-Magalhaes: The senior living industry is certainly moving, but no, I don’t feel we’re adapting nearly as quickly as we need to. While there are pockets of innovation, many operators are still using models designed for residents of a decade ago, not the seniors walking through our doors today.

What’s interesting is that we’re facing somewhat contradictory demands — residents are entering with higher acuity needs than before, yet they expect greater independence and elevated services. This combination requires a complete rethinking of our approaches to both care and hospitality. If we’re going to meet these evolving expectations, our industry needs to accelerate innovation and be willing to take more calculated risks in the services we deliver.

There’s more to come

To hear how Silva-Magalhaes uses data to grow the business, watch The Bristal Assisted Living video.

Explore more Changemaker interviews with senior living innovators this summer, shared on The Balance Sheet. Sponsored by Yardi for the seventh consecutive year, the Changemakers series releases interviews in batches. We’ve reached the end of the first group of three honorees. Stay tuned for the next batch of 2025 Changemakers coming soon.