Nobi is entering a pivotal chapter in the United States with the appointment of Shelley Esden as CEO of Nobi USA. With more than 25 years of experience in senior living, she brings a rare depth of operational insight and a profound understanding of what communities, caregivers, and residents truly need to thrive.
To mark the beginning of her leadership, this interview shares Shelley’s own perspective on her decision to join Nobi, the urgency she sees in the industry today, and the vision she brings to the future of care in the U.S.
Her reflections offer an early look into the mindset guiding Nobi’s next chapter
- Shelley Esden, CEO Nobi USA
What prompted your move from senior living operations into care technology?
After decades in operations, I saw communities doing everything right — and still hitting limits. We optimized staffing, workflows, training… but margin pressure and rising acuity were outpacing what traditional operations could solve. That realization was unsettling. I started looking outside the four walls of the community for answers.
When I found Nobi, it felt different. Not “more tech,” but technology built around the real rhythm of care. It aligned with everything I believe: that technology should reduce burden, not add to it, and that dignity and safety must be non-negotiable.
Why is this the the right time - for you and for Nobi - to step into the CEO role?
The industry is at a tipping point. The question is no longer whether we need intelligent fall detection and AI-driven care support — it’s how fast we can implement it in a way that actually works.
My operational background matters now more than ever. I understand workflows, pressure points, and the realities care teams face — the bottlenecks, the emotionally heavy nights, the constant operational pressure. This is the moment for leadership grounded in the field, not outside of it — and for technology that finally meets care where it happens.
What does this role mean to you personally and professionally?
This role is personal. It’s the culmination of a lifelong commitment to care. I grew up watching my mother care for others with pride and tenderness — often with too little support. Years later, I watched her become a resident in a system that struggled to give her consistency and calm she deserved.
Those two versions of my mother — the caregiver and the person receiving care — defined my belief that dignity must be protected by both compassion and dependable systems.
Professionally, this role allows me to bring together decades of operational experience with a deep sense of purpose. I’ve always believed that meaningful change happens when heart and structure work together. As CEO, I get to lead with both.
What's the biggest opportunity you see for Nobi in the US Market?
Shifting the conversation from “technology as a tool” to “better systems.” Operators don’t need more devices or dashboards — they need intuitive, integrated solutions that prevent crises and simplify care, giving caregivers more time with residents.
Nobi was built to do exactly that — integrating AI-powered prevention, real-time insights, and effortless communication into the natural flow of care. When technology belongs, adoption follows. And when adoption follows, outcomes change.
What impact do you hope residents, caregivers and leaders will feel?
For residents: a deeper sense of safety and respect.
For caregivers: more confidence, less overwhelm, and more time for meaningful connection.
For leaders: systems that bring clarity, stability, and measurable improvement.
When predictive insights meet clean workflows and a care-first mindset, everything shifts: days get calmer, teams get stronger, and care becomes what it was always meant to be — consistent, dignified, and deeply human.