Most of the research on the concept of “ageing‐in‐place” has focused on surveys of the needs of senior citizens and/or the quality of the services delivered to them. Service innovation for ageing‐in‐place has received little research attention, however. The present study addresses this issue by proposing a service innovation model for ageing‐in‐place. In this model, a TRIZ methodology is used to develop the parameter correspondence table, which integrates TRIZ contradiction parameters and ageing‐in‐place service‐quality determinants, to deal with service contradiction. A TRIZ contradiction matrix is then applied to generate inventive solutions for the innovation of the ageing‐in‐place service system. A case study is also conducted to demonstrate the applicability of the proposed model.