Agrace Hospice

What Agrace Hospice does

Agrace is a nonprofit, community-supported hospice and healthcare organization founded in 1978 in Madison, Wisconsin. It is the largest hospice provider in Wisconsin, serving more than 1,600 patients and clients daily across southern Wisconsin and into adjacent areas of southeastern Minnesota and northeastern Iowa through eight regional offices and a Madison campus with an inpatient unit, residential hospice, Adult Day Center, and Grief Support Center. Its core service lines include hospice care (home, inpatient, residential), palliative care, adult day services, pediatric hospice (Agrace for Kids), dementia support, grief support, advance care planning, and a specialized We Honor Veterans program.

The organization's underlying technology is centered on the Epic electronic health record system for clinical documentation and care coordination, supplemented by a Skills Lab with simulation equipment for hands-on clinician training. Agrace runs an interdisciplinary Circle of Care model — registered nurses, social workers, spiritual counselors, CNAs, pharmacists, volunteers, and physicians — delivering care predominantly in patients' homes (95% of hospice services) and through partnerships with 150+ long-term care facilities. Newer initiatives include the Ellen & Peter Johnson Dementia Village, a $40 million Hogeweyk-inspired memory care community that broke ground in May 2026 and is slated to open in September 2027.

Agrace generates revenue primarily through Medicare and Medicaid hospice per-diem reimbursements, private insurance hospice benefits, palliative care consultations, and Adult Day Center fees ($105–$137 per day). The cost base is partially offset by philanthropy: a $15 million Care for All endowment generates up to $750,000 annually for charity care, four thrift stores in Madison and Janesville contribute proceeds to the mission, and a $30 million community capital campaign is funding the Dementia Village. The organization holds SAGECare Platinum LGBTQ+ certification, is a We Honor Veterans Level 2 partner, and is a member of the National Partnership for Healthcare and Hospice Innovation.

Name

Agrace Hospice

Legal name

Agrace

Website

https://agrace.org

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Agrace is a nonprofit hospice and healthcare organization, founded in 1978 in Madison, Wisconsin, and the largest hospice provider in Wisconsin. It serves more than 1,600 patients daily across southern Wisconsin with hospice, palliative, adult day, pediatric, dementia, and grief support services.

Ownership category

akta.pro rank

Product category

Hospice and Palliative Care Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Nursing and Residential Care Facilities (623), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Assisted Living Facilities for the Elderly (623312)

SIC

Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051)

akta.pro primary industry

In-Home Hospice Nursing Visits (RN/LPN) (HSABAFAL)

akta.pro secondary industries

In-Home Hospice Aide & Personal Care (Hospice ADL Support) (HSABAFAK), Hospice Care Coordination & Interdisciplinary Team (IDT) Case Management (HSABAFAJ), Residential Hospice / Hospice House (Facility-Based) (HLADAHAC), Hospice Care in Assisted Living / Residential Care Facilities (HLADAHAE), Bereavement, Grief & Family Support Services (Hospice-Linked) (HLAFAEAO), Bereavement & Grief Support Services (Family Aftercare) (HSABAFAI), Bereavement & Grief Support Services (Hospice-Affiliated/Independent) (HLADAHAL)

Keywords

• Hospice care services
• Palliative care services
• Dementia care support
• Grief counseling services
• Adult day services

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Medicare Hospice Benefit: Hospice care is covered by Medicare for eligible patients (those with life expectancy of 6 months or less seeking comfort care). Coverage includes nursing visits, medical care and medicines related to the terminal illness, medical supplies, equipment, and inpatient hospice care when needed.
2. Medicaid Hospice Coverage: Hospice care is covered by Medicaid, similar to Medicare hospice benefit.
3. Private Insurance: Most private health insurance plans have a hospice benefit that covers Agrace's services.
4. Palliative Care Consultations: Medicare, Medicaid and most insurers usually cover palliative care consultations including follow-up visits. Patients may have co-payments similar to doctor office visits.
5. Adult Day Center Services: Daily fee of $105-$137 includes meals, activities, services and medication administration. Additional fees for showers ($50) and foot care ($25). Most clients pay privately with potential assistance through ADRC, Area Agency on Aging, or VA.
6. Community Donations - Care for All Program: Donor-funded Care for All program offers financial assistance to patients who cannot afford care. Community donors have given $15 million to an endowment fund generating up to $750,000 annually for patient assistance.
7. Agrace Thrift Stores: Four thrift stores in Madison and Janesville selling donated merchandise. Proceeds support Agrace's nonprofit mission of palliative care, dementia support, hospice care and grief support.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Agrace is a nonprofit hospice and healthcare organization that delivers hospice care, palliative care, dementia support, and grief support to people who are aging, seriously ill, dying, or grieving. Care is delivered in homes, nursing facilities, an inpatient unit, a residential hospice, an Adult Day Center, and a Grief Support Center, supported by an interdisciplinary Circle of Care team and 24/7 nursing access. The portfolio also includes pediatric hospice (Agrace for Kids), advance care planning, the We Honor Veterans program, thrift stores, and the planned Ellen & Peter Johnson Dementia Village.

Product overview

Agrace is a nonprofit hospice and healthcare organization offering a coordinated portfolio of services for people who are aging, seriously ill, dying, or grieving. The core offerings include Hospice Care (delivered at home, in an inpatient unit, or at a residence), Palliative Care for symptom management during serious illness, Adult Day Center for seniors needing daytime support, Dementia Support Services, Grief Support Center, and Agrace for Kids (pediatric hospice). The organization has recently announced the Ellen & Peter Johnson Dementia Village, a first-of-its-kind Hogeweyk-inspired memory care community. Additional services include Advance Care Planning, the We Honor Veterans program, and Thrift Stores whose proceeds support the nonprofit mission. Services are delivered through regional offices across southern Wisconsin.

Differentiator

Problem solved

Functional benefit

Products and services

• Hospice Care End-of-life care for adults and children with serious illness and a life expectancy of six months or less, focused on comfort rather than cure. Services are delivered wherever patients live, including private homes, family homes, assisted living, and nursing facilities, through an interdisciplinary Circle of Care team. Reimbursement is covered by Medicare, Medicaid, and most private insurance plans.
• Palliative Care Specialty palliative care consultations for adults living with serious, life-altering illnesses at any stage, focused on relieving symptoms, pain, and stress alongside curative treatment such as chemotherapy. Covered by Medicare, Medicaid, and most insurers, with possible co-payments similar to doctor office visits.
• Adult Day Center Certified adult day care service for older adults, including those with dementia or cognitive decline, providing a safe and supportive environment with companionship, mentally stimulating activities, physical activities, nutritious meals, and medication administration. Daily fee of $105-$137 includes core services, with additional fees for showers ($50) and foot care ($25). Minimum two days per week attendance; certified by Wisconsin Department of Health Services, Division of Quality Assurance.
• Dementia Support Services Programs supporting individuals living with Alzheimer's disease or other types of dementia and their family caregivers, including care consultations and guidance for families navigating memory care.
• Grief Support Center Community-based grief counseling and emotional support for adults and children after the death of a loved one, open to all community members regardless of prior connection to Agrace. Services include one-on-one counseling, support groups, grief education, spiritual support, Service of Remembrance, and memorial dedication events at the Fitchburg, Wisconsin center.
• Agrace for Kids (Pediatric Hospice) Specialized hospice and palliative care for children birth to age 20 with life-limiting illnesses, including cancer, neuromuscular disorders, congenital anomalies, heart disease, and genetic diseases. Services include home visits, medication management, equipment and supplies, 24/7 phone support, and family support.
• Advance Care Planning Service helping individuals document their healthcare wishes through advance directives, including power of attorney for healthcare, living wills, and DNR orders.
• We Honor Veterans Program Level 2 We Honor Veterans partner program providing individualized hospice and palliative care to veterans through recognition ceremonies, Vet-to-Vet volunteer matches, and coordination with VA benefits and partner organizations such as Badger Honor Flight and VetsRoll. Staff receive military culture training through the Madison Vet Center.
• Agrace Inpatient Unit (IPU) Hospice inpatient unit at the Madison campus providing acute, homelike care for patients whose symptoms cannot be managed at home, with private rooms and patios. Also available at select contracted hospitals within the service area.
• Hospice Home Care Hospice care delivered wherever patients live—private homes, family homes, assisted living facilities, or nursing facilities—through partnerships with more than 150 long-term care facilities across southern Wisconsin and select areas of southeastern Minnesota and northeastern Iowa.
• Agrace Residence Residential hospice at the Madison campus offering comfortable private rooms with garden and woodland views for patients who choose to live there while receiving hospice care.
• Agrace Thrift Stores Four resale stores in Madison and Janesville offering gently used clothing, furniture, and home goods, with proceeds supporting Agrace's nonprofit mission of palliative care, dementia support, hospice care, and grief support.
• Ellen & Peter Johnson Dementia Village at Agrace

Quantifiable outcome

• Nonprofit hospices provide 10% more nursing visits, 35% more social worker visits, and 2x as many therapy visits as for-profit hospices per patient day
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

14 partnerships are on record, tiered core and minor.

• National Hospice and Palliative Care Organization / Department of Veterans Affairs (We Honor Veterans Program)coreStrategic or Co-development PartnerLevel 2 partner in We Honor Veterans program, a collaboration to help improve the care veterans receive from hospice and palliative care providers. Agrace coordinates veteran care with VA benefits.
• Madison Vet CentercoreStrategic or Co-development PartnerMadison Vet Center provides training to Agrace nurses, nursing assistants, social workers and spiritual counselors on military culture, war history, trauma responses, and how to address moral injury in veterans.
• VA Hospital MadisoncoreStrategic or Co-development PartnerPartnership with VA Hospital in Madison helps make it easier and smoother for veterans to transition between hospital, home and hospice care.
• Badger Honor FlightminorGTM or Marketing PartnerCoordination with Badger Honor Flight to help veterans see Washington D.C. memorials built in their honor.
• VetsRollminorGTM or Marketing PartnerCoordination with VetsRoll to help veterans visit memorials and meaningful sites.
• BeAdvice / HogeweykcoreStrategic or Co-development PartnerWorked closely with BeAdvice for several years to build the first Hogeweyk-inspired dementia village in the US. The Hogeweyk Dementia Village in the Netherlands is the world-renowned model being replicated.
• Centro Hispano of Dane CountycoreStrategic or Co-development PartnerPartnership for CNA certification training programs. Agrace provides students with opportunity to earn CNA certification, expert training, and career pathways.
• Urban League of Greater MadisoncoreStrategic or Co-development PartnerPartnership for CNA certification training programs to create career pathways in healthcare.
• Madison CollegeminorStrategic or Co-development PartnerEducational partnership for clinical experiences and student training in hospice and palliative care.
• National Partnership for Healthcare and Hospice Innovation (NPHI)coreStrategic or Co-development PartnerAgrace is a member of national network of 70 nonprofit hospice organizations. NPHI provides referrals for hospice care outside Agrace's service area via 1-844-GET-NPHI hotline.
• Dementia Innovations / Livasu VillagecoreStrategic or Co-development PartnerFirst two dementia villages in the US - Agrace's Ellen & Peter Johnson Dementia Village in Fitchburg and Dementia Innovations' Livasu in Sheboygan - both inspired by Hogeweyk model.
• United Way of Dane CountyminorGTM or Marketing PartnerCommunity partner supporting healthcare access and services in Dane County.
• Latino Health CouncilminorGTM or Marketing PartnerCommunity partner working on health equity and healthcare access for Latino community.
• OutReach LGBTQ+ Community CenterminorGTM or Marketing PartnerCommunity partner supporting LGBTQ+ seniors and their families.

Scale indicators13 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• VITAS Healthcare (Chemed Corporation): Largest US hospice provider (for-profit), operating across 40+ states. Comparable as a full-service hospice operator with home, inpatient, and palliative offerings, but serves a national rather than regional footprint and competes on scale rather than nonprofit mission.
• Amedisys: National home health and hospice operator with overlapping service lines (home hospice, palliative, high-acuity care). Public, for-profit, multi-state — comparable as a hospice/home-health peer but very different ownership model and capital structure from Agrace.
• BrightSpring Health Services: Diversified home and community-based health services platform including hospice and home health. Public, for-profit, broad portfolio — comparable on hospice/home-health services but operates very differently from a single-state nonprofit hospice.

Emerging players

• Hogeweyk (Dementia Village — Netherlands): World-renowned dementia village model that Agrace is replicating for its $40M Dementia Village. The conceptual peer for the new product line, illustrating the care philosophy and household design Agrace is commercializing in the US for the first time.
• Glenner Town Square (George G. Glenner Alzheimer's Family Centers): Operates dementia day-care 'Town Square' reminiscence programs modeled after mid-century American towns. Adjacent peer to Agrace's dementia initiative, focused on immersive memory care rather than full residential hospice, but targets the same dementia population.

Direct peers

• National Partnership for Healthcare and Hospice Innovation (NPHI) member programs: Network of ~70 nonprofit hospices of which Agrace is a member. Programs like Unity Hospice (WI), Care Dimensions, and Hospice of the Western Reserve are direct nonprofit hospice peers with similar mission, community-funded model, and clinical scope.
• Center for Hospice Care (Indiana): Independent nonprofit hospice serving northern Indiana with hospice, palliative, and grief support. Closest size/mission analog to Agrace — single-state, community-funded, full-service — making it a strong comparison point for nonprofit hospice unit economics and operating leverage.
• Moments Hospice: Multi-state hospice operator with comparable home-based hospice, palliative, and grief support services. Competes for clinical staff and referrals in overlapping Midwest markets with a more growth-oriented, PE-influenced operating model.

Regional players

• SSM Health ( hospice/palliative programs): Large Catholic health system operating hospice and palliative services in Wisconsin/Midwest. Comparable as a regional provider of hospice and palliative care across similar geographies, though embedded within a broader health system rather than a dedicated hospice nonprofit.
• UnityPoint Health Hospice: Regional health system with hospice and palliative offerings in Iowa/Wisconsin/Illinois. Overlaps with Agrace in select Wisconsin counties and in NE Iowa, competing for the same referral sources and patient population.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/agrace-hospicecare
• Xx.com/agracehospice
• Facebookfacebook.com/agracehospicecare

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agrace Hospice