Gentiva

What Gentiva does

Gentiva is a privately held, for-profit hospice, palliative care, home health, and advanced illness management provider headquartered in Atlanta, Georgia. The company was formed in August 2022 when private equity firm Clayton, Dubilier & Rice (CD&R) acquired a majority interest in Humana's hospice, palliative, and personal care divisions of Kindred at Home and rebranded them under the reclaimed Gentiva name. In November 2023, Gentiva completed a $710M acquisition of ProMedica's home health, palliative, and hospice business, integrating more than 4,000 associates and scaling to a peak of 615 locations across 38 states before divesting its Personal Care Division to Addus HomeCare for approximately $350M in 2025 to refocus on its hospice and palliative core.

The company operates a multi-brand services platform organized around four core lines - Hospice Care (delivered through Gentiva Hospice, Heartland Hospice, Regency SouthernCare, SouthernCare New Beacon, New Century Hospice, Hospice Plus, Emerald Coast, and SouthernCare), Palliative Care (Empatia, Emerald Coast Palliative), Home Health Care (Heartland Home Health), and Advanced Illness Management (Illumia Health) - augmented by specialty Comfort Care programs for cancer, cardiac, dementia, and veteran patients. Clinical and operational workflows run on Homecare Homebase (HCHB) EHR, with Dayforce for HR/payroll, Relias for compliance training, Lippincott Procedures for clinical reference, SharePoint for internal collaboration, iCIMS for talent, and consumer-facing digital channels including online referral, live chat, and a 24/7 nurse-staffed call line (1-888-GENTIVA).

Revenue is generated through managed-services reimbursement under the Medicare Hospice Benefit, state Medicaid hospice programs, and commercial insurance, with services billed on per-diem/episode rates tied to levels of care (routine home, continuous home, inpatient respite, general inpatient) under CMS Conditions of Participation (42 CFR 418). Gentiva serves 34,000 patients daily and 100,000+ annually across 430+ locations in 35 states, with 35,000+ associates including 12,000+ hospice caregivers and 9,000+ nurses. Following the Personal Care divestiture, Humana's announced June 2026 sale of its remaining 40% minority stake for approximately $900M, and continued new-location openings, the company positions itself as the nation's largest U.S. end-of-life care provider in a hospice market projected to reach $9B by 2030 at roughly 11% CAGR.

Name

Gentiva

Legal name

Gentiva

Website

https://gentivahs.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Gentiva is the nation's largest U.S. end-of-life care provider, delivering hospice, palliative, home health, and advanced illness management services across 430+ locations in 35 states. The Atlanta-based, CD&R-owned company serves 100,000+ patients annually through a multi-brand portfolio anchored by Gentiva Hospice, Heartland, Empatia, and Illumia Health.

Ownership category

akta.pro rank

Product category

Hospice and Palliative Care Services

NAICS

Home Health Care Services (6216), Nursing Care Facilities (Skilled Nursing Facilities) (62311), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Health Care and Social Assistance (62)

SIC

Services-Home Health Care Services (8082), Services-Health Services (8000), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Home Hospice Agencies (HLAFAEAC)

akta.pro secondary industries

Routine In-Home Hospice Care (HSABAFAA), Hospice Care in Assisted Living / Residential Care Facilities (HLADAHAE), Hospice Care in Nursing Facilities (SNF/NH Hospice) (HLADAHAD), In-Home Hospice Physician / Nurse Practitioner Visits (HSABAFAM), Non-Hospice Serious-Illness / Community-Based Palliative Care (In-Home) (HSABAFAF)

Keywords

• Hospice care services
• Palliative care services
• Home health services
• Advanced illness management
• End-of-life care

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Medicare/Medicaid hospice reimbursement: Core revenue from hospice services delivered under the Medicare Hospice Benefit and state Medicaid hospice programs, plus commercial insurance reimbursement. Hospice services are organized under Conditions of Participation (42 CFR 418) and are reimbursed on per-diem/episode basis tied to levels of care (routine home, continuous home, inpatient respite, general inpatient).
2. Home health and home-based care services revenue: Revenue from Heartland Home Health (skilled nursing and therapy in the home) and Advanced Illness Management (Illumia Health) delivered to recovering, chronically ill, or complex-illness patients in their place of residence.
3. Palliative care services revenue: Revenue from palliative care services delivered under Empatia Palliative Care and Emerald Coast Palliative Care brands, providing symptom relief and quality-of-life support alongside curative treatment.
4. Personal care services revenue: Personal care division revenue from non-clinical in-home assistance; Gentiva's personal care assets were divested to Addus HomeCare for approximately $350M (2025) as part of the strategic focus on hospice/palliative core.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels11 records

Core offering

Gentiva delivers hospice, palliative, home health, and advanced illness management services through interdisciplinary clinical teams (nurses, physicians, social workers, aides, chaplains, volunteers, therapists) that provide physical, emotional, and spiritual care to patients in their homes across 430+ locations in 35 U.S. states. Services are reimbursed primarily through Medicare, Medicaid, and commercial insurance under per-diem/episode payment models, and are distributed via a multi-brand portfolio (Gentiva Hospice, Heartland Hospice, Empatia Palliative Care, Heartland Home Health, Illumia Health, etc.).

Product overview

Gentiva's offering is a multi-brand services platform (not a single unified product) organized around four core service lines: Hospice Care, Palliative Care, Home Health Care, and Advanced Illness Management. The Hospice Care line is delivered through a portfolio of acquired/legacy sub-brands including Gentiva Hospice (flagship), Heartland Hospice, Regency SouthernCare, SouthernCare New Beacon, New Century Hospice, Emerald Coast Hospice Care, SouthernCare Hospice Services, and Hospice Plus. Palliative Care is delivered through Empatia Palliative Care and Emerald Coast Palliative Care; Home Health Care through Heartland Home Health (which absorbed ProMedica's home health operations in early 2024); and Advanced Illness Management through Illumia Health. Cross-cutting specialty programs (Cancer Comfort Care, Cardiac Comfort Care, Dementia Comfort Care, and Veterans Care) augment the core services. All services are delivered by interdisciplinary clinical teams in patients' homes and care facilities, accessible 24/7, with intake handled through the Online Hospice Referral tool and 1-888-GENTIVA support line. Following the August 2022 rebrand from Kindred at Home's hospice/palliative/personal care divisions, the November 2023 ProMedica acquisition, and the divestiture of Personal Care to Addus (around $350 million) and Humana's planned Q3 2026 sale of its remaining minority stake for ~$900 million, Gentiva operates as the nation's largest end-of-life care provider across more than 430 locations in approximately 35 states.

Differentiator

Problem solved

Functional benefit

Brands

• Heartland Hospice: Hospice care brand; most ProMedica hospice locations were rebranded to Heartland Hospice by end of 2023.
• Gentiva Hospice
• Regency SouthernCare
• SouthernCare New Beacon
• New Century Hospice
• Emerald Coast Hospice Care
• SouthernCare Hospice Services
• Hospice Plus
• Empatia Palliative Care
• Emerald Coast Palliative Care
• Heartland Home Health
• Illumia Health

Products and services

• Hospice Care

Named customers6 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

20 partnerships are on record, tiered flagship, core, minor and major.

• ProMedicaflagshipStrategic or Co-development Partner · 1 November 2023ProMedica divested its hospice, home health, and palliative care business to Gentiva for approximately $710M (financing led by Goldman Sachs Bank USA). Gentiva integrated 4,000+ ProMedica associates, rebranded most ProMedica hospice locations to Heartland Hospice by end of 2023, rebranded home health locations to Heartland Home Health in early 2024, and placed ProMedica's palliative care under the Empatia Palliative Care brand.
• Debevoise & Plimpton LLPcoreImplementation/ SI/ Consulting PartnerServed as legal counsel to Gentiva for the ProMedica acquisition in 2023.
• Ropes & Gray LLPcoreImplementation/ SI/ Consulting PartnerServed as legal counsel to Gentiva for the ProMedica acquisition in 2023.
• Houlihan LokeyminorImplementation/ SI/ Consulting PartnerServed as financial advisor to ProMedica (sell-side) on the 2023 divestiture to Gentiva.
• BakerHostetlerminorImplementation/ SI/ Consulting PartnerServed as legal counsel to ProMedica (sell-side) on the 2023 divestiture to Gentiva.
• Feeding AmericacoreGTM or Marketing PartnerLong-running community impact partner for Gentiva's annual food drive. The 19th annual food drive (2023) mobilized 400+ Gentiva locations to collect food and funds benefiting Feeding America or local food banks; Gentiva donated $50,000 to Feeding America, providing 500,000+ meals, and contributed 3+ million meals in three years.
• Homecare Homebase (HCHB)flagshipTechnology or IntegrationClinical/EHR and operational software vendor. Gentiva fields clinicians enter time via HCHB and the platform tracks the Hospice Visits in Last Days of Life (HVLDL) KPI used by CMS and by Homecare Homebase's Hospice KPI Excellence Award program that recognized Gentiva as a top performer.
• National Hospice and Palliative Care Organization (NHPCO)flagshipGTM or Marketing PartnerIndustry association partner. Gentiva leadership has presented Project ECHO sessions for NHPCO (e.g., 'Improving Patient Satisfaction through Dignity, Respect and Genuine Engagement') and participated in NHPCO's Times Square event honoring President Jimmy Carter's hospice journey. CCO Jacqueline Lopez-Devine serves on NHPCO's Diversity Advisory Council.
• American Academy of Hospice and Palliative Medicine (AAHPM)coreStrategic or Co-development PartnerIndustry body that recognized Dr. Ronald Crossno with its Lifetime Achievement Award and elected Dr. Ben Thompson to its Board of Directors (2026). Gentiva clinicians present at AAHPM Annual Assembly.
• Dayforce (HR & Payroll)flagshipTechnology or IntegrationEnterprise HR, payroll, benefits enrollment, and time-tracking platform used across Gentiva for new-associate onboarding, direct deposit, tax forms, profile management, and corporate-associate time entry.
• ReliasflagshipTechnology or IntegrationOnline regulatory and compliance training platform used for required new-hire compliance courses and ongoing clinician training, accessed via Gentiva's OKTA single sign-on.
• Lippincott (Wolters Kluwer)flagshipTechnology or IntegrationClinical procedures mobile app and reference platform used by Gentiva nurses to access evidence-based clinical procedures at the point of care.
• Microsoft SharePoint (Curo/SharePoint)coreTechnology or IntegrationInternal collaboration and document management platform used across the Gentiva enterprise; hosts onboarding, RN pathway, and clinical resource materials.
• iCIMSflagshipTechnology or IntegrationTalent acquisition and onboarding platform powering careers.gentivahs.com and internal-gentivahs.icims.com for new-hire and internal job applications.
• Certiphi / Vertical ScreencoreTechnology or IntegrationBackground check and drug screening vendor handling pre-employment verification for new Gentiva associates.
• Google (Analytics + Ads)flagshipTechnology or IntegrationAnalytics and advertising partner; Gentiva's California Privacy Policy discloses Google Analytics and Google as an advertising/data-analytics partner receiving identifiers and online behavioral data for personalized marketing.
• Meta (Facebook Pixel)flagshipTechnology or IntegrationAdvertising and data-analytics partner; Gentiva's California Privacy Policy discloses the Facebook Pixel as a tracking and digital marketing partner.
• Addus HomeCare (ADUS)majorStrategic or Co-development PartnerAddus HomeCare acquired Gentiva's Personal Care Division for approximately $350M, contributing to Addus' 25.6% YoY revenue growth in Q4 2025 (revenue $373.1M) and full-year 2025 revenue of approximately $1.4B with adjusted EBITDA of $180M. Addus simultaneously divested its New York personal care business for up to $23M.
• Monogram HealthminorStrategic or Co-development PartnerCo-participant with Gentiva leadership in GeriPal podcast on community-based palliative care models alongside Optum Home and Community, discussing value-based care models.
• Optum Home and CommunityminorStrategic or Co-development PartnerCo-participant with Gentiva leadership in GeriPal podcast on community-based palliative care models.

Scale indicators12 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• VITAS Healthcare (Chemed Corporation): VITAS, owned by Chemed (CHE), is the largest U.S. hospice operator by patient days and the most direct competitor to Gentiva across routine home, continuous, and inpatient hospice care. Same hospice service model, same Medicare Hospice Benefit reimbursement, similar national footprint.
• Amedisys: Amedisys is a leading U.S. home health and hospice operator, now part of UnitedHealth/Optum. Competes head-to-head with Gentiva's Heartland Home Health and hospice services in overlapping markets with similar referral-based GTM.
• Encompass Health (Home Health and Hospice segment): Encompass Health operates a national home health and hospice platform competing directly with Gentiva across hospice, palliative, and skilled home health services for post-acute and chronically ill patients.
• Enhabit Inc. Enhabit is a home health and hospice operator spun off from Enhabit in 2022. Competes with Gentiva in hospice referrals and home health, particularly across the South and Midwest where both maintain significant branch networks.
• LHC Group (UnitedHealth/Optum): LHC Group is a large U.S. home health and hospice provider, now part of UnitedHealth/Optum. Overlaps with Gentiva's Heartland Home Health and hospice branches in referral and skilled-nursing markets.
• Compassus: Compassus operates a national hospice, palliative, and home health platform with a multi-state branch model comparable to Gentiva, targeting similar hospital and SNF referral channels.

Emerging players

• Addus HomeCare: Addus acquired Gentiva's Personal Care Division for ~$350M and operates personal care, hospice, and home health services. Now a direct competitor in hospice and an indirect peer in personal care across overlapping states.
• The Pennant Group: Pennant operates home health, hospice, and senior living services with a growing multi-state footprint. Competes with Gentiva in hospice and home health branches across the Western U.S.

Broad incumbents

• BrightSpring Health Services: BrightSpring is a diversified home and community-based health services platform with hospice, home health, and pharmacy services. Competes with Gentiva in select markets and serves overlapping complex-care populations.
• Humana CenterWell (former Gentiva owner): CenterWell, Humana's home and primary care services arm, was the former owner of Gentiva and retains overlap in home-based care delivery and value-based care models targeting MA members. Now a partner and adjacent operator rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC8jYVhrlVlUGAB7H56WwnuQ
• Facebookfacebook.com/Gentivahs
• LinkedInlinkedin.com/company/gentiva

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

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

Frequently asked questions about Gentiva