TRU Community Care
TRU Community Care is a Colorado-based nonprofit (founded 1976) providing hospice, palliative, PACE, memory care, and grief services across seven counties, reimbursed primarily through Medicare/Medicaid and supplemented by donations and thrift shop proceeds.
- Company typePrivate
- Founded1976
- HeadquartersLafayette, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What TRU Community Care does
TRU Community Care is a nonprofit healthcare organization founded in 1976 as Boulder Hospice and headquartered in Lafayette, Colorado. It operates a continuum of care for individuals facing serious illness, aging-related needs, and bereavement across seven Colorado counties (Boulder, Broomfield, Adams, Jefferson, Arapahoe, Denver, and Weld). Core programs include TRU Hospice Care (with a seven-bed inpatient hospice unit inside Longmont United Hospital, described as the only inpatient hospice facility in the region), TRU Palliative Care, TRU PACE (Program of All-Inclusive Care for the Elderly) for nursing-home-eligible seniors who want to remain in the community, TRU Landmark Memory Care (a residential dementia facility in Lafayette acquired in 2020, serving 18 residents daily), and TRU Grief Services (including adult, youth, and family counseling plus specialty workshops).
The organization's underlying technology stack is modest and primarily third-party: it uses the HRS (Health Recovery Solutions) Telemedicine platform for Tele-Center Services, supporting remote patient monitoring, virtual visits, and clinical documentation, but it does not develop proprietary clinical software. Revenue is generated principally through Medicare and Medicaid reimbursement for hospice, palliative, and PACE services (most hospice care is 100% Medicare-covered), supplemented by private insurance, private donations, planned giving and foundation grants (over $2.1M raised annually), and proceeds from TRU Thrift Shop in Boulder. Distribution is referral-driven through hospitals, clinics, assisted living, skilled nursing facilities, and direct family inquiry, with services typically initiated within 24-48 hours of referral.
Supporting programs extend reach beyond direct care: TRU Connections provides free community and professional education; The Conversation Project in Boulder County supports advance care planning; and TRU Tele-Center Services packages TRU's 24/7 clinical call-answering and nurse triage infrastructure into a B2B offering for other healthcare organizations (e.g., Mt. Evans). The organization holds Joint Commission accreditation and Level 5 We Honor Veterans Partner status, and maintains memberships in the National Alliance for Care at Home, NPHI, CAPC, NICHE, and the National PACE Association. Leadership includes CEO Michael McHale and CMO Dr. John Massone, with Ashleigh Elson serving as Director of Hospice Quality and Compliance.
TRU Community Care firmographics
Firmographics- Name
- TRU Community Care
- Legal name
- TRU Community Care
- Website
- https://trucare.org
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- TRU Community Care is a Colorado-based nonprofit (founded 1976) providing hospice, palliative, PACE, memory care, and grief services across seven counties, reimbursed primarily through Medicare/Medicaid and supplemented by donations and thrift shop proceeds.
- Ownership category
- akta.pro rank
TRU Community Care industry classification
Industry- Product category
- Hospice and Palliative Care Services
- NAICS
- Home Health Care Services (621610), Home Health Care Services (62161), Services for the Elderly and Persons with Disabilities (624120), Other Residential Care Facilities (6239)
- SIC
- Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050), Services-Social Services (8300)
- akta.pro primary industry
- Hospice & Palliative Care Care Coordination / Navigation (HLADAHAK)
- akta.pro secondary industries
- Home Hospice Agencies (HLAFAEAC), Continuous Home Care (Crisis Hospice) (HSABAFAB), Respite Hospice Care (Short-Term Relief) (HSABAFAD), Caregiver Support & Respite Coordination (Assessment/Scheduling/Voucher Navigation) (HLADAKAJ)
Keywords
Where TRU Community Care is headquartered
LocationHeadquarters
- HQ city
- Lafayette
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
TRU Community Care business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- Government Healthcare Reimbursement: Majority of hospice, palliative care, and PACE services are reimbursed through Medicare and Medicaid programs. Most hospice care is covered at 100% by Medicare. TRU PACE coordinates Medicare and Medicaid benefits for eligible seniors.
- Private Insurance: Services are also covered by private insurance plans. Palliative care visits are covered by many insurance plans including Medicare. Financial counselors assist families in understanding coverage options.
- Donations and Fundraising: TRU Community Care relies on fundraising over $2.1 million each year to support programs and services not covered by insurance or reimbursement. This includes memory care, palliative care, hospice at home or in care center, grief services, and community education.
- Thrift Shop Proceeds: TRU Thrift Shop sales generate revenue supporting hospice care, palliative care, grief support, memory care, and aging-in-place programs. The shop accepts donations of clothing, furniture, household items, and sells them to the community.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time | 4-Week Newly Bereaved Support Program - $20 |
| Unit Pricing | One time | 8-Week Hope and Healing Support Program - $40 |
| Unit Pricing | One time | Equine Grief Workshops - $100 per participant |
| Unit Pricing | One time | Memory-Making Grief Workshop - $20 suggested donation |
| Unit Pricing | One time | Sound Healing Grief Support - $20 |
| Unit Pricing | One time | Healing with Horses Youth Program - $100 per participant |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
TRU Community Care product offering
Product offeringCore offering
TRU Community Care is a nonprofit organization that provides hospice care, palliative care, PACE (Program of All-Inclusive Care for the Elderly), memory care, and grief support services to individuals facing serious illness, end of life, or bereavement across Colorado. Services are delivered in homes, inpatient facilities, PACE day centers, and via telehealth, and are funded through Medicare/Medicaid reimbursements, private insurance, charitable donations, and thrift store revenue.
Product overview
TRU Community Care is a nonprofit healthcare organization offering a comprehensive continuum of care services for individuals facing serious illness, aging-related needs, and grief. The portfolio includes core programs (TRU Hospice Care, TRU Palliative Care, TRU PACE, TRU Landmark Memory Care, and TRU Grief Services) supported by additional offerings such as Tele-Center Services for healthcare partners, TRU Connections education programs, and The Conversation Project for advance care planning. TRU operates a thrift shop for fundraising and provides internship programs for healthcare students. The organization primarily serves Colorado communities through home-based care, a residential memory care facility, and an inpatient hospice care center.
Differentiator
Problem solved
Functional benefit
Brands
- Landmark Memory Care: A supportive home for people living with Alzheimer's disease and other dementias, where dignity, connection, and personalized care guide each day. Located in Lafayette, CO.
Products and services
- TRU Hospice Care End-of-life medical, emotional, and spiritual care delivered to terminally ill patients in homes, facilities, and the inpatient hospice care center in Boulder County. Serves patients with life-limiting illnesses and their families.
- TRU Palliative Care Specialized medical care for individuals living with serious illness, focused on symptom management, pain relief, and improved quality of life at any stage of illness. Available alongside curative treatment for patients who do not yet qualify for hospice.
- TRU PACE (Program of All-Inclusive Care for the Elderly) A Medicare/Medicaid-funded program providing comprehensive medical, social, and daily living support to elderly individuals who are frail enough to qualify for nursing home-level care but can remain living safely in the community. Includes adult day services, transportation, and primary/specialty care.
- TRU Landmark Memory Care Specialized care and programming for individuals living with Alzheimer's disease and other dementias, including the GUIDE Program for dementia support. Serves patients and their caregivers in the Colorado service area.
- TRU Grief Services Free bereavement counseling, support groups, and grief education for individuals and families experiencing loss. Open to the entire community regardless of prior relationship to TRU, including in-person and virtual group options.
- TRU Tele-Center Services Centralized call center and after-hours triage services offered as a B2B service to other hospice organizations across the United States. Leverages TRU's clinical infrastructure to provide 24/7 coverage for partner agencies.
- TRU Thrift Shop Retail thrift store accepting community donations of clothing and household goods, with proceeds directed to subsidize TRU's unfunded charitable programs including community grief support and patient care for those without insurance coverage.
Quantifiable outcome
- Most hospice care is 100% covered by Medicare, reducing financial burden for families
- +2 more outcomes
Companies that use TRU Community Care
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles6 records
TRU Community Care technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
TRU Community Care partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and supporting.
- Landmark Memory CarecoreIn 2020, TRU acquired Landmark Memory Care to expand Alzheimer and dementia care services in the community. Landmark provides care to 18 residents each day and serves several TRU PACE participants.
- Mt. EvanscoreMt. Evans currently receives call support services from TRU Tele-Center Services. TRU provides after-hours telephone support, efficiently handling patient calls and inquiries, quickly connecting patients to the right on-call personnel.
- Community Partner Organizations (30+)coreTRU Thrift Shop's Giving Room partners with over 30 community organizations including: The Natural Funeral (green burial services), Faith Community Church (quilts for homeless), Gabriel House (baby items), Sister Carmen Community Center (diapers, infant care), Haven Ridge/Feet Forward (shoes for homeless), All Roads/Boulder Shelter for Homeless (towels, blankets, toiletries), Boulder Housing Partners and Emergency Family Assistance (household items for housing transitions), Mental Health Partners (art supplies), TGTHR/Attention Homes (youth programs), Boulder Valley Humane Society (pet food, toys, bedding), Bridge House and Good Health Will (medical equipment), CHaRM and Eco-Cycle (recycling), A Precious Child (car seat recycling).
- National Alliance for Care at Home (The Alliance)coreTRU is supported by national memberships including the National Alliance for Care at Home (The Alliance). TRU participates in the We Honor Veterans program affiliated with this organization.
- National Partnership for Healthcare and Hospice Innovation (NPHI)coreTRU holds membership in the National Partnership for Healthcare and Hospice Innovation, a national organization supporting hospice and palliative care providers.
- Center to Advance Palliative Care (CAPC)coreTRU maintains membership in CAPC, the Center to Advance Palliative Care, supporting best practices in palliative care delivery.
- Nurses Improving Care for Healthsystem Elders (NICHE)coreTRU holds membership in NICHE, demonstrating commitment to improving care for elderly patients in healthcare systems.
- National PACE Association (NPA)coreTRU PACE operates under membership in the National PACE Association, supporting programs of All-inclusive Care for the Elderly.
- Department of Veterans AffairscoreTRU participates in the We Honor Veterans program created in partnership with the Department of Veterans Affairs, achieving Level 5 Partner status.
- GUIDE - Guiding an Improved Dementia ExperiencecoreTRU participates in the GUIDE program, a national Medicare demonstration project providing in-home, coordinated care to help people with dementia live safely and meaningfully at home.
- HRS Telemedicine PlatformsupportingTRU Tele-Center Services leverages the HRS (Health Recovery Solutions) Telemedicine platform for remote patient monitoring, patient education videos, real-time biometric monitoring, and virtual visits.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
TRU Community Care competitors and assessment
Company assessmentBroad incumbents
- Compassus: National hospice, palliative, and home health provider with multi-state footprint. Directly comparable service mix (hospice, palliative, home health) and similar referral-driven GTM, but larger scale and broader geography than TRU.
- Amedisys: National home health and hospice provider with similar referral-led GTM and Medicare reimbursement mix. Provides scale comparison for TRU's home-based hospice and palliative services.
- VITAS Healthcare (Chemed): Largest US hospice provider, owned by Chemed. Closest direct competitor in hospice and palliative care model, with comparable continuum-of-care positioning and Joint Commission-quality infrastructure.
- BrightSpring Health Services: Public home and community-based provider spanning hospice, home health, and pharmacy. Comparable in offering PACE-adjacent and home-based senior care services across multiple states.
- Elara Caring: National home health, hospice, and behavioral health provider. Comparable home-based hospice and palliative delivery model with similar referral-driven GTM and Medicare reimbursement mix.
- National HealthCare Corporation: Senior care provider with hospice, home health, and skilled nursing offerings. Relevant adjacency for TRU's Landmark Memory Care component and overall senior-care continuum strategy.
- Gentiva (formerly Kindred at Home hospice): Major national hospice and home health operator. Comparable hospice/palliative service portfolio with at-home delivery model; significantly larger scale and PE-backed capital structure.
Regional players
- HopeWest: Colorado-based nonprofit hospice and PACE provider serving western Colorado. Comparable nonprofit structure, hospice + PACE continuum, and community fundraising model; serves different Colorado geographies.
- Care Synergy: Colorado-based nonprofit consortium of hospice and palliative care providers including Pathways Hospice and others. Most direct regional peer operating in overlapping Colorado service area with nonprofit structure and similar care model.
Direct peers
- InnovAge Holding Corp. Public PACE-focused operator providing all-inclusive care for the elderly. Most directly comparable to TRU's PACE program in target population, capitation model, and day-center delivery model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
TRU Community Care social profiles
Digital presenceTRU Community Care financial estimates
Financial estimateRevenue estimate
Valuation estimate
TRU Community Care leadership team
Management profileNumber of profiles
Profiles7 records
TRU Community Care subsidiaries and ownership
Company hierarchySubsidiaries1 record
TRU Community Care funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TRU Community Care M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TRU Community Care
What does TRU Community Care do?
TRU Community Care is a nonprofit organization that provides hospice care, palliative care, PACE (Program of All-Inclusive Care for the Elderly), memory care, and grief support services to individuals facing serious illness, end of life, or bereavement across Colorado. Services are delivered in homes, inpatient facilities, PACE day centers, and via telehealth, and are funded through Medicare/Medicaid reimbursements, private insurance, charitable donations, and thrift store revenue.
Is TRU Community Care a public or private company?
TRU Community Care is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was TRU Community Care founded?
TRU Community Care was founded in 1976. It employs 101 to 250 people.
Where is TRU Community Care based?
TRU Community Care is headquartered in Lafayette, United States, in the North America region.
How does TRU Community Care make money?
Four revenue lines are on record. Government Healthcare Reimbursement is the primary driver. The others are private Insurance, donations and Fundraising and thrift Shop Proceeds.
Who are TRU Community Care's main competitors?
Broad incumbents on record are Compassus, Amedisys, VITAS Healthcare (Chemed), BrightSpring Health Services, Elara Caring, National HealthCare Corporation and Gentiva (formerly Kindred at Home hospice). Regional players are HopeWest and Care Synergy. InnovAge Holding Corp. is listed as a direct peer.
Does TRU Community Care have an API?
No public API is recorded for TRU Community Care.
What industry is TRU Community Care in?
TRU Community Care's product category is Hospice and Palliative Care Services. Its primary akta.pro industry code is HLADAHAK, Hospice & Palliative Care Care Coordination / Navigation, with a secondary code of HLAFAEAC, Home Hospice Agencies. Its NAICS code is 621610 and its SIC code is 8082.