Direct Supply
Direct Supply is a private Milwaukee-based provider of technology, procurement, design, and facility services exclusively for the U.S. senior care industry, serving 30,000+ buildings and 17,000+ communities through AI-enabled platforms (TELS, DSSI, DS Smart, pac-IQ, Menu.ai), a 25,000+ technician network, and a SoftBank robotics program.
- Company typePrivate
- Founded1985
- HeadquartersMilwaukee, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Direct Supply does
Direct Supply is a privately held, Milwaukee, Wisconsin-based company founded in 1985 that supplies technology, equipment, procurement, design, and facility services exclusively to the U.S. senior care industry. It serves more than 30,000 senior care buildings and 17,000+ communities through a portfolio of integrated sub-brands: TELS (a building maintenance and asset management platform tracking 3.1M assets, ingesting 20M work orders annually, and used by 125,000 daily active users across 17,000+ communities), DSSI (a procurement and spend management platform that directs $7B of customer spend through 500+ vendor integrations at 96% contract compliance), DS Smart (a patent-pending EMR-connected vitals capture product), pac-IQ (a patent-pending AI-powered referral management SaaS), Menu.ai (an AI-driven foodservice planning module within DSSI), and Aptura (an in-house interior design studio). The company also operates a 25,000+ technician field service network and a senior care robotics program with SoftBank Robotics America that has deployed more than 100 robots across roughly 100 communities, alongside a $100M+ federal and state advocacy engine that has produced 25M+ AI-generated policy messages.
The underlying technology stack combines a long-tenured procurement data asset (DSSI's $7B GMV and 500+ vendor integrations) with building-operations telemetry (TELS asset and work-order data) and clinical workflow integrations (DS Smart, pac-IQ, ECP EHR). The company holds two patent-pending technologies and integrates with major enterprise platforms including Microsoft Copilot, the Workday Sana agent, and ECP, indicating a hybrid in-house / foundation-model architecture. AI is applied across predictive maintenance, clinical record processing, foodservice optimization, procurement matching, and generative advocacy messaging.
Direct Supply's business model blends multi-revenue streams: equipment and consumables distribution, software subscriptions (TELS, DSSI, pac-IQ, Menu.ai), professional services from design (Aptura) and procurement consulting, and managed services delivered through its 25,000+ technician network and a robotics-as-a-service offering. Pricing is quote-based and not publicly disclosed, with multi-year enterprise contracts and dedicated account teams supporting a field-sales go-to-market motion. Customer segments span Assisted Living, Independent Living, Memory Care, Skilled Nursing, Hospitals & Clinics, Behavioral Health, Homecare, and K-12, with named enterprise customers including Sabra, Dial Senior Living, Sapphire Care, Cogir, Ensign, Trilogy, StoryPoint, Avir, Embassy Healthcare, Senior Lifestyle, Mission Health, Bethesda, and Capri. The company employs 5,001-10,000 people.
Direct Supply firmographics
Firmographics- Name
- Direct Supply
- Legal name
- Direct Supply, Inc.
- Website
- https://directsupply.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Direct Supply is a private Milwaukee-based provider of technology, procurement, design, and facility services exclusively for the U.S. senior care industry, serving 30,000+ buildings and 17,000+ communities through AI-enabled platforms (TELS, DSSI, DS Smart, pac-IQ, Menu.ai), a 25,000+ technician network, and a SoftBank robotics program.
- Ownership category
- akta.pro rank
Direct Supply industry classification
Industry- Product category
- Senior Living Technology and Procurement Services
- NAICS
- Hardware, and Plumbing and Heating Equipment and Supplies Merchant Wholesalers (4237), Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430), Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (42343)
- SIC
- Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Durable Medical Equipment (DME) & Home Health Distribution (CRAOAHAF)
- akta.pro secondary industry
- HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)
Keywords
Where Direct Supply is headquartered
LocationHeadquarters
- HQ city
- Milwaukee
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Direct Supply business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Product & Equipment Sales: Direct Supply sells furniture, furnishings, clinical equipment, healthcare products, and operational supplies to senior living providers through its online store and account teams. Revenue is generated through one-time product purchases and replenishment orders across 4,000+ brands.
- TELS Platform & Software Subscriptions: TELS Platform is offered as a subscription/software service to senior living communities, covering work order management, preventive maintenance, asset tracking, and compliance. Revenue is recurring based on platform access and usage across the 17,000+ communities served.
- DSSI Procurement Platform & Spend Management: DSSI platform provides AI-powered procurement, eProcurement, and spend optimization services. Manages $7B in spend with savings passed through contract compliance and procurement services. Revenue generated through platform fees and procurement service contracts.
- Workforce Technology Solutions: DS Smart (EMR connectivity), pac-IQ (referral management SaaS), robotics programs, and medical waste management. DS Smart enables 40% faster vitals collection; pac-IQ reduces admissions time from 5 hours to 5 minutes. Revenue from connected devices, software subscriptions, and robotics service contracts.
- Design & Procurement Services: Aptura Design Services provides planning, design, procurement, and construction management for senior living renovations and new builds. Revenue from professional service fees on 300+ projects annually.
- Professional Services & Consulting: Spend analysis, contract strategy, global sourcing support, and technology services. Customers have saved more than $630 million in a single year through these consulting solutions. Revenue from consulting engagements and service fees.
- Building Services (TELS Building Services): Nationwide technician network for routine maintenance, emergency repairs, planned projects, and recurring maintenance programs (Fire Protection, HVAC, Kitchen Equipment, Grease Traps, Landscaping). Revenue from service fees and contractual maintenance agreements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise procurement and technology solutions — pricing not publicly disclosed |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels9 records
Direct Supply product offering
Product offeringCore offering
Direct Supply provides senior living operators with a vertically integrated portfolio of AI-powered technology platforms (TELS, DSSI, DS Smart, pac-IQ, Menu.ai), a procurement and supply chain business offering 4,000+ brands of equipment, furnishings, and operational products, a nationwide building services technician network of 25,000+, design and construction services through Aptura, and workforce technology solutions including senior care robotics and EMR-connected vitals capture. The company sells bundled solutions to senior living communities, skilled nursing facilities, assisted and independent living operators, and adjacent healthcare segments across the United States.
Product overview
Direct Supply is the largest senior living technology & procurement partner, powering 30,000+ buildings with AI-powered solutions and industry expertise. The product portfolio centers on the TELS Platform as the core unified system for building maintenance, work order management, and operations across 17,000+ communities with 125,000 daily active users. Key integrated products include DS Smart (EMR-connected vitals capture), pac-IQ (AI-powered referral management), and DSSI (AI-powered spend management with Menu.ai for menu optimization). The platform extends through robotics automation via SoftBank partnership, medical waste management, TELS Building Services (25,000+ technician network), TELS Housekeeping, TELS Capital Planning, and Aptura design services. Direct Supply serves senior living, assisted living, independent living, homecare, hospitals & clinics, and behavioral health markets.
Differentiator
Problem solved
Functional benefit
Brands
- TELS: Building maintenance software platform trusted by more than 17,000 senior living communities for work order management, preventive maintenance, and asset tracking
- DSSI
- DS Smart
- pac-IQ
- Aptura
- Menu.ai
Products and services
- TELS Platform The core building maintenance management platform for senior living communities, trusted by 17,000+ communities. TELS Platform manages work orders, preventive maintenance, assets, housekeeping, and capital planning from a centralized mobile-accessible hub, tracking 20M work orders annually, 3.1M assets, and supporting 100K+ service events annually with 125,000 daily active users.
- DSSI Platform AI-powered procurement and spend management platform for senior living operators. DSSI delivers 96% contract compliance, manages $7B in spend, enables $650M in annual savings, and integrates with 500+ vendors, with real-time price comparisons, curated order guides, and purchasing automation.
- DS Smart Patent-pending EMR-connected Bluetooth technology that captures vitals data from wireless vital signs monitors and scales and transmits it directly to EMR systems, achieving 40% reduction in vitals collection time and 91% time-saved in vitals documentation.
- pac-IQ Patent-pending AI-powered referral management SaaS platform for post-acute care that automates patient intake workflows, referral prioritization, insurance eligibility verification, HIPAA-compliant chat, and CRM, reducing admissions time from hours to approximately 90 minutes.
- DSSI Menu.ai AI-powered menu management platform that transforms senior living foodservice planning with intelligent automation, real-time distributor integrations, optimization for pricing, availability, and nutrition, and direct integration with DSSI eProcurement.
- Senior Care Robotics Autonomous floor care robotics solutions deployed through partnership with SoftBank Robotics America, cutting service costs by up to 48% and operating across nearly 100 senior living communities with 100+ robots in daily operation.
- Medical Waste Management Automated regulated medical waste management solution that reduces waste volume by up to 75%, eliminates hauling hassles, simplifies inventory management, streamlines compliance, and cuts costs for senior living facilities.
- TELS Building Services Nationwide network of 25,000+ technicians providing 24/7 repair and maintenance services across HVAC, plumbing, electrical, fire protection, kitchen equipment, and landscaping with 100% satisfaction guarantee.
- Aptura Design Services Senior living design and procurement services covering planning, design, procurement, and construction management for renovation and new construction projects, supporting 300+ projects annually and helping communities achieve occupancy rates of 95-100% and finish projects 10% under budget.
- Direct Supply Equipment and Furnishings Online storefront and supply chain for senior living equipment, furnishings, clinical equipment, healthcare products, and operational supplies across 4,000+ brands, available through store.directsupply.com and dedicated account teams.
- Procurement Services Strategic procurement consulting managing $1.4B in spend, helping operators capture missed savings, strengthen compliance, and make smarter purchasing decisions through contract-based support and expert guidance.
- TELS Maintenance Benchmarking Report First-ever benchmarking report on maintenance operations in senior living and skilled nursing, analyzing 23 million data points from 17,000+ communities, providing performance gap analysis and financial impact insights for operators.
Quantifiable outcome
- 40% reduction in vitals collection time with DS Smart EMR connectivity
- +12 more outcomes
Companies that use Direct Supply
Customer profileNamed customers14 records
Segments6 records
Ideal customer profiles3 records
Direct Supply technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability23 records
Feature8 records
Direct Supply partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- ECPcoreDS Smart technology connectivity expanded with ECP EHR (electronic health records) to simplify vitals collection in senior living, helping care teams reduce manual steps and improve workflow efficiency. Direct Supply's patent-pending DS Smart technology enables seamless EMR connectivity with connected vital signs monitors and scales.
- Microsoft / WorkdaycoreDirect Supply's Sana Self-Service Agent (powered by Workday) is integrated into Microsoft 365 Copilot, enabling employees and managers to handle HR and finance tasks (checking vacation balances, requesting time off, viewing payslips, approving timesheets) directly within Microsoft 365. Available as a single app in Microsoft Marketplace with no additional licensing requirement. Direct Supply uses this as part of its broader AI-first workplace strategy.
- SoftBank Robotics AmericacoreExpanded partnership as of May 2026 to accelerate deployment of autonomous floor care robots across senior living communities. Sabra Health Care REIT cited as early adopter achieving measurable operational improvements and consistent quality outcomes through the integrated robotic program. Technology allows staff reallocation from manual cleaning to higher-impact resident services.
- Sabra Health Care REITflagshipSabra Health Care REIT partnered with Direct Supply to scale workforce automation in senior living through the SoftBank Robotics partnership. From an eight-week pilot to 58+ communities live, robotics returned 12–50 staff hours per week per community and logged 7,000+ autonomous hours across nearly 30 million square feet. Sabra serves as a flagship case study demonstrating scalable automation outcomes.
- SoftBank Robotics AmericacoreStrategic partnership extended from March 2025 to deploy autonomous floor care robots (Whiz attendant) across senior living communities. Collaboration serves nearly 100 communities with 100+ robots in daily operation as of May 2026. Addresses labor challenges and rising variable costs by providing enterprise-grade automation with deployment, training, and operational support. Case studies from Dial and Sabra Health Care REIT demonstrate measurable outcomes including staff reallocation, improved cleaning quality, and data-driven accountability at scale.
Scale indicators19 records
Recent moves6 records
Expansion highlights5 records
Direct Supply competitors and assessment
Company assessmentMarket position
Competitive moat7 records
Key highlights7 records
Customer concentration
Direct Supply social profiles
Digital presenceDirect Supply financial estimates
Financial estimateRevenue estimate
Valuation estimate
Direct Supply leadership team
Management profileNumber of profiles
Profiles6 records
Direct Supply subsidiaries and ownership
Company hierarchySubsidiaries6 records
Direct Supply funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Direct Supply 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 Direct Supply
What does Direct Supply do?
Direct Supply provides senior living operators with a vertically integrated portfolio of AI-powered technology platforms (TELS, DSSI, DS Smart, pac-IQ, Menu.ai), a procurement and supply chain business offering 4,000+ brands of equipment, furnishings, and operational products, a nationwide building services technician network of 25,000+, design and construction services through Aptura, and workforce technology solutions including senior care robotics and EMR-connected vitals capture. The company sells bundled solutions to senior living communities, skilled nursing facilities, assisted and independent living operators, and adjacent healthcare segments across the United States.
Is Direct Supply a public or private company?
Direct Supply is a private company. It is classified as management employee owned and is currently operating.
When was Direct Supply founded?
Direct Supply was founded in 1985. It employs 1,001 to 5,000 people.
Where is Direct Supply based?
Direct Supply is headquartered in Milwaukee, United States, in the North America region.
How does Direct Supply make money?
Seven revenue lines are on record. Product & Equipment Sales are the primary driver. The others are TELS Platform & Software Subscriptions, DSSI Procurement Platform & Spend Management, workforce Technology Solutions, design & Procurement Services, professional Services & Consulting and building Services (TELS Building Services).
Does Direct Supply have an API?
No public API is recorded for Direct Supply.
What industry is Direct Supply in?
Direct Supply's product category is Senior Living Technology and Procurement Services. Its primary akta.pro industry code is CRAOAHAF, Durable Medical Equipment (DME) & Home Health Distribution, with a secondary code of CRAOAFAJ, HVAC, Water Heaters & Indoor Air Quality Distribution. Its NAICS code is 4237 and its SIC code is 5047.