Clarity Care

What Clarity Care does

Clarity Care, Inc. is a Wisconsin-based 501(c)(3) nonprofit personal care agency founded in 1972 and headquartered in Oshkosh, WI. The organization delivers a comprehensive suite of home and community-based services to individuals with developmental disabilities, physical disabilities, traumatic brain injuries, mental illness, and aging-related needs across 21 Wisconsin counties in the Fox Valley and Central Wisconsin regions. Core service lines include state-certified Home Care Services (in-home personal and supportive care), Residential Services (CBRFs, Adult Family Homes, Community Supported Living, Respite, and Youth Services/CLTS), Day Services, Community Employment Services, and the 69-unit Heritage Court independent living community for adults 55+ in Oshkosh. The organization also operates a state-approved Training Institute (since 1988) offering caregiver certification courses both in-person and virtually via GoTo, and two innovative sub-programs: the Family & Friends Program (paying family caregivers $15/hr) and Help at Home (sliding-scale subsidized care for those at or below 350% of the federal poverty level). Clarity Care serves over 1,500 clients with 550-800 team members, under a revenue model dominated by Wisconsin Medical Assistance (Medicaid), the IRIS self-directed program, Managed Care Organizations, private pay, Heritage Court rental income, training fees, and charitable donations. Leadership transitioned in October 2024 with CEO Steve Horstmann (BSN, MBA). Technologically, the organization is a labor-intensive direct-care provider with no disclosed AI, proprietary software, or technology platform; it relies on commodity tools (GoTo for virtual training, Constant Contact for email, Google Translate for website accessibility).

Name

Clarity Care

Legal name

Clarity Care, Inc.

Website

https://claritycare.org

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Clarity Care is a Wisconsin 501(c)(3) nonprofit personal care agency founded in 1972, serving over 1,500 individuals with disabilities, aging-related needs, and chronic conditions across 21 counties through home care, residential services, day programs, senior living, and caregiver training.

Ownership category

akta.pro rank

Product category

Home Healthcare Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Residential Intellectual and Developmental Disability Facilities (62321), Home Health Care Services (62161)

SIC

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

akta.pro primary industry

Respite Care for Adults with Disabilities / Special Needs (HSABAGAI)

Keywords

• Home care services
• Personal care agency
• Residential services
• Caregiver training
• Senior living

Headquarters

HQ city

Oshkosh

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Medical Assistance (MA) / Medicaid Services: Government-funded personal care services authorized by Medical Assistance for eligible individuals including adults with disabilities. Covers help with bathing, dressing, cooking, eating, moving around, and other activities of daily living.
2. IRIS Program Services: Funding through the IRIS (Include, Respect, I Self-Direct) program for self-directed care services for individuals with developmental disabilities.
3. Managed Care Organization Services: Services funded through Managed Care Organizations for eligible participants.
4. Private Pay Services: Direct payment for services by individuals or families who do not qualify for government assistance or prefer to pay privately.
5. Heritage Court Senior Living Rent: Rental income from 69 independent living apartments for adults 55+ at Heritage Court. Rent includes utilities, cable TV, and amenities. Also offers below-market-rent apartments for those who qualify.
6. Family & Friends Program Wages: Family caregivers provide services authorized by Medical Assistance and receive hourly wages of $15.00/hr and up to 40 hours per week, with state/federal mandated benefits.
7. Training Institute Fees: State-approved caregiver training courses offered to individuals, agency employees, and Clarity Care staff. Classes include Standard Precautions, Fire Safety, First Aid, Medication Administration, and more.
8. Donations and Grants: 501(c)(3) nonprofit organization that receives charitable donations, endowment fund contributions through community foundations, and grants from donors and grantors supporting programs like Chance.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Clarity Care is a 501(c)(3) nonprofit personal care agency providing a comprehensive suite of in-home, residential, day, and community-based support services for adults with disabilities, elderly individuals, and children with developmental disabilities across 21 Wisconsin counties. Core offerings include state-certified Home Care, residential facilities (CBRFs and Adult Family Homes), Community Employment Services, the Training Institute for caregiver certification, and the Heritage Court independent living community for adults 55+.

Product overview

Clarity Care operates as a nonprofit personal care agency offering a comprehensive suite of healthcare and support services through multiple interconnected programs. The core offerings include Home Care Services (state-certified in-home personal care), Residential Services (CBRFs, Adult Family Homes, and supported living since 1972), and Community Employment Services. Supporting these are specialized programs: Help at Home (sliding-scale subsidized care), Family & Friends (paid family caregiving), Training Institute (state-approved caregiver certification via in-person and GoTo-powered virtual classes), Heritage Court (55+ independent living apartments), Day Services, Youth Services/CLTS, Community Supported Living Program (CSLP), Chance (enrichment activities), and Respite Care. The company serves over 1500 clients across 21 Wisconsin counties with 550+ staff members.

Differentiator

Problem solved

Functional benefit

Brands

• Heritage Court: Independent apartment community for adults 55+ located in Oshkosh, Wisconsin. Heritage Court provides independent living options with 69 apartments (one- and two-bedrooms), offering maintenance-free lifestyle with supportive services available when needed.
• Family & Friends Program
• Help at Home

Products and services

• Home Care Services
• Help at Home Program Healthcare cost-bridging program for individuals who do not qualify for government assistance but cannot afford full service costs. Uses a sliding scale fee model subsidized by grants and charitable donations for those at or below 350% of federal poverty level.
• Family & Friends Program Program that pays family members or friends $15.00/hr (up to 40 hours/week with benefits) to provide personal care services to adults who qualify for Medical Assistance (MA).
• Training Institute State-approved caregiver training program offering in-person and virtual classes (via GoTo) covering Fire Safety, First Aid & Choking, Standard Precautions, Medication Administration, Resident Rights, and Challenging Behaviors/Food Service, with online registration and individual course enrollment.
• Heritage Court Independent Living Apartments Independent apartment community in Oshkosh, Wisconsin for adults age 55 and older, featuring 69 apartments (51 one-bedroom, 18 two-bedroom) with amenities including an exercise room, game room, library, hair salon, and optional meal services. Monthly rents range from $806 to $926 including utilities, cable TV, and amenities.
• Residential Services Community-Based Residential Facilities (CBRFs), Licensed and Non-Licensed Adult Family Homes (AFHs), Community Supported Living, Supportive Home Care, and Respite Services serving persons with developmental disabilities, physical disabilities, traumatic brain injuries, mental illness, and the elderly across multiple Wisconsin counties.
• Day Services Day Service Center providing structured, supportive environment for individuals with developmental disabilities, offering training in daily living skills, choice-making, and independence through individual and group activities, with group (1:3/4 staffing) and intensive (1:1 staffing) rates.
• Youth Services (CLTS) Children's Long-Term Support (CLTS) program for individuals ages 8-17 with developmental disabilities, providing daily living skills development, confidence building, transportation to programming, respite care, and licensed community involvement services.
• Community Supported Living Program (CSLP) Customized, flexible support for individuals requiring assistance for independent living in their own home, apartment, or community setting, including home management, community inclusion, problem-solving, money management, medical care management, and caregiver training.
• Chance Program Enriching events, activities, and life skills program for adults with disabilities, funded by donors and grantors to provide community inclusion opportunities.
• Respite Care Temporary care services offered in residential homes when a consumer's living situation changes or their principal caregiver is unavailable, with flexible arrangements from weekend monthly stays to two-week annual visits.
• Community Employment Services (CES) Employment assistance for individuals facing employment barriers to obtain and retain competitive integrated employment, including internship/temporary work experience, job shadowing, skills training, on-the-job assessments, job preparation, development, and retention support.

Quantifiable outcome

• Serving over 1500 clients across 21 Wisconsin counties
• +3 more outcomes

Named customers4 records

Segments9 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• Division of Vocational Rehabilitation (DVR)coreStrategic or Co-development PartnerDVR refers clients to Clarity Care's Community Employment Services program. Individuals eligible for DVR services can access employment support through Clarity Care to obtain and retain competitive integrated employment.
• Oshkosh Area Community FoundationsupportingOthersDonations to Clarity Care's endowment fund can be made through the Oshkosh Area Community Foundation (230 Ohio St. Suite 100, Oshkosh, WI 54902).
• Community Foundation of the Fox Valley RegionsupportingOthersDonations to Clarity Care's designated fund can be made through the Community Foundation of the Fox Valley Region (P.O. Box 563, Appleton, WI 54912).
• Greater Green Bay Community FoundationsupportingOthersDonations to Clarity Care can be made through the Greater Green Bay Community Foundation (310 West Walnut St., Green Bay, WI 54303).
• IRIS (Include, Respect, I Self-Direct)coreStrategic or Co-development PartnerWisconsin's IRIS program provides self-directed care services. Clarity Care serves as a provider under IRIS for individuals with developmental disabilities who self-direct their services.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bethesda: Wisconsin-based nonprofit providing residential, day, and community services for people with intellectual and developmental disabilities, with a comparable mission, funding mix (Medicaid, IRIS, county funding), and service portfolio to Clarity Care.
• St. Coletta of Wisconsin: Wisconsin nonprofit serving individuals with intellectual and developmental disabilities through residential, day, and educational programs. Direct competitor for I/DD referrals, state contracts, and donor support across overlapping Wisconsin counties.
• REM Wisconsin: Wisconsin provider of residential, day, and supported living services for people with developmental disabilities, part of the broader Sevita network. Competes with Clarity Care for state Medicaid waiver contracts, IRIS participants, and direct-care staff in overlapping service areas.
• Lutheran Social Services of Wisconsin & Upper Michigan: Faith-based nonprofit offering aging, disability, and community services across Wisconsin, including in-home care and residential programs. Comparable in scale, geographic reach, mission-driven nonprofit status, and reliance on Wisconsin Medicaid funding.
• Easter Seals Southeast Wisconsin: Wisconsin affiliate of Easterseals providing residential, day, and employment services for individuals with disabilities. Similar nonprofit funding model, Medicaid reliance, and overlapping service categories with Clarity Care.

Broad incumbents

• Sevita Health: National operator (formerly The MENTOR Network) of home and community-based services for individuals with I/DD, brain injury, and aging populations. Operates REM Wisconsin within the state, giving it direct overlap with Clarity Care's core I/DD services at much greater scale.
• BrightSpring Health Services: Diversified national provider of home health, hospice, pharmacy, and I/DD behavioral health services (formerly ResCare/Kindred at Home). Overlaps with Clarity Care in home care, residential I/DD, and community-based services, but at significantly greater scale and with broader service lines.
• Help at Home: National personal care services provider focused on Medicaid-funded in-home care for seniors and individuals with disabilities. Competes with Clarity Care's Home Care, Help at Home, and Family & Friends programs for Medicaid waiver clients and direct-care staff in Wisconsin-adjacent markets.
• Bayada Home Health Care: National nonprofit home health and personal care services organization operating across many U.S. states. Comparable in mission-driven positioning and personal care services, with broader clinical scope and greater geographic reach than Clarity Care.
• Aveanna Healthcare: National provider of pediatric and adult home health, private duty nursing, and medical solutions. Overlaps with Clarity Care's home health and personal care offerings but operates at significantly greater scale and serves medically complex pediatric populations as a primary focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Clarity Care