Caring Alternatives

What Caring Alternatives does

Caring Alternatives, LLC is a privately held, family-involved assisted living provider founded in 1996 and headquartered in Muskego, Wisconsin. The company operates three small-format residential facilities in the Milwaukee metropolitan area — Creek Side Manor (20 units) and Creek Side Terrace (25 units) in Oak Creek, and Caring Alternatives of Muskego (30 units) — totaling 75 licensed residential units. It is licensed by the Wisconsin Department of Health Services as a Community Based Residential Facility (CBRF) at the CNA level, which permits the company to serve higher-acuity residents, including those with cognitive impairments and non-ambulatory individuals, distinguishing it from basic assisted living operators. All three locations hold WALA Diamond Accreditation, and staff are trained through the Virtual Dementia Tour (Second Wind Dreams) and the Music and Memory national certification program, providing the basis for specialized memory-care delivery.

The company's service portfolio spans Assisted Living Care, Memory Care, Respite Care, and End-of-Life Care, anchored by an explicit aging-in-place philosophy that allows residents to remain in place as needs escalate, supplemented by contracted external healthcare agencies and on-site physical, occupational, and speech therapy. Care delivery is enabled by a wireless resident call system and standard operational infrastructure; there is no proprietary technology platform or AI component. The business model is a single all-inclusive monthly subscription fee based on room style (private studio vs. two-room suite), with all care services bundled — no tiered care-level pricing — and revenue is diversified across private pay, long-term care insurance, VA Aid and Attendance benefits, and Wisconsin Medicaid waiver programs.

Go-to-market is sales-led and relationship-driven rather than digital-scaled: the Marketing Director (Jo Walczak) and Director of Operations (Brenda Fonseca) handle direct family outreach, tour scheduling, and admission. Distribution is exclusively through the three Wisconsin facilities, with lead generation relying on word-of-mouth, the website, monthly newsletters, professional referrals from healthcare agencies and county Aging and Disability Resource Centers, and a substantial family-testimonial corpus. Headcount is in the 11-50 range, there are no external investors, parent company, or funding rounds disclosed, and the company has made no acquisitions.

Name

Caring Alternatives

Legal name

Caring Alternatives, LLC

Website

https://caringalternatives.net

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Caring Alternatives is a privately held, family-involved Wisconsin assisted living provider operating three small-format facilities (75 total units) in Oak Creek and Muskego, delivering assisted living, memory care, respite, and end-of-life care under an aging-in-place model since 1996.

Ownership category

akta.pro rank

Product category

Assisted Living Services

NAICS

Assisted Living Facilities for the Elderly (623312)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Assisted Living with Enhanced Care / High-Acuity (Aging-in-Place) (HLADABAC)

akta.pro secondary industry

Assisted Living with Memory Care (Mixed Campus) (HLADABAB)

Keywords

• Assisted living services
• Senior residential care
• Memory care services
• Respite care programs
• End of life care

Headquarters

HQ city

Muskego

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Private Pay / Monthly Fees: Primary revenue stream from private pay arrangements where residents or families pay monthly fees directly. Caring Alternatives charges one set fee based on room style with no additional levels of care costs, simplifying billing for families.
2. Long Term Care Insurance: Revenue received from long-term care insurance policies which typically cover assisted living services. Families submit claims directly to insurance providers.
3. Veterans Aid and Attendance Benefit: Veterans or surviving spouses who served during wartime periods may receive additional pension benefits through the VA Aid and Attendance program to help cover assisted living costs.
4. Medicaid Waiver Programs: Wisconsin Medicaid waiver programs provide financial assistance for eligible seniors requiring assisted living care. Contact through county Aging and Disability Resource Centers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Caring Alternatives is an independently owned assisted living provider operating three residential facilities (75 total units) in Oak Creek and Muskego, Wisconsin. It delivers all-inclusive personal care, memory care, respite care, and end-of-life care services under an aging-in-place philosophy, with a single monthly fee covering room, meals, nursing, medication management, activities, and on-site therapies. The facilities are CBRF-licensed at the CNA level, allowing them to serve residents with cognitive impairments and non-ambulatory needs.

Product overview

Caring Alternatives is an independently owned and operated assisted living provider offering a portfolio of three residential facilities across Oak Creek and Muskego, Wisconsin: Creek Side Manor (20 units), Creek Side Terrace (25 units), and Caring Alternatives of Muskego (30 units). The company provides a unified suite of care services—Assisted Living Care, Memory Care, Respite Care, and End of Life Care—designed around an aging-in-place philosophy. Supporting services include on-site physical, occupational, and speech therapy, therapeutic activities (music therapy, art therapy, brain fitness), housekeeping, laundry, and dining. All three facilities are licensed Community Based Residential Facilities (CBRF) by the Wisconsin Department of Health Services and hold WALA Diamond Accreditation.

Differentiator

Problem solved

Functional benefit

Brands

• Creek Side Manor: 20-unit residence in Oak Creek, WI with private rooms and suites for couples.
• Creek Side Terrace
• Caring Alternatives of Muskego

Products and services

• Assisted Living Care Personalized assisted living care providing assistance with daily activities, 24/7 licensed nursing, medication management, nutritious dining, housekeeping, and laundry across three Wisconsin facilities, with individualized care plans tailored to each resident's physical, emotional, and social needs.
• Memory Care

Quantifiable outcome

• Ulcers healed within first 2 months of residency at Caring Alternatives Muskego under excellent nursing care
• +1 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Wisconsin Department of Health ServicescoreOthers
• Healthcare Agencies (Contracted)coreStrategic or Co-development Partner
• Wisconsin Assisted Living Association (WALA)minorOthers
• Music and MemoryminorOthers
• Second Wind Dreams (Virtual Dementia Tour)minorOthers

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Capri Communities: Wisconsin-based senior living operator with multiple assisted living and memory care communities across the Milwaukee metro and southeastern Wisconsin. Comparable in CBRF licensure and aging-in-place service model, but operates at meaningfully larger portfolio scale than Caring Alternatives.
• Heritage Senior Living: Wisconsin-based assisted living and memory care provider with communities in greater Milwaukee and throughout the state. Directly comparable in service mix (assisted living, memory care, respite) and Wisconsin CBRF regulatory model, with a similar small-to-mid facility footprint.
• New Perspective Senior Living: Midwest-based senior living operator with assisted living and memory care communities, including locations in the greater Milwaukee area. Comparable aging-in-place philosophy and dementia programming, but at meaningfully larger company scale.
• St. Ann Center for Intergenerational Care: Milwaukee-based nonprofit providing assisted living, memory care, and adult day services. Comparable Wisconsin regulatory environment and service mix, with overlap in target geography though distinct ownership structure.
• Dimensions Living: Wisconsin-based senior living provider operating assisted living and memory care communities, including locations in southeastern Wisconsin. Comparable in CBRF-style service model and focus on small, home-like settings.

Direct peers

• Azura Memory Care: Wisconsin-based memory care and assisted living operator with multiple communities across the state. Closely comparable focus on dementia care, smaller community sizes, and Wisconsin-specific regulatory licensing — a direct niche competitor for memory care residents in the Milwaukee market.
• Compass Senior Living: Operator of small, homestyle assisted living and memory care communities in the Midwest and Western U.S. Directly comparable in philosophy (small community feel, aging in place, memory care focus) and in targeting residents/families seeking non-institutional care.
• Silverado Senior Living: Memory care-focused assisted living operator with dementia-certified programs and specialty therapies (music, sensory) similar to Music and Memory and Virtual Dementia Tour offerings. A direct comparable on memory care clinical programming and quality credentials, though at national scale.

Broad incumbents

• Brookdale Senior Living: National senior living operator with assisted living, memory care, and CCRCs in markets across the U.S., including Wisconsin. Overlaps with Caring Alternatives on core assisted living and memory care services, but operates as a much larger incumbent with broader services and pricing tiers.

Others

• A Place for Mom: National senior living referral and advisory platform that connects families with assisted living and memory care providers, including Wisconsin operators like Caring Alternatives. Comparable as a customer acquisition and lead-generation channel, not a direct operating peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Caring Alternatives