Lakeland Care

What Lakeland Care does

Lakeland Care is a Wisconsin-based private non-profit Managed Care Organization (MCO) operating under contract with the Wisconsin Department of Health Services to administer the state's Family Care Medicaid program. Founded in 2000 (originally as Creative Care Options) and converted from a public long-term care district to a private non-profit in 2017, the organization serves frail elders (65+) and adults with physical, intellectual, or developmental disabilities through capitated Medicaid funding, with a 96% pass-through to member services and sub-4% administrative costs. The company additionally provides culturally responsive Tribal Care Services through partnerships with the Menominee Indian Tribe of Wisconsin and Oneida Nation.

The organization's product platform centers on the Family Care Program, which combines dedicated interdisciplinary care teams (care managers plus registered nurses), a network of 2,925+ contracted providers across 31 Wisconsin counties, and supporting infrastructure including a Self-Directed Supports module, a Provider Portal powered by DataClarity, claims submission through WPS Health Insurance, and a CMS-mandated Patient Access API. Additional offerings include the Pyx Health wellness companion app for members and caregivers, Member Employment Supports via partnerships with 40+ employment providers and the Division of Vocational Rehabilitation, and a Certified Adult Family Home program. Lakeland Care Plus operates as a wholly-owned IT services subsidiary extending the organization's technology capabilities to external healthcare and community organizations.

Lakeland Care generates revenue primarily through monthly capitated per-member payments from Wisconsin DHS for each enrolled Family Care member, with the rate set annually by state actuaries. Members are enrolled through county Aging and Disability Resource Centers (ADRCs) which serve as the single eligibility and placement gateway. The organization delivers services through 12 physical office locations across Wisconsin (Fond du Lac headquarters plus Appleton, Crivitz, De Pere, Madison, Manitowoc, Marinette, Oshkosh, Rhinelander, Shawano, Waupaca, and Wausau) and a broad provider network. In 2025, Lakeland Care expanded into the GSR5 region covering nine additional counties including Dane, and pursued (and subsequently dissolved) an affiliation with CareSource.

Name

Lakeland Care

Legal name

Lakeland Care Inc.

Website

https://lakelandcareinc.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Lakeland Care is a Wisconsin-based non-profit Managed Care Organization administering the state's Medicaid Family Care program for frail elders and adults with disabilities across 31 counties, funded through capitated per-member payments from the Wisconsin Department of Health Services.

Ownership category

akta.pro rank

Product category

Medicaid Managed Long-Term Care

NAICS

Services for the Elderly and Persons with Disabilities (62412), Services for the Elderly and Persons with Disabilities (624120)

SIC

Hospital & Medical Service Plans (6324)

akta.pro primary industry

Managed Care Entity Administration for Medicaid (MCO/PHP/PIHP/PAHP) (HLAEAEAJ)

akta.pro secondary industry

Medicaid Managed Care HMOs (HLAEAMAI)

Keywords

• Managed care services
• Long-term care
• Medicaid managed care
• Family care program
• Care coordination

Headquarters

HQ city

Fond Du Lac

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Medicaid Capitated Revenue: Lakeland Care receives a monthly capitated (per-person) rate from the Wisconsin Department of Health Services for each enrolled Family Care member. The capitated rate covers all Family Care benefits and services. The rate is set annually by actuaries based on members' needs. Administrative costs are approximately 4% of funding, with 96% directed to member services.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Lakeland Care is a Wisconsin Managed Care Organization (MCO) that delivers the state's Family Care long-term care program under contract with the Wisconsin Department of Health Services. It provides care management, nursing support, and a network of 2,925+ contracted providers to frail elders, adults with disabilities, and tribal members across 31 Wisconsin counties. Services are funded through a capitated Medicaid per-member rate, with 96% of funding directed to member services.

Product overview

Lakeland Care is a Wisconsin-based Managed Care Organization (MCO) offering a unified Family Care Program that provides long-term care services through multiple integrated components. The core Family Care Program delivers care management, nursing support, and provider network coordination for eligible elders and adults with disabilities, augmented by specialized services including Tribal Care Services for Wisconsin's Menominee and Oneida Nations, Self-Directed Supports for member-controlled care, and the Pyx Health wellness companion app. Lakeland Care Plus operates as a separate IT services subsidiary. The organization maintains a network of over 2,900 contracted providers accessible through the DataClarity Provider Portal, with claims processing via WPS Health Insurance. Services are delivered across 32 Wisconsin counties from 12 office locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Family Care Program Wisconsin's Family Care long-term care program delivered as a Medicaid Managed Care Organization for eligible frail elders and adults with physical, intellectual, and developmental disabilities. Enrolled members receive care management, registered nurse support, and access to a network of 2,925+ contracted providers across 31 Wisconsin counties, covering personal care, transportation, therapy, employment support, mental health, nursing home care, and supportive home care.
• Tribal Care Services Culturally responsive Family Care services delivered in partnership with the Menominee Indian Tribe of Wisconsin and the Oneida Nation. Lakeland Care maintains dedicated Tribal Advisory Committees with each partnering Tribe for shared decision-making, providing care that respects tribal sovereignty, cultural traditions, and community-specific needs.
• Lakeland Care Plus (LC Plus Tech) A wholly-owned subsidiary of Lakeland Care that provides comprehensive Information Technology (IT) services designed to support mission, streamline operations, and empower organizational goals for individuals and organizations within Wisconsin communities.
• Certified Adult Family Home Program Certification agency service for 1-2 bed Adult Family Homes in Wisconsin. Supports providers through the certification process and ongoing compliance with Wisconsin Medicaid Standards, including sponsor binder and member binder documentation.
• Pyx Health for Members Free wellness companion app and support service for Lakeland Care enrolled members, offering 24/7 access to caring support staff, community resources, chatbot assistance, and helpful activities. Available via phone (1-855-499-4777) or web/mobile download.
• Pyx Health for Caregivers Free support program for caregivers of Lakeland Care members offering unlimited calls to trained staff, activities and tools to support caregiving, and access to resources such as respite care and support groups. Members use the partner code 'lakeland'.

Quantifiable outcome

• 96 cents of every dollar of funding used for services to members (administrative costs less than 4%)
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Project SEARCH (Goodwill North Central Wisconsin)minorStrategic or Co-development Partner · 1 January 2026Partnership with Project SEARCH program at Aspirus Rhinelander Hospital. Eight interns graduated from the program in 2026 after nine months of workplace training designed to help individuals with disabilities prepare for employment.
• Menominee Indian Tribe of WisconsincoreStrategic or Co-development Partner · 1 January 2018Lakeland Care began a partnership with the Menominee Tribe in 2018 to support the Tribe's transition from a long-term care support system operated under federal waiver authority to supports and services under Wisconsin's Family Care program. Tribal Advisory Committee maintained for shared decision-making.
• Oneida NationcoreStrategic or Co-development Partner · 1 January 2018Lakeland Care partnered with the Oneida Nation in 2018 to support the Tribe's transition from federal waiver authority to Wisconsin's Family Care program. Tribal Advisory Committee maintained for shared decision-making.
• Division of Vocational Rehabilitation (DVR)coreStrategic or Co-development PartnerActive partnership with DVR to help members on their career paths. DVR assists members in obtaining and maintaining competitive integrated employment.
• Employment Providers (40+)coreChannel Partner/ Reseller/ DistributorPartnership with more than 40 employment providers throughout Wisconsin to support member employment outcomes through prevocational services, supported employment, and competitive integrated employment.
• InControl Wisconsin (Caring Across Cultures)minorStrategic or Co-development PartnerPartnership with InControl Wisconsin to offer the Caring Across Cultures learning experience, helping people with disabilities and direct care workers develop stronger, more meaningful relationships through cultural competency training.
• Support Brokers (Community Horizons, Diverse Options, LSS, ODC, Palco, Vista Care)coreChannel Partner/ Reseller/ DistributorSix certified support brokers assist members who self-direct their services with guidance, employee management, and SDS participation support. Brokers include Community Horizons, Diverse Options, Lutheran Social Services, Opportunity for Development Centers, Palco, and Vista Care.
• Financial Management Service Providers (Acumen Fiscal, Fiscal Assistance, GT Financial, Jean Gottwald, Lori Knapp Choice, UCP)coreChannel Partner/ Reseller/ DistributorSeven FMS providers manage payroll and financial aspects for self-directed supports, including Acumen Fiscal, Fiscal Assistance, GT Financial, Jean Gottwald, Lori Knapp Choice, and United Cerebral Palsy.

Scale indicators5 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Elevance Health (Anthem): Major national managed care company with Medicaid and LTSS programs through Anthem Blue Cross Blue Shield state plans. Represents broad-based incumbent with capacity to enter Wisconsin LTSS market.
• Humana / CenterWell: National health insurer with significant LTSS and senior-care focus through CenterWell. Comparable in serving elderly/disabled populations with capitated care management models.
• Molina Healthcare: National Medicaid managed care company operating across many states with managed long-term care services. Represents larger-scale competitor that could enter or expand in Wisconsin LTSS market.
• UnitedHealth Group / UnitedHealthcare: Largest U.S. health insurer with significant Medicaid managed care and LTSS capabilities through UnitedHealthcare Community & State. National competitor that could pursue Wisconsin LTSS contracts.
• Centene Corporation: Largest U.S. Medicaid managed care insurer with broad LTSS offerings through subsidiaries (WellCare, Meridian). Could compete for Wisconsin Family Care contracts at national scale.

Direct peers

• My Choice Wisconsin: Wisconsin-based Managed Care Organization providing Family Care and other Medicaid long-term care services for elderly and disabled populations. Most direct competitor to Lakeland Care within the Wisconsin DHS Family Care program.
• Care Wisconsin: Wisconsin nonprofit MCO providing Family Care and other long-term care services to elderly and disabled members. Operates in overlapping Wisconsin geographies with similar member populations and capitated funding model.
• iCare (Independent Care Health Plan): Wisconsin Managed Care Organization serving Medicaid beneficiaries including LTSS populations. Competes with Lakeland Care for Family Care contracts and member enrollment in Wisconsin.
• CareSource: National nonprofit Managed Care Organization that announced a 2025 affiliation with Lakeland Care (later mutually dissolved). Directly comparable nonprofit MCO model serving Medicaid LTSS populations across multiple states.
• Community Care, Inc. (Wisconsin): Wisconsin Managed Care Organization providing Family Care long-term care services to elderly and disabled populations. Competes directly with Lakeland Care for member enrollment in Wisconsin counties.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LakelandCare
• LinkedInlinkedin.com/company/lakeland-care-district
• Instagraminstagram.com/lakelandcare

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Lakeland Care