NVNA and Hospice

What NVNA and Hospice does

NVNA and Hospice, legally Norwell Visiting Nurse Association, Inc., is a Massachusetts-incorporated 501(c)(3) nonprofit that rebranded to Croí Health on December 1, 2025. Founded in 1920 and headquartered in Norwell, MA, the organization delivers physician-ordered skilled home care, palliative care, and hospice services to approximately 5,000 families annually across 27 South Shore communities from Milton to Plymouth. Its product portfolio spans four core clinical lines (Home Care, Palliative Care, Hospice Care in the home, and Hospice Care at the 14-bed Pat Roche Hospice Home in Hingham) plus adjunct services including Private Duty companion/homemaker care, Bereavement support extending 13 months post-loss, Spiritual Care via multi-faith chaplaincy, free community Support Groups, and Concierge Care navigation. Clinical operations run seven days a week via a 400-employee workforce delivering in-home visits, supported by telehealth demonstrations by home health aides.

Revenue mechanics are tripartite: Medicare/Medicaid reimbursement for physician-ordered skilled home health, hospice, and palliative services (the dominant stream); private pay for non-covered Private Duty companion/homemaker services; and a sizable fundraising program anchored by the $20 million Voices capital campaign over five years plus the annual The 12 event and a separate Croí Health Charitable Fund that handles stock gifts and major-donor stewardship. Distribution is entirely field-based: patients access the organization through primary care physician referrals (or by self-requesting 'NVNA' or 'Croí Health' by name), with revenue cycle dependent on federal and state reimbursement rate-setting rather than commercial pricing. Go-to-market relies on reputational referrals, regional earned media, an active community support-group presence, and a dedicated advancement team. Technology footprint is limited to standard healthcare IT for clinical documentation plus consumer telehealth tools; there is no disclosed proprietary platform, API, or AI capability, and the organization carries no patents or trademarks in the dataset.

Strategically, the Croí Health rebrand signals an intent to professionalize the brand beyond the legacy visiting-nurse identity, expand palliative care and hospice residential capacity, and continue geographic extension on the South Shore. Capacity constraints typical of labor-dependent home health, alongside Medicare/Medicaid reimbursement risk, remain the principal operating variables.

Name

NVNA and Hospice

Legal name

Norwell Visiting Nurse Association, Inc.

Website

https://nvna.org

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

251–500 employees

Short description

NVNA and Hospice (now Croí Health) is a Massachusetts 501(c)(3) nonprofit founded in 1920 that delivers physician-ordered home care, palliative care, and hospice services, including at the 14-bed Pat Roche Hospice Home in Hingham, to roughly 5,000 families annually across 27 South Shore communities.

Ownership category

akta.pro rank

Product category

Home Health and Hospice Care Services

NAICS

Home Health Care Services (62161), Other Residential Care Facilities (62399), Home Health Care Services (621610)

SIC

Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050), Services-Health Services (8000)

akta.pro primary industry

Home Hospice Agencies (HLAFAEAC)

akta.pro secondary industries

Residential Hospice / Hospice House (Facility-Based) (HLADAHAC), In-Home Hospice Nursing Visits (RN/LPN) (HSABAFAL), In-Home Hospice Physician / Nurse Practitioner Visits (HSABAFAM), Non-Hospice Serious-Illness / Community-Based Palliative Care (In-Home) (HSABAFAF), Hospice Care in Assisted Living / Residential Care Facilities (HLADAHAE), Hospice Care in Nursing Facilities (SNF/NH Hospice) (HLADAHAD), Continuous Home Care (Crisis Hospice) (HSABAFAB)

Keywords

• Home health care
• Hospice services
• Palliative care
• Visiting nurse
• Community wellness

Headquarters

HQ city

Norwell

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, Technology or R&D, Infrastructure

Revenue model

1. Medicare and Medicaid Reimbursement: Certified home care services ordered by physicians and requiring skilled care are paid for by Medicare or other health insurances. Hospice care is covered by Medicare, Medicaid, and most private insurance plans with little to no cost to patients.
2. Private Pay Services: Private duty services providing home health care for loved ones including caregivers, homemakers, and companions. These are typically not covered by insurance, though some long-term care policies and veteran benefits may subsidize costs.
3. Charitable Donations and Fundraising: Non-profit relies on individual, family, and business donations. Ongoing Voices campaign raising $20 million over five years ($10M for hospice services, $10M for palliative care). Events like The 12 raise significant funds.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

NVNA and Hospice (D/B/A Croí Health) is a non-profit visiting nurse organization that delivers physician-ordered home health care, palliative care, and hospice services to patients in their homes and at its 14-bed Pat Roche Hospice Home residential facility. The organization serves 27 South Shore communities in Massachusetts with a clinical team providing skilled nursing, rehabilitation therapy, medical social work, home health aides, and end-of-life comfort care. Additional offerings include private duty companion services, bereavement counseling, spiritual care, community support groups, and care navigation (Concierge Care).

Product overview

NVNA and Hospice (now Croí Health) operates as a non-profit home health and hospice organization offering a continuum of care services. The core product portfolio includes Home Care (physician-ordered clinical services for recovery and chronic condition management), Palliative Care (holistic symptom management at any stage of illness), and Hospice Care (comfort-focused end-of-life support). These services are delivered in patients' homes, at the 14-bed Pat Roche Hospice Home residential facility in Hingham, or in assisted living/nursing facilities. Additional offerings include Private Duty Services (private pay supportive care), Bereavement Services (13-month grief support), Spiritual Care (chaplain services), and community Support Groups. The organization serves 27 South Shore communities from offices in Norwell and Plymouth, MA.

Differentiator

Problem solved

Functional benefit

Brands

• Pat Roche Hospice Home: A 14-bed residential hospice home in Hingham, MA providing a dignified and peaceful environment for residents facing a life-limiting illness. The name will remain unchanged following the Croí Health rebranding.

Products and services

• Home Care Physician-ordered skilled clinical and supportive services for individuals recovering from illness, injury, or managing chronic health conditions, provided in the patient's home. Includes skilled nursing, rehabilitation therapy, medical social workers, and home health aides. Covered by Medicare, Medicaid, and most private insurance plans.
• Palliative Care
• Hospice Care Comfort-focused care for individuals with terminal illness, providing professional medical care with emphasis on pain management and symptom relief. Includes physical, emotional, social, and spiritual support for patients and families, with 24/7 on-call access. Covered by Medicare, Medicaid, and most private insurance.
• Pat Roche Hospice Home 14-bed residential hospice home in Hingham, MA providing a dignified and peaceful environment for residents facing a life-limiting illness when home hospice is not feasible. Visitors welcome 10am-7pm; the first non-profit, independent hospice home of its kind on the South Shore.
• Private Duty Services Private pay services providing home health care for loved ones, including caregivers, homemakers, and companions. These supportive services promote safety and security of clients and are typically not covered by insurance, though some long-term care policies and veteran benefits may subsidize costs.
• Bereavement Services Psychological, emotional, and spiritual care for families and caregivers following a loved one's passing. Includes support groups, individual grief counseling, and community programs available for 13 months after loss.
• Spiritual Care Services Chaplain services providing emotional and spiritual support through compassionate listening, presence, prayer, and conversation. Available to patients and families of all faiths regardless of religious affiliation.
• Support Groups Community wellness programs including support groups for Alzheimer's/dementia caregivers, arthritis exercise, diabetes support, brain aneurysm support, caregiver support, Parkinson's support, and grief support. Held in communities and via Zoom.
• Concierge Care Care navigation and coordination services to help patients and families access the appropriate care services across the organization's continuum.

Quantifiable outcome

• Serves 5,000 families annually across 27 communities
• +1 more outcomes

Named customers3 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

Feature1 record

Partnerships

One partnership is on record.

• 110 FitnessminorStrategic or Co-development PartnerPartnership with 110 Fitness in Rockland to run a Parkinson's Caregiver Support Group. The support group is open to the entire Parkinson's community, meeting in-person at 110 Fitness and via Zoom.

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• BrightSpring Health Services: Public home and community-based health services provider including hospice and home health lines. Adjacent competitor with broader service portfolio including pharmacy and behavioral services.
• Compassus: National hospice, palliative, and home health provider operating across multiple states. Comparable in hospice and palliative care focus with significantly larger scale and broader footprint.
• Beth Israel Lahey Health at Home: Massachusetts health system-affiliated home health and hospice provider. Larger, system-owned competitor operating across broader MA geography with similar service mix.
• Amedisys: One of the largest national home health and hospice operators in the U.S. Public company with significant MA presence; competes on home health and hospice services with broader geographic reach.
• Encompass Health: National post-acute care provider with home health and hospice segment (recently announced Enhabit spin-off). Comparable in home health and hospice service lines, with materially larger scale.

Direct peers

• VNA Care Network & Hospice: Massachusetts-based non-profit visiting nurse association and hospice provider serving central and eastern MA. Most directly comparable non-profit peer with home health, hospice, and palliative service overlap.
• Care Dimensions: Non-profit hospice and palliative care provider in Massachusetts operating the Kaplan Family Hospice House, similar to Pat Roche. Overlaps on hospice, palliative, and residential hospice services in the broader MA market.

Regional players

• Old Colony Hospice & Palliative Care: Non-profit hospice serving southeastern Massachusetts including Plymouth County, overlapping with NVNA's service territory. Comparable non-profit hospice model with home hospice focus.

Emerging players

• Pennant Group: Public home health, hospice, and senior living operator with a community-based operating model. Comparable decentralized operating model and home-based services focus, though smaller and more growth-oriented than NVNA.

Others

• Home Care Alliance of Massachusetts: Industry association for Massachusetts home care and hospice providers, of which NVNA's CEO is past Chair. Not a competitor, but a relevant ecosystem participant shaping regional policy and standards.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@croihealth
• Facebookfacebook.com/CroiHealthMA
• LinkedInlinkedin.com/company/nvna-and-hospice
• Instagraminstagram.com/croi_health

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

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 NVNA and Hospice