What LeadingAge does

LeadingAge is a 501(c)(3) nonprofit membership association founded in 1961 and headquartered in Washington, DC, that represents more than 5,300 nonprofit and mission-driven aging services provider organizations across the United States, supported by 38 state partner associations covering 50 states, DC, and Puerto Rico. Its membership spans the full continuum of aging services — skilled nursing, assisted living, memory care, affordable housing, retirement/life plan communities, adult day programs, hospice, PACE, and home-based care — and is served by a roughly 90-person national staff under President and CEO Katie Smith Sloan.

The organization's product surface is a portfolio of member services rather than a unified software platform. Core offerings include the LeadingAge Learning Hub (an online education platform with hundreds of resources), the Larry Minnix Leadership Academy and other leadership programs, the Annual Meeting and Leadership Summit (major convening events), a member networking layer (including the Leaders of Color Network and Shared Learning Series), the Resource Library, the Report Portal, the Career Center, and an Advocacy Action Center for federal and state policy engagement. The Learning Hub is the primary digital touchpoint; the organization also operates sub-brands including the LeadingAge LTSS Center @ UMass Boston (research) and the Global Ageing Network (international).

LeadingAge's business model is a multi-stream association revenue engine: tiered annual membership dues (provider, business/corporate, student, and associate tiers), Corporate Partnership Program fees (with a Gold Partner tier that includes PointClickCare, Ziegler, Greystone, Value First, UST, EPIC, Care-Scout, and Dorvie), event revenue from the Annual Meeting and Leadership Summit, paid content and Learning Hub access, and tax-deductible donations to the Leadership Development Fund. Go-to-market is community-led: members are acquired through advocacy leadership, educational programming, and convening, with the 38 state partners providing last-mile distribution and state-level member support.

Name

LeadingAge

Legal name

LeadingAge

Website

https://leadingage.org

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

1–10 employees

Short description

LeadingAge is a 501(c)(3) nonprofit membership association founded in 1961 that represents 5,300+ nonprofit aging services providers across all 50 states, delivering advocacy, education, leadership development, events, and research through the Learning Hub and 38 state partners.

Ownership category

akta.pro rank

Product category

Aging Services Membership Association

NAICS

Professional Organizations (81392), Grantmaking and Giving Services (81321)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Affordable Housing & Community Development (Housing, Community Land Trusts) (BPAGALAC)

akta.pro secondary industry

Active Adult / Senior Community Association Management (BPAJAHAJ)

Keywords

• Aging services association
• Nonprofit senior care membership
• Long-term care advocacy
• Aging services education
• Senior living policy

Headquarters

HQ city

Newton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Others

Revenue model

1. Membership Dues: LeadingAge generates revenue through membership fees from provider members (nonprofit aging services providers), business members (corporate partners), student members, and associate members. Provider membership is described as offering exclusive benefits including tools, resources, and business intelligence.
2. Corporate Partnership Program: Business firms join through the Corporate Partner Program to connect with provider members, generating revenue through partnership fees and sponsorship opportunities.
3. Leadership Development Fund Donations: Tax-deductible donations to the Larry Minnix Leadership Development Fund supporting leadership development programs. Minimum donation of $25, with popular amounts of $50, $100, $250, $500.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

LeadingAge is a national membership association that sells access to advocacy, education, applied research, leadership development, peer networking, and policy resources to nonprofit aging services providers. Its core deliverables are annual memberships, the Learning Hub online courses, the Annual Meeting and Leadership Summit, the Resource Library and Report Portal, and federal/state advocacy representation on issues affecting nursing homes, assisted living, affordable senior housing, hospice, PACE, and home-based care.

Product overview

LeadingAge is a membership-based association offering a portfolio of services rather than a unified product. The core offerings include the LeadingAge Learning Hub (an online learning platform), Leadership Programs (including the Larry Minnix Leadership Academy), Annual Meeting and Leadership Summit events, Member Networking, a Resource Library, Advocacy & Policy Services, a Career Center, and the Report Portal. These services support nonprofit aging services providers through education, professional development, advocacy, networking, and industry resources.

Differentiator

Problem solved

Functional benefit

Brands

• Global Ageing Network: International network affiliated with LeadingAge focusing on global aging issues and collaboration.
• LeadingAge LTSS Center @ UMass Boston
• LeadingAge Learning Hub

Products and services

• LeadingAge Learning Hub Online learning platform offering hundreds of courses and resources for aging services professionals on topics such as Medicare Advantage, life plan community solvency, and AI in aging services. Used by members for professional development and continuing education.
• Leadership Programs (Larry Minnix Leadership Academy) National leadership development programs designed to grow strong, diverse leaders in the aging services field, with the Larry Minnix Leadership Academy as the flagship offering.
• Annual Meeting and Leadership Summit
• Member Networking and Communities Member networking opportunities including the Leaders of Color Network, Shared Learning Series, and other peer communities for connection and best-practice sharing across the aging services field.
• Resource Library
• Advocacy and Policy Services
• Career Center
• LeadingAge Report Portal
• Provider Membership
• Business / Corporate Partner Program Membership
• Student Membership
• Associate Membership

Quantifiable outcome

• Thousands of people have accessed the Learning Hub's hundreds of resources in the past year on topics from navigating Medicare Advantage and life plan community solvency to AI in aging services
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

48 partnerships are on record, tiered gold partner, core partner and minor.

• Care-Scoutgold partnerGTM or Marketing PartnerGold Partner in LeadingAge Corporate Partner Program, providing services to support aging services providers
• Dorviegold partnerGTM or Marketing PartnerGold Partner offering solutions for aging services providers through the LeadingAge partnership
• EPIC (Experience Per Innovation Care)gold partnerTechnology or IntegrationGold Partner providing technology solutions for the aging services sector
• Greystonegold partnerGTM or Marketing PartnerGold Partner offering financing and investment solutions for senior living and healthcare
• PointClickCaregold partnerTechnology or IntegrationGold Partner providing cloud-based electronic health records and care management technology for senior living
• UST (Workforce Solutions for Nonprofits)gold partnerGTM or Marketing PartnerGold Partner offering workforce solutions specifically designed for nonprofit aging services organizations
• Value First (Member-Driven Group Purchasing)gold partnerGTM or Marketing PartnerGold Partner providing member-driven group purchasing solutions for aging services providers
• Zieglergold partnerGTM or Marketing PartnerGold Partner offering investment banking and financial advisory services for senior living and healthcare
• LeadingAge Arizonacore partnerStrategic or Co-development PartnerState partner association providing Arizona-specific aging services advocacy and member support. Contact: 602-230-0026
• LeadingAge Californiacore partnerStrategic or Co-development PartnerState partner association for California. Contact: 916-392-5111
• LeadingAge Coloradocore partnerStrategic or Co-development PartnerState partner for Colorado aging services providers. Contact: 303-837-8834
• LeadingAge Connecticut & Rhode Islandcore partnerStrategic or Co-development PartnerCombined state partner for Connecticut and Rhode Island. Contact: 203-678-4477
• LeadingAge DCcore partnerStrategic or Co-development PartnerState partner for Washington, D.C. Contact: 202-783-2242
• LeadingAge Georgiacore partnerStrategic or Co-development PartnerState partner for Georgia. Contact: 404-872-9191
• LeadingAge Illinoiscore partnerStrategic or Co-development PartnerState partner for Illinois. Contact: 630-325-6170
• LeadingAge Indianacore partnerStrategic or Co-development PartnerState partner for Indiana. Contact: 317-733-2380
• LeadingAge Iowacore partnerStrategic or Co-development PartnerState partner for Iowa. Contact: 515-440-4630
• LeadingAge Kansascore partnerStrategic or Co-development PartnerState partner for Kansas. Contact: 800-264-5242
• LeadingAge Kentuckycore partnerStrategic or Co-development PartnerState partner for Kentucky. Contact: 502-992-4380
• LeadingAge Maine & New Hampshirecore partnerStrategic or Co-development PartnerCombined state partner. Contact: 603-292-6441
• LeadingAge Marylandcore partnerStrategic or Co-development PartnerState partner for Maryland. Contact: 443-952-3320
• LeadingAge Massachusettscore partnerStrategic or Co-development PartnerState partner for Massachusetts. Contact: 617-244-2999
• LeadingAge Michigancore partnerStrategic or Co-development PartnerState partner for Michigan. Contact: 517-323-3687
• LeadingAge Minnesotacore partnerStrategic or Co-development PartnerState partner for Minnesota. Contact: 800-462-5368
• LeadingAge Missouricore partnerStrategic or Co-development PartnerState partner for Missouri. Contact: 573-635-6244
• Montana Hospital Association (MHA)core partnerStrategic or Co-development PartnerState partner association for Montana through MHA. Contact: 406-442-1911
• LeadingAge Nebraskacore partnerStrategic or Co-development PartnerState partner for Nebraska. Contact: 402-975-8436
• LeadingAge New Jersey & Delawarecore partnerStrategic or Co-development PartnerCombined state partner. Contact: 609-452-1161
• LeadingAge New Yorkcore partnerStrategic or Co-development PartnerState partner for New York. Contact: 518-867-8383
• LeadingAge North Carolinacore partnerStrategic or Co-development PartnerState partner for North Carolina. Contact: 919-571-8333
• LeadingAge Ohiocore partnerStrategic or Co-development PartnerState partner for Ohio. Contact: 614-444-2882
• LeadingAge Oklahomacore partnerStrategic or Co-development PartnerState partner for Oklahoma. Contact: 405-262-5262
• LeadingAge Oregoncore partnerStrategic or Co-development PartnerState partner for Oregon. Contact: 503-684-3788
• LeadingAge Pacific Westcore partnerStrategic or Co-development PartnerRegional partner covering Nevada, Idaho, Hawaii. Contact through LeadingAgePacificWest.org
• LeadingAge Pennsylvaniacore partnerStrategic or Co-development PartnerState partner for Pennsylvania. Contact: 717-763-5724
• LeadingAge South Carolinacore partnerStrategic or Co-development PartnerState partner for South Carolina. Contact: 843-518-1131
• South Dakota Association of Healthcare Organizations (SDAHO)core partnerStrategic or Co-development PartnerState partner for South Dakota through SDAHO. Contact: 605-361-2281
• LeadingAge Southeastcore partnerStrategic or Co-development PartnerRegional partner for southeastern states. Contact: 850-671-3700
• LeadingAge Tennesseecore partnerStrategic or Co-development PartnerState partner for Tennessee. Contact: 615-970-7269
• LeadingAge Texascore partnerStrategic or Co-development PartnerState partner for Texas. Contact: 512-467-2242
• LeadingAge Virginiacore partnerStrategic or Co-development PartnerState partner for Virginia. Contact: 804-965-5500
• LeadingAge Washingtoncore partnerStrategic or Co-development PartnerState partner for Washington. Contact: 253-964-8870
• LeadingAge Wisconsincore partnerStrategic or Co-development PartnerState partner for Wisconsin. Contact: 608-255-7060
• Wyoming Long Term Care Associationcore partnerStrategic or Co-development PartnerState partner for Wyoming. Contact: 307-632-9344
• Global Ageing Networkcore partnerStrategic or Co-development PartnerInternational network partner for global ageing initiatives and collaboration
• LeadingAge LTSS Center @ UMass Bostoncore partnerStrategic or Co-development PartnerResearch center partnership with University of Massachusetts Boston focused on long-term services and supports
• National Housing and Rehabilitation Association (NH&RA)minorStrategic or Co-development PartnerCo-organized congressional briefing on BABA requirements for affordable housing with LeadingAge and other housing organizations
• 2Life CommunitiesminorStrategic or Co-development PartnerLeadingAge member presenting at congressional briefing about BABA compliance challenges for affordable senior housing development

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Argentum: National trade association representing senior living providers, primarily serving for-profit and multi-site operators. Directly comparable as a peer association for the U.S. aging services sector, but competing on the for-profit side of the market that LeadingAge excludes by mission.
• American Health Care Association / National Center for Assisted Living (AHCA/NCAL): Largest national association representing skilled nursing facilities and assisted living providers, including both for-profit and nonprofit operators. Directly comparable mission, advocacy model, and federal policy influence; overlaps significantly with LeadingAge's skilled nursing and assisted living members.
• National Association for Home Care & Hospice (NAHC): National trade association representing home care and hospice providers, including many nonprofit agencies. Comparable as a sector-specific advocacy and education body for one of LeadingAge's core service segments (home-based care and hospice).
• American Seniors Housing Association (ASHA): Membership organization for senior housing executives and operators, focused primarily on independent living and assisted living. Comparable as a peer association serving senior housing providers, though with a more for-profit-leaning membership.
• National Hospice and Palliative Care Organization (NHPCO): National nonprofit membership organization representing hospice and palliative care providers. Comparable membership-association structure, federal advocacy focus, and educational programming for one of LeadingAge's core service lines (hospice).
• National Council on Aging (NCOA): National nonprofit organization focused on improving the lives of older adults through advocacy, programs, and partnerships. Comparable as a peer nonprofit in the aging services ecosystem with overlapping advocacy and education missions.

Emerging players

• Aging Life Care Association: Professional membership organization for geriatric care managers and aging life care professionals. Comparable professional-association model for a more specialized segment of the aging services workforce adjacent to LeadingAge's provider members.
• PHI (Paraprofessional Healthcare Institute): National nonprofit focused on the direct-care workforce supporting older adults and people with disabilities. Comparable as a mission-driven nonprofit addressing workforce quality issues that overlap directly with LeadingAge's workforce shortage advocacy.

Broad incumbents

• AARP: Largest national membership organization for older Americans, with 38 million members and a broad advocacy, information, and services portfolio. Comparable as a peer in the U.S. aging ecosystem but at vastly larger scale and consumer-facing rather than provider-facing.

Others

• Eldercare Locator / Administration for Community Living (ACL): Federally funded resource supporting older adults and families in finding local aging services. Comparable in mission focus on the aging services ecosystem but functions as a public sector navigator rather than a membership association.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks2 records

Key highlights6 records

Customer concentration

• Xtwitter.com/leadingage
• Facebookfacebook.com/LeadingAge
• LinkedInlinkedin.com/company/leadingage
• Instagraminstagram.com/leadingage

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 LeadingAge