Area Agency on Aging of Western Michigan

What Area Agency on Aging of Western Michigan does

The Area Agency on Aging of Western Michigan (AAAWM) is a 501(c)(3) nonprofit organization established in 1974 under the federal Older Americans Act, serving as the designated Area Agency on Aging for Region 8, a nine-county territory in West Michigan (Allegan, Ionia, Kent, Lake, Mason, Mecosta, Montcalm, Newaygo, and Osceola) spanning more than 7,000 square miles. Its mission is to support older adults aged 60+, adults with disabilities, and their caregivers to live independently and with dignity, primarily through aging-in-place services. In FY24 the organization served 36,147 unduplicated clients through a network of 57 contracted partners offering 68 unique services.

AAAWM's service portfolio centers on Care Management and the MI Choice Medicaid Waiver (Medicaid-funded in-home long-term care), supported by caregiver programs (Caregiver Resource Network, Caregiver University, Grandparents Raising Grandchildren), dementia education (state lead for Dementia Friends Michigan), health insurance counseling (SHIP), advocacy (Long Term Care Ombudsman, Kent County Elder Abuse Coalition, Advocates for Senior Issues), and evidence-based wellness (Engaging Wellness fitness classes). Delivery is overwhelmingly human and in-person: in-home personal care, home-delivered meals, adult day services, transportation, options counseling, and case management. Underlying technology is limited to two digital tools — an Online Service Directory for service navigation and a Partner Portal for contracted providers — with no proprietary platform, API, or software product.

The revenue model is structurally a government-grant pass-through. Funding flows from three primary streams: the federal Older Americans Act (multi-year contract allocations), the Michigan Department of Health and Human Services (including MI Choice Medicaid Waiver reimbursement), and the Kent County Senior Millage (local property-tax-based funding supporting Kent County residents 60+). Donations are accepted but represent a marginal stream. All client-facing services are provided at no cost to eligible beneficiaries. Leadership consists of CEO Kendrick Heinlein, CFO Scott Russett, and three Vice Presidents overseeing Human Resources/IT/Compliance, Contract Services/Program Development, and Care Management/MI Choice Compliance.

Name

Area Agency on Aging of Western Michigan

Legal name

Area Agency on Aging of Western Michigan

Website

https://aaawm.org

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

51–100 employees

Short description

The Area Agency on Aging of Western Michigan is a 501(c)(3) nonprofit designated under the Older Americans Act that delivers in-home care, caregiver support, dementia education, and Medicaid waiver services to 36,000+ older adults, adults with disabilities, and caregivers across nine West Michigan counties.

Ownership category

akta.pro rank

Product category

Senior and Aging Services

NAICS

Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

akta.pro secondary industries

Behavioral Health & Cognitive Support Coordination (Dementia, Depression, SUD) (HSABAIAF), Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK), Memory Care Units within Assisted Living Communities (HLADACAB)

Keywords

• Aging services
• In-home care
• Caregiver support
• Medicaid waiver programs
• Community-based services

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Federal Funding - Older Americans Act (OAA): Area Agencies on Aging were created by Congress in 1974 through the Older Americans Act. Funding supports home and community-based services to maximize independence and dignity of older adults. AAAWM receives federal allocation through the OAA on a multi-year contract basis.
2. Kent County Senior Millage: Local tax-based funding through Kent County Senior Millage provides services for older adults age 60+ in Kent County. An annual open proposal process allows organizations to submit RFPs for funding.
3. Michigan Department of Health and Human Services (MDHHS): State funding through MDHHS supports programs including MI Choice Medicaid Waiver, which provides in-home long-term care services for Medicaid-eligible individuals.
4. Donations: The organization accepts donations from the public to support services for older adults and caregivers.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Area Agency on Aging of Western Michigan (AAAWM) is a 501(c)(3) nonprofit that connects older adults (age 60+), adults with disabilities, and family caregivers across a nine-county West Michigan region to a coordinated network of in-home and community-based services. Its core offerings include Care Management and the MI Choice Medicaid Waiver for in-home long-term care, caregiver support through the Caregiver Resource Network, Person-Centered Options Counseling, the Long Term Care Ombudsman Program, SHIP Medicare counseling, and Dementia Friends Michigan (where AAAWM serves as state lead).

Product overview

The Area Agency on Aging of Western Michigan (AAAWM) is a 501(c)(3) nonprofit organization that serves as a regional hub for aging services, offering a coordinated network of programs rather than a single software product. The core service portfolio centers on in-home care (Care Management and MI Choice Medicaid Waiver programs), caregiver support (Caregiver Resource Network, respite services), dementia education (Dementia Friends Michigan as state lead), and protective services (Long Term Care Ombudsman, Elder Abuse Coalition). Supporting programs include Options Counseling, SHIP insurance assistance, grandparents support, community transitions, transportation, and nutrition services. The organization delivers these services through 60+ contracted partner agencies across nine West Michigan counties, funded by the Older Americans Act, Kent County Senior Millage, and Michigan Department of Health and Human Services. A digital service directory enables clients to search for services, while a partner portal supports provider operations. AAAWM does not operate a public API or software product platform in the traditional technology sense; its offerings are direct service delivery programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Care Management A program for adults age 60+ providing access to in-home services that support daily living, including bathing, dressing, light housekeeping, meal preparation, and caregiver respite. Funded by the Older Americans Act and Kent County Senior Millage.
• MI Choice Medicaid Waiver A Medicaid-covered long-term care program enabling seniors and adults with disabilities to receive support at home instead of in a nursing facility. Covers personal care, homemaking, medication management, transportation, and other services.
• Caregiver Resource Network A West Michigan collaboration of organizations focused on caregiver needs, including education, respite, support groups, and Caregiver University virtual programs.
• Dementia Friends Michigan A statewide initiative (with AAAWM as state lead) that raises awareness about dementia through free one-hour informational sessions, Champion training, and community education to make communities more dementia-friendly.
• Person-Centered Options Counseling Free, individualized, and confidential guidance from trained experts to help older adults and caregivers understand care options and plan for the future. Available in-person, virtually, or over the phone.
• SHIP (State Health Insurance Assistance Program) Free, unbiased volunteer-staffed service assisting Medicare beneficiaries with questions about Medicare, supplemental insurance, Part D enrollment, and long-term care insurance.
• Long Term Care Ombudsman Program Advocacy program for residents of nursing homes, assisted living, and adult foster care settings. Ombudsmen protect resident rights, resolve concerns, and ensure quality of care under strict confidentiality.
• Kent County Elder Abuse Coalition Multi-agency coalition working to identify, advocate, educate, and seek justice for elder and vulnerable adult abuse in Kent County through monthly case discussions and community education.
• Grandparents Raising Grandchildren Program Support program for grandparents who are primary caregivers for grandchildren, offering education, training, intergenerational activities, and support groups.
• Community Transition Services A state-funded program helping eligible individuals move from nursing facilities to home and community-based living options, including setup of medication management, in-home care, and transportation resources.
• Engaging Wellness Evidence-based fitness classes designed for older adults including A Matter of Balance, Arthritis Foundation Exercise, Drums Alive, EnhanceFitness, Tai Chi, and Yoga, offered through partner locations across nine counties.
• Home-Delivered Meals Regular meal drop-offs of well-rounded, nutritious meals for older adults who may not be able to leave their residence to shop for groceries.
• Adult Day Services Daytime care at adult day centers offering activities, exercise, socialization, personal care, and meals while providing caregivers with respite.
• Transportation Services Transportation options for older adults to safely reach medical appointments, grocery stores, and other destinations through contracted partner network.
• Advocates for Senior Issues (AFSI) A nonpartisan advocacy group that amplifies the voices of older adults and caregivers through education, engagement, and action at local, state, and federal levels. Membership includes monthly meetings and educational programs.

Quantifiable outcome

• 36,147 unduplicated clients served annually (FY24 data)
• +2 more outcomes

Named customers4 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

Eleven partnerships are on record, tiered core and minor.

• Area Agencies on Aging Association of Michigan (4AMI)coreStrategic or Co-development Partner · 11 November 20254AMI is the statewide association representing Michigan's Area Agencies on Aging. AAAWM participates in this association, which recently launched Mi Caregiver Connection, a one-stop website resource for family caregivers across Michigan.
• Older Americans Act (OAA) PartnerscoreStrategic or Co-development PartnerA network of organizations serving seniors or caregivers selected through an open proposal process every three years. Funded through the Older Americans Act, these partners deliver home and community-based services across AAAWM's nine-county service area.
• Kent County Senior Millage PartnerscoreStrategic or Co-development PartnerOrganizations receiving funding from the Kent County Senior Millage to provide services for older adults age 60+ in Kent County. An annual open proposal process allows qualifying organizations to submit RFPs to request funding for person-centered care and resources.
• Purchase of Service ProviderscoreChannel Partner/ Reseller/ DistributorAAAWM contracts with a network of service providers across nine counties who deliver services including homemaking, personal care, in-home respite, home-delivered meals, personal emergency response systems, and adult day care. Payment is made on the client's behalf by AAAWM.
• Michigan Department of Health and Human Services (MDHHS)coreStrategic or Co-development PartnerState agency providing funding and regulatory oversight for programs including the MI Choice Medicaid Waiver and Bureau of Aging, Community Living, and Supports. AAAWM receives state funding and works under state guidelines to deliver in-home and community-based services.
• Caregiver Resource Network (CRN)coreStrategic or Co-development PartnerA West Michigan-based collaboration of organizations focused on the needs and well-being of family and professional caregivers. CRN connects caregivers with education, respite, support groups, and Caregiver University virtual programming.
• Dementia Friends MichigancoreStrategic or Co-development PartnerAAAWM serves as the state lead for Dementia Friends Michigan, a nationwide movement changing the way people think, act, and talk about dementia. AAAWM coordinates training, sessions, and Champion volunteers across Michigan.
• Michigan Long Term Care Ombudsman ProgramcoreStrategic or Co-development PartnerA state program operating since 1972, with four ombudsmen assigned to Region 8 (AAAWM's service area). Ombudsmen advocate for residents of nursing homes, assisted living, and adult foster care settings under strict confidentiality at no cost.
• Kent County Elder Abuse CoalitionminorStrategic or Co-development PartnerA coalition of non-profit, for-profit, and government organizations working together to identify, advocate, educate, and seek justice for elder abuse in Kent County. Members include Adult Protective Services, Kent County Health Department, Probate Court, Prosecutor's Office, and more.
• US AgingminorStrategic or Co-development PartnerThe national association representing Area Agencies on Aging. AAAWM holds a US Aging 2026 membership.
• Michigan State Health Insurance Assistance Program (SHIP)coreStrategic or Co-development PartnerA statewide program that educates, counsels, and empowers Medicare beneficiaries on health benefits decisions. AAAWM serves as the local SHIP provider, offering free, unbiased counseling on Medicare, supplemental insurance, Part D enrollment, and long-term care insurance.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Trinity Health PACE: Program of All-Inclusive Care for the Elderly (PACE) provider operating in Michigan; offers an integrated Medicare/Medicaid LTSS model that overlaps with AAAWM's MI Choice waiver population and is a potential partner or alternative delivery channel for dual-eligible seniors.

Broad incumbents

• BrightSpring Health Services: Public diversified home and community-based services platform operating across Medicaid waiver, behavioral health, and aging populations; a scaled incumbent that competes for state contracts and partner-provider relationships similar to AAAWM's network.
• National Council on Aging (NCOA): National advocacy and umbrella organization for the aging network; comparable as the broader institutional context in which AAAs operate and the convener of aging-services policy and best-practice standards.
• Meals on Wheels America: National nonprofit that funds and coordinates home-delivered meals - one of AAAWM's core service categories (home-delivered meals) - and overlaps in target population and federal Older Americans Act funding streams.
• Alzheimer's Association - Greater Michigan Chapter: Statewide nonprofit providing dementia education, support groups, and care navigation that directly overlaps with AAAWM's Dementia Friends Michigan program and caregiver-support offerings for memory-impaired clients.

Emerging players

• Help at Home: Large private-duty home care provider serving Medicaid waiver and aging populations; comparable as a contracted-style in-home personal care provider that increasingly competes for state Medicaid LTSS dollars flowing through AAAs.

Direct peers

• Area Agency on Aging 1-B: Another federally designated Michigan Area Agency on Aging serving a multi-county region; directly comparable in mission (OAA service delivery, Medicaid waiver administration, caregiver support) and funding structure (OAA, state, local millage).
• Detroit Area Agency on Aging: Designated AAA serving metro Detroit with the same congressional mandate, OAA funding model, and core service portfolio (care management, MI Choice waiver, caregiver support, ombudsman) as AAAWM.
• Area Agency on Aging of Northwest Michigan: A peer Michigan AAA covering a rural multi-county region; operates the same OAA-funded service mix, MI Choice waiver administration, and partner-contracted delivery model in a comparable demographic profile.
• Valley Area Agency on Aging: A Michigan AAA providing the same OAA-mandated services, MI Choice Medicaid waiver, caregiver support, and regional partner coordination as AAAWM across its multi-county territory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@aaawm
• Facebookfacebook.com/AreaAgencyOnAging
• LinkedInlinkedin.com/company/area-agency-on-aging-of-western-michigan-inc-
• Instagraminstagram.com/aaawm

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Area Agency on Aging of Western Michigan