Senior Resources of West Michigan

What Senior Resources of West Michigan does

Senior Resources of West Michigan is a 501(c)(3) nonprofit Area Agency on Aging (AAA) founded in 1974 and designated under the federal Older Americans Act to serve older adults aged 60+ and adults with disabilities across Muskegon, Oceana, and Ottawa counties in West Michigan. It operates as the regional coordinating body for aging services through a contracted network of 100+ providers and 40+ community partners, with co-location at Tanglewood Park serving as its operational hub. The organization is NCQA accredited and employs 51-100 staff.

Its core services span information and referral, options counseling, MI Choice Medicaid Waiver program coordination (with approximately 826 prior authorization approvals in FY2025), State Health Insurance Assistance Program (SHIP) Medicare counseling, the Long-Term Care Ombudsman program, caregiver support, and behavioral health/care coordination delivered through its EnhancedCare Solutions program (incorporating Primary Care at Home and In-Home Counseling). In February 2025 it launched the GUIDE Model dementia care program in partnership with CMS and was recognized in 2025 by USAging for its Behavioral Health at Home Innovation.

Revenue mechanics are government- and public-funder-dominated: federal Older Americans Act allocations, the state Older Michiganians Act, the MI Choice Medicaid Waiver, the Muskegon County Senior Millage (a 0.5 mill dedicated property tax levy renewed for eight years in 2024), cost-sharing from participants, and private donations. The model is that of a publicly funded coordinated-care network rather than a commercial enterprise, with no disclosed customer pricing per service and no individual-payer concentration of the type seen in B2B software. Non-clinical community programs include SafeSeniors (fraud/financial exploitation prevention), wellness programming, and the Senior Perspectives newsletter. The DME loan closet was transitioned to Renew Mobility, narrowing the direct-service footprint in favor of partnership-led distribution.

Name

Senior Resources of West Michigan

Legal name

Senior Resources of West Michigan

Website

https://seniorresourceswmi.org

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

51–100 employees

Short description

Senior Resources of West Michigan is a 501(c)(3) nonprofit Area Agency on Aging serving older adults 60+ and adults with disabilities across Muskegon, Oceana, and Ottawa counties in West Michigan, coordinating a contracted provider network for Medicaid waiver case management, caregiver support, SHIP Medicare counseling, and behavioral health at home.

Ownership category

akta.pro rank

Product category

Aging Services and Senior Care Coordination

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Social Services (8300)

akta.pro primary industry

Community Resources, Social Services & Transportation Coordination (HLADALAK)

akta.pro secondary industries

Elder Services & Aging Support (BPAGAEAF), Caregiver Support & Education Programs (Center-Based) (HSABANAN), Community-Based Senior Centers with Adult Day Services (HLADAIAJ)

Keywords

• Aging services coordination
• Home and community based care
• Medicaid waiver services
• Caregiver support programs
• Senior care options counseling

Headquarters

HQ city

Muskegon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Grants and Public Funding: Primary funding from federal Older Americans Act and Older Michiganians Act, state MI Choice Medicaid Waiver through Michigan Department of Health and Human Services, and ACLS Bureau funding. These grants fund care coordination, home-delivered meals, caregiver support, and other aging services.
2. Local Millage Funding: Muskegon County Senior Millage (0.5 mill, renewed for 8 years in 2024) administered by Senior Resources as grants administrator for services including meal delivery, home modification, transportation, household assistance, home repair, wellness, dental, legal services, and in-home services.
3. Participant Cost-Sharing: Participants who are able to pay may be asked to cost-share for services. The organization can conduct in-home assessments, coordinate services, and bundle them into one monthly invoice for private-pay clients.
4. Donations and Charitable Contributions: Donations from individuals, employer donation matching programs, charitable bequests through wills, and Amazon Wish List contributions to the Community Care Closet support the Unmet Needs fund for seniors who fall through government assistance gaps.
5. Foundation and Grant Support: Funding from Michigan Health Endowment Fund and other foundations supports specific programs like the EnhancedCare Solutions initiative.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Senior Resources of West Michigan is a 501(c)(3) nonprofit Area Agency on Aging that delivers care coordination, home and community-based services, and caregiver support programs to adults aged 60 and older and adults with disabilities in Muskegon, Oceana, and Ottawa counties. Core services include free options counseling, the MI Choice Medicaid Waiver, EnhancedCare Solutions (Primary Care at Home and In-Home Counseling), caregiver support, SHIP Medicare counseling, Long Term Care Ombudsman advocacy, and the Muskegon County Senior Millage grants administration.

Product overview

Senior Resources of West Michigan operates as a single unified Area Agency on Aging offering an integrated portfolio of care coordination and support services. The core offerings include Care Options (options counseling), the MI Choice Waiver (Medicaid home care program), and EnhancedCare Solutions (home-based Primary Care at Home and In-Home Counseling services). These are supported by Caregiver Support and Resources, case/care management programs, the Community Care Closet, SHIP Medicare counseling, Long Term Care Ombudsman advocacy, and the GUIDE Model for dementia care. The organization administers the Muskegon County Senior Millage grants and provides wellness workshops, all coordinated through the Tanglewood Park senior campus. Services are funded through Older Americans Act, Older Michiganians Act, Medicaid Waiver, and local millage funds.

Differentiator

Problem solved

Functional benefit

Brands

• EnhancedCare Solutions: Home-based services for older adults and adults living with a disability, including Primary Care at Home and In-Home Counseling.
• Primary Care at Home
• In-Home Counseling
• MI Choice Waiver
• GUIDE Model
• Safe Haven
• Community Care Closet
• SHIP (State Health Insurance Assistance Program)

Products and services

• Care Options Free options counseling service provided over phone or in person by trained Options Counselors to help adults 60+ identify appropriate care services based on needs and eligibility. Includes Case Coordination and Support, Care Management for non-Medicaid individuals, and Targeted Care Management for Medicaid-eligible individuals not enrolled in MI Choice Waiver.
• MI Choice Waiver Medicaid home and community-based waiver program enabling older adults and adults with disabilities who are medically eligible for nursing home level of care to receive covered care services in their homes rather than institutional settings. Includes eligibility determination, intake, prior authorization, care plan development, and coordination of services through a network of 100+ contracted providers.
• EnhancedCare Solutions Home-based healthcare program comprising Primary Care at Home (home and telehealth visits by nurse practitioners with Medical Director oversight, remote patient monitoring, chronic care management, and health education) and In-Home Counseling (mental health counseling delivered in partnership with Hackley Community Care). Designed for home-limited adults age 60+ or disabled adults 18-64 enrolled in Medicare or Medicare Advantage with two or more chronic conditions.
• Caregiver Support and Resources Support services for family caregivers of older adults or individuals with disabilities, including short-term emotional support, problem-solving, referrals, educational resources, respite services, and support group counseling provided by trained Support Specialists.
• Senior Resources Community Care Closet Free distribution of donated consumable items including incontinence supplies, adult pull-ons, briefs, wipes, gloves, and liquid nutritional supplements to older adults across Muskegon, Oceana, and Ottawa counties.
• State Health Insurance Assistance Program (SHIP) Free, unbiased Medicare counseling and assistance helping older adults and individuals with disabilities navigate Medicare Part A and Part B, Prescription Drug Plans, supplemental insurance, Medicaid applications, and fraud reporting through trained SHIP Counselors.
• Long Term Care Ombudsman Program Confidential advocacy service for residents of licensed long-term care facilities, assisting residents or their families with concerns about quality of care, rights, and resolving disputes.
• GUIDE Model (Guiding an Improved Dementia Experience) Dementia care coordination and support program for individuals with dementia and their unpaid caregivers, providing dementia care management, up to $2,500 annually in respite care services, caregiver training and counseling, and support groups. Covered by Medicare Part B.
• Safe Haven Trauma-informed wraparound advocacy and care management program for elderly and vulnerable adults who are victims of elder abuse, neglect, or financial exploitation. Provides confidential support and care coordination.
• Muskegon County Senior Millage Grants Administration Administration of the Muskegon County Senior Millage (0.5 mill property tax, renewed for 8 years in 2024). Funds are awarded as grants to organizations providing services such as meal delivery, home modification, transportation, household assistance, home repair, wellness, dental, legal, and in-home services.
• Wellness Workshops Evidence-based health workshops covering chronic conditions such as cancer, diabetes, dementia, balance, and flexibility for older adults and caregivers.

Quantifiable outcome

• $3.47 saved for every $1 invested in community social care (national Aging Network average)
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

19 partnerships are on record, tiered core, important and minor.

• Michigan Department of Health and Human Services (MDHHS)coreStrategic or Co-development PartnerPrimary state agency partner administering MI Choice Medicaid Waiver program, Older Americans Act, and Older Michiganians Act funding through the Bureau of Aging, Community Living, and Supports (ACLS Bureau). Senior Resources coordinates care services funded through these state-federal programs for older adults and adults with disabilities.
• Muskegon County Senior MillagecoreStrategic or Co-development PartnerMuskegon County voters passed 0.5 mill Senior Millage in 2016, renewed for 8 years in 2024. Senior Resources serves as grants administrator supervised by the county's volunteer Senior Activities Committee, awarding funds to organizations providing services like meal delivery, home modification, transportation, household assistance, home repair, wellness, dental, legal services, and in-home services.
• USAgingcoreStrategic or Co-development PartnerNational association representing Area Agencies on Aging. Pam Curtis, CEO of Senior Resources, served as President of USAging's Board of Directors (2023-2025). Senior Resources participates in USAging conferences, receives national recognition awards, and contributes to policy advocacy efforts.
• Area Agency on Aging Association of Michigan (AAAM)coreStrategic or Co-development PartnerState-level association representing Michigan's 16 Area Agencies on Aging. Senior Resources partners with AAAM for advocacy, resource sharing, and collective initiatives to support older adults statewide.
• LifeCircles PACEcoreStrategic or Co-development PartnerCo-located at Tanglewood Park with Senior Resources. Program of All-Inclusive Care for the Elderly providing comprehensive medical and social services to allow seniors to remain living in their communities.
• AgeWell Services of West MichigancoreStrategic or Co-development PartnerCo-located at Tanglewood Park. Provides services for older adults including meals, transportation, and other aging services. Grant-funded partner receiving Older Americans Act funds through Senior Resources.
• Hackley Community CareimportantStrategic or Co-development PartnerHealthcare partner providing in-home counseling services for the EnhancedCare Solutions program. Licensed therapists deliver mental health support to home-limited adults experiencing anxiety or depression.
• Evergreen CommonsimportantChannel Partner/ Reseller/ DistributorPartner offering caregiver support groups and workshops. Location for adult day care services including MI Choice Waiver participants. Grant-funded partner providing programming at senior centers in Holland area.
• Renew MobilityimportantChannel Partner/ Reseller/ DistributorTransitioned durable medical equipment (DME) loan closet services to Renew Mobility. Located at 1148 W. Western Ave., Unit 1204 C1, Muskegon. Accepting DME donations and loaning equipment to community.
• SafeSeniors CollaborativeimportantStrategic or Co-development PartnerNetwork of 40+ community partners, law enforcement, and prosecutors' offices working together to identify, advocate, and seek justice for older adult victims of abuse, neglect, and financial exploitation. 24/7 helpline available at 855-444-3911.
• Alzheimer's Association - Michigan Great Lakes ChapterimportantStrategic or Co-development PartnerPartnership providing information and resources for caregivers supporting loved ones with Alzheimer's. Scheduling available through 24/7 Helpline at 1-800-272-3900.
• Four Pointes Center for Successful AgingimportantChannel Partner/ Reseller/ DistributorGrant-funded partner providing caregiver support groups and senior programming at Grand Haven location. Services include adult day care and wellness programs.
• Oceana County Council on AgingimportantChannel Partner/ Reseller/ DistributorGrant-funded partner providing services in Oceana County including caregiver support groups and senior center programming at Hart location.
• Community Access Line of the Lakeshore (211)importantChannel Partner/ Reseller/ DistributorCommunity information and referral service providing 211 helpline for connecting residents to aging services and resources.
• Legal Aid West MichiganimportantChannel Partner/ Reseller/ DistributorGrant-funded partner providing legal services for older adults in the service area.
• Scripps Gerontology Center at Miami UniversityminorStrategic or Co-development PartnerResearch partner conducting AAA National Survey Chartbook in partnership with USAging and funded through U.S. Administration on Aging grant.
• Michigan State University ExtensionminorChannel Partner/ Reseller/ DistributorPartner providing evidence-based wellness workshops and health promotion programs for older adults through the Area Agencies on Aging collaborative.
• Miles for MemoriesminorStrategic or Co-development PartnerPartnership promoting the Miles for Memories Personal ID program offering support for dementia patients and caregivers through bracelets or devices storing emergency and medical information.
• Dementia Friends MichiganminorStrategic or Co-development PartnerState-lead agency partnership where Senior Resources conducts Dementia Friends sessions - hour-long trainings teaching about dementia, understanding living with the disease, and tips for communication.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• CICOA Aging & In-Home Solutions: Area Agency on Aging serving central Indiana, providing care management, in-home services, caregiver support, and Medicaid waiver programs. Closely mirrors Senior Resources' mix of OAA-funded services and Medicaid home and community-based services under a 501(c)(3) model.
• Pima Council on Aging (PCOA): Designated Area Agency on Aging serving Pima County, Arizona. Operates a comparable portfolio of care coordination, caregiver support, options counseling, and Medicaid waiver administration under a single nonprofit structure, making it one of the most direct operational comparables to Senior Resources of West Michigan.
• LifeCircles PACE: Program of All-Inclusive Care for the Elderly (PACE) co-located with Senior Resources at Tanglewood Park. Serves an overlapping population of medically complex, Medicaid/Medicare-eligible seniors and directly competes for the same participant pool in Muskegon County.
• AgeWell Services of West Michigan: Co-located at Tanglewood Park and a grant-funded partner receiving Older Americans Act funds through Senior Resources. Operates overlapping meal, transportation, and senior center services in the same three-county region, making it a tightly comparable local peer.
• Sourcewise (Santa Clara County): California-based Area Agency on Aging offering care management, meals, caregiver respite, and community-based aging services. Comparable in mission, funding model (federal/state/county mix), and scope of programs targeting older adults and persons with disabilities.
• Area Agency on Aging 1-B: Michigan's largest Area Agency on Aging, serving southeast Michigan including Detroit. Shares the same Older Americans Act and MI Choice Waiver funding framework as Senior Resources, providing a Michigan-specific peer benchmark for scale and program mix.

Broad incumbents

• National PACE Association: National association representing PACE programs like LifeCircles. Senior Resources competes for the same Medicaid/Medicare complex-care population through its MI Choice Waiver program, making NPA-member PACE operators a relevant competitive set.
• Meals on Wheels America: National network supporting local home-delivered meal programs. Senior Resources operates meal delivery through the Muskegon County Senior Millage; Meals on Wheels' network of affiliates represents a peer delivery and fundraising model in the same elder-care category.
• Help at Home: Large national provider of personal care and home and community-based services serving Medicaid waiver populations. Operates a for-profit scaled model that contrasts with Senior Resources' nonprofit AAA structure, providing a useful comparator for scale economics in the same service category.
• National Council on Aging (NCOA): National advocacy and service organization for older adults, operating programs in benefits access, evidence-based wellness, and caregiver support that parallel many of Senior Resources' offerings at a national scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@seniorresourcesofwestmichi7380
• Facebookfacebook.com/Senior-Resources-of-West-Michigan-461906317225005
• LinkedInlinkedin.com/company/senior-resources-of-west-michigan

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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Frequently asked questions about Senior Resources of West Michigan