Alliance on Aging

What Alliance on Aging does

Alliance on Aging is a 501(c)(3) nonprofit public benefit corporation founded in 1970 and headquartered in Salinas, California, providing free bilingual (English/Spanish) services to seniors aged 55+ and individuals with disabilities across Monterey County. The organization operates a portfolio of distinct service programs rather than a unified technology platform: Benefits Check-up (screening for CalFresh, Medi-Cal, and utility assistance), Medicare Counseling under the federally-funded HICAP program, Tax Counseling delivered through IRS-certified volunteers, Ombudsman advocacy in skilled nursing and assisted living facilities, Senior Peer Counseling for emotional support, Transportation coordination, The HUB community center, and the Spirals Store consignment retail operation. In 2025, these programs collectively served approximately 7,000 individuals, with quantified outcomes including 2,901 Medicare consultations yielding $1,041,387 in savings, 2,340 tax filings generating $1,633,234 in refunds, 460 facility visits and 107 ombudsman investigations, 1,645 peer counseling hours, and 5,012 HUB visits.

The organization's revenue model is diversified across individual donations, foundation and government grants (including $76,917 from ACL/HHS for HICAP and $5,000 from Yellow Brick Road Benefit Shop in April 2025), a tiered annual membership campaign ranging from $50 Patron to $5,000 Visionary, retail revenue from Spirals Store, and event-based fundraising (notably the annual Trashion Show). Geographic operations span four physical locations in Salinas, Monterey, and Pacific Grove, plus service delivery at partner sites including King City Library, The Carmel Foundation, and multiple churches. The organization is governed by a Board of Directors (President Mary Brusuelas, Vice President Steve Ish) with MJ Donohue as Executive Director and a 25+ person staff supplemented by 200+ trained volunteers.

Alliance on Aging's competitive position is anchored in 50+ years of brand recognition, federal/state certifications (HICAP, Ombudsman, IRS tax counseling), a multi-site distribution network across Monterey County, and a deeply embedded community ecosystem at The HUB. Recent strategic activity centers on advocacy to replace lost government funding for the Senior Peer Counseling Program following Proposition 1-related Monterey County Behavioral Health budget cuts, alongside incremental programmatic expansion through the LADAP initiative and Memory Café services.

Name

Alliance on Aging

Legal name

Alliance On Aging, Inc.

Website

https://allianceonaging.org

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Alliance on Aging is a 501(c)(3) nonprofit founded in 1970 that provides free bilingual senior services across Monterey County, California, including Medicare counseling, tax preparation, ombudsman advocacy, peer counseling, transportation, and community programs, serving approximately 7,000 individuals annually.

Ownership category

akta.pro rank

Product category

Senior and Disability Social Services

NAICS

Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

akta.pro secondary industries

Community Resources, Social Services & Transportation Coordination (HLADALAK), Community-Based Senior Centers with Adult Day Services (HLADAIAJ), Social, Community & Senior Center Outings Transport (HSABAOAG), Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK)

Keywords

• Senior services
• Medicare counseling
• Benefits screening
• Peer counseling
• Ombudsman advocacy

Headquarters

HQ city

Salinas

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Donations and Philanthropic Funding: Primary funding source from individual donors, corporate sponsors, and foundation grants. The organization relies on the generosity of the community to sustain critical senior services programs. Tax ID: 94-1747036.
2. Membership Fees: Annual membership campaign with multiple tiers (Visionary $5,000, Champion $2,500, Partner $1,000, Advocate $500, Friend $250, Supporter $100, Patron $50) providing benefits and access to events.
3. Spirals Store Revenue: Consignment and benefit shop at 570 Lighthouse Ave in Pacific Grove supporting Alliance on Aging through retail sales of donated items.
4. Event Fundraising: Annual Trashion Show fundraiser and other events generate revenue to support critical senior services programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Alliance on Aging delivers free, bilingual programs for seniors aged 55+ and individuals with disabilities in Monterey County, including Benefits Check-up, Medicare Counseling (HICAP), Ombudsman advocacy, Senior Peer Counseling, transportation coordination, and tax preparation. The organization also operates The HUB senior community center and the Spirals consignment benefit shop, serving over 7,000 individuals annually through paid staff and a 200+ member volunteer corps.

Product overview

Alliance on Aging is a nonprofit organization providing essential services and resources at no cost to seniors in Monterey County. Rather than a unified software platform, it operates a portfolio of distinct service programs including Benefits Check-up, Medicare Counseling (HICAP), Ombudsman advocacy, Senior Peer Counseling, Transportation coordination, Tax Counseling, The HUB senior center, and the Spirals consignment store. These programs collectively serve over 7,000 individuals annually, helping seniors and disabled individuals access healthcare, financial assistance, counseling, and community support.

Differentiator

Problem solved

Functional benefit

Brands

• Spirals Store: A consignment and benefit shop located in Pacific Grove, CA at 570 Lighthouse Ave, supporting Alliance On Aging through retail sales.
• The HUB
• HICAP

Products and services

• Benefits Check-up Program Free screening and enrollment assistance connecting low-income seniors with assistance programs including CalFresh, Medi-Cal, PG&E credits, cell phones, and bus passes. Available to seniors and disabled individuals in Monterey County.
• Medicare Counseling (HICAP) Health Insurance Counseling & Advocacy Program providing no-cost Medicare counseling, plan evaluation, Part D drug plan assistance, and fraud prevention through state-certified counselors registered with the California Department of Aging.
• Ombudsman Program State-certified advocacy program resolving problems for residents of nursing homes and residential care facilities, investigating complaints of abuse and neglect, and safeguarding residents' rights through trained volunteer and staff ombudsmen.
• Senior Peer Counseling Program Bilingual confidential counseling services for adults 55+ experiencing loneliness, grief, depression, and life transitions, including individual counseling, support groups, and wellness lectures delivered by trained peer counselors under LMFT supervision.
• Transportation Services Education and coordination for seniors on local transportation options including bus passes, MST Rides, taxi vouchers, ITN Northline, Valley Line, and assistance with medical transportation programs in partnership with Monterey-Salinas Transit and ITN.
• Tax Counseling Program Free tax preparation assistance delivered by IRS-certified volunteers for seniors aged 60-plus, blind, or disabled with low to moderate income, offered in English and Spanish in partnership with the IRS and California Franchise Tax Board.
• The HUB Senior Community Center Community center at 236 Monterey Street in Salinas providing Internet access, technology training, the AOA Memory Cafe for individuals with mild memory loss, community room, conference facilities, social events, farmers markets, and wellness, art, and cooking classes.
• Spirals Store Consignment and benefit shop in Pacific Grove (570 Lighthouse Ave) selling donated fashion items with proceeds funding Alliance on Aging's senior programs. Operates Tuesday through Saturday, 10am to 5pm.
• Senior Resources Directory Resource directory connecting seniors with advocacy information, legislator contacts, and other senior service programs available in Monterey County.

Quantifiable outcome

• 2,901 Medicare clients served with $1,041,387 in savings in 2025
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 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.

• Yellow Brick Road Benefit ShopcoreGTM or Marketing Partner · 7 April 2025Yellow Brick Road Benefit Shop contributed $5,000 to the Benefits Check-up Program which provides screening for low-income assistance programs including CalFresh, Medi-Cal, PG&E credit, cell phones and bus passes. Over 35+ years, Yellow Brick Road has donated nearly $9.0 million to Monterey County nonprofits.
• NatividadminorGTM or Marketing PartnerLogo supporter of Alliance on Aging
• Scheid Family Wines MontereyminorGTM or Marketing PartnerLogo supporter of Alliance on Aging
• Pacific Valley BankminorGTM or Marketing PartnerLogo supporter of Alliance on Aging
• Monterey County Aging & Disabilities Resource ConnectioncoreStrategic or Co-development PartnerLocal Hub Partner at The HUB, providing Aging and Disabilities Resources Connection services
• The Blind and Visually Impaired CenterminorStrategic or Co-development PartnerLocal Hub Partner at The HUB
• Independent Transportation Network (ITN)coreStrategic or Co-development PartnerLocal Hub Partner at The HUB. Also a transportation provider partner helping seniors with transportation needs. ITN Monterey County is a local nonprofit providing transportation to seniors and people with visual impairments.
• IRS (Internal Revenue Service)coreStrategic or Co-development PartnerAOA partners with the IRS to provide free tax assistance to Monterey County seniors through certified volunteers
• CA Franchise Tax BoardcoreStrategic or Co-development PartnerAOA partners with the CA Franchise Tax Board to provide free tax assistance to hundreds of Monterey County seniors
• California Department of AgingcoreStrategic or Co-development PartnerHICAP counselors are registered with the California Department of Aging and receive continuing education to remain aware of changes in Medicare regulations
• MST (Monterey-Salinas Transit)coreStrategic or Co-development PartnerTransportation partner providing bus passes, MST Rides, and coordination to ensure seniors have access to current transportation information

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Community Bridges: Santa Cruz/Monterey-area nonprofit delivering multiple human-services programs (childcare, senior nutrition, family services) to community residents; comparable as a California-based community nonprofit with a diversified program portfolio funded by grants, donations, and government contracts serving overlapping vulnerable populations.
• Family Caregiver Alliance: San Francisco-based nonprofit providing caregiver support, counseling, and care coordination for older adults and their families, including a National Center on Caregiving; comparable as a nonprofit offering care coordination, peer counseling, and benefits navigation for the elderly and disabled.
• California Health Advocates: Statewide nonprofit that administers HICAP-related Medicare counseling training and advocacy in California; directly comparable to Alliance on Aging's HICAP program in scope and target population (Medicare beneficiaries needing counseling and advocacy).
• Meals on Wheels of America (with local affiliates): National network with local affiliates delivering nutrition, friendly visits, and safety checks to homebound seniors; local Monterey-area Meals on Wheels affiliates serve the same senior population with a similar volunteer-driven, donation-funded model focused on aging in place.
• ITN America (Independent Transportation Network): National nonprofit providing rides for older adults and people with visual impairment; ITN Monterey County is already a direct partner of Alliance on Aging and serves the same senior transportation-coordination niche in overlapping geographies.
• Community Action Partnership of Monterey County (CAPMC): Local Community Action Agency serving low-income residents in Monterey County with multiple human services programs; comparable as a Monterey-based safety-net nonprofit addressing overlapping vulnerable populations including seniors with benefits access, transportation, and case management.

Broad incumbents

• AARP: Massive national nonprofit with state and local chapters providing advocacy, information, and benefits to Americans 50+, including tax preparation and Medicare resources through AARP Foundation Tax-Aide; overlaps with AOA's service mission at much broader scale.
• National Council on Aging: National advocacy and service organization for older Americans offering benefits access, chronic disease self-management, and aging-in-place programs; comparable as a senior-focused nonprofit working on benefits navigation, aging-in-place, and federal program partnerships.
• Area Agency on Aging (AAA) network: Federally designated regional agencies (including Monterey County Aging & Disabilities Resource Connection, an AOA partner) coordinating services for older adults at county/regional scale; comparable as publicly-funded senior service coordinators handling benefits access, ombudsman oversight, and aging-in-place programming.

Regional players

• Hospice Giving Foundation: Monterey Bay-area nonprofit focused on end-of-life care education and support for seniors and families; comparable as a regional nonprofit serving the same Monterey County senior population and donor base, with overlapping advocacy and bereavement services.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/alliance-on-aging
• Xx.com/aoamonterey

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries4 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 Alliance on Aging