What Elderwise does

Elderwise Inc is a privately held, founder-owned consulting and education company headquartered in Portland, Oregon, that serves the elder care industry. The firm operates two interlocking service lines: a consulting practice (restorative consulting, business consulting, auditing, legal consulting, and behavioral consultation) and an education practice (facility development, compliance training, leadership development, and online courses). It targets assisted living facilities, memory care communities, long-term care providers, insurance and legal firms, and individuals caring for older adults, with active regulatory and resource coverage across six western U.S. states (Arizona, California, Idaho, Nevada, Oregon, and Washington). The firm's value proposition rests on a multi-disciplinary team of 17+ named consultants with deep clinical, operational, and regulatory credentials in long-term and community-based care, led by CEO Cynthia McDaniel (RN, 30+ years consulting) and CFO/COO John McDaniel.

Elderwise generates revenue through professional services engagements delivered via direct sales to enterprise and mid-market buyers, supplemented by a self-serve online course channel. Engagements are quote-based and span both ongoing partnerships with facilities and one-time projects such as mock surveys, audits, and legal nurse consulting. The firm also derives brand and ecosystem leverage from two co-founded external organizations, the Gero Leadership Alliance and the Community Nurse Network, and from a 100-course content library that supports both training delivery and thought leadership. Distribution is regional and direct, with marketing driven by blog content, regulatory resource pages, organic social media (Facebook, LinkedIn, Twitter), and live presentations at industry venues.

The underlying technology stack is conventional: a WordPress-based marketing and course-delivery website, standard contact and lead-capture forms, and organic social channels. There are no APIs, no software platform, no proprietary AI or ML components, and no mobile applications. The business is effectively a services-and-content firm whose deliverable is human expertise packaged as consulting hours and structured training, not a technology product. Ownership is concentrated with the McDaniel co-founders, with no disclosed institutional investors, parent company, or external funding, consistent with a founder-led lifestyle consultancy rather than a venture-backed scale business.

Name

Elderwise

Legal name

Elderwise Inc

Website

https://elderwiseinc.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Elderwise Inc is a Portland, Oregon-based consulting and education company serving assisted living, memory care, and long-term care providers across six western U.S. states with multi-disciplinary clinical, operational, compliance, and legal nurse consulting, plus live and online training programs.

Ownership category

akta.pro rank

Product category

Elder Care Consulting and Education Services

NAICS

Assisted Living Facilities for the Elderly (623312), Services for the Elderly and Persons with Disabilities (62412), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Services for the Elderly and Persons with Disabilities (624120), Nursing and Residential Care Facilities (623)

SIC

Services-Management Consulting Services (8742), Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051)

akta.pro primary industry

Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB)

akta.pro secondary industries

Elder Services & Aging Support (BPAGAEAF), Alzheimer’s Specialized Care (Mid/Late-Stage) (HSABAEAC), Dementia Companion & Engagement Care (HSABAEAA), Caregiver Support, Coaching & Training (HLADALAG), Assisted Living with Enhanced Care / High-Acuity (Aging-in-Place) (HLADABAC)

Keywords

• Elder care consulting
• Assisted living consulting
• Memory care consulting
• Long-term care education
• Healthcare workforce training

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting Services: Multi-disciplinary consulting services for assisted living facilities, memory care communities, and long-term care providers including restorative consulting, business consulting, auditing, legal consulting, and behavioral consultations.
2. Education and Training Services: Evidence-based education and training provided in both live and online formats. Includes facility development, compliance training, leadership development, and online courses for workforce development.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Elderwise is a consulting and education company that provides multi-disciplinary consulting services and evidence-based education and training to assisted living facilities, memory care communities, long-term care providers, insurance companies, and legal firms. The consulting offerings span restorative, business, auditing, legal, and behavioral consultation, while the education division delivers live and online training covering facility development, compliance, leadership development, and workforce initiatives such as the Community Nurse Project.

Product overview

Elderwise is a consulting and education company offering a portfolio of professional services for the elder care industry. The company provides consulting services organized around five core offerings: Restorative Consulting, Business Consulting, Auditing Services, Legal Consulting, and Behavioral Consultation and Assessments. In parallel, the education division delivers three main service areas: Facility Development Education, Compliance Experts Training, and Leadership Development. The Community Nurse Project serves as a comprehensive training initiative addressing nursing workforce shortages. Together, these services form an integrated offering combining change management consulting with evidence-based education and training for assisted living facilities, memory care communities, and long-term care providers.

Differentiator

Problem solved

Functional benefit

Products and services

• Restorative Consulting Analysis of business and clinical operations to identify opportunities for improvement, resolve regulatory vulnerabilities, and create sustainable solutions, leveraging established relationships with regulatory agencies. Targeted at assisted living and elder care operators.
• Business Consulting
• Auditing Services
• Legal Consulting
• Behavioral Consultation and Assessments
• Facility Development Education
• Compliance Experts Training
• Leadership Development
• Community Nurse Project

Quantifiable outcome

• P.J., Washington - Client testimonial: 'You are in SUBSTANTIAL compliance' after survey

Named customers4 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

Five partnerships are on record, tiered minor and core.

• Our House of PortlandminorOthersCommunity organization supported by Elderwise. Elderwise provides resources and support for this elder care facility in Portland, Oregon.
• Alzheimer's OregonminorOthersAlzheimer's association chapter supported by Elderwise through resource sharing and community support.
• Northwest Pilot ProjectminorOthersCommunity organization supported by Elderwise providing services to older adults in the Pacific Northwest.
• Gero Leadership AlliancecoreStrategic or Co-development PartnerCo-founded by CEO Cynthia McDaniel, the Gero Leadership Alliance is a strategic partnership focused on geriatric leadership development and advancing the field of elder care through collaborative initiatives.
• Community Nurse NetworkcoreStrategic or Co-development PartnerCo-founded by CEO Cynthia McDaniel, the Community Nurse Network is a strategic partnership addressing nursing workforce shortages and maldistribution through innovative professional training programs.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• HealthStream: Public workforce development and training company for healthcare organizations, including long-term care. Competes with Elderwise in compliance, leadership and clinical training for healthcare staff, but at much larger scale and breadth.
• Relias: Large-scale online training and compliance platform serving senior care, behavioral health and home health providers. Direct overlap with Elderwise's online course catalog and compliance training products, though Relias is far broader in scope and enterprise-focused.
• A Place for Mom: Senior care advisory and referral service connecting families to assisted living, memory care and home care. Adjacent to Elderwise's individual-caregiver and family advisory services and serves the same end-resident customers.

Emerging players

• CareAcademy: Online training platform purpose-built for caregivers in home care, assisted living and memory care. Competes directly with Elderwise's caregiver and dementia training courses via a more productized, mobile-first delivery model.

Others

• Senior Helpers: National in-home senior care franchise providing personal care, dementia care and companion services. While Elderwise does not deliver direct care, both companies serve overlapping facility and family customers seeking senior care support.
• Enquire Solutions: CRM and marketing automation provider for senior living and post-acute care operators. Adjacent ecosystem participant that serves many of the same assisted living and memory care community customers as Elderwise.

Regional players

• Oregon Care Partners: Statewide Oregon initiative offering free caregiver training classes, including behavioral intervention classes taught by Elderwise consultant Tim Malone. Competes for caregiver training demand in Elderwise's home market.

Direct peers

• Positive Approach to Care (Teepa Snow): Dementia care training organization founded by Teepa Snow. Multiple Elderwise consultants are certified as Positive Approach to Care Trainers, making this both a content source and a direct competitor in dementia skills training.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/beelderwise
• Facebookfacebook.com/BeElderwise1
• LinkedInlinkedin.com/company/elderwise-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 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 Elderwise