Stowell Associates

What Stowell Associates does

Stowell Associates is a privately held care management and home care company founded in 1983 in West Allis, Wisconsin, by Phyllis and Valerie. It was the first private professional care management company in Wisconsin and is described as one of the largest such businesses in the country. The firm employs 101-250 staff and serves Southeastern Wisconsin across Milwaukee, Waukesha, Kenosha, Racine, Ozaukee, and Washington counties.

The company operates an integrated care-managed home care model built around three core service lines: In-Home Care Management delivered by registered nurses and masters-level social workers using person-centered whole-person assessments; In-Home Caregiving covering personal care, household support, and transportation, supervised by assigned Care Managers; and Care Coaching, a $100/month subscription providing monthly telephonic coaching to family caregivers. These are supplemented by Advanced Care Programs for Dementia, Parkinson's, Palliative, Behavioral Health, Chronic Disease, Transitional, and Creative Engagement needs, plus a Life Choices retirement planning module. Caregiver University provides internal training tied to wage progression.

Revenue is generated primarily through hourly billing for care management and caregiving services, with a smaller recurring subscription component from Care Coaching. Medicare and Medicaid do not cover care management; long-term care insurance is accepted. Go-to-market combines direct consumer intake (phone and website) with enterprise referral pipelines from hospitals (notably Froedtert), elder law attorneys, fiduciaries, senior living providers, and a delivery partnership with TheKey. The firm is Joint Commission accredited and has been a Milwaukee Journal Sentinel Top Workplace for nine consecutive years.

Name

Stowell Associates

Legal name

Stowell Associates

Website

https://stowellassociates.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

101–250 employees

Short description

Stowell Associates is a Wisconsin-based, privately held care management and home care firm founded in 1983. It delivers RN and social worker-led care management, in-home caregiving, and caregiver coaching to seniors and families across Southeastern Wisconsin.

Ownership category

akta.pro rank

Product category

Geriatric Care Management and Home Care Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Home Health Care Services (62161), Home Health Care Services (6216)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Care Coordination & Navigation (Multi-Provider) (HLADALAB)

akta.pro secondary industries

Care Management & Care Coordination (Home & Community-Based) (HLAFAEAL), Chronic Care & Complex Care Management (HSABAIAD), Dementia Companion & Engagement Care (HSABAEAA), Benefits, Insurance & Long-Term Care Planning Navigation (Medicare/Medicaid/LTC) (HLADALAI), Behavioral Health & Cognitive Support Coordination (Dementia, Depression, SUD) (HSABAIAF), Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG), Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL)

Keywords

• Geriatric care management
• In-home caregiving
• Senior home care
• Aging life care
• Family caregiver support

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Care Management Services: Hourly-billed care management services provided by registered nurses and masters-level social workers. Services include care assessments, care plan development, caregiver oversight, family support, and crisis management.
2. Care Coaching Subscription: Monthly subscription at $100/month providing ongoing telephonic coaching with a masters-level social worker. Initial agreement is three months, continuing month-to-month thereafter.
3. In-Home Caregiving Services: Hands-on caregiving services including personal care (bathing, toileting, incontinence care, oral hygiene, feeding, transferring/lifting), support services (meal preparation, laundry, recreational activities, light housekeeping, errands), and transportation services. All caregiving services supervised by assigned care manager.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Stowell Associates provides professional geriatric care management and in-home personal care services to older adults and disabled adults across Southeastern Wisconsin. Care Managers (registered nurses and masters-level social workers) conduct person-centered assessments, develop individualized care plans, oversee in-home caregivers, and coordinate care across healthcare, legal, and family stakeholders. Direct caregivers deliver hands-on personal care, meal preparation, housekeeping, and transportation, with every home care client automatically receiving Care Management oversight.

Product overview

Stowell Associates is Wisconsin's first private professional care management company (established 1983), offering an integrated 'care-managed home care' model. The core offerings include In-Home Care Management (registered nurse and masters-level social worker assessment and oversight), In-Home Caregiving (direct personal care services), and Care Coaching (telephonic family caregiver support). These services are supplemented by Advanced Care Programs including Dementia Care, Creative Engagement, Chronic Disease Management, Transitional Care, Palliative Care, Behavioral Health, and Parkinson's Disease Care. The Life Choices program provides retirement planning services. TheKey serves as a partner home care agency providing trained caregivers overseen by Stowell's care managers. All services are delivered through a person-centered, whole-person care approach with the goal of helping older adults age in place at home.

Differentiator

Problem solved

Functional benefit

Products and services

• In-Home Care Management Life management services delivered by registered nurses and masters-level social workers who create person-centered care assessments considering physical, mental and emotional health for whole-person care, oversee in-home caregivers, and manage family dynamics. Designed for older adults wishing to age in place and families needing professional care coordination.
• In-Home Caregiving Personal home health care services including bathing, toileting, incontinence care, oral hygiene, feeding, transferring and lifting, meal preparation, laundry, light housekeeping, errand services, and transportation for groceries, healthcare appointments, and social engagements. All services supervised by an assigned Care Manager.
• Care Coaching Monthly subscription providing family caregivers with 75 minutes of one-on-one telephonic coaching with a masters-level social worker, including brief assessments and actionable care plans to improve loved one's safety and reduce caregiver stress. Initial 3-month commitment, then month-to-month at $100/month.
• Advanced Care Programs Specialty care programs addressing specific conditions including Dementia Care, Creative Engagement, Chronic Disease Management, Transitional Care, Palliative Care, Behavioral Health, and Parkinson's Disease Care. Provided as part of personalized Care Management plans for clients with complex needs.
• Life Choices Retirement planning program helping clients and families plan personal and financial goals, future housing needs, home safety inspections and upgrades, and advanced directive planning.

Quantifiable outcome

• Caregivers stay with Stowell more than twice as long as other home care agencies
• +3 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

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• University of Wisconsin-Milwaukee FoundationminorStrategic or Co-development Partner · 1 January 2013Stowell Associates established the Stowell Associates Care Management Scholarship at the UW-Milwaukee Foundation in 2013. The scholarship rotates every two years between the Helen Bader School of Social Welfare and the College of Nursing.
• TheKeycoreStrategic or Co-development PartnerStowell Associates partners with TheKey for home care services. Caregivers from TheKey are overseen by Stowell's geriatric care managers who ensure care plans are followed. TheKey's caregivers provide memory care and in-home support while Stowell provides care management expertise.
• Hospitals (including Froedtert)coreStrategic or Co-development PartnerPartnership with top local hospitals to focus on improving patient outcomes and reduce costs. Stowell sees clients within 24 hours of discharge to ensure recovery stays on track and expensive complications and hospital readmissions are avoided.
• Elder Law AttorneyscoreStrategic or Co-development PartnerSupports Elder Law Attorneys by helping plan for clients' futures, asking right questions for healthcare needs, advanced directive planning, planning for aging in place, and explaining costs of different healthcare types.
• FiduciariescoreStrategic or Co-development PartnerCare Managers and Financial Advisors work together as a powerful team. If signs of elder care exploitation or financial abuse are noticed, Care Managers can assess situations and help decide what's in the best interest of clients and families.
• Senior Living ProviderscoreStrategic or Co-development PartnerSenior Living Providers across Southeastern Wisconsin trust Stowell as a valued partner in resident care. Develop tailored communication plans with senior living partners for mutual alignment to provide best care to shared clients.
• Hearts To Home Senior CareminorStrategic or Co-development PartnerNon-medical agency partner that works with Stowell when needed. Stowell's care managers are always professional, compassionate and helpful, making them a reliable partner for non-medical agencies.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Interim HealthCare: Interim HealthCare is a national home health and personal care provider franchised across the U.S., offering skilled nursing, therapy, and non-medical support. It is a broad incumbent peer covering personal care and home health services overlapping with Stowell's offerings, with a comparable regional franchise presence in Wisconsin.
• BrightStar Care: BrightStar Care is a national franchise that combines skilled home health and personal care services for seniors. It is a broad incumbent peer because it competes with Stowell on the in-home personal care side and Joint Commission-accredited clinical standards, although it operates across both medical and non-medical care rather than Stowell's care-management-led model.
• Right at Home: Right at Home is a global in-home care franchise offering companionship, personal care, and specialized dementia and chronic disease support. It is a broad incumbent peer to Stowell's caregiving business, operating at significantly larger scale but lacking the RN/MSW-led care management layer central to Stowell's positioning.
• FirstLight Home Care: FirstLight Home Care is a national non-medical home care franchise providing personal care, companion, and dementia care services. It competes with Stowell on the hourly caregiving side across many U.S. markets and is comparable in targeting the same affluent family-payor segment, although it does not bundle professional care management.
• Home Instead Senior Care: Home Instead is the largest franchised non-medical home care network in North America, providing personal care, companionship, and dementia support to older adults at home. It is a broad incumbent peer because Stowell's In-Home Caregiving service competes directly with Home Instead franchisees in Southeastern Wisconsin, though Home Instead does not bundle RN care management the way Stowell does.
• Comfort Keepers: Comfort Keepers is a large international non-medical home care franchise serving older adults with personal care, companionship, and Alzheimer's/dementia support. It is comparable to Stowell's In-Home Caregiving offering as a competing provider of private-pay hourly personal care services, though without Stowell's integrated care management moat.

Others

• Aging Life Care Association (ALCA) Member Firms: ALCA is the national membership body for geriatric care managers (RNs, MSWs, and related professionals), and its member firms are a clear comparable cohort to Stowell's Care Management practice. This entry represents the cluster of independent care management practices — e.g., local 'Aging Life Care' firms — that operate with the same RN/MSW credentialing, assessment-led model, and private-pay structure as Stowell.

Direct peers

• Lifecare Innovations: Lifecare Innovations is a Midwest-based Aging Life Care Management practice offering RN- and MSW-led geriatric care management and in-home caregiving, very similar to Stowell's integrated model. It is a direct peer because both are independent, professionally staffed care management firms serving the same aging-in-place client segment with comparable service bundles.
• TheKey (formerly Home Care Assistance): TheKey is a direct strategic partner of Stowell and one of the largest national private-duty home care providers. It is directly comparable because Stowell's model explicitly relies on TheKey's caregivers to deliver hands-on in-home care under Stowell's care management oversight, and both serve the same affluent, aging-in-place clientele with premium hourly and live-in services.
• Senior Bridge: Senior Bridge is a national geriatric care management firm employing RNs, LCSWs, and care managers to coordinate care for complex elderly clients at home. It is a direct peer to Stowell's In-Home Care Management service because both deliver nurse-led care planning, family caregiver support, and coordination across medical, legal, and daily-living needs on a private-pay basis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/StowellAssociates/?ref=br_rs
• LinkedInlinkedin.com/company/stowell
• Instagraminstagram.com/stowellassociates

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Stowell Associates