Noland Health Services

What Noland Health Services does

Noland Health Services is a Birmingham, Alabama-based non-profit healthcare organization founded in 1913 that operates a 14-facility portfolio across the state, comprising 10 senior living and healthcare communities and 4 specialty long-term acute care hospitals (LTACHs). The organization serves Alabama's older adult population through a full care continuum including independent living apartments and garden homes, assisted living, memory care for Alzheimer's and dementia patients, skilled nursing, and post-acute rehabilitation services including physical, occupational, and speech therapy. The specialty LTACH hospitals—located in Anniston, Birmingham, Dothan, and Tuscaloosa—provide extended acute care for patients requiring complex medical treatment and ventilator weaning after ICU stays, with per diem rates ranging from $1,399 to $3,100 and case rates around $135,000–$138,000 for high-acuity diagnoses such as tracheostomy.

The business model combines recurring monthly fees from senior living residents with usage-based per diem and case rate billing for LTACH services. Distribution is entirely facility-based across Alabama, with patient and resident acquisition driven by direct outreach, website tour requests, and referrals from acute care hospital systems for post-ICU patients. Marketing channels include the nolandhealth.com and nolandhospitals.com websites, and the organization reports a 99% patient and family recommendation rate for its specialty hospitals. The company employs between 1,001 and 5,000 people, operates as a private non-profit with no disclosed funding rounds, M&A activity, or parent company, and is led by President and CEO Barbara Estep. No AI/ML capabilities, technology partnerships, or digital health initiatives are evident in the available data, positioning Noland as a traditional operator in the senior care and post-acute segments.

Name

Noland Health Services

Legal name

Noland Health Services

Website

https://nolandhealth.com

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Noland Health Services is a Birmingham, Alabama non-profit operating 10 senior living communities and 4 specialty LTACH hospitals across the state, serving older adults with independent living, assisted living, memory care, skilled nursing, rehabilitation, and post-ICU extended acute care.

Ownership category

akta.pro rank

Product category

Senior Living and Healthcare Services

NAICS

Continuing Care Retirement Communities (623311), Assisted Living Facilities for the Elderly (623312), Nursing and Residential Care Facilities (623), Services for the Elderly and Persons with Disabilities (62412)

SIC

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

akta.pro primary industry

Continuing Care Retirement Communities (CCRC) with Memory Care (HLADACAD)

akta.pro secondary industries

Assisted Living with Enhanced Care / High-Acuity (Aging-in-Place) (HLADABAC), Independent Living with Supportive Services (Light ADL/IADL Support) (HLADAAAE)

Keywords

• Senior living services
• Skilled nursing care
• Post-acute rehabilitation
• Long-term acute care
• Memory care services

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Senior Living and Healthcare Services: Revenue generated from skilled nursing, post-acute rehabilitation, assisted living, memory care, independent living, and specialty care services. Facilities include senior living communities and specialty hospitals.
2. Specialty Hospital Services: LTACH (Long Term Acute Care Hospital) services with per diem rates ($1,399/day discounted cash price, $3,100/day maximum) and case rate pricing for extended acute care after ICU stays.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Noland Health Services operates a continuum of senior living and healthcare services across Alabama through 10 senior living and healthcare communities plus 4 specialty Long-Term Acute Care Hospitals (LTACHs). The organization provides independent living apartments and garden homes, assisted living, memory care, skilled nursing, and post-acute rehabilitation, along with extended acute care hospital services for patients transitioning from ICU stays.

Product overview

Noland Health Services operates a portfolio-based healthcare and senior living platform consisting of 10 senior living and healthcare communities across Alabama, plus 4 specialty long-term acute care hospitals (LTACHs). The platform offers a continuum of care including independent living apartments and garden homes, assisted living, memory care, skilled nursing, and post-acute rehabilitation services. The specialty hospitals (Noland Hospital Anniston, Noland Hospital Birmingham, Noland Hospital Dothan, and Noland Hospital Tuscaloosa) provide extended acute care for patients requiring treatment after ICU stays. Founded in 1913, the organization serves Alabama's older adult population through both residential senior living communities and medical facilities.

Differentiator

Problem solved

Functional benefit

Brands

• Noland Hospitals: Specialty hospitals for those requiring extended acute care after an ICU stay
• Senior Living Communities

Products and services

• Independent Living Apartment and garden home living options for seniors who can live independently but desire community amenities and social engagement, offered across select Alabama Noland communities.
• Assisted Living Personal care services including medication management, bathing, dressing, and daily activity assistance for seniors who need help with daily tasks, offered at full-service Noland communities.
• Memory Care Specialized care programs for individuals with Alzheimer's disease and other forms of dementia, providing a secure and supportive environment within Noland senior living communities.
• Skilled Nursing Services Professional nursing care provided at all Noland healthcare communities for patients requiring ongoing medical supervision and assistance.
• Post-Acute Rehabilitation Therapy services including physical, occupational, and speech therapy to help patients recover after illness, injury, or surgery, delivered at Noland healthcare communities.
• Long-Term Acute Care Hospital (LTACH) Services Extended acute care for patients requiring complex medical treatment after ICU stays, including ventilator support, respiratory failure management, cardiac care, and tracheostomy care, delivered at Noland Hospitals in Anniston, Birmingham, Dothan, and Tuscaloosa, Alabama.

Quantifiable outcome

• 99% of patients and families recommend Noland specialty hospitals

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Genesis HealthCare: Large national skilled nursing and assisted living operator with rehabilitation therapy services; comparable to Noland's skilled nursing and post-acute rehab facilities.
• Select Medical Holdings: Operates one of the largest LTACH and rehabilitation hospital networks in the U.S.; comparable to Noland's four LTACH facilities given overlapping post-acute, ventilator-weaning, and complex-medical service lines.
• Encompass Health: National leader in inpatient rehabilitation and LTACH services; directly comparable as a public LTACH operator and the most relevant specialty-hospital benchmark for Noland Hospitals.
• Atria Senior Living: National senior living operator with independent living, assisted living, and memory care offerings; comparable continuum-of-care model for Noland's full-service communities.
• Brookdale Senior Living: Largest U.S. senior living operator offering independent living, assisted living, and memory care; relevant comparable for Noland's full-service community model.

Direct peers

• PruittHealth: Southeast-based non-profit operator of skilled nursing, assisted living, and home health in Georgia and neighboring states; comparable mission, geographic footprint, and senior-care service mix.
• Five Star Senior Living: Operates independent living, assisted living, and memory care communities across the Southeast; directly comparable service profile and regional positioning to Noland's communities.
• National HealthCare Corporation (NHC): Operates skilled nursing, assisted living, home care, and rehabilitation across the Southeast, with a strong Tennessee/Alabama regional presence; directly comparable care continuum model to Noland.
• Kindred Healthcare: National LTACH-focused operator offering extended acute care for post-ICU patients; the closest functional peer to Noland Hospitals' LTACH business model and acuity profile.
• Vibra Healthcare: Specialty hospital operator focused on LTACH and medical rehabilitation, with strong presence in the Midwest and East; comparable specialty-hospital business to Noland Hospitals' four LTACH facilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries14 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 Noland Health Services