What Pima Council on Aging does

Pima Council on Aging (PCOA) is a nonprofit organization designated as the Area Agency on Aging for Pima County, Arizona, founded in 1967 by Marian Lupu and headquartered in Tucson. It serves adults aged 60 and older — a demographic that constitutes approximately 28% of Pima County residents — along with family caregivers, grandparents raising grandchildren, and adults 18+ with physical disabilities. The organization operates a broad continuum of aging services including the Pima Meals on Wheels program, congregate lunches, caregiver support groups and respite, Medicare counseling and Senior Medicare Patrol, the Long-Term Care Ombudsman program, falls prevention (Falls Free Pima, A Matter of Balance), EnhanceFitness classes, transportation assistance, housing navigation, rights and benefits counseling, end-of-life care planning, and a bilingual English/Spanish helpline certified in information and referral.

PCOA's service delivery is organized around two wholly-owned subsidiaries — PimaCare at Home (PCAH), a non-medical home care agency employing nearly 100 direct care workers and serving more than 1,100 older adults, and Caregiver Training Institute (CGTI), a healthcare workforce training organization acquired in May 2020 that has trained thousands of certified nursing assistants, certified caregivers, and assisted living managers over roughly two decades. Sub-brands also include the Katie Dusenberry Healthy Aging Center, Memory Cafes, Neighbors Care Alliance, and Dementia Capable Southern Arizona (the latter funded by a $1 million three-year federal Alzheimer's Disease Programs Initiative grant awarded in 2020).

Revenue is generated almost entirely through non-transactional channels: federal grants (notably the Administration for Community Living), state funding via the Arizona Department of Economic Security, local government allocations (including $500,000 in City of Tucson CARES Act funds in 2020), corporate and individual charitable contributions (The Gala fundraising event raised more than $227,000 at one event), and program-service revenue from PimaCare at Home and CGTI. Most services are delivered at no cost to eligible older adults; select classes charge nominal fees (e.g., $30 for A Matter of Balance) and the legal clinic operates on a suggested $15 donation model. The organization has no proprietary technology platform and no commercial product; its value proposition rests on the regulatory designation, a 1,700-entry Resource Directory, and a dense partnership network spanning United Way, Banner Alzheimer's Institute, the University of Arizona Center on Aging, Tucson Medical Center, and regional hospice and community-service providers.

Name

Pima Council on Aging

Legal name

Pima Council on Aging

Website

https://pcoa.org

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

51–100 employees

Short description

Pima Council on Aging is the designated Area Agency on Aging for Pima County, Arizona, serving adults 60+ and caregivers since 1967. It delivers meals, home care, Medicare counseling, caregiver support, dementia services, and advocacy through programs and two wholly-owned subsidiaries.

Ownership category

akta.pro rank

Product category

Community-Based Aging Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Social Services (8300)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

akta.pro secondary industries

Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL), Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK), Caregiver Support & Education Programs (Center-Based) (HSABANAN)

Keywords

• Aging services
• Home care services
• Caregiver support
• Senior services
• Community-based aging

Headquarters

HQ city

Tucson

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: PCOA receives donations from individuals, corporations, and foundations. The organization hosts fundraising events including The Gala, which raised over $227,000 at one event.
2. Government Grants and Public Funding: PCOA receives federal, state, and local government funding including grants from the Administration for Community Living, Arizona Department of Economic Security, and City of Tucson CARES Act funds. Notable grants include a $1 million three-year Alzheimer's Disease Programs Initiative award.
3. Program Services Revenue: Revenue from subsidiary operations including PimaCare at Home (home care services) and Caregiver Training Institute (healthcare worker training). PimaCare at Home employs direct care workers serving over 1,100 older adults.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Pima Council on Aging (PCOA) is a nonprofit Area Agency on Aging that delivers a comprehensive continuum of aging services to adults 60 and older and their caregivers in Pima County, Southern Arizona. Its offerings span in-home care (PimaCare at Home), home-delivered and congregate meals (Pima Meals on Wheels, Community Lunch Program), caregiver support and respite, Medicare counseling and fraud prevention (Senior Medicare Patrol), dementia-capable programming (Dementia Capable Southern Arizona, Memory Cafes), falls prevention and fitness classes (Falls Free Pima, EnhanceFitness), benefits and legal assistance, long-term care ombudsman advocacy, transportation, housing help, and end-of-life care planning.

Product overview

Pima Council on Aging (PCOA) operates as a nonprofit Area Agency on Aging serving Southern Arizona, offering a comprehensive continuum of programs and services organized as a multi-service portfolio rather than a unified technology product. The organization provides direct services through internal programs including PimaCare at Home (a subsidiary home care agency), Pima Meals on Wheels, Neighbors Care Alliance, the Katie Dusenberry Healthy Aging Center, Memory Cafes, EnhanceFitness, Falls Free Pima, Community Lunch Program, Rights and Benefits counseling, Senior Medicare Patrol, Long-Term Care Ombudsman, End of Life Care Planning, Transportation, Housing Assistance, and various caregiver support services. PCOA also operates subsidiary organizations including Caregiver Training Institute (CGTI) for healthcare worker education and training. Services are delivered through the Information & Assistance Helpline, in-person consultations, community locations, and partner relationships including a FreeWill partnership for estate planning. The organization functions as a service provider rather than a technology company, focusing on aging well services, caregiver support, meals and nutrition, healthy aging programs, advocacy, and legal/financial assistance for older adults in Pima County.

Differentiator

Problem solved

Functional benefit

Brands

• PimaCare at Home (PCAH): Non-medical home care services subsidiary providing care to older adults across Pima County
• Caregiver Training Institute (CGTI)
• Pima Meals on Wheels
• Katie Dusenberry Healthy Aging Center
• Dementia Capable Southern Arizona
• Memory Cafes
• Neighbors Care Alliance (NCA)

Products and services

• PimaCare at Home (PCAH) Non-medical home care services for older adults across Pima County, delivered by PCOA's subsidiary agency employing nearly 100 direct care workers.
• Pima Meals on Wheels

Quantifiable outcome

• Served more than 1,100 older adults through home care services
• +3 more outcomes

Named customers4 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

Partnerships

15 partnerships are on record, tiered minor and core.

• Done Rite ServicesminorGTM or Marketing Partner · 25 November 2025Done Rite Services partnered with PCOA to donate three HVAC systems to senior residents in Tucson during Thanksgiving 2025. The donation included equipment, labor, and installation to support vulnerable seniors in extreme climate conditions.
• Caregiver Training Institute (CGTI)coreStrategic or Co-development Partner · 1 January 2020CGTI became a subsidiary organization of PCOA to raise standards for healthcare worker competence and increase available caregivers in Pima County. Supported by $100,000 from Margaret E. Mooney Foundation and $15,000 from Arizona Together for Impact.
• United Way of Tucson and Southern ArizonacoreStrategic or Co-development Partner · 1 January 2020United Way partnered with PCOA for the Alzheimer's Disease Programs Initiative, a $1 million three-year grant from the Administration for Community Living. Partnership includes ten organizations working to improve dementia-specialized support.
• Alzheimer's AssociationcoreStrategic or Co-development Partner · 1 January 2020Partner organization in PCOA's Alzheimer's Disease Programs Initiative to increase community understanding of Alzheimer's and related dementias and create dementia-friendly communities.
• University of Arizona Center of AgingcoreStrategic or Co-development Partner · 1 January 2020Partner organization in the three-year Alzheimer's Disease Programs Initiative focused on improving dementia support services in Pima County.
• Banner Alzheimer's InstitutecoreStrategic or Co-development Partner · 1 January 2020Partner in the federal Alzheimer's Disease Programs Initiative working with PCOA and other organizations to improve dementia care in Southern Arizona.
• Tucson Medical CenterminorStrategic or Co-development Partner · 1 January 2020TMC partners with PCOA annually for the Salute to Centenarians event honoring individuals age 99 and older in the community.
• End of Life Care PartnershipminorStrategic or Co-development Partner · 1 January 2020Partner organization in the Alzheimer's Disease Programs Initiative providing end-of-life care expertise.
• Casa de la Luz HospiceminorStrategic or Co-development Partner · 1 January 2020Partner in the Alzheimer's Disease Programs Initiative contributing hospice and end-of-life care expertise.
• Posada Life Community ServicesminorStrategic or Co-development Partner · 1 January 2020Partner in the Alzheimer's Disease Programs Initiative serving Green Valley area.
• Interfaith Community ServicesminorStrategic or Co-development Partner · 1 January 2020Partner organization in the Alzheimer's Disease Programs Initiative providing community services.
• Tucson Collaborative Community Care (TC3)minorStrategic or Co-development Partner · 1 January 2020Partner in the Alzheimer's Disease Programs Initiative collaborative care program.
• Intermountain CentersminorStrategic or Co-development Partner · 1 January 2020Partner organization in the Alzheimer's Disease Programs Initiative.
• Elder AllianceminorStrategic or Co-development Partner · 1 January 2020Partner in the Alzheimer's Disease Programs Initiative focused on elder care services.
• Lutheran Social Services of the SouthwestminorStrategic or Co-development Partner · 1 January 2020Partner with PCOA to provide grocery shopping service for older adults, especially during COVID-19 pandemic.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Area Agency on Aging, Region One (Maricopa County): Designated Area Agency on Aging for Maricopa County (Phoenix metro), operating the same AAA model with a comparable continuum of in-home support, meals, caregiver programs, and advocacy for older adults. Closest structural peer to PCOA.
• Pinal-Gila Council for Senior Citizens: Designated AAA serving Pinal and Gila counties in Arizona; operates congregate meals, in-home care, transportation, and caregiver support for seniors. Directly comparable service portfolio and rural-Arizona operating model.

Regional players

• Northern Arizona Council of Governments (NACOG) Area Agency on Aging: AAA serving Coconino, Yavapai, Apache, Navajo, and Mohave counties; offers aging services including meals, caregiver support, and benefits navigation. Comparable mission and rural service-delivery approach but covers a different region.
• Western Arizona Council of Governments (WACOG) Area Agency on Aging: AAA serving La Paz, Mohave, and Yuma counties, providing nutrition, in-home support, caregiver services, and advocacy. Operates the same AAA framework in a different Arizona geography.

Broad incumbents

• National Council on Aging (NCOA): National nonprofit focused on aging services, benefits access (Medicare), falls prevention, and economic security for older adults. Overlaps with PCOA on Medicare counseling (Senior Medicare Patrol) and evidence-based healthy aging programs.
• BrightSpring Health Services: Public company providing home and community-based services including personal care, home health, and behavioral health. Overlaps with PCOA's PimaCare at Home in Pima County but operates at far larger, for-profit scale.
• Help at Home: Large private personal-care services company serving seniors and individuals with disabilities across multiple states. Competes with PimaCare at Home for caregiver labor and Medicaid-funded home care referrals within Pima County.
• AARP Arizona: State office of AARP focused on advocacy, Medicare/Social Security education, and caregiver resources for adults 50+ in Arizona. Overlaps with PCOA on benefits counseling and legislative advocacy but is a membership and policy organization, not a direct service provider.

Others

• USAging: National association representing Area Agencies on Aging and Title VI Native American aging programs. Not a direct service competitor but the principal industry-body counterpart for PCOA's advocacy, training, and federal funding interests.
• Meals on Wheels America: National organization supporting local Meals on Wheels providers; PCOA's 'Pima Meals on Wheels' sub-brand is an affiliated local affiliate. Comparable nutrition/mission focus but operates as an enabling/funding body rather than a direct provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pimacouncilonaging
• Instagraminstagram.com/pimacouncilonaging
• LinkedInlinkedin.com/company/pima-council-on-aging

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Pima Council on Aging