Crossroads Care Center

What Crossroads Care Center does

Crossroads Care Center, operating under the legal name Avina Healthcare, is a privately held, family-owned senior care provider headquartered in Wisconsin and founded in 2005. The company operates 18 facilities across Wisconsin and Illinois under four sub-brands: Avina (skilled nursing and short-term rehabilitation), Avina Living (independent and assisted living residences), Avina Day Center (adult day services), and Independent Collection (short-term rehab and long-term care facilities in Illinois). It delivers five distinct levels of care — adult day services, independent living, assisted living, long-term care, and short-term rehab — targeting seniors and post-hospital patients across the full acuity spectrum.

The underlying service platform combines 24/7 on-site medical staffing, board-certified physician oversight, in-house physical/occupational/speech therapy (available up to seven days per week), on-site diagnostic and laboratory services, wound healing, cardiac and pulmonary rehabilitation, memory care, and palliative care. Clinical capabilities are augmented by a proprietary CORE wearable cardiac monitor system used for continuous heart-health tracking and on-site dialysis at the Avina of Kenosha location, both positioned as differentiators uncommon in mid-market skilled nursing facilities. The Independent Collection facilities in Illinois (Northbrook, Belvidere, Inverness, Waukegan) extend the same care model into a second state under distinct local-market brands.

The business model operates on two revenue mechanics: Medicare/Medicaid/insurance reimbursement for skilled nursing, short-term rehabilitation, and clinical services, plus private-pay recurring monthly fees for assisted living, independent living, adult day services, and respite care. Distribution is driven by 24/7 direct admissions (including direct acceptance from hospital emergency rooms), discharge-planning partnerships with hospital systems, physician referral networks, and a multi-channel consumer marketing program combining content/SEO, community events, and partnership-based earned media. Promotional pricing (community fee waivers, rent credits) is used selectively to drive independent-living move-ins.

Name

Crossroads Care Center

Legal name

Avina Healthcare

Website

https://crossroadscarecenter.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Crossroads Care Center (Avina Healthcare) is a family-owned Wisconsin-headquartered senior care provider operating 18 skilled nursing, rehabilitation, assisted living, independent living, and adult day facilities across Wisconsin and Illinois, serving post-hospital patients and seniors through Medicare, Medicaid, and private-pay models.

Ownership category

akta.pro rank

Product category

Skilled Nursing and Senior Care Facilities

NAICS

Nursing Care Facilities (Skilled Nursing Facilities) (623110), Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Services for the Elderly and Persons with Disabilities (624120), Nursing Care Facilities (Skilled Nursing Facilities) (62311)

SIC

Services-Skilled Nursing Care Facilities (8051), Services-Nursing & Personal Care Facilities (8050), Services-Health Services (8000)

akta.pro primary industry

Long-Term Care Rehabilitation Centers (HLAFAFAD)

akta.pro secondary industries

Adult Day Rehabilitation & Therapy Programs (PT/OT/SLP) (HLADAIAD), Community-Based Senior Centers with Adult Day Services (HLADAIAJ), Facility-Based Respite (Assisted Living/SNF/Memory Care Short Stays) (HLADAKAB)

Keywords

• Skilled nursing services
• Senior rehabilitation care
• Assisted living facilities
• Independent living communities
• Adult day services

Headquarters

HQ city

Ohio

HQ country

United States

HQ region

North America

Offices18 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Skilled Nursing Services: 24/7 nursing care services for individuals requiring ongoing medical supervision and support. Revenue generated through Medicare, Medicaid, and private insurance reimbursement.
2. Short-Term Rehabilitation: Intensive therapy services including physical, occupational, and speech therapy for post-hospital recovery. Billed through Medicare Part A and managed care plans.
3. Assisted Living: Residential care with personal assistance services. Private pay model with rates varying by care level required.
4. Independent Living: Maintenance-free residential living with amenities. Month-to-month lease model with monthly fees covering housing, meals, utilities, and activities.
5. Respite Care: Short-term temporary care stays for caregivers needing relief. Flexible pricing based on length of stay and care needs.
6. Adult Day Services: Daytime care programs for adults needing supervision and support during daytime hours.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Crossroads Care Center operates a multi-level senior care platform offering skilled nursing, short-term rehabilitation, assisted living, independent living, and adult day services across 18 facilities in Wisconsin and Illinois. The company delivers 24/7 nursing care, post-surgical recovery, physical/occupational/speech therapy up to seven days per week, cardiac and pulmonary rehabilitation, wound healing, on-site dialysis, memory care, and palliative care. Revenue is generated primarily through Medicare/Medicaid reimbursements for skilled services and private monthly fees for residential living options.

Product overview

Avina Healthcare operates a multi-faceted senior care platform consisting of four main product lines: (1) Avina - core skilled nursing and short-term rehabilitation services; (2) Avina Living - independent and assisted living residences; (3) Avina Day Center - adult day services; and (4) Independent Collection - additional rehab and long-term care facilities. The platform provides a continuum of care from short-term rehab to 24/7 nursing, with services including post-surgical recovery, physical/occupational/speech therapy, cardiac rehabilitation, wound healing, chronic disease management, memory care, and palliative care. Avina serves multiple cities across Wisconsin through nine branded facility locations plus five Independent Collection facilities across Illinois and Wisconsin.

Differentiator

Problem solved

Functional benefit

Brands

• Avina Living: Independent and assisted living residences with 24/7 access to expert medical care
• Avina Day Center
• Independent Collection

Products and services

• Short-Term Rehabilitation Intensive rehabilitation services including physical therapy, occupational therapy, and speech therapy delivered up to seven days per week for individuals recovering from surgery, illness, injury, or hospitalization. Targets post-hospital patients needing short-term therapy before returning home.
• Long-Term Care (Skilled Nursing) 24/7 skilled nursing care with comprehensive healthcare services, comfortable accommodations with private bathrooms, personalized care plans, and multidisciplinary team oversight for individuals requiring ongoing medical supervision due to chronic conditions or disabilities.
• Assisted Living Residential care offering assistance with bathing, dressing, medication management, meals, and daily activities for seniors who need help but want to maintain independence. Private-pay model with rates varying by care level.
• Independent Living Maintenance-free residential living with dining services, amenities, social activities, and transportation for active seniors. Month-to-month lease model with monthly fees covering housing, meals, utilities, and activities.
• Adult Day Services Daytime care program providing therapeutic activities, health monitoring, social engagement, and caregiver respite for adults needing supervision during daytime hours.
• Respite Care Short-term temporary care offering flexible stays with 24/7 nursing oversight, personalized care plans, and comfortable accommodations so family caregivers can rest, travel, or recover.
• On-Site Medical Services Comprehensive clinical care including on-site physician services, 24/7 nursing care, IV therapy, wound healing, cardiac monitoring with CORE wearable, on-site dialysis (Kenosha location), respiratory therapy, and chronic disease management.

Quantifiable outcome

• 24/7 on-site medical staff available across all facilities
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• The DAISY FoundationcoreStrategic or Co-development Partner · 18 May 2026Annual partnership for DAISY & Bee Award ceremony recognizing extraordinary nurses at Avina on 32nd in Kenosha. The DAISY Award recognizes outstanding clinical skill and compassionate care reflecting gratitude of patients, families and colleagues. The Bee Award extends recognition to nurses creating positive, caring environments.
• Horizon Home Care & HospiceminorStrategic or Co-development Partner · 7 May 2026Sponsor of Discover & Design: Mother's Day Floral Experience event at Avina Living of Milwaukee. Co-sponsored community event for residents and families.
• Milwaukee Symphony OrchestraminorStrategic or Co-development Partner · 29 April 2026Intimate chamber concert performances by musicians from the Milwaukee Symphony Orchestra at Avina Living of Milwaukee's chapel. Free community event showcasing cultural programming for residents.
• Milwaukee Fire DepartmentminorStrategic or Co-development Partner · 14 January 2026Community partnership for fire safety education event at Avina of Milwaukee. Fire Department presented practical fire safety tips including fire extinguisher use, evacuation procedures, and cooking safety.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Genesis HealthCare: Major skilled nursing and rehabilitation operator with significant post-acute care exposure. Comparable to Avina's skilled nursing and short-term rehab service lines.
• Brookdale Senior Living: Largest U.S. senior living operator offering assisted living, independent living, memory care, and skilled nursing across hundreds of communities. Directly comparable to Avina's continuum-of-care model across multiple acuity levels.
• Atria Senior Living: National assisted living and memory care operator with a multi-state footprint. Comparable to Avina's assisted living and independent living service lines and family-senior marketing positioning.
• The Ensign Group: Operator of skilled nursing and assisted living facilities across the U.S., with a strong focus on post-acute rehab and clinical differentiation. Closely comparable to Avina's SNF and short-term rehab core.
• Five Star Senior Living: Senior living provider operating independent living, assisted living, and memory care communities. Directly comparable to Avina Living's service mix and target demographic.
• Sunrise Senior Living: Senior living operator focused on assisted living and memory care with a high-touch, service-intensive model. Comparable to Avina's premium staffing and family-centered care positioning.
• National HealthCare Corporation: Operates skilled nursing facilities, assisted living, and home care across the Southeastern U.S. Comparable to Avina's blended continuum-care model across multiple service lines.
• Holiday Retirement: Operator of independent living communities for seniors across the U.S. Comparable to Avina Living's independent living service line and active-senior target demographic.

Broad incumbents

• Encompass Health: Largest U.S. operator of inpatient rehabilitation hospitals with significant post-acute focus. Comparable to Avina's short-term rehab specialization but operates at substantially larger scale.

Others

• American Healthcare REIT: Healthcare REIT with senior housing, skilled nursing, and medical office exposure. Comparable as a capital ecosystem participant adjacent to operators like Avina rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 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 Crossroads Care Center