Senior Advocacy Services
Senior Advocacy Services is a Petaluma, California-based nonprofit founded in 1980 that provides free Medicare counseling (HICAP) and long-term care ombudsman (LTCO) advocacy to seniors and families across the North Bay Area, funded by donations and grants.
- Company typePrivate
- Founded1980
- HeadquartersPetaluma, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Senior Advocacy Services does
Senior Advocacy Services is a private nonprofit organization founded in 1980 and headquartered in Petaluma, California, that provides free advocacy and counseling services to seniors and their families throughout the North Bay Area. The organization operates two core programs: the Health Insurance Counseling and Advocacy Program (HICAP), which delivers free, unbiased Medicare counseling to help beneficiaries understand coverage options, resolve billing disputes, and detect fraud; and the Long-term Care Ombudsman (LTCO) program, which trains and deploys volunteers to advocate for the rights and quality of care of seniors residing in nursing homes and assisted living facilities. The organization does not operate a proprietary technology platform; service delivery is conducted via telephone hotlines, in-person counseling at the Petaluma office, monthly public educational workshops, and a recently launched Find a Facility Directory tool on its website.
The business model is nonprofit grant and donation funded. Senior Advocacy Services does not charge beneficiaries for services and does not sell products. Revenue is generated through community donations (processed via a Network for Good donation portal), contributions from a small set of local sponsoring businesses, and likely state and federal program funding tied to its HICAP designation. The organization partners with the California Advocates for Nursing Home Reform (CANHR) for legislative advocacy, the Senior Medicare Patrol (SMP) for fraud prevention education, and receives referrals from healthcare providers, the Social Security Administration, and local social service organizations. Customer segments are split across three personas: pre-Medicare-eligible seniors (primary), seniors in institutional care settings, and the families and caregivers of seniors — all served through a horizontal, community-led go-to-market motion.
Senior Advocacy Services firmographics
Firmographics- Name
- Senior Advocacy Services
- Legal name
- Senior Advocacy Services
- Website
- https://senioradvocacyservices.org
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Senior Advocacy Services is a Petaluma, California-based nonprofit founded in 1980 that provides free Medicare counseling (HICAP) and long-term care ombudsman (LTCO) advocacy to seniors and families across the North Bay Area, funded by donations and grants.
- Ownership category
- akta.pro rank
Senior Advocacy Services industry classification
Industry- Product category
- Senior advocacy and Medicare counseling services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Elder Services & Aging Support (BPAGAEAF)
- akta.pro secondary industry
- Caregiver Support & Education Programs (Center-Based) (HSABANAN)
Keywords
Where Senior Advocacy Services is headquartered
LocationHeadquarters
- HQ city
- Petaluma
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Senior Advocacy Services business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Donations and Grants: The organization is funded primarily through community donations and likely government grants. The website features a donation portal and acknowledges sponsoring businesses that contribute financially to support the agency's advocacy work.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Other | Free services for seniors and families |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Senior Advocacy Services product offering
Product offeringCore offering
Senior Advocacy Services provides free, community-funded advocacy services for seniors in California's North Bay Area, anchored by two core programs: HICAP (Health Insurance Counseling and Advocacy Program) for unbiased Medicare enrollment counseling and billing dispute resolution, and the Long-term Care Ombudsman (LTCO) program that deploys trained volunteers to protect seniors' rights in nursing homes and assisted living facilities. The offering is supplemented by a Find a Facility directory, Medicare fraud prevention education, and legislative advocacy on senior care issues.
Product overview
Senior Advocacy Services operates as a unified nonprofit advocacy organization offering multiple integrated programs to support seniors in the North Bay Area. The core offerings include HICAP (Medicare counseling services) and LTCO (Long-term Care Ombudsman program), supplemented by a Find a Facility directory tool, Medicare fraud prevention education, and legislative advocacy initiatives. These programs work together to provide seniors with healthcare guidance, protection of care facility rights, and access to resources.
Differentiator
Problem solved
Functional benefit
Products and services
- HICAP (Health Insurance Counseling and Advocacy Program) Free, unbiased Medicare counseling service that helps seniors and their families understand Medicare options, make informed enrollment and coverage decisions, access healthcare, and resolve billing concerns. Delivered under formal state HICAP designation.
- Long-term Care Ombudsman (LTCO) Program Advocacy program in which trained volunteer ombudsmen protect the rights, dignity, and quality of care of seniors living in nursing homes and assisted living facilities across the North Bay Area. Volunteers address resident concerns, resolve complaints, and ensure respectful treatment.
- Find a Facility Directory Online searchable directory tool that helps seniors and families locate nursing homes, assisted living facilities, and other care providers in the North Bay Area.
- Medicare Fraud Prevention Education Educational outreach program that helps seniors prevent, detect, and report Medicare fraud, errors, and abuse, delivered in partnership with the Senior Medicare Patrol (SMP).
- Legislative Advocacy for Long-term Care Consumers Advocacy effort supporting legislation that improves legal protections for long-term care consumers, including bills on RCFE complaint reform, support person access during emergencies, elder abuse protections, Medi-Cal discrimination, and assisted living rate protections, delivered in coordination with California Advocates for Nursing Home Reform (CANHR).
Quantifiable outcome
- Free Medicare counseling available via (800) 434-0222
Companies that use Senior Advocacy Services
Customer profileSegments3 records
Ideal customer profiles2 records
Senior Advocacy Services technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Senior Advocacy Services partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- California Advocates for Nursing Home Reform (CANHR)coreCANHR is a fierce advocate for residents in long-term care facilities and serves as the Ombudsman sponsor. Senior Advocacy Services supports CANHR's legislative agenda including five bills aimed at improving legal protections for long-term care consumers. The organization actively mobilizes community support for CANHR-sponsored legislation.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
Senior Advocacy Services competitors and assessment
Company assessmentBroad incumbents
- California Department of Aging: California Department of Aging administers the state's HICAP program and funds local HICAP providers including Senior Advocacy Services. It is a broad-incumbent peer/funder that shapes the regulatory and funding environment for the subject company's core services.
- AARP California: AARP California is a large, established senior advocacy organization operating statewide with a broader portfolio that includes Medicare education, fraud prevention, and legislative advocacy. It competes for donor dollars and senior mindshare but at a much larger scale and broader remit.
- Eldercare Locator: Eldercare Locator is a federally funded national directory service connecting seniors to local aging services. It is a broad-incumbent peer offering facility and resource discovery at a national scale, comparable to the subject company's local "Find a Facility" directory tool.
- Senior Medicare Patrol (SMP): SMP is the national Medicare fraud prevention program that Senior Advocacy Services partners with for fraud education. It is a broader-incumbent peer that sets the curriculum and national framework for the fraud prevention work the subject company delivers locally.
Regional players
- Institute on Aging: Institute on Aging is a San Francisco-based nonprofit providing a broad range of services for seniors including counseling, caregiver support, and connection to community resources. It is a regional peer with overlapping service categories but a different geographic focus within the Bay Area.
Direct peers
- Family Caregiver Alliance: Family Caregiver Alliance provides caregiver support, education, and care navigation services across the Bay Area. It is a direct peer in serving the family caregiver segment that Senior Advocacy Services also addresses through education and referral services.
- California Advocates for Nursing Home Reform (CANHR): CANHR is the state's leading long-term care consumer advocacy organization and serves as the Ombudsman sponsor for Senior Advocacy Services' LTCO program. It is a direct peer in long-term care facility advocacy, resident rights protection, and legislative reform around nursing home and assisted living quality.
- California Health Advocates: California Health Advocates is the statewide HICAP coordinating entity that supports local HICAP programs including Senior Advocacy Services. It is the most direct functional peer in Medicare counseling advocacy and serves as the umbrella organization for the HICAP network the subject company operates within.
- HICAP of San Mateo County: HICAP of San Mateo County operates as a sibling HICAP program in an adjacent Bay Area region, providing free, unbiased Medicare counseling similar to Senior Advocacy Services. It is the closest geographic and functional peer in the HICAP service delivery model.
Emerging players
- JASA (Jewish Association Serving the Aging): JASA is a regional nonprofit providing case management, counseling, and advocacy for seniors in the New York area. It is an emerging-player peer demonstrating a comparable model of integrating Medicare counseling, caregiver support, and facility advocacy under a single community-based nonprofit umbrella.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Senior Advocacy Services social profiles
Digital presenceSenior Advocacy Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
Senior Advocacy Services leadership team
Management profileNumber of profiles
Senior Advocacy Services funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Senior Advocacy Services M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Senior Advocacy Services
What does Senior Advocacy Services do?
Senior Advocacy Services provides free, community-funded advocacy services for seniors in California's North Bay Area, anchored by two core programs: HICAP (Health Insurance Counseling and Advocacy Program) for unbiased Medicare enrollment counseling and billing dispute resolution, and the Long-term Care Ombudsman (LTCO) program that deploys trained volunteers to protect seniors' rights in nursing homes and assisted living facilities. The offering is supplemented by a Find a Facility directory, Medicare fraud prevention education, and legislative advocacy on senior care issues.
Is Senior Advocacy Services a public or private company?
Senior Advocacy Services is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Senior Advocacy Services founded?
Senior Advocacy Services was founded in 1980. It employs 11 to 50 people.
Where is Senior Advocacy Services based?
Senior Advocacy Services is headquartered in Petaluma, United States, in the North America region.
How does Senior Advocacy Services make money?
One revenue line is on record: donations and Grants.
Who are Senior Advocacy Services's main competitors?
Broad incumbents on record are California Department of Aging, AARP California, Eldercare Locator and Senior Medicare Patrol (SMP). Institute on Aging is listed as a regional player. Direct peers are Family Caregiver Alliance, California Advocates for Nursing Home Reform (CANHR), California Health Advocates and HICAP of San Mateo County. JASA (Jewish Association Serving the Aging) is listed as an emerging player.
Does Senior Advocacy Services have an API?
No public API is recorded for Senior Advocacy Services.
What industry is Senior Advocacy Services in?
Senior Advocacy Services's product category is Senior advocacy and Medicare counseling services. Its primary akta.pro industry code is BPAGAEAF, Elder Services & Aging Support, with a secondary code of HSABANAN, Caregiver Support & Education Programs (Center-Based). Its NAICS code is 624120 and its SIC code is 8300.