National Care Planning Council

What National Care Planning Council does

The National Care Planning Council (NCPC) is a privately held membership organization and content publisher that operates longtermcarelink.net, a directory and resource site focused on long-term care, eldercare, and senior services in the United States. The company serves two primary audiences: (1) aging seniors and their families seeking information, government benefits guidance (Medicaid, VA), and connections to eldercare providers, and (2) eldercare professionals and service providers who join the council as paying members and gain directory listings, marketing tools, and access to certification programs. Its core technology is a content-rich web platform coupled with the Life Resource Planning System, an online questionnaire engine that generates PDF-based planning surveys covering long-term care funding, Medicaid planning, veterans benefits, and asset preservation.

The company's revenue model is diversified across four streams: recurring annual membership fees from eldercare providers and professionals; one-time sales of NCPC-authored books (e.g., "How to Deal with 21 Critical Issues Facing Aging Seniors," "Guide to Navigating Veterans & Survivors Benefits," "The 4 Steps of Long Term Care Planning," and "Protect Assets from Nursing Home Costs"); subscription-style professional training and certification revenue from the CLRP (Certified Life Resource Planner) designation, VA Accreditation study materials, and CLE courses; and licensing of marketing systems such as "Successful Senior Marketing" to eldercare professionals. The company also operates a federally distributed network of 36+ State Care Planning Councils that function as channel partners providing local presence.

The business is operated from Centerville, Utah with a small team (11–50 employees), holds BBB accreditation, and distributes primarily through its owned website and the State Council network. No public funding, M&A activity, mobile application, or disclosed financial information is available, indicating a lean, cash-funded operating profile.

Name

National Care Planning Council

Legal name

National Care Planning Council

Website

https://longtermcarelink.net

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

National Care Planning Council operates a membership-based directory and content platform that connects aging seniors and their families with eldercare service providers across the US, while selling books, certifications, and professional planning tools.

Ownership category

akta.pro rank

Product category

Senior Services and Eldercare Resources

NAICS

Services for the Elderly and Persons with Disabilities (624120)

akta.pro primary industry

Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB)

akta.pro secondary industries

Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG), Elder Services & Aging Support (BPAGAEAF), Benefits, Insurance & Long-Term Care Planning Navigation (Medicare/Medicaid/LTC) (HLADALAI)

Keywords

• Eldercare resource directory
• Long term care planning
• Senior services membership
• Veterans benefits assistance
• Professional eldercare certification

Headquarters

HQ city

Centerville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Individual services and companies join the National Care Planning Council as members, agreeing to abide by an ethical code of conduct. Members receive listings and benefits through the council.
2. Book Sales: NCPC publishes and sells books on long term care planning including titles like 'How to Deal with 21 Critical Issues Facing Aging Seniors', 'Guide to Navigating Veterans & Survivors Benefits', 'The 4 Steps of Long Term Care Planning', and 'Protect Assets from Nursing Home Costs'.
3. Professional Certifications and Training: VA Accreditation study materials, CLE courses for maintaining VA accreditation, and the CLRP (Certified Life Resource Planner) designation program for individuals.
4. Marketing Systems for Professionals: Successful Senior Marketing and Life Resource Planning System sold to professionals working in the eldercare industry.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

The National Care Planning Council runs a membership-based directory and content platform that connects aging seniors and their families with eldercare service providers, publishes books and guides on long-term care planning and veterans benefits, and offers professional tools including the Life Resource Planning System, the Certified Life Resource Planner (CLRP) designation, VA Accreditation study materials, and CLE courses for VA-accredited professionals. Its offerings serve both consumer end-users seeking eldercare information and providers seeking directory listings, certifications, and marketing support.

Product overview

The National Care Planning Council operates a membership-based directory platform that connects seniors and their families with eldercare service providers. The core offering includes a comprehensive directory of senior services (covering adult day care, assisted living, home care, nursing homes, hospice, estate planning, and more), state and local care planning councils, and professional tools. The company publishes educational books including 'How to Deal with 21 Critical Issues Facing Aging Seniors', 'The 4 Steps of Long Term Care Planning', 'Protect Assets from Nursing Home Costs', and the 'Guide to Navigating Veterans & Survivors Benefits'. The Life Resource Planning System is an online planning tool that generates PDF surveys through questionnaires to help clients plan for long term care, access government benefits, and plan for Medicaid. Professional offerings include VA Accreditation Study Materials, CLE Courses for maintaining VA accreditation, and the Certified Life Resource Planner (CLRP) designation.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Resource Planning System An online questionnaire-based system that produces PDF surveys to help clients plan for long term care, access government benefits, find funding sources, set aside money for death benefits, preserve assets, and plan for Medicaid. Sold to eldercare professionals as a fee-based planning tool.
• How to Deal with 21 Critical Issues Facing Aging Seniors A book published by the NCPC that takes a comprehensive approach to provide solutions to the many challenges that face the elderly. Sold directly through the longtermcarelink.net website.
• Guide to Navigating Veterans & Survivors Benefits A handbook providing comprehensive guidance on navigating veterans benefits, including the Aid and Attendance Pension benefit. Published and sold by the NCPC.
• The 4 Steps of Long Term Care Planning A book written by the NCPC to help the public plan for long term care.
• Protect Assets from Nursing Home Costs (Medicaid Secrets) A book focused on Medicaid planning strategies to save assets from nursing home costs. Published by the NCPC.
• Certified Life Resource Planner (CLRP) Designation A professional certification sponsored by the NCPC for individuals who desire to earn the Certified Life Resource Planner designation.
• VA Accreditation Study Material Study materials for individuals seeking VA accreditation to help veterans and their families apply for benefits from the Department of Veterans Affairs.
• CLE Courses for VA Accreditation Online continuing legal education courses to maintain VA accreditation.
• Senior Services Directory / Membership A directory of providers and services supporting retirement or eldercare needs, available to members of the National Care Planning Council. Members include individual services and companies that agree to abide by an ethical code of conduct.

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and major.

• State Care Planning CouncilscoreChannel Partner/ Reseller/ DistributorThe NCPC has organized State Care Planning Councils across 36+ states. These councils serve as one-stop sources for community providers and advisers who help aging seniors and families with eldercare needs. Local councils offer educational workshops and senior services through a single contact.
• Area Agencies on AgingcoreStrategic or Co-development PartnerArea agencies on aging are designated managers for state service and planning areas under the Older Americans Act. NCPC provides information about and connections to these agencies as part of their comprehensive eldercare resource network.
• Veterans Service OrganizationsmajorGTM or Marketing PartnerNCPC provides information about veterans benefits and directs veterans households to appropriate veterans service organizations, state or county veteran service representatives for assistance with filing VA benefit claims.

Scale indicators2 records

Direct peers

• A Place for Mom: Operates the largest consumer-facing senior care referral directory in the US, connecting families with assisted living, memory care, and home care providers. Directly comparable to NCPC's provider directory and care-navigation value proposition, but with venture capital backing, larger provider SaaS, and a national paid-search footprint.
• ElderLawAnswers: Consumer-facing elder law information site with an attorney directory and resources on Medicaid planning, estate planning, and long-term care. Directly comparable to NCPC's elder-law and Medicaid planning content and member attorney listings.
• Caring.com: Senior care information and referral platform offering directories of assisted living, memory care, home care, and senior living communities, plus long-form content on aging topics. Closely matches NCPC's content + directory model and competes for the same senior-care search keywords.
• AgingCare.com: Online community and resource site for caregivers of elderly loved ones, offering articles, forums, and provider directories. Comparable to NCPC as an eldercare information destination serving families, though more caregiver-community-oriented and less focused on long-term-care financing/VA benefits.
• SeniorAdvisor.com: Reviews and directory site for senior living, home care, and eldercare providers, with a focus on verified consumer reviews. Comparable to NCPC's provider directory but differentiated by a review-driven discovery model rather than NCPC's content/membership model.
• SeniorLiving.org: Senior care research and directory site covering independent living, assisted living, memory care, and nursing homes, monetized via provider referrals. Comparable to NCPC in combining editorial content with a provider directory targeting families of aging seniors.

Broad incumbents

• AARP: Massive membership organization for adults 50+ providing educational content, insurance products, advocacy, and provider resources. Overlaps with NCPC's mission of supporting seniors with long-term-care planning, benefits, and provider information, but at vastly greater scale and breadth.
• National Council on Aging (NCOA): National nonprofit providing benefits navigation tools such as BenefitsCheckUp, plus extensive aging-related content and policy advocacy. Comparable to NCPC's benefits-navigation and aging-resources mission, but operating as a large established nonprofit with broader federal partnerships.

Others

• Long Term Care Group: Provider of clinical services and care management for long-term-care insurance claims, including care coordination for claimants. Adjacent to NCPC in the long-term-care planning and care coordination space, but operates as a B2B service for insurers rather than a consumer directory.

Emerging players

• eHealth: Online health insurance marketplace offering Medicare, ACA, and long-term-care insurance comparison and enrollment. Comparable to NCPC's Medicare planning and long-term-care insurance content and specialist directory, but with a transactional insurance-brokerage business model.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/thencpc
• Facebookfacebook.com/NationalCarePlanningCouncil
• LinkedInlinkedin.com/company/swain-law-firm

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 National Care Planning Council