White River Area Agency on Aging Inc

What White River Area Agency on Aging Inc does

White River Area Agency on Aging, Inc. (WRAAA) is a private 501(c)(3) nonprofit and federally designated Area Agency on Aging serving older and at-risk adults across 10 counties in north-central Arkansas (Cleburne, Fulton, Independence, Izard, Jackson, Sharp, Stone, Van Buren, White, and Woodruff). Founded in 1985 and headquartered in Batesville, AR, the organization operates 10 county offices, manages 12 HUD low-income senior housing properties across 5 counties, and runs a 46-apartment assisted living facility (Eagle Mountain). Its portfolio spans 12 distinct service lines including in-home personal care under RN supervision, care management, congregate and home-delivered meals (Meals on Wheels America member), veteran-directed care and Aid & Attendance benefits, Personal Emergency Response Systems (PERS), the SHIFT-credentialed Enabling Technology program deploying consumer smart-home devices, Family Caregiver support, Foster Grandparent volunteer programming (Americorps Seniors-funded), long-term care Ombudsman advocacy, Ticket to Work (SSA), and the recently launched CMS GUIDE dementia care program in partnership with Healthspan.

Revenue mechanics are multi-stream and predominantly grant-funded: federal sources (CMS GUIDE Model, Administration on Community Living, Americorps Seniors, Social Security Administration), state sources (Arkansas Division of Aging and Adult Services), Medicare/Medicaid reimbursements, corporate philanthropy (Walmart Spark Good, Entergy), individual charitable donations, and rental income from HUD housing (residents pay 30% of adjusted gross monthly income). Most direct services to eligible seniors are delivered at no cost to the beneficiary. The organization reaches clients through community-based outreach, healthcare provider referrals, a toll-free intake line (1-800-382-3205), Facebook (WhiteRiverAAA), and its website (wraaa.com), with distribution delivered through county offices, in-home visits, senior centers, and housing facilities. The organization is governed by a Board of Directors and currently led by Executive Director Shanna Magufee (promoted April 2026 after 23+ years of service) with a workforce of 51-100 employees.

Technically, WRAAA is a service-delivery organization rather than a software company; its technology layer consists of PERS infrastructure, SHIFT-credentialed consumer smart-home devices (Echos, Ring Doorbells, Smart Locks, iPads, Home Alert Systems), and standard digital intake/referral tooling, with no disclosed proprietary platform, API surface, or AI/ML capability.

Name

White River Area Agency on Aging Inc

Legal name

White River Area Agency on Aging, Inc.

Website

https://wraaa.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

White River Area Agency on Aging (WRAAA) is a federally designated nonprofit Area Agency on Aging serving older and at-risk adults across 10 north-central Arkansas counties through in-home care, dementia care (CMS GUIDE Model), nutrition programs, veteran services, assisted living, and HUD senior housing.

Ownership category

akta.pro rank

Product category

Senior Services and Aging Support

NAICS

Services for the Elderly and Persons with Disabilities (624120), Assisted Living Facilities for the Elderly (623312), Home Health Care Services (621610)

SIC

Services-Social Services (8300), Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

akta.pro secondary industries

Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL), Assisted Living with Enhanced Care / High-Acuity (Aging-in-Place) (HLADABAC), Dementia & Alzheimer’s Respite Care (HSABAGAF), Affordable/Subsidized Independent Living (HUD/LIHTC) Communities (HLADAAAB)

Keywords

• Senior care services
• Aging in place
• Dementia care program
• Affordable senior housing
• Caregiver support

Headquarters

HQ city

Clinton

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Grants and Funding: Primary funding from federal and state government programs including Medicare, Medicaid, Administration on Community Living, and Arkansas Division of Aging and Adult Services. Programs like GUIDE are funded through CMS Medicare initiatives.
2. Donations and Grants: Accepts charitable donations from individuals and organizations. Received grants from Walmart Spark Good Grant and corporate donations from Entergy.
3. Senior Housing Rent: Affordable housing program where residents pay 30% of adjusted gross monthly income for rent, subject to income eligibility guidelines based on HUD standards.
4. Veterans Administration Programs: Operates Veterans-Directed Care program and provides Aid & Attendance benefits administration for eligible veterans and their spouses.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

WRAAA delivers a coordinated system of programs for older adults across 10 north-central Arkansas counties, including in-home personal care under RN supervision, care management, the CMS GUIDE dementia program in partnership with Healthspan, family caregiver respite, congregate and home-delivered meals, veteran-directed services, Personal Emergency Response Systems, assisted living, and 12 HUD affordable senior housing properties. Most services are provided at no cost to eligible seniors through federal, state, and community funding.

Product overview

White River Area Agency on Aging (WRAAA) is a social services organization offering a coordinated system of programs for older adults, not a single technology product. The portfolio consists of multiple distinct service lines: In-Home Care (hands-on personal care with nursing supervision), Care Management (service coordination for seniors), the GUIDE Program (CMS dementia care model in partnership with Healthspan), Family Caregiver Program (caregiver support and respite), Nutrition & Wellness (congregate and home-delivered meals plus wellness activities), Veteran Programs (including Veteran Directed Care), Personal Emergency Response System, Senior Living (assisted living facility and affordable HUD housing), and Community Services (Foster Grandparent, Ombudsman advocacy, and Ticket to Work). The organization also received SHIFT Accreditation for technology-enabled senior care.

Differentiator

Problem solved

Functional benefit

Brands

• GUIDE Program: Guiding an Improved Dementia Experience - a Medicare program providing comprehensive dementia care including respite care, 24/7 support, caregiver education, and care coordination in partnership with Healthspan and CMS
• Eagle Mountain Assisted Living
• Veteran Directed Care

Products and services

• In-Home Care Hands-on personal care services provided by trained Home Care Assistants working under Registered Nurse supervision, including bathing, grooming, medication reminders, meal preparation, light housekeeping, transportation, and caregiver respite for older adults.
• Care Management Coordination and access to services for individuals aged 60 and older, including medical equipment access, legal assistance, medication assistance, Medicare information, veteran programs, senior housing referrals, and caregiver resources.
• GUIDE Program Guiding an Improved Dementia Experience - a Medicare program providing comprehensive dementia care including personalized care planning, care coordination, medication management oversight, caregiver education, 24/7 support access, and respite care services. Free for qualifying Traditional Medicare beneficiaries with documented dementia diagnosis.
• Family Caregiver Program Support services for caregivers providing care to individuals 60 years or older requiring assistance with at least two activities of daily living, including respite care, educational materials, support groups, and resource connections.
• Nutrition and Wellness Programs offering congregate meals, home-delivered meals, social and recreational activities, wellness programs, transportation services, and senior center volunteer opportunities across ten counties.
• Veteran Programs Services for veterans and spouses including Personal Care Program, Veterans' Aid & Attendance benefit assistance, Veterans' Respite care, and Veteran Directed Care self-directed program.
• Personal Emergency Response System (PERS) Emergency response system allowing individuals to connect with trained emergency response operators with the simple press of a button for safety and security at home.
• Eagle Mountain Assisted Living 46-apartment assisted living facility in Batesville, Arkansas for seniors ranging from independent living to those requiring daily living assistance, including medication management.
• Affordable Senior Housing HUD low-income senior housing at 12 locations in 5 counties, with one-bedroom all-electric apartments and amenities for eligible seniors 62 years and older meeting HUD income guidelines.
• Foster Grandparent Program Volunteer program for adults 55+ to assist children in local schools, daycares, and Head Start centers through mentoring, reading assistance, and positive role modeling. Volunteers receive a tax-free stipend, paid time off, paid trainings, travel reimbursement, and annual recognition events.
• Ombudsman Program Advocacy program for residents of long-term care, residential care, or assisted living facilities to protect their rights, investigate complaints, and ensure quality care free from abuse or neglect.
• Ticket to Work Program Social Security Administration program helping disability beneficiaries aged 18-64 return to work while maintaining access to Medicare/Medicaid benefits through work incentives and employment assistance.

Quantifiable outcome

• Emergency meal kits and supplies provided to White County seniors through Walmart Spark Good Grant
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• HealthspancoreStrategic or Co-development Partner · 21 April 2025WRAAA partners with Healthspan to deliver the GUIDE Model (Guiding an Improved Dementia Experience), a CMS-designed dementia care program. Healthspan assists with comprehensive assessments, individualized care plan development, ongoing care navigation, family resource connections, and caregiver education and respite support.
• Centers for Medicare & Medicaid Services (CMS)coreStrategic or Co-development PartnerCMS developed and funds the GUIDE Model program that WRAAA implements locally. The program provides Medicare-covered dementia care support including care coordination, caregiver education, 24/7 support hotline, and respite services.
• Alzheimer's AssociationminorGTM or Marketing PartnerPartnership for educational programs including the '10 Warning Signs of Alzheimer's' presentation helping families understand dementia and available resources.
• Americorps Seniors (Foster Grandparent Program)minorGTM or Marketing PartnerFoster Grandparent Program is federally funded through Americorps Seniors, allowing WRAAA to operate the volunteer program providing stipends to senior volunteers.
• Arkansas Association of Area Agencies on AgingminorGTM or Marketing PartnerPartnership with state association for statewide GUIDE program implementation, expanding WRAAA's dementia care services across Arkansas.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AAA-NWN (Northwest Arkansas): Area Agency on Aging of Northwest Arkansas delivering a similar service portfolio (in-home care, family caregiver, senior centers, veteran-directed care) for older adults in the same state. Directly comparable as a regional AAA on funding model and program scope.
• CareLink (Central Arkansas Area Agency on Aging): Central Arkansas Area Agency on Aging offering a near-identical portfolio of in-home care, family caregiver support, nutrition, and senior housing. Operates as a comparable nonprofit AAA in the same state, also with HUD housing and dementia-focused programming.
• Area Agency on Aging of Western Arkansas: A peer Area Agency on Aging in western Arkansas providing overlapping in-home care, congregate meals, and caregiver services with the same federal funding architecture (Older Americans Act, state aging funds). Directly comparable by structure, geography, and service mix.
• East Arkansas Area Agency on Aging: Another Arkansas Area Agency on Aging serving a neighboring region with an identical mix of in-home care, nutrition, caregiver support, and senior housing programs. Directly comparable on service model, funding sources (federal/state), and mission-driven nonprofit structure.

Broad incumbents

• BrightSpring Health Services: Large diversified home and community-based services provider (including home health, personal care, and pharmacy) operating across many states. Comparable on in-home care delivery and Medicaid/Medicare funding exposure, but broader scale and portfolio than WRAAA.
• Home Instead Senior Care: National in-home personal care franchise serving seniors across the U.S., including Arkansas markets. Comparable on the personal care / companionship service line, but operates as a private-pay/privately funded franchised model versus WRAAA's grant-funded nonprofit model.
• Brookdale Senior Living: National senior living operator with both assisted living and memory care communities. Comparable on the assisted living facility component (Eagle Mountain) and dementia/memory care focus, though at vastly larger scale and on a private-pay rather than nonprofit HUD model.

Others

• USAging (National Association of Area Agencies on Aging): National membership association representing all Area Agencies on Aging including WRAAA. Indirect peer as the trade body and advocacy organization aligned with WRAAA's mission and funding mechanisms.
• Meals on Wheels America (national affiliates): National umbrella organization whose affiliates (including WRAAA) deliver congregate and home-delivered meals to seniors. Comparable on nutrition program delivery, but at the parent/aggregator level rather than direct operator.

Emerging players

• Healthspan (InnovAge/CMS GUIDE partner): CMS GUIDE Model partner of WRAAA and other AAAs, providing dementia care coordination technology and clinical protocols. Operationally aligned with WRAAA through the GUIDE partnership, enabling dementia care navigation nationwide.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WhiteRiverAAA

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 White River Area Agency on Aging Inc