Genacross Lutheran Services

What Genacross Lutheran Services does

Genacross Lutheran Services (legal name: Lutheran Homes Society, Inc.) is a 501(c)(3) faith-based nonprofit organization headquartered in Toledo, Ohio, founded in 1860, that operates a continuum of senior care, affordable housing, youth residential treatment, behavioral health, and home health services across northwest Ohio and southeast Michigan. Its senior care platform includes two continuing care retirement campuses (Napoleon and Wolf Creek), skilled nursing facilities, assisted living, independent living, and more than 11 named affordable housing communities (Luther Ridge, Luther Crest, Luther Woods, Luther Grove, Luther Hills, Luther Meadow, Luther Oaks, Luther Pines, Luther Haus, Kettle Run, and Covenant Harbor), plus home health services delivered through Genacross at Home. Its Family & Youth Services division operates the Maumee Youth Center (residential treatment for up to 27 children/youth in three units on 13 acres in Henry County), community-based group homes, alternative learning environments through partnerships with Oregon City Schools and Liberty Center Schools, outpatient mental health, and day treatment. The organization is supported by nearly 170 Lutheran congregations and nearly 2,500 donors annually, with a separate Genacross Lutheran Services Foundation managing charitable care, endowments, and planned giving.

The business model is a hybrid of Medicaid/Medicare reimbursement (approximately 50% of skilled nursing beds are occupied by Medicaid recipients, with reimbursements running approximately $80/day below cost of care), private-pay resident fees across housing and care levels, government housing subsidies for affordable senior communities, and philanthropy. The organization has divested non-core facilities in recent years (Toledo Campus sold to Majestic Care in December 2021; Bethany Place sold to Alpine House of Fremont in August 2022) and in January 2024 became a founding member of Radiant Alliance, a nonprofit affiliation that also entered an agreement with CareSource. Programs are credentialed by CARF International, licensed by ODJFS and MDHHS, and certified by OMHAS, with a formal Organizational Integrity Program led by a dedicated Vice President. In 2023 the organization provided nearly $2 million in charitable care and community benefits, serving nearly 3,000 people of all ages across the region. The current workforce is approximately 400 employees based on the most recent source, down from earlier figures of 700+, reflecting post-divestiture scale.

Name

Genacross Lutheran Services

Legal name

Lutheran Homes Society, Inc.

Website

https://genacrosslutheranservices.org

Company type

Private

Founded year

1860

Operating status

Operating

Headcount range

51–100 employees

Short description

Genacross Lutheran Services is a Toledo, Ohio-based 501(c)(3) nonprofit founded in 1860 that delivers senior living, skilled nursing, affordable housing, youth residential treatment, behavioral health, and home health services across northwest Ohio and southeast Michigan, serving nearly 3,000 people annually.

Ownership category

akta.pro rank

Product category

Senior Living and Human Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Assisted Living Facilities for the Elderly (623312), Nursing and Residential Care Facilities (623), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051), Services-Social Services (8300)

akta.pro primary industry

Nonprofit / Faith-Based CCRCs (HLADAEAC)

akta.pro secondary industries

Faith-Based / Nonprofit Assisted Living Providers (HLADABAH), Faith-Based Healthcare Ministries (Hospitals, Clinics, Medical Missions) (BPAGAJAH), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior living services
• Skilled nursing care
• Youth residential services
• Affordable senior housing
• Home health care

Headquarters

HQ city

Toledo

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Others

Revenue model

1. Healthcare Services Revenue: Revenue from skilled nursing, assisted living, independent living, and home health services billed to residents, families, Medicaid, Medicare, and private insurers.
2. Government Contracts and Medicaid/Medicare: Federal and state healthcare program reimbursements for services provided to Medicaid recipients (approximately 50% of skilled nursing beds), Medicare beneficiaries, and other government-insured clients.
3. Philanthropy and Donations: Support from nearly 2,500 donors annually, including individual donors, foundation grants, and congregation contributions. The Foundation manages designated endowments, annual appeals, and planned giving programs.
4. Affordable Housing Subsidies: Revenue from subsidized senior housing programs, including government housing subsidies and tenant rent payments.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Genacross Lutheran Services is a faith-based nonprofit organization delivering a continuum of healthcare and human services across northwest Ohio and southeast Michigan. Its core offerings include affordable senior housing and independent/assisted living, skilled nursing and rehabilitation, continuing care retirement communities at the Napoleon and Wolf Creek campuses, in-home health care, and residential youth and family services including behavioral health treatment and community-based group homes.

Product overview

Genacross Lutheran Services is a faith-based healthcare and human services organization offering a portfolio of integrated care services across the senior living and youth services continua. The organization operates as a platform of distinct service lines: Senior Living (affordable housing communities including Luther Ridge, Luther Crest, Luther Woods, Luther Grove, Luther Hills, Luther Meadow, Luther Oaks, Luther Pines, Luther Haus, Kettle Run, and Covenant Harbor), Skilled Health Care (skilled nursing and rehabilitation), Wolf Creek Campus and Napoleon Campus (continuing care retirement communities offering independent living, assisted living, and skilled nursing), Family & Youth Services (residential treatment at Maumee Youth Center, community-based group homes, educational services, mental health services, day treatment, and family services), and Genacross at Home (home health care). The Genacross Lutheran Services Foundation supports charitable care, endowments, and scholarships. All services are inspired by faith and the organization's mission to serve vulnerable populations throughout northwest Ohio and southeast Michigan.

Differentiator

Problem solved

Functional benefit

Brands

• Genacross Lutheran Services Foundation: The Foundation is responsible for helping donors join in the Genacross mission through single gifts, recurring monthly gifts, or planned estate gifts. It ensures all gifts are used for their intended purpose.
• Family & Youth Services
• Maumee Youth Center

Products and services

• Senior Living (Independent and Assisted Living)
• Skilled Nursing and Rehabilitation
• Family and Youth Services
• Continuing Care Retirement Communities Continuing care retirement communities at the Napoleon Campus (Napoleon, OH) and Wolf Creek Campus (Holland, OH) offering long-term care, skilled nursing, assisted living, and independent living on a single campus with coordinated transitions.
• Affordable Senior Housing Communities
• Genacross at Home (Home Health Care)
• Maumee Youth Center (Residential Treatment)
• Community-Based Youth Group Homes
• Genacross Lutheran Services Foundation

Quantifiable outcome

• Nearly 3,000 people served annually across all age groups
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Radiant AlliancecoreStrategic or Co-development Partner · 29 January 2024Genacross joined as a founding member of Radiant Alliance, an affiliation of nonprofit organizations committed to transforming the healthcare landscape. The alliance includes Metta Healthcare, Pure Healthcare, and United Church Homes. Genacross will contribute to collective growth and help create innovative programs and best practices focused on quality care. The alliance entered into an affiliation agreement with CareSource, a nationally recognized nonprofit health plan.
• Aetna Better Health of OhiocoreStrategic or Co-development Partner · 7 January 2020Genacross and Lutheran Services in America were awarded a grant from Aetna Better Health of Ohio to develop the Partners in Treatment Preservation Program (PTPP), designed to strengthen families, prevent unnecessary child welfare custody, and improve health equity in 10 targeted communities throughout Ohio. The program builds on Genacross's existing Partners in Treatment Program.
• Lutheran Services in AmericacoreStrategic or Co-development PartnerNational network connecting over 300 health and human services nonprofit providers. Genacross is a member aligning with this network of nearly 300 organizations embedded in over 1,400 communities throughout the U.S. The network provides shared resources, best practices, and collaborative initiatives.
• Ohio Children's AllianceminorStrategic or Co-development PartnerIndustry membership organization that keeps Genacross abreast of newest and most up-to-date information in the child and family services field.
• Michigan Federation for Children and FamiliesminorStrategic or Co-development PartnerIndustry membership organization providing access to current information and best practices in the children and families services sector.
• CARF InternationalcoreStrategic or Co-development PartnerAccreditation body for rehabilitation facilities. All Genacross Family & Youth residential treatment and clinical programs are accredited by CARF, ensuring adherence to internationally recognized standards of quality.
• Ohio Department of Job and Family Services (ODJFS)coreStrategic or Co-development PartnerState regulatory agency that licenses Genacross residential treatment and group home settings in Ohio, ensuring compliance with state standards for child welfare services.
• Michigan Department of Health and Human Services (MDHHS)coreStrategic or Co-development PartnerState regulatory agency that licenses Genacross residential treatment and group home settings in Michigan, ensuring compliance with state standards for child welfare services.
• Ohio Department of Mental Health and Addiction Services (OMHAS)coreStrategic or Co-development PartnerState agency that certifies Genacross clinical programs, ensuring compliance with Ohio standards for mental health and addiction services.
• Oregon City SchoolsminorStrategic or Co-development PartnerEducational partnership providing alternative learning environments for students with severe emotional and behavioral needs through the Genacross school programs.
• Liberty Center SchoolsminorStrategic or Co-development PartnerEducational partnership providing alternative learning environments for students with severe emotional and behavioral needs through the Genacross school programs.
• LeadingAge OhiominorStrategic or Co-development PartnerNonprofit trade association representing over 400 long-term care organizations and hospices in Ohio. Genacross President/CEO Rick Marshall serves on the Board of Directors as part of the class of 2024. Provides advocacy, networking, and workforce development resources.

Scale indicators9 records

Recent moves12 records

Expansion highlights6 records

Broad incumbents

• CHRISTUS Health Senior Services: Faith-based Catholic health system with senior living and skilled nursing operations across multiple states. Comparable faith-based nonprofit operator but operates as part of a much broader regional/national health system rather than a single regional nonprofit.
• Trinity Health Senior Communities: Catholic health system's senior living division operating CCRCs, assisted living, and skilled nursing across multiple states. Comparable faith-based senior services operator, but part of a much larger health system offering broader scale and resources than Genacross.

Direct peers

• United Church Homes: Faith-based nonprofit senior living and services provider operating CCRCs, assisted living, and affordable housing across multiple states. Direct peer as a fellow Radiant Alliance founding member alongside Genacross, sharing the same operating model, mission, and senior population focus.
• Covenant Living Communities and Services: Faith-based nonprofit provider of retirement living, assisted living, skilled nursing, and CCRCs affiliated with the Evangelical Covenant Church. Comparable church-affiliated senior services operator with similar values-driven culture.
• National Church Residences: Faith-based nonprofit organization providing affordable senior housing, assisted living, memory care, and CCRCs across multiple states. Closely comparable operating model centered on serving lower-income seniors with subsidized housing and supportive services.
• Beech Brook: Nonprofit behavioral health and social services agency in Northeast Ohio serving children, youth, and families with residential treatment, community-based services, and behavioral health programs. Comparable youth and family services nonprofit operating in nearby Ohio region with similar CARF-accredited residential and clinical programs.
• Ecumen: Lutheran-affiliated nonprofit senior housing and services organization operating CCRCs, assisted living, and home and community-based services. Highly comparable faith-based, multi-service senior care operator with similar continuum-of-care delivery and regional concentration.
• WesleyLife: Faith-based (Methodist-affiliated) nonprofit organization providing CCRCs, assisted living, memory care, home health, and hospice in Iowa. Comparable multi-service senior care nonprofit with similar community-based mission and continuum-of-care model.
• Presbyterian Senior Living: Faith-based (Presbyterian) nonprofit organization operating retirement communities, personal care, skilled nursing, and affordable housing. Comparable denominational nonprofit structure providing a continuum of senior services with charitable mission.

Others

• Lutheran Services in America: National network of ~300 Lutheran health and human services nonprofit providers that Genacross belongs to. Serves as an enabling/ecosystem organization rather than a direct competitor, but provides shared resources, best practices, and collaborative initiatives across the Lutheran services sector.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/GenacrossLutheranServices

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 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 Genacross Lutheran Services