Greater Wisconsin Agency on Aging Resources

What Greater Wisconsin Agency on Aging Resources does

Greater Wisconsin Agency on Aging Resources, Inc. (GWAAR) is a Wisconsin-based nonprofit organization, founded in 1973 and headquartered in Madison, that delivers training, technical assistance, and advocacy to county and tribal aging lead agencies across all 70 counties and 11 federally recognized tribes in the state. Operating under the federal Older Americans Act (OAA) framework, GWAAR functions as the designated support infrastructure for Wisconsin's aging network, providing subject-matter expertise in nutrition programs, transportation coordination, family caregiver support, elder benefit specialists, guardianship, veteran-directed services, Medicare outreach (SHIP/MIPPA), elder abuse prevention, and volunteer management. End beneficiaries are older adults in Wisconsin; GWAAR's direct customers are the county and tribal aging offices that execute programs locally.

GWAAR's service portfolio is delivered via programmatic channels rather than a unified technology platform. Core offerings include the Tribal Technical Assistance Center (in partnership with the Great Lakes Inter-Tribal Council), quarterly ACE (A Commitment to Excellence) meetings that convene aging professionals, the Wisconsin Aging Advocacy Network (WAAN) for grassroots advocacy, and training toolkits such as the Driver Training Toolkit and SHIP Volunteer Management Resources. The organization maintains informational infrastructure (website, newsletters, advocacy alerts) but holds no proprietary technology product, no app, and no public API, with services structured as federally and state-funded technical assistance rather than licensed software or fee-for-service consulting.

Revenue derives almost entirely from federal and state grants, including Older Americans Act Title III and Title VI pass-through funding, Administration for Community Living grants such as SHIP (a confirmed $1,061,673 award) and MIPPA, and state-level appropriations. GWAAR does not charge partner agencies or beneficiaries for its training, technical assistance, advocacy, Medicare counseling, or guardianship support. The go-to-market motion is community-led: GWAAR engages with and supports county/tribal aging offices through scheduled meetings, newsletters, direct technical assistance, and advocacy alerts, with the Wisconsin Aging Advocacy Network serving as the grassroots mobilization channel for state and federal legislative engagement.

Name

Greater Wisconsin Agency on Aging Resources

Legal name

Greater Wisconsin Agency on Aging Resources, Inc.

Website

https://gwaar.org

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Greater Wisconsin Agency on Aging Resources is a Wisconsin-based nonprofit that provides training, technical assistance, and advocacy to aging lead agencies across the state's 70 counties and 11 federally recognized tribes, supporting nutrition, transportation, Medicare counseling, family caregiver, and elder-protection programs for older adults.

Ownership category

akta.pro rank

Product category

Aging Services and Support

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

akta.pro secondary industries

Community Resources, Social Services & Transportation Coordination (HLADALAK), Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB), Community-Based Senior Centers with Adult Day Services (HLADAIAJ)

Keywords

• Aging services
• Technical assistance
• Advocacy services
• Medicare counseling
• Elder care support

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Federal and State Grants: GWAAR receives funding through federal grants including the Older Americans Act (Title III, Title VI) and other government programs to support aging services, Medicare assistance (SHIP/MIPPA grants), nutrition programs, and transportation coordination across Wisconsin.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Greater Wisconsin Agency on Aging Resources is a nonprofit agency that provides training, technical assistance, and advocacy to aging lead agencies in 70 Wisconsin counties and 11 tribes to ensure the availability and quality of aging programs and services. It delivers program areas including elderly nutrition, transportation coordination, family caregiver support, Medicare outreach and counseling (SHIP/MIPPA), elder abuse prevention, guardianship support, veteran-directed services, and volunteer management support.

Product overview

Greater Wisconsin Agency on Aging Resources is a nonprofit agency offering a portfolio of aging services programs and technical assistance rather than a unified technology product. The organization provides advocacy, elder protection services, transportation coordination, volunteer management support, Medicare counseling, and nutrition programs for older adults across 70 Wisconsin counties and 11 tribes. These programs function as distinct service offerings rather than modules of a unified platform, delivered through direct services, resource sharing, and technical assistance to partner aging agencies.

Differentiator

Problem solved

Functional benefit

Products and services

• Elder Abuse Hotline

Named customers2 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

Partnerships

Two partnerships are on record, tiered core.

• USAgingcoreGTM or Marketing PartnerGWAAR holds organizational membership in USAging (formerly n4a), the national association for Area Agencies on Aging. This membership provides access to national advocacy resources, best practice sharing, professional development, and visibility as part of the USAging network of aging services providers.
• Great Lakes Inter-Tribal Council - Tribal Technical Assistance CentercoreStrategic or Co-development PartnerKassy Heard serves as the contact for the Tribal Technical Assistance Center operated by the Great Lakes Inter-Tribal Association. This center provides culturally-appropriate technical assistance to tribal aging units on Older Americans Act programs (Title III and Title VI), serving as a liaison between tribes, GWAAR, and the State Office on Aging.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AARP: Nation's largest nonprofit organization focused on issues affecting adults 50+, with significant advocacy, education, and direct service programs. Comparable in policy advocacy and aging-services support to older adults, but at a vastly larger scale and with broader public-facing scope than GWAAR.
• National Council on Aging (NCOA): National nonprofit working with nonprofit organizations, local governments, and businesses to improve the health and economic security of older adults. Comparable in mission (aging services coordination) and advocacy footprint, but operates at a broader national scale than GWAAR's single-state scope.

Others

• Meals on Wheels America: National leadership organization supporting the network of 5,000+ local Meals on Wheels programs, many of which are operated by AAAs. Comparable in supporting the OAA nutrition program (which GWAAR funds), but focused specifically on the congregate/home-delivered meals vertical rather than the full aging services portfolio.
• The SCAN Foundation: Independent public charity focused on transforming care for older adults in ways that preserve dignity and independence. Comparable in mission alignment with aging-in-place and coordinated care, but operates as a grantmaking/policy foundation rather than a service-delivery/TA organization.
• Wisconsin Department of Health Services - Bureau of Aging and Disability Resources: Wisconsin's State Unit on Aging that administers OAA funding flowing to GWAAR and to local aging units. Comparable as a funder/regulator at the state level rather than a service competitor; GWAAR sits in its ecosystem as a contractor and TA provider rather than a peer in the same business model.

Direct peers

• LeadingAge: National association representing nonprofit aging services providers, including AAAs, CCRCs, and senior housing operators. Highly comparable in providing training, policy advocacy, and member services to aging service organizations, with strong overlap in audience (state and local aging providers).
• USAging: National association for Area Agencies on Aging and Title VI Native American aging programs, of which GWAAR is a member. Provides overlapping TA, advocacy, and capacity-building services to AAAs across the U.S., making it the closest functional peer at the national level.
• National Association of State Units on Aging (NASUA): Membership association for the 56 state and territorial agencies on aging that administer OAA programs. Operates at the same layer of the OAA infrastructure as GWAAR, making it a direct functional peer in coordinating federal-to-state-to-local aging services delivery.
• American Society on Aging (ASA): Membership-based professional association for individuals and organizations working in aging. Comparable in delivering training, professional development, and convening (e.g., GWAAR's ACE meetings) to aging professionals, though it does so nationally rather than within a single state.

Emerging players

• PHI (Paraprofessional Healthcare Institute): National nonprofit focused on the direct-care workforce that supports older adults and people with disabilities. Comparable in its focus on workforce development and quality of aging services, though it works at a national policy/research level rather than a state-level TA delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/share.php?u=https://gwaar.org
• LinkedInlinkedin.com/company/greater-wisconsin-agency-on-aging-r-esources-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Greater Wisconsin Agency on Aging Resources