Virginia Assisted Living Association

What Virginia Assisted Living Association does

Virginia Assisted Living Association (VALA) is a Virginia-based nonprofit trade association founded in 1996 that represents the state's assisted living and memory care provider industry. Its core function is to convene Virginia's assisted living operators, deliver regulatory and legislative advocacy before the Virginia General Assembly and U.S. Congress, and provide continuing education, workforce development, and peer networking resources. VALA is the state partner of Argentum (the national senior living association), giving its members access to national initiatives such as the Healthcare Apprenticeship Expansion Program (HAEP). The association is led by Executive Director Judy Hackler and operates with 1-10 employees out of Henrico, VA.

VALA's product surface includes Reggie the Regulatory Red Fox, an AI-powered regulatory Q&A assistant built in partnership with WiseOx and gated behind membership; the Assisted Living Career Playbook and Administrator-In-Training track for workforce development; a Career Center for job postings; an Industry Partner Directory covering 40+ supplier categories; a consumer-facing assisted living community finder; the annual VALA Diamond Awards recognition program; and an event calendar anchored by the Senior Living Summit, Legislative Day, Spring Conference, and Fall Conference. Technology infrastructure runs on Naylor Association Management Software for member/event management and Zoom for virtual meetings.

VALA generates revenue through recurring membership dues from assisted living providers and tiered industry partner fees from a 40+ vendor network spanning pharmacy, therapy, staffing, education, supplies, insurance, and software. Distribution is membership-led and regional (Virginia only), with direct engagement, an online portal at valainfo.org, and in-person events as the primary acquisition and retention channels. Pricing is not publicly disclosed; enhanced job postings on the Career Center are an incremental paid channel for non-members.

Name

Virginia Assisted Living Association

Legal name

Virginia Assisted Living Association

Website

https://valainfo.org

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Virginia Assisted Living Association (VALA) is a Virginia-based nonprofit trade association that advocates for and serves the state's assisted living and memory care providers through regulatory guidance, education, workforce development, and a 40+ industry partner network. It operates Reggie, an AI regulatory assistant, and is a state partner of Argentum.

Ownership category

akta.pro rank

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: VALA generates revenue through annual membership fees from assisted living providers, industry partners, and supporting organizations. Members receive benefits including job posting capabilities, access to regulatory guidance, industry blogs, and committee participation.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

VALA is a non-profit trade association that provides advocacy, education, communication, and resources on behalf of Virginia's assisted living industry. Its core offerings include state and federal legislative advocacy, regulatory guidance and compliance resources, continuing education conferences and workshops, workforce development programs, an AI-powered regulatory assistant (Reggie), a Career Center job board, an Industry Partner Directory, and an annual Diamond Awards recognition program. Members include assisted living providers, industry partners/suppliers, and supporting organizations operating across Virginia.

Product overview

VALA is a non-profit association offering a portfolio of services for Virginia's assisted living industry, including advocacy, education, and workforce development resources. Key offerings include the AI-powered Reggie regulatory assistant, the Assisted Living Career Playbook, a Career Center for job postings, an Industry Partner Directory, and consumer-facing assisted living community search. VALA also runs recognition programs (Diamond Awards), educational events and conferences, and maintains a blog with industry-relevant content. The organization connects providers with resources, supports legislative advocacy, and facilitates networking through various committee structures.

Differentiator

Problem solved

Functional benefit

Products and services

• Reggie the Regulatory Red Fox An AI-powered senior living regulations ambassador built by WiseOx in partnership with VALA that simplifies complex compliance requirements and provides up-to-date regulatory information tailored to Virginia's senior living providers. Access is provided as a member benefit.
• Career Center A job posting and search platform connecting employers in the Virginia senior living and supporting industries with job seekers. Basic postings are free for VALA members; enhanced postings may be purchased for an additional fee.
• Industry Partner Directory A searchable directory connecting assisted living communities with vetted industry suppliers and service providers across categories including healthcare, pharmacy, technology, therapy, staffing, and operations.
• Find Assisted Living Communities A consumer-facing search tool that helps individuals and families find VALA-member assisted living communities in Virginia based on location and care needs.
• VALA Diamond Awards An annual recognition program honoring outstanding administrators, caregivers, support staff, best practices, advocates, and legislators in Virginia's assisted living industry.
• VALA Events and Conferences Educational events including the annual Senior Living Summit, Legislative Day, Spring Conference, Fall Conference, and caregiver workshops. Many sessions offer continuing education credits (NAB, Nursing, Social Work).
• Assisted Living Career Playbook A proprietary guide highlighting employment positions available within Virginia's assisted living communities, featuring local workforce development resources and common industry acronyms. Available as an online flipbook and downloadable PDF.

Quantifiable outcome

• Virginia's assisted living industry serves nearly 39,000 residents
• +1 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Partnerships

23 partnerships are on record, tiered core and minor.

• ArgentumcoreStrategic or Co-development PartnerVALA serves as a state partner of Argentum, the national association representing senior living communities. This partnership provides cross-promotional benefits, access to national resources, and coordinated advocacy efforts at the federal level. VALA members receive access to Argentum resources and the Healthcare Apprenticeship Expansion Program (HAEP).
• WiseOxcoreTechnology or IntegrationVALA partners with WiseOx to provide Reggie the Regulatory Red Fox, an AI-powered senior living regulations ambassador. Reggie simplifies complex compliance requirements and provides up-to-date regulatory information tailored to Virginia's providers. Access to Reggie is a membership benefit.
• Keep Virginia WorkingminorStrategic or Co-development PartnerVALA supports Keep Virginia Working, a statewide initiative dedicated to protecting Virginia's Right-to-Work laws. VALA advocates for freedom of choice in the workplace and economic competitiveness.
• Advanced Mobile Wound Care of VirginiaminorOthersIndustry Partner Member providing wound care services to assisted living communities.
• Aegis TherapiesminorOthersIndustry Partner Member providing therapy services to senior living communities.
• BAYADA Home Health CareminorOthersIndustry Partner Member providing home health care services.
• CareAcademyminorOthersIndustry Partner Member providing education and training resources for senior living workforce development.
• CareScoutminorOthersIndustry Partner Member providing care guidance services.
• McKesson Medical-SurgicalminorOthersIndustry Partner Member providing medical-surgical supplies to senior living communities.
• Medline IndustriesminorOthersIndustry Partner Member providing healthcare supplies and solutions.
• Remedi SeniorCareminorOthersIndustry Partner Member providing pharmacy services tailored to assisted living communities.
• Express Care PharmacyminorOthersIndustry Partner Member providing pharmacy services.
• Family Care PharmacyminorOthersIndustry Partner Member providing long-term care pharmacy services.
• Southern Pharmacy ServicesminorOthersIndustry Partner Member providing pharmacy services.
• Southern Pharmacy ServicesminorOthersIndustry Partner Member providing pharmacy services to senior living communities.
• Select Rehabilitation, LLCminorOthersIndustry Partner Member providing rehabilitation therapy services.
• Odyssey RehabilitationminorOthersIndustry Partner Member providing rehabilitation services.
• Nomad NursingminorOthersIndustry Partner Member providing nursing staffing solutions.
• NurseSpringminorOthersIndustry Partner Member providing nursing staffing and workforce solutions.
• Legacy HospiceminorOthersIndustry Partner Member providing hospice care services.
• Theoria MedicalminorOthersIndustry Partner Member providing medical services to senior living communities.
• ECP Assisted Living SoftwareminorOthersIndustry Partner Member providing software solutions for assisted living management.
• USI InsuranceminorOthersIndustry Partner Member providing insurance services.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Argentum: National trade association for senior living communities. VALA is a state partner of Argentum, making it the direct national counterpart with overlapping advocacy, education, and member services, though operating at a broader (national) scope.
• LeadingAge: National association of nonprofit aging services providers. Comparable mission (advocacy, education, workforce development for senior care providers) and similar member-driven model, though focused on the nonprofit segment.
• National Center for Assisted Living (NCAL): AHCA's assisted living-focused arm, representing assisted living providers nationally. Comparable in mission to VALA but at the national level and as part of AHCA's broader portfolio.
• American Health Care Association (AHCA): National trade association representing long-term and post-acute care providers, including assisted living. Broader incumbent that overlaps VALA's advocacy and education mission but covers a wider provider universe.

Regional players

• Assisted Living Federation of America historical entity: Predecessor identity now part of Argentum; relevant contextually as the historical national body that established the state-association model VALA follows.
• Virginia Health Care Association (VHCA): Virginia's state association representing skilled nursing and long-term care providers. Adjacent peer operating in the same state with similar advocacy and education model, but focused on nursing facilities rather than assisted living specifically.

Direct peers

• Texas Assisted Living Association (TALA): State trade association for assisted living providers in Texas. Direct peer: analogous member-based organization providing advocacy, training, and resources to assisted living operators in a different state.
• North Carolina Assisted Living Association (NCALA): State-level assisted living trade association serving North Carolina providers. Highly comparable to VALA in scope, offerings (advocacy, education, Diamond Awards-style recognition), and member-driven model.
• California Assisted Living Association (CALA): California's state trade association for assisted living providers. Direct peer: same membership, advocacy, and education model as VALA, serving providers in the largest U.S. assisted living market.
• Florida Assisted Living Association (FALA): State-level trade association for assisted living providers in Florida. Closest peer to VALA: same mission, structure (membership dues, advocacy, education, events), and state-level regulatory focus, just in a different state.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/VALA_Info
• Facebookfacebook.com/VirginiaAssistedLivingAssociation

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Virginia Assisted Living Association