Bethel Home and Services

What Bethel Home and Services does

Bethel Home and Services is a faith-based, non-profit senior care and community services organization headquartered in Viroqua, Wisconsin. Founded in 1955 by 32 Lutheran churches near Viroqua, the organization operates a full continuum of care across a single rural campus at 614 South Rock Avenue, serving families throughout a five-county area in Vernon County and surrounding Wisconsin counties. Its service portfolio spans assisted living programs (Aspen Place, Maplewood Terrace), memory care (Bethel Oaks), independent senior living (Birchwood), and personal in-home care (Helping Hands), complemented by a community food pantry and thrift shop (Bethel Butikk) and a diversified housing portfolio including affordable and subsidized apartment rentals (Bethel Parkside, Bethel Village, Coulee View).

The business is delivered entirely through physical facilities and in-home staff deployment — there is no software platform, no public API, and no proprietary technology stack. Revenue is generated through a combination of recurring resident/tenant care and rental fees, supplemented by a structured donation and fundraising program operated through the Bethel Home & Services Foundation, a 501(c)(3) public charity established in 1987 that accepts memorial gifts, honorariums, endowments, and tiered annual giving (Diamond $1,000+ through Member & Memorial $100+). The Foundation also runs recurring fundraising events including a weekly summer Burgers in the Park series, an annual Golf Outing, spaghetti suppers, and theater bus trips. Go-to-market is community-led: word-of-mouth, faith community referrals, and local event presence rather than paid advertising, with the organization employing 251-500 staff and serving 100+ residents. The organization is governed by an independent non-profit corporate structure with church-delegate oversight and has no private equity, venture, or parent-company ownership.

Name

Bethel Home and Services

Legal name

Bethel Home & Services, Inc.

Website

https://bethelhome.org

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

251–500 employees

Short description

Bethel Home and Services is a faith-based, non-profit organization in Viroqua, Wisconsin, operating a continuum of senior care — assisted living, memory care, independent living, and in-home care — plus affordable housing and community services for families across a five-county rural Wisconsin area.

Ownership category

akta.pro rank

Product category

Senior Care Services

NAICS

Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

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

akta.pro primary industry

Faith-Based / Nonprofit Assisted Living Providers (HLADABAH)

akta.pro secondary industries

Large Campus / Multi-Building Assisted Living Communities (HLADABAG), Independent Living with Supportive Services (Light ADL/IADL Support) (HLADAAAE), Light Housekeeping & Home Upkeep (Non-Medical) (HSABAAAD), Dementia & Alzheimer’s Respite Care (HSABAGAF), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior assisted living
• Memory care services
• Independent senior living
• In-home personal care
• Affordable senior housing

Headquarters

HQ city

Avenue

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Care Services Revenue: Fees from residents and tenants for assisted living, memory care, independent living, and in-home care services. This is the primary operational revenue stream.
2. Rental Housing Revenue: Apartment rental income from Bethel Parkside, Bethel Village, and Coulee View subsidized housing programs.
3. Donations and Fundraising: Bethel Foundation, a 501(c)(3) public charity founded in 1987, serves as the official fundraising arm. Accepts memorial gifts, honorariums, gifts in kind, endowment contributions, and annual 'Bethel Builder' donations. Major donor tiers include Diamond ($1,000+), Gold ($750+), Silver ($500+), Bronze ($250+), and Member & Memorial ($100+).
4. Community Program Revenue: Revenue from Bethel Butikk (food pantry and thrift shop) and event-based food sales at community events.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Bethel Home and Services operates a continuum of senior care and housing programs in Viroqua, Wisconsin, including assisted living (Aspen Place, Maplewood Terrace), memory care (Bethel Oaks), independent senior living (Birchwood), in-home personal care (Helping Hands), affordable and subsidized apartment rentals (Bethel Parkside, Bethel Village, Coulee View), and a community food pantry and thrift shop (Bethel Butikk). Services are delivered on-site at its main campus and in clients' homes throughout Vernon County and the surrounding five-county area.

Product overview

Bethel Home & Services operates a continuum of care through multiple distinct programs serving seniors and community members in Viroqua, Wisconsin. The portfolio includes assisted living programs (Aspen Place, Maplewood Terrace), memory care (Bethel Oaks), independent senior living (Birchwood), in-home care (Helping Hands), rental housing with childcare (Bethel Parkside), standard apartment rentals (Bethel Village), subsidized housing (Coulee View), and a community food pantry/thrift shop (Bethel Butikk). Founded in 1955 as a non-profit organization, the programs work together to provide compassionate senior care and affordable housing throughout Vernon County.

Differentiator

Problem solved

Functional benefit

Brands

• Aspen Place: Assisted living program
• Bethel Oaks
• Birchwood
• Helping Hands
• Maplewood Terrace
• Bethel Butikk
• Bethel Parkside
• Bethel Village
• Coulee View

Products and services

• Aspen Place An assisted living program providing personalized care and support services for seniors at Bethel's main campus in Viroqua, Wisconsin.
• Bethel Oaks A memory care program designed to support individuals with dementia and memory-related conditions in a specialized care environment.
• Birchwood An independent senior living program offering housing and community for active older adults seeking retirement living with available support services.
• Helping Hands Personal and supportive in-home care services bringing care directly to clients in their residences, helping individuals remain independent.
• Maplewood Terrace An assisted living program offering comprehensive care services for seniors in a comfortable residential environment.
• Bethel Butikk A community program providing a food pantry, thrift shop, and mission assistance to support community members in need in Westby, Wisconsin.
• Bethel Parkside Apartment rentals combined with child care services for families in the community.
• Bethel Village Apartment rental housing program for individuals and families in the community.
• Coulee View Subsidized apartment rental program providing affordable housing options for qualifying residents.

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor.

• Westby Elementary IMPACTminorGTM or Marketing Partner · 27 August 2026Co-host of final Burgers in the Park event on August 27, 2026. IMPACT is a group of Interested & Motivated Parents and Community Together, dedicated to supporting Westby Elementary School staff and students through funding and volunteering.
• Viroqua Hills Golf CourseminorOthers · 10 August 2026Venue partner for the 28th Annual Golf Outing on August 10, 2026. Located at HWY 14/61, Viroqua, WI 54665. Tee times hosted from 8:00 a.m. to 2:00 p.m.
• Kathy’s Country Cooking & CateringminorGTM or Marketing Partner · 6 August 2026Co-host of Burgers in the Park event on August 6, 2026. Provides homemade salads for the weekly events and specializes in catering.
• Westby Cooperative CreameryminorGTM or Marketing Partner · 30 July 2026Co-host of Burgers in the Park event on July 30, 2026. Westby Co-op Creamery is a farmer-owned dairy cooperative and manufacturer of high-quality dairy products for more than 120 years.
• LarryFestminorGTM or Marketing Partner · 23 July 2026Co-host of Burgers in the Park event on July 23, 2026. LarryFest is a music festival located on 60 acres in rural La Farge, Wisconsin. Live music provided by LarryFest-affiliated bands.
• Westby United Methodist ChurchminorGTM or Marketing Partner · 16 July 2026Co-host of Burgers in the Park event on July 16, 2026. The church community is described as a wonderful group of faith-filled neighbors, family and friends. Joint community-building event at Davidson (Rock) Park in Westby, WI.
• The Fireside TheatreminorOthers · 2 July 2026Venue for Bethel Foundation bus trips including Million Dollar Quartet (July 2, 2026) and A Christmas Story (December 17, 2026). Located at 1131 Janesville Ave, Fort Atkinson, WI 53538.
• Premier Referral NetworkminorGTM or Marketing Partner · 18 June 2026Co-host of Burgers in the Park event on June 18, 2026. PRN is a dynamic group of local business owners and professionals committed to fostering business growth through referrals in Vernon, Monroe, and La Crosse counties.
• Westby Snowflake Ski & Golf Club & RoyaltyminorGTM or Marketing Partner · 11 June 2026Co-host of Burgers in the Park event on June 11, 2026. Royalty group represents the city of Westby and the Snowflake Ski Club. Special events included golf putting green and roller ski jump demonstrations.

Scale indicators5 records

Recent moves9 records

Expansion highlights3 records

Broad incumbents

• Brookdale Senior Living: The largest U.S. senior living operator offering independent living, assisted living, memory care, and home care across hundreds of communities. As a broad incumbent it overlaps with Bethel's full continuum but at much larger scale and across many geographies.

Others

• Volunteers of America: National nonprofit providing senior services including affordable senior housing, Meals on Wheels, and community-based aging programs. Adjacent nonprofit aging-services peer with comparable community-led funding model rather than direct care competition.

Direct peers

• Trinity Health Senior Communities: Faith-based (Catholic) nonprofit health system operating senior living and continuing care communities. Comparable mission and continuum-of-care service structure.
• National Church Residences: Faith-based nonprofit providing affordable senior housing and supportive services nationwide. Compares to Bethel on church-affiliated nonprofit housing and aging-services model, including subsidized rental housing programs.
• Good Samaritan Society (Sanford Health): The largest faith-based nonprofit senior care and housing provider in the U.S. Operates a continuum of care (independent living, assisted living, skilled nursing) across rural communities — the same faith-based, continuum-of-care model Bethel employs in Wisconsin. Directly comparable mission and operating model.
• Christian Living Communities: Faith-based nonprofit operating senior living communities with independent living, assisted living, memory care, and skilled nursing. Closely matches Bethel's faith-based mission and continuum-of-care service mix.
• Presbyterian Homes & Services: Faith-based, nonprofit senior living and care provider offering independent living, assisted living, memory care, and home care across multiple U.S. sites. Operates on a similar church-affiliated, nonprofit continuum-of-care model.
• Lutheran Senior Services: Lutheran-affiliated nonprofit operating senior living, assisted living, memory care, and skilled nursing communities. Direct denominational and operational parallel to Bethel's Lutheran-church origins.
• Ascension Living: Faith-based nonprofit senior living and care provider affiliated with Ascension Health. Operates assisted living, independent living, memory care, and skilled nursing — same faith-driven continuum model as Bethel.
• Benedictine: Faith-rooted (Catholic) nonprofit operating senior living communities, assisted living, memory care, and skilled nursing across multiple states. Comparable church-sponsored nonprofit model with full senior care continuum.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sharer.php?u=https%3A%2F%2Fwww.bethelhome.org%2F
• LinkedInlinkedin.com/company/maplewood-terrace-assisted-living-apartments

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Bethel Home and Services