Valley VNA Senior Care

What Valley VNA Senior Care does

Valley VNA Senior Care is a nonprofit 501(c)(3) organization founded in 1908 and headquartered on a single campus at 1535 Lyon Drive in Neenah, Wisconsin. It operates a full continuum of senior care services anchored by independent living at Alexandrite Manor (32 private one- and two-bedroom apartments, including an Independent Plus tier offering up to 28 hours per week of personal assistance), three assisted living communities (Sapphire Villa, Coral Court, and Emerald Court) providing 24-hour care with a stated 1:5 or 1:6 caregiver-to-resident ratio, and an in-home care program delivering up to 24 hours per day, 7 days per week across the Fox Valley including Oshkosh, Neenah, Menasha, Kimberly, Kaukauna, Appleton, and Grand Chute. Specialized programming includes memory care (Lyrics & Laughter music therapy, Namaste, Cycling Without Age, therapeutic gardening) and community-based services (Meals on Wheels, foot care clinics, Options & Solutions consultations, respite and Enhanced Respite programs) hosted both on-campus and at partner churches.

The business operates on a direct-to-consumer, fee-for-service model with monthly recurring revenue from independent living rentals and assisted living care packages, hourly/per-visit fees for in-home care (private pay, not Medicare-covered), modest fees for Meals on Wheels and foot care clinics, and philanthropic contributions from individuals and partners such as Thrivent Choice. A clinical integration with ThedaCare Senior Services places a designated Nurse Practitioner on-site and ties dietary staff to the Meals on Wheels program. The organization holds Diamond Accreditation from the Wisconsin Assisted Living Association — a designation it is the first to hold in the Fox Valley and second in Wisconsin — and completed a full remodel and addition to its assisted living facility in October 2024. Valley VNA is led by President & CEO Becky Reichelt with a CFO, two executive directors (one for Independent & Assisted Living, one for In-Home Care & Community Services), and a Board of Directors chaired by Paul Verbeten.

The underlying operating model is labor- and care-intensive rather than technology-driven: there is no proprietary software platform, digital health product, or AI/ML capability described across the source material. Differentiation rests on century-long community trust, nonprofit reinvestment of donations into programs, regulatory accreditation, clinical staffing depth (RN consultants, on-site ThedaCare NP, 15+ hours of annual in-service training per resident assistant), and the ability to retain residents as they transition from independent living through assisted living and memory care without changing providers.

Name

Valley VNA Senior Care

Legal name

Valley VNA Senior Care

Website

https://valleyvna.org

Company type

Private

Founded year

1908

Operating status

Operating

Headcount range

251–500 employees

Short description

Valley VNA Senior Care is a 501(c)(3) nonprofit founded in 1908 that operates a full continuum of senior care — independent living, assisted living, in-home care, memory care, and community programs — for older adults in Wisconsin's Fox Valley from its Neenah campus.

Ownership category

akta.pro rank

Product category

Senior Care Services

NAICS

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

SIC

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

akta.pro primary industry

Large Campus / Multi-Building Assisted Living Communities (HLADABAG)

Keywords

• Senior care services
• Assisted living facilities
• Independent senior living
• In-home senior care
• Memory care programs

Headquarters

HQ city

Neenah

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Senior Living - Independent Living: Monthly rental fees for independent living apartments at Alexandrite Manor, including optional service add-ons such as meal plans and housekeeping. Also includes Independent Plus Apartment Living with up to 28 hours of personal assistance per week.
2. Assisted Living: Monthly fees for assisted living services including 24-hour care, meals, housekeeping, laundry, medication management, and life enrichment activities. Pricing varies by floor plan and level of care.
3. In-Home Care Services: Hourly or per-visit fees for in-home care provided up to 24 hours per day, 7 days per week. Services include personal care, companionship, homemaking, and life enrichment. Paid privately (not covered by Medicare).
4. Donations and Philanthropy: As a 501(c)(3) nonprofit, Valley VNA receives charitable donations from individuals, organizations, and programs such as Thrivent Choice. Donations support programs including music therapy, memory care, transportation services, and life-enriching activities.
5. Meals on Wheels: Nutritional meal delivery service for seniors in Neenah and Menasha, with clients paying a small fee. Donations help offset costs and support the program.
6. Foot Care Clinics: Monthly foot care clinics offered at various locations throughout the service area. Services include a foot exam, soak, massage, callus reduction, toenail file, and trim. Small fee per visit.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Valley VNA Senior Care is a nonprofit 501(c)(3) organization that provides a full continuum of senior care services to older adults and their families in Wisconsin's Fox Valley. Its core offerings include independent living apartments at Alexandrite Manor, 24-hour assisted living at Sapphire Villa, Coral Court, and Emerald Court, and in-home personal care services available up to 24 hours per day across the Fox Valley. The organization also delivers community-based programs such as Meals on Wheels, foot care clinics, Options & Solutions consultations, and memory care respite programming.

Product overview

Valley VNA Senior Care operates as a nonprofit 501(c)(3) organization offering a comprehensive continuum of senior care services. The portfolio includes In-Home Care (up to 24/7 in-home assistance), Independent Living at Alexandrite Manor (with Independent and Independent Plus Living options providing up to 28 hours/week of assistance), and Assisted Living across three communities (Sapphire Villa, Coral Court, and Emerald Court). Community-based programs encompass Options & Solutions consultations, Foot Care Clinics, Meals on Wheels, and specialized Memory Care Respite programs including Respite, Enhanced Respite, and the Lyrics and Laughter music program. Additional services include Life Enrichment programming, Dining, Signature Events, Donation/Philanthropy programs, and Volunteer opportunities. The organization holds Diamond Accreditation through the Wisconsin Assisted Living Association.

Differentiator

Problem solved

Functional benefit

Brands

• Alexandrite Manor: Independent senior apartment living with 32 private apartments offering one or two bedrooms with maintenance-free living options.
• Sapphire Villa
• Coral Court
• Emerald Court

Products and services

• Alexandrite Manor Independent Living 32 private senior apartments with one or two bedrooms offering maintenance-free living with optional meal plans and housekeeping services, featuring spacious master bedrooms, two full bathrooms, washer/dryer hookups, and emergency call systems. For active older adults who want freedom and a caring, community-focused setting.
• Alexandrite Manor Independent Plus Living Independent living with up to 28 hours per week of personal assistance including escorts to meals, bathing assistance, health monitoring, and homemaker services, comparable to RCAC (Residential Care Apartment Complexes). For older adults who want independence with supplemental support.
• Sapphire Villa Assisted Living 24-hour assisted living community offering daily assistance with three home-cooked meals, bathing, dressing, toileting, medication management, housekeeping, and full laundry service. Includes on-site ThedaCare Nurse Practitioner visits and life enrichment programming.
• Coral Court Assisted Living Assisted living suites with comprehensive care services including three daily meals, medication management, weekly housekeeping, and life enrichment activities. Caregiver-to-resident ratio of 1:5 or 1:6.
• Emerald Court Assisted Living Assisted living suites with comprehensive care services including three daily meals, medication management, weekly housekeeping, and life enrichment activities. Caregiver-to-resident ratio of 1:5 or 1:6.
• In-Home Care Professional caregivers provide day-to-day assistance including dressing, bathing, bathroom help, homemaking, and life enrichment activities in clients' homes, available up to 24 hours per day, 7 days per week throughout the Fox Valley area. Paid privately (not covered by Medicare).
• Options & Solutions Program Free consultation program where a VNA nurse helps seniors and families sort through information and services to develop personalized care plans, providing recommendations for community services.
• Foot Care Clinics Monthly foot care clinics offered at various locations with services including foot exams by registered nurses, soaking, massage, callus reduction, and toenail care. Small fee per visit.
• Meals on Wheels Hot, nutritious meal delivery program for seniors in Neenah and Menasha, delivered Monday through Friday during the noon hour, with special diets accommodated. Small fee with donations supporting the program.
• Respite Program Free safe and engaging two-hour activity for people with memory loss providing respite for caregivers, with volunteer-led activities, music, and snacks. Offered monthly in Neenah at St. Paul Lutheran Church and in Oshkosh at Christ Our Savior Lutheran Church.
• Enhanced Respite Full-day respite program held at Valley VNA's J. J. Keller Community Center on first and third Fridays, including life enrichment activities, personal care support, feeding assistance, medication reminders, and meals.
• Lyrics and Laughter Free group activity program designed around music and singing benefits for individuals with dementia and their caretakers, providing opportunities for engagement and socialization.
• Life Enrichment Programs Comprehensive activity programming including Creative Expression (painting, crafts, music therapy), Wellness & Movement (chair yoga, Cycling Without Age, Wii bowling), Cognitive Engagement (trivia, book clubs), Social Connection (parties, outings), and Spiritual Life (religious services).
• Dining Services Nutritious, flavorful dining in a warm, welcoming atmosphere with weekly menus for Alexandrite Independent Apartments, Sapphire, Emerald, and Coral communities.

Quantifiable outcome

• Caregiver-to-resident ratio of 1:5 or 1:6 in assisted living
• +2 more outcomes

Named customers2 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

Partnerships

Seven partnerships are on record, tiered core and minor.

• ThedaCare Senior ServicescoreStrategic or Co-development PartnerThedaCare Senior Services has a designated Nurse Practitioner for Valley VNA Senior Care who makes all resident visits on-site at Valley VNA. Any resident can choose this service. ThedaCare also collaborates on Meals on Wheels through its dietary staff at ThedaCare Regional Medical Center–Neenah, which helps administer the program.
• Neenah-Menasha Emergency SocietyminorStrategic or Co-development PartnerVolunteer delivery drivers for the Meals on Wheels program are sourced from the Neenah-Menasha Emergency Society, which collaborates with Valley VNA to deliver nutritional meals to seniors in Neenah and Menasha.
• Wisconsin Assisted Living Association (WALA)coreStrategic or Co-development PartnerValley VNA has achieved Diamond Accreditation through WALA, the Wisconsin Assisted Living Association. WALA's Diamond Pillars Accreditation program sets quality standards for assisted living facilities across Wisconsin. Valley VNA is the first in the Fox Valley and second in Wisconsin to achieve this accreditation.
• St. Paul Lutheran Church (Neenah)minorStrategic or Co-development PartnerSt. Paul Lutheran Church (200 N. Commercial St., Neenah) hosts monthly respite sessions for people with memory loss on the first and second Monday of each month, 1:30–3:30 pm.
• Christ Our Savior Lutheran Church (Oshkosh)minorStrategic or Co-development PartnerChrist Our Savior Lutheran Church (1860 Wisconsin St., Oshkosh) hosts monthly respite sessions for people with memory loss on the second and fourth Tuesday of each month, 10:00 am–12:00 pm.
• Bridgewood Resort Hotel & Conference CenterminorStrategic or Co-development PartnerAnnual gala event venue. The October 1, 2026 gala at Bridgewood Resort Hotel & Conference Center (1000 Cameron Way, Neenah) is Valley VNA's signature fundraising event featuring live music by Jennifer Harlee and Kate Stenson.
• Thrivent ChoiceminorStrategic or Co-development PartnerThrivent Choice is a charitable grant program that allows eligible Thrivent Financial members to recommend where Thrivent distributes part of its charitable outreach grant funds. Valley VNA is approved as a nonprofit recipient of these funds through the Thrivent Choice online catalog.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• BrightStar Care: A national franchise offering in-home skilled and non-medical care, with growing overlap with Valley VNA's in-home care and memory care services. Smaller scale than Home Instead but more medically oriented.

Broad incumbents

• Atria Senior Living: Atria operates a national portfolio of independent living, assisted living, and memory care communities, plus a growing home care offering. Its size and breadth position it as a benchmark for resident experience expectations in markets like the Fox Valley.
• Brookdale Senior Living: Brookdale is the largest operator of senior living communities in the U.S., offering independent living, assisted living, memory care, and home health. As a national for-profit incumbent, it competes for the same resident pool as Valley VNA but at far greater scale.
• Home Instead Senior Care: The largest franchise network of in-home personal care services for older adults in the U.S. It directly competes with Valley VNA's in-home care line for private-pay clients in the Fox Valley and across Wisconsin.

Regional players

• St. Paul Elder Services: A faith-based, nonprofit senior services organization in Kaukauna, WI offering assisted living, memory care, skilled nursing, rehabilitation, and community-based programs within the same Fox Valley service area as Valley VNA.
• Lutheran Homes & Health Services: A Wisconsin-based, faith-affiliated nonprofit providing assisted living, memory care, skilled nursing, and home health across the Fox Valley and surrounding region. Directly comparable in geography, faith-rooted nonprofit structure, and continuum of care.
• Peabody Manor: A historic Appleton, WI nonprofit offering independent living, assisted living, and memory care. Comparable in mission, size, and Fox Valley geography, and competes for the same pool of older adults in the Neenah–Appleton corridor.

Direct peers

• Presbyterian Homes & Services: PHS operates senior living communities across the Upper Midwest, including Wisconsin, with a nonprofit continuum-of-care model spanning independent living, assisted living, memory care, and home and community-based services — structurally analogous to Valley VNA's integrated offering.
• Good Samaritan Society: The Evangelical Lutheran Good Samaritan Society is one of the largest U.S. nonprofit senior care providers, offering a comparable continuum of independent living, assisted living, skilled nursing, and home health. Like Valley VNA, it is faith-rooted and reinvests surplus into mission.
• Benedictine Living Communities: Benedictine is a Catholic nonprofit operating senior living, assisted living, memory care, and housing-with-services campuses in the Upper Midwest. Its mission-driven, multi-site nonprofit model and faith-based origin closely mirror Valley VNA's positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Valley VNA Senior Care