New Choices

What New Choices does

New Choices, Inc. (NCI) is an Iowa-based, nonprofit human services organization that delivers Home and Community Based Services (HCBS) waiver services and home health services to people with disabilities and elderly individuals across five Eastern Iowa counties (Scott, Clinton, Muscatine, Louisa, and Des Moines). Founded in 1996 and headquartered in Bettendorf, Iowa, the company serves six distinct Iowa Medicaid waiver populations — Intellectual Disabilities, Brain Injury, Habilitation, Physical Disability, Health and Disability, and Elderly — through trained Direct Support Professionals who provide in-home and community-based support such as daily living assistance, skill development, community integration, medication management, wound care, bathing assistance, and meal preparation. NCI also operates a Home Health Services line offering skilled nursing and Home Care Aide support with 24-hour on-call coverage, with assigned primary nurses coordinating each patient's care plan.

There is no proprietary technology platform underlying the offering; the company operates as a service delivery organization rather than a software or technology vendor. Its functional backbone is a network of five local county offices (Scott County, Louisa & Des Moines County, Clinton County, Muscatine County, plus a dedicated Home Health Office in Bettendorf), a structured NCI Trainings program for staff, and an employee benefits framework, all built around a person-centered mission articulated through the 'HEART' values (Health, Effective, Access, Respectful, Teamwork) and the motto 'Opportunity, Discovery, Growth.'

NCI's revenue model is managed-services reimbursement: it is paid by Iowa Medicaid for waiver-eligible services delivered to enrolled individuals, with no publicly disclosed pricing or consumer pay option. Customer acquisition is primarily referral-driven, originating from Iowa HHS Medicaid waiver enrollment, case managers, and healthcare providers, supplemented by direct inbound phone inquiries via local office numbers and a minimal organic social presence on Instagram. NCI does not sell to enterprise customers, has no disclosed parent company, no subsidiaries, no funding rounds, no M&A activity, and no partnerships publicly listed; the entity is independently governed as a nonprofit operating exclusively in Iowa.

Name

New Choices

Legal name

New Choices, Inc.

Website

https://newchoicesinc.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

New Choices, Inc. is an Iowa-based nonprofit founded in 1996 that delivers HCBS waiver services and home health services to people with disabilities and elderly individuals across five Eastern Iowa counties, reimbursed through Iowa Medicaid.

Ownership category

akta.pro rank

Product category

Home and Community-Based Disability Services

NAICS

Services for the Elderly and Persons with Disabilities (62412), Home Health Care Services (621610)

SIC

Services-Home Health Care Services (8082), Services-Social Services (8300)

akta.pro primary industry

Home & Community-Based Services (HCBS) Coordination & Case Management (HSABAIAM)

akta.pro secondary industries

Private Duty Personal Care Agencies (Non-Medical Home Care Providers) (HLADAGAL), Home-Based Primary Care / Medical House Call Practices (HLAFAEAI), Respite Care for Adults with Disabilities / Special Needs (HSABAGAI)

Keywords

• Home and community-based services
• Disability support services
• Medicaid waiver services
• Home health nursing
• Personal care services

Headquarters

HQ city

Bettendorf

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. HCBS Waiver Services Revenue: Revenue is generated through Medicaid/HCBS waiver program reimbursements. The company provides services covered under multiple Iowa Medicaid waiver programs including Intellectual Disabilities Waiver, Brain Injury Waiver, Habilitation Waiver, Physical Disability Waiver, Health and Disability Waiver, and Elderly Waiver. Services are billable to Iowa Medicaid for eligible service recipients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

New Choices, Inc. delivers Home and Community Based Services (HCBS) waiver services and home health services to individuals with disabilities and elderly populations across five Iowa counties. Services include six Medicaid HCBS waiver programs (Intellectual Disabilities, Brain Injury, Habilitation, Physical Disability, Health and Disability, and Elderly) and home-based skilled nursing and home care aide services. Care is delivered in service recipients' homes and communities by trained Direct Support Professionals and primary nurses.

Product overview

New Choices, Inc. (NCI) is a healthcare services organization offering two primary service lines: HCBS Waiver Services and Home Health Services. HCBS Waiver Services includes six distinct waiver types (Intellectual Disabilities, Brain Injury, Habilitation, Physical Disability, Health and Disability, and Elderly) providing community-based support for people with disabilities. Home Health Services offers skilled nursing and Home Care Aide (HCA) services enabling patients to remain in their homes, with 24-hour on-call support available.

Differentiator

Problem solved

Functional benefit

Products and services

• HCBS Waiver Services Home and Community Based Services waivers providing support for individuals with intellectual disabilities, brain injuries, mental illness, physical disabilities, health/disability needs, and elderly populations across Iowa. Services are delivered in service recipients' homes and communities by Direct Support Professionals.
• Home Health Services Home-based skilled nursing and home care aide services for patients of all ages, including medication management, wound treatment, bathing assistance, and meal preparation, with 24-hour on-call support and primary nurse coordination. Available in Clinton, Scott, Muscatine, and Louisa counties in Iowa.

Quantifiable outcome

• Service recipients achieve their personal goals and become more capable
• +1 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bayada Home Health Care: Large nonprofit home health and personal care provider operating across the U.S. Directly comparable to NCI's home health services and HCBS-delivered personal care, including Medicaid waiver populations.
• The Pennant Group: Public operator of home health, hospice, and senior living services. Comparable to NCI's home health service line and provides a relevant benchmark for home-based clinical care economics.
• Aveanna Healthcare: Public home health and private-duty nursing provider serving medically complex adults and children. Comparable to NCI's skilled home health nursing and home care aide service lines in Medicaid and private-pay populations.
• Mosaic: National nonprofit provider of services for people with intellectual and developmental disabilities. Directly comparable to NCI's IDD waiver, brain injury, and habilitation service lines.
• Interim HealthCare: Franchised home health, hospice, and personal care provider with strong Medicaid HCBS exposure. Closely comparable to NCI's combined home health and personal care aide delivery model.
• Sevita Health (The MENTOR Network): National HCBS provider specializing in services for individuals with intellectual and developmental disabilities, including through Iowa's REM Iowa. Operates the same IDD waiver, brain injury, and elderly populations as NCI across multiple states.
• Help at Home: Large personal care services provider focused on Medicaid-funded HCBS for elderly and disabled populations. Overlaps with NCI's non-medical home care aide and waiver-supported personal care services.

Broad incumbents

• BrightSpring Health Services: Large public provider of home and community-based services, home health, and pharmacy services across the U.S. Directly comparable to NCI's HCBS waiver and home health delivery model, though at significantly greater scale and across many states.
• Lutheran Services in America: National network of Lutheran human services organizations delivering HCBS, aging, and disability services. Compares to NCI as a faith- and mission-aligned nonprofit HCBS provider across multiple states.

Regional players

• Caregivers America (Help at Home affiliate): Mid-Atlantic personal care and home health provider that overlaps with NCI's HCBS and home care aide model; included as a comparable regional HCBS operator at a similar scale profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 New Choices