Adoray Home Health and Hospice

What Adoray Home Health and Hospice does

Adoray Home Health and Hospice is a not-for-profit, community-based provider of home-based health care services operating across five counties in Western Wisconsin (St. Croix, Pierce, Polk, Barron, and Dunn). Founded in 1995 as a program of St. Croix Valley Shared Services, Inc., the organization delivers hospice care, palliative care, skilled home health and rehabilitation services, and bereavement/grief support to terminally ill, chronically ill, and recovering patients in their homes, assisted living facilities, and skilled nursing communities. Its customer base is composed almost entirely of individual patients and families referred through physicians, hospital discharge planners, and direct community channels, with payer mix dominated by Medicare, Medicaid, and Veterans Administration reimbursements that cover qualifying services at 100%, supplemented by private insurance, donations, and fundraising.

The service portfolio combines four core clinical lines (Hospice, Palliative, Home Health & Rehab, Grief Support) with a sizable catalog of proprietary specialty programs: the Dream Big patient wish-grantment initiative, Full-Circle Aftercare estate assistance, Blooms of Joy flower recycling, Compassionate Touch, Pet Peace of Mind, 11th Hour Companions, End of Life Doula services, We Honor Veterans (Level 4 certified), and Guiding Light Dementia Care (built on the Teepa Snow Positive Approach to Care philosophy). Technology infrastructure is limited but includes a Remote Patient Monitoring (RPM) capability deployed in 2022 for Home Health patients. Adoray also operates four Treasures from the Heart thrift stores in Baldwin and River Falls that generate supplemental revenue and serve as community touchpoints.

The business model is reimbursement-driven: Medicare, Medicaid, VA, and private insurance represent the primary revenue streams under episodic and per-visit payment structures, with fundraising events (including the annual Hands for Hospice Golf Outing) and foundation grants providing supplementary funding for programs not covered by payer reimbursement. Go-to-market is referral-led (physicians, discharge planners, partner care facilities) combined with direct community engagement through social channels, regional events, and a recently launched Facebook-based online grief support community. Adoray employs 101–250 people, is headquartered at 990 Main Street in Baldwin, Wisconsin, and is led by Executive Director Christa Walz (since September 15, 2024).

Name

Adoray Home Health and Hospice

Legal name

St. Croix Valley Shared Services, Inc.

Website

https://adoray.org

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

Adoray is a not-for-profit home health, hospice, palliative, and grief support provider serving five Western Wisconsin counties since 1995, operating as a program of St. Croix Valley Shared Services, Inc.

Ownership category

akta.pro rank

Product category

Home Healthcare and Hospice Services

NAICS

Home Health Care Services (62161), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Home Hospice Agencies (HLAFAEAC)

akta.pro secondary industries

Non-Hospice Serious-Illness / Community-Based Palliative Care (In-Home) (HSABAFAF), In-Home Hospice Nursing Visits (RN/LPN) (HSABAFAL), In-Home Hospice Aide & Personal Care (Hospice ADL Support) (HSABAFAK), Hospice Care in Assisted Living / Residential Care Facilities (HLADAHAE), Post-Diagnosis Transition & Hospital-to-Home Dementia Support (HSABAEAL)

Keywords

• Home health services
• Hospice care
• Palliative care
• Grief support
• Elder care

Headquarters

HQ city

Baldwin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Medicare Reimbursement: Public third-party payer covering home health and hospice services. Medicare reimburses for home health visits at 100% for qualifying patients. Hospice services covered under Medicare Part A.
2. Medicaid Reimbursement: Public third-party payer covering services. Medicaid reimburses home health visits at 100% for eligible patients.
3. Veterans Administration Benefits: VA covers home health and hospice services for eligible veterans, reimbursing visits at 100%.
4. Private Insurance: Private insurance programs cover some services for acute needs, with benefits for long-term services varying by plan. Bills submitted directly to private insurers.
5. Donations and Fundraising: As a not-for-profit organization, Adoray accepts donations and conducts fundraising events including Hands for Hospice Golf Outing. Funding also comes from foundations like the Fred C. & Katherine B. Andersen Foundation.
6. Treasures from the Heart Thrift Stores: Four thrift store locations (Baldwin and River Falls) generating revenue to support Adoray's mission. Stores accept donations, sell items, and rely on volunteers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Adoray Home Health and Hospice delivers home-based healthcare services across Western Wisconsin, including Hospice Care for terminally ill patients, Palliative Care for those with serious illnesses, skilled Home Health & Rehab Services (nursing, physical, occupational, and speech therapy), and Grief Support. Services are delivered directly in patients' homes, assisted living facilities, and partner care centers, supported by Remote Patient Monitoring technology and specialty programs such as Dream Big, Full-Circle Aftercare, Blooms of Joy, Pet Peace of Mind, We Honor Veterans, and the Guiding Light Dementia Care Program.

Product overview

Adoray Home Health and Hospice is a not-for-profit healthcare provider offering a comprehensive portfolio of home-based care services. The core offerings include Hospice Care, Palliative Care, Home Health & Rehab Services, and Grief Support. These services are complemented by specialized programs such as the Dream Big program (fulfilling patient dreams), Full-Circle Aftercare (estate assistance), Blooms of Joy (flower recycling), Compassionate Touch (holistic touch therapy), Pet Peace of Mind, We Honor Vets, Guiding Light Dementia Care, Dementia Care Champion Training, 11th Hour Companions, and End of Life Doula services. The organization also operates Remote Patient Monitoring technology for home health patients and runs Treasures from the Heart thrift stores as a fundraising operation. The portfolio is structured as integrated service lines focused on different aspects of end-of-life and home-based care, all delivered across Western Wisconsin counties.

Differentiator

Problem solved

Functional benefit

Products and services

• Hospice Care End-of-life care services focused on comfort, dignity, and quality of life for terminally ill patients, provided by an interdisciplinary team managing physical, emotional, and spiritual needs.
• Palliative Care Specialized care focusing on relieving symptoms, improving comfort, and enhancing well-being for individuals with serious illnesses, treating the whole person rather than just the disease.
• Home Health & Rehab Services Skilled nursing and therapy services delivered in patients' homes for those requiring monitoring or management of unstable medical conditions, including physical, occupational, and speech therapy.
• Grief Support Services Comprehensive bereavement support including counseling, support groups, grief book clubs, newsletters, and educational presentations for hospice and palliative care families.
• Dream Big Program Gift of hope program fulfilling dreams for terminally ill or homebound patients to create meaningful experiences and memories for patients and their families.
• Full-Circle Aftercare Concierge service helping families wrap up personal affairs and estate issues after the loss of a loved one, including government benefits, finances, insurance, and protection services. Offered at no cost to loved ones of hospice patients Adoray has served.
• Blooms of Joy Flower-recycling program that repurposes donated flowers into bouquets delivered monthly to hospice and home health patients to spread hope and emotional healing.
• Compassionate Touch Holistic approach combining skilled touch with compassionate presence to enhance quality of life for those in later stages of life, easing physical, behavioral and emotional distress.
• Pet Peace of Mind National program enabling hospice patients to keep their pets at home, with trained volunteers providing pet care assistance including walking, feeding, boarding, and finding forever homes.
• We Honor Vets Partnership with Veterans Administration recognizing and serving veteran patients through recognition ceremonies, veteran-specific care training, and Level 4 We Honor Veterans certification.
• Guiding Light Dementia Care Program Comprehensive dementia care program based on Teepa Snow Positive Approach to Care philosophy, training staff as Dementia Care Champions to provide compassionate, brain-focused care.
• Remote Patient Monitoring State-of-the-art technology allowing Home Health patients to monitor their health metrics remotely, enabling proactive health management and timely clinical interventions.
• 11th Hour Companions Program of staff and volunteers with specialized training to provide companionship during the final hours of life, ensuring no one has to leave the world alone.
• End of Life Doula Program Program providing end-of-life doulas who offer unwavering commitment and deep compassion as a beacon of support for families during the dying process, including legacy projects.
• Treasures from the Heart Thrift Stores Four-location thrift shop operation supporting Adoray's nonprofit mission, offering shopping, donations, and volunteer opportunities with proceeds benefiting hospice patient care.

Quantifiable outcome

• Achieved 5-star rating in patient satisfaction for Home Health services
• +5 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature11 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Western Wisconsin Health (WWH)coreStrategic or Co-development Partner · 13 May 2026Collaborative partnership on Dementia Care Champion training program. Combined total of 40 team members from both organizations completed specialized 8-hour training based on Teepa Snow Positive Approach to Care (PAC) philosophy. Partnership creates smoother transitions from hospital to home care with consistent compassionate approach.
• Veterans Administration (VA)coreStrategic or Co-development PartnerWe Honor Veterans program partnership at Level 4 certification. Adoray staff and volunteers trained to understand unique needs of veterans and meet specific challenges they and their families may face at end of life. Includes veteran recognition ceremonies with pins, certificates, and patriotic quilts.
• National Partnership for Healthcare and Hospice Innovation (NPHI)coreStrategic or Co-development PartnerMembership in national collaborative of 95+ not-for-profit, community-integrated hospice and palliative care providers. NPHI is dedicated to advancing hospice care and innovation in the industry.
• Pet Peace of Mind (PPOM)minorStrategic or Co-development PartnerNational program enabling hospice patients to keep their pets at home. PPOM hospice volunteers provide in-home pet care assistance including walking, feeding, clean-up, and finding forever homes if needed after patient's death.
• Family Fresh Market River FallsminorStrategic or Co-development PartnerPartnership donating flowers for Adoray's Blooms of Joy flower-recycling program that spreads hope and emotional healing to hospice patients through monthly flower arrangements.
• Golden Age ManorminorStrategic or Co-development PartnerNew hospice room opened at Golden Age Manor as part of Adoray's expansion of dedicated hospice suites in partner care centers.
• GlenhavenminorStrategic or Co-development PartnerRibbon-cutting and open house celebrating grand opening of dedicated Glenhaven Hospice Suite in partnership with Adoray.
• Glenwood City Care CenterminorStrategic or Co-development PartnerPartner facility with Adoray hospice rooms, part of expanding access to end-of-life support in the region.
• We Honor Veterans Program PartnerscoreStrategic or Co-development PartnerPartnership includes collaboration with VA medical centers and veteran organizations to build organizational capacity for quality veteran care and access to veteran resources and benefits.
• Teepa Snow Positive Approach to Care (PAC)coreTechnology or IntegrationEvidence-based dementia care training philosophy used in Adoray's Dementia Care Champion program. Training equips healthcare professionals with practical tools to understand cognitive change, improve communication, and provide compassionate support.
• Hands for Hospice GroupcoreGTM or Marketing PartnerCommunity volunteer group organizing annual Hands for Hospice Golf Outing fundraiser. Raised $30,000 in 2021 with support from local businesses and sponsors including Dairy State Bank, WMG Waznik Moseler Group, and others.
• Midwest RidesourceminorStrategic or Co-development PartnerTransportation assistance for Dream Big program, helping fulfill patient dreams by providing transportation to special events.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Compassus: Compassus is a large national hospice, palliative, and home health provider operating across dozens of states. It overlaps directly with Adoray's service mix but at significantly greater scale and with broader geographic coverage.
• Traditions Health: Traditions Health is a privately held hospice and home health provider operating across multiple U.S. states. It offers a comparable integrated hospice + home health + palliative service model to Adoray.
• Amedisys: Amedisys is one of the largest U.S. home health and hospice providers (pending acquisition by UnitedHealth Group). It competes with Adoray on Medicare-certified home health and hospice services and operates SNF-and-facility-based hospice contracts analogous to Adoray's partner-suite model.
• Interim HealthCare: Interim HealthCare is a national home health, hospice, and personal-care franchise system. It competes with Adoray on home health and hospice referrals across the U.S. and overlaps on personal-care aide services.
• BrightSpring Health Services: BrightSpring is a diversified home- and community-based health provider offering hospice, home health, and pharmacy services. Its hospice/home-health business overlaps Adoray's clinical service lines at significantly greater scale.
• Enhabit: Enhabit is a publicly traded home health and hospice operator spun off from Encompass Health. It delivers the same Medicare-reimbursed home health and hospice services that comprise Adoray's core business and competes for the same Wisconsin referral sources.
• Charter Healthcare Group: Charter Healthcare Group is a multi-state hospice, palliative, and home health provider offering a similar continuum-of-care model that competes for Medicare-reimbursed hospice referrals and skilled home-health episodes.
• Gentiva: Gentiva (formerly Kindred at Home's hospice/personal-care segment) is a national hospice and personal-care provider operating across most U.S. states. It directly overlaps Adoray's hospice and palliative core services and competes for the same referral sources.

Direct peers

• St. Croix Hospice: St. Croix Hospice is a multi-state hospice provider headquartered in the Midwest that delivers a comparable mix of routine home hospice care, dementia-care programs, and we-honor-veterans-affiliated services — making it the closest like-for-like hospice competitor in the same regional footprint as Adoray.

Regional players

• Hometown Hospice & Homecare: Hometown Hospice & Homecare is a Wisconsin-based home health and hospice agency serving western and central Wisconsin communities — a directly comparable regional peer with similar service lines to Adoray.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@adorayHHH
• Facebookfacebook.com/AdorayHHH
• LinkedInlinkedin.com/company/adoray-home-health
• Instagraminstagram.com/adorayhhh

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Adoray Home Health and Hospice