National Association of Health Care Assistants

What National Association of Health Care Assistants does

The National Association of Health Care Assistants (NAHCA) is a non-profit professional association founded in 1995 by former Certified Nursing Assistants Lori Porter and Lisa Sweet, headquartered in Carl Junction, Missouri. The organization serves 26,000+ Certified Nursing Assistants representing 500+ nursing homes across 49 states and the District of Columbia, operating as the only national professional body specifically created by and for CNAs working in nursing homes, assisted living, home care, hospice, and hospital settings.

NAHCA's core technology stack includes a member portal (Mighty CNA Login), the CareForce Virtual Campus (CVC) online learning platform, a proprietary Turnover Management Preceptor Program with structured five-stage onboarding forms (Welcoming, Orientation, Training, Transitioning, Evaluation), the ProShop e-commerce merchandise store, a Job Board, the WATER hydration tracking tool, and supporting content channels including a blog, YouTube (CNA TV), and an email newsletter. The product portfolio spans individual CNA Membership (with annual auto-renewal, virtual training, webinars, and community access), Employer Solutions (Champion Memberships and Turnover Management Program contracts for healthcare facilities), and event-based engagement via the annual CNA FEST.

The business model combines individual CNA membership dues with B2B employer revenue from healthcare facilities, supplemented by event revenue, merchandise sales, and a tiered corporate sponsorship program (Platinum, Gold, Silver, Bronze, and Friend of NAHCA). Named sponsors include Do You Care (Platinum), ShiftKey (Gold), Tover (Silver), OnShift and PointClickCare (Bronze), plus several Friend-tier partners. The organization also pursues legislative advocacy, having testified before the U.S. Senate Special Committee on Aging on long-term care staffing issues, and partners with Sunovion on the Epilepsy Allies clinical education program.

Name

National Association of Health Care Assistants

Legal name

National Association of Health Care Assistants

Website

https://nahcacna.org

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

National Association of Health Care Assistants (NAHCA) is a 501(c)-type non-profit professional association founded in 1995 that serves 26,000+ Certified Nursing Assistants across 49 states, providing membership benefits, continuing education through the CareForce Virtual Campus, advocacy, and a Turnover Management Preceptor Program for healthcare employers.

Ownership category

akta.pro rank

Product category

Healthcare Professional Association Services

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro industry

PRIMARYHSABAMAH

Licensed CNA/HHA Staffing & Credentialed Placement

Home & Personal Services/Elder Care & In-Home Care Services/Caregiver Staffing, Placement & Registry Services

Keywords

• Professional association membership
• CNA continuing education
• Long-term care advocacy
• CNA workforce retention
• Nursing assistant training

Headquarters

HQ city

Carl Junction

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. CNA Membership Dues: Annual membership fees from individual CNAs. Membership runs for 1 year and auto-renews. Includes access to member portal, virtual campus, online community, webinars, ProShop discounts, and event benefits.
2. Employer Solutions / Champion Memberships: Employer organizations pay for Champion Memberships and the Turnover Management Program to address CNA retention challenges at their facilities.
3. Event Revenue (CNA FEST): Annual CNA celebration event with tickets priced at $100 discount for members. Generates revenue from non-member attendees and sponsor support.
4. ProShop Merchandise: E-commerce apparel and merchandise store (proshop.nahcacna.org) offering CNA-themed swag with 10% member discount.
5. Sponsorship Revenue: Platinum, Gold, Silver, Bronze, and Friends of NAHCA sponsorship tiers for companies seeking access to CNA audience through events, webinars, and marketing channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

NAHCA is a non-profit professional association that sells annual CNA memberships giving frontline nursing assistants access to continuing education through the CareForce Virtual Campus, a private online community, member-only webinars, an e-newsletter, and discounts on events and merchandise. For healthcare employers, NAHCA sells Champion Memberships and the Turnover Management Preceptor Program, a structured five-phase onboarding service designed to reduce CNA turnover at nursing homes and assisted-living facilities. The association also operates the annual CNA FEST event and a ProShop merchandise store.

Product overview

NAHCA operates as a professional membership association offering a unified portfolio centered on CNA professional development and advocacy. The core offerings include annual CNA Membership providing access to the CareForce Virtual Campus for online training, member-only webinars, the NAHCA News e-newsletter, and discounts on CNA Fest tickets and ProShop merchandise. The organization also provides Employer Solutions through Champion Memberships and the Turnover Management Program (Preceptor Program), which uses a structured 5-phase journal system with online forms to help facilities reduce CNA turnover. Additional resources include the CNA Blog for education and inspiration, CNA TV on YouTube, the WATER Tool for hydration tracking, a Job Board, and the annual CNA Fest event. The Preceptor Forms serve as the digital tool supporting the Turnover Management Program.

Differentiator

Problem solved

Functional benefit

Brands

• CareForce Virtual Campus: Virtual training platform for CNAs to continue professional development and grow their knowledge and skills
• CNA Fest
• ProShop
• The WATER Tool

Products and services

• NAHCA CNA Membership Annual individual subscription for Certified Nursing Assistants providing access to the private online member community, continuing education via the CareForce Virtual Campus, members-only webinars and events, the NAHCA News e-newsletter, special recognition programs, and discounts on CNA FEST tickets and ProShop merchandise.
• CareForce Virtual Campus (CVC) Online learning management system that delivers continuing education and professional development content to CNAs on their own schedule, accessible via the member portal.
• Turnover Management Preceptor Program Structured five-phase onboarding and mentorship program for healthcare facilities that pairs new CNAs with trained preceptors to reduce turnover, standardize onboarding, and improve retention outcomes.
• Champion Memberships (Employer Solutions) Employer-paid membership tier that provides healthcare facilities with NAHCA recognition programs, recruitment support, and access to association resources aimed at improving CNA retention.
• CNA FEST Annual flagship event providing peer recognition, networking, and professional development for Certified Nursing Assistants, drawing over 2,500 registrants.
• NAHCA ProShop Standalone online merchandise store offering CNA-themed apparel and accessories, accessible to the public with an additional 10% discount for NAHCA members.

Quantifiable outcome

• Events drawing 2,500+ registrants with high engagement from members and thought leaders
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Do You Care (doyoukare.com)coreGTM or Marketing PartnerPlatinum sponsor of NAHCA. Receives opportunity to submit white papers to B2B webinar registrants, present on three webinars with logo recognition, website logo placement, recognition in monthly newsletter and social media, sponsorship of NAHCA Resource Center, and access to CNA focus groups and surveys.
• ShiftKey (shiftkey.com)coreGTM or Marketing PartnerGold sponsor of NAHCA. Receives opportunity to present on two webinars with logo recognition and access to CNA focus groups and surveys for feedback on products and services.
• Tover (tover.care/us)minorGTM or Marketing PartnerSilver sponsor of NAHCA. Receives opportunity to present on one webinar with logo recognition.
• OnShift (onshift.com)minorGTM or Marketing PartnerBronze sponsor of NAHCA. Receives recognition in monthly newsletter and social media, and logo placement on website.
• QIX Connect (qix-connect.com)minorGTM or Marketing PartnerFriend of NAHCA sponsor tier. Contact NAHCA for featured sponsorship opportunities.
• Facets Healthcare (facetshealthcare.com)minorGTM or Marketing PartnerFriend of NAHCA sponsor tier. Contact NAHCA for featured sponsorship opportunities.
• YourCNAStory (yourcnastory.org)minorGTM or Marketing PartnerFriend of NAHCA sponsor tier. Contact NAHCA for featured sponsorship opportunities.
• The Secret Cocktail (thesecretcocktail.com)minorGTM or Marketing PartnerFriend of NAHCA sponsor tier. Contact NAHCA for featured sponsorship opportunities.
• Otsuka (otsuka-us.com)minorGTM or Marketing PartnerFriend of NAHCA sponsor tier. Contact NAHCA for featured sponsorship opportunities.
• Sunovion (Epilepsy Allies program)minorStrategic or Co-development PartnerSunovion partners with NAHCA on the Epilepsy Allies educational program, providing seizure awareness and management training for CNAs.
• CNA Resource Center / CNAs for Quality CareminorGTM or Marketing PartnerDonation-driven resource center supporting CNAs as healthcare heroes. Sister organization (www.cnas4qualitycare.org) focused on pandemic support and quality care advocacy.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Others

• National Council of State Boards of Nursing: Governing body for nursing licensure across U.S. states, including CNA certification standards. Adjacent to NAHCA as the regulator of the CNA credential and a key stakeholder in any policy advocacy work.

Emerging players

• CareAcademy: Online training platform specifically built for direct-care workers, including CNAs and home health aides. Competes with NAHCA's CareForce Virtual Campus by offering CE-eligible, employer-purchased caregiver training at scale.
• ShiftKey: Technology-enabled marketplace that connects CNAs and other healthcare workers with open shifts at facilities. Overlaps with NAHCA's CNA community and is currently a Gold sponsor, indicating both commercial partnership and competitive overlap on workforce engagement.

Direct peers

• PHI (Paraprofessional Healthcare Institute): National organization focused on the direct-care workforce, including CNAs, home health aides, and personal care assistants. Directly comparable to NAHCA's mission of supporting, training, and advocating for the same frontline caregiver population.
• American Health Care Association: National trade association representing long-term and post-acute care providers, including nursing homes. Comparable to NAHCA as the leading U.S. healthcare association serving the same long-term care ecosystem, but oriented toward facility operators rather than frontline CNAs.
• AANAC (American Association of Nurse Assessment Coordination): Specialty association for nurse assessment coordinators in long-term care. Comparable as a membership association serving a specific clinical workforce role within skilled nursing facilities, with overlapping employer and policy audiences.
• LeadingAge: Association of nonprofit aging services providers, including nursing homes, assisted living, and home care. Overlaps with NAHCA on the long-term care employer and workforce advocacy mission, though focused on mission-driven providers.
• National Association of Long Term Care Administrator Boards (NAB): Association representing the licensure boards for long-term care administrators. Comparable as a profession-specific membership body operating in the same skilled nursing facility ecosystem and engaging with the same employer buyers.

Broad incumbents

• American Nurses Association: Largest professional nursing association in the U.S. While ANA represents registered nurses broadly, it sets the professional framework within which NAHCA's CNA members operate, and is the closest large-scale professional association analogue.
• Service Employees International Union (SEIU Healthcare): Largest healthcare union in the U.S., representing many CNAs and direct-care workers. Competes with NAHCA for the attention and loyalty of the same frontline caregiver base, but through collective bargaining rather than professional association membership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/NAHCACARES
• Facebookfacebook.com/NAHCA
• LinkedInlinkedin.com/company/national-association-of-health-care-assistants
• Instagraminstagram.com/cna.life
• Xx.com/nahca

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 National Association of Health Care Assistants