CALA

What CALA does

CALA (Connecticut Assisted Living Association) is a non-profit trade association founded in 1995 and headquartered in Old Lyme, Connecticut, that represents and promotes assisted living and senior living service providers operating in the state. The association serves as the recognized industry voice for its member providers, delivering advocacy before Connecticut legislative bodies and the Department of Public Health, professional development through certification courses (Executive Director, Sales & Marketing Director, Business Office Manager), and annual events including a flagship Conference & Trade Show that hosted its 31st edition in 2026 with record attendance.

CALA's core product portfolio centers on two trademarked accreditation programs — Purple Flag for Dementia Care, co-developed with the Institute for Senior Living Education (ISLE) and the Alzheimer's Association Connecticut Chapter, and CALA Clean & Safe Certification, launched during the COVID-19 pandemic — alongside a suite of certification courses, consumer guides, and recognition awards such as Outstanding Resident Service and Best Practice awards. The underlying technology is minimal: a website hosted by a third-party provider (The Focus Group) and a dedicated PurpleFlag.org portal serve as digital infrastructure, while accreditation relies on human audit processes rather than automated systems.

The business model is a diversified non-profit membership model. Revenue is generated through annual membership dues from Connecticut assisted living providers, conference and event registration fees, certification and accreditation fees (with Clean & Safe certification offered free to members), and corporate sponsorship tiers ranging from $350 to $5,000 at the annual conference. Go-to-market is sales-led direct engagement with Connecticut providers, leveraging industry events, referral networks from existing members, and partnerships with ISLE, Alzheimer's Association CT Chapter, Gaffney Bennett and Associates (legislative affairs), and the national association Argentum. Major member operators include Brookdale Senior Living, Benchmark Senior Living, Masonicare, McLean, and Maplewood at Stony Hill.

Name

CALA

Legal name

Connecticut Assisted Living Association

Website

https://ctassistedliving.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

CALA is a non-profit trade association founded in 1995 that represents Connecticut assisted living and senior living providers through advocacy, professional certification courses, accreditation programs (Purple Flag, Clean & Safe), and annual conferences. It serves providers across the state of Connecticut.

Ownership category

akta.pro rank

Headquarters

HQ city

Old Lyme

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership fees from assisted living and senior living providers in Connecticut. Membership provides access to educational programs, certification opportunities, networking events, and advocacy services.
2. Conference and Event Revenue: Registration fees from annual conferences, trade shows, certification courses, and networking events. Includes exhibitor booth fees and attendee registration.
3. Certification Fees: Fees for Purple Flag for Dementia Care accreditation and CALA Clean & Safe Certification programs. Clean & Safe Certification is free for CALA members.
4. Sponsorship Revenue: Corporate sponsorship tiers for annual conferences ranging from $350 to $5,000, offering various visibility benefits including exhibitor booths, advertising, and recognition at events.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

CALA is a non-profit trade association that represents and promotes assisted living and senior living service providers in Connecticut through advocacy, education, certification, and networking. Its core deliverables include membership services, professional certification courses, the Purple Flag for Dementia Care accreditation, the CALA Clean & Safe Certification, an annual Conference & Trade Show, awards programs, and legislative/public policy representation on behalf of its member communities.

Product overview

CALA (Connecticut Assisted Living Association) is a professional association for senior living providers in Connecticut. Rather than a single product company, CALA offers a portfolio of membership programs including professional certification courses (Executive Director, Sales & Marketing Director, Business Office Manager), annual conferences and events (Conference & Trade Show, Golf Tournament, DPH Seminar), accreditation and certification programs (Purple Flag for Dementia Care, Clean & Safe Certification), and awards programs (Outstanding Resident Service Awards, Best Practice Awards). The association also provides consumer educational resources and advocates for its member communities.

Differentiator

Problem solved

Functional benefit

Brands

• Purple Flag for Dementia Care: An accreditation program developed to recognize excellence and drive continuous improvement in the quality of services delivered by providers who care for individuals living with Alzheimer's Disease and other dementias.
• CALA Clean & Safe Certification

Products and services

• CALA Membership Annual membership program for assisted living and senior living providers in Connecticut, providing access to educational programs, certification opportunities, networking events, advocacy services, and consumer-facing directory inclusion.
• Annual Conference & Trade Show CALA's flagship annual event bringing together senior living professionals for education, keynote sessions, breakout sessions, networking, and a trade show featuring exhibitors. The 31st Annual Conference & Trade Show was held in March 2026 at the Aqua Turf Club.
• Executive Director Certification Course Annual professional certification course for senior living executive directors covering resident care management, human resources, organizational management, financial management, and physical environment management.
• Sales & Marketing Director Course Professional training program covering latest trends and best practices in senior living sales and marketing, tailored for sales and marketing directors at senior living communities.
• Business Office Manager Course Training program tailored to the unique challenges faced by business office managers in senior living communities.
• Purple Flag for Dementia Care Accreditation Accreditation program developed to recognize excellence and drive continuous improvement in quality of services for providers caring for individuals with Alzheimer's Disease and other dementias. Includes an audit process, implementation of 10 themed procedures, and 60 practice recommendations based on Alzheimer's Association guidelines.
• CALA Clean & Safe Certification Certification program recognizing senior living communities that meet Clean & Safe guidelines for Cleaning Protocols, Organization, Staff, and Resident Considerations. Free for CALA members; first awarded to The Greens at Cannondale.
• DPH Seminar Annual seminar providing opportunities for attendees to engage with key experts in infection control and epidemiology, strengthening connections with the Connecticut Department of Public Health. The 2025 seminar brought together over 140 professionals dedicated to elevating care standards.
• Red Delicious Golf Tournament Annual golf tournament fundraiser bringing together CALA members, residents, and industry professionals for networking and competition.

Quantifiable outcome

• Record-breaking annual conference attendance in 2025
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered major, core and minor.

• Masonicare & United Methodist Homes AlliancemajorStrategic or Co-development Partner · 1 January 2024Historic partnership between Masonicare (state's largest not-for-profit seniors health system and owner of two Purple Flag accredited communities) and United Methodist Homes, Inc. (another prominent assisted living and aging services non-profit). Together the organizations aim to continue enhancing assisted living in Connecticut.
• Institute for Senior Living Education (ISLE)coreStrategic or Co-development Partner · 1 February 2020ISLE is a key collaborator in developing and administering the Purple Flag for Dementia Care accreditation program. ISLE and CALA co-host the annual conference and certification programs including the Executive Director Certification Course and Sales & Marketing Director Course.
• Alzheimer's Association Connecticut ChaptercoreStrategic or Co-development Partner · 1 January 2019Advisory partner in the development of Purple Flag for Dementia Care accreditation program. Contributed 60 practice recommendations and standards of practice to the accreditation criteria.
• The Focus GroupminorOthersWebsite development and hosting services provider for CALA's digital presence at ctassistedliving.com.
• Gaffney Bennett and AssociatescoreImplementation/ SI/ Consulting PartnerLegislative affairs consultant serving as CALA's public policy and advocacy representative.
• ArgentumminorOthersNational assisted living industry association. CALA members receive recognition through Argentum awards and events.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Others

• Alzheimer's Association: National nonprofit focused on Alzheimer's care, support, and research. Comparable because CALA's Purple Flag accreditation is co-developed with the Alzheimer's Association Connecticut Chapter; serves as both a partner and adjacent ecosystem organization in dementia-care quality standards.

Broad incumbents

• Argentum: National trade association for senior living providers. Directly comparable to CALA as a membership organization serving assisted living operators, but operating at a national scale with broader advocacy and conference programs.
• American Seniors Housing Association (ASHA): National association for senior housing executives and providers. Comparable to CALA as a membership organization serving senior living operators, though focused on executive leadership and larger multi-site owners rather than community-level operators.
• National Center for Assisted Living (NCAL): National assisted living affiliate of AHCA representing assisted living providers across the U.S. Comparable as an industry association for assisted living, but with national scope and policy influence far exceeding CALA's Connecticut focus.
• LeadingAge: National association representing nonprofit aging services providers including assisted living. Comparable as a membership organization advocating for senior living quality and standards, but with broader scope covering the full aging services continuum.

Direct peers

• Florida Assisted Living Association (FALA): Florida state trade association for assisted living providers. Comparable as a state-level industry association offering advocacy, education, and certification, though operating in a much larger and more regulatorily complex market than CALA's Connecticut footprint.
• California Assisted Living Association (CALA West): California state trade association for assisted living providers. Comparable to CALA (Connecticut) as a state-level membership organization, though operating in a much larger and more diverse senior living market.
• Pennsylvania Assisted Living Association (PALA): Pennsylvania's state-level assisted living provider association. Directly comparable to CALA as a state membership organization delivering advocacy, training, and quality programs to senior living operators.
• Massachusetts Assisted Living Association (Mass-ALA): State-level assisted living trade association serving Massachusetts providers. Most direct comparable to CALA in mission, scope, and structure — state-specific advocacy, education, and certification for assisted living operators in a neighboring New England market.
• New York State Health Facilities Association (NYSHFA): Trade association for New York health and assisted living facilities. Comparable to CALA as a state-level provider association offering advocacy and education, though broader in scope to include broader healthcare facilities.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights7 records

Customer concentration

• Xx.com/ct_ala
• Facebookfacebook.com/ctassistedliving
• LinkedInlinkedin.com/company/connecticut-assisted-living-association

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 CALA