Generations Counseling

What Generations Counseling does

Generations Counseling & Care Management, LLC is a family-owned geriatric care management and counseling firm founded in 1987 by Vicki Sherman Doueck, MSW, LCSW, ASWCM, and headquartered in Rochelle Park, New Jersey. The company delivers professional services to elderly individuals, persons with disabilities, and their families across Northern New Jersey and Rockland County, New York, operating from a small core team of 1-10 employees supported by licensed clinicians and registered nurses.

The service portfolio spans five lines: (1) geriatric care management including comprehensive assessments, care plan development, ongoing monitoring, healthcare provider coordination, placement assistance, and 24/7 crisis response; (2) Medicare-certified counseling and psychotherapy delivered by LCSWs, psychologists, and MSWs in clients' homes, residential facilities, and via telehealth; (3) eldercare planning covering medical, housing, legal, and benefits needs; (4) special needs services for adults with disabilities including guardianship and trust consultation; and (5) a Transitions Program for life-stage changes. There is no proprietary technology platform; service delivery is people-based, with standard telehealth tools used for remote psychotherapy only.

The business operates on a professional services revenue model with a hybrid payer structure: counseling and psychotherapy are covered by Medicare and most private insurance, while care management and eldercare planning are predominantly private-pay with no publicly disclosed rate card. Client acquisition is sales-led and driven by a professional referral network (hospital discharge planners, elder law attorneys, physicians, home care agencies) reinforced by community educational programming, caregiver conferences, approved CEU seminars for CALA, LNHA, social workers, case managers, and nurses, and direct consumer outreach via the company website. The firm is a member of the Aging Life Care Association, holds leadership roles in regional organizations including ACAP Bergen County, and maintains founding roles in Women in Senior Care chapters in Bergen and Passaic Counties. No external investors, funding rounds, or parent company structures have been disclosed.

Name

Generations Counseling

Legal name

Generations Counseling & Care Management, LLC

Website

https://generations-llc.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

Generations Counseling & Care Management, LLC is a family-owned geriatric care management and counseling firm serving elderly individuals, persons with disabilities, and their families across Northern New Jersey and Rockland County, New York since 1987 via licensed clinicians and care managers.

Ownership category

akta.pro rank

Product category

Geriatric Care Management

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

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

akta.pro primary industry

Behavioral Health & Cognitive Support Coordination (Dementia, Depression, SUD) (HSABAIAF)

akta.pro secondary industries

Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Geriatric care management
• Elder care services
• Senior counseling
• Care coordination services
• Special needs planning

Headquarters

HQ city

Rochelle Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Care Management Services: Professional geriatric care management services including comprehensive assessments, care plan development, monitoring, coordination with healthcare providers, placement assistance, and 24/7 crisis response. Services are provided to individuals and families on a private-pay or insurance-reimbursed basis.
2. Counseling and Psychotherapy: Licensed clinical social work and psychology services provided to individuals, couples, families, and groups. Services are provided at home, in residential facilities, and via telehealth. Medicare-certified services covered by Medicare and private insurance.
3. Eldercare Planning and Consultation: Consultation services including evaluations of medical conditions, daily living skills assessments, housing and legal needs exploration, benefits determination, and care plan development.
4. Special Needs Services: Planning, accessing services, and working with professionals on medical, legal, and financial decisions for persons with disabilities and their families, including guardianship and trust consultations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Generations Counseling & Care Management provides professional geriatric care management, licensed clinical counseling/psychotherapy, eldercare planning, transitions support, and special needs services to elderly individuals, persons with disabilities, and their families. Services are delivered through in-person visits at homes and facilities across Northern New Jersey and Rockland County, NY, supplemented by Medicare-certified telehealth psychotherapy. The firm combines assessments, care plan development, ongoing monitoring, healthcare provider coordination, placement assistance, and 24/7 crisis response.

Differentiator

Problem solved

Functional benefit

Products and services

• Care Management Professional geriatric care management for elderly individuals and their families, including comprehensive assessments, care plan development, monitoring of medical, social, and home care services, coordination with healthcare providers, placement assistance for senior communities and skilled nursing facilities, benefits counseling, and 24/7 crisis response. Delivered by licensed social workers, registered nurses, and care managers.
• Counseling & Psychotherapy Licensed clinical social work and psychology services for individuals, couples, families, and groups, including treatment of depression, grief, life-stage issues, and trauma. Services are provided at home, in assisted living and skilled nursing facilities, and via Medicare-certified telehealth. Covered by Medicare and most private insurance.
• Eldercare Planning Consultation services including evaluations of medical conditions, daily living skills assessments, housing and legal needs exploration, benefits determination, and care plan development. Helps families decide between aging in place and moving to a senior living community.
• Transitions Program Support program that helps individuals and families navigate life transitions such as moves to assisted living, changes in care setting, and adjustment to aging-related changes in functioning.
• Special Needs Services Planning, accessing services, and working with professionals on medical, legal, and financial decisions for persons with disabilities and their families. Includes guardianship and trust consultations, benefits determination, and transitional support for individuals whose elderly parents remain their primary caregivers.

Quantifiable outcome

• Expert staff available 24/7 for client emergencies, ensuring continuous care and crisis support.
• +1 more outcomes

Named customers6 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

Partnerships

13 partnerships are on record, tiered minor and core.

• Dellridge Health & Rehabilitation CenterminorGTM or Marketing Partner · 8 December 2024Generations co-hosted a 'Cocktails for a Cause' fundraiser with Dellridge Health & Rehabilitation Center in Paramus, NJ to benefit Bright Side Manor, a nonprofit providing affordable housing and assisted living for low-and-moderate-income older adults.
• Alzheimer's New JerseycoreGTM or Marketing Partner · 30 August 2024Generations is a long-time supporter and co-sponsor of Alzheimer's New Jersey events, including the Walk to Fight Alzheimer's. The company's Director of Marketing, Laura Huisking, serves as Northern New Jersey Walk Chair. The company sponsors Pizza Wednesday events at Brightview Wayne and co-sponsored the Walk Kick Off Party with Brightview Paramus. Partnership provides dementia support resources for clients and families.
• North Jersey Senior Network (NNJSN)minorGTM or Marketing Partner · 18 June 2024Generations' Director of Care Management, Stacey Padva Maines, gave a talk on hoarding disorders for the NNJSN at Chelsea Senior Living at Washington Township. Patricia Linard from Generations' Marketing Department organized the event and sits on the NNJSN board.
• Center for Hope & SafetyminorGTM or Marketing Partner · 4 December 2023Generations' Women in Senior Care group organized a 'Drive by Networking for a Cause' event collecting gift cards on behalf of the Center for Hope & Safety, a domestic violence nonprofit in Rochelle Park, NJ. The partnership supports the center's holiday gift campaign for families in need.
• JCC on the PalisadescoreStrategic or Co-development Partner · 6 November 2023Generations partners with the JCC on the Palisades on the Dementia & Parkinson's Caregiver Education series. Company staff present educational content on caregiving topics to the Jewish community. Marlene Ceragno, Director of Caregiver Services and Outreach at JCC, collaborates with Generations on caregiver education programs.
• Senior Resource Group of NJ (SRG)minorGTM or Marketing Partner · 15 May 2023Generations participated in a health fair organized by the Senior Resource Group of NJ (SRG) at Horizons at Franklin Lakes Apartment Homes. The partnership brings healthcare resources to the local Northern New Jersey community.
• Sunrise Senior LivingminorStrategic or Co-development Partner · 13 April 2023Generations co-sponsored a CEU program 'Navigating Healthcare for Veterans' with Sunrise Senior Living, Privatus Care, Complete Care, and Veteran Care Services. Sunrise also hosts Generations-sponsored Pizza Wednesday events at Brightview Wayne and Brightview Paramus locations.
• Privatus Care, Complete Care, Veteran Care ServicesminorStrategic or Co-development Partner · 13 April 2023Co-sponsors of the CEU program 'Navigating Healthcare for Veterans' alongside Generations and Sunrise Senior Living. The program was an approved CEU class for CALA, LNHA, Social Workers, Case Managers and Nurses.
• ACAP Bergen County (Adult Children of Aging Parents)coreStrategic or Co-development PartnerGenerations is on the leadership team of ACAP Bergen County. The company helps organize educational programs on topics including advanced urgent care, healthcare navigation, dementia, anxiety/depression in older adults, and caregiver support. Jointly organizes the Healthcare Resource Fair and other caregiver education events.
• Women in Senior Care: Bergen CountycoreStrategic or Co-development PartnerGenerations founded the Women in Senior Care: Bergen County chapter, a group of like-minded healthcare professionals dedicated to educating seniors and caregivers about healthcare resources and supporting philanthropic endeavors in the community. Related chapter also exists in Passaic County.
• The Alliance of Senior Services of New Jersey (TASS)minorStrategic or Co-development PartnerGenerations partnered with TASS on the 'Should I Stay or Should I Go' program helping families decide between aging in place and moving to a senior living community. Joint effort covering healthcare resources, home care, and senior living options.
• Bright Side ManorminorGTM or Marketing PartnerNonprofit affordable housing and assisted living provider. Generations co-hosted a 'Cocktails for a Cause' fundraiser to benefit Bright Side Manor, collecting holiday gifts and highlighting staff accomplishments.
• Aging Life Care AssociationminorGTM or Marketing PartnerProfessional association for aging life care professionals. Generations is a member and appears in the Aging Life Care Association database as a referral resource for families seeking geriatric care managers.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Ianacare: Tech-enabled caregiver support platform that helps families coordinate care, share tasks, and access resources. Targets the same family caregiver pain point Generations addresses, but via a SaaS / community model.
• Wellthy: Tech-enabled care coordination platform that supports families managing care for aging or disabled loved ones. Competes for the same family-caregiver demand with a software-led model that pressures traditional care management practices.
• CarePatrol: Senior placement and care advisory franchise that helps families evaluate assisted living, memory care, and in-home care options. Comparable to the placement coordination portion of Generations' Transitions Program.

Direct peers

• SeniorBridge: National geriatric care management firm offering private care management, nursing, and care coordination for older adults. Directly comparable to Generations' core care management and counseling offering, with broader geographic reach.

Broad incumbents

• BrightStar Care: National home health and medical staffing franchise with a care management and senior services component. Targets similar referral partners (hospitals, physicians, discharge planners) in the same regional market.
• TheKey (formerly Home Care Assistance): National in-home care provider with care management and memory care specialties. A scaled, well-capitalized competitor for hospital and family referrals in the Northeast.
• A Place for Mom: Large senior living referral and advisory service that connects families with assisted living, memory care, and other senior housing. Comparable in the placement-coordination and family-advisory slice of Generations' offering, but at far greater scale.
• Comfort Keepers: National in-home care franchise providing personal care, companionship, and specialized dementia support. Overlaps with Generations' in-home care management and dementia support offerings.
• Home Instead Senior Care: National in-home personal care franchise serving older adults. Competes for the same hospital discharge and family-referral demand pool in the Northern NJ market with a much larger brand and operational footprint.
• Right at Home: International in-home senior care franchise offering companionship, personal care, and care coordination. Competes for the same private-pay family clientele and professional referral network in Northern New Jersey.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/generations-counseling-care-management

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Generations Counseling