Iowa Family Assistants

What Iowa Family Assistants does

Iowa Family Assistants is a privately held, locally owned non-medical in-home care agency headquartered in Urbandale, Iowa, serving Central Iowa since 2010. The company delivers seven integrated services — Personalized Home Care, Consumer Directed Attendant Care (CDAC), Supported Community Living (SCL), Family Provided Care, Respite Care, At Home Health Care, and Emergency Response Systems (ERS) — to seniors, individuals with disabilities, special needs children, and their families. Operations are people-intensive, with trained caregivers providing in-home assistance ranging from a few hours per week to 24/7 coverage, supported by 24/7 office staff and dedicated care managers who conduct in-person assessments.

The company's revenue model spans four streams: private-pay clients, long-term care insurance billing, Iowa Medicaid HCBS waiver programs (Physical Disabilities, Health and Disability, Intellectual Disabilities, Elderly, and Brain Injury waivers) delivered through all state Managed Care Organizations, and hardware sales of ERS pendants and watches with 4G LTE connectivity on TELUS, AT&T, and Verizon networks plus AI-powered fall detection. Iowa Family Assistants is a Certified Medicaid Agency, positioning it as a credentialed HCBS provider across Iowa's full waiver spectrum. The Family Provided Care program — hiring relatives of clients as paid caregivers — is a distinctive offering that addresses caregiver shortage pressures while deepening client retention.

The go-to-market motion is direct-to-consumer with sales-led conversion: website and contact forms drive top-of-funnel inquiries, free personalized care assessments move prospects to bottom-of-funnel, and 24/7 phone availability supports scheduling and follow-up. Distribution is purely local — a single Urbandale headquarters serving Central Iowa — with growth historically driven by word-of-mouth referrals rather than paid marketing. No external funding, M&A activity, public financial disclosures, or management team details are present in the source data.

Name

Iowa Family Assistants

Legal name

Iowa Family Assistants

Website

https://iowafamilyassistants.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Iowa Family Assistants is a privately held, Urbandale-based non-medical in-home care agency founded in 2010, serving seniors, individuals with disabilities, and special needs children across Central Iowa through seven integrated services funded by private pay, long-term care insurance, and Iowa Medicaid HCBS waivers.

Ownership category

akta.pro rank

Product category

Home Healthcare / Non-Medical In-Home Care Services

NAICS

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

SIC

Services-Social Services (8300)

akta.pro primary industry

Private Duty Personal Care Agencies (Non-Medical Home Care Providers) (HLADAGAL)

akta.pro secondary industries

Personal Care & ADL Assistance (bathing, dressing, toileting, mobility) (HLADAGAA), Overnight & Short-Shift Companion Sitter Services (HSABAAAJ)

Keywords

• Non-medical home care
• In-home caregiver services
• Medicaid waiver services
• Emergency response systems
• Respite care

Headquarters

HQ city

Urbandale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Private Pay Services: Direct payment from clients for non-medical in-home care services including personalized home care, respite care, and other care services.
2. Long-Term Care Insurance: Services billed through long-term care insurance policies for eligible clients.
3. Medicaid Waiver Programs: Revenue from Home and Community Based Services (HCBS) waiver programs through Managed Care Organizations (MCOs) in Iowa. Works with all MCOs on Physical Disabilities (PD), Health and Disability (HD), Intellectual Disabilities (ID), Elderly (E), and Brain Injury (BI) waiver programs.
4. Emergency Response Systems: Sale and monitoring of Emergency Response Systems (pendant and watch devices) with 4G LTE connectivity.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Iowa Family Assistants provides non-medical, in-home personal care services to seniors, individuals with disabilities, and special needs children in Central Iowa. Services include assistance with daily living activities (bathing, dressing, meal preparation, medication management, transportation, light housekeeping), respite care for primary caregivers, family-provided paid caregiving, supported community living, and 24/7 monitored Emergency Response Systems. Revenue is generated through private pay, long-term care insurance, and Iowa Medicaid waiver programs via Managed Care Organizations.

Product overview

Iowa Family Assistants operates as a unified non-medical in-home care platform offering seven integrated services: Personalized Home Care for customized daily living assistance; Consumer Directed Attendant Care (CDAC) for self-directed care including medication management and household tasks; Supported Community Living (SCL) for goal-based independence support; Family Provided Care enabling relatives to become paid caregivers; Emergency Response Systems (ERS) with 4G LTE pendants and watches featuring fall detection and GPS; Respite Care for temporary caregiver relief; and At Home Health Care for medical treatment support. Services accept private pay, long-term care insurance, and Iowa Medicaid Waiver programs (Physical Disabilities, Health and Disability, Intellectual Disabilities, Elderly, and Brain Injury waivers).

Differentiator

Problem solved

Functional benefit

Products and services

• Personalized Home Care Non-medical, customized in-home care services providing personalized assistance with daily living activities and emotional support for seniors and individuals with disabilities wanting to remain independent at home.
• Consumer Directed Attendant Care (CDAC)

Quantifiable outcome

• Improved quality of life for clients receiving care at home
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Iowa Managed Care Organizations (MCOs)coreStrategic or Co-development PartnerIowa Family Assistants works with all Managed Care Organizations (MCOs) in Iowa on several waiver programs for Home and Community Based Services (HCBS). This partnership allows them to serve Medicaid waiver recipients across multiple program types including Physical Disabilities, Health and Disability, Intellectual Disabilities, Elderly, and Brain Injury waivers.
• Iowa Health and Human ServicescoreStrategic or Co-development PartnerAs a certified Medicaid agency, Iowa Family Assistants coordinates with Iowa Health and Human Services for HCBS waiver programs. The company refers clients to the Iowa HHS website for information about Medicaid programs and eligibility requirements.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Right at Home: International franchise focused on in-home non-medical care and companionship for seniors and adults with disabilities; overlapping revenue mix of private pay, long-term care insurance, and Medicaid waivers, and overlapping target demographics to IFA's elderly/special needs segments.
• BrightStar Care: National franchise network delivering non-medical in-home care and personal care services to seniors and disabled adults, with similar medically-led private duty and companion care offerings; directly comparable service mix and Medicaid/private-pay revenue model.
• Visiting Angels: National franchise brand offering non-medical in-home personal care, respite, and companion services to elderly and disabled clients; franchise model produces local operators directly competing with IFA for the same Iowa private-pay and Medicaid-managed clientele.
• Senior Helpers: National franchise provider of senior in-home care, personal care, and respite services including specialized Alzheimer's and dementia care programs; competes for the same central Iowa elderly population with comparable ADL-focused service delivery.
• Comfort Keepers: Global franchise providing non-medical in-home care, including personal care, companionship, and respite care to seniors and adults needing daily living assistance, frequently authorized through Medicaid waiver and LTC insurance pathways similar to IFA.
• Home Instead (Honor Technology): Large franchise network specializing in non-medical in-home care for seniors, including personal care, companionship, and respite; headquartered in Nebraska and operating across the Midwest, providing similar service lines (ADL support, dementia care) to a comparable Iowa/Midwest client base.

Broad incumbents

• Interim HealthCare: Established franchised home health and personal care provider combining skilled home health, hospice, and non-medical personal care services; broader portfolio than IFA but overlaps significantly in Iowa Medicaid HCBS waiver and personal care service lines.
• Aveanna Healthcare: Large publicly traded home health and private duty nursing provider serving medically complex pediatric and adult clients through Medicaid waiver programs; broader clinical scope than IFA, but directly comparable operating model and Medicaid waiver revenue mix.
• Addus HomeCare: Publicly traded home- and community-based services provider primarily delivering personal care, hospice, and home health to Medicaid and dual-eligible populations; a strong comparable due to its heavy reliance on state Medicaid HCBS waiver reimbursement and personal care focus.
• Help at Home: Personal care services provider focused on Medicaid HCBS waiver and elderly/disabled populations across multiple states; competes for the same managed Medicaid waiver clients as IFA, though typically through larger multi-state operations with private equity backing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/IFAHomeCare
• LinkedInlinkedin.com/company/iowa-family-assistants

Revenue estimate

Valuation estimate

Number of profiles

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 Iowa Family Assistants