White Rose Hospice

What White Rose Hospice does

White Rose Hospice is a privately held, for-profit hospice care provider based in Phoenix, Arizona, serving terminally ill patients and their families across the state of Arizona. The company delivers the five core Medicare-reimbursable hospice service pillars: visiting hospice nursing in the home, pain and symptom management, personalized care coordination, bereavement support, and medical care and support. These services are supported by an insurance coordination desk, a healthcare provider referral program, online appointment scheduling, and a volunteer pipeline. The Care Home Program is a specialized offering that delivers hospice care into assisted living facilities using a team-based model, explicitly designed to address the structural gap in hospice delivery within senior care settings.

The business model is managed-services reimbursement: White Rose bills Medicare, Medicaid, and a broad set of accepted private insurance plans for clinical services rendered, with no publicly disclosed pricing. Revenue is generated per patient under care rather than on a per-transaction or subscription basis. Go-to-market is referral-driven, relying on healthcare provider referrals (physicians, clinics, adult care homes) and family word-of-mouth recommendations within the Phoenix and broader Arizona community. The company does not operate a proprietary technology platform; its digital presence is a WordPress website with contact and referral forms, supplemented by Facebook and Twitter profiles. There are no mobile apps, APIs, AI/ML capabilities, integrations, or technology partnerships on record.

The company is owned and operated by Cindi Lamb, who brings 28 years of hospice experience and a multi-generational family lineage in hospice care: her mother Jerene Maierle founded Hospice of Arizona in 1994, growing it to one of the largest hospices globally with over 1,000 patients under care before the entity evolved into White Rose Hospice in 2016. The company is headquartered at 4131 N 24th St., Ste. A116, Phoenix, AZ 85016-6256, has 11-50 employees, is not backed by venture capital or private equity, and has no disclosed subsidiaries, acquisitions, or material partnerships.

Name

White Rose Hospice

Legal name

White Rose Hospice

Website

https://whiterosehospice.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

White Rose Hospice is a privately held, Phoenix-based hospice care provider serving terminally ill patients and families across Arizona through home-based nursing, pain management, care coordination, bereavement support, and assisted living facility partnerships, reimbursed via Medicare, Medicaid, and private insurance.

Ownership category

akta.pro rank

Product category

Hospice Care Services

NAICS

Home Health Care Services (62161), Assisted Living Facilities for the Elderly (623312)

SIC

Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050)

akta.pro industry

PRIMARYHSABAFAM

In-Home Hospice Physician / Nurse Practitioner Visits

Home & Personal Services/Elder Care & In-Home Care Services/Hospice & Palliative In-Home Care

SECONDARYHLADAHAE

Hospice Care in Assisted Living / Residential Care Facilities

Healthcare & Life Sciences/Elder Care & Long-Term Care/Hospice & Palliative Care (Home/Facility-Based)

SECONDARYHLAFAEAO

Bereavement, Grief & Family Support Services (Hospice-Linked)

Healthcare & Life Sciences/Healthcare Providers & Systems/Home Health & Hospice Providers

Keywords

• Hospice care services
• Palliative care
• End-of-life care
• Bereavement support
• Pain management

Headquarters

HQ city

Phoenix

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

Revenue model

1. Hospice Care Services Reimbursement: White Rose Hospice generates revenue through reimbursement from Medicare, Medicaid, and private insurance plans. As a hospice care provider, services are billed through government healthcare programs and accepted private insurance providers, covering medical care, pain management, care coordination, and bereavement support services.

Pricing tiers

Distribution channels2 records

Marketing channels4 records

Core offering

White Rose Hospice provides compassionate, patient-centered hospice care for terminally ill patients in Arizona, delivered through visiting hospice nurses, pain management, care coordination, bereavement support, and comprehensive medical care and support. Services are delivered primarily in patients' homes and assisted living facilities, reimbursed via Medicare, Medicaid, and private insurance.

Product overview

White Rose Hospice provides a unified hospice care service focused on compassionate, patient-centered end-of-life care. The core offering consists of five integrated service pillars: Visiting Hospice Nurse (in-home nursing care), Pain Management (symptom relief), Hospice Care Coordination (personalized care planning), Bereavement Support (grief counseling), and Medical Care and Support (comprehensive medical services). These services are supported by auxiliary offerings including insurance coordination, referral management, appointment scheduling, and a volunteer program. Together, these components provide holistic support addressing physical, emotional, and spiritual needs of patients and their families.

Differentiator

Problem solved

Functional benefit

Products and services

• Visiting Hospice Nurse Compassionate nurses provide personalized care in the comfort of patients' homes, focusing on symptom management and ensuring the highest level of comfort for loved ones. Designed for terminally ill patients and their families in Arizona.
• Pain Management Expert pain management services combining medical expertise with compassionate care to alleviate discomfort and improve quality of life during end-of-life journey. Targets terminally ill patients experiencing pain and discomfort.
• Hospice Care Coordination Coordinating personalized care plans tailored to each patient's unique needs, managing logistics from medical visits to medication management. Designed for patients and families navigating complex hospice care decisions.
• Bereavement Support Compassionate grief support services offering personalized counseling, support groups, and resources to help families navigate the grieving process. Designed for family members of patients who have passed.
• Medical Care and Support Comprehensive medical services addressing physical, emotional, and psychological needs through individualized care plans, symptom management, and continuous monitoring. Targets terminally ill patients requiring ongoing medical oversight.
• Care Home Program Team-based hospice program delivering education and care to assist living facility owners, patients, and families. Developed by Cindi Lamb to bring hospice care into assisted living settings across Arizona.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Traditions Health: Multi-state hospice and home health provider with strong regional concentration in southern/southwestern states. Comparable as a referral-driven, regional hospice operator with similar service model and patient demographics.
• Emblem Hospice: Regional hospice provider operating in Arizona with home-based hospice and bereavement services. Comparable as a small, regional Arizona hospice competitor targeting the same Phoenix-area patient population via similar referral channels.
• Hospice of the Valley: Arizona-based, non-profit hospice serving the Phoenix metro with a comprehensive service bundle (home hospice, palliative care, bereavement). Direct local competitor with overlapping service lines and customer base.
• Banner Hospice: Banner Health's hospice arm provides home-based hospice across the Phoenix metro and broader Arizona. Comparable as a regional hospice provider serving the same Arizona patient population through similar referral channels.

Broad incumbents

• VITAS Healthcare: The largest US hospice operator, operating across multiple states including Arizona. Comparable as a multi-state hospice provider delivering home-based hospice with the same Medicare-reimbursed service bundle.
• Encompass Health: Large home health and hospice operator (formerly Encompass Home Health) with multi-state coverage. Comparable as a Medicare-reimbursed hospice provider serving elderly end-of-life patients through home visits and care coordination.
• Amedisys: National home health and hospice operator with substantial Arizona presence. Comparable as a large-scale hospice provider offering home hospice, palliative care, and bereavement across multiple geographies.
• Compassus: National hospice, palliative, and home health operator with multi-state footprint. Comparable as a full-service hospice provider reimbursed primarily through Medicare/Medicaid with home-based delivery model.
• Gentiva: National hospice and palliative care provider operating across multiple states. Comparable as a Medicare-reimbursed home hospice operator with full service bundles and provider referral GTM.

Emerging players

• Brookdale Hospice: Senior living operator's hospice arm providing hospice care to residents of Brookdale communities and beyond. Comparable given White Rose's Care Home Program serving assisted living facilities, with a similar channel-based hospice model.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 White Rose Hospice