ADVOCATES FOR INDEPENDENCE LLC

What ADVOCATES FOR INDEPENDENCE LLC does

Advocates for Independence LLC is a Utah-based case management company founded in 2014 by attorney Kevin Whatcott to deliver New Choices Waiver case management and geriatric care management services to Medicaid-eligible individuals and seniors across Utah. The company's primary product, New Choices Waiver Case Management, helps individuals residing long-term in skilled nursing facilities or assisted living communities transition to independent living settings of their choice, including private homes, independent living communities, and apartments, while coordinating supportive services such as housing placement, Medicaid and Food Stamps navigation, medical appointment coordination, transportation, and personal care planning. A secondary product line, Geriatric Care Management, deploys licensed social workers (SSW) and a registered nurse (RN) to provide needs assessments, care planning, home evaluations, in-home care coordination, and family liaison services for seniors seeking to age in place.

Operationally, the company runs a thin technology stack centered on standard case management software for Medicaid waiver coordination, client tracking, and care plan management; there is no proprietary AI, app, API, or integrated platform disclosed. Service delivery is field-based and human-services intensive, executed by a small team including a Program Director/Administrator (Wendy de la Cruz), a Lead Social Worker (Brianne Ellison), a Registered Nurse (Natalia Clark), approximately seven case managers distributed across regions, an Outreach Coordinator, and office/administrative staff, all coordinated from the Tooele headquarters at 323 N Main St #404.

The business model is sales-led and referral-driven, generating revenue primarily through Utah Medicaid reimbursement for case management services delivered under the New Choices Waiver, with a secondary revenue stream from professional service fees in Geriatric Care Management. GTM relies on healthcare provider referrals (skilled nursing facility discharge planners, hospital social workers), facility partnerships with assisted living communities, and relationships with senior centers and Area Agencies on Aging (e.g., Salt Lake County Aging Services), supplemented by content marketing via the company website and blog. The company is a privately held, founder-controlled LLC with no disclosed funding rounds, no M&A activity, no parent company, and no institutional investment.

Name

ADVOCATES FOR INDEPENDENCE LLC

Legal name

Advocates for Independence LLC

Website

https://advocatesforindependence.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Advocates for Independence LLC is a Utah-based case management company that helps Medicaid-eligible individuals transition from skilled nursing facilities to independent living through the New Choices Waiver program, and provides geriatric care management services to seniors across 25 Utah counties.

Ownership category

akta.pro rank

Product category

Medicaid Case Management 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

Disability Services & Independent Living Support (BPAGACAG)

akta.pro secondary industries

Companion Care & Social Support (non-clinical) (HLADAGAB), Affordable/Subsidized Independent Living (HUD/LIHTC) Communities (HLADAAAB)

Keywords

• Medicaid case management
• New Choices Waiver services
• Geriatric care management
• Independent living support
• Skilled nursing transition

Headquarters

HQ city

Tooele

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. New Choices Waiver Case Management: Revenue is generated through Medicaid reimbursement for case management services provided to New Choices Waiver participants. The company receives payment for coordinating care services including housing transitions, social services navigation, medical care coordination, and other supportive services outlined in client care plans.
2. Geriatric Care Management Services: Licensed social workers provide geriatric care management including needs assessments, care planning, medical appointment coordination, home evaluations, and arrangement of in-home care services. Revenue is derived from service fees for these professional care management services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Advocates for Independence provides Medicaid-funded New Choices Waiver case management and geriatric care management services. The company helps Medicaid-eligible individuals transition from skilled nursing and assisted living facilities to independent community living by coordinating housing opportunities, navigating social services such as Medicaid and Food Stamps, coordinating medical care, and arranging transportation and supportive services. A team of licensed social workers and registered nurses delivers assessments, care planning, and ongoing in-home support for seniors seeking to age in place.

Product overview

Advocates for Independence is a service-based healthcare company offering two primary programs: New Choices Waiver Case Management and Geriatric Care Management. The New Choices Waiver program helps Medicaid-eligible individuals in skilled nursing or assisted living facilities transition to independent living options of their choice, with supportive services. Geriatric Care Management provides licensed social workers and nurses to help seniors plan and coordinate long-term care, allowing them to age in place at home. Services include housing coordination, Medicaid navigation, medical appointment coordination, caregiver training, and various supportive living services.

Differentiator

Problem solved

Functional benefit

Products and services

• New Choices Waiver Case Management Case management services helping Medicaid-eligible individuals transition from skilled nursing or assisted living facilities to independent living options of their choice. Services include identifying housing opportunities (private homes, independent living communities, or apartments), navigating social services such as Medicaid and Food Stamps, coordinating medical care, arranging transportation, and coordinating a wide range of waiver-funded supportive services including attendant care, homemaker services, environmental modifications, respite care, and assistive technology.
• Geriatric Care Management Professional care management services delivered by licensed social workers (SSW) and registered nurses (RN) for seniors who want to age in place at home. Services include needs assessments, personalized care planning, medical appointment coordination, home safety evaluations, arrangement of home modifications, caregiver training, and coordination of in-home care providers. The service supports seniors aging in their own homes as an alternative to assisted living facilities, with additional coordination assistance for out-of-state family members.

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Caring Senior Service: Franchised non-medical home care provider offering personal care, transportation and homemaker services — a comparable in-home care operator serving Medicaid and private-pay waiver populations.
• Homewatch CareGivers: Franchised home care provider serving elderly and disabled clients. Founder Kevin Whatcott previously operated Homewatch CareGivers of Utah before founding Advocates for Independence, making it the closest historical and operational analogue.
• Right at Home: Franchised in-home senior care and disability support provider with a similar Medicaid-waiver-reimbursable service mix, including personal care, homemaker and respite services — directly overlapping A4I's coordinated waiver services.
• CarePatrol: Senior care advisory and placement franchise that helps families evaluate assisted living, in-home care and independent living options — overlapping A4I's housing-coordination and case-management workflow.
• ComForCare: Franchised non-medical home care provider serving seniors and adults with disabilities. Operates personal care, homemaker and companionship services that map to many of the HCBS waiver services A4I coordinates.
• Senior Helpers: National franchised provider of in-home senior care and Alzheimer's/dementia care, with a service mix of personal care, companionship and respite that overlaps A4I's HCBS waiver coordination capabilities.

Broad incumbents

• A Place for Mom: Senior living advisory and referral network connecting families to senior care options including assisted living and home care — overlapping A4I's referral-driven GTM into the Medicaid waiver and aging-in-place population.
• Aging Life Care Association (member agencies): National membership organization of geriatric care managers — directly comparable to A4I's Geriatric Care Management line of business for private-pay aging-in-place assessments and care coordination.
• Optum (UnitedHealth Group) — HCBS/Medicaid services: Large managed-care and care-coordination conglomerate with significant Medicaid HCBS waiver presence across multiple states. Represents both a potential partner and a competitive risk to small state-level waiver case management agencies.

Others

• WellSky (CarePort / HHC): Healthcare technology and care coordination platform serving post-acute and HCBS providers. A4I uses case management software for Medicaid waiver coordination; WellSky represents the kind of vendor/infrastructure layer an agency like A4I depends on.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/advocates-for-independence-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 ADVOCATES FOR INDEPENDENCE LLC