Validation Training Institute

What Validation Training Institute does

Validation Training Institute (VTI) is a US 501(c)(3) non-profit founded in 1982 by Naomi Feil, headquartered in Pleasant Hill, Oregon, that develops, certifies, and disseminates the Validation Method — an evidence-based communication methodology for caregivers of older adults with Alzheimer's disease and related dementias (ADRD). Its core product is a tiered certification pathway (Levels 1-5, from Worker through Master), supplemented by self-paced online courses (Beginning Validation, Skill Building Blocks, Family Caregiver Course), specialized training (Validation for Medical Professionals, Validation for Activity Professionals), books (4 titles in 12 languages), DVDs, Naomi Feil Workshops, tutoring/coaching, support groups, and a Validation Quality Certification program for institutions. The methodology is proprietary, anchored in 50+ years of practice and peer-reviewed research, and protected via registered trademarks.

VTI distributes globally through a hybrid model: a direct-to-consumer e-commerce store at vfvalidation.org, a network of 24 Authorized Validation Organizations (AVOs) in 14 countries (including a Dutch entity, Stichting VTI-I, created in 2016 for European operations), strategic partnerships with major senior living operators (Sunrise Senior Living, Meridian Senior Living, Country Meadows), and joint offerings with the National Certification Council for Activity Professionals (NCCAP) for continuing education credits. Revenue is generated through course/certification fees, books/DVD/publications sales ($20-$75 retail), a three-tier sponsorship program ($25-$5,000+), donations, and an endowment fund started with a $1 million commitment in 2019. The organization operates with a small staff of approximately 8 employees supported by a volunteer Board of Trustees. Following founder Naomi Feil's death in December 2023, executive leadership rests with Executive Director Tamorra Sims, with founder's daughter Vicki de Klerk-Rubin serving as Senior Advisor.

Name

Validation Training Institute

Legal name

Validation Training Institute, Inc.

Website

https://vfvalidation.org

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

Validation Training Institute is a US 501(c)(3) non-profit founded in 1982 that develops and certifies the Validation Method, an evidence-based communication methodology for caregivers of older adults with Alzheimer's and related dementias, delivered through tiered certification courses, books, DVDs, and a global AVO partner ecosystem across 14 countries.

Ownership category

akta.pro rank

Product category

Dementia Care Training and Certification

NAICS

Professional and Management Development Training (611430), Exam Preparation and Tutoring (611691), Educational Services (611)

SIC

Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro primary industry

Awarding Organizations & Credentialing Bodies (Certificates/Diplomas) (EDADAFAC)

akta.pro secondary industries

Certification & Licensing Exam Management Platforms (EDAFADAG), Continuing Education (CE/CPD) & Provider Accreditation Bodies (EDADACAF), Accreditation Standards, Benchmarking & Framework Organizations (EDADACAJ)

Keywords

• Dementia care training
• Elder care certification
• Alzheimer's communication
• Person-centered care
• Caregiver education

Headquarters

HQ city

Pleasant Hill

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Course and Certification Fees: Revenue from tiered training courses including gateway certificates, Level 1-5 certifications, activity professional courses, family caregiver courses, and practical validation training. Fees vary by course length and format, with some courses like Level 1 being hybrid requiring 26 weeks of fieldwork.
2. Books, DVDs and Publications Sales: Sale of educational materials including V/F Validation 3rd Edition ($20 soft cover, digital), The Validation Breakthrough 4th Edition ($42.99), Validation Techniques for Dementia Care ($28.99), and DVDs ($50-$75). Also includes USB flash drives and CDs.
3. Sponsorship Program: VTI accepts financial sponsorships at three tiers: Individual ($25-$250), Group ($250-$5,000), and Community ($5,000+). Sponsors fund learners who cannot afford training, creating social impact while generating modest revenue.
4. Endowment Fund Donations: VTI has established a permanent endowment fund started with a $1 million commitment over 6 years in 2019, with a goal to reach $2 million by 2023. Accepts one-time gifts, bequests, and IRA charitable distributions.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Validation Training Institute is a 501(c)(3) nonprofit that delivers education, quality standards, and tiered certification pathways (Levels 1-5) in the Validation method, an evidence-based communication methodology for older adults with Alzheimer's disease and related dementias. It sells and licenses structured training courses, books, DVDs, and online self-study blocks; operates an institutional Quality Certification program; and supports a global network of 24 Authorized Validation Organizations (AVOs) in 14 countries.

Product overview

Validation Training Institute (VTI) offers a comprehensive education and certification ecosystem for the Validation method—a person-centered communication approach for older adults with cognitive decline. The portfolio consists of tiered certification courses (Level 1 Worker through Level 5 Master), self-paced online courses (Beginning Validation, Skill Building Blocks), specialized courses (Family Caregiver, Medical Professionals, Activity Professionals), media products (DVDs, Naomi Feil Workshops), publications (books), tutoring/coaching services, support groups, and institutional quality certification. The core offering is the multi-level certification pathway delivered through authorized training organizations worldwide, supplemented by online self-study resources and community support services.

Differentiator

Problem solved

Functional benefit

Products and services

• Validation Training Courses (Level 1-5 Certification Pathway) Tiered certification courses teaching the Validation method for communicating with older adults with cognitive decline. Levels range from Worker (Level 1) through Group Leader, Teacher, and Master (Level 5) certifications.
• Validation for Activity Professionals An 11-week online course designed for activity professionals working with older adults, integrating Validation Attitude into activities. NCCAP-certified for continuing education credits.
• Beginning Validation Self-paced introductory course for first-timers to understand Validation basics, taking approximately 2 hours.
• Skill Building Blocks Six online, on-demand training blocks delivering basic Validation techniques for communicating with aging parents and older adults with Alzheimer's disease or related dementia. Includes blocks on Centering, Observation & Calibration, Voice Tone, Eye Contact, Respectful Distance, and Ask Don't Tell.
• Family Caregiver Course Online course with coaching for family caregivers to learn and apply Validation skills with 18+ hours of instruction.
• Practical Validation Training 18-hour course for professionals to integrate Validation skills with coaching.
• Validation for Medical Professionals 20-hour training course for medical professionals to improve patient interaction using Validation techniques.
• VTI Publications (Books) Books including V/F Validation 3rd Edition ($20), The Validation Breakthrough 4th Edition ($42.99), Validation Techniques for Dementia Care: The Family Guide ($28.99), and Beginning Validation ($25). Published in 12 languages.
• DVDs and Videos Educational DVDs including Introduction to Validation ($50-$75), Scenes of Individual Validation ($25), and the Modular Learning Curriculum USB ($500 for teachers, $1,000 for AVOs).
• Naomi Feil Workshops Three-part documentary workshops featuring Naomi Feil explaining and demonstrating the Validation method with key concepts and exercises, available in-person, virtually, and on Vimeo.
• Modular Learning Curriculum Curriculum available for Teachers and AVOs for on-the-job training combining flexibility with certification opportunities.
• Tutoring and Coaching Sessions Online tutoring and coaching sessions for teaching Validation, available in English and French.
• Quality Certification for Institutions Certification program for care institutions demonstrating quality standards across nine pillars including Philosophy of Care, Physical environment, Documentation, Caregiver skills, Resident dignity, Activities, Dining, Family engagement, and Safety.

Quantifiable outcome

• Over 400,000 individuals have attended Naomi Feil workshops in 50+ years
• +2 more outcomes

Named customers18 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

Twelve partnerships are on record, tiered core and minor.

• European Validation Association (EVA)coreStrategic or Co-development PartnerEVA (European Validation Association) was established to continue the 30-year tradition of bringing European Validation Teachers together. EVA organizes the annual European Teacher Meeting, typically in Geneva, and represents VTI's activities in Europe. Nancy Brown serves as VTI's representative to EVA at annual meetings.
• Sunrise Senior LivingcoreStrategic or Co-development PartnerSunrise Senior Living is a major US senior living provider and a VTI partner. Rita Altman, former Senior Vice President of Memory Care, serves on the VTI Board of Trustees. Sunrise integrates Validation into its memory care programming and staff training.
• Meridian Senior LivingcoreStrategic or Co-development PartnerMeridian Senior Living is a strategic partner and corporate donor. CEO Kevin Carlin serves on the VTI Board of Trustees as Treasurer. The WOW! Experience culture and sales training system is used in US and China operations, and Meridian has had Naomi Feil teaching workshops for caregivers.
• National Certification Council for Activity Professionals (NCCAP)coreStrategic or Co-development PartnerVTI and NCCAP jointly offer the NCCAP-certified course 'Memory Care: Validation for Activity Professionals'. Nancy Brown is a certified NCCAP instructor. NCCAP is the national standards and certification body recognized by CMS for quality of life and activities certification.
• Country Meadows Retirement CommunitiesminorStrategic or Co-development PartnerCountry Meadows Retirement Communities is listed as a VTI partner. Polly Pearson from Country Meadows contributed a testimonial about Validation reinforcing quality of life for residents and staff education.
• LifeLoopcoreStrategic or Co-development PartnerLifeLoop (which acquired Linked Senior) co-hosts the annual Validation World Congress with VTI and Dementia Minds. Charles de Vilmorin, General Manager of Linked Senior with LifeLoop, serves on the VTI Board of Trustees. Linked Senior is the leading resident engagement platform for senior living.
• Memory BridgeminorStrategic or Co-development PartnerMemory Bridge is a nonprofit dedicated to ending the social isolation of people with dementia. The Memory Bridge documentary 'There is a Bridge' features Naomi Feil and Gladys Wilson, which has gone viral and moved millions of people to see disoriented elderly differently. Memory Minds is co-host of Validation World Congress.
• Diakonissen Speyer (AVO Germany)coreChannel Partner/ Reseller/ DistributorDiakonissen Speyer is the largest AVO in Germany, operating 11 care centres and 1 hospital with Validation Quality Certification. Led by Hedwig Neu (Validation Master, VTI Education Committee Chair). Provides Level 1-3 courses and developed training programs for managers, volunteers, and fellow residents.
• Alzheimer's Association InternationalminorStrategic or Co-development PartnerNancy Brown serves as Communication Chair for Non-Pharmacological Interventions professional interest area of the Alzheimer's Association International. VTI's research and methodology align with Alzheimer's Association goals.
• Greenhouse ProjectminorStrategic or Co-development PartnerThe Greenhouse Project partnered with VTI for the Validation World Congress and produced a podcast remembering Naomi Feil. Vicki de Klerk-Rubin appeared as guest to discuss Naomi's legacy and the Validation method.
• AccessiBeminorGTM or Marketing PartnerAccessiBe provides web accessibility solutions. Vicki de Klerk-Rubin appeared on accessiBe's Spotlight Sessions, discussing Validation and cognitive accessibility for older adults. VTI website uses accessiBe's screen-reader accessibility plugin.
• Gerontological Society of AmericaminorGTM or Marketing PartnerVTI presented research at the GSA Scientific Conference (2022, 2024). Research on Skill Building Blocks and Validation effectiveness was presented as poster presentations. Board member Harvey Sterns is a Fellow of GSA.

Scale indicators20 records

Recent moves7 records

Expansion highlights7 records

Emerging players

• Second Wind Dreams: Dementia-focused nonprofit offering the Virtual Dementia Tour and related training programs for caregivers. Targets the same family and professional caregiver training market as VTI.
• Music & Memory: Nonprofit that certifies care organizations in personalized music-based interventions for dementia. Competes for a portion of the same training and institutional certification budget as VTI.
• Habilitation Therapy (Central Massachusetts Alzheimer's Collaborative): Specialized dementia-care training framework with formal habilitation therapy certification. Competes with VTI as an alternative structured methodology for memory-care staff training.

Broad incumbents

• Alzheimer's Association: The largest U.S. nonprofit funding dementia research and providing caregiver education, training, and certifications. VTI's deputy director chairs the Non-Pharmacological Interventions professional interest area within the Alzheimer's Association International, indicating overlap.
• Pioneer Network: U.S. nonprofit advancing culture change and person-centered care in elder-care settings through education and certification programs. Operates as a broader umbrella across multiple methodologies where Validation is one option.
• Crisis Prevention Institute (CPI): Large-scale provider of training and certification programs for healthcare, senior-living, and human services staff, including dementia-capable behavior support. Overlaps with VTI's professional certification offerings.

Direct peers

• Positive Approach to Care (Teepa Snow): Scaled dementia-care training organization offering certifications and workshops for family and professional caregivers. Competes directly with VTI for senior-living training budgets and family caregiver mindshare.
• NCCAP (National Certification Council for Activity Professionals): U.S. standards and certification body for activity professionals, recognized by CMS. VTI partners with NCCAP on a joint course and shares a similar credentialing function for the dementia-care activity professional segment.
• Best Friends Center for Training (Best Friends Approach): Person-centered dementia-care training and certification program widely adopted in U.S. memory care settings. Offers a comparable multi-level training curriculum to VTI's Validation Method.

Regional players

• Dementia Friends (Alzheimer's Society UK): Alzheimer's Society program offering awareness and informal dementia training across the UK. Less clinical than VTI's certifications but operates in overlapping caregiver education territory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/validationhelps
• YouTubeyoutube.com/channel/UCM9PIB1v5YWqlwkraX7rh1Q
• Facebookfacebook.com/Validation-Training-Institute-VTI-180270068675784
• LinkedInlinkedin.com/company/validation-training-institute

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 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 Validation Training Institute