The Virginia Association for Hospices & Palliative Care

What The Virginia Association for Hospices & Palliative Care does

LeadingAge Virginia is a not-for-profit membership association founded in 1973 and headquartered at 4201 Dominion Blvd, Suite 100, Glen Allen, Virginia. It serves aging services providers across the Commonwealth of Virginia across nine distinct provider segments: life plan/continuing care retirement communities, hospice and palliative care providers, area agencies on aging, PACE programs, affordable senior housing, assisted living facilities, nursing homes, adult day centers, and home and community-based services. The organization operates as the Virginia state affiliate of the national LeadingAge association and is governed under a not-for-profit, member-driven model.

The association generates revenue through five streams: annual membership dues, event revenue (Annual Conference & Expo, Leadership Academy, Mid-Manager Series, on-demand webinars), tiered sponsorships (Diamond Elite, Preferred Elite, Platinum, Gold), group purchasing arrangements with Preferred Elite Sponsors, and donations through its affiliated PositiveAge Foundation. Its product portfolio centers on advocacy representation to the Virginia General Assembly, recurring educational programming, peer-driven Member Networks (including the Leaders of Color & Allies community), the Career Center, and content assets such as the Voices in Leadership podcast and Middle Market Playbook. Workforce development resources include the Advanced CNA Toolkit, AIT/Student Hub, and a strategic partnership with the LTSS Center @ UMass Boston.

The underlying platform is the YourMembership association management system, which supports member administration, event registration, and content distribution. Go-to-market is membership-based: the association recruits and retains provider organizations by bundling advocacy value, educational programming, networking opportunities, and group purchasing benefits, while leveraging a 25+ partner sponsor ecosystem (including Ziegler, Functional Pathways, HPSI, Kairos Health Systems, Baker Tilly, CLA, McGuireWoods, and Plante Moran) for non-dues revenue.

Name

The Virginia Association for Hospices & Palliative Care

Legal name

LeadingAge Virginia

Website

https://virginiahospices.org

Company type

Private

Founded year

1973

Operating status

Operating

Short description

LeadingAge Virginia is a not-for-profit membership association founded in 1973, serving aging services providers across Virginia including hospices, continuing care retirement communities, nursing homes, assisted living facilities, and home and community-based services through advocacy, education, and group purchasing.

Ownership category

akta.pro rank

Product category

Aging Services Association

NAICS

Services for the Elderly and Persons with Disabilities (624120), Business, Professional, Labor, Political, and Similar Organizations (8139)

SIC

Services-Membership Organizations (8600), Services-Social Services (8300)

akta.pro primary industry

Palliative Care, Hospice & Serious Illness Support (BPAGACAK)

akta.pro secondary industries

Elder Services & Aging Support (BPAGAEAF), Hospice & Palliative Care Care Coordination / Navigation (HLADAHAK)

Keywords

• Aging services association
• Hospice and palliative care
• Continuing care retirement communities
• Senior living membership
• Aging services advocacy

Headquarters

HQ city

Glen Allen

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership fees from aging services provider organizations across Virginia. Members include life plan communities, hospice, area agencies on aging, PACE, affordable senior housing, assisted living, nursing homes, adult day centers, and home and community-based services.
2. Event Revenue: Annual Conference & Expo fees, Mid-Managers Professional Development Series, Leadership Academy, webinars, and other educational events. Also includes session registration and sponsorship of events.
3. Sponsorship & Advertising: Elite, Diamond, Platinum, and Gold tier sponsorships. Business sponsorship opportunities. EXPO and exhibit space sales.
4. Group Purchasing: Group purchasing programs through Preferred Elite Sponsors providing savings to member organizations.
5. Foundation/Donations: PositiveAge Foundation, a LeadingAge Virginia Foundation, secures funds to build coalitions and develop innovative solutions to promote positive aging in Virginia.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

A not-for-profit, mission-driven membership association serving aging services providers across Virginia, including hospices, palliative care providers, continuing care retirement communities, assisted living facilities, nursing homes, PACE programs, and home and community-based services. It delivers advocacy representation before the Virginia General Assembly and regulators, professional education through an annual conference and academy programs, peer networking via Member Networks, workforce development resources, and group purchasing benefits through Preferred Elite Sponsors.

Product overview

LeadingAge Virginia operates as a membership association offering a unified portfolio of advocacy, education, networking, and workforce development services for aging services organizations including hospice and palliative care providers. The core offering consists of advocacy representation, annual conferences, professional development programs (Leadership Academy, Mid-Manager Series), peer networking through Member Networks, and career resources. Supplementary services include the PositiveAge Foundation for grant-making, on-demand webinars for continuing education, a Career Center for job placement, and specialized resources such as the Middle Market Playbook and dementia care resources. These products and services work together to support the aging services continuum, from hospice care to senior housing and home-based services.

Differentiator

Problem solved

Functional benefit

Brands

• PositiveAge Foundation: The affiliated nonprofit foundation of LeadingAge Virginia, focused on transforming the aging experience in Virginia by securing funds to build coalitions and develop innovative solutions to promote positive aging.

Products and services

• Advocacy Services Advocacy services that amplify member voices with Virginia policymakers and regulators, including legislative focus briefs, General Assembly engagement, and grassroots networks to advance policies strengthening aging, hospice, and palliative services.
• Annual Conference & Expo Annual in-person conference and exposition providing educational sessions, networking, and exhibit/sponsorship opportunities for aging services professionals across Virginia.
• Leadership Academy Professional leadership development program designed to cultivate current and future leaders in aging services organizations.
• Mid-Manager Series Professional development series for mid-level managers in aging services organizations, with sessions covering topics such as infection prevention and workforce management.
• Member Networks Peer-driven communities where members connect, collaborate, and grow together, including specialized networks such as Leaders of Color & Allies.
• On-Demand Webinars Recorded educational webinars sold through the online store for professional development and continuing education in aging services topics.
• Group Purchasing Group purchasing services providing members with operational savings on supplies and services through Preferred Elite Sponsor vendor relationships.
• PositiveAge Foundation Affiliated nonprofit foundation that secures funds to build coalitions and develop innovative solutions promoting positive aging across Virginia, with grantmaking and cross-sector partnership activities.
• Career Center Online job board and career resources connecting aging services professionals with employment opportunities across member organizations.
• Voices in Leadership Podcast Podcast series telling the stories of members across the aging services community, covering triumph, challenge, growth, and relationships in the field.

Named customers4 records

Segments9 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

28 partnerships are on record, tiered diamond elite sponsor, preferred elite sponsor, core, platinum sponsor, gold sponsor and minor.

• Zieglerdiamond elite sponsorGTM or Marketing PartnerDiamond Elite Sponsor of LeadingAge Virginia. Financial services firm specializing in aging services sector providing investment banking, consulting, and other financial services to members.
• LAVirginia Services Solutionspreferred elite sponsorGTM or Marketing PartnerPreferred Elite Sponsor providing group purchasing services to LeadingAge Virginia members for operational cost savings.
• Functional Pathwayspreferred elite sponsorGTM or Marketing PartnerPreferred Elite Sponsor offering rehabilitation and therapy services to aging services providers.
• HPSI (Healthcare Purchasing Strategies International)preferred elite sponsorGTM or Marketing PartnerPreferred Elite Sponsor providing group purchasing organization services for healthcare supplies and operational efficiency.
• Kairos Health Systemspreferred elite sponsorGTM or Marketing PartnerPreferred Elite Sponsor providing comprehensive healthcare management services and purchasing solutions.
• LeadingAgecoreStrategic or Co-development PartnerNational organization affiliation providing advocacy resources, best practices, and national conference. LeadingAge Virginia is the state affiliate of the national LeadingAge organization.
• PositiveAge FoundationcoreStrategic or Co-development PartnerEmerging nonprofit foundation focused on transforming the aging experience in Virginia by securing funds to build coalitions and develop innovative solutions to promote positive aging.
• Atlantic Culinaryplatinum sponsorGTM or Marketing PartnerPlatinum sponsor providing culinary and food service solutions for aging services providers.
• Hendersonplatinum sponsorGTM or Marketing PartnerPlatinum sponsor providing services to aging services providers.
• JLL (Jones Lang LaSalle)platinum sponsorGTM or Marketing PartnerPlatinum sponsor providing commercial real estate and facilities management services to aging services providers.
• Holleran Consultingplatinum sponsorGTM or Marketing PartnerPlatinum sponsor providing survey and assessment services to aging services providers.
• PruittHealth Pharmacyplatinum sponsorGTM or Marketing PartnerPlatinum sponsor providing pharmacy services to aging services providers.
• SFCS Architectsplatinum sponsorGTM or Marketing PartnerPlatinum sponsor providing architectural and design services for senior living facilities.
• Baker Tillygold sponsorGTM or Marketing PartnerGold sponsor providing accounting and advisory services to aging services providers.
• CLA (CliftonLarsonAllen)gold sponsorGTM or Marketing PartnerGold sponsor providing professional services including accounting, consulting, and wealth management.
• Five19gold sponsorGTM or Marketing PartnerGold sponsor providing services to aging services providers.
• Forefront Healthcaregold sponsorGTM or Marketing PartnerGold sponsor providing healthcare management and consulting services.
• HJ Simsgold sponsorGTM or Marketing PartnerGold sponsor providing investment banking and financial services to senior living and healthcare.
• JKJgold sponsorGTM or Marketing PartnerGold sponsor providing insurance and risk management services.
• McGuireWoodsgold sponsorGTM or Marketing PartnerGold sponsor providing legal services to aging services providers.
• Plante Morangold sponsorGTM or Marketing PartnerGold sponsor providing accounting and financial advisory services.
• RLPS Architectsgold sponsorGTM or Marketing PartnerGold sponsor providing architectural services for senior living communities.
• Scott Insurancegold sponsorGTM or Marketing PartnerGold sponsor providing insurance products and risk management.
• ValueFirstgold sponsorGTM or Marketing PartnerGold sponsor providing communication and engagement services.
• W.M. Jordangold sponsorGTM or Marketing PartnerGold sponsor providing construction and development services.
• Warfelgold sponsorGTM or Marketing PartnerGold sponsor providing construction management services.
• Virginia General AssemblycoreOthersLegislative body with whom LeadingAge Virginia advocates on behalf of aging services providers. Maintains ongoing relationships with legislators and policymakers.
• LTSS Center @ UMass BostonminorStrategic or Co-development PartnerWorkforce resources partner providing research and resources for long-term services and supports workforce development.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• LeadingAge: The national parent affiliation of LeadingAge Virginia; provides national advocacy, education, and best-practice resources to aging services providers. Directly comparable as the umbrella organization of which the subject company is a state affiliate.
• National Hospice and Palliative Care Organization (NHPCO): National membership organization dedicated to hospice and palliative care providers. Comparable to the subject company given its hospice and palliative care membership focus, though operating at the national level rather than as a state association.
• American Health Care Association (AHCA): National association representing skilled nursing, assisted living, and post-acute care providers. Comparable in mission and member type but operates at the national level rather than as a state chapter.

Direct peers

• LeadingAge Maryland: State-level LeadingAge affiliate serving aging services providers in Maryland. Most directly comparable peer in terms of structure, mission, member mix, and advocacy-driven association model in a neighboring jurisdiction.
• Virginia Health Care Association (VHCA): Virginia-based association representing nursing homes and assisted living providers. Direct peer in the same geography addressing overlapping member segments (nursing homes, assisted living) and competing for advocacy influence on aging-related legislation.
• LeadingAge DC: Another state-level LeadingAge affiliate, serving aging services providers in the District of Columbia. Comparable peer in scale, structure, and mission within the immediate regional network.

Regional players

• Virginia Hospital & Healthcare Association (VHHA): Virginia-based association representing hospitals and health systems, with overlapping interest in aging services and post-acute care policy. Operates in the same geography and competes for legislative influence on healthcare matters.
• Virginia Association of Area Agencies on Aging (VAAAA): Virginia-based association for area agencies on aging — a member segment also served by LeadingAge Virginia. Comparable in representing overlapping aging services constituencies within Virginia and competing for advocacy attention.

Emerging players

• Hospice Action Network: Advocacy-focused affiliate of NHPCO working on federal hospice policy. Comparable advocacy function aimed at hospice providers, though federally focused rather than Virginia-specific.
• Center for Aging & Health (Hospice Foundation of America): Nonprofit focused on hospice and aging education, training, and public awareness. Adjacent peer in mission space (hospice, aging services, public education) though not a direct member-association competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/leadingageva

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 The Virginia Association for Hospices & Palliative Care