AgeWell Services
AgeWell Services of West Michigan is a 501(c)(3) nonprofit founded in 1973 that delivers meal delivery, congregate dining, non-emergency medical transportation, and elder abuse prevention programs to adults aged 60 and older across Muskegon, Oceana, and Ottawa counties in Michigan.
- Company typePrivate
- Founded1973
- HeadquartersMuskegon, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What AgeWell Services does
AgeWell Services of West Michigan is a private 501(c)(3) nonprofit organization founded in 1973, headquartered at 275 W. Clay Ave., Suite 100 in Muskegon, Michigan. The organization delivers a coordinated portfolio of senior services to adults aged 60 and older across Muskegon, Oceana, and Ottawa counties. Core program lines include: (1) nutrition services — Meals on Wheels home delivery (weekdays 10:30 AM-1:00 PM), Lunch & Activity Centers at multiple community locations, the Driftwood Café restaurant at Tanglewood Park (breakfast 8-11 AM, lunch 11 AM-2 PM, Mon-Thu), and the Discount Dine Program with meal credits at Driftwood Café and partner restaurants; (2) Senior Medical Transportation, providing free door-to-door non-emergency medical rides for Muskegon County seniors at or below 150% of poverty; (3) SafeSeniors, a collaborative elder abuse awareness and prevention initiative; and (4) wellness programming at the Tanglewood Park Wellness Center (which closed effective May 22, 2025). Operational scale includes 261,057+ meals annually, 1,510 Meals on Wheels participants (Oct 2022-Mar 2023 window), 373 volunteers contributing 22,081 hours, and approximately 51-100 paid employees.
AgeWell operates with no proprietary technology platform; the underlying capability stack is service-delivery infrastructure (kitchen facilities, delivery vehicles, dispatch for rides, volunteer coordination) augmented by standard nonprofit SaaS (Bloomerang for donations, Constant Contact for email). The revenue model is a mixed nonprofit stack with no single dominant stream: federal Older Americans Act grants, Michigan Older Michiganians Act state funding, and Muskegon County Senior Millage (a dedicated local property tax) are administered through Senior Resources of West Michigan as the Area Agency on Aging; participant donations are voluntary with suggested levels of $4.50-$8.00 per meal; full-cost meals are $10 for those not grant-eligible (under 60 or non-seniors); individual charitable donations, corporate and foundation grants (DTE Energy Foundation, multiple community foundations channeling Donor-Advised Funds), and signature fundraising events (Heels for Meals & More, Parties in the Park, DTE Energy Foundation Holiday Meal serving 1,400+ older adults) round out funding.
The go-to-market is direct-to-consumer, primarily through physical service locations and home delivery, supplemented by referral channels through healthcare providers, community events, and word-of-mouth. Customer segments are stratified by vulnerability: homebound seniors receiving Meals on Wheels, low-income seniors qualifying for free medical transportation, community-dwelling seniors attending Lunch & Activity Centers, and the broader adult 55+ population eligible for wellness programming. Distribution has expanded modestly over time, including the addition of Discount Dine partners (Oceana County Council on Aging and Evergreen Commons in July 2024; Corine's Soul Food in March 2026), indicating a channel strategy that increasingly leverages third-party partners rather than direct operation.
AgeWell Services firmographics
Firmographics- Name
- AgeWell Services
- Legal name
- AgeWell Services of West Michigan
- Website
- https://agewellservices.org
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- AgeWell Services of West Michigan is a 501(c)(3) nonprofit founded in 1973 that delivers meal delivery, congregate dining, non-emergency medical transportation, and elder abuse prevention programs to adults aged 60 and older across Muskegon, Oceana, and Ottawa counties in Michigan.
- Ownership category
- akta.pro rank
AgeWell Services industry classification
Industry- Product category
- Senior Services / Nonprofit Elder Care
- NAICS
- Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Elder Services & Aging Support (BPAGAEAF)
- akta.pro secondary industries
- Meals, Nutrition & Congregate Dining Day Programs (HSABANAM), Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK), Caregiver Support & Education Programs (Center-Based) (HSABANAN)
Keywords
Where AgeWell Services is headquartered
LocationHeadquarters
- HQ city
- Muskegon
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
AgeWell Services business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Individual Donations: Tax-deductible charitable donations from individuals supporting senior services programs. Donation platform through Bloomerang powered by GQiv.
- Corporate & Foundation Grants: Grant funding from community donors, DTE Energy Foundation, and other corporate sponsors. Includes sponsorship revenue from annual events.
- Government Funding: Federal funding through Older Americans Act, state funding through Older Michiganians Act, and local funding through Muskegon County Senior Millage, administered by Senior Resources of West Michigan.
- Participant Donations: Suggested voluntary donations from seniors 60+ for meals and services ($4.50-$8.00 suggested donation range). Not required but appreciated.
- Fee-for-Service: Full-cost meals for those not eligible for grant-funded services ($10.00 per meal for those under 60). SNAP benefits accepted.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Donation/ grant-funded | Pay-as-you-go | Meals on Wheels - No cost with suggested donation |
| Donation/ grant-funded | Pay-as-you-go | Lunch & Activity Centers - No cost with suggested donation |
| Unit Pricing | Pay-as-you-go | Discount Dine Program - Reduced cost meals for seniors |
| Other | Pay-as-you-go | Senior Medical Transportation - No cost |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels11 records
AgeWell Services product offering
Product offeringCore offering
AgeWell Services of West Michigan is a 501(c)(3) nonprofit that delivers a coordinated set of services to help older adults remain nourished, active, and living independently. Core offerings include home-delivered meals (Meals on Wheels), congregate dining at Lunch & Activity Centers, restaurant-style meals at the Driftwood Café, the Discount Dine partner-restaurant program, free non-emergency Senior Medical Transportation for low-income seniors, the Wellness Center at Tanglewood Park (closed May 2025), and the SafeSeniors elder abuse awareness initiative, all targeted at adults 60+ in Muskegon, Oceana, and Ottawa counties.
Product overview
AgeWell Services of West Michigan is a private 501(c)(3) nonprofit organization founded in 1973 that provides vital connections to keep older adults nourished, active, learning, and living independently. The organization operates a coordinated portfolio of senior services including meal programs (Meals on Wheels home delivery, Lunch & Activity Centers, Driftwood Café restaurant, and Discount Dine Program), Senior Medical Transportation, Wellness Center at Tanglewood Park, and SafeSeniors elder abuse awareness. Additional offerings include volunteer programs, special events (DTE Energy Holiday Meal, Heels for Meals & More, Parties in the Park), and donation support services. Services target adults aged 60 and older in Muskegon, Oceana, and Ottawa counties in Michigan.
Differentiator
Problem solved
Functional benefit
Products and services
- Meals on Wheels Home delivery of nutritious meals to homebound seniors aged 60+ in Muskegon, Oceana, and Ottawa counties. Meals are delivered weekdays between 10:30 AM and 1:00 PM with frozen meal options for weekends. Pricing is donation-based for those 60+, with full-cost option at $10.00/meal for those not grant-eligible and SNAP benefits accepted.
- Lunch & Activity Centers Community meal sites offering registered-dietitian-certified menus with varied, healthy choices for seniors and the broader community. Multiple locations across Muskegon and Ottawa counties. Pricing is donation-based for those 60+ ($4.50–$8.00 suggested donation), with $8.00 minimum for those under 60 and SNAP benefits accepted.
- Driftwood Café Restaurant-style dining open to the public at Tanglewood Park, 560 Seminole Road, Norton Shores, MI 49444. Breakfast served 8am–11am and lunch 11am–2pm, Monday through Thursday. Features freshly prepared meals, free Wi-Fi, fireplace seating, and catering services. Also serves as a Discount Dine partner location.
- Senior Medical Transportation Free door-to-door non-emergency medical transportation for low-income Muskegon County residents aged 60 and older (at or below 150% of the federal poverty level). Operates Monday–Friday 8am–3:45pm to healthcare providers throughout Muskegon County, including transport for dialysis and other critical appointments. Donations welcome but not required.
- Discount Dine Program Program offering reduced-cost meals for seniors aged 60+ at partner restaurants through $5 suggested donation meal credits. Partners include Driftwood Café, Corine's Soul Food, Cakes & Catering (Muskegon Heights), Oceana County Council on Aging (Hart), and Evergreen Commons (Holland). For under-60 diners, meal credits are $10 at Driftwood Café while Corine's location follows regular menu pricing.
- Wellness Center at Tanglewood Park Holistic wellness facility providing exercise classes, fitness programs, and social activities for adults aged 55+ at Tanglewood Park, 560 Seminole Road, Muskegon, MI 49444. The Wellness Center closed effective May 2025; AgeWell Services published a Wellness Resource Guide to direct participants to alternative community resources.
- SafeSeniors (Elder Abuse Awareness) Collaborative elder abuse awareness and prevention initiative covering Muskegon, Ottawa, and Oceana counties. Provides educational workshops, awareness campaigns, and a helpline to identify, advocate, and seek justice for adult victims of abuse, neglect, and financial exploitation.
- Volunteer Program Structured volunteer opportunities across all program lines (Discount Dine, Lunch & Activity Centers, Meals on Wheels delivery, Senior Medical Transportation, and special events) serving Oceana, Muskegon, and Ottawa counties. 373 volunteers contributed 22,081 hours in the last fiscal year.
- Donation & Wish List Program Charitable giving program accepting tax-deductible donations through Bloomerang, qualified charitable distributions from IRAs, stock gifts, tribute donations, and gifts-in-kind. Includes a Wish List of tangible items requested by seniors; 24 wishes have been funded with $38,017 donated since 2016.
Quantifiable outcome
- 146,825+ meals provided in 6 months (Oct 2022 - Mar 2023)
- +4 more outcomes
Companies that use AgeWell Services
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
AgeWell Services technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AgeWell Services partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor and core.
- Corine's Soul Food, Cakes & CateringminorMuskegon's soul food restaurant joined Discount Dine program on March 11, 2026, offering homestyle meals at partner pricing for seniors 60+.
- DTE Energy FoundationcorePrimary sponsor of annual DTE Energy Foundation Holiday Meal, enabling service to over 1,400 older adults at multiple locations across the service area.
- CALL 2-1-1minorCommunity resource line used for holiday meal reservations and general information referrals.
- Oceana County Council on Aging (OCCOA)minorDiscount Dine partner location in Hart, MI serving Oceana County seniors.
- Evergreen CommonsminorDiscount Dine partner location in Holland, MI serving Ottawa County seniors.
- United Way of the LakeshoreminorAnnual Heroes Celebration event where AgeWell volunteers are recognized. Zeke Johnson received Everyday Hero award in 2023.
- Wonderland Distilling Co.minorProvided signature drink for Heels for Meals & More 2023 fundraising event.
- Brena BandminorSteffan CopenHaver, lead singer, provided live music entertainment at Heels for Meals & More 2023.
- Subaru of America, Inc.minorParticipated in Subaru Share the Love campaign (Nov 16, 2023 - Jan 2, 2024). As member of Meals on Wheels America, AgeWell receives portion of proceeds when customers choose Meals on Wheels America as their nonprofit.
- Meals on Wheels AmericacoreNational membership organization. AgeWell Services is a member, enabling participation in Subaru Share the Love program and access to national resources and best practices.
- Senior Resources of West MichigancoreArea Agency on Aging that administers grant funding from Older Americans Act, Older Michiganians Act, and Muskegon County Senior Millage for AgeWell Services programs including Meals on Wheels and Lunch & Activity Centers.
Scale indicators23 records
Recent moves6 records
Expansion highlights4 records
AgeWell Services competitors and assessment
Company assessmentBroad incumbents
- PACE Southeast Michigan: Program of All-Inclusive Care for the Elderly provider delivering integrated medical, social, nutrition, and transportation services to frail seniors. Comparable as a comprehensive 'one-stop' senior services model with broader clinical scope.
- Meals on Wheels America: National umbrella organization for the Meals on Wheels network of which AgeWell is a member affiliate. Comparable as the system-level coordinator of senior nutrition programs, volunteer mobilization, and corporate partnerships (Subaru Share the Love) that AgeWell leverages.
- Hope Network: Large Michigan-based nonprofit providing senior services, behavioral health, and developmental disability supports across the state. Comparable as a multi-service West Michigan nonprofit with overlapping senior programming and transportation offerings.
Direct peers
- Valley Area Agency on Aging: Michigan-based Area Agency on Aging providing meals, transportation, in-home services, and wellness programming to seniors across Genesee, Lapeer, and Shiawassee counties. Direct operational peer to AgeWell in model and scale.
- Catholic Charities West Michigan: Faith-based nonprofit providing senior services, food programs, transportation, and case management across West Michigan including Muskegon. Direct peer in service portfolio and regional footprint.
- Area Agency on Aging of Western Michigan: Area Agency on Aging serving Western Michigan counties with congregate and home-delivered meals, transportation, caregiver support, and senior wellness programming. Directly comparable in service portfolio and population served (60+).
- Senior Resources of West Michigan: Area Agency on Aging that administers Older Americans Act and Muskegon County Senior Millage funding for AgeWell Services. Operates directly comparable senior services (meals, transportation, wellness) in overlapping West Michigan counties — making it the closest peer in mission, geography, and funding model.
- United Way of the Lakeshore: Community-based nonprofit serving Muskegon and Oceana counties with senior-focused programs, volunteer mobilization, and donor coordination. AgeWell volunteers are recognized at United Way's annual Heroes Celebration — strong operational and funding-ecosystem overlap.
- The Senior Alliance: Area Agency on Aging serving southeastern Michigan with congregate meals, home-delivered meals, transportation, and caregiver support programs. Operates a comparable community-based senior services model under Older Americans Act funding.
Regional players
- Disability Advocates of Kent County: West Michigan nonprofit providing independent living services, meals, transportation, and advocacy — primarily for persons with disabilities, with senior overlap. Comparable in operational model (community-based, volunteer-driven, donation-funded) and geographic adjacency.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
AgeWell Services social profiles
Digital presenceAgeWell Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
AgeWell Services leadership team
Management profileNumber of profiles
Profiles17 records
AgeWell Services funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AgeWell Services M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AgeWell Services
What does AgeWell Services do?
AgeWell Services of West Michigan is a 501(c)(3) nonprofit that delivers a coordinated set of services to help older adults remain nourished, active, and living independently. Core offerings include home-delivered meals (Meals on Wheels), congregate dining at Lunch & Activity Centers, restaurant-style meals at the Driftwood Café, the Discount Dine partner-restaurant program, free non-emergency Senior Medical Transportation for low-income seniors, the Wellness Center at Tanglewood Park (closed May 2025), and the SafeSeniors elder abuse awareness initiative, all targeted at adults 60+ in Muskegon, Oceana, and Ottawa counties.
Is AgeWell Services a public or private company?
AgeWell Services is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was AgeWell Services founded?
AgeWell Services was founded in 1973. It employs 51 to 100 people.
Where is AgeWell Services based?
AgeWell Services is headquartered in Muskegon, United States, in the North America region.
How does AgeWell Services make money?
Five revenue lines are on record. Individual Donations are the primary driver. The others are corporate & Foundation Grants, government Funding, participant Donations and fee-for-Service.
Who are AgeWell Services's main competitors?
Broad incumbents on record are PACE Southeast Michigan, Meals on Wheels America and Hope Network. Direct peers are Valley Area Agency on Aging, Catholic Charities West Michigan, Area Agency on Aging of Western Michigan, Senior Resources of West Michigan, United Way of the Lakeshore and The Senior Alliance. Disability Advocates of Kent County is listed as a regional player.
Does AgeWell Services have an API?
No public API is recorded for AgeWell Services.
What industry is AgeWell Services in?
AgeWell Services's product category is Senior Services / Nonprofit Elder Care. Its primary akta.pro industry code is BPAGAEAF, Elder Services & Aging Support, with a secondary code of HSABANAM, Meals, Nutrition & Congregate Dining Day Programs. Its NAICS code is 624120 and its SIC code is 8300.