Vivie (formerly Knute Nelson)

What Vivie (formerly Knute Nelson) does

Vivie, formerly Knute Nelson, is a non-profit senior living and integrated healthcare organization headquartered in Alexandria, Minnesota, founded in 1948 and operating across Minnesota, North Dakota, and Wisconsin. With over 2,300 team members serving more than 13,000 individuals annually, Vivie operates a full continuum of care that includes independent senior living, assisted living, enhanced assisted living, memory care, long-term care, short-term/respite care, skilled nursing (Nelson Care Center), home health care, hospice, rehabilitation (physical, occupational, and speech therapy), population health management, and wellness programs with fitness centers and warm-water pools. Its residential portfolio spans more than 25 branded locations including Grand Arbor (Alexandria), Westwood Ridge I & II (West St. Paul), The Plaza (Anoka), Walker Place (Minneapolis), Highview Hills (Lakeville), Northfield Retirement Community (joined June 2025), and Havenwood of Onalaska (Wisconsin), supplemented by eight home health/hospice branch offices.

Vivie's revenue model is anchored by recurring monthly residential fees (ranging from approximately $1,005 for Westwood Ridge assisted living up to $4,910+ for Grand Arbor assisted living with care packages), daily rates for transitional care and enhanced care suites ($425–$500/day), insurance-reimbursed home health and hospice services (accepting Medicare, Medica, BCBS, UHC, Humana, Aetna, HealthPartners, Cigna), and fee-based care packages for medication management, diabetes care, wound care, and personal care add-ons. A second revenue stream comes from Senior Care Consulting, where Vivie monetizes internal operational expertise—compliance, IT, HR, finance, food services, leadership development, and sales/marketing—for seven partner organizations including Ethos Hospice, Pelican Valley Senior Living, Franciscan Sisters of Little Falls, Glenwood Retirement Village, Heritage Living Center, Havenwood of Onalaska, and Lake Place 55+ Apartments. Underlying technology includes the My Vivie digital portal supporting customer bill pay, UKG-based employee scheduling, and provider referral intake forms, with HUR-brand smart fitness equipment deployed at Westwood Ridge II and Pioneer Grill restaurants providing community-facing dining at select residences.

The go-to-market is multi-channel and direct-to-consumer: a comprehensive website with service pages, location finder, and active blog drives top-of-funnel inquiries; community events (21st annual Vivie 5K/10K Walk & Run, 20th annual Golf Classic, Community Picnics) build awareness and fundraise through the Vivie Foundation; healthcare provider referral networks capture bottom-of-funnel demand for home health, hospice, and post-acute care; and the consulting line uses a sales-led motion targeting values-driven peer organizations. The customer base is segmented into seniors 55+ and their families/caregivers (primary), post-acute care patients (primary), senior living organizations seeking consulting (secondary), and end-of-life care recipients (secondary).

Name

Vivie (formerly Knute Nelson)

Legal name

Vivie

Website

https://vivie.org

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Vivie (formerly Knute Nelson) is a non-profit integrated senior care organization operating across Minnesota, North Dakota, and Wisconsin. With 2,300+ team members serving 13,000+ individuals annually, it delivers independent living, assisted living, memory care, skilled nursing, home health, hospice, and rehabilitation across 25+ branded residential locations.

Ownership category

akta.pro rank

Product category

Senior Living and Senior Care Services

NAICS

Continuing Care Retirement Communities (623311), Assisted Living Facilities for the Elderly (623312), Nursing Care Facilities (Skilled Nursing Facilities) (62311), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Home Health Care Services (8082), Services-Skilled Nursing Care Facilities (8051)

akta.pro primary industry

Nonprofit / Faith-Based CCRCs (HLADAEAC)

akta.pro secondary industries

Multi-Campus / Regional CCRC Networks (HLADAEAF), Continuing Care Retirement Communities (CCRC) with Memory Care (HLADACAD)

Keywords

• Senior living services
• Home health care
• Hospice care
• Memory care programs
• Rehabilitation therapy services

Headquarters

HQ city

Alexandria

HQ country

United States

HQ region

North America

Offices24 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Senior Living Residential Fees: Monthly rent for independent senior living, assisted living, enhanced assisted living, and memory care apartments. Includes utilities, amenities, and varying levels of care support.
2. Home Health Care Services: In-home medical and personal care services including skilled nursing, therapy services (physical, occupational, speech), and personal assistance.
3. Hospice Care: End-of-life care services including medical care, pain management, spiritual support, and bereavement services.
4. Transitional Care / Short-Term Rehab: Short-term rehabilitation services following hospitalization or surgery, billed daily with accepted insurance plans including Medicare, Medica, BCBS, UHC, Humana, Aetna, HealthPartners, Cigna.
5. Care Packages and Add-On Services: Additional fee-based services such as medication management, meal plans, housekeeping, laundry, diabetes care, INR monitoring, wound care, and enhanced personal care.
6. Consulting and Management Partnerships: Strategic consulting and management services for values-driven senior living organizations including operational support, compliance, and business development.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Vivie is a non-profit senior care organization that operates a continuum of senior living residences (independent living, assisted living, enhanced assisted living, memory care, skilled nursing, short-term and respite care) alongside in-home clinical services including home health care, hospice, population health management, and rehabilitation (physical, occupational, and speech therapy). It supplements these core services with wellness programs featuring warm-water pools and fitness centers, on-site dining through the Pioneer Grill brand, and management/consulting services for peer senior living organizations, serving more than 13,000 individuals annually across Minnesota, North Dakota, and Wisconsin.

Product overview

Vivie (formerly Knute Nelson) is a senior living and integrated health care organization offering a comprehensive continuum of services across Minnesota, North Dakota, and Wisconsin. Its core portfolio includes residential senior living options (independent, assisted, enhanced assisted, memory care, long-term care, short-term/respite care) and at-home services (home health care, hospice, population health management, and rehabilitation — physical, occupational, and speech therapy). Wellness programs with fitness centers and holistic health offerings operate at multiple residences. On-site dining is provided through the Pioneer Grill restaurant, bistro, and catering brand. Vivie also provides strategic consulting services to peer senior living organizations and operates a digital portal (My Vivie) for bill payment, employee scheduling, and provider referrals. The organization encompasses multiple branded senior living residences including Grand Arbor (Alexandria), Westwood Ridge I & II (West St. Paul), The Plaza (Anoka), Walker Place (Minneapolis), Highview Hills (Lakeville), Northfield Retirement Community (joined June 2025), and others, collectively serving more than 13,000 individuals annually with over 2,300 team members.

Differentiator

Problem solved

Functional benefit

Products and services

• Senior Living Independent senior living apartments offering maintenance-free lifestyle with amenities, social calendar, and on-site support; residents can transition to higher care levels without leaving the community.
• Assisted Living Personalized daily support including help with dressing, grooming, medication management, and meals, while residents maintain independence with 24/7 on-site team availability.
• Memory Care Specialized secure care for individuals with memory loss featuring structured routines, life-enriching activities, behavior monitoring, and 24/7 team support in a nurturing environment.
• Long-Term Care Ongoing residential care for individuals requiring sustained daily support, providing continuous nursing care and assistance with routine activities.
• Short-Term Care Temporary residential care following illness, injury, or surgery to support recovery before returning home, including transitional care and short-term rehab.
• Respite Care Short-term care stays providing 24/7 support, meals, and activities for individuals while their regular caregivers take a break or during travel.
• Home Health Care In-home medical and personal care services bringing skilled nursing, therapy, and daily living support directly to patients across Minnesota, North Dakota, and Wisconsin.
• Hospice End-of-life care providing pain management, emotional and spiritual support, therapeutic services (Healing Touch, massage, music therapy), and bereavement support for patients and families.
• Population Health Care management and coordination services helping individuals navigate complex health situations by addressing both medical and social needs, connecting clients and caregivers with resources.
• Rehabilitation Services Physical, occupational, and speech therapy services available inpatient, outpatient, and in-home; physical therapy restores strength, flexibility, and mobility; occupational therapy supports daily independence; speech therapy addresses communication, cognition, and swallowing after stroke or injury.
• Wellness Programs Fitness classes, personal training, warm-water pool access, rehabilitation support, and holistic health programs at wellness centers across multiple Vivie residences, open to residents and community members aged 45 and older.
• Pioneer Grill Full-service restaurants, bistros, and catering available at select Vivie residences; Pioneer Grill restaurants offer chef-prepared meals to residents and the public, the bistro provides grab-and-go options, and catering serves events on and off site.
• Senior Care Consulting Strategic consulting and management services for values-driven senior living organizations, covering building development, strategic planning, sales, operational performance, compliance, marketing, IT, HR, fundraising, food services, and finance.
• My Vivie (Customer & Provider Portals) Online portals providing customers access to bill payment, team members access to UKG scheduling and the e-store, and providers access to referral intake forms for home health care, hospice, and senior living.
• Vivie Foundation The charitable arm of Vivie that raises funds for life-enriching programs including creative arts, music, wellness, social events, and lifelong learning across Vivie communities; hosts annual events including the Vivie 5K/10K Walk & Run and Golf Classic.
• Grand Arbor by Vivie Senior living community in Alexandria, MN offering independent senior living, assisted living, enhanced assisted living, and memory care with amenities including a wellness center, warm-water pool, Pioneer Grill, movie theater, and woodworking shop.
• Westwood Ridge I & II by Vivie Two-building senior living campus in West St. Paul, MN with independent and assisted living at Westwood Ridge I, and enhanced assisted living, memory care, and a Transitional Care Unit at Westwood Ridge II; features smart HUR-brand fitness equipment and Parkinson's specialty programs.
• Nelson Care Center by Vivie Skilled nursing facility in Alexandria, MN that earned a CMS 5-star rating following its March 2025 survey, providing short-term rehabilitation and long-term care services.
• Northfield Retirement Community by Vivie Senior living community in Northfield, MN serving older adults since 1969, offering assisted living, memory care, and enhanced care services; joined Vivie in June 2025 with 170+ team members and 370+ residents.
• The Plaza (Cityview & Gardens) by Vivie Senior living community in Anoka, MN with Cityview and Gardens locations offering independent and assisted living, featuring a pedicab program for resident outings and life enrichment activities.

Quantifiable outcome

• Nelson Care Center achieved CMS 5-Star Rating following March survey
• +2 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Ethos Home Health Care and HospicecoreStrategic or Co-development PartnerManagement partnership providing strategic guidance and operational support for Ethos Home Health Care and Hospice organization.
• Pelican Valley Senior LivingcoreStrategic or Co-development PartnerManagement partnership with Pelican Valley Senior Living, providing operational expertise and support services.
• Franciscan Sisters of Little FallscoreStrategic or Co-development PartnerStrategic partnership with Franciscan Sisters of Little Falls (FSLF) organization, offering management and consulting services.
• Glenwood Retirement VillagecoreStrategic or Co-development PartnerManagement partnership with Glenwood Retirement Village, providing operational guidance and support.
• Heritage Living CentercoreStrategic or Co-development PartnerStrategic management partnership with Heritage Living Center for operational excellence.
• Havenwood of Onalaska Senior LivingcoreStrategic or Co-development PartnerManagement partnership with Havenwood of Onalaska Senior Living, providing comprehensive operational support.
• Lake Place 55+ ApartmentscoreStrategic or Co-development PartnerStrategic partnership with Lake Place 55+ Apartments, offering management and consulting services.
• Anderson Race ManagementminorGTM or Marketing PartnerEvent partner handling logistics for the Vivie 5K/10K Walk & Run with care and excellence.
• Colliers MortgageminorGTM or Marketing PartnerSprinter Level sponsor for 2025 Vivie 5K/10K Walk & Run event.
• Gallagher Benefit ServicesminorGTM or Marketing PartnerRunner Level sponsor for 2025 Vivie 5K/10K Walk & Run event.
• The Minnesota Star TribuneminorGTM or Marketing PartnerRunner Level sponsor for 2025 Vivie 5K/10K Walk & Run event.
• Triune Leadership ServicescoreImplementation/ SI/ Consulting PartnerLeadership development training provider leading Vivie's servant leadership development series for directors and managers.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Lifespace Communities: Nonprofit operator of continuing care retirement communities across multiple states with comparable continuum-of-care services including independent living, assisted living, memory care, and skilled nursing. Direct peer given nonprofit status, CCRC structure, and similar resident demographic.
• Cassia: Minnesota-based nonprofit (formed by merger of Augustana Care and Elim Care) operating independent living, assisted living, memory care, skilled nursing, and home health across multiple states. Direct peer given comparable nonprofit model, faith-based roots, and continuum-of-care delivery.
• Presbyterian Homes & Services: Minnesota-based nonprofit senior living and care provider offering independent living, assisted living, memory care, skilled nursing, and home health across the Twin Cities and greater Minnesota. Direct peer given overlapping geography, nonprofit/faith-based mission, and comparable continuum-of-care model.
• Ebenezer (Fairview Health Services): Minnesota-based nonprofit senior living and care division of Fairview Health Services, operating independent living, assisted living, memory care, skilled nursing, and home health across the Twin Cities and broader Minnesota. Direct peer given Minnesota-centric footprint, nonprofit model, and full continuum of care.
• Ecumen: Minnesota-headquartered nonprofit senior housing and services organization operating independent living, assisted living, memory care, skilled nursing, and home health across Minnesota and surrounding states. Direct peer by virtue of similar scale, geographic focus, and full continuum of care under a faith-inspired mission.
• Walker Methodist (acquired): Minneapolis-based nonprofit senior living and care organization offering independent living, assisted living, memory care, skilled nursing, and rehabilitation across the Twin Cities metro. Direct peer given near-identical Minnesota focus, nonprofit model, and service mix; Vivie acquired this organization in August 2023.
• Benedictine Health System: Nonprofit Catholic-sponsored senior care organization providing independent living, assisted living, memory care, skilled nursing, and rehabilitation across Minnesota and the upper Midwest. Direct peer given faith-based nonprofit structure, regional footprint, and similar service mix.

Broad incumbents

• Atria Senior Living: National for-profit operator of senior living communities offering independent living, assisted living, and memory care across the US, with growing presence in the upper Midwest. Broad incumbent given larger scale, for-profit ownership, and broader geographic reach; overlaps with Vivie on assisted living and memory care offerings.
• Brookdale Senior Living: Largest US senior living operator with national footprint offering independent living, assisted living, memory care, skilled nursing, and home health across most states. Broad incumbent given larger scale and for-profit ownership; competes with Vivie in select Minnesota markets but operates a much broader portfolio across unrelated geographies.
• Sunrise Senior Living: National for-profit senior living operator specializing in assisted living and memory care with communities across the US, including a presence in Minnesota. Broad incumbent given larger scale, premium positioning, and broader portfolio focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/vivieforlife

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vivie (formerly Knute Nelson)