Wisconsin Assisted Living Association

What Wisconsin Assisted Living Association does

Wisconsin Assisted Living Association (WALA) is a private nonprofit trade association headquartered in Madison, Wisconsin, that serves as the largest association representing the assisted living profession in the state. It operates a two-tier membership model: Provider members, who are owners and operators of Adult Family Homes (AFH), Community-Based Residential Facilities (CBRF), and Residential Care Apartment Complexes (RCAC) in Wisconsin, and Associate members, who are vendors and service providers to the industry. Revenue is generated primarily through recurring annual membership dues (Provider dues range from $273 flat for 1–10 bed facilities to $25.30 per bed for 11+ bed facilities; Associate dues are tiered from $451 to $1,485 based on gross annual revenue), supplemented by fees from the state-mandated 83.15 CBRF Administrator Course, conference and event registrations, Diamond Accreditation, and Elite Business Partner sponsorships.

WALA's core products and services include the WALA Membership Services bundle (advocacy, compliance resources, member compass portal, newsletters, directories), the 83.15 CBRF Administrator Course (a state-required credentialing program offered multiple times per year at $1,950 for members and $2,450 for non-members), the Diamond Accreditation quality program, Management Essentials workshops, the WALA Career Center and Career Fair (workforce development), and event-based programs including Spring/Fall conferences and the Autumn Golf Classic. Member-exclusive benefits include access to affordable professional liability insurance (M3), a workers' compensation program (SFM), a legal line (Reinhart Boerner Van Deuren), crisis communications services, and Herzing University tuition reduction.

The underlying technology stack is minimal and operational rather than product-centric: WALA uses Novi AMS (an off-the-shelf association management platform) for member management, event registration, and communications. The organization has no proprietary technology platform, no AI/ML capabilities, and no app. Its go-to-market is event-driven and sales-led, combining direct website enrollment, staff-assisted sales (608-288-0246), and event-based distribution across Wisconsin. The association is governed by a Board of Directors that approves membership applications, and it is affiliated nationally with Argentum. As a nonprofit funded by membership dues, WALA has no parent company, no outside investors, and no disclosed financial figures.

Name

Wisconsin Assisted Living Association

Legal name

Wisconsin Assisted Living Association

Website

https://ewala.org

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Wisconsin Assisted Living Association (WALA) is a nonprofit trade association serving assisted living facility operators (AFH, CBRF, RCAC) and industry vendors in Wisconsin, providing membership services, state-mandated training, advocacy, and workforce development programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Madison

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. Provider Membership Dues: Annual membership dues charged to assisted living facility operators (AFH, CBRF, RCAC). Pricing is based on bed count: $25.30 per bed for providers with 11+ beds, or $273 flat fee for 1-10 bed facilities. Memberships run on the calendar year expiring December 31.
2. Associate Membership Dues: Annual membership dues for vendors and service providers serving assisted living facilities. Tiered pricing based on gross annual revenue: $451 for $0-$250K, $1,008 for $250K-$1M, and $1,485 for above $1M.
3. CBRF Administrator Training Course: WALA offers the state-required 83.15 CBRF Administrator Course three times per year. The course requires a $300 non-refundable application fee plus course fees of $1,950 for members and $2,450 for non-members. Discounts available through the Diamond accreditation program.
4. Event Registrations: Registration fees for various educational events including Management Essentials workshops, webinars, annual conferences, career fairs, and specialized training sessions. Pricing varies by event type and member status.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

WALA is a nonprofit trade association that sells annual membership services to Wisconsin assisted living providers (AFH, CBRF, RCAC operators) and associate vendor members, granting access to legislative advocacy, compliance resources, training courses, networking events, liability insurance programs, and the Member Compass portal. It also delivers fee-based educational programs such as the state-required 83.15 CBRF Administrator Course and Management Essentials workshops, and operates the Diamond Accreditation quality program.

Product overview

The Wisconsin Assisted Living Association (WALA) operates as a trade association, not a software product company. Its service portfolio is centered on membership-based advocacy, education, and professional development for assisted living providers in Wisconsin. The core offering is WALA Membership Services, which provides access to advocacy representation, compliance resources, networking, and operational support. Supporting this core are specialized programs including the 83.15 CBRF Administrator Course (state-required training for facility administrators), the Diamond Accreditation Program (quality recognition), Management Essentials Training (ongoing workshops), a Career Center (job posting and workforce development), a Provider Directory (facility search), an Associate Directory (vendor connections), Member Compass (exclusive member portal), the WALA Advocate Newsletter, and various Events and Conferences. These offerings collectively serve the assisted living industry through advocacy, education, quality initiatives, and member services rather than through a unified software platform.

Differentiator

Problem solved

Functional benefit

Brands

• Diamond Program: WALA Diamond Accreditation Program for assisted living communities demonstrating quality standards.

Products and services

• WALA Membership Services Annual trade association membership for Wisconsin assisted living providers (AFH, CBRF, RCAC) and associate vendor members, providing advocacy, compliance resources, networking, training discounts, liability insurance access, and legislative updates.
• 83.15 CBRF Administrator Course State-required training course for Community-Based Residential Facility (CBRF) administrators, offered multiple times per year in person and virtually, with a $300 application fee plus $1,950 (members) / $2,450 (non-members) course fee.
• Diamond Accreditation Program Quality assurance and accreditation program recognizing assisted living communities that meet established standards of care and operations, with discounts on courses and events for participants.
• WALA Management Essentials Training Year-round educational workshops covering leadership, compliance, clinical topics, and workforce development for assisted living professionals.
• WALA Career Center Job posting and career fair platform connecting assisted living providers with potential employees, including workforce development initiatives such as the annual Career Fair.
• Provider Directory Searchable online directory listing WALA member assisted living facilities across Wisconsin, filterable by location and services.
• Associate Directory (Industry Experts) Resource directory connecting assisted living providers with vendors and service providers across categories including construction, insurance, legal services, technology, and regulatory consulting.
• WALA Annual Conferences and Events Annual Spring and Fall conferences, golf classics, career fairs, and educational events providing networking and professional development opportunities for members.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• ArgentumcoreStrategic or Co-development PartnerArgentum is WALA's national affiliate partner, connecting Wisconsin's assisted living industry with national senior living advocacy, research, and resources. WALA represents Wisconsin in Argentum's state partner network.
• ECP Assisted Living SoftwareminorGTM or Marketing Partner2026 Elite Business Partner Sponsor providing assisted living software solutions to the industry.
• Reinhart Boerner Van Deuren s.c.minorGTM or Marketing Partner2026 Elite Business Partner Sponsor providing legal services. WALA provides Reinhart Legal Line as an exclusive member benefit.
• EasyShifts.com LLCminorGTM or Marketing Partner2026 Elite Business Partner Sponsor providing workforce scheduling solutions for assisted living facilities.
• M3 InsuranceminorGTM or Marketing Partner2026 Elite Business Partner Sponsor. WALA members receive access to affordable professional liability insurance through M3.
• SFM - The Work Comp ExpertsminorGTM or Marketing Partner2026 Elite Business Partner Sponsor and provider of WALA's Workers' Compensation Insurance Program. SFM provides specialized workers' comp solutions for assisted living providers.
• Von BriesenminorGTM or Marketing PartnerSponsor for 'Understanding the RN Scope in Assisted Living' event, providing legal and consulting services to healthcare providers.
• Ridley ConsultantsminorImplementation/ SI/ Consulting PartnerLed by Beth Ridley, provides the 'Taking Care of People Who Take Care of People' mental health workshop for WALA members.
• MyEmpowered CareerminorImplementation/ SI/ Consulting PartnerLed by Stephanie Freiboth, provides the 'Cultivating a Stay Culture' workshop focusing on workplace culture development.
• ePlatinum HealthminorImplementation/ SI/ Consulting PartnerLed by Stacie Opahle, provides Medicare 101 educational sessions for WALA members.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Argentum: National senior living industry association and WALA's direct national affiliate. Argentum operates as a broader incumbent serving the entire senior living industry across the U.S., with state partners like WALA extending its reach into Wisconsin.
• National Center for Assisted Living (NCAL): Specialized arm of AHCA focused exclusively on assisted living, providing national advocacy, quality initiatives, and training. WALA participates in this network through its national affiliations.
• LeadingAge (National): National association of nonprofit aging services providers with state partner organizations including LeadingAge Wisconsin. Functions as a broad incumbent peer in the same aging services advocacy space as WALA.
• AHCA/NCAL: American Health Care Association / National Center for Assisted Living, the largest national association representing assisted living and skilled nursing providers. Broad incumbent peer providing national advocacy, with state affiliates performing the same role WALA does in Wisconsin.

Regional players

• Care Providers of Minnesota: Minnesota state association representing aging services providers including assisted living. Operates a similar dues-plus-training-plus-advocacy model in an adjacent Midwestern state with comparable regulatory complexity.
• Health Care Council of Illinois (HCSCI): Illinois-based assisted living and supportive living association providing education, advocacy, and member services. Functions as a state-level peer to WALA in a neighboring Midwest market.
• Ohio Assisted Living Association (OALA): Ohio state association for assisted living providers with advocacy, training programs, and membership dues. Comparable state-level trade association peer in the Midwest with similar member structure.
• Michigan Assisted Living Association (MALA): Michigan's state association for assisted living providers, providing similar education, training, and advocacy services. Closely comparable peer in business model and geography.
• Illinois Assisted Living Association (IALA): State-level assisted living association serving Illinois providers with advocacy, education, and training analogous to WALA's Wisconsin offering. Comparable in scope and operating model but geographically separate.

Direct peers

• LeadingAge Wisconsin: Wisconsin-based statewide association serving aging services providers, including assisted living, nursing, and senior housing members. Closest peer to WALA in mission, geography, and member base, though LeadingAge Wisconsin's scope extends to a broader continuum of care.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/WALAMembership
• LinkedInlinkedin.com/company/wisconsin-assisted-living-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Wisconsin Assisted Living Association