What MemoryCare does

MemoryCare is a 501(c)-style nonprofit charitable organization founded in 2000 by geriatrician Dr. Margaret Noel in Asheville, North Carolina, that delivers specialized medical care to older adults with Alzheimer's disease and other cognitive impairments alongside structured caregiver education, counseling, and peer support for their families. Its service portfolio centers on the proprietary Caregiver College — a six-session interactive curriculum validated through peer-reviewed publication in the Journal of Alzheimer's Disease (April 2022) and awarded the 2021 American Geriatric Society Presidential Best Abstract Award — supplemented by one-on-one Care Consultations, county-based MemoryCaregivers Network support groups spanning 11+ western North Carolina counties, an advanced Deep Dives webinar series, a Helpful Videos library, and the physical Lebedeff Eldercare Resource Center opened in 2001. Care is delivered at two clinic locations — the SECU Center for MemoryCare in Asheville (headquarters, on the Givens Estates campus) and a satellite clinic at the Haywood County Senior Resource Center in Waynesville — with virtual programming delivered via Zoom.

The underlying technology is not a software platform; rather, MemoryCare's "platform" is its integrated clinical-and-caregiver-support protocol and multidisciplinary care team, supported by operational tooling such as an online Healow Pay billing portal and Constant Contact email distribution to 4,000+ subscribers. The revenue model blends three streams: (1) charitable donations and fundraising, which the organization states accounts for approximately 50% of its budget (58% per the 2020 annual report), structured across Friend/Advocate/Champion/Visionary tiers, recurring monthly gifts, DAF grants, stock transfers, and an Annual Fund; (2) Medicare and insurance reimbursement under CPT code 99483 ($282 per cognitive-impairment assessment and care planning visit) for clinical services; and (3) caregiver cost-sharing fees for the family-inclusive portion of appointments not covered by insurance, with financial assistance available through the Virginia H. Templeton, M.D. Family Support Fund. As of mid-2024, MemoryCare was selected as one of ~400 participants nationwide in the CMS GUIDE (Guiding an Improved Dementia Experience) Model, materially expanding its Medicare-funded care coordination and respite-service capacity.

Name

MemoryCare

Legal name

MemoryCare

Website

https://memorycare.org

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

MemoryCare is a nonprofit founded in 2000 that provides specialized dementia medical care, the six-session Caregiver College education program, peer support groups, and care consultations for families affected by Alzheimer's and other cognitive impairments in western North Carolina.

Ownership category

akta.pro rank

Product category

Dementia and Memory Care Services

NAICS

Services for the Elderly and Persons with Disabilities (62412), Services for the Elderly and Persons with Disabilities (624120), Nursing and Residential Care Facilities (623)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Memory Care Care Management & Navigation (Dementia Care Coordination) (HLADACAJ)

akta.pro secondary industry

Memory Care Respite (Short-Term) (HSABAEAD)

Keywords

• Dementia medical care
• Caregiver education programs
• Memory care services
• Geriatric healthcare
• Cognitive impairment support

Headquarters

HQ city

Asheville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Charitable donations and fundraising: MemoryCare relies heavily on charitable donations, with 50% of its budget coming from fundraising efforts. The organization maintains donor tiers (Friend, Advocate, Champion, Visionary) with associated perks and recognition. Sponsorships are available at multiple levels ($500-$10,000), and the organization accepts donations online, monthly recurring gifts, stock transfers, IRA charitable distributions, DAF grants, and bequests. The Annual Fund drives regular giving, supplemented by Giving Tuesday campaigns.
2. Medicare and insurance reimbursement: MemoryCare receives reimbursement from Medicare and other insurance providers for a portion of its services. The CPT code 99483 for assessment and care planning of patients with cognitive impairment pays $282 per patient. According to the 2020 annual report, 58% of funding came from charitable support, with the remainder partially covered by public and private medical reimbursement.
3. Caregiver fees and cost-sharing: Due to the comprehensive nature of appointments that involve both patients and their families, only a portion of services are covered by Medicare and insurance. MemoryCare uses a cost-sharing system with caregiver fees to support the remaining costs. Financial assistance is available through the Virginia H. Templeton, M.D. Family Support Fund for families regardless of financial circumstances.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

MemoryCare is a nonprofit medical practice that provides specialized memory care services, including comprehensive assessments, care planning, and ongoing medical care for older adults with Alzheimer's disease and other dementias. The organization integrates clinical care with caregiver education and counseling, anchored by its flagship Caregiver College program and Care Consultation services, delivered across clinics in Asheville and Waynesville, NC.

Product overview

MemoryCare offers a comprehensive suite of dementia care services centered around its core Caregiver College education program and Care Consultation services. The organization operates as a nonprofit healthcare provider (not a residential community) with two physical clinic locations in Asheville and Waynesville, NC. The service portfolio includes structured six-session caregiver education courses, one-on-one care consultations, county-based peer support groups, an advanced Deep Dives webinar series, a library of educational videos, a physical resource center with lending materials, participation in the CMS GUIDE Model for dementia care, and a curated directory of external caregiver resources. The integrated model combines specialized medical care for patients with cognitive impairment alongside education, counseling, and support services for caregivers and families.

Differentiator

Problem solved

Functional benefit

Brands

• Caregiver College: A series of six interactive sessions designed to help caregivers understand causes of dementia, available treatments, community resources, and coping strategies.
• Caregiver College
• MemoryCaregivers Network
• Lebedeff Eldercare Resource Center

Products and services

• Caregiver College
• Care Consultation Program
• MemoryCaregivers Network Support Groups

Quantifiable outcome

• Caregiver College demonstrated positive improvements in caregiver confidence and self-efficacy. Participants reported equivalent satisfaction to in-person education, with added benefits of not needing to travel or arrange companion care for their loved one.
• +1 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and supporting.

• Centers for Medicare & Medicaid Services (CMS)coreStrategic or Co-development Partner · 8 July 2024MemoryCare was selected by CMS to participate in the Guiding an Improved Dementia Experience (GUIDE) Model, one of nearly 400 participants building Dementia Care Programs (DCPs) nationwide. Under this Medicare alternative payment model, MemoryCare will work to increase care coordination and improve access to services including respite care for people living with dementia and their caregivers. The model was launched on July 1, 2024.
• Givens EstatescoreStrategic or Co-development PartnerMemoryCare's Asheville clinic is located next to Givens Manor on the Givens Estates campus. Givens Estates is a senior living community that hosts MemoryCare's primary clinical facility.
• MAHEC (Mountain Area Health Education Center)supportingStrategic or Co-development PartnerMAHEC facilitated the presentation of the Georgia Crump Certified Nursing Assistant Award at their CNA conference. MAHEC is a regional health education center serving western North Carolina.
• MAHEC (Mountain Area Health Education Center)supportingStrategic or Co-development PartnerMAHEC facilitated the presentation of the Georgia Crump Certified Nursing Assistant Award at their CNA conference. MAHEC is a regional health education center serving western North Carolina.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Alzheimer's Association: National nonprofit providing Alzheimer's disease advocacy, education, and caregiver support programs including 24/7 helplines and support groups. Compares to MemoryCare as a peer in the caregiver education and community-based dementia support space, though it operates at much greater scale and geographic breadth than MemoryCare's regional focus.
• Fisher Center for Alzheimer's Research at Rockefeller University: Major nonprofit research and education organization producing Alzheimer's educational content and caregiver resources (alzinfo.org). Compares through its caregiver-education mission and outreach approach, though distinguished by research orientation and national scale.
• UsAgainstAlzheimer's: National advocacy and patient/caregiver engagement organization driving Alzheimer's policy and dementia-care innovation. Comparable mission around caregiver empowerment and dementia-care reform, operating at policy/advisory scale versus MemoryCare's direct service delivery.
• Banner Alzheimer's Institute: Large clinical and research operation dedicated to Alzheimer's treatment, prevention, and caregiver support, operating within Banner Health. Comparable in offering integrated clinical memory care with caregiver education, but operates as a hospital-affiliated program with substantially greater clinical and research infrastructure than MemoryCare.

Emerging players

• Hilarity for Charity: National nonprofit founded by Seth Rogen and Lauren Miller Rogen focused on Alzheimer's caregiver support, education, and direct care grants. Compares as a peer in caregiver-focused nonprofit programming, though emphasizes direct family grants and younger-onset caregiver education.
• Lewy Body Dementia Association: National nonprofit providing Lewy Body Dementia-specific caregiver support, education, and resources. Comparable as a specialty dementia caregiver-support organization; MemoryCare's services include Lewy Body education as part of its portfolio.
• Positive Approach to Care (Teepa Snow): Education and training organization offering dementia-care certification and caregiver curricula used by healthcare professionals and family caregivers. Comparable as a content/training organization serving the dementia caregiver market with structured, evidence-informed education.

Others

• Givens Estates: Senior living community in Asheville, NC, on whose campus MemoryCare's primary SECU Center for MemoryCare clinic is located. Functions as a strategic facilities partner and ecosystem collaborator, rather than a direct clinical competitor.
• MountainCare (MemoryCare-affiliated): Western North Carolina aging-services nonprofit that collaborates with MemoryCare on caregiver programming and resources. Thematically aligned as a regional aging-care organization, occasionally referenced in MemoryCare materials as a partner in caregiving programs.

Direct peers

• Memory Matters: Hilton Head-based nonprofit providing similar integrated programs of memory care education, caregiver support, and community-based services for individuals with dementia and their families. Highly comparable operating model (respite, day programs, caregiver education) at comparable regional nonprofit scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Memorycare1
• LinkedInlinkedin.com/company/memorycare-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 MemoryCare