PIEDMONT SENIOR RESOURCES INC

What PIEDMONT SENIOR RESOURCES INC does

Piedmont Senior Resources Area Agency on Aging, Inc. is a private, 501(c)(3) non-profit organization founded in 1978 and headquartered at 1413 South Main Street, Farmville, Virginia. It serves as the designated Area Agency on Aging for the Piedmont Planning District, providing advocacy and supportive services to residents aged 60 and older across seven rural Virginia counties: Amelia, Buckingham, Charlotte, Cumberland, Lunenburg, Nottoway, and Prince Edward. The agency's portfolio spans in-home support (homemaker aid, companion services, minor home repairs), nutrition programs (home-delivered meals, congregate meals at eight Friendship Cafe locations, nutrition counseling, Farm Market Fresh produce coupons), non-emergency medical transportation (a four-van handicap-accessible fleet), Medicare/insurance counseling via VICAP, legal services, the Long-Term Care Ombudsman Program, the Pet Love Program, the Diabetes Prevention Program, and care coordination.

The organization's revenue model is entirely non-commercial: services are delivered free of charge to eligible seniors, funded primarily through the federal Older Americans Act administered via state agencies, supplemented by allocations from the seven local counties, individual/corporate donations, and competitive grants from sources including USAging, Meals on Wheels America, the Virginia Department of Rail and Public Transportation, the TRUIST Foundation, Impact1890, Centra Foundation, and Dominion Energy. Distribution is direct-to-senior via home delivery, congregate sites, transportation vehicles, phone referrals, and healthcare-provider referrals; community-based marketing runs through Facebook, Instagram, local press, and community events such as the Great Duck Derby and Petals & Paws Pet Walk.

Operationally the agency is small (1-10 employees), led by CEO Justine Young (RN, BSN, MBA), with Director-level oversight of Nutrition/Transportation, Programs, and Care Coordination. Technology adoption is limited to standard communications tools (tablets, Zoom for virtual senior connection programs); there is no proprietary software product, mobile app, or API. Strategic posture over the past five years has emphasized programmatic expansion in medical transportation and vaccination outreach, supported by federal COVID-19 relief funds and Aging Innovations Awards from USAging in 2022, 2023, and 2024.

Name

PIEDMONT SENIOR RESOURCES INC

Legal name

Piedmont Senior Resources Area Agency on Aging, Inc.

Website

https://psraaa.org

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Short description

Piedmont Senior Resources Area Agency on Aging is a private 501(c)(3) non-profit founded in 1978, delivering in-home support, nutrition, non-emergency medical transportation, insurance counseling, and advocacy services to residents aged 60 and older across seven rural Virginia counties.

Ownership category

akta.pro rank

Product category

Senior Services / Aging Support Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Social Services (8300), Services-Home Health Care Services (8082)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

akta.pro secondary industries

Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK), Social, Community & Senior Center Outings Transport (HSABAOAG)

Keywords

• Senior support services
• Home-delivered meals
• Non-emergency medical transportation
• Area agency on aging
• Medicare insurance counseling

Headquarters

HQ city

Farmville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Others

Revenue model

1. Government Funding (Older Americans Act): Primary funding source through federal Older Americans Act allocations, administered through state agencies. This funds core nutrition, transportation, and support services.
2. Local County Funding: Secondary funding from the seven local counties served (Amelia, Buckingham, Charlotte, Cumberland, Lunenburg, Nottoway, Prince Edward).
3. Donations and Fundraising: Individual, corporate, and small business donations. Includes annual events like Duck Derby, Pet Walk, and Santa for Seniors program.
4. Federal COVID-19 Relief Funding: Received over $730,000 in federal aid through Families First Coronavirus Act (FFCRA) and CARES Act for emergency senior services during pandemic.
5. Grant Funding: Various grants from organizations including USAging, Meals on Wheels America, TRUIST Foundation, Dominion Energy, Impact 1890, and Virginia Department of Rail and Public Transportation.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Piedmont Senior Resources Area Agency on Aging, Inc. is a private, nonprofit designated Area Agency on Aging that delivers in-home support, nutrition, transportation, insurance counseling, legal services, and advocacy programs to seniors aged 60 and older across seven Virginia counties. Services are provided free of charge to eligible seniors through direct home delivery, eight congregate Friendship Cafe sites, a medical transportation van fleet, and care coordination staff, funded primarily through the Older Americans Act and supplemented by local, state, and foundation grants plus donations.

Product overview

Piedmont Senior Resources Area Agency on Aging, Inc. is a private, non-profit agency serving seniors 60 years of age and older in Virginia's Piedmont region. The organization operates as a multi-service provider offering a comprehensive portfolio of aging support services including nutrition programs (home-delivered meals, congregate meals at Friendship Cafes, nutrition counseling, Farm Market Fresh), transportation services (non-emergency medical transportation), in-home support (homemaker aid, companion services, minor home repairs), insurance counseling (VICAP/Medicare), legal services, care coordination, and specialty programs (Pet Love, Santa for Seniors). Services are designed to help seniors maintain independence and remain safely in their homes. The organization also hosts fundraising events including the Great Duck Derby and Petals & Paws Pet Walk.

Differentiator

Problem solved

Functional benefit

Products and services

• Home-Delivered Meals Frozen and hot meal delivery to homebound seniors aged 60 and older, offering nutritionally balanced, low-salt, heart-healthy options.
• Friendship Cafes (Congregate Meals) Congregate meal programs at eight senior center locations providing hot nutritious meals, health assessments, activities, exercises, and fellowship for seniors.
• Non-Emergency Medical Transportation Transportation services using handicap-accessible vans to transport seniors to medical appointments, funded through DRPT and other grants.
• At-Home Services In-home supportive services including homemaker aid, companion services, and minor home repairs to help seniors remain safely in their homes.
• Virginia Insurance Counseling and Assistance Program (VICAP) Free, unbiased, confidential counseling and assistance for people with Medicare regarding insurance options and enrollment.
• Legal Services Legal assistance services for seniors including matters related to housing, benefits, and rights.
• Long-Term Care Ombudsman Program Advocacy and support services for seniors in nursing and rehabilitation facilities.
• Nutrition Counseling Dietary guidance and nutritional planning services for seniors.
• Farm Market Fresh Program Program offering coupons to low-income seniors aged 60+ for fresh produce at local farmers markets.
• Diabetes Prevention Program Free year-long diabetes prevention workshops and educational programs for seniors.
• Pet Love Program Program providing pet food, supplies, grooming, boarding, and veterinary care assistance to pets of low-income older adults aged 60+.
• Resources for Seniors Information and referral services linking seniors to important community resources and programs.

Quantifiable outcome

• Growing from 20,000 to 100,000 meals annually over four years
• +2 more outcomes

Named customers1 record

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

Twelve partnerships are on record, tiered minor, major and core.

• Farmville Area Chamber of CommerceminorGTM or Marketing Partner · 3 December 2024Partnership for Subaru Share the Love Event kickoff and Chamber After Hours events. Collaborates on community awareness activities.
• Farmville Downtown PartnershipminorGTM or Marketing Partner · 27 June 2024Partnership for 3rd Annual Petals & Paws Pet Walk event at High Bridge Plaza Caboose.
• Hampden-Sydney CollegeminorGTM or Marketing Partner · 27 February 2019H-SC Philanthropy Class provided $2,500 grant for senior medical transportation. Students conducted research and advocacy for the program.
• Real Living CornerstonemajorGTM or Marketing Partner · 1 October 2018Local real estate company and leading sponsor of PSR events. Navona Hart has been a long-term supporter and co-recipient of Corporate Partnership Award from SE4A. Provides venue, supplies, and promotional support for Santa for Seniors and A Racy Affair events.
• Heart of Virginia Free ClinicminorGTM or Marketing Partner · 4 December 2017Donated excess diabetic and nutrition supplies to PSR for distribution to seniors. Ongoing partnership for health-related resources.
• USAgingcoreStrategic or Co-development PartnerNational membership organization for area agencies on aging. PSR is a member and has received multiple Aging Innovations Awards through this partnership. USAging also provides grant funding through programs like the Aging and Disability Vaccination Collaborative.
• Meals on Wheels AmericacoreStrategic or Co-development PartnerNational Meals on Wheels network. PSR is a member and participates in Subaru Share the Love Event. Has received grants including nearly $10,000 for Santa for Seniors program and $1,500 for Pet Love Program.
• Piedmont Health DistrictcoreStrategic or Co-development PartnerPartnership with Virginia Department of Health's Piedmont District for vaccination programs and health services. Collaborated on COVID-19 and flu vaccine outreach and non-emergency medical transportation funding.
• Virginia Department of Aging and Rehabilitative ServicescoreStrategic or Co-development PartnerState agency providing No Wrong Door Award and oversight of Older Americans Act funding. Partners on SNAP enrollment initiatives and other state programs.
• Subaru of AmericamajorGTM or Marketing PartnerParticipates in annual Subaru Share the Love Event. For every new Subaru leased or sold, donation goes to Meals on Wheels and other national charities. PSR benefits through Meals on Wheels America membership.
• North Street Press ClubminorGTM or Marketing PartnerLocal venue hosting A Racy Affair Kentucky Derby fundraiser and provided meals during COVID-19 for isolated seniors. Key community partner.
• Virginia Association of Area Agencies on AgingcoreStrategic or Co-development PartnerState association providing training, advocacy, and peer support for Virginia's area agencies on aging.

Scale indicators12 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Mountain Empire Older Citizens (MECC): Southwest Virginia Area Agency on Aging serving rural communities with comparable demographics. Operates home-delivered meals, transportation, and in-home services for seniors in a rural, low-density geography similar to PSR's Piedmont service area.
• Bay Aging: Virginia Area Agency on Aging serving the Northern Neck and Middle Peninsula. Operates comparable aging-in-place services including home-delivered meals, transportation, and care coordination under the same Older Americans Act framework.
• Rappahannock Area Agency on Aging: Virginia AAA serving the Planning District 16 region. Provides directly comparable Older Americans Act-supported services including Meals on Wheels, transportation, and in-home support for seniors aged 60+.
• New River Valley Agency on Aging: Virginia AAA serving the New River Valley with a similar rural footprint and service portfolio. Directly comparable in funding model, service mix, and target population.
• Valley Program for Aging Services (VPAS): Virginia-based Area Agency on Aging serving seniors in the Shenandoah Valley with a similar portfolio of nutrition, transportation, and in-home services. Directly comparable as a Virginia AAA with an analogous operational model and funding structure.
• Senior Connections (Capital Area Agency on Aging): Capital Area AAA serving greater Richmond. Comparable multi-service AAA delivering nutrition, transportation, in-home services, and insurance counseling through a similar Older Americans Act-funded model.

Broad incumbents

• National Council on Aging (NCOA): National nonprofit advocacy organization serving older adults. Comparable in mission orientation toward senior services and aging-in-place policy, though operating at the national policy/funding level rather than direct service delivery.
• USAging: National membership and advocacy organization for Area Agencies on Aging. PSR is a member and recurring award recipient. Comparable as the broader industry umbrella that defines AAA standards and unlocks national funding.
• Meals on Wheels America: National network organization supporting senior nutrition programs. PSR is a member affiliate receiving grants and Subaru Share the Love funds. Comparable as the national backbone of nutrition services that PSR participates in.

Emerging players

• Visiting Angels: National for-profit in-home senior care franchisor offering personal care, companionship, and transportation services. Comparable as a provider of in-home senior services to the same 60+ demographic, though operating on a paid/fee-for-service model rather than PSR's free government-funded model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Piedmont-Senior-Resources-Area-Agency-on-Aging-840453412736010
• Instagraminstagram.com/piedmontseniorresources
• LinkedInlinkedin.com/company/piedmont-senior-resources-aaa-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 PIEDMONT SENIOR RESOURCES INC