Azura Memory Care and Assisted Living

Background

Azura Memory Care and Assisted Living, founded in 2010, is a Wisconsin-based provider specializing in memory care and assisted living services. The company's mission is to transform the culture of care by offering compassionate, personalized services in secure, homelike settings. Azura is recognized for its innovative therapies and creative care services, aiming to enhance the quality of life for individuals with Alzheimer's disease and other forms of dementia.

Key Strategic Focus

Azura's strategic focus centers on delivering specialized memory care and assisted living services through its proprietary MOSAIC training program. This evidence-based approach ensures that all team members have an enhanced understanding of memory loss and are equipped to communicate effectively with and engage residents. The company operates multiple communities across Wisconsin, including locations in Beloit, Clinton, Eau Claire, Kenosha, Manitowoc, Monroe, Oak Creek, Oconomowoc, Oshkosh, Sheboygan, Stoughton, and Wausau, with continued expansions underway.

Financials and Funding

As of May 2025, Azura Memory Care and Assisted Living reported annual revenues of approximately $75 million. The company has raised a total of $4.9 million in funding, with the most recent round occurring on April 19, 2019.

Technological Platform and Innovation

Azura distinguishes itself through its proprietary MOSAIC training program, an evidence-based, cutting-edge initiative designed to enhance team members' understanding of memory loss. This program emphasizes personalized communication and engagement strategies, ensuring that residents receive individualized care tailored to their specific needs.

Leadership Team

Azura's leadership team is dedicated to upholding the company's mission and values. Key executives include:

Josh McClellan, CEO and Founder

Jill Kreider, President

Their combined expertise and commitment have been instrumental in Azura's growth and reputation in the senior living industry.

Competitor Profile

Market Insights and Dynamics

The senior living industry is experiencing significant growth, driven by an aging population and increasing demand for specialized care services. The market is characterized by a diverse range of providers offering independent living, assisted living, and memory care services.

Competitor Analysis

Key competitors in the senior living industry include:

Brookdale Senior Living: One of the largest senior living providers in the U.S., offering a range of services including independent living, assisted living, and memory care.

Sunrise Senior Living: Operates over 270 communities across the U.S. and Canada, providing independent living, assisted living, and memory care services.

Kisco Senior Living: Manages 34 communities offering independent living, assisted living, and memory care, with a focus on premium locations and enhanced hospitality services.

Atria Senior Living: Manages over 200 communities in the U.S. and Canada, providing independent living, assisted living, and memory care services.

Azura differentiates itself through its specialized focus on memory care and its proprietary MOSAIC training program, setting a high standard for personalized care.

Strategic Collaborations and Partnerships

Azura has established partnerships with various organizations to enhance its service offerings and community engagement. Notably, all Azura Memory Care communities were honored in the Best of Senior Living 2021 list by SeniorAdvisor.com and A Place for Mom, reflecting the company's commitment to excellence in senior care.

Operational Insights

Azura's strategic considerations include maintaining a high caregiver-to-resident ratio, ensuring Registered Nurse oversight, and providing tailored activities to enhance residents' quality of life. The company's focus on innovative design concepts, such as circadian lighting systems and age-in-place bathrooms, further supports its commitment to creating a nurturing environment for residents.

Strategic Opportunities and Future Directions

Looking ahead, Azura aims to continue expanding its presence in Wisconsin and potentially beyond, leveraging its strong reputation and innovative care models. The company's commitment to personalized, evidence-based care positions it well to meet the evolving needs of the aging population and to set new standards in memory care and assisted living services.