A Message from Our CEO: NVNA and Hospice Rebrands as Croí Health

One thing is for is for certain: Uncertainty is endemic in healthcare today. Across the board, including NVNA and Hospice, the industry faces serious headwinds in caring for the communities we serve. The only way to maintain momentum is to continue to innovate and look to the future for what’s next. 

That's why NVNA and Hospice is rebranding as Croí Health. On December 1, 2025, we will have a new name. What won’t change is who we are and what we do. As I have received some questions about what prompted the change, I wanted to share how and why we came to this decision. 

First, it is important to state that this is not a merger or an acquisition. This is not a private equity play. We are not evolving from a non-profit to a for-profit agency. We remain 100 percent independent with the same team you know and trust. Only our name will change.  

NVNA and Hospice was founded more than 100 years ago as the Norwell Visiting Nurse Association. By the late nineties, as the agency started to expand into new territories, Norwell was replaced with “N” to overcome the descriptive limitations of the single town. Later, the word “Hospice” was incorporated to denote the addition of this service line. Today, we serve 27 towns, operate the Pat Roche Hospice Home, and lead the region’s only primary in-home palliative care program, all while maintaining our daily census of 1,200 patients.

In 2023 our Board commissioned a case for the Voices Campaign, which was publicly launched earlier this month. Comprehensive interviews with more than 100 stakeholders, donors, board members, patients, families and staff led to a 65-page report outlining and recommending the pieces to launch the $20 million campaign for access to care. Of 10 specific recommendations, one consistent theme was updating the agency’s name to bring us forward into the organization’s next chapter – and reflect the scope of our service area and clinical platform.

Once we settled on the idea of changing the name, we embarked on a nearly year-long effort to do so thoughtfully and conscientiously. Let me tell you, naming is hard. Finding meaning in a name that speaks to a mission isn’t without difficulty.

We ultimately chose Croí, which is Irish for ‘heart’. Heart is at the center of what we do, and the compassionate skilled care we provide to families in homes across the region. Croí Health is a name that will carry us into the future. We are evolving in response to our patients’ needs as we collaborate with our physician colleagues to advance our care in the home with more complex offerings.