Jay Greenberg, ScD

CEO, NCOA Services, LLC

NCOA staff

Areas of Expertise

  • Healthy Aging
  • Social Enterprise


Jay Greenberg leads NCOA Services, LLC, NCOA’s wholly owned subsidiary that partners with both for-profit and nonprofit organizations to develop creative solutions to address the challenges of aging in America and bring them to scale nationwide.

A current focus of that work is widespread diffusion of Stanford University’s evidence-based online self-management workshops including Chronic Disease Self Management, Arthritis, Diabetes, and an online workshop designed for family caregivers.

Over the last three plus decades, Greenberg has played leadership roles in university, not-for-profit, for-profit start-ups, and publicly traded company settings. Prior to joining NCOA, he was the president of LivHOME, Inc., the largest at-home assisted-living company in California.

Greenberg has served on the board of directors of Group Health Inc. of Minnesota (now Health Partners), was an officer of United HealthGroup Inc., and served as president of one of United’s wholly owned business units. As part of his work at United HealthGroup, he led the development and implementation of the CalPERS long-term care insurance program, and he developed the evaluation framework for the initial phases of the Evercare national demonstration project.

Greenberg co-founded two successful entrepreneurial health companies – LifePlans Inc. and The Long Term Care Group (now part of Univita Health). While he was director of long-term care at Brandeis University’s Health Policy Institute, he directed the National Social/HMO demonstration project – a forerunner to Medicare Special Needs Plans.

Greenberg began his career as a member of the faculty of the University of Minnesota’s Humphrey Institute for Public Policy and its Center for Health Services Research. He received an ScD in Health Services Administration and an MS in Biostatistics from Harvard University’s School of Public Health and a BA in economics from the University of California at Los Angeles (UCLA).