Joel Landau is a leader and entrepreneur committed to redesigning the complex healthcare industry to create better patient experiences, especially for the elderly.


Joel Landau, founder and chairman of The Allure Group, a network of six New York City-based nursing homes, is a highly successful entrepreneur whose passion is creating and supporting the development of innovative, transformative healthcare programs. Joel, keenly focused on serving high-risk elderly and underserved populations, has partnered with healthcare leaders to grow companies that have profoundly improved lives. Joel’s unique insights and boundless energy make him a source of inspiration for all who associate with him.

As the driving force behind The Allure Group, Joel has overseen the acquisition and transformation of underperforming nursing homes into post-acute rehabilitation centers and long-term care programs that set the highest standard of care in the New York City area. These facilities combine the appearance and amenities of five-star hotels with cutting-edge technology and first-rate staff to cater to the unique needs of each community they serve, while maintaining preferred referral status with its neighboring hospital systems. Each center, which maintains a CMS star rating reflective of consistent improvement for staffing, quality and patient experience, also participates in bundled payment programs, treat-in-place models and other post-acute initiatives with various health plans.

Joel is also founder and chairman of the board of Alpha Care Health Plans, which since 2009 has offered to high-risk elderly New York State Managed Long-Term Care (MLTC), Medicare Advantage products for dually eligible members (DSNP) as well as Institutional Needs Plan (ISNP) for Medicare eligible residents of long-term nursing homes. The plan, memberless before Joel took charge, grew to 15,000 under his leadership, and in 2017 Alpha joined with Magellan Health to acquire Senior Whole Health. Three years later Magellan Complete Care was acquired by Molina for $820 million.

Forever looking to meet seniors’ needs, Joel also serves as chairman of the board for Longevity Health Plan, a nationally based Medicare Advantage Special Needs Plan for Institutionalized long-term care residents. The program, which started in New York and Illinois and can now be found in eight states, features a high-touch Nurse Practitioner model of care that has successfully supported treat-in-place programs during the COVID-19 pandemic and resulted in fewer hospitalizations and improved quality of life. 

More recently, Joel has expanded his interests in developing a national footprint for Programs of All-Inclusive Care for the Elderly (PACE), notably by acquiring one of the largest PACE plans in the Northeast and building plans in targeted markets.

In 2019 Joel launched Aurora Health Network, a platform designed to source underutilized skilled nursing facilities around the country and form healthy partnerships to transform the level of care at each center. Aurora has a presence in several states, including New Jersey, Maryland, New Hampshire and Florida.

In addition to maintaining strong political, corporate and community-based relationships, Mr. Landau has served as a member or an advisor on such boards and committees as the NYS DOH Preventative Health and Health Services Block Grant, NYS DOH Task Force on Long Term Care Financing. Currently, he serves as an advisor on the Medicaid Managed Care Advisory Review Panel (MCCARP), a board member for the Brooklyn Chamber of Commerce and an advisor for the SUNY Downstate University Hospital Advisory Council. He also supports healthcare programs for women and children within the community.