What Pennybyrn does

Pennybyrn, legally Maryfield, Inc. (Federal Tax ID 58-1363950), is a faith-based not-for-profit Continuing Care Retirement Community / Life Plan Community founded in 1947 by the Sisters of the Poor Servants of the Mother of God and, since 2022, operating under the stewardship of the Diocese of Charlotte. The organization is headquartered on a 71-acre campus at 109 Penny Road, High Point, North Carolina, and serves the Piedmont Triad region — including Greensboro, High Point, Winston-Salem, and Jamestown — with residents drawn from across North Carolina and other states.

The portfolio spans six integrated service lines: Retirement Living (independent living cottages of 579–1,975 sq ft and apartments of 770–1,700 sq ft), Lillian Congdon Transitional Rehabilitation Center (short-term post-acute rehab), Taylor Village Assisted Living, Healthcare Households for skilled nursing (organized into Hayworth House, Benson House and related 17–23 resident households under a household care model), the McEwen Memory Support Household for dementia and Alzheimer's care, and the Melvin and Ruth Witcher Adult Day Center. The household care model — small, home-like households with consistent caregiver assignments, resident choice, and a Seven Dimensions of Wellness program — is the organization's defining operational technology and the reason Pennybyrn is recognized as the first long-term care facility in North Carolina to adopt full culture change.

Pennybyrn generates revenue through three primary streams: one-time entrance fees (starting at $108,000 for cottages and $170,000 for apartments, with up to 90% refundability), recurring monthly service fees (starting at $2,834 for cottages and $3,719 for apartments), and fee-for-service healthcare revenue across skilled nursing, assisted living, rehabilitation, memory support, and adult day reimbursed through Medicare, Medicaid, and private insurance. A fourth stream of charitable donations, planned gifts, endowment contributions, and event fundraising (St. Patrick's Tea, Charity Golf Tournament) is administered through the Development office. The GTM motion combines direct-to-consumer senior living marketing (campus tours, community events, newsletters, digital content) with healthcare-provider referrals for post-acute transitional rehabilitation. The organization maintains a five-star CMS quality rating and seven consecutive years of deficiency-free state surveys.

Name

Pennybyrn

Legal name

Maryfield, Inc.

Website

https://pennybyrnliving.org

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

251–500 employees

Short description

Pennybyrn (Maryfield, Inc.) is a faith-based not-for-profit Life Plan Community on a 71-acre High Point, NC campus, offering independent living, assisted living, transitional rehab, skilled nursing, memory support, and adult day services to seniors 62+ across the Piedmont Triad, structured around a nationally recognized household care model.

Ownership category

akta.pro rank

Product category

Continuing Care Retirement Community / Senior Living Services

NAICS

Continuing Care Retirement Communities (623311), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233), Assisted Living Facilities for the Elderly (623312)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Continuing Care Retirement Communities (CCRC) with Memory Care (HLADACAD)

Keywords

• Senior living services
• Continuing care retirement
• Assisted living care
• Skilled nursing care
• Memory support services

Headquarters

HQ city

High Point

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Entrance Fees: One-time entrance fees for retirement living residences (apartments and cottages). Fees vary by residence type and are partially refundable up to 90%. The entrance fee provides priority access to all levels of care and services on campus.
2. Monthly Service Fees: Ongoing monthly fees for housing, amenities, services, and access to care levels. Fees differ based on residence type (apartment vs. cottage) and level of care services required.
3. Healthcare Services Revenue: Revenue from skilled nursing, assisted living, transitional rehabilitation, memory support, and adult day services. Services are available to both Pennybyrn residents and the outside community, with reimbursement from Medicare, Medicaid, and private insurance.
4. Donations and Fundraising: Charitable contributions through the development office, including the Annual Campaign benefiting Resident Care Fund, planned gifts through the Legacy Society, endowment donations, and event fundraising (golf tournaments, St. Patrick's Tea).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Pennybyrn operates a faith-based, not-for-profit Continuing Care Retirement Community (Life Plan Community) on a 71-acre campus in High Point, NC. It sells a full continuum of senior care services including independent retirement living cottages and apartments, transitional rehabilitation, assisted living, skilled nursing in household-model healthcare homes, memory support, and adult day services. Revenue is generated through entrance fees, monthly service fees, healthcare reimbursements, and charitable donations.

Product overview

Pennybyrn is a full-service Continuing Care Retirement Community (Life Plan Community) offering multiple levels of senior care on a 71-acre campus. The organization operates as a unified portfolio of services spanning independent living (Retirement Living with Cottages and Apartments), transitional rehabilitation (Lillian Congdon Transitional Rehabilitation Center), assisted living (Taylor Village), skilled nursing (Healthcare Households), memory support (McEwen Memory Support Household), and adult day services (Melvin and Ruth Witcher Adult Day Center). Residents can enter at any care level and transition seamlessly as their needs change, with the household care model providing a consistent, home-like approach across healthcare services.

Differentiator

Problem solved

Functional benefit

Brands

• Lillian Congdon Transitional Rehabilitation Center: Short-term rehabilitation facility designed to help patients recover, rebuild strength, and renew their spirits so they can successfully return home.
• Taylor Village
• McEwen Memory Support Household
• Melvin and Ruth Witcher Adult Day Center
• Hayworth House
• Benson House

Quantifiable outcome

• Five-star rating from Centers for Medicare and Medicaid Services
• +4 more outcomes

Named customers17 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered flagship and minor.

• Diocese of CharlotteflagshipStrategic or Co-development PartnerIn 2022, the Sisters of the Poor Servants of the Mother of God approached the Diocese of Charlotte, who was honored to carry on this special mission of caring for seniors. The Diocese now oversees the not-for-profit organization Maryfield Inc. (dba Pennybyrn).
• Sisters of the Poor Servants of the Mother of GodflagshipStrategic or Co-development PartnerCatholic congregation from the United Kingdom that founded Maryfield in 1947 as a 22-bed nursing home. Their mission of demonstrating God's love for lives touched continues through Pennybyrn today. Inspired in part by support shown to them by American soldiers during WWII.
• Jamestown Park Golf CourseminorGTM or Marketing PartnerVenue for Pennybyrn's annual charity golf tournament. Located at 7041 East Fork Road in Jamestown, NC.
• Ilderton Chrysler Dodge JeepminorGTM or Marketing PartnerSponsor providing hole-in-one prizes including a brand new Chrysler, Dodge, or Jeep vehicle at Pennybyrn's annual charity golf tournament.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Life Care Services: Life Care Services is a large third-party manager of CCRCs and senior living communities across the United States. It is a broad incumbent in the CCRC management space Pennybyrn operates in and is relevant as a benchmark for non-profit CCRC operating performance and management practices.
• Sunrise Senior Living: Sunrise Senior Living is a large, established senior living operator offering assisted living, memory care, and independent living across hundreds of communities nationally. It overlaps with Pennybyrn's assisted living and memory care services but is a for-profit, multi-region incumbent versus Pennybyrn's non-profit single-campus model.
• Brookdale Senior Living: Brookdale Senior Living is the largest senior living operator in the United States, providing independent living, assisted living, memory care, and continuing care retirement communities nationwide. It serves overlapping customer segments as Pennybyrn but operates at vastly greater scale and as a for-profit public company.

Emerging players

• The Arbor Company: The Arbor Company is a regional senior living operator focused on assisted living and memory care communities across the southeastern United States. It is an emerging competitor in Pennybyrn's Piedmont Triad-adjacent geography for assisted living and memory support services.
• National HealthCare Corporation: National HealthCare Corporation operates skilled nursing facilities, assisted living, and home health programs primarily across the southeastern United States. It overlaps with Pennybyrn's skilled nursing and rehabilitation service lines but is more focused on skilled nursing than the full CCRC continuum.

Direct peers

• Otterbein SeniorLife: Otterbein SeniorLife is a non-profit CCRC operator based in Ohio with a similar faith-based heritage and full continuum-of-care model (independent living, assisted living, skilled nursing, memory care, rehabilitation). It mirrors Pennybyrn's non-profit, mission-driven, single-region CCRC structure and is a strong comparable.
• Acts Retirement-Life Communities: Acts Retirement-Life Communities is one of the largest non-profit CCRCs in the United States, operating multiple continuing care campuses across the mid-Atlantic and Southeast. It is highly comparable to Pennybyrn as a faith-inspired, non-profit life plan community offering independent living, assisted living, skilled nursing, and memory care on single campuses.
• Methodist Retirement Communities: Methodist Retirement Communities operates faith-based, non-profit CCRCs in Texas offering independent living, assisted living, skilled nursing, and memory care. The shared faith-based non-profit heritage, single-region focus, and continuum-of-care service mix make it directly comparable to Pennybyrn.
• Cypress Living: Cypress Living is a non-profit CCRC serving the southwest Florida market, offering independent living, assisted living, memory support, skilled nursing, and rehabilitation on a single campus. Its non-profit, faith-inspired operating model and full continuum of care make it a close direct peer to Pennybyrn.

Others

• Ziegler: Ziegler is a specialty investment bank that underwrites tax-exempt bond financing for non-profit senior living and healthcare providers, including the recent $41.71M Series 2025A Bonds for Pennybyrn. While not an operator, Ziegler is an ecosystem participant and capital partner whose activity is a key indicator of senior living capital markets conditions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Pennybyrn
• Facebookfacebook.com/Pennybyrn
• LinkedInlinkedin.com/company/pennybyrn

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds1 record

Investors1 record

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 Pennybyrn