United Methodist Retirement Communities (UMRC) Foundation

What United Methodist Retirement Communities (UMRC) Foundation does

United Methodist Retirement Communities (UMRC) Foundation, doing business as Brio Living Services, is a faith-based, non-profit senior living provider headquartered in Chelsea, Michigan, with a second headquarters in Grand Rapids, Michigan. Founded in 1906 and operating 501-1000 employees, the organization runs a continuum-of-care platform spanning independent living, assisted living, skilled nursing, rehabilitation, memory care, home-based care, respite and short-stay, hospice, PACE (Program of All-inclusive Care for the Elderly) programs, affordable housing, and dining services, delivered across more than ten physical communities in Michigan including Chelsea Retirement Community, Towsley Village Memory Care Center, Kresge Healthcare & Rehabilitation Center, The Cedars of Dexter, The Pines, Porter Hills Village, Cook Valley Estates, Meadowlark Retirement Village, Green House Homes, and The Thome Rivertown Neighborhood.

The business operates a direct-to-consumer go-to-market model, reaching prospective residents and families through the mybrio.org website, location directories, community events, and the foundation.mybrio.org philanthropic channel. Revenue is generated primarily through recurring monthly fees for residential senior living and care services, with prices varying by care level and location and not publicly disclosed. The organization also operates government-funded PACE programs and affordable housing, which introduce Medicare/Medicaid payer dynamics into the revenue mix. The UMRC Foundation serves as the philanthropic arm supporting the broader mission.

The organization's strategic positioning rests on three pillars: (1) breadth of care continuum that supports aging-in-place, (2) long-standing Methodist heritage and non-profit identity that builds trust and unlocks philanthropic support, and (3) Michigan geographic density across two regional headquarters. Recent strategic activity includes a 2022 rebranding to Brio Living Services, expansion into PACE programs, a 2018 funding round of $2,500,000, and the appointment of a Chief Sales and Marketing Officer to formalize GTM leadership. No AI/ML capabilities, patents, technology products, public funding history, M&A activity, or enterprise customer relationships are disclosed in the available data.

Name

United Methodist Retirement Communities (UMRC) Foundation

Legal name

Brio Living Services

Website

https://umrc.com

Company type

Private

Founded year

1906

Operating status

Operating

Headcount range

501–1,000 employees

Short description

United Methodist Retirement Communities (UMRC) Foundation, operating as Brio Living Services, is a faith-based non-profit senior living provider in Michigan delivering a continuum of care—from independent living through skilled nursing, memory care, PACE programs, and affordable housing—across 10+ communities.

Ownership category

akta.pro rank

Product category

Senior Living and Elder Care Services

NAICS

Continuing Care Retirement Communities (623311), Assisted Living Facilities for the Elderly (623312), Nursing and Residential Care Facilities (623), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051), Services-Home Health Care Services (8082)

akta.pro primary industry

Multi-Campus / Regional CCRC Networks (HLADAEAF)

akta.pro secondary industries

Nonprofit / Faith-Based CCRCs (HLADAEAC), Specialty CCRCs (e.g., Memory-Care-Focused, Veteran-Focused) (HLADAEAK), Affordable / Middle-Market CCRCs (HLADAEAJ)

Keywords

• Senior living services
• Assisted living care
• Skilled nursing facilities
• Memory care services
• Continuum of care

Headquarters

HQ city

Chelsea

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Residential Senior Living Services: Revenue generated from monthly fees for senior living accommodations and care services across independent living, assisted living, skilled nursing, and memory care facilities. Service fees vary by care level and location.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Brio Living Services (formerly UMRC Foundation) operates a faith-based, non-profit senior living continuum in Michigan, offering residents maintenance-free independent living, assisted living, skilled nursing, memory care, rehabilitation, home-based care, respite stays, hospice, PACE programs, affordable housing, and dining services across multiple owned communities. Revenue is earned through monthly service fees for accommodations and care, with philanthropic donations supporting the mission via the UMRC Foundation.

Product overview

Brio Living Services operates a continuum of care senior living platform offering multiple service levels and residential locations across Michigan. The portfolio includes Independent Living, Assisted Living, Skilled Care, Rehabilitation, Memory Care, Home-Based Care, Respite Services, PACE Programs, Affordable Housing, Dining Services, and Hospice Care. The organization manages multiple geographic locations including Chelsea Retirement Community, Towsley Village Memory Care Center, Kresge Healthcare & Rehabilitation Center, The Cedars of Dexter, The Pines, Porter Hills Village, Cook Valley Estates, Meadowlark Retirement Village, Green House Homes, and The Thome Rivertown Neighborhood. This is a services-based model rather than a technology product, providing various levels of senior care from independent living through skilled nursing.

Differentiator

Problem solved

Functional benefit

Products and services

• Independent Living Maintenance-free residential living for seniors who can live independently but want community amenities, social engagement, and access to higher levels of care as needs change.
• Assisted Living Personalized residential care that supports daily activities such as bathing, dressing, medication management, and wellness checks for seniors needing moderate assistance.
• Skilled Care Comprehensive nursing care and medical services delivered by licensed healthcare professionals in skilled nursing facilities for residents with complex medical needs.
• Rehabilitation Post-acute rehabilitation including physical, occupational, and speech therapy to support recovery following surgery, illness, or injury.
• Memory Care Specialized residential care for individuals with Alzheimer's disease and other forms of dementia, delivered in secure environments with tailored programming.
• Home Based Services / Care In-home personal care and supportive services that allow seniors to remain in their own homes while receiving needed assistance.
• Respite & Short Stay Temporary residential care that provides relief for family caregivers and short-term recovery stays for seniors.
• PACE Programs Program of All-inclusive Care for the Elderly providing comprehensive medical and social services that help eligible seniors remain living in the community.
• Affordable Housing Subsidized senior housing options for residents with limited financial resources, offered as part of Brio Living Services' community housing portfolio.
• Dining Excellence Restaurant-style dining offering nutritious, chef-prepared meals tailored to dietary needs and preferences of residents.
• Hospice Care End-of-life care focused on comfort, dignity, and quality of life for individuals, along with support for their families.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Asbury Communities: Faith-based, non-profit operator of continuing care retirement communities serving seniors across the Mid-Atlantic and Midwest. Asbury and Brio share the same faith-affiliated non-profit model with a multi-campus continuum of care, serving comparable resident populations.
• Presbyterian Senior Living: Faith-affiliated, non-profit provider of senior living, personal care, skilled nursing, and home-based services across multiple communities. Directly comparable to Brio in mission-driven, multi-campus model serving older adults.
• Trinity Health Senior Communities: Faith-based, non-profit senior living division of Trinity Health operating CCRCs, assisted living, and skilled nursing. Comparable to Brio in faith affiliation, non-profit governance, and continuum-of-care service mix.
• Life Care Services (LCS): Large national operator and third-party manager of CCRCs and senior living communities, including both non-profit and for-profit clients. Comparable in scale of multi-campus CCRC operations, although LCS operates a broader portfolio across more states.
• Acts Retirement-Life Communities: One of the largest faith-based, non-profit CCRC operators in the United States, offering a full continuum of care on multiple campuses. Highly comparable to Brio in non-profit status, faith affiliation, and continuum-of-care operating model.

Broad incumbents

• Sunrise Senior Living: Established senior living operator with assisted living and memory care communities across the United States and internationally. Comparable resident demographic and service categories, but operates as a large private incumbent.
• Brookdale Senior Living: Largest senior living operator in the United States with broad geographic footprint and full continuum of care offerings. Brookdale is a broad incumbent competing for similar residents but operates at much greater scale and as a publicly traded for-profit company.
• Atria Senior Living: Major for-profit senior living operator with independent living, assisted living, and memory care across numerous U.S. communities. Competes for similar prospective residents but operates as a large, primarily for-profit incumbent.

Emerging players

• Belmont Village Senior Living: Senior living operator with a focus on assisted living, memory care, and enriched programs across multiple U.S. markets. Comparable in continuum-of-care service mix but smaller and more amenity-focused than Brio's network.
• InnovAge Holding Corp. Provider of PACE (Program of All-inclusive Care for the Elderly) programs serving frail seniors. Directly comparable to Brio's PACE Programs offering, though InnovAge is PACE-focused and operates in different geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/united-methodist-retirement-communities

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

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 United Methodist Retirement Communities (UMRC) Foundation