What Starling does

Starling Living is a privately held, vertically integrated owner, operator, and developer of luxury senior living communities operating exclusively in Florida under parent entity SSL Management LLC. The company delivers a continuum of care across five lifestyle tiers — Independent Living, Concierge Living, Assisted Living, Memory Care (branded Starlight), and Respite and Day Stay — through seven communities spanning Jacksonville, Ponte Vedra (including two properties inside the Nocatee master-planned community), Ponte Vedra Beach, Maitland (Orlando), Tallahassee, and Clearwater. Each property delivers resort-style amenities (chef-prepared dining, wellness and spa programs, activity calendars) bundled into an all-inclusive monthly fee that varies by care level and unit type.

The underlying operating model is service-intensive rather than technology-intensive; no proprietary software platform, AI capabilities, or patents are described in available data. Revenue is generated almost entirely through monthly residential subscription fees from individual private-pay residents and their families, with pricing not publicly disclosed but indicated to vary by community (e.g., promotional offers of up to $1,500/month off at Starling at Ponte Vedra). Distribution is direct-to-consumer: families discover communities through the company's website, SEO, video testimonials, Google reviews, community events, and scheduled on-site tours. Go-to-market leverage is augmented by recurring brand recognition — including six consecutive years of 'Best of the Best' Ponte Vedra Recorder awards and the 2026 Safest Places to Live designation.

Customer relationships are long-duration, event-driven contracts with individual seniors, supported by HIPAA-compliant handling of health information. Key vendor partnerships include US Foods (centralized culinary supply across all seven communities), Silver Salons (on-site salon services), Activated Insights (customer experience measurement), and the strategic co-location within the Nocatee master-planned community. Growth to date has been a mix of organic development (The Grove at Countryside opened February 2026) and acquisition (The Palms at Ponte Vedra rebranded as Starling at Ponte Vedra), with the most recent leadership additions including a corporate COO (Megan Kennedy), VP of People and Culture (Lucy Dixon), and dedicated Executive Directors per community.

Name

Starling

Legal name

SSL Management LLC

Website

https://starlingliving.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

Starling Living is a privately held, vertically integrated operator of seven luxury senior living communities across Florida, offering Independent Living, Assisted Living, Memory Care, Concierge Living, and Respite services to private-pay seniors under the Starling and Grove brands.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

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

SIC

Services-Nursing & Personal Care Facilities (8050), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Luxury / High-End Assisted Living Communities (HLADABAD)

akta.pro secondary industries

Luxury/Resort-Style Independent Living Communities (HLADAAAC), Rental / Fee-for-Service CCRCs (HLADAEAB), Senior Living Property Management (BPAJAGAI)

Keywords

• Luxury senior living
• Assisted living services
• Memory care programs
• Independent living communities
• Respite care services

Headquarters

HQ city

Jacksonville

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Residential Fees: Starling Living generates revenue through monthly residential fees charged to residents. Fees vary by care level (Independent Living, Assisted Living, Memory Care) and unit type/size. The all-inclusive model covers housing, dining, amenities, and care services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Starling Living operates seven luxury senior living communities across Florida providing a continuum of care including Independent Living, Assisted Living, Concierge Living, Memory Care (Starlight), and Respite/Day Stay services. Residents pay all-inclusive monthly fees covering housing, dining, amenities, housekeeping, and personalized care plans. The company functions as a vertically integrated owner, operator, and developer of these communities.

Product overview

Starling Living is a vertically integrated owner, operator, and developer of luxury senior living communities across Florida. The company operates seven distinct community properties: Starling at Nocatee (Independent Living, Assisted Living & Memory Care), Starling at San Jose, The Grove at Trelago, The Grove at Canopy, Starling at Ponte Vedra, and The Grove at Countryside. These communities offer a continuum of care including Independent Living, Assisted Living, Concierge Living, Memory Care (Starlight), and Respite/Day Stay services. Each community provides luxury amenities including gourmet dining, wellness programs, activity centers, and personalized care plans, enabling residents to age in place as their needs evolve.

Differentiator

Problem solved

Functional benefit

Brands

• The Grove: Luxury senior living communities operated under The Grove brand, including The Grove at Trelago, The Grove at Canopy, and The Grove at Countryside.

Products and services

• Independent Living Maintenance-free lifestyle service for active seniors with access to resort-style amenities, gourmet dining, social activities, and wellness programs without the burden of homeownership.
• Assisted Living Personalized care services for seniors needing daily assistance with activities of daily living, featuring tailored care plans, certified caregivers, and resort-style amenities.
• Starlight Memory Care Specialized memory care program for seniors with Alzheimer's and dementia, offering purpose-built environments, personalized programs, and dignified care.
• Concierge Living Luxury lifestyle option with personalized a la carte services, resort amenities, and maintenance-free living tailored to individual preferences and needs.
• Respite and Day Stay Temporary stay program for seniors recovering from surgery, transitioning from skilled rehab, or for caregivers needing short-term relief, offering full access to community amenities on a pay-as-you-go basis.
• Starling at Nocatee Independent Living Luxury independent living community in Ponte Vedra, Florida offering maintenance-free apartments with resort-style amenities, multiple dining venues, wellness facilities, and access to Nocatee's world-class community amenities.
• Starling at Nocatee Assisted Living & Memory Care Assisted living and memory care community in Ponte Vedra, Florida offering personalized care plans, dementia care services, and respite stays for seniors needing daily support.
• Starling at San Jose Assisted living and memory care community in Jacksonville, Florida along Goodby's Creek offering luxury accommodations, personalized care, and specialized memory support services.
• The Grove at Trelago Concierge living, assisted living, and memory care community in Maitland, Florida offering first-class service, wellness programs, and fine dining near Orlando.
• The Grove at Canopy Independent living, assisted living, and memory care community in Tallahassee, Florida, offering luxury senior living with resort-style amenities and comprehensive care options.
• Starling at Ponte Vedra Assisted living and memory care community in Ponte Vedra Beach, Florida offering luxury senior care with personalized services and comprehensive amenities.
• The Grove at Countryside Luxury senior living community in Clearwater, Florida offering resort-style amenities, dining, and a full continuum of care.

Quantifiable outcome

• Top 15% nationally for customer experience (2026 Customer Experience Award from Activated Insights)
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Silver SalonsminorOthersSilver Salons provides licensed salon professionals who deliver professional hair and beauty services at all Starling properties. This partnership ensures residents have access to on-site salon and spa services without leaving the community.
• US FoodsminorOthersUS Foods supplies food and ingredients to Starling communities. The culinary and Memory Care teams from all seven Starling communities collaborate with US Foods for menu development, product sourcing, and team building events.
• Activated Insights (formerly Pinnacle Quality Insight)minorOthersActivated Insights is the leading experience management platform serving long-term and post-acute care providers. They conduct monthly customer experience surveys for Starling communities and issue annual Customer Experience Awards.
• Nocatee Master-Planned CommunitycoreStrategic or Co-development PartnerStarling at Nocatee communities are located within the award-winning 15,000-acre Nocatee master-planned community. Residents gain access to Nocatee's world-class amenities including walking trails, Splash Water Park, Crosswater Hall, and beach club memberships.

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Regional players

• Sonata Senior Living: Florida-based operator of assisted living and memory care communities with a similar luxury positioning. Strongest direct geographic overlap with Starling's all-Florida footprint.

Direct peers

• Pegasus Senior Living: Operator of luxury independent living, assisted living, and memory care communities. Comparable service mix, resort-style amenity approach, and multi-state footprint make Pegasus a close peer.
• The Arbor Company: Senior living operator offering independent living, assisted living, and memory care across the Southeast with a luxury positioning. Closely comparable operating model and regional footprint.
• Oakmont Management Group: Luxury senior living operator with a continuum-of-care model (independent, assisted, memory). Comparable upscale brand identity, dining-led amenities, and California-anchored footprint that mirrors Starling's regional focus.
• Five Star Senior Living: Senior living management and operating company providing independent living, assisted living, and memory care services. Comparable operating model and service tiers to Starling's communities.

Broad incumbents

• Atria Senior Living: One of the largest U.S. operators of senior living communities with a luxury/engagement-led brand. Competes with Starling across multiple Florida markets but at much greater scale and broader geographic reach.
• Sunrise Senior Living: National senior living operator renowned for assisted living and memory care with luxury positioning. Operates multiple Florida communities that overlap directly with Starling's service territory.
• Brookdale Senior Living: Largest U.S. senior living operator providing assisted living, memory care, and independent living nationwide. Competes with Starling in multiple Florida markets and sets baseline service expectations for the category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/starlingliving

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries7 records

Funding overview

Funding rounds

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 Starling