Sunrise Senior Living

What Sunrise Senior Living does

Sunrise Senior Living, founded in 1981 by Paul and Terry Klaassen and headquartered in McLean, Virginia, is one of the largest privately held senior living operators in North America, operating more than 280 communities across the United States and Canada with a workforce of approximately 21,000 team members. The company provides a continuum of care spanning independent living, assisted living, memory care (including proprietary Reminiscence and Terrace Club programs), skilled nursing, short-term respite stays, hospice coordination, and an in-home service called Dignity Home Care. Its resident base is segmented across luxury (The Apsley, The Jefferson), premium, and middle-market positioning, with assisted living starting at approximately $8,086 per month and memory care starting at approximately $10,214 per month in its Cupertino community.

The underlying operating platform is built around the Sunrise CareConnect electronic health record for clinical coordination, a Family Engagement mobile application, signature chef-led dining, the Babylon Hydroponic Micro-Farm in select communities, and an industry-leading environmental wellness stack certified by the International WELL Building Institute (WELL Health-Safety Rating across 200+ communities and the first WELL Equity Rating at scale in senior living). Sunrise monetizes primarily through recurring monthly resident fees — a base accommodation charge plus assessment-based care level fees — supplemented by ancillary services such as salon and outings billed transactionally. Distribution is direct-to-consumer through community sales teams, toll-free inquiry lines, and senior living counselors, augmented by healthcare referral partnerships with systems including Kaiser Permanente, El Camino Health, and Valley Health Center.

The company pursues a hybrid real estate strategy, owning some properties and operating others under joint venture and management agreements with institutional capital partners such as Welltower, a healthcare REIT, and developer partners including Griffin Living. Recent strategic activity under CEO Jack R. Callison, Jr. has emphasized portfolio expansion (13 communities added in 2024 across California, the Chicago suburbs, the Rocky Mountain region, and Vancouver, BC), recognition growth (166 communities, or 71% of the portfolio, named to the 2025 U.S. News Best Senior Living list), and technology transformation led by CTO Marco Trecroce. Sunrise is a privately held LLC with no public ticker; historical funding activity includes 2005 and 2013 rounds with Arcapita Ventures and Beecken Petty O'Keefe, and the 2014 acquisition of Gracewell Healthcare.

Name

Sunrise Senior Living

Legal name

Sunrise Senior Living, LLC

Website

https://sunriseseniorliving.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Sunrise Senior Living is a privately held North American senior living operator founded in 1981, running more than 280 assisted living, memory care, independent living, and skilled nursing communities across the U.S. and Canada with 21,000+ team members serving older adults and their families.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities (623311), Nursing Care Facilities (Skilled Nursing Facilities) (62311)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Luxury/Resort-Style Independent Living Communities (HLADAAAC)

akta.pro secondary industries

Overnight Respite Care (HSABAGAB), Senior Living Property Management (BPAJAGAI)

Keywords

• Senior living services
• Assisted living communities
• Memory care programs
• Independent living residences
• Skilled nursing care

Headquarters

HQ city

Mclean

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Residential Living Services: Monthly fees covering room, utilities, maintenance, and base care services. Residents pay for their chosen suite type plus care level services determined by assessment.
2. Care Level Services: Assessment-based pricing added to base room costs. Higher care needs command higher care level fees. Medication management and other ancillary services priced separately.
3. Ancillary Services: Additional services such as hair salon visits, outings, and other personal services billed separately as incurred

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Sunrise Senior Living operates over 280 senior living communities across North America providing a continuum of care including independent living, assisted living, memory care, skilled nursing, short-term respite stays, and hospice care coordination. The company serves seniors requiring various levels of support, with monthly fees covering room, utilities, dining, and care services tailored to individualized care assessments.

Product overview

Sunrise Senior Living is a leading provider of personalized senior living communities offering a continuum of care across multiple service levels. The company operates a multi-brand portfolio including independent living, assisted living, memory care (Alzheimer's and dementia care), skilled nursing, short-term respite stays, hospice coordination, and Dignity Home Care in-home services. Core products include the Reminiscence Program and Terrace Club for memory care residents, while signature service features encompass Signature Dining with chef-prepared cuisine and the innovative Babylon Hydroponic Micro-Farm for farm-to-table dining. Technology offerings include Sunrise CareConnect for healthcare coordination and a Family Engagement App for resident-family communication. The portfolio spans sub-brands such as The Apsley (Manhattan's only Platinum WELL Certified assisted living community), The Jefferson, The Colonnades, and The Fairfax. Founded in 1981, Sunrise serves communities across the United States and Canada with over 21,000 team members.

Differentiator

Problem solved

Functional benefit

Products and services

• Independent Living Senior housing option for active older adults who want to free themselves from home maintenance while enjoying amenity-rich community living with social opportunities and supportive services.
• Assisted Living Personalized support services including assistance with dressing, bathing, and medication management within an engaging, supportive environment that promotes independence and quality of life.
• Memory Care Specialized care for residents living with Alzheimer's, dementia, or other forms of memory loss, featuring expert, compassionate care through evidence-based programs and secure environments.
• Skilled Nursing Care Licensed nursing services providing personalized medical care for residents requiring higher levels of clinical support and health monitoring.
• Short-Term Stays Respite care services allowing seniors to stay at a Sunrise community temporarily, providing caregivers a break while seniors experience the Sunrise lifestyle and care.
• Hospice Care Coordination Coordinated end-of-life care services working with hospice providers to ensure comfort, dignity, and quality of life for residents and support for their families.
• Dignity Home Care In-home senior care services providing personalized assistance and support for seniors who prefer to remain in their own homes while receiving quality care.
• Continuing Care Retirement Communities (CCRC) Life plan communities offering multiple levels of care (independent living, assisted living, and skilled nursing) on a single campus, allowing residents to age in place as their needs evolve.

Quantifiable outcome

• 71% of Sunrise communities recognized in 2025 U.S. News Best Senior Living ratings
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Griffin LivingcoreStrategic or Co-development Partner · 9 July 2024Strategic partnership announced for development and operations of senior living communities. Griffin Living brings development expertise while Sunrise provides operational platform and brand.
• International WELL Building Institute (IWBI)coreTechnology or IntegrationIWBI grants WELL certifications and ratings to Sunrise communities, providing third-party verification of health, safety, and wellness standards.
• Healthcare Providers and Hospital SystemsminorChannel Partner/ Reseller/ DistributorReferral partnerships with healthcare providers including Kaiser Permanente, El Camino Health, and Valley Health Center for patient discharge planning.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Atria Senior Living: Operates 250+ senior living communities across the U.S. and Canada in independent living, assisted living, and memory care. Closely comparable luxury/premium positioning and overlapping North American footprint with Sunrise.
• Five Star Senior Living: Operates independent living, assisted living, and memory care communities with a similar multi-segment approach. Direct peer competing on care continuum and lifestyle programming.
• Enlivant: Senior living operator focused on assisted living and memory care across 200+ communities. Notably relevant as a prior employer of Sunrise CEO Jack Callison, and competes directly on Sunrise's core assisted living segment.
• Holiday Retirement: Independent living-focused operator with a large North American portfolio, now part of Atria. Competitive overlap on independent living segment with Sunrise's luxury and middle-market offerings.
• Life Care Services (LCS): Large third-party manager of senior living communities including CCRCs, assisted living, and memory care. Competes with Sunrise for management contracts and operator partnerships with REITs and developers.
• Senior Lifestyle: Operator of independent living, assisted living, memory care, and skilled nursing communities with similar luxury and lifestyle positioning to Sunrise's sub-brands like The Jefferson and The Apsley.
• Brookdale Senior Living: Largest U.S. senior living operator with ~640 communities across independent living, assisted living, memory care, and skilled nursing. Most direct competitor to Sunrise across nearly every care level and geography.

Others

• Ventas: Diversified healthcare REIT with a substantial senior living operating portfolio. Adjacent as a capital partner and competing capital allocator against Welltower, influencing Sunrise's development pipeline.
• Welltower Inc. Healthcare-focused REIT that partners with Sunrise as owner/operator of senior living communities. Comparable in scale to the relationship rather than direct competition; relevant for understanding Sunrise's capital structure and growth vehicle.

Broad incumbents

• Genesis Healthcare: Large post-acute and skilled nursing provider. Overlap with Sunrise on skilled nursing and short-term rehabilitation care, although Genesis's primary focus is on skilled nursing facilities rather than assisted living.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@sunriseseniorliving
• Facebookfacebook.com/SunriseSeniorLiving
• Instagraminstagram.com/sunrisesrliving
• Xx.com/sunrisesrliving
• LinkedInlinkedin.com/company/sunrise-senior-living

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sunrise Senior Living