Baptist Village Retirement Communities

What Baptist Village Retirement Communities does

Baptist Village Retirement Communities is a Georgia-based non-profit senior living organization operating as an institution of the Georgia Baptist Convention under the governance of a Board of Trustees. Founded more than six decades ago and headquartered in Waycross, the organization provides a continuum of care for older adults across two physical campuses in Waycross (southeast Georgia) and Macon (central Georgia). Its service portfolio spans independent living villas (The Villas at Waycross, Plantation Villas), personal care/assisted living suites (Village Lake Suites, Plantation Suites), and skilled nursing care at the J. Olan Jones Healthcare Center on the Waycross campus, complemented by rehabilitation therapy services.

The organization generates revenue through recurring monthly resident fees across each care level — independent living, personal care, and skilled nursing — with the model best characterized as subscription-recurring resident service revenue typical of nonprofit senior living operators. Distribution is direct-to-consumer through the two physical campuses, supported by a website (baptistvillage.com) that serves as the primary informational and admissions hub, an online bill-pay portal (PersonaPay), and published facility calendars. The go-to-market motion is local and trust-driven, anchored by word-of-mouth referrals, faith-community ties, and Baptist Convention affiliation rather than paid marketing or digital channels.

No proprietary technology platform, AI/ML capability, or third-party software integrations beyond standard senior-living operational tooling (WordPress website, SmartLinx Go for staff scheduling, PersonaPay for payments) are indicated in available data. The workforce is sized at 101–250 employees, consistent with a mid-sized multi-campus operator. Baptist Village has received modest mission-aligned funding from the Georgia Baptist Health Care Ministry Foundation, the most recent being a $100,000 grant on 2024-02-21. Dr. J. Eric Mathison serves as President and CEO.

Name

Baptist Village Retirement Communities

Legal name

Baptist Village, Inc.

Website

https://baptistvillage.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

51–100 employees

Short description

Baptist Village Retirement Communities is a Georgia-based non-profit senior living organization operating two campuses (Waycross and Macon) that deliver independent living, personal care, and skilled nursing care to older adults under the oversight of the Georgia Baptist Convention.

Ownership category

akta.pro rank

Product category

Senior Living and Skilled Nursing Care

NAICS

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

SIC

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

akta.pro primary industry

Single-Site CCRCs (HLADAEAE)

akta.pro secondary industries

Large Campus / Multi-Building Assisted Living Communities (HLADABAG), Market-Rate Independent Living (Private Pay) Communities (HLADAAAA), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior living services
• Independent living communities
• Personal care assistance
• Skilled nursing care
• Retirement community operations

Headquarters

HQ city

Waycross

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, Others

Revenue model

1. Residential Living Fees: Monthly fees for independent living villas, personal care suites, and skilled nursing services at their Waycross and Macon communities.
2. Healthcare Services: Revenue from skilled nursing care at the J. Olan Jones Healthcare Center and rehabilitation therapy services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Baptist Village Retirement Communities operates two physical senior living campuses in Waycross and Macon, Georgia, providing a continuum of care that includes independent living villas, personal care/assisted living suites, skilled nursing care at the J. Olan Jones Healthcare Center, and rehabilitation therapy. As a non-profit institution of the Georgia Baptist Convention, the organization delivers housing and healthcare services to older adults across independent living, personal care, and skilled nursing levels of need.

Product overview

Baptist Village Retirement Communities operates as a multi-faceted senior living provider offering a continuum of care across two locations in Georgia (Waycross and Macon). The portfolio includes independent living options (The Villas at Waycross and Plantation Villas) and personal care/assisted living services (Village Lake Suites and Plantation Suites), with skilled nursing care (J. Olan Jones Healthcare Center) available exclusively at the Waycross campus. The organization is an institution of the Georgia Baptist Convention and a non-profit, governed by a Board of Trustees, committed to providing opportunities for residents to live at the highest level possible physically, socially, and spiritually.

Differentiator

Problem solved

Functional benefit

Brands

• The Villas at Waycross: Independent living villas in Waycross campus
• Village Lake Suites
• J. Olan Jones Healthcare Center
• Plantation Villas
• Plantation Suites

Products and services

• The Villas at Waycross Independent living villas on the Waycross campus offering peaceful, carefree living environments for senior adults in southeast Georgia.
• Plantation Villas Independent living villas on the Macon campus offering peaceful, carefree living environments for senior adults in central Georgia.
• Village Lake Suites Personal care suites on the Waycross campus providing assisted living services for residents requiring daily living assistance.
• Plantation Suites Personal care suites on the Macon campus providing assisted living services for residents requiring daily living assistance.
• J. Olan Jones Healthcare Center Skilled nursing care facility on the Waycross campus providing comprehensive healthcare services for residents requiring medical attention, including rehabilitation therapy.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Georgia Baptist ConventioncoreStrategic or Co-development PartnerBaptist Village is an institution of the Georgia Baptist Convention. The organization is a non-profit governed by a Board of Trustees, rooted in the Georgia Baptist tradition while serving people of all faiths and backgrounds.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Magnolia Manor Senior Living: Faith-based, non-profit Georgia senior living organization operating multiple campuses across the state with independent living, assisted living, and skilled nursing. Highly comparable in mission, governance model, and CCRC-style continuum of care.
• Presbyterian Homes of Georgia: Non-profit, faith-affiliated senior living provider in Georgia offering a continuum of care including independent living, assisted living, and skilled nursing. Comparable in non-profit structure, mission orientation, and CCRC positioning.
• Wesley Woods Senior Living: Georgia-based faith-affiliated non-profit operating independent living, assisted living, and skilled nursing communities. Comparable non-profit, multi-campus, continuum-of-care model in the same state.
• Peachtree Christian Health: Atlanta-area faith-based non-profit CCRC offering independent living, personal care, and skilled nursing. Closely comparable in faith-affiliated, non-profit, continuum-of-care model.

Regional players

• A.G. Rhodes Health & Rehab: Atlanta-based non-profit skilled nursing and rehab provider with a faith-rooted mission. Comparable in non-profit skilled nursing focus, though narrower in service scope (no independent living).

Broad incumbents

• Brookdale Senior Living: Largest U.S. senior living operator with broad independent living, assisted living, and memory care communities nationwide, including Georgia locations. Comparable service categories but as a large for-profit incumbent.
• Atria Senior Living: National senior living operator with independent living, assisted living, and memory care communities across the U.S., including Georgia markets. Overlaps in service lines but operates at much larger scale as a for-profit incumbent.
• Sunrise Senior Living: Established national senior living provider offering assisted living, independent living, and memory care with a presence in the Southeast. Comparable continuum of care though at significantly greater scale and as a for-profit operator.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/BaptistVillageRetirementCommunities
• LinkedInlinkedin.com/company/baptist-village-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Baptist Village Retirement Communities