National Lutheran Communities & Services

What National Lutheran Communities & Services does

National Lutheran Communities & Services (NLCS) is a faith-based, not-for-profit senior living ministry founded in 1890 and affiliated with the Evangelical Lutheran Church in America (ELCA), operating four wholly owned continuing-care retirement communities across Virginia and Maryland: The Legacy at North Augusta in Staunton, The Village at Rockville, The Village at Orchard Ridge, and The Village at Providence Point. The national corporate headquarters is in Frederick, Maryland, with the organization employing between 501 and 1,000 staff. NLCS delivers a full continuum of care spanning independent living, assisted living, memory care, skilled nursing, long-term care, respite care, hospice coordination, in-home therapy services, and veterans benefits assistance, augmented by its ConnectedLiving wellness program covering physical, intellectual, and spiritual dimensions.

The service model is residential and subscription-based, with residents paying recurring monthly fees that bundle housing, three daily chef-prepared meals, housekeeping, utilities, Wi-Fi, scheduled transportation, and access to on-site nursing and emergency response. At The Legacy at North Augusta, 2026 pricing starts at $6,210 per month for a one-bedroom independent living apartment and $6,982 for a two-bedroom unit, with no buy-in fee or long-term lease required. Care tiers such as assisted living and memory care carry incremental fees for medication management, daily living assistance, and 24-hour supervision. Operational technology is limited but includes the SARATM passive resident monitoring system, a MoneyGauge affordability calculator, and a PersonaPay online billing portal; no AI/ML capabilities, proprietary platforms, or disclosed revenue or funding are present in the available data.

NLCS serves active seniors and retirees, seniors requiring daily living assistance, residents with Alzheimer's or other dementias, family caregivers needing respite, and veterans and their spouses seeking benefit navigation. The organization goes to market directly through community sales teams, dedicated phone lines, a multi-platform social presence, referrals from healthcare providers and adult children, and industry association partnerships with LeadingAge at the national, Virginia, and Maryland levels. Leadership is provided by President and CEO Cyndi Walters and COO Regina Figueroa. Strategic positioning emphasizes benevolent care for residents who outlive their financial resources, faith-based heritage, and arts and cultural partnerships with local institutions including Mary Baldwin University and several regional arts centers.

Name

National Lutheran Communities & Services

Legal name

National Lutheran Communities & Services

Website

https://thelegacyatnorthaugusta.org

Company type

Private

Founded year

1890

Operating status

Operating

Headcount range

501–1,000 employees

Short description

National Lutheran Communities & Services is a faith-based, not-for-profit senior living ministry operating four continuing-care retirement communities across Virginia and Maryland, offering independent living, assisted living, memory care, skilled nursing, respite, hospice, therapy, and veterans assistance services to older adults.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Assisted Living Facilities for the Elderly (623312), Religious Organizations (8131)

SIC

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

akta.pro primary industry

Nonprofit / Faith-Based CCRCs (HLADAEAC)

akta.pro secondary industries

Affordable / Middle-Market CCRCs (HLADAEAJ), Faith-Based / Nonprofit Assisted Living Providers (HLADABAH)

Keywords

• Senior living services
• Independent living
• Assisted living
• Memory care
• Faith-based ministry

Headquarters

HQ city

Staunton

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, Others

Revenue model

1. Monthly Residential Fees: Residents pay affordable monthly fees with no buy-in fee or long-term leases. Fees include residence, meals, housekeeping, utilities, and care services.
2. Assisted Living Services: Additional fees for personalized care services including medication management, assistance with daily living activities, and on-site nursing care.
3. Independent Living Rent: Monthly rental payments for independent living apartments starting at $6,210 for one-bedroom and $6,982 for two-bedroom units (2026 pricing).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

National Lutheran Communities & Services operates faith-based senior living communities delivering a continuum of care across independent living, assisted living, memory care, respite care, and hospice care. The organization runs four residential communities in Virginia and Maryland, providing housing, dining, personal care, rehabilitation, and wellness programming for older adults on a monthly fee basis with no buy-in fees or long-term leases.

Product overview

National Lutheran Communities & Services (NLCS) operates as a faith-based, not-for-profit senior living organization offering a portfolio of senior living communities and care services. The company's flagship community, The Legacy at North Augusta in Staunton, Virginia, provides a continuum of care including Independent Living (maintenance-free apartments starting at $6,210/month), Assisted Living (with medication management and daily living assistance), Memory Care (specialized dementia and Alzheimer's support), Respite Care (short-term stays), and Hospice Care through partner providers. Additional services include Therapy Services (physical, occupational, and speech therapy), Veterans Assistance, and ConnectedLiving wellness programming. NLCS also operates three other senior living communities: The Village at Rockville, The Village at Orchard Ridge, and The Village at Providence Point. The organization began in 1890 and has provided benevolent care for over 135 years to residents who outlive their resources.

Differentiator

Problem solved

Functional benefit

Products and services

• The Legacy at North Augusta A faith-based senior living community in Staunton, Virginia offering independent living, assisted living, memory care, and respite care with amenities including a rotunda, Atrium Gallery art space, restaurant-style dining, fitness center, and on-site rehabilitation services.
• The Village at Rockville One of NLCS's senior living communities offering independent living, in-home services, skilled nursing, assisted living, memory care, and long-term care options.
• The Village at Orchard Ridge One of NLCS's senior living communities offering independent living, in-home services, skilled nursing, assisted living, memory care, and long-term care options.
• The Village at Providence Point One of NLCS's senior living communities offering independent living, in-home services, skilled nursing, assisted living, memory care, and long-term care options.
• Independent Living Maintenance-free apartment living for active seniors with weekly housekeeping, transportation, social programs, and access to additional care if needed. One-bedroom apartments start at $6,210/month and two-bedroom apartments at $6,982/month (2026 pricing).
• Assisted Living Personalized care services including medication management, assistance with daily living activities, on-site nurses, and emergency response systems, allowing couples to remain together even if one partner needs more care.
• Memory Care Specialized neighborhood for residents with Alzheimer's or dementia offering personalized care plans, 24-hour supervision, specialized activities, wellness programs, and family involvement.
• Respite Care Short-term stays for older adults providing families temporary relief while their loved ones receive full services including meals, activities, and compassionate care in private studio apartments.
• Hospice Care End-of-life care provided through partnerships with trusted hospice providers, enabling residents to remain in their apartment while receiving comfort, emotional, spiritual, and family support.
• Therapy Services In-home rehabilitation services including physical therapy (for joint replacement, stroke recovery, cardiac issues), occupational therapy (daily living activities), and speech therapy provided by trusted partners.
• Veterans Assistance Free guidance helping veterans and spouses access VA benefits including compensation, pension, DIC, medical benefits, life insurance, and assistance with DD214 forms and applications.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• LeadingAge VirginiacoreOthersProfessional membership organization for senior living providers. The Legacy at North Augusta is a member, demonstrating commitment to industry standards and best practices in senior living.
• LeadingAge MarylandcoreOthersProfessional membership organization for senior living providers in Maryland. Part of NLCS's broader industry engagement.
• LeadingAge (National)coreOthersNational organization representing senior living providers. NLCS is affiliated with this major industry association serving people of all beliefs.
• Beverley Street Studio SchoolminorStrategic or Co-development PartnerLocal arts education organization that partners with The Legacy at North Augsburg's Atrium Gallery to showcase local artist works, enriching the lives of residents through art.
• The Staunton Augusta Arts CenterminorStrategic or Co-development PartnerArts organization partnering with the Atrium Gallery to feature curated exhibitions and support the local arts community.
• Shenandoah Valley Arts CenterminorStrategic or Co-development PartnerRegional arts center collaborating with The Legacy at North Augusta on art exhibitions and cultural programming.
• CoArt GalleryminorStrategic or Co-development PartnerLocal gallery partner contributing to the Atrium Gallery programming and art community connections.
• Mary Baldwin UniversityminorStrategic or Co-development PartnerLocal university partnership contributing to the arts community connection at The Legacy at North Augusta's Atrium Gallery.
• Hospice Care ProviderscoreStrategic or Co-development PartnerPartnerships with trusted hospice providers allow residents to remain in their apartments while receiving comfort care, support, and personalized services at end-of-life.
• Therapy Service ProviderscoreStrategic or Co-development PartnerTrusted therapy partners provide personalized in-home rehabilitation including physical therapy, occupational therapy, and speech therapy to help residents regain strength and independence.
• VA-Accredited RepresentativescoreStrategic or Co-development PartnerPartnership with VA-accredited representatives to help veterans and their spouses navigate and access earned benefits including pension, compensation, and healthcare.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• National Church Residences: Faith-based nonprofit senior housing and services organization operating CCRCs and affordable senior communities across multiple states. Most directly comparable peer to NLCS in mission, structure, and continuum-of-care model.
• Presbyterian Senior Living: Faith-affiliated nonprofit operating a network of senior living communities in Pennsylvania and surrounding states, offering independent, assisted, and skilled nursing care under a denomination-sponsored governance model analogous to NLCS.
• Asbury Communities: Methodist-affiliated nonprofit senior living operator with multiple continuing care retirement communities across the Mid-Atlantic, offering a comparable continuum of care and faith-based mission structure.
• Lutheran Life Communities: Lutheran-affiliated senior living provider offering independent, assisted, memory care, and skilled nursing across multiple communities. Closest denominational and operating-model peer to NLCS.
• Masonicare: Nonprofit, fraternal-affiliated senior living and healthcare organization offering CCRCs and skilled nursing in Connecticut with a comparable nonprofit, mission-driven operating structure.
• Acts Retirement-Life Communities: Faith-based nonprofit operating CCRCs across the eastern United States with a similar full continuum-of-care model and denomination-affiliated mission, providing scale comparison for NLCS.
• Trinity Health Senior Communities: Catholic-affiliated nonprofit senior living and care provider with multiple CCRCs nationally, comparable to NLCS in faith-based, nonprofit, continuum-of-care positioning.

Broad incumbents

• Brookdale Senior Living: Largest U.S. senior living operator offering independent, assisted, memory care and skilled nursing nationally. Provides public-company for-profit benchmark for occupancy, pricing, and labor cost trends relevant to NLCS's markets.
• Atria Senior Living: Large national for-profit operator of independent, assisted, and memory care communities. Useful for benchmarking pricing, programming, and consumer marketing practices against NLCS's Mid-Atlantic communities.
• Sunrise Senior Living: National for-profit senior living operator with a strong assisted living and memory care portfolio. Comparable in service offering and pricing tier, although structured as a for-profit chain rather than a nonprofit ministry.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NLCSNews
• YouTubeyoutube.com/user/NationalLutheran
• Facebookfacebook.com/legacyatnorthaugusta
• LinkedInlinkedin.com/company/national-lutheran-communities-&-services/about

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 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 National Lutheran Communities & Services