Coordinated Services Management

What Coordinated Services Management does

Coordinated Services Management, Inc. (CSM Senior Living Management) is a privately held senior living management firm founded in 1981 in Roanoke, Virginia, by Bob and Mary Elyn McNichols. The company provides comprehensive third-party management services to 26+ retirement communities across Virginia and the DC metro area, including faith-based nonprofit communities, community-based nonprofits, and for-profit owners. CSM directly manages all resident services without contracting with third parties, covering operations, admissions and marketing, care and wellness, dining, financial services, activities programming, employee relations, and development. Its 1,500+ employees include licensed nursing home administrators, registered dietitians, and certified public accountants supporting communities from independent living through skilled nursing, memory care, and affordable senior housing.

The company's core product portfolio comprises eight integrated service lines: Management & Operations, Development & Interior Design (delivered through affiliate MA Senior Living Design), Admissions & Marketing, Care & Wellness, Dining Services, Financial Services, Activities Programming & Life Enrichment, and Employee Relations. Its proprietary Reflections Memory Care program provides specialized Alzheimer's and dementia care with certified caregiver training. The technology layer is non-software in nature — CSM's differentiation comes from regulatory expertise (HUD, VHDA, Medicare, Medicaid, FHA, tax-exempt bonds) accumulated over 40+ years and an integrated service delivery model rather than a software platform. The company does not publish APIs, SDKs, or AI capabilities and operates primarily as a people-driven managed services business.

CSM earns revenue through management fees paid by community owners (for-profit and nonprofit) under multi-year contracts, supplemented by reimbursable staffing and purchasing arrangements. The go-to-market is relationship-led and reputation-driven, targeting nonprofit boards and for-profit owners seeking to professionalize operations, achieve regulatory compliance, and improve financial performance. Leadership transitioned in 2024, with Denise White becoming Owner & President and Dave Rawlings Owner & Vice President, succeeding founder Bob McNichols, who remains Chairman Emeritus. The company remains entirely founder-controlled with no institutional investor involvement and no disclosed funding rounds, operating as a self-funded regional operator in a consolidating industry.

Name

Coordinated Services Management

Legal name

Coordinated Services Management, Inc.

Website

https://csmmanagement.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Coordinated Services Management (CSM) is a privately held, Roanoke, Virginia-based senior living management firm founded in 1981, providing comprehensive operations, care, dining, marketing, and financial management services to 26+ retirement communities across Virginia and the DC metro area, primarily for faith-based and nonprofit community owners.

Ownership category

akta.pro rank

Product category

Senior Living Management Services

NAICS

Services to Buildings and Dwellings (5617), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331)

SIC

Services-Facilities Support Management Services (8744), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Senior Living Property Management (BPAJAGAI)

akta.pro secondary industries

Senior & Assisted Living Residential Property Management (BPAJAFAE), Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB)

Keywords

• Senior living management
• Retirement community operations
• Assisted living services
• Memory care programs
• Senior housing development

Headquarters

HQ city

Roanoke

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Community Management Services: CSM provides comprehensive management services to senior living communities, including operations, financial services, care and wellness, dining, admissions and marketing, and employee relations. Revenue is generated through management fees from community owners.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Coordinated Services Management provides full-service third-party management of senior living communities on behalf of community owners. Service scope covers operations and administration, admissions and marketing, care and wellness (including memory care), dining, financial management, activities and life enrichment, employee relations, and development and interior design. Revenue is generated through management fees from the for-profit and nonprofit retirement communities CSM contracts to operate.

Product overview

Coordinated Services Management (CSM) is a senior living management company offering a comprehensive suite of integrated services for retirement communities. The company provides management and operations services alongside specialized offerings including Development & Interior Design (via affiliate MA Senior Living Design), Admissions & Marketing, Care and Wellness, Dining Services, Financial Services, Activities Programming & Life Enrichment, and Employee Relations. CSM also offers its proprietary Reflections Memory Care program for Alzheimer's and dementia care. The company manages over 26 communities across Virginia and the DC metro area, serving faith-based, community-based, and for-profit retirement communities.

Differentiator

Problem solved

Functional benefit

Brands

• MA Senior Living Design: Affiliate company providing senior living development and project management services, including interior design. Many communities originally developed by MA Senior Living Design are still managed by CSM today.
• Reflections Memory Care

Products and services

• Management & Operations Hands-on management services for senior living communities covering quality assurance, records documentation, accounting, payroll, rent collection, human resources, contract administration, environmental services, and pre-opening operations support. Intended for community owners (for-profit and nonprofit).
• Development & Interior Design Development and project management for new senior living communities and expansions, including concept, market evaluation, building design, and construction, with an in-house interior design team specializing in senior living spaces. Intended for community owners and developers.
• Admissions & Marketing Comprehensive sales and marketing training, strategic planning, lead generation, market research, advertising, branding, and staff recruitment support for senior living communities. Intended for community owners seeking to drive occupancy.
• Care & Wellness Quality nursing care for assisted living, nursing, and memory care communities, including on-site nursing support, training, quality assurance programs, clinical services oversight, regulatory compliance, and risk management. Intended for community owners and residents.
• Dining Services Professional dining services including menu planning by registered dietitians, farm-to-table programs, special dietary needs accommodation, and cost-effective food programs leveraging large-scale purchasing power. Intended for community residents served through managed communities.
• Financial Services Complete financial management including payroll, budgeting, state Medicaid oversight, billing, rent collection, financial statement production, and monitoring of HUD, Medicare, and Medicaid requirements. Intended for community owners.
• Activities Programming & Life Enrichment Life enrichment programming promoting socialization, happiness, and well-being of seniors, including daily activities, the Reflections Memory Care program, and Resident Councils. Intended for residents of CSM managed communities.
• Employee Relations Comprehensive employee recruitment, engagement, training, and retention programs including orientation, a benefits package with health and dental insurance, an employee assistance program, and career development, including an Administrator-in-Training program. Intended for community owners and on-site community staff.
• Reflections Memory Care CSM's proprietary program for Alzheimer's and dementia care utilizing up-to-date therapeutic approaches, specialized caregiver training, and a resident-focused approach. Delivered within CSM managed memory care communities.

Quantifiable outcome

• Managing 26+ communities with 1,500+ employees
• +1 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• LeadingAge VirginiaminorOthersCSM is a proud member of LeadingAge Virginia, an industry association supporting senior living providers.
• ArgentumminorOthersCSM is recognized by Argentum as one of the 150 largest senior living providers in the U.S.
• MA Senior Living DesigncoreStrategic or Co-development PartnerMA Senior Living Design is CSM's affiliate company that handles development and interior design services. Many of the communities originally developed by MA Senior Living Design are still managed by CSM today, including St. Mary's Woods opened in 1988. The in-house interior design team works on new building and expansion projects to maintain community quality standards.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Pegasus Senior Living: Pegasus Senior Living operates and manages assisted living and memory care communities across multiple U.S. states with a regional, relationship-driven model. It is comparable to CSM in scope of services offered to community owners and in its emphasis on culture and resident experience.
• Affinity Living Communities: Affinity Living Communities is a regional senior living operator and management company serving communities across the U.S. Southeast and Mid-Atlantic, with comparable service offerings to CSM including management, dining, and resident care services.
• Enlivant: Enlivant is a senior living management and operating company focused on assisted living and memory care communities across the U.S. Like CSM, Enlivant operates as a third-party manager for community owners and targets a mix of for-profit and nonprofit clients with a hands-on, regional operating model.
• Life Care Services (LCS): Life Care Services is one of the largest third-party senior living management companies in the U.S., providing operations, dining, marketing, and resident services to owner-operators of CCRC, assisted living, and memory care communities. LCS directly competes with CSM in the B2B managed-services model serving faith-based and nonprofit community owners.
• Discovery Senior Living: Discovery Senior Living is a senior living management and development company operating assisted living and memory care communities in multiple U.S. states. It directly competes with CSM in third-party management and operates a similar full-service operating platform for community owners.
• Sonida Senior Living: Sonida Senior Living (formerly Capital Senior Living) is a senior living owner-operator and manager of independent living, assisted living, and memory care communities across the U.S. Comparable to CSM in its portfolio mix and reliance on third-party management agreements to generate fee income.
• Sunshine Retirement Living: Sunshine Retirement Living manages and operates assisted living and memory care communities in multiple U.S. states, including active expansion across the Mid-Atlantic. It is comparable to CSM in providing third-party management services to senior living community owners.
• Five Star Senior Living: Five Star Senior Living provides senior living management, dining, and lifestyle services to owner-operators and operates communities across the U.S. Like CSM, Five Star offers a third-party managed-services platform and competes for management contracts from nonprofit and for-profit community owners.

Broad incumbents

• Brookdale Senior Living: Brookdale is the largest senior living operator in the United States with a national footprint of independent living, assisted living, memory care, and CCRCs. As a scaled incumbent, Brookdale competes with CSM for residents, management contracts, and acquisition targets in CSM's markets.
• Atria Senior Living: Atria Senior Living is a large national owner-operator of senior living communities offering independent living, assisted living, and memory care. While Atria is primarily an owner-operator rather than a pure management firm, it competes with CSM for both residents and for management contracts at large multifamily-style senior communities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/coordinated-services-management-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

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 Coordinated Services Management