SRG
SRG Senior Living is a privately held, CARF-accredited developer and operator of 20+ luxury rental senior living communities across seven U.S. states, serving independent living, assisted living, memory care, and integrated healthcare residents through a direct-to-consumer monthly subscription model.
- Company typePrivate
- Founded1985
- HeadquartersSolana Beach, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What SRG does
SRG Senior Living (legal name: Senior Resource Group; operating brands include SRG Senior Living) is a privately held developer and operator of luxury rental senior living communities in the United States, founded circa 1985 and headquartered in Solana Beach, California. The company operates 20+ resort-style communities across Arizona, California, Florida, Georgia, Oregon, South Carolina, and Texas, with a headcount of 1,001-5,000 employees. All SRG communities are CARF-accredited and several are the only CARF-accredited rental community in their respective local markets.
The core offering is structured as five tiers of living on each campus: Independent Living, Assisted Living, The Club (for active seniors needing minimal support), Memory Care, and Integrated Health Care. Underpinning the service delivery is the Fountain of You brand philosophy and a portfolio of signature programs: Zest/ZestFit (holistic mind-body-soul wellness), Dine Your Way (12-hour daily dining with FreshZest plant-forward menus), and The Power of We (social engagement). Integrated Health Care is operationalized through partnerships with EmpowerMe Wellness (on-site PT/OT/speech therapy and EmpowerMe 360), Senior Doc (on-site primary care), and Curana Health (on-site primary care at The Carlisle Naples). SRG Assure provides post-hospital care transition support, with reported readmission rates averaging half the national average. The company also partners with Patriot Angels to help veterans access VA Aid & Attendance benefits.
SRG's business model is a direct-to-consumer monthly rental subscription. Independent Living rates range from approximately $6,295 to $12,020+ per month depending on residence type and location, with Assisted Living adding tiered care-level charges on top of base rent. The company explicitly avoids buy-in or entrance fee models, distinguishing it from many competitors. The go-to-market is sales-led and event-driven, relying on community tours, personalized consultations, and experiential programming (Lunch & Learn, Brunch & Learn, lifestyle showcases) to convert prospects, supported by digital channels including the corporate website, blog, email, and active social media presence on LinkedIn, Facebook, and Instagram. Revenue is recurring monthly resident fees across the 20+ community portfolio.
SRG firmographics
Firmographics- Name
- SRG
- Legal name
- Senior Resource Group
- Website
- https://srgseniorliving.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- SRG Senior Living is a privately held, CARF-accredited developer and operator of 20+ luxury rental senior living communities across seven U.S. states, serving independent living, assisted living, memory care, and integrated healthcare residents through a direct-to-consumer monthly subscription model.
- Ownership category
- akta.pro rank
SRG industry classification
Industry- Product category
- Senior Living Services
- NAICS
- Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331)
- SIC
- Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Market-Rate Independent Living (Private Pay) Communities (HLADAAAA)
- akta.pro secondary industries
- Luxury/Resort-Style Independent Living Communities (HLADAAAC), Independent Living Real Estate Owners/Operators (REITs & Management Companies) (HLADAAAG)
Keywords
Where SRG is headquartered
LocationHeadquarters
- HQ city
- Solana Beach
- HQ country
- United States
- HQ region
- North America
Offices15 records
Markets served
SRG business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Monthly Resident Fees: SRG generates primary revenue through monthly rental fees charged to residents across independent living, assisted living, and memory care communities. Fees vary by community location, residence type, and level of care required. Independent living typically ranges from $6,295 to $12,020+ per month, with assisted living adding additional care costs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Studio Suite - 476 sq. ft. |
| Subscription | Monthly | One Bedroom - 569-704 sq. ft. |
| Subscription | Monthly | One Bedroom Deluxe - 861 sq. ft. |
| Subscription | Monthly | Two Bedrooms / Two Bathrooms - 1,003 sq. ft. |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
SRG product offering
Product offeringCore offering
SRG develops, owns, and operates resort-style senior living communities across the United States, offering a continuum of care that includes independent living, assisted living, memory care, and integrated on-site healthcare. Residents pay monthly rental fees (no buy-in/entrance fees) for housing, dining, lifestyle programming, and care services, with pricing tiered by residence type and care level.
Product overview
SRG Senior Living operates as a senior living community provider with a portfolio of approximately 20+ residential communities across multiple U.S. states. The company's unified product platform is anchored by its overarching brand philosophy, The Fountain of You, which underpins all service delivery. This core philosophy is supported by signature programs including Zest/ZestFit (holistic wellness), Dine Your Way (12-hour flexible dining), and The Power of We (social engagement). Living options are structured across five tiers: Independent Living, Assisted Living, The Club, Memory Care, and Integrated Health Care. Integrated Health Care is further delivered through sub-products — EmpowerMe 360 (rehabilitation and wellness), Senior Doc (on-site primary care), and SRG Assure (care transitions) — as well as the Patriot Angels partnership for VA benefits navigation. Each named community property functions as a branded sub-product within the portfolio, with communities such as Maravilla Scottsdale, Peninsula Del Rey, Maravilla at The Domain, Amber Lights, and The Village at Ocotillo offering the same core living options with community-specific amenities and local character.
Differentiator
Problem solved
Functional benefit
Brands
- The Fountain of You: SRG's signature wellness philosophy and brand program focused on empowering residents' individual passions and potential
- Zest
- The Power of We
- Dine Your Way
- ZestFit
- EmpowerMe 360
- SRG Assure
- FreshZest
Products and services
- Independent Living Residential senior living for active seniors seeking a maintenance-free lifestyle with resort-style amenities, social programming, flexible dining, and access to wellness opportunities across SRG's communities.
- Assisted Living Residential senior living with personalized care plans and trained caregiver support for activities of daily living (bathing, dressing, medication management), offered alongside independent living amenities at SRG communities.
- Memory Care Specialized residential care for seniors with Alzheimer's disease and other forms of memory loss, providing secure environments, tailored cognitive engagement programs, and adaptive caregiver support.
- The Club Residential living option for active seniors needing minimal support, providing the SRG lifestyle and amenity experience within the living choices framework.
- Integrated Health Care On-site integrated healthcare offering for SRG residents, combining EmpowerMe 360 rehabilitation and wellness, Senior Doc primary care, and SRG Assure care-transition support to reduce external medical visits and support continuity of care.
- Zest Wellness Program SRG's signature three-dimensional holistic wellness program integrating mind, body, and soul, including ZestFit group fitness classes (yoga, Zumba, Tai Chi, weight training), available across SRG communities.
- Dine Your Way SRG's flexible 12-hour per day restaurant-style dining program, offering daily fresh specials, evolving seasonal menus, multiple venues including a main restaurant and private dining room, and VIP service across SRG communities.
- The Power of We SRG's signature social engagement and community-building program centered on connection, creativity, and shared experience to nourish residents' emotional and mental well-being.
- Respite Care Short-term temporary stays for seniors recovering from illness or injury, providing caregiver respite and trial living experiences at SRG communities.
Quantifiable outcome
- Readmission rates averaging half the national average through SRG Assure program
- +1 more outcomes
Companies that use SRG
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles2 records
SRG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
SRG partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Curana HealthcoreCurana Health provides on-site primary care services for residents at The Carlisle Naples community. Services include preventive care, chronic condition management, and therapy services. The partnership joins existing rehabilitation provider EmpowerMe Wellness to offer integrated medical care.
- EmpowerMe WellnesscoreEmpowerMe Wellness provides on-site rehabilitation and preventative wellness services to SRG communities. The partnership includes the EmpowerMe 360 program offering coordinated, whole-person care with improved mobility, strength, and overall health support. Services include physical, occupational, and speech therapy as well as regular wellness touchpoint meetings conducted by on-site therapy staff.
- Senior DoccoreSenior Doc brings health and wellness support directly to residents, providing personalized primary care services in the comfort and privacy of residents' own residences. Services include check-ups, care planning, medication management, screenings, and secondary care for sudden issues like colds, falls, and minor injuries.
- SRG AssurecoreSRG Assure provides focused, coordinated support to help residents safely transition back to daily life after a hospital stay. The program offers confident transition back to community life, communication and coordination across care providers, individualized support, and achieves readmission rates averaging half the national average.
- Patriot AngelsminorPatriot Angels partners with SRG communities to help veterans and surviving spouses navigate VA Aid & Attendance benefits that may help pay for assisted living and memory care. The partnership streamlines paperwork and provides trusted guidance every step of the way.
- Encompass Rehabilitation HospitalminorGuest speakers from Encompass Rehabilitation Hospital participate in Villa Hermosa's Thrive at 65+ Series panel discussions on proactive health and wellness, sharing insights on care transitions and rehabilitation support.
- Dependable Home HealthminorGuest speakers from Dependable Home Health participate in Villa Hermosa's Thrive at 65+ Series panel discussions on proactive health and wellness and support systems for individuals to thrive.
- Home InsteadminorGuest speakers from Home Instead participate in Villa Hermosa's Thrive at 65+ Series panel discussions on proactive health and wellness, sharing insights on care transitions and support systems.
- Senior Financial Benefits, Inc.minorTom Mertensmeyer of Senior Financial Benefits, Inc. serves as guest speaker at The Heritage Tradition's 'Lease vs. Buy' event, providing guidance on financial distinctions between leasing (rental) and buy-in (entrance fee) senior living models.
- Curated TransitionsminorMaya Adams of Curated Transitions partners with Maravilla communities to provide practical tips for successful downsizing transitions at 'The Art of Downsizing' educational events.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
SRG competitors and assessment
Company assessmentDirect peers
- Atria Senior Living: Large US operator of luxury independent living, assisted living, and memory care communities with a similar resort-style positioning, multi-state footprint, and rental model. Closest direct competitor to SRG in the upscale private-pay tier.
- Belmont Village Senior Living: Privately held operator of upscale senior living communities across the US offering independent living, assisted living, and memory care with integrated wellness programs. Closely comparable luxury tier, multi-state footprint, and continuum-of-care model to SRG.
- Sunrise Senior Living: Established operator of premium senior living communities offering assisted living, memory care, and independent living. Comparable luxury positioning and integrated care services, though Sunrise operates internationally and is now owned by Welltower.
- Merrill Gardens: Family-owned operator of upscale independent living, assisted living, and memory care communities across the Western US. Highly comparable rental model, luxury positioning, and regional concentration to SRG.
- Watermark Retirement Communities: Privately held operator of upscale senior living communities offering independent living, assisted living, and memory care. Comparable luxury positioning and continuum-of-care model, though Watermark is a smaller portfolio than SRG.
- Five Star Senior Living: Operator of independent living, assisted living, and memory care communities across the US. Comparable product mix but with more mid-market positioning than SRG's luxury tier, and operates as a division of Diversified Healthcare Trust.
- Sonida Senior Living: Operates independent living, assisted living, and memory care communities across the US. Comparable product offering though smaller in scale and more value-oriented versus SRG's luxury positioning.
Broad incumbents
- Brookdale Senior Living: Largest US senior living operator with ~650+ communities across independent living, assisted living, and memory care. Comparable product mix but broader scale, more mid-market positioning, and public-company cost of capital versus SRG's private luxury niche.
- Life Care Services (LCS): Large third-party manager of senior living communities including CCRC, independent living, and assisted living. Adjacent business model (management services rather than direct ownership) but comparable resident base and care continuum.
Emerging players
- The Aspenwood Company: Family-owned operator of upscale senior living communities in Texas with a luxury resort-style positioning. Comparable high-end branding and continuum-of-care model, though smaller and geographically narrower than SRG.
Market position
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
SRG social profiles
Digital presenceSRG compliance and trust
Trust signalCompliance1 record
SRG financial estimates
Financial estimateRevenue estimate
Valuation estimate
SRG leadership team
Management profileNumber of profiles
Profiles2 records
SRG subsidiaries and ownership
Company hierarchySubsidiaries22 records
SRG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SRG M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SRG
What does SRG do?
SRG develops, owns, and operates resort-style senior living communities across the United States, offering a continuum of care that includes independent living, assisted living, memory care, and integrated on-site healthcare. Residents pay monthly rental fees (no buy-in/entrance fees) for housing, dining, lifestyle programming, and care services, with pricing tiered by residence type and care level.
Is SRG a public or private company?
SRG is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SRG founded?
SRG was founded in 1985. It employs 1,001 to 5,000 people.
Where is SRG based?
SRG is headquartered in Solana Beach, United States, in the North America region.
How does SRG make money?
One revenue line is on record: monthly Resident Fees.
Who are SRG's main competitors?
Direct peers on record are Atria Senior Living, Belmont Village Senior Living, Sunrise Senior Living, Merrill Gardens, Watermark Retirement Communities, Five Star Senior Living and Sonida Senior Living. Broad incumbents are Brookdale Senior Living and Life Care Services (LCS). The Aspenwood Company is listed as an emerging player.
Does SRG have an API?
No public API is recorded for SRG.
What industry is SRG in?
SRG's product category is Senior Living Services. Its primary akta.pro industry code is HLADAAAA, Market-Rate Independent Living (Private Pay) Communities, with a secondary code of HLADAAAC, Luxury/Resort-Style Independent Living Communities. Its NAICS code is 623312 and its SIC code is 8050.