StoryPoint

What StoryPoint does

StoryPoint Group is a private, multi-brand senior living operator founded in 1980 and headquartered in Brighton, Michigan, serving more than 12,000 seniors across 75+ communities in at least 10 U.S. states (Illinois, Indiana, Iowa, Kentucky, Massachusetts, Michigan, Ohio, Tennessee, Wisconsin, and Texas). The company operates under the StoryPoint, Danbury Senior Living, Independence Village, Beò, and Leisure Living brands, offering a full continuum of care that spans Active Adult living for residents aged 55+, Independent Living, Enhanced Living, Assisted Living, and Memory Care, with adjacent offerings including respite care, skilled nursing, and personal care. Pricing is structured as recurring monthly subscriptions ranging from approximately $1,500 to $12,000 depending on care level and geography, generating revenue through base rent plus care service charges.

Operationally, StoryPoint runs a direct-to-consumer go-to-market model with a toll-free intake line, a website-based community finder and cost calculator, in-person tours, and referral partnerships with A Place for Mom and Caring.com. The company is a key platform operator for Welltower Inc., which structures its relationship through revenue-sharing operating agreements rather than fixed leases, aligning StoryPoint with one of the largest U.S. healthcare REITs. The technology stack includes RentCafe (Yardi) for resident and family portal services, a strong organic social media presence (notably 176,000+ TikTok followers), and the SafelyYou AI-enabled fall detection system deployed in select memory care communities. Named the No. 1 Senior Living Provider in the nation by A Place for Mom for three consecutive years, StoryPoint combines a substantial physical footprint, a vertically integrated care continuum, and an institutional real estate backer to compete in the U.S. senior living market.

Name

StoryPoint

Legal name

StoryPoint

Website

https://storypoint.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

StoryPoint Group is a private, multi-brand U.S. senior living operator serving over 12,000 residents across 75+ communities in 10 states, offering a continuum of care from active adult living through memory care under recurring monthly subscriptions, with Welltower Inc. as its institutional operator partner.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities (623311), Nursing and Residential Care Facilities (623)

SIC

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

akta.pro primary industry

Continuing Care Retirement Communities (CCRC) with Memory Care (HLADACAD)

akta.pro secondary industries

Chronic Disease & Complex Care Management (Geriatrics) (HLADALAC), Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK)

Keywords

• Senior living services
• Assisted living care
• Memory care services
• Independent living communities
• Continuing care retirement

Headquarters

HQ city

Brighton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Senior Living Services: StoryPoint Group generates revenue through monthly fees for senior living services across multiple care levels. Residents pay recurring monthly fees for housing, dining, care services, and amenities. Fee structures vary by level of care (active adult, independent living, enhanced living, assisted living, memory care) and include base rent plus care service charges.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

StoryPoint Group operates and manages 75+ senior living communities across 9 U.S. states serving over 12,000 seniors through five brands — StoryPoint, Danbury Senior Living, Independence Village, Beò, and Leisure Living. Its continuum of care spans five levels: Active Adult (55+), Independent Living, Enhanced Living, Assisted Living, and Memory Care, with each offering distinct pricing, amenities, and care intensity. The company's operations are supported by centralized corporate functions in Brighton, Michigan, while individual communities are run with decentralized local leadership.

Product overview

StoryPoint Group operates a portfolio of senior living communities offering a continuum of care from Active Adult (55+ independent living) through Memory Care, with approximately 75+ communities across 9 U.S. states serving over 12,000 seniors. The five core living options are: Active Adult (maintenance-free retirement for ages 55+), Independent Living (maintenance-free with basic services), Enhanced Living (flexible à la carte care services in private apartments), Assisted Living (24-hour licensed care), and Memory Care (specialized dementia care with Connection Points Memory Care program). Technology additions include SafelyYou AI-enabled fall detection in select memory care communities. The company also offers complementary services including a Senior Living Cost Calculator and RentCafe-based Resident & Family Portal. Award recognition includes being named #1 Senior Living Provider in the nation by A Place for Mom for three consecutive years.

Differentiator

Problem solved

Functional benefit

Brands

• Beò: Premium senior living communities offering assisted living and memory care services
• Connection Points Memory Care

Products and services

• Active Adult (55+) living Lifestyle-focused, maintenance-free rental community for independent adults aged 55 and older, offering amenities, social programming, and activities without personal-care services. Pricing is positioned as the most affordable tier in the StoryPoint continuum of care.
• Independent Living Housing for self-sufficient seniors with hospitality-style services including dining, housekeeping, activities, and transportation, without hands-on personal-care support.
• Enhanced Living A tier providing moderate daily living support beyond Independent Living but short of full Assisted Living, allowing residents to add services as needs change without leaving the community.
• Assisted Living Full personal-care support with assistance with multiple activities of daily living (ADLs) — including bathing, dressing, medication management, and mobility — alongside meals, housekeeping, and 24/7 staffing.
• Memory Care (including Connection Points program) Secured, specialized care for residents with Alzheimer's disease or other forms of dementia, featuring the Connection Points Memory Care personalized cognitive-support program and the SafelyYou AI-powered computer-vision fall detection system, with trained staff and dementia-specific programming.
• SafelyYou AI-powered fall detection AI-powered computer-vision fall detection technology deployed across StoryPoint Group memory care communities, identifying falls without requiring wearable devices and accelerating staff response.
• Resident & Family Portal (RentCafe) Online portal (RentCafe-based) used by residents and family members to manage senior living billing, lease documents, and maintenance requests.
• Senior Living Cost Calculator Digital self-service tool that lets prospective residents compare senior living costs by location and care level to support pre-sales financial planning.
• Respite Care Stay Short-term respite stay for seniors whose primary caregiver is temporarily unavailable or for families evaluating a community prior to a long-term move, functioning as both a care service and a community-trial entry point.

Quantifiable outcome

• Up to 80% fewer fall-related ER visits with SafelyYou technology
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature1 record

Partnerships

Two partnerships are on record, tiered minor and core.

• BBC StoryWorks Commercial ProductionsminorStrategic or Co-development PartnerBBC StoryWorks featured StoryPoint Group communities in a branded content series exploring dining, nutrition, and meaningful connections at senior living communities as part of the 'Age Reimagined' series.
• SafelyYoucoreTechnology or IntegrationSafelyYou provides AI-enabled fall detection technology to select StoryPoint Group memory care communities. The partnership features advanced in-room cameras, wearable alert devices, and smart sensors enabling faster response times and up to 80% fewer fall-related ER visits.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Atria Senior Living: Large multi-state senior living operator offering independent living, assisted living, and memory care across the U.S. Direct competitor to StoryPoint with a comparable care-continuum model and similar referral-partner driven go-to-market.
• Five Star Senior Living: Operates independent living, assisted living, and memory care communities across the U.S., and has operated under a Welltower-aligned structure. Closely comparable operator profile to StoryPoint in both real-estate arrangement and care continuum.
• Sunrise Senior Living: Premium senior living provider known for assisted living and memory care. Operates a similar continuum and competes with StoryPoint in Mid-Atlantic and Midwest metro markets.
• Aegis Living: West Coast-focused assisted living and memory care operator. Comparable to StoryPoint in continuum-of-care model and memory care program emphasis, though geographically complementary.
• Holiday Retirement: Largest U.S. independent living-only operator (now under Atria). Comparable to StoryPoint's active adult and independent living offerings in scale and operating geography.
• Danbury Senior Living: Wholly-owned StoryPoint subsidiary offering assisted living, memory care, and independent living across the Midwest. Direct internal peer for benchmarking care quality and operating performance.
• Independence Village: StoryPoint-owned subsidiary operating as a peer brand offering independent and assisted living across the Midwest. Material adjacency to StoryPoint core service model and geography.
• Sonida Senior Living: Mid-sized senior living operator with a similar independent/assisted/memory care continuum, including Welltower-aligned communities. Useful smaller-scale comparable for operator economics.
• Brookdale Senior Living: The largest U.S. senior living operator with a broad continuum of care across independent, assisted living, and memory care. Directly comparable to StoryPoint in service mix, occupancy model, and dependency on senior referral aggregators.

Broad incumbents

• Life Care Services (LCS): Large third-party manager of senior living communities including CCRCs. Comparable to StoryPoint in operating-agreement model with real estate owners, though LCS serves a broader CCRC client mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SPseniorLiving

Compliance7 records

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 StoryPoint