What Holland Home does

Holland Home is a Michigan-based nonprofit senior living organization, founded in 1892, that operates a full continuum of care across two primary campuses (Breton Woods and Raybrook) in Grand Rapids, Michigan, serving over 2,500 residents and clients daily through 1,100+ employees. Its service portfolio spans independent living (townhomes and apartments), assisted living, memory care/dementia care, skilled nursing, inpatient and outpatient rehabilitation, home care (via Atrio Home Care, a joint venture with Resthaven), and hospice and palliative care (via Faith Hospice and Trillium Woods). Holland Home was the first registered Continuing Care Retirement Community (CCRC) in Michigan and is the first PAC-Designated Organization in the state (fifth nationally) for dementia care.

The organization's business model centers on Continuing Care Agreements that combine an upfront entrance fee (50/50 plan options, with disclosed starting prices ranging from approximately $148,750 to $187,850 for independent living residences) with monthly service fees, all backed by the Lifecare Promise — a guarantee of lifetime care and accommodations even if a resident outlives their financial resources, with approximately $5 million in annual resident assistance funded by the Holland Home Foundation. Managed-care revenue from Medicare, Medicaid, and private insurance reimburses skilled nursing, rehabilitation, home health, and hospice services. Differentiated programs include the trademarked Vibrant Living wellness model (five-pillar framework covering spiritual, intellectual, emotional, social, and physical wellness), the P.A.T.H. fitness assessment, the R.E.A.L. lifelong learning program, Smart Home technology (sensors, fall detectors, telehealth monitors), and The Dementia Journey VR-based staff training.

Holland Home pursues a sales-led, direct-to-consumer go-to-market targeting adults 65+ and their families, combining inside sales, dedicated senior living consultants, virtual and in-person campus tours, webinars, resident panels, and foundation events (Keeping the Promise Dinner, annual golf outing). It is wholly owned by Trillium Living and has announced The Averden, a $215 million third campus in Ada, MI, with 136 independent living residences and 15 assisted living rooms targeted at active adults 60+, with construction expected to begin in early 2027. Its stated value proposition rests on price competitiveness (19% lower annual cost and 58% lower cost per square foot versus comparable Grand Rapids-area CCRCs), 130+ years of operating history, U.S. News Best Senior Living and Best Nursing Homes recognition, and Lifecare Promise economics.

Name

Holland Home

Legal name

Holland Home

Website

https://hollandhome.org

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Holland Home is a Michigan-based nonprofit operating Michigan's largest nonprofit senior living organization, delivering a full continuum of care — independent living, assisted living, memory care, skilled nursing, rehabilitation, home care, and hospice — across two Grand Rapids campuses serving 2,500+ residents daily under a Lifecare Promise model.

Ownership category

akta.pro rank

Product category

Senior Living and Continuing Care Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Nursing Care Facilities (Skilled Nursing Facilities) (62311), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051), Services-Home Health Care Services (8082)

akta.pro primary industry

Market-Rate Independent Living (Private Pay) Communities (HLADAAAA)

akta.pro secondary industries

Senior & Assisted Living Residential Property Management (BPAJAFAE), Long-Term Care Nursing Homes (Custodial LTC) (HLADADAB), In-Home Dementia Care Services (Specialized Personal Care) (HLADACAI)

Keywords

• Senior living services
• Assisted living care
• Continuing care retirement
• Memory care services
• Skilled nursing facilities

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Continuing Care Agreement (Entrance Fee + Monthly Fees): Residents pay an upfront entrance fee (50/50 entrance fee plans) plus ongoing monthly fees. The Continuing Care Agreement guarantees lifetime care regardless of financial circumstances through the Lifecare Promise.
2. Independent Living Fees: Monthly fees for independent living residences including apartments and townhomes with access to amenities, dining options, and continuum of care.
3. Assisted Living Fees: Monthly fees for assisted living services including room, meals, housekeeping, medication management, and personal care assistance.
4. Atrio Home Care Services: Home health and home care services provided through Atrio Home Care partnership, billed to insurance. Includes medical nursing, therapy services, and personal care.
5. Faith Hospice Services: Hospice care services including in-home hospice, inpatient facility (Trillium Woods), bereavement services, and palliative care.
6. Skilled Nursing and Rehabilitation: Inpatient and outpatient rehabilitation and skilled nursing services, with reimbursement through Medicare, Medicaid, and private insurance.
7. Memory Care Services: Specialized dementia care services in secure residential settings with PAC-designated training programs.
8. Resident Assistance Fund (Donations): Foundation receives donations to support residents who outlive their financial resources, distributed through the Resident Assistance Fund.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels12 records

Core offering

Holland Home operates Michigan's largest nonprofit senior living platform, providing a full continuum of care across two Grand Rapids campuses (Breton Woods and Raybrook) and a planned third community (The Averden in Ada). Offerings span independent living, assisted living, dementia/memory care, skilled nursing, rehabilitation, home care (Atrio Home Care), and hospice care (Faith Hospice), unified by the Lifecare Promise Continuing Care Agreement that guarantees lifetime care regardless of financial circumstances.

Product overview

Holland Home is Michigan's leading nonprofit senior living and care organization offering a full continuum of care across multiple campuses. The company operates on a platform-plus-services model, providing independent living (townhomes and apartments), assisted living, dementia care, rehabilitation services, skilled nursing, home care (via Atrio Home Care), and hospice care (via Faith Hospice). Key programs include the Lifecare Promise (Continuing Care Agreement guaranteeing lifelong care), Vibrant Living wellness model, and Smart Technology for resident safety. The organization serves residents across Breton Woods and Raybrook campuses in Grand Rapids, MI, with a third campus (The Averden) under development in Ada. Holland Home is a wholly owned division of Trillium Living and employs over 1,100 people serving more than 2,500 individuals daily.

Differentiator

Problem solved

Functional benefit

Brands

• Vibrant Living: Award-winning research-based wellness model addressing five foundational areas of health: Spiritual Fulfillment, Intellectual Discovery, Emotional Well-Being, Social Engagement, and Physical Wellness.
• P.A.T.H.
• R.E.A.L.
• Smart Homes
• Lifecare Promise

Products and services

• Independent Living Maintenance-free lifestyle in townhomes or apartment homes for adults 65 and over, with access to the full continuum of care, Vibrant Living programs, dining options, and the Lifecare Promise.
• Assisted Living Support with daily living activities including personal care, medication management, housekeeping, meals, and frequent check-ins for safety and comfort, with private studio units and access to amenities.
• Memory Care (Dementia Care) Specialized residential care for individuals living with Alzheimer's or related dementia, featuring secure units, PAC-trained staff, person-centered programming, and the Evening Star worship ministry.
• Rehabilitation Services Inpatient and at-home rehabilitation including physical, occupational, and speech therapy to help residents recover from illness or surgery, with rehospitalization rates better than state and national averages.
• Skilled Nursing

Quantifiable outcome

• 19% lower annual costs compared to other CCRCs in greater Grand Rapids area
• +5 more outcomes

Named customers13 records

Segments8 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Align Senior CarecoreStrategic or Co-development Partner · 1 December 2019Medicare Advantage Special Needs Plan (SNP) partnership providing enhanced clinical care and supplemental benefits to Holland Home residents. Each member receives a dedicated Nurse Practitioner and Care Ally for care coordination. Serves both Institutional SNPs (I-SNP) and Chronic-Condition SNPs (C-SNP).
• Masterpiece LivingminorStrategic or Co-development Partner · 1 January 2009Cutting-edge wellness initiative developed by Mayo Clinic, University of Michigan, and other experts on aging. Launched at Breton Woods and Raybrook campuses to help residents 'live better longer.'
• Atrio Home CarecoreStrategic or Co-development PartnerCollaborative partnership between Holland Home and Resthaven bringing over 60 years of collective experience. Atrio Help at Home provides everyday in-home services; Atrio Home Health provides clinical care services. Serves seniors throughout West Michigan.
• Dementia InstitutecoreStrategic or Co-development PartnerTraining, education, and support for dementia caregivers. Offers The Dementia Journey VR training program and Family & Friends Caregiver Course. Partnership provides specialty training for Holland Home staff and family consultations.
• Trillium InstitutecoreStrategic or Co-development PartnerCommitted to improving hospice and palliative care training and education. Provides Palliative Matters Podcast, educates medical professionals, and advances end-of-life care practices.
• Faith HospicecoreStrategic or Co-development PartnerHospice care provider offering in-home services, inpatient care at Trillium Woods facility, bereavement services, and palliative care. Provides spiritual care through chaplain team.
• Reliance Community Care PartnersminorStrategic or Co-development PartnerResource for seniors and caregivers since 1979, providing case management services for daily living support and dignified care.
• Care ResourcesminorChannel Partner/ Reseller/ DistributorPACE (Program of All-Inclusive Care for the Elderly) provider at Fulton Manor, promoting healthy independent living for adults 55+.
• TANDEM365minorStrategic or Co-development PartnerCollaborative venture of healthcare professionals enabling older adults to remain in homes through coordinated care with single point of contact.
• Trillium LivingcoreOthersParent organization; collective of organizations dedicated to enhancing lives of seniors at every stage of aging journey. Holland Home is a wholly owned division.
• Barnabas FoundationminorOthersPartners with Holland Home Foundation to offer complimentary estate planning assistance from biblical perspective. Helps donors with charitable gift and will planning.
• This Day & Age Podcast Partners (Faith Hospice, Atrio Home Care)minorGTM or Marketing PartnerCollaborative podcast production with Faith Hospice and Atrio Home Care addressing aging topics and providing resources for seniors and families.

Scale indicators13 records

Recent moves16 records

Expansion highlights6 records

Direct peers

• Resthaven: Holland, MI-based nonprofit senior services organization that operates continuing care retirement communities and is also a formal partner in Atrio Home Care with Holland Home. Comparable nonprofit mission, full continuum of care, and overlapping West Michigan service area make it a direct peer and cooperating competitor.
• Sunset Retirement Communities: Jenison, MI-based nonprofit continuing care retirement community serving the greater Grand Rapids market with independent living, assisted living, memory care, and skilled nursing. Same West Michigan geography and CCRC continuum model as Holland Home.
• Erickson Senior Living: Large U.S. operator of continuing care retirement communities with full-service campuses, Lifecare-style contracts, and integrated wellness programs. Closest large-scale peer to Holland Home's all-in-one CCRC model.
• Life Care Services: Des Moines, IA-based operator/manager of 200+ senior living communities including CCRC communities with Lifecare continuums. Highly comparable operating model across independent living, assisted living, memory care, and skilled nursing with similar pricing structures.
• Beacon Hill at Eastgate: Continuing care retirement community located in Grand Rapids, MI offering independent living, assisted living, and skilled nursing. Direct geographic competitor for Holland Home's primary service area with overlapping CCRC product set.
• Clark Retirement Community: Grand Rapids, MI-based nonprofit CCRC operating independent living, assisted living, skilled nursing, and memory care on a single campus. Same city and same CCRC model with the Lifecare-style continuum, making it the closest local direct peer.

Broad incumbents

• Atria Senior Living: Louisville, KY-based national senior living operator with a portfolio of independent living, assisted living, and memory care communities. Comparable resident demographic and care services but operates as a broad national incumbent rather than a single integrated CCRC.
• Sunrise Senior Living: McLean, VA-based national senior living provider with assisted living and memory care communities across the U.S. and similar partnerships with hospital systems. Comparable resident profile and care categories as a broader competitor in West Michigan markets.
• Brookdale Senior Living: Largest U.S. senior living operator (Brentwood, TN) providing independent living, assisted living, memory care, and skilled nursing across hundreds of communities nationwide. Overlaps Holland Home's core product categories but operates at national scale rather than a single CCRC continuum.

Regional players

• Masonicare: Wallingford, CT-based nonprofit faith-affiliated CCRC offering independent living, assisted living, memory care, skilled nursing, and home care. Same nonprofit mission and full-continuum CCRC model, but operates exclusively in Connecticut rather than Michigan.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/HollandHomeGR
• Facebookfacebook.com/hollandhome
• LinkedInlinkedin.com/company/holland-home
• Xx.com/hollandhome

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries5 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 Holland Home