New Horizons
New Horizons is a not-for-profit senior living community in Marlborough, Massachusetts, owned by the Cummings Foundation. It provides independent living, assisted living, memory care, and full-service retirement programs to more than 400 seniors on a 40-acre campus.
- Company typePrivate
- Founded1994
- HeadquartersMarlborough, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What New Horizons does
New Horizons at Marlborough is a not-for-profit senior living community located on a 40-acre campus in Marlborough, Massachusetts, abutting 100 acres of conservation land. Founded in 1994 and operated under the legal entity New Horizons at Marlborough, LLC, the community serves more than 400 residents aged 65 to 100 (with an average age in the mid-80s) drawn primarily from MetroWest and Greater Boston. The core service portfolio spans independent living, assisted living, memory and Alzheimer's care (integrated in 2020), and full-service retirement, delivered across the main 400 Hemenway building and the independent living buildings at 370 and 420 Hemenway Street, collectively encompassing more than 325 units.
The operating model is a residential care and hospitality platform built around private apartments with on-site amenities including three daily meals, weekly housekeeping, scheduled transportation, an indoor heated lap pool, a fitness center, a hair salon, Bouvier Pharmacy, religious services across three faith traditions, and college alumni clubs. Personal care and clinical services for assisted living residents are delivered through a partnership with Mary Ann Morse Healthcare, a Medicare-approved home health agency, with care plans customized per resident and a licensed nurse on-site 24 hours per day. The community has no proprietary software platform disclosed and operates as a labor-intensive, regulated care business.
Revenue is generated through three streams: a $30,000 fully refundable one-time entrance fee (refundable upon departure, effectively working capital rather than recognized revenue), recurring monthly service fees ranging from approximately $2,400 to $6,400 depending on living tier and meal inclusion, and a third-party assisted living care service fee of approximately $1,700/month per standard care plan resident billed via Mary Ann Morse Healthcare. The community is owned by Cummings Foundation, Inc., one of the largest private foundations in New England with approximately $4 billion in net assets, which absorbs most cost-of-living and operational increases and enables the six-year rate freeze offered to qualifying new residents. A sister community, New Horizons at Choate in Woburn, serves approximately 120 additional residents under the same ownership umbrella, with Cummings Properties managing both properties on a pro bono basis.
New Horizons firmographics
Firmographics- Name
- New Horizons
- Legal name
- New Horizons at Marlborough, LLC
- Website
- https://countrycommunities.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- New Horizons is a not-for-profit senior living community in Marlborough, Massachusetts, owned by the Cummings Foundation. It provides independent living, assisted living, memory care, and full-service retirement programs to more than 400 seniors on a 40-acre campus.
- Ownership category
- akta.pro rank
New Horizons industry classification
Industry- Product category
- Senior Living Services
- NAICS
- Continuing Care Retirement Communities (623311), Assisted Living Facilities for the Elderly (623312)
- SIC
- Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Life Plan / Entrance-Fee CCRCs (HLADAEAA)
- akta.pro secondary industries
- Short-Term Dementia Respite & Transitional Memory Care Programs (HLADACAG), Market-Rate Independent Living (Private Pay) Communities (HLADAAAA)
Keywords
Where New Horizons is headquartered
LocationHeadquarters
- HQ city
- Marlborough
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
New Horizons business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Others
Revenue model
- Entrance Fees: One-time fully refundable entrance fee of $30,000 for main program and 370/420 Hemenway buildings; $10,000 for cottages. Refundable to resident or estate upon departure.
- Monthly Service Fees: Monthly rental fees for independent and assisted living accommodations. Includes meals, housekeeping, utilities, activities, and transportation. Second-occupant fee of $300/month for couples.
- Assisted Living Care Services: Third-party personal care services billed separately through Mary Ann Morse Healthcare, adding approximately $1,700/month for standard care plan.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 370 Hemenway Independent Living - Full American-style breakfast included |
| Subscription | Monthly | 420 Hemenway Independent Living - Dinner and additional amenities included |
| Subscription | Monthly | 400 Hemenway Full-Service Retirement - All-inclusive independent living |
| Subscription | Monthly | Assisted Living Care Services |
| Subscription | Monthly | Second Occupant Fee |
| Other | One-time | Application Fee |
| Other | One-time | Entrance Fee |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
New Horizons product offering
Product offeringCore offering
New Horizons at Marlborough is a not-for-profit senior living community offering Independent Living, Assisted Living, Memory & Alzheimer's Care, and a Full-Service Retirement program across more than 325 apartments on a 40-acre campus. Services include private apartments with utilities and housekeeping, three daily meals, 24-hour licensed nursing, scheduled transportation, and an on-site pharmacy, fitness center, and pool. Pricing combines a one-time fully refundable entrance fee with monthly service fees ranging from roughly $2,400 to $6,400 per month.
Product overview
New Horizons is a not-for-profit senior living community offering a continuum of residential care services across multiple living options. The core portfolio includes Independent Living (at The Meadows buildings and the full-service 400 Hemenway building), Assisted Living with customizable care plans provided through Mary Ann Morse Healthcare, and Memory & Alzheimer's Care. Residents can also access Full-Service Retirement (all-inclusive meals, housekeeping, activities, and transportation), Conventional Apartments (self-directed with no meals), and Vacation Packages for short-term stays. On-campus amenities include Bouvier Pharmacy, a Fitness Center with an indoor heated pool, and College Alumni Clubs. The community is owned and operated by Cummings Foundation.
Differentiator
Problem solved
Functional benefit
Brands
- The Meadows: Independent living program featuring spacious apartment homes surrounded by wooded conservation land with one meal per day provided.
- 370 Hemenway Street
- 420 Hemenway Street
Products and services
- Independent Living Self-directed senior housing offering private apartments with kitchen appliances, in-unit washers/dryers, and access to dining, activities, fitness facilities, and transportation for active seniors aged 65 and older who can manage activities of daily living independently.
- Assisted Living Personal care services for seniors needing help with daily activities such as dressing, bathing, medication reminders, and meal assistance, delivered through an on-site certified home health agency (Mary Ann Morse Healthcare) with customized care plans and a licensed nurse available 24 hours a day.
- Memory & Alzheimer's Care Specialized care program for residents with Alzheimer's disease or other memory impairments, providing a structured environment with personalized support and priority access to dedicated memory care services for existing residents.
- Full-Service Retirement All-inclusive independent living program at the main 400 Hemenway building offering three gourmet meals daily, weekly housekeeping, comprehensive activity programs, a heated indoor lap pool, fitness classes, and scheduled local transportation, with studio apartments from $3,400/month, two-room apartments from $4,600/month, and three-room apartments from $6,400/month.
- Conventional Apartments (No Meals) Independent living apartments at The Meadows with no meal service included, offering maximum flexibility and self-sufficiency for active seniors who prefer to cook independently in their fully applianced kitchens.
- Vacation Packages Short-term stay programs allowing prospective residents or visiting family members to experience New Horizons facilities, services, and community life before committing to full residency.
Quantifiable outcome
- Residents who previously lived alone often 'come alive again' after moving to community
- +1 more outcomes
Companies that use New Horizons
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles2 records
New Horizons technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
New Horizons partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Mary Ann Morse HealthcarecoreThird-party Medicare-approved home health agency providing certified and personalized care services to assisted living residents at New Horizons. Services include medication management, personal care assistance, and other in-home health services billed separately from New Horizons fees.
- Cummings PropertiescoreFor-profit affiliate managing commercial buildings operated by Cummings Foundation. Manages New Horizons properties on pro bono basis.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
New Horizons competitors and assessment
Company assessmentBroad incumbents
- Brookdale Senior Living: Largest US senior living operator with hundreds of independent living, assisted living, and memory care communities nationwide including Massachusetts. Overlaps significantly in service offering but operates at much greater scale and for-profit structure rather than the foundation-backed model.
- Atria Senior Living: Major national senior living operator with independent living, assisted living, and memory care communities across the US including Greater Boston. Broad incumbent offering the same continuum-of-care services at scale; less specialized than New Horizons but a direct competitive threat.
- Sunrise Senior Living: National senior living operator offering independent living, assisted living, memory care, and short-term stays across the US including Massachusetts locations. Comparable service mix to New Horizons but operating as a large for-profit chain rather than a non-profit community.
Direct peers
- Benchmark Senior Living: Large New England-based assisted living, memory care, and independent living operator with communities across Massachusetts including Brighton. Directly comparable resident profile, care continuum, and MetroWest service area; competes for the same Massachusetts families.
- EPOCH Senior Living: Northeast-focused operator of independent living, assisted living, and memory care communities including several in Massachusetts. Comparable continuum-of-care model targeting the same Greater Boston and MetroWest demographic.
- LCB Senior Living: Northeast US operator of independent living, assisted living, and memory care communities with a Reading, MA location. Directly comparable service model and resident demographic; New Horizons' maintenance director previously led maintenance at LCB.
- Traditions of Wayland: Small MetroWest Massachusetts assisted living and memory care community where New Horizons' current Executive Director Betsy Connolly previously held a top leadership role. Comparable local service area and resident demographic.
- Northbridge Companies: Massachusetts-based owner and operator of assisted living and memory care communities across New England. Similar size, regional focus, and service mix to New Horizons, with overlapping MetroWest service territory.
- New Horizons at Choate (Woburn): Sister community in Woburn, MA owned by the same Cummings Foundation. Offers the same independent living, assisted living, and memory care programs with identical pricing and rate-freeze structure; directly comparable operating model and resident profile in the Greater Boston market.
- Mary Ann Morse Healthcare: Massachusetts-based senior care organization providing home health, assisted living, and skilled nursing services. Operates its own senior living community (Mary Ann Morse at Heritage) and is the on-site care provider for New Horizons' assisted living residents, making it both a partner and a competing local operator.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
New Horizons social profiles
Digital presenceNew Horizons financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Horizons leadership team
Management profileNumber of profiles
Profiles3 records
New Horizons funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Horizons M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Horizons
What does New Horizons do?
New Horizons at Marlborough is a not-for-profit senior living community offering Independent Living, Assisted Living, Memory & Alzheimer's Care, and a Full-Service Retirement program across more than 325 apartments on a 40-acre campus. Services include private apartments with utilities and housekeeping, three daily meals, 24-hour licensed nursing, scheduled transportation, and an on-site pharmacy, fitness center, and pool. Pricing combines a one-time fully refundable entrance fee with monthly service fees ranging from roughly $2,400 to $6,400 per month.
Is New Horizons a public or private company?
New Horizons is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was New Horizons founded?
New Horizons was founded in 1994. It employs 101 to 250 people.
Where is New Horizons based?
New Horizons is headquartered in Marlborough, United States, in the North America region.
How does New Horizons make money?
Three revenue lines are on record. Entrance Fees are the primary driver. The others are monthly Service Fees and assisted Living Care Services.
Who are New Horizons's main competitors?
Broad incumbents on record are Brookdale Senior Living, Atria Senior Living and Sunrise Senior Living. Direct peers are Benchmark Senior Living, EPOCH Senior Living, LCB Senior Living, Traditions of Wayland, Northbridge Companies, New Horizons at Choate (Woburn) and Mary Ann Morse Healthcare.
Does New Horizons have an API?
No public API is recorded for New Horizons.
What industry is New Horizons in?
New Horizons's product category is Senior Living Services. Its primary akta.pro industry code is HLADAEAA, Life Plan / Entrance-Fee CCRCs, with a secondary code of HLADACAG, Short-Term Dementia Respite & Transitional Memory Care Programs. Its NAICS code is 623311 and its SIC code is 8050.