New Horizons

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.

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

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

• Senior living services
• Assisted living care
• Memory care programs
• Independent living community
• Retirement community services

Headquarters

HQ city

Marlborough

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Others

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core 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

Named customers11 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Mary Ann Morse HealthcarecoreImplementation/ SI/ Consulting PartnerThird-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 PropertiescoreStrategic or Co-development PartnerFor-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

Broad 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

• Facebookfacebook.com/NewHorizonsMarlborough

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 New Horizons