Maxwell
Maxwell Group is a privately held, family-owned senior living company that develops, owns, and manages luxury retirement communities across the Southeast and select Northeast US states, serving senior adults with independent living, assisted living, memory care, skilled nursing, and Life Plan Community (CCRC) services across 3,700+ units.
- Company typePrivate
- Founded1989
- HeadquartersCharlotte, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Maxwell does
Maxwell Group, Inc. is a privately held, family-owned senior living company headquartered in Charlotte, North Carolina that develops, owns, and manages luxury retirement communities across 7 US states (Connecticut, Florida, Georgia, Indiana, New Jersey, North Carolina, and South Carolina). Its portfolio comprises 21 individual communities and 3,700+ units organized under four sub-brands—Senior Living Communities, WellMore, Live Long Well Care, and Weller Life Communities—spanning independent living, assisted living, memory care (Alzheimer's and dementia), skilled nursing, and rehabilitation services, including a number of Life Plan Communities (CCRCs) that deliver a full continuum of care on a single campus. The company traces its origins to Thompson Construction (1978) and Donald O. Thompson, Jr.'s first assisted living build in 1980, with Maxwell Group itself founded in 1989; the second generation (CEO Benjamin Thompson, CMO Joshua Thompson) is now in leadership alongside an executive team recruited from operators such as Brookdale, Sunrise, and Life Care Services.
Operations are centralized at the corporate level through a 79-person management team supporting 3,500 community-level employees, with in-house functions spanning development, operations, marketing, sales, accounting, IT, design, and construction. A 501(c)(3) Living Well Foundation complements the operating business with employee scholarships, emergency resident assistance, and Alzheimer's Association funding. Technology infrastructure is described as electronic systems for work orders, medical records, scheduling, HR, check-in, dining, accounting, menus, social, and wellness, with sustainability features including energy and water efficiency and forest conservation.
The go-to-market relies on 'Lifestyle Advisors' rather than traditional sales staff, an in-house advertising agency handling creative and lead generation, community tours, and SEO-driven community websites. Revenue is generated through recurring monthly fees tied to care level and unit type across the senior living service lines, with pricing not publicly disclosed; the company has built more than 70 individual community projects and over $1.2 billion in cumulative new community development across its history.
Maxwell firmographics
Firmographics- Name
- Maxwell
- Legal name
- Maxwell Group, Inc.
- Website
- https://maxwell-group.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Maxwell Group is a privately held, family-owned senior living company that develops, owns, and manages luxury retirement communities across the Southeast and select Northeast US states, serving senior adults with independent living, assisted living, memory care, skilled nursing, and Life Plan Community (CCRC) services across 3,700+ units.
- Ownership category
- akta.pro rank
Maxwell industry classification
Industry- Product category
- Senior Living Services
- NAICS
- Continuing Care Retirement Communities (623311), Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233)
- SIC
- Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Senior & Assisted Living Residential Property Management (BPAJAFAE)
- akta.pro secondary industries
- Luxury / High-End Assisted Living Communities (HLADABAD), Luxury/Resort-Style Independent Living Communities (HLADAAAC), Memory Care Units within Assisted Living Communities (HLADACAB), Senior Living Property Management (BPAJAGAI)
Keywords
Where Maxwell is headquartered
LocationHeadquarters
- HQ city
- Charlotte
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Maxwell business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Senior Living Community Management: Maxwell Group develops, owns and manages luxury retirement communities offering independent living, assisted living, memory care, skilled nursing, and rehab services. Revenue is generated through monthly fees for various levels of care and housing.
- Life Plan Community Fees: Life Plan Communities (CCRCs) offer multiple care levels including independent living single-family home lots, independent living apartments, assisted living, Alzheimer's/memory care, and skilled nursing/rehab services, generating recurring revenue through monthly fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly fees based on care level and unit type |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Maxwell product offering
Product offeringCore offering
Maxwell Group develops, owns, and manages luxury senior living communities offering a full continuum of care including independent living, assisted living, memory care (Alzheimer's and dementia), skilled nursing, and rehabilitation services. The company operates across multiple states through a portfolio of brands and individual communities, generating recurring revenue through monthly fees based on care level and unit type.
Product overview
Maxwell Group is a senior living community management company that develops, owns, and operates luxury retirement communities across the United States. The company operates a multi-brand portfolio including Senior Living Communities, WellMore, Live Long Well Care, and Weller Life Communities. These sub-brands manage a network of 21 individual senior living communities offering independent living, assisted living, memory care (Alzheimer's/dementia care), and skilled nursing services. The portfolio includes Life Plan Communities (CCRCs) that provide a continuum of care, as well as standalone assisted living and memory care communities. The company also operates the Living Well Foundation, a nonprofit providing scholarships and emergency assistance. Maxwell Group's operations are supported by centralized departments for development, operations, marketing, sales, accounting, IT, design, and construction.
Differentiator
Problem solved
Functional benefit
Products and services
- Senior Living Communities A brand of luxury senior living communities operated by Maxwell Group, offering independent living, assisted living, memory care, and skilled nursing services across multiple states.
- WellMore A brand focused on assisted living, memory care, and skilled nursing services, with multiple community locations in South Carolina including Daniel Island, Lexington, and Tega Cay.
- Live Long Well Care A healthcare services brand providing clinical care, wellness programs, and support services within Maxwell Group's senior living communities.
- Weller Life Communities A brand representing Maxwell Group's life plan communities that offer a continuum of care from independent living through skilled nursing.
- Living Well Foundation A nonprofit 501(c)(3) corporation that provides emergency financial assistance, scholarships, and a first-time home buyers program to support senior living community residents, employees, and nursing students.
Quantifiable outcome
- 11 prestigious industry awards in wellness, human resources, safety and design
- +3 more outcomes
Companies that use Maxwell
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles1 record
Maxwell technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Maxwell partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Maxwell GlassminorMaxwell Glass is a strategic partner supporting Luxur Tequila's positioning in the luxury spirits market. The partnership involves strategic support for the brand's customizable bottles for special occasions, corporate gifting, and collector editions.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Maxwell competitors and assessment
Company assessmentBroad incumbents
- Brookdale Senior Living: The largest U.S. senior living operator (~650 communities) offering independent living, assisted living, and memory care. While broader and more national than Maxwell, it competes directly for the same affluent-senior demographic in markets where their footprints overlap.
Direct peers
- Five Star Senior Living: Manages a large portfolio of independent living, assisted living, and memory care communities across the U.S. including in the Carolinas, directly competing with Maxwell's communities in those markets.
- Sunrise Senior Living: Premium U.S. senior living operator with a strong assisted living and memory care portfolio, very comparable to Maxwell's luxury positioning. Maxwell's COO Matthew Fox previously held a leadership role at Sunrise, evidencing direct model overlap.
- Trilogy Health Services: Midwestern operator offering independent living, assisted living, memory care, and skilled nursing — comparable full continuum of care to Maxwell's Life Plan Communities, though with a more regional Midwest concentration.
- Life Care Services: One of the largest U.S. managers of continuing care retirement communities (CCRCs) and Life Plan Communities, with similar full continuum-of-care offerings (IL, AL, memory care, skilled nursing). Maxwell's COO and several sales leaders previously held roles at Life Care Services, underscoring direct operational and cultural overlap.
- Senior Lifestyle: Privately held operator of luxury and mid-market senior living communities across the U.S., offering assisted living, memory care, and independent living — closely aligned with Maxwell's luxury continuum-of-care model.
- Atria Senior Living: Operates approximately 200+ luxury senior living communities in the U.S. and Canada, focused on independent living, assisted living, and memory care — directly comparable to Maxwell's Senior Living Communities and WellMore brands.
Regional players
- Dominion Senior Living: Privately held Southeast-based operator of assisted living and memory care communities in Tennessee, Kentucky, and surrounding states. Comparable in size and care-level mix to Maxwell's WellMore sub-brand.
- Morning Pointe Senior Living: Regional Southeast operator of assisted living, memory care, and independent living communities across Tennessee, Georgia, Alabama, and Kentucky. Maxwell COO Matthew Fox previously served at Morning Pointe, indicating direct cultural and operating-model overlap.
- Legacy Senior Living: Operates senior living communities across the Southeastern U.S. (FL, TN, VA), offering assisted living and memory care. A Maxwell Regional Sales Director previously led sales at Legacy, evidencing close operating similarity and overlapping Southeast footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Maxwell social profiles
Digital presenceMaxwell compliance and trust
Trust signalCompliance1 record
Maxwell financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maxwell leadership team
Management profileNumber of profiles
Profiles15 records
Maxwell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maxwell 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 Maxwell
What does Maxwell do?
Maxwell Group develops, owns, and manages luxury senior living communities offering a full continuum of care including independent living, assisted living, memory care (Alzheimer's and dementia), skilled nursing, and rehabilitation services. The company operates across multiple states through a portfolio of brands and individual communities, generating recurring revenue through monthly fees based on care level and unit type.
Is Maxwell a public or private company?
Maxwell is a private company. It is classified as family owned and is currently operating.
When was Maxwell founded?
Maxwell was founded in 1989. It employs 11 to 50 people.
Where is Maxwell based?
Maxwell is headquartered in Charlotte, United States, in the North America region.
How does Maxwell make money?
Two revenue lines are on record. Senior Living Community Management is the primary driver. The others are life Plan Community Fees.
Who are Maxwell's main competitors?
Brookdale Senior Living is listed as a broad incumbent. Direct peers are Five Star Senior Living, Sunrise Senior Living, Trilogy Health Services, Life Care Services, Senior Lifestyle and Atria Senior Living. Regional players are Dominion Senior Living, Morning Pointe Senior Living and Legacy Senior Living.
Does Maxwell have an API?
No public API is recorded for Maxwell.
What industry is Maxwell in?
Maxwell's product category is Senior Living Services. Its primary akta.pro industry code is BPAJAFAE, Senior & Assisted Living Residential Property Management, with a secondary code of HLADABAD, Luxury / High-End Assisted Living Communities. Its NAICS code is 623311 and its SIC code is 8050.