The Plaza Assisted Living

What The Plaza Assisted Living does

The Plaza Assisted Living is a privately held, for-profit senior living operator founded in 2004 and headquartered in Honolulu, Hawaii. The company operates six communities across the island of Oahu — Kaneohe, Mililani, Moanalua, Pearl City, Punchbowl, and Waikiki — with a combined resident capacity of 908 beds. It provides a continuum of five care programs: Independent Living, Assisted Living, Hali'a Memory Care (rooted in the licensed Best Friends™ Approach), Lamakū Extended Care (highest clinical oversight tier), and Short-Term Respite. All communities are private-pay; approximately 30% of residents utilize Long-Term Care insurance.

The company's proprietary technology stack consists of clinically defined care programs rather than software platforms. The Best Friends™ Approach, adopted in 2011, is a licensed internationally recognized dementia care methodology. The Plaza Life Protocol, launched in 2024, is a signature wellness program built on four pillars — exercise, nutrition, stress reduction, and hydration — designed to target the top five chronic diseases in seniors (heart disease, COPD, lower respiratory infection, cancer, and dementia). Operations are supported by integrated wellness programming and clinical oversight systems; no AI/ML capabilities, APIs, or mobile applications are disclosed.

Revenue is generated through recurring monthly billing: base rent for apartment living (including dining, housekeeping, and amenities) plus additional charges for personalized care services based on individual needs assessments. Pricing is not publicly disclosed and varies by care level, community location, apartment type, and required services. The go-to-market model is sales-led and direct-to-consumer, with a dedicated Sales Manager at each community, a centralized corporate inquiry line, multi-channel digital marketing (paid search, social, content/blog), healthcare provider referrals, and listings on senior living directories. Long resident tenure (exceeding 10 years in some cases) and the ability to age in place across care levels within the same Plaza ecosystem drive retention.

Name

The Plaza Assisted Living

Legal name

The Plaza Assisted Living

Website

https://theplazaassistedliving.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Plaza Assisted Living is a privately held senior living operator running six communities totaling 908 beds across Oahu, Hawaii. It offers a continuum of private-pay care — Independent Living, Assisted Living, Memory Care, Extended Care, and Respite — primarily serving Hawaii seniors and their families.

Ownership category

akta.pro rank

Product category

Senior Living / Assisted Living Facilities

NAICS

Assisted Living Facilities for the Elderly (623312)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Assisted Living with Enhanced Care / High-Acuity (Aging-in-Place) (HLADABAC)

akta.pro secondary industries

Large Campus / Multi-Building Assisted Living Communities (HLADABAG), Active Adult (55+) Independent Living Communities (HLADAAAD)

Keywords

• Senior living services
• Assisted living care
• Memory care programs
• Independent living communities
• Residential care facilities

Headquarters

HQ city

Honolulu

HQ country

United States

HQ region

North America

Offices7 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. Monthly Rental - Housing: Residents pay monthly rent for apartment living, which includes housing, amenities, meals (restaurant-style dining), housekeeping, and access to common areas. Pricing varies by community location, apartment type, and selected care program.
2. Personal Care Services: Additional charges for personalized care services based on individual needs assessment. Care levels range from minimal assistance to comprehensive clinical oversight, with costs scaling accordingly.
3. Long-Term Care Insurance Reimbursement: Approximately 30% of residents utilize Long-Term Care insurance to subsidize or cover rental and care costs. All communities are private pay only.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Plaza Assisted Living operates six senior living communities on Oahu, Hawaii, providing a continuum of residential care programs including Independent Living, Assisted Living, Hali'a Memory Care, Lamakū Extended Care, and Short-Term Respite. Residents pay monthly fees that include housing, dining, housekeeping, amenities, and access to clinical and personal care services. The company also delivers the proprietary Plaza Life Protocol wellness program built around four pillars: exercise, nutrition, stress reduction, and hydration.

Product overview

The Plaza Assisted Living operates as a unified senior living platform across six communities in Hawaii (Kaneohe, Mililani, Moanalua, Pearl City, Punchbowl, and Waikiki), offering a continuum of care programs including Independent Living, Assisted Living, Hali'a Memory Care (using the Best Friends™ approach), Lamakū Extended Care, and Short-Term Respite. The company's signature offering is the Plaza Life Protocol, a wellness program built on four pillars: exercise, nutrition, stress reduction, and hydration. Each community offers different combinations of care programs with varying facility capacities (ranging from 128 to 170 residents), and residents can transition between care levels within the same familiar environment as their needs evolve.

Differentiator

Problem solved

Functional benefit

Brands

• Hali'a Memory Care: Memory care program designed for residents experiencing cognitive changes such as dementia or Alzheimer's disease, supported by the Best Friends™ approach.
• Lamakū Extended Care
• Plaza Life Protocol

Products and services

• Independent Living Maintenance-free lifestyle program for seniors offering housing, services, amenities, restaurant-style dining, housekeeping, transportation, activities, and access to a supportive community environment. Designed for seniors who can live independently but want the security and convenience of a managed senior living setting.
• Assisted Living Supportive housing and personal care program that assists residents with daily activities such as bathing, dressing, medication management, and personal hygiene while preserving independence, personal choice, and community connections. Care levels adjust as residents' needs evolve.
• Hali'a Memory Care Specialized memory care program for residents experiencing cognitive changes such as dementia or Alzheimer's disease. Built on the Best Friends Approach, a research-informed, person-centered methodology focused on highly personalized care, safety, and engagement.
• Lamakū Extended Care Highest-level care program providing ongoing clinical oversight for residents who require a greater level of medical and personal support. Allows residents to remain in the familiar Plaza environment as their needs escalate rather than transferring to an external facility.
• Short-Term Respite Temporary residential stay program providing the same support, environment, and services as full-time residency for a defined period. Used by caregivers needing respite, seniors recovering from an illness or surgery, trial stays, and transitional care.
• Plaza Life Protocol Proprietary wellness program designed to maximize life span and optimize health span for senior residents through four pillars: exercise, nutrition, stress reduction, and hydration. Included as part of the residential care offering to support healthy aging.
• The Plaza at Kaneohe Senior living community in Kaneohe, Hawaii, with capacity for 145 residents. Offers Independent Living, Assisted Living, Hali'a Memory Care, and Lamakū Extended Care.
• The Plaza at Mililani Senior living community in Mililani, Hawaii, with capacity for 128 residents. Offers Assisted Living, Hali'a Memory Care, and Lamakū Extended Care.
• The Plaza at Moanalua Senior living community in Moanalua, Hawaii, with capacity for 160 residents. Offers Independent Living, Assisted Living, Hali'a Memory Care, Lamakū Extended Care, and Short-Term Respite.
• The Plaza at Pearl City Senior living community in Pearl City, Hawaii, with capacity for 158 residents. Offers Independent Living, Assisted Living, Hali'a Memory Care, and Short-Term Respite.
• The Plaza at Punchbowl The Plaza's flagship and original senior living community in Punchbowl, Hawaii, with capacity for 147 residents. Offers Independent Living, Assisted Living, Hali'a Memory Care, and Short-Term Respite.
• The Plaza at Waikiki Senior living community in Waikiki, Honolulu, Hawaii, with capacity for 170 residents. Offers Independent Living, Assisted Living, Hali'a Memory Care, and Short-Term Respite.

Quantifiable outcome

• Flexible care transitions allow residents to age in place as needs change, avoiding disruptive transfers to external facilities
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves14 records

Expansion highlights4 records

Direct peers

• Brookdale Senior Living: Largest U.S. senior living operator with ~650 communities spanning independent living, assisted living, and memory care. Directly comparable multi-tier care model and private-pay positioning to The Plaza, though at vastly greater scale.
• Atria Senior Living: Operates ~200+ premium senior living communities focused on independent living, assisted living, and memory care. Closely mirrors The Plaza's private-pay, premium-service positioning and continuum-of-care design.
• Sunrise Senior Living: Premium assisted living operator with a strong memory care program and dedicated life enrichment model. Comparable to The Plaza in upscale positioning, multi-tier care, and emphasis on personalized wellness programming.
• Senior Lifestyle: Private senior living operator with 80+ communities offering independent living, assisted living, memory care, and short-term stays. Comparable multi-state operator with similar care-tier breadth and private-pay business model.
• Five Star Senior Living: Operates 150+ senior living communities across independent living, assisted living, and memory care. Comparable full-service, multi-tier care model with strong emphasis on wellness programming.
• Benchmark Senior Living: Regional premium senior living operator with independent living, assisted living, memory care, and respite programs. Closely aligned with The Plaza on upscale private-pay positioning and continuum-of-care philosophy.
• Life Care Services: Largest U.S. manager of continuing care retirement communities (CCRCs), operating 140+ communities. Directly comparable to The Plaza's continuum-of-care design spanning independent through extended/skilled care.

Emerging players

• Silverado Senior Living: Memory care-focused operator with clinically rich dementia programs. Comparable to The Plaza's Hali'a Memory Care program and Best Friends™-informed approach, though narrower in scope (memory care only).

Regional players

• Kahala Nui: Hawaii life plan community located in Honolulu offering independent living, assisted living, memory care, and skilled nursing. Most direct in-market competitor to The Plaza's continuum-of-care model on Oahu.
• Arcadia Family of Companies: Hawaii nonprofit senior services organization offering independent living, assisted living, adult day care, and home care on Oahu. Comparable Hawaii senior-care portfolio with overlapping service lines and direct in-market competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@theplazaassistedliving
• Facebookfacebook.com/ThePlazaAssistedLiving
• LinkedInlinkedin.com/company/plaza-assisted-living
• Instagraminstagram.com/theplazahawaii
• Xx.com/ThePlazaHawaii

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 The Plaza Assisted Living