Goodwin Living

Name

Goodwin Living

Legal name

Goodwin House Incorporated

Website

https://goodwinliving.org

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Senior Living and Healthcare Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233), Assisted Living Facilities for the Elderly (623312), Home Health Care Services (6216)

SIC

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

akta.pro primary industry

Assisted Living with Memory Care (Mixed Campus) (HLADABAB)

akta.pro secondary industries

Post-Diagnosis Transition & Hospital-to-Home Dementia Support (HSABAEAL), Live-In & 24/7 In-Home Care (HLADAGAI), Memory Care Adult Day Programs (Dementia/Alzheimer’s) (HSABANAC), Behavioral Health & Cognitive Support Coordination (Dementia, Depression, SUD) (HSABAIAF)

Keywords

• Senior living services
• Home health care
• Continuing care retirement
• Hospice care services
• Rehabilitation therapy

Headquarters

HQ city

Alexandria

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Senior Living Services: Revenue from Life Plan/Continuing Care Retirement Communities (CCRCs) offering independent living, assisted living, and skilled nursing care at multiple campuses in Northern Virginia and D.C. area.
2. Home Health and Home Care Services: Home-based healthcare services including skilled nursing, therapy, personal care, and hospice services delivered to adults 18+ in their residences.
3. Rehabilitation Services: Physical, occupational, and speech therapy services provided across multiple settings.
4. Philanthropic Support: Goodwin Living Foundation (established 1989) supports residents, colleagues and their families through programs including clinical student loan repayment, tuition assistance, citizenship grants, and resident support funds.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Goodwin Living operates five Life Plan (Continuing Care Retirement) communities across Northern Virginia and Washington, D.C., offering independent living, assisted living, and skilled nursing care. Through its Goodwin Living Health division, it provides home-based services — home health, hospice, home care, rehabilitation therapy, and the StrongerMemory brain health program — for adults 18 and up, supported by the philanthropic Goodwin Living Foundation (est. 1989).

Product overview

Goodwin Living is a senior living and healthcare services organization serving adults 55+ in Northern Virginia and Washington, D.C. The portfolio consists of three main divisions: Goodwin Living Health (home health, hospice, rehabilitation, home care, and StrongerMemory brain health program), Goodwin Senior Living Campuses (five Life Plan communities including Goodwin House Alexandria, Goodwin House Bailey's Crossroads, Goodwin House Seminary Road, The View Alexandria, and Forest Hills of D.C.), and the Goodwin Living Foundation. The organization operates as a platform-plus-modules architecture, with the parent Goodwin Living brand overseeing integrated health and senior living services.

Differentiator

Problem solved

Functional benefit

Products and services

• Goodwin Senior Living Campuses (Life Plan Communities) Five Life Plan (Continuing Care Retirement) communities across Northern Virginia and Washington, D.C. — Goodwin House Alexandria, Goodwin House Bailey's Crossroads, Goodwin House Seminary Road, The View Alexandria, and Forest Hills of D.C. — providing independent living, assisted living, and skilled nursing care with on-site dining, wellness, and cultural amenities for adults 55+.
• Goodwin Living Health Healthcare services division delivering personalized support and compassionate care for adults 18 and up outside the senior living campuses, including home health, hospice, home care, rehabilitation, and brain health programs.
• Goodwin Hospice Specialized, compassionate hospice care services delivered to patients needing end-of-life support.
• Goodwin Home Health Home-based skilled nursing and clinical health services provided to patients in their own residences.
• Goodwin Rehabilitation Physical, occupational, and speech therapy and rehabilitation services provided to patients across multiple care settings.
• Goodwin Home Care Personal home care services providing non-clinical support to individuals in their homes.
• Goodwin Living At Home Innovative age-at-home membership program for seniors wanting to age in place with coordinated support outside of a campus setting.
• StrongerMemory Brain health and dementia training program that supports cognitive wellness in older adults.
• Goodwin Living Foundation Philanthropic foundation established in 1989 that supports residents, colleagues and their families through clinical student loan repayment, tuition assistance, citizenship grants, resident support funds, and hospice funds.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• LeadingAgecoreOthersIndustry association membership. Goodwin Living participates alongside LeadingAge in lobbying Congress to create permanent status pathways for immigrant workers to address the staffing crisis in senior care.
• American Business Immigration CoalitioncoreOthersCoalition membership for workforce advocacy. Goodwin Living joins this coalition to lobby Congress for immigration reform that would provide permanent status pathways for immigrant workers in senior care and other labor-shortage industries.
• Goodwin Living FoundationcoreOthersAffiliated philanthropic organization established in 1989. Supports residents, colleagues and their families through clinical student loan repayment, tuition assistance, citizenship grants, and resident support funds.

Scale indicators5 records

Direct peers

• Asbury Communities: Nonprofit senior living operator headquartered in Maryland operating multiple CCRC/Life Plan communities across the Mid-Atlantic, including continuing care, home health, and hospice services that directly mirror Goodwin Living's continuum-of-care model.
• Ingleside: Nonprofit CCRC operator in the Washington, D.C. metropolitan area, directly competing with Goodwin Living for residents in Northern Virginia and D.C. and offering a similar Life Plan community plus home-based services model.
• Erickson Senior Living: Large CCRC operator running multiple continuing care retirement communities with a comparable model of independent living, assisted living, and skilled nursing on integrated campuses, representing a direct competitor in the senior living space.
• National Lutheran Communities & Services: Nonprofit senior living and care provider operating CCRCs and home-based services across the Mid-Atlantic and Southeast, sharing Goodwin Living's mission-driven, faith-affiliated nonprofit structure and continuum of care.
• Front Porch Communities and Services: Nonprofit operator of CCRC and senior living communities on the West Coast with a comparable integrated life plan and home-based services model, offering a like-for-like nonprofit peer in the senior living category.

Broad incumbents

• Life Care Services: One of the largest CCRC management companies in the U.S., providing management and operating services to senior living communities. While broader and for-profit, it competes with Goodwin Living for both residents and acquisition/management opportunities.
• Sunrise Senior Living: Major national senior living operator with communities across the U.S., including assisted living and memory care services. Its scale and brand recognition make it a broader incumbent competitor to Goodwin Living's regional footprint.
• Brookdale Senior Living: The largest senior living operator in the U.S. with a national portfolio of independent living, assisted living, and memory care communities. Represents a broader incumbent competitor that could expand into Goodwin Living's D.C. metro market.
• Trinity Health: Large Catholic nonprofit health system that operates senior living, home health, and hospice services. While broader in scope, it overlaps with Goodwin Living's home health and hospice service lines and operates as a comparable mission-driven nonprofit.

Others

• Alzheimer's Association: National nonprofit focused on Alzheimer's care, support, and research that has funded Goodwin Living's StrongerMemory program. While not a competitor, it represents a key ecosystem partner and grant-maker supporting the cognitive wellness category.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/goodwinliving
• LinkedInlinkedin.com/company/goodwin-living

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries9 records

Funding overview

Funding rounds1 record

Investors1 record

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 Goodwin Living