What Brio Living Services does

Brio Living Services is a faith-based, nonprofit senior living organization headquartered in Grand Rapids, Michigan, with a secondary headquarters in Chelsea, Michigan. Operating under a single corporate brand since a March 2022 rebranding of the post-2019 UMRC-Porter Hills merger, the organization traces its roots to 1906 and operates 23 locations and service lines across East, West, Southeast, and Southwest Michigan. It serves more than 7,400 older adults annually through a full continuum of care that includes independent living, assisted living, skilled nursing, memory care, rehabilitation, home health care, hospice, respite care, four PACE (Program of All-Inclusive Care for the Elderly) programs, and HUD-subsidized affordable housing, as well as the Avenues membership program for aging in place.

The underlying operational platform is a multi-site care-management and continuum-of-care delivery system rather than a technology product in the conventional sense. Service delivery is organized around community-level facilities (e.g., Porter Hills Village, Chelsea Retirement Community, Green House Homes, Kresge Healthcare & Rehabilitation Center) and differentiated care models such as the Green House small-house skilled nursing approach and the Teepa Snow Positive Approach to Care for memory care. The organization employs 501-1,000 people, is led by a community board of trustees, and operates under nonprofit governance with surpluses reinvested into services.

Revenue mechanics combine private-pay monthly fees across residential and care tiers, CMS Medicare/Medicaid reimbursement for PACE programs and home health, HUD operating subsidies for affordable housing sites, and philanthropic contributions through the UMRC-Porter Hills Foundation (which is running a $28 million "Live Life with Brio" campaign). Quality is a recurring differentiator: CMS rates Porter Hills Home Health Care in the top 3.6-5% nationally, and Brio holds EAGLE accreditation as one of only eight senior living organizations nationwide. Recent capital activity includes a $113.5 million Series 2025 bond financing for the Porter Hills Village Phase I redevelopment.

Name

Brio Living Services

Legal name

Brio Living Services Inc.

Website

https://mybrio.org

Company type

Private

Founded year

1906

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Brio Living Services is a faith-based, nonprofit senior living organization operating 23 locations across Michigan, serving 7,400+ older adults annually through a full continuum of independent living, assisted living, skilled nursing, memory care, home health, PACE programs, and HUD-subsidized affordable housing.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233), Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities (623311), Services for the Elderly and Persons with Disabilities (624120), Nursing and Residential Care Facilities (623), Services for the Elderly and Persons with Disabilities (62412)

SIC

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

akta.pro primary industry

Affordable / Middle-Market CCRCs (HLADAEAJ)

akta.pro secondary industries

Life Plan / Entrance-Fee CCRCs (HLADAEAA), Affordable / Low-Income Assisted Living (Medicaid Waiver Focused) (HLADABAE), Live-In Care (Single Caregiver, 24-Hour Presence) (HSABAHAB), Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL)

Keywords

• Senior living services
• Assisted living care
• Skilled nursing facilities
• Memory care services
• Continuing care retirement

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Senior Living Residential Services: Monthly fees for independent living, assisted living, skilled nursing, memory care, and respite care services at company-owned communities across Michigan.
2. Medicare and Medicaid Reimbursement: PACE programs covered by Medicare and Medicaid; home health care services reimbursed through government healthcare programs. CMS consistently rates Porter Hills Home Health Care in top 5% nationally.
3. HUD Affordable Housing: Rent-subsidized senior living communities through partnership with Department of Housing and Urban Development, serving seniors with limited financial resources.
4. Foundation Philanthropy: UMRC-Porter Hills Foundation raises funds through campaigns like the $28 million 'Live Life with Brio' campaign to support programs and services.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Brio Living Services is a faith-based, nonprofit senior living organization that operates a continuum of care across Michigan, including independent living, assisted living, memory care, skilled nursing, rehabilitation, home-based care, hospice, PACE programs, affordable housing, and respite/short-stay services at 19+ owned and operated communities. The organization sells residential living arrangements and care services directly to older adults and their families on a monthly subscription basis, supplemented by Medicare/Medicaid reimbursement for PACE and home health, and HUD rent subsidies for affordable housing.

Product overview

Brio Living Services is a faith-based, nonprofit senior living organization operating a comprehensive network of senior living communities and care services across East and West Michigan. The company offers a true continuum of care model — from maintenance-free independent living (homes and apartments at communities like Porter Hills Village, Cook Valley Estates, The Pines, The Cedars of Dexter, Meadowlark Retirement Village) to assisted living, skilled nursing (Kresge Healthcare & Rehabilitation Center, Green House Homes), memory care, rehabilitation and post-acute care, home-based services (Porter Hills Home Health Care), hospice (via Emmanuel Hospice partner), PACE programs (LifeCircles PACE, Thome PACE, Huron Valley PACE, PACE of Southwest Michigan), affordable housing (Brio Affordable Housing), and respite/short stay services. The organization also operates Avenues by Brio Living Services (a financial membership plan for aging at home), TANDEM365 (coordinated care with a single point of contact), and Brio Dining Services. Brio Living Services serves over 7,400 older adults annually across 23 locations and was formed in 2022 through the rebranding of the former UMRC-Porter Hills organization, which itself traces its roots to 1906.

Differentiator

Problem solved

Functional benefit

Brands

• PACE Programs: Programs of All-Inclusive Care for the Elderly (PACE) helping older adults remain independent in their own homes
• Avenues
• Balanced Living

Products and services

• Independent Living Maintenance-free freestanding homes and private apartments across East and West Michigan for older adults seeking active retirement without home upkeep; includes community amenities and on-site services at locations such as Porter Hills Village, Cook Valley Estates, The Cedars of Dexter, The Pines, and Meadowlark Retirement Village.
• Assisted Living State-of-the-art assisted living on both sides of Michigan providing medical and personal care, housekeeping, and individual needs support while maintaining resident independence in private apartments.
• Skilled Nursing Licensed skilled nursing facilities offering long-term medical, nursing, and skilled rehabilitation services in warm, compassionate settings with a focus on maximizing resident independence. Brio Living Services has earned CMS 5-star quality ratings.
• Rehabilitation / Post-Acute Care High-quality rehabilitation therapy on both sides of Michigan with state-of-the-art rehabilitation centers and in-home rehabilitation services in West Michigan, guided by physician recommendations.
• Memory Care Specialized dementia care program using Teepa Snow's Positive Approach to Care methodology, providing compassionate support to help residents develop comfortable, engaging daily routines.
• Home Based Services and Care (Porter Hills Home Health Care) Wide variety of home-based services including licensed nursing, rehabilitation therapy, health monitoring, and mental health services allowing seniors to age at home. Porter Hills Home Health Care is rated among the top 5% of agencies nationwide by CMS.
• Respite and Short Stay Temporary living accommodations and care services for seniors while caregivers rest, as well as short-stay options for seniors wanting to try community living without full commitment (up to 14 days).
• PACE Programs (Programs of All-Inclusive Care for the Elderly) Federal Medicare and Medicaid program enabling older adults to remain independent in their own homes and communities rather than move to a nursing home, providing medical and supportive services at Day Health Centers and in participants' homes.
• Brio Affordable Housing Rent-subsidized senior living communities offered in conjunction with the Department of Housing and Urban Development (HUD) across six locations in the Grand Rapids area, providing independent living in private apartments with maintenance services.
• Avenues by Brio Living Services A unique membership plan designed to help seniors enjoy their own home for as long as possible while protecting financial assets through pre-payment for future care. Provides health navigation and coordination services.
• TANDEM365 Coordinated care model providing a single point of contact for healthcare services including homecare, personal care aide, 24/7 rapid response team, wellness coaching, medical assistance, care coordination, and medication management.
• Brio Dining Services Chef-prepared dining program providing fresh, local, and sustainably sourced meals across Brio communities, with multiple dining venues and dietary accommodation options.
• Porter Hills Village A continuing care retirement community on 35 acres in Grand Rapids Township offering a full continuum of care including independent living, assisted living, memory care, and skilled nursing on-site.
• Chelsea Retirement Community Senior living community in Chelsea, Michigan offering assisted living, memory care, rehabilitation/post-acute care, and skilled nursing services. Part of Brio Living Services since 1906.
• Cook Valley Estates Maintenance-free independent living community in a wooded, park-like area of Grand Rapids offering a wide variety of services and amenities with flexibility to travel, work, and enjoy family.
• The Cedars of Dexter Active lifestyle community in Dexter, Michigan featuring elegant homes in scenic surroundings with a clubhouse, fitness center, and paved walking paths.
• The Pines Close-knit neighborhood community in Chelsea, Michigan offering independent living apartments with well-appointed common areas including a community living room, library, TV room, exercise room, and café.
• Meadowlark Retirement Village Friendly neighborhood atmosphere in Sparta, Michigan offering maintenance-free apartments with on-site assisted living and secure memory care available as needs evolve.
• Green House Homes Small household model skilled nursing homes (10-12 residents) considered the 'gold standard' for long-term care, each with private rooms and bathrooms and common living and dining areas that feel like home.
• Kresge Healthcare & Rehabilitation Center Newly expanded and renovated skilled nursing and rehabilitation center on the Chelsea Retirement Community campus offering short-stay and long-term medical, nursing, and rehabilitation services.
• Thome Rivertown Neighborhood First and only affordable assisted living development in Detroit, located in a renovated Parke Davis pharmaceutical laboratory on the Detroit Riverfront. Provides 80 private apartments for seniors aged 55+ with services to maintain independence.
• LifeCircles PACE PACE program serving West Michigan (Muskegon and Holland locations) providing all health care through its center or relationships with area specialists including medical care, prescriptions, dental, vision, hearing, therapies, and in-home support.
• Thome PACE PACE program in Jackson, Michigan offering medical and supportive services at a Day Center with a variety of in-home services and relationships with community specialists.
• Huron Valley PACE PACE program in Ypsilanti, Michigan serving older adults who wish to remain independent in their homes and communities, with a Day Center housing a primary care medical clinic and recreational areas.
• PACE of Southwest Michigan PACE program in St. Joseph, Michigan providing an alternative to nursing home care enabling participants to live safely at home through comprehensive health and supportive services.
• UMRC-Porter Hills Foundation The philanthropic arm of Brio Living Services, raising funds to support programs and services for older adults across Michigan communities, including the $28 million 'Live Life with Brio' campaign.

Quantifiable outcome

• CMS consistently rates Porter Hills Home Health Care among top 5% of agencies nationwide
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• U.S. Department of Housing and Urban Development (HUD)coreStrategic or Co-development PartnerPartnership with HUD to offer six rent-subsidized senior living communities in and around the Grand Rapids area, providing affordable housing for older adults with limited financial resources.
• Emmanuel HospicecoreStrategic or Co-development PartnerPartnership with Emmanuel Hospice, a nonprofit organization providing holistic care and support for patients with life-limiting conditions. Services include physical, spiritual, and emotional assistance plus 10 complementary therapies.
• The Green House ProjectcoreStrategic or Co-development PartnerPartnership with THE GREEN HOUSE Replication Initiative to implement the Gold Standard household model for skilled nursing care with small homes (10-12 residents), private rooms, and high staff-to-resident ratios.
• LeadingAgecoreStrategic or Co-development PartnerMembership in LeadingAge, a national association representing senior living organizations, with regular participation in awards programs and advocacy.
• Alzheimer's AssociationcoreStrategic or Co-development PartnerPartnership supporting dementia care initiatives and education for staff and families.
• TANDEM365coreStrategic or Co-development PartnerPartnership for customized care coordination with single point of contact, providing homecare, personal care aide, 24/7 rapid response team, wellness coaching, medical assistance, and care coordination services.
• National PACE AssociationcoreStrategic or Co-development PartnerPartnership through multiple PACE programs (LifeCircles PACE, Thome PACE, Huron Valley PACE, PACE of Southwest Michigan) to provide Programs of All-Inclusive Care for the Elderly.
• Change Works LLCminorImplementation/ SI/ Consulting PartnerTraining partnership for Brio leadership team development.
• Chelsea UpdateminorOthersLocal news partner providing coverage of Brio Living Services news and events.

Scale indicators9 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Brookdale Senior Living: Largest senior living operator in the U.S. with independent living, assisted living, memory care, and skilled nursing across 40+ states. Directly comparable to Brio's continuum-of-care model and customer base but at much greater scale and as a public, for-profit company.

Direct peers

• Atria Senior Living: Operates independent living, assisted living, and memory care communities across the U.S. Overlaps with Brio on care levels, customer demographics, and pricing approach, though Atria is for-profit and does not operate PACE programs or skilled nursing.
• Sunrise Senior Living: Operates assisted living and memory care communities across the U.S., Canada, and U.K. Directly competes for the same older-adult demographic seeking assisted living and memory care services comparable to Brio's Chelsea Retirement Community and memory care offerings.
• Asbury Communities: Faith-based, nonprofit continuing care retirement community operator serving older adults across Maryland, Pennsylvania, and Tennessee. Highly comparable to Brio in mission, nonprofit structure, continuum-of-care model, and faith-based heritage.
• National HealthCare Corporation (NHC): Operates skilled nursing, assisted living, home health, and hospice services across the southeastern U.S. Comparable to Brio's skilled nursing, assisted living, and home health service lines, particularly the Porter Hills Home Health Care and Kresge Rehabilitation Center operations.
• Presbyterian Senior Living: Faith-based nonprofit senior living organization operating CCRCs, personal care, skilled nursing, and home-based services across Pennsylvania, Maryland, Delaware, and Ohio. Closely aligned with Brio's faith-based nonprofit model and full continuum approach.
• The Ensign Group: Operates skilled nursing, assisted living, and home health operations across 14 states. Directly comparable to Brio's skilled nursing (Kresge, Green House Homes), assisted living, and home health service lines, though structured as a for-profit public company.
• Trinity Health Senior Communities: Catholic, faith-based senior living arm of Trinity Health operating CCRCs and senior living communities across multiple U.S. states. Directly comparable to Brio on faith-based nonprofit identity, continuum-of-care offerings, and integration with Catholic/Methodist heritage.

Others

• Life Care Services: Manages and operates CCRs, independent living, assisted living, and memory care communities, including several large faith-affiliated communities. Serves as a third-party manager/advisor comparable to Brio's continuum model, though operates as a service provider to other owners rather than a direct operator.

Emerging players

• PACE Programs (InnovAge / CenterWell / national PACE operators): Multi-state PACE-focused operators like InnovAge that share Brio's LifeCircles, Thome, Huron Valley, and PACE of Southwest Michigan programs. Comparable in PACE delivery model, government reimbursement model, and aging-in-place mission, though typically structured as for-profit entities scaling PACE nationally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCbpdcpd5thf1OdhCEUV8_vw
• Facebookfacebook.com/BrioLivingServices
• LinkedInlinkedin.com/company/44807
• Xx.com/MyBrioLiving

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries19 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 Brio Living Services