What Friends Homes does

Friends Homes is a non-profit Life Plan Community (continuing care retirement community) founded in 1958 by the North Carolina Yearly Meeting of the Society of Friends (Quakers) and headquartered in Greensboro, North Carolina. It serves adults aged 62 and over across two connected campuses—the Guilford Campus on New Garden Road (opened 1968) and the West Campus on West Friendly Avenue (opened 1993)—with a current population of more than 700 residents supported by over 400 full- and part-time staff. Residents choose from four independent living residence types (apartments, villa apartments, townhomes, and cottages) and have priority access to on-campus assisted living, skilled nursing, and a specialized 12-room memory care neighborhood (The Birches at Whittier Nursing Center). The community is Medicare and Medicaid certified and offers the Encompass six-dimension wellness program, four dining venues, and lifelong learning programs in partnership with adjacent Guilford College.

Friends Homes operates a multi-stream revenue model anchored by recurring monthly service fees for independent living, one-time entrance fees, usage-based billing for healthcare services (assisted living, skilled nursing, memory care, rehabilitation), and philanthropic donations processed through Network for Good. Pricing follows a fee-for-service LPC structure where residents pay only for healthcare services they actually consume, supplemented by a financial-assistance grant program for qualifying entrants. Distribution is direct-to-consumer and regionally focused on the Greensboro Piedmont Triad market, leveraging Discovery Tours, a 'Resident of the Future' waitlist pipeline, resident referrals, and Quaker network ties. The organization is managed by The Presbyterian Homes, Inc. (PHI), a non-profit operator serving approximately 2,000 seniors across North Carolina.

Recent strategic activity is dominated by a $67 million expansion completed in March 2023, which added 93 new homes and the capacity to serve approximately 140 additional residents, alongside new amenities including a wellness center, a 146-foot bridge connecting the two campuses, and four dining venues. The community holds LeadingAge membership and Equal Housing Opportunity certification, and was recognized by the Triad Business Journal as a Best Projects 2023 winner for its Wellness Center and Bistro in the Hospitality/Restaurant category.

Name

Friends Homes

Legal name

Friends Homes, Inc.

Website

https://friendshomes.org

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

51–100 employees

Short description

Friends Homes is a non-profit Quaker-founded Life Plan Community in Greensboro, NC, serving 700+ adults aged 62 and over across two campuses with independent living, assisted living, skilled nursing, and memory care.

Ownership category

akta.pro rank

Product category

Continuing Care Retirement Community (Life Plan Community) / Senior Living Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Continuing Care Retirement Communities (623311), Assisted Living Facilities for the Elderly (623312)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Large Campus / Multi-Building Assisted Living Communities (HLADABAG)

akta.pro secondary industries

Market-Rate Independent Living (Private Pay) Communities (HLADAAAA), Luxury / High-End Assisted Living Communities (HLADABAD)

Keywords

• Continuing care retirement community
• Senior living services
• Independent living housing
• Assisted living care
• Memory care nursing

Headquarters

HQ city

Greensboro

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Independent Living Monthly Fees: Residents pay monthly fees for independent living accommodations that include maintenance, landscaping, utilities (for apartments and villas), dining plans, and access to amenities. Fee-for-service arrangement means residents pay only for healthcare services they use.
2. Healthcare Services Revenue: Additional fees for assisted living, skilled nursing, memory care, and short-term rehabilitation services as needed. Healthcare services billed separately based on level of care required.
3. Entrance/Reservation Fees: Residents pay an entrance fee upon joining the community, with application fees required during the enrollment process. Grant program available to help cover entrance fees for qualifying residents.
4. Donations and Philanthropy: Non-profit organization accepts donations through various vehicles including Qualified Charitable Distributions (QCD) from IRAs, estate planning gifts, appreciated securities, and checks. Capital campaigns fund expansions and endowments.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Friends Homes is a non-profit Life Plan Community (continuing care retirement community) providing a full continuum of care for adults 62 and over across two connected campuses in Greensboro, NC. Its core offering combines four residence types — apartments (334–1,352 sq ft), villa apartments (1,492–1,872 sq ft), townhomes (1,419–1,659 sq ft) and cottages (1,910–1,919 sq ft) — with priority access to on-campus assisted living, skilled nursing, rehabilitation and memory care, complemented by an Encompass six-dimension wellness program, four dining venues and a lifelong-learning partnership with Guilford College.

Product overview

Friends Homes is a Life Plan Community (continuing care retirement community) offering a comprehensive continuum of care and lifestyle services across two campuses in Greensboro, NC. The community provides independent living through four residence types: Apartments (334-1,352 sq ft), Villa Apartments (1,492-1,872 sq ft), Townhomes (1,419-1,659 sq ft), and Cottages (1,910-1,919 sq ft). As residents' needs change, they have priority access to on-campus healthcare including Assisted Living, Skilled Nursing, and Memory Care services. The community enhances resident life through the Encompass Program (six-dimension wellness approach), four dining venues (The Hub, Cobles, Dogwood Deli, Routh), Lifelong Learning opportunities, and Life Enrichment activities. The community is Medicare and Medicaid certified and serves adults age 62 and over.

Differentiator

Problem solved

Functional benefit

Products and services

• Independent Living Apartments Independent living apartments in studio, one-bedroom, and two-bedroom designs ranging from 334 to 1,352 square feet, offered at both West and Guilford campuses with access to all community amenities and priority access to on-campus healthcare.
• Villa Apartments Open floor plan villa apartments at the West campus offering 1,492 to 1,872 square feet with two bedrooms, master bedroom suites, private balconies, and underbuilding parking.
• Townhomes Two-bedroom/two-bath townhomes at both West and Guilford campuses ranging from 1,419 to 1,659 square feet, each with a single-car garage, covered porch or back patio, full kitchen and laundry area.
• Cottages Spacious three-bedroom cottages at the West campus offering 1,910 to 1,919 square feet with a two-car garage, covered patio and front porch, full kitchen, dining room and laundry area.
• Assisted Living Individualized assisted living services providing help with daily tasks such as medication management, bathing, cooking and laundry while encouraging continued independence; includes private apartments, three daily meals, housekeeping, and full access to community amenities.
• Skilled Nursing and Memory Care 24-hour skilled nursing care staffed by registered nurses, LPNs and Certified Nursing Aides for short-term respite, rehabilitative care and long-term care, with specialized memory care in The Birches neighborhood of twelve private rooms designed for residents with memory loss.
• Encompass Wellness Program Whole-person wellness program covering six dimensions — physical, social, intellectual, spiritual, nutritional and community — with fitness centers, walking tracks, indoor heated pool, exercise classes, social activities, lifelong learning, spiritual services and volunteer programs.
• Dining Venues (The Hub, Cobles, Dogwood Deli, Routh) Four distinct dining experiences — The Hub (fast-casual bistro with brick oven pizzas), Cobles (elevated table-service restaurant), Dogwood Deli (casual lunch spot) and Routh (table-service dining) — featuring seasonal specialties, local favorites and dietary accommodations.
• Lifelong Learning Program Educational program offering intellectual programs, art classes, book clubs, cooking classes and off-campus excursions, with access to Guilford College including class auditing, Hege Library and Bryan Series guest speaker events.
• Life Enrichment Activities Activities program featuring woodworking studios, art rooms, libraries, game rooms, gardening areas, and interest groups and clubs including musicians, bridge players, billiards enthusiasts, book clubs and quilting groups.
• West Campus Wellness Center State-of-the-art fitness center with indoor heated pool, sports court and classrooms supporting the Encompass physical-wellness dimension and overall resident well-being.

Quantifiable outcome

• Over 65 years of operation with 700+ current residents
• +2 more outcomes

Named customers12 records

Segments3 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

Eight partnerships are on record, tiered minor and core.

• Triad Business JournalminorOthers · 18 November 2023Regional business publication that awarded Friends Homes Wellness Center and Bistro as Best Project 2023 in Hospitality/Restaurant category.
• CVS/WalgreensminorStrategic or Co-development Partner · 1 February 2021Pharmacy partnership for COVID-19 vaccination administration to staff and residents, achieving nearly 100% vaccination sign-up rate among residents.
• BrightspirecoreStrategic or Co-development PartnerManagement services provider integral to Friends Homes operations. Brightspire (formerly The Presbyterian Homes) manages the continuing care retirement community, providing operational expertise and support for the two Greensboro campuses.
• Guilford CollegecoreStrategic or Co-development PartnerAdjacent college offering residents access to audit classes, Hege Library, Bryan Series guest speakers, and lifelong learning opportunities. Friends Homes residents and college community interact regularly through shared proximity and programs.
• The Presbyterian Homes, Inc. (PHI)coreStrategic or Co-development PartnerNon-profit management organization serving approximately 2,000 seniors in North Carolina through agreements with Friends Homes and three other owned continuing care retirement communities plus Capital Towers affordable rental community in Raleigh.
• Network for GoodminorOthersOnline donation platform enabling charitable giving to Friends Homes mission through their website donation portal.
• Stewart & Conners ArchitectsminorImplementation/ SI/ Consulting PartnerCharlotte-based architecture firm designed the expansion project including villa apartments, townhomes, cottages, and amenity enhancements.
• Landmark BuildersminorImplementation/ SI/ Consulting PartnerGeneral contractor selected for expansion construction project across both campuses.

Scale indicators8 records

Recent moves14 records

Expansion highlights5 records

Direct peers

• Kendal at Oberlin: Faith-affiliated (Quaker) Life Plan Community in Ohio with independent living, assisted living, skilled nursing, and memory care on a single multi-building campus. Closest philosophical and operational parallel to Friends Homes given shared Quaker heritage and full continuum-of-care model.
• Carolina Meadows: Non-profit CCRC in Chapel Hill, NC offering independent living cottages and apartments, assisted living, memory care, and skilled nursing to approximately 800 residents. Directly comparable to Friends Homes by state, structure (multi-building campus), and full care continuum.
• The Forest at Duke: Non-profit Life Plan Community in Durham, NC affiliated with Duke, providing independent living, assisted living, memory support, and skilled nursing to roughly 450 residents. Comparable to Friends Homes in care continuum, ownership structure, and Piedmont Triad-adjacent geography.
• Cypress of Raleigh: Life Plan Community in Raleigh, NC offering independent living villas and apartments with assisted living, memory care, and skilled nursing on a single large campus. Comparable care continuum and North Carolina footprint to Friends Homes.
• SearStone: Non-profit CCRC in Cary, NC providing independent living, assisted living, memory care, and skilled nursing in a multi-building residential setting. Comparable to Friends Homes in product mix and North Carolina mid-market positioning.
• Acts Retirement-Life Communities: Faith-based (non-denominational Christian) non-profit operator of approximately 28 CCRCs across the eastern US serving roughly 12,000 residents. Comparable as a multi-site CCRC operator with similar philosophy of care and full continuum offerings.
• Givens Communities: Non-profit operator of CCRCs in western North Carolina (Asheville area) offering independent living, assisted living, memory care, and skilled nursing across multiple campuses. Comparable non-profit CCRC operator with similar care continuum in North Carolina.

Broad incumbents

• Brookdale Senior Living: Largest US senior living operator with approximately 650 communities across 41 states offering independent living, assisted living, memory care, and continuing care. Comparable care continuum at scale, though primarily for-profit and operating a different delivery model (mostly single-care-level communities versus the multi-continuum CCRC model Friends Homes offers).
• Sunrise Senior Living: National for-profit senior living operator with assisted living and memory care as primary offerings across more than 320 communities. Comparable in care delivery and target demographic to Friends Homes' assisted living and memory care operations, though lacks the multi-building campus CCRC structure.

Others

• Presbyterian Homes, Inc. (PHI): Non-profit parent organization managing approximately 2,000 North Carolina seniors across three CCRCs (including Friends Homes) plus Capital Towers affordable rental. Relevant as the management and shared-services parent of Friends Homes rather than as a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FriendsHomesCCRC
• LinkedInlinkedin.com/company/friends-homes
• Instagraminstagram.com/friendshomes
• Xx.com/friendshomesinc

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Friends Homes