The Baptist Home

What The Baptist Home does

The Baptist Home, operating legally as Baptist Homes Healthcare Ministries, is a faith-based senior care organization founded in 1913 that provides a continuum of care retirement community services to aging adults across the Midwestern United States. The organization operates multiple physical campuses delivering assisted living, skilled nursing, memory care, retirement housing, and related residential services. Its core product set includes care and living options, campus-based residential facilities, residential floor plans, a resident application process, and an online payment portal, all integrated through its primary website at bhhm.org. The organization also extends its mission beyond direct resident care through a portfolio of faith-based community programs, including church resources, the "Voice for the Aging" publication, a "Request a Speaker" program, "Moral Injury" support, "21 Days of Prayer," and the "Heart & Hand" scholarship initiative.

The organization's business model combines recurring resident care fees (subscribed via multi-year residency) with charitable donations collected through the Give platform and a digital newsletter ("My Home"). Its go-to-market approach relies on a hybrid segmentation model: individual aging adults and their families form the primary consumer segment, while Baptist churches and faith communities serve as a secondary vertical segment providing referrals, spiritual support, and donor engagement. Marketing is conducted through digital newsletters, content marketing (articles, church resources, Voice for the Aging), community events, speaking engagements, and a website-based SEO presence. Distribution is primarily direct-to-consumer via multi-campus facilities, church partnership referrals, and a self-serve online resident application.

From a technology and operational standpoint, Baptist Homes has limited disclosed digital infrastructure: core technology is unspecified, no APIs, SDKs, or mobile applications exist, and no AI/ML capabilities are referenced. The website is maintained by Megaphone Designs. The organization is privately held with no disclosed funding rounds, institutional investors, parent company, or acquisitions. Corporate headquarters are located at 400 E High Street, Suite 600, Jefferson City, MO, with the primary operational base in Ironton, MO.

Name

The Baptist Home

Legal name

Baptist Homes Healthcare Ministries

Website

https://thebaptisthome.org

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

11–50 employees

Short description

Baptist Homes Healthcare Ministries is a faith-based, multi-campus senior care organization founded in 1913 that provides assisted living, skilled nursing, memory care, and retirement housing to aging adults across the Midwestern U.S., funded by resident fees and charitable donations.

Ownership category

akta.pro rank

Product category

Senior Living & Eldercare Services

NAICS

Continuing Care Retirement Communities (623311), Assisted Living Facilities for the Elderly (623312), Nursing Care Facilities (Skilled Nursing Facilities) (62311), Nursing and Residential Care Facilities (623), Services for the Elderly and Persons with Disabilities (624120)

SIC

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

akta.pro primary industry

Faith-Based / Nonprofit Assisted Living Providers (HLADABAH)

akta.pro secondary industries

Nonprofit / Faith-Based CCRCs (HLADAEAC), Continuing Care Retirement Communities (CCRC) with Memory Care (HLADACAD)

Keywords

• Senior living services
• Assisted living care
• Skilled nursing care
• Retirement community living
• Memory care services

Headquarters

HQ city

Ironton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Resident Care Fees: Fees collected from residents for care and living services at their campuses
2. Donations and Charitable Giving: Charitable contributions from donors through the Give platform

Distribution channels3 records

Marketing channels6 records

Core offering

The Baptist Home (Baptist Homes Healthcare Ministries) provides Christ-centered residential senior care across multiple campuses, offering assisted living, skilled nursing, retirement housing, and memory care services for aging adults. The organization delivers a continuum of care retirement community experience supplemented by elder care consultation, aging adult education, and church-based spiritual support resources.

Product overview

Baptist Homes Healthcare Ministries offers a unified continuum of senior care services centered around Christlike, compassionate care for the aging. The organization provides residential living options across multiple campuses, with services including care and living options, floor plans for prospective residents, a resident application process, and online payment capabilities. The product portfolio is integrated through their main website, which serves as the entry point for all services.

Differentiator

Problem solved

Functional benefit

Products and services

• Care & Living Options Comprehensive continuum of care services for aging residents, including independent living, assisted living, skilled nursing, and memory care tailored to individual needs. Targeted at older adults and their families seeking Christ-centered residential care.
• Campuses Multiple physical residential campus locations across the Midwestern United States providing assisted living, skilled nursing, and retirement housing for seniors. Residents apply through the Resident Application process online or in-person at each campus.
• Floor Plans Residential floor plans for prospective residents and their families to review and select living space options across the organization's campuses.
• Resident Application Online application process enabling prospective residents and their families to apply digitally for residency at Baptist Homes facilities.
• Online Payment Digital payment portal enabling residents and families to make payments for care and living services online.

Segments2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Megaphone DesignsminorOthersMegaphone Designs provides website design and maintenance services for Baptist Homes Healthcare Ministries as noted in the site credits.

Recent moves5 records

Expansion highlights4 records

Direct peers

• Presbyterian Senior Living: Denominationally-affiliated senior living provider operating continuing care communities, assisted living, and skilled nursing in the Mid-Atlantic and beyond. Directly comparable in faith-based CCRC model and continuum-of-care services.
• Christian Care Communities: Kentucky-based faith-based nonprofit providing assisted living, skilled nursing, and memory care with a Christian mission. Closely mirrors Baptist Homes' ministry-driven, multi-campus service model.
• National Church Residences: Faith-based nonprofit operator of CCRCs, assisted living, and senior housing across multiple U.S. states. Closely comparable to Baptist Homes in mission-driven, multi-campus elder care delivery and church-affiliated identity.
• Lutheran Senior Services: Faith-based (Lutheran) nonprofit offering independent living, assisted living, memory care, and skilled nursing across Missouri and surrounding states. Strongly comparable given shared geography, faith affiliation, and continuum-of-care offerings.
• United Methodist Communities: Faith-based senior living organization operating multiple campuses across the Northeast with assisted living, skilled nursing, and rehabilitation. Directly comparable denominational CCRC operator.

Broad incumbents

• Atria Senior Living: National senior living operator focused on assisted living, memory care, and independent living with hospitality-driven positioning. Comparable core service categories, but secular and significantly larger footprint.
• Ascension Living: Catholic-affiliated senior services arm of Ascension Health, operating senior living and skilled nursing communities nationwide. Comparable faith-based operator at significantly larger scale and broader footprint.
• Five Star Senior Living: Operator of assisted living, memory care, and skilled nursing communities across the U.S. Comparable care categories, although secular and broader in geographic reach than Baptist Homes.
• Brookdale Senior Living: Largest U.S. senior living operator offering assisted living, memory care, and independent living nationwide. Comparable service lines but secular and far larger in scale than Baptist Homes' ministry model.
• Trinity Health Senior Communities: Catholic faith-based nonprofit operating senior living, assisted living, and skilled nursing communities across multiple states. Comparable mission-driven operator with broader geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TheBaptistHome
• LinkedInlinkedin.com/company/baptist-homes-healthcare-ministries

Revenue estimate

Valuation estimate

Number of profiles

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 Baptist Home