Oakwood Village University Woods

What Oakwood Village University Woods does

Oakwood Village University Woods is a non-profit continuing care retirement community (CCRC) operated by Oakwood Lutheran Senior Ministries, a 501(c)(3) entity sponsored by 37 Lutheran congregations in Madison, Wisconsin. Founded in 1948, it serves adults aged 55 and older across two Madison campuses — University Woods on Mineral Point Road (west side) and Prairie Ridge on Tancho Drive (east side) — delivering a full continuum of care that includes independent living apartments, assisted living (Tabor Oaks), memory care (Covenant Oaks), short-term rehabilitation and skilled nursing (Hebron Oaks, currently being rebuilt), and hospice services. The portfolio comprises 685 apartment homes, supported by in-house dining, pharmacy, spiritual care, transportation, and life-enrichment programming spanning fitness, arts, lifelong learning, nature, and spiritual life.

Underlying infrastructure is service-delivery rather than software-native: care and operations are coordinated on a senior living community management backbone, augmented by a dedicated Resident IT function that supports Zoom, the Touchtown Community App, and Microsoft Office, plus physical amenities such as EV charging stations (with rapid chargers at University Woods). The revenue model is recurring subscription-style monthly resident fees segmented by care level — independent living, assisted living, memory care, and skilled nursing/rehabilitation — with ancillary recurring fees such as the $25/month EV charger subscription. Pricing is not publicly disclosed and inquiries are routed through dedicated phone lines for living options and short-term rehab.

Go-to-market is sales-led but executed through an education-focused direct-to-consumer motion: dedicated sales counselors at each campus conduct tours and guide prospects and families through downsizing and transition decisions, while marketing channels include the company website, email newsletter, campus visits, Lutheran-congregation referrals, and resident-driven word-of-mouth. The organization reinvests operating surplus into campus improvements and Foundation-funded programs, with no parent company, private equity backing, or external funding rounds.

Name

Oakwood Village University Woods

Legal name

Oakwood Lutheran Senior Ministries

Website

https://oakwoodvillage.net

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Oakwood Village University Woods is a Madison, Wisconsin non-profit CCRC operating two campuses that deliver independent living, assisted living, memory care, skilled nursing, and rehabilitation to adults 55+, sponsored by 37 Lutheran congregations.

Ownership category

akta.pro rank

Product category

Continuing Care Retirement Community (Senior Living)

NAICS

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

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior living services
• Continuing care community
• Assisted living care
• Memory care services
• Skilled nursing rehab

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Independent Living Fees: Monthly fees for apartment homes covering housing, amenities, and access to community facilities and programming
2. Assisted Living Services: Care and support services for residents requiring assistance with everyday activities, billed in addition to base living fees
3. Memory Care Services: Specialized quality care for residents with memory impairment, providing safe environment with targeted programming
4. Rehabilitation Services: Short-term rehabilitation services including physical therapy, occupational therapy, and skilled nursing care
5. EV Charging Fees: $25 monthly fee for unlimited use of EV charging stations

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Oakwood Village University Woods is a faith-based continuing care retirement community operating two Madison, Wisconsin campuses that provide independent living apartments, assisted living, memory care, skilled nursing, rehabilitation, and hospice services for adults 55 and older. The organization also delivers life enrichment programming (fitness, arts, lifelong learning, spiritual care, social events) and support amenities including culinary services, in-house pharmacy, transportation, and resident technology support.

Product overview

Oakwood Village is a continuing care retirement community operated by Oakwood Lutheran Senior Ministries, a non-profit 501c(3) organization sponsored by 37 Lutheran congregations. The organization offers two campuses in Madison, Wisconsin: Prairie Ridge (east side) and University Woods (west side). The portfolio includes independent living apartment homes, assisted living, memory care (including Covenant Oaks and Tabor Oaks), short-term and long-term rehabilitation/skilled nursing services, and hospice care. Life enrichment programming spans fitness and wellness, culture and art, nature activities, lifelong learning, spiritual care, and social activities. Support services include dining/culinary services, in-house pharmacy, free bus transportation to shopping destinations, and resident technology support. Both campuses feature amenities such as walking paths, gardens, fitness centers, and EV charging stations. The organization employs approximately 400+ staff across clinical, dining, facilities, environmental services, corporate, life enrichment, pharmacy, and spiritual care divisions.

Differentiator

Problem solved

Functional benefit

Products and services

• Independent Living Apartment Homes Maintenance-free independent living apartments for active seniors offering housing, amenities, dining, housekeeping, transportation, and access to community programming across both Prairie Ridge (Grasslands, Pioneer Prairie, Settlers Ridge) and University Woods (Tower, Oaks apartments) campuses.
• Assisted Living

Quantifiable outcome

• Average employee tenure of 4.8 years indicating workforce stability and quality retention
• +1 more outcomes

Named customers7 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

Six partnerships are on record, tiered core and minor.

• PLATO (Participatory Learning and Teaching Organization)coreStrategic or Co-development Partner · 1 January 2024PLATO is a community of intellectually curious adults 50+ exploring subjects through member-led discussion groups, lectures, travel, and cultural activities. PLATO relocated its office to Oakwood Village University Woods campus (second floor of Tower building). Four PLATO classes are currently offered at Oakwood campuses. PLATO has approximately 1,000 members paying $60 annual fee.
• MG&E (Madison Gas and Electric)minorOthers · 1 January 2022Local utility provider that worked with Oakwood to install EV charging stations. MG&E offered a promotional program that allowed Oakwood to install two rapid chargers at University Woods campus at minimal cost.
• YWCAminorChannel Partner/ Reseller/ DistributorLocal organization partnered with Oakwood for recruitment efforts as part of Oakwood's strategy to build relationships with community organizations and expand recruiting reach.
• Centro HispanominorChannel Partner/ Reseller/ DistributorCommunity organization partnered with Oakwood for recruitment efforts to diversify hiring and build relationships with the Latino community in the Madison area.
• Oakwood Lutheran Senior MinistriescoreStrategic or Co-development PartnerParent organization of Oakwood Village. A 501c(3) non-profit sponsored by 37 Lutheran congregations. Provides governance, strategic direction, and alignment with faith-based mission.
• 37 Lutheran CongregationscoreStrategic or Co-development PartnerSponsor network of Lutheran congregations that support Oakwood's mission and values. These congregations help connect seniors to Oakwood and provide community connections.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Lifespace Communities: Non-profit operator of continuing care retirement communities across the U.S. Comparable to Oakwood as a mission-driven, non-profit CCRC operator offering independent living through skilled nursing.
• Heritage Senior Living: Wisconsin-based senior living provider operating multiple assisted living and memory care communities across the state. Comparable as a regional operator offering assisted living and memory care services similar to Oakwood's care levels.
• Transforming Age: Non-profit senior services organization operating CCRCs and senior living communities. Similar mission-driven, non-profit CCRC model to Oakwood with comparable service lines.
• Capitol Lakes: Continuing care retirement community located in downtown Madison, WI. Directly comparable to Oakwood as a non-profit CCRC serving the same Madison market with independent living, assisted living, memory care, and skilled nursing.
• Presbyterian Homes & Services: Non-profit, faith-based senior living operator (Presbyterian affiliation) offering a full continuum of care across Minnesota, Wisconsin, and Iowa. Closely comparable to Oakwood in mission (faith-based nonprofit), service mix (IL/AL/MC/SNF), and Wisconsin geographic overlap.

Broad incumbents

• Brookdale Senior Living: Largest senior living operator in the United States offering independent living, assisted living, and memory care across hundreds of communities. Comparable as a broad incumbent competing in the same product categories, though for-profit and at far greater scale.
• Five Star Senior Living: National senior living and rehabilitation services operator. Comparable in core service lines (independent living, assisted living, memory care, skilled nursing) though at greater geographic and operational scale.
• Belmont Village Senior Living: Senior living operator with communities across multiple U.S. states offering independent living, assisted living, and memory care. Comparable in product mix to Oakwood's continuum of care.
• Atria Senior Living: National senior living operator offering independent living, assisted living, and memory care. Comparable as a broad incumbent competitor in senior living services though operating at much larger scale than Oakwood.
• Sunrise Senior Living: National senior living operator with a strong assisted living and memory care portfolio across the U.S. and internationally. Comparable in service mix to Oakwood's assisted living and memory care offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/OakwoodVillageMadison

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Oakwood Village University Woods