Luther Manor

What Luther Manor does

Luther Manor is a not-for-profit, faith-based Life Plan Community (Continuing Care Retirement Community) headquartered at 4545 N. 92nd St., Wauwatosa, Wisconsin, founded in 1961 (originally as the United Lutheran Program for the Aging). The organization operates the full senior care continuum on a single campus — Independent Living (20 floor plans, studios to 2-bedroom up to 1,600 sq ft), The Courtyards Assisted Living (CBRF-licensed), The Gardens Memory Care (newly opened 2025), a Health Care Center providing 24/7 skilled nursing partnered with Froedtert Hospital, a Transitional Care Rehabilitation Center, and a faith-grounded Hospice Care program. A second small assisted living site, Luther Manor at River Oaks, operates in Mequon with 16 residents.

The business model is a multi-stream recurring revenue platform: monthly rental and entrance-fee contracts for Independent Living ($1,372-$2,487/month), daily rates for Assisted Living ($161-$197/day) and the Bridge Program ($133-$177/day), Medicare/Medicaid-reimbursed skilled nursing and hospice services, guest suite overnight revenue ($79-$129/night), and charitable contributions via the Luther Manor Foundation (est. 1985). The community serves approximately 400 residents with roughly 400 employees and a volunteer base of ~300 contributing 24,000-30,000 hours annually, supported by partnerships with 200+ churches and faith organizations.

Go-to-market is a hybrid direct-sales and event-driven motion: top-of-funnel awareness through church referrals, a 620 WTMJ radio podcast, an 80+ article blog, and social channels; mid-funnel via Roobrik-powered digital care assessments, community events (Senior Lifestyle Fair, Open Houses), and quarterly newsletters; bottom-of-funnel via dedicated senior living advisors and on-campus tours. Notable differentiators include $4.5M in annual unreimbursed charity care, a $12M Project Revitalization completed in 2024, Newsweek's America's Best Nursing Homes 2021 designation, and a Great Place to Work certification (through 2025). The entity has no parent company or external investors.

Name

Luther Manor

Legal name

Luther Manor

Website

https://luthermanor.org

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Luther Manor is a not-for-profit, faith-based Life Plan Community (CCRC) in Wauwatosa, Wisconsin, delivering a full continuum of senior care — independent living, assisted living, memory care, skilled nursing, rehab, and hospice — to approximately 400 residents across the Milwaukee region.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Continuing Care Retirement Communities (623311), Assisted Living Facilities for the Elderly (623312), Nursing Care Facilities (Skilled Nursing Facilities) (62311)

SIC

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

akta.pro primary industry

Nonprofit / Faith-Based CCRCs (HLADAEAC)

akta.pro secondary industries

Faith-Based / Nonprofit Assisted Living Providers (HLADABAH), Large Campus / Multi-Building Assisted Living Communities (HLADABAG), Active Adult (55+) Independent Living Communities (HLADAAAD), Residential Hospice / Hospice House (Facility-Based) (HLADAHAC)

Keywords

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

Headquarters

HQ city

Wauwatosa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations

Revenue model

1. Independent Living Monthly Fees: Monthly rental fees for apartment homes including dining credits, utilities, maintenance, and access to amenities. Starting at $1,372/month for studio apartments up to $2,487/month for 2-bedroom units. Both rental and entrance fee contract options available.
2. Assisted Living Daily Rates: Daily rates for assisted living services at The Courtyards. Private studio starting at $161/day, private suite at $197/day. Includes 24-hour nursing staff, meals, medication management, and life enrichment activities.
3. Bridge Program Short-Term Stays: Short-term transitional care stays priced at $133-177/day for accessible studio or one-bedroom apartments. Minimum 7-day stay for rehab patients transitioning from hospital to home.
4. Memory Care Services: The Gardens Memory Care provides long-term and respite care for residents with memory impairment, Alzheimer's, or dementia. Licensed by State of Wisconsin with 24/7 care from licensed memory support caregivers.
5. Skilled Nursing and Rehabilitation: Around-the-clock skilled nursing care and rehabilitation therapies open to residents and non-residents. Services include physical, occupational, speech therapy, and specialized treatments. Accepts Medicare and long-term care insurance.
6. Hospice Care: End-of-life hospice services covered primarily by Medicare, Medicaid, and health insurance. Nonprofit mission includes caring for all regardless of ability to pay. Services include grief support and complementary therapies.
7. Donations and Charitable Contributions: Luther Manor Foundation accepts one-time gifts, monthly donations, endowments, bequests, and planned giving. Supports resident support, enrichment programming, Bridge the Gap fund for financial assistance, and TEAM Appreciation Fund for employees.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Luther Manor is a not-for-profit, faith-based Life Plan Community (Continuing Care Retirement Community) that provides a full continuum of senior living and healthcare services on its Wauwatosa, Wisconsin campus, including independent living, assisted living, memory care, skilled nursing, hospice, and short-term rehabilitation. It serves approximately 400 residents through roughly 400 employees and 300 volunteers, with a satellite location in Mequon, Wisconsin.

Product overview

Luther Manor is a not-for-profit, faith-based Life Plan Community (Continuing Care Retirement Community) offering a complete continuum of senior living and care on one campus. The core portfolio includes Independent Living with 20 floor plan options, The Courtyards Assisted Living (CBRF-licensed), and The Gardens Memory Care. Supporting these are Health Services (Skilled Nursing with 24/7 care, Transitional Care Rehabilitation Center, and Hospice Care with complementary therapies), Supportive Living Services (RCAC-licensed add-on for independent living residents), the Bridge Program for post-hospital transitional stays, and Respite Care. Additional offerings include Guest Suites for visitors and a Volunteer Program. The Luther Manor Foundation provides charitable financial support. The community recently completed Project Revitalization, a multi-million dollar campus transformation, and launched The Gardens Memory Care as a new memory care neighborhood.

Differentiator

Problem solved

Functional benefit

Products and services

• Independent Living Residential apartments for older adults who can live independently, typically part of the Life Plan Community's entrance-fee or monthly-fee structure, with access to on-campus amenities and the assurance of higher levels of care if needs change.
• Assisted Living
• Memory Care
• Skilled Nursing
• Short-Term Rehabilitation
• Hospice Care

Quantifiable outcome

• No resident asked to leave due to inability to pay in 60+ years
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered minor and core.

• Great Place to Work InstituteminorOthers · 1 January 2018Independent analysts providing workplace culture certification based on anonymous employee surveys. Certification awarded to recognize trust, pride, and camaraderie in workplace.
• Froedtert HospitalcoreStrategic or Co-development PartnerMedical partnership bringing exceptional staff to Luther Manor's Health Care Center. Dr. Ismail Quryshi serves as Medical Director, and Katie Lammi provides primary care as nurse practitioner. Partnership part of Froedtert & Medical College of Wisconsin's Care Coalition for post-acute providers.
• Medical College of WisconsincoreStrategic or Co-development PartnerPart of Care Coalition with Froedtert Hospital for post-acute providers. Actively developing joint best practices and clinical pathways to improve patient outcomes.
• Integrated Rehab Consultants (IRC)coreTechnology or IntegrationRehabilitation partner providing physiatrist services - medical doctor specializing in diagnosing and treating injuries to bones, muscles, ligaments, and nervous system. Part of Luther Manor's Transitional Care Rehabilitation Center team.
• Select RehabilitationcoreTechnology or IntegrationRehabilitation partner creating rehabilitation solutions that promote outstanding results. Collaborates with Luther Manor team on therapy programs and specialized treatments.
• National Hospice and Palliative Care Organization (NHPCO)minorStrategic or Co-development PartnerNHPCO membership provides access to resources, best practices, and network for hospice care excellence.
• Wisconsin Hospice & Palliative Care Association (WiHPCA)minorStrategic or Co-development PartnerState-level partnership supporting hospice care excellence and advocacy in Wisconsin.
• We Honor Veterans ProgramminorStrategic or Co-development PartnerLuther Manor Hospice is a proud partner of We Honor Veterans program. Staff specially trained to care for veterans' special needs at end of life. Veterans volunteer program also available.
• 620 WTMJ Radio StationminorGTM or Marketing PartnerPartnership with Wisconsin radio station to create Senior Living Today podcast. Provides platform for engaging with senior living issues and reaching potential residents.
• WisCaregiver Career PartnerminorChannel Partner/ Reseller/ DistributorCareer partnership program supporting staff training and caregiver career development. Part of employee benefits including online training, CEUs, and tuition assistance.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Brookdale Senior Living: Largest operator of senior living communities in the U.S. with a national portfolio spanning independent living, assisted living, and memory care. Competes with Luther Manor in the broader senior living market but as a for-profit incumbent rather than a faith-based nonprofit.
• Five Star Senior Living: National operator of independent living, assisted living, and memory care communities across more than 30 states. Competes in the same care categories and resident segments as Luther Manor but operates at much larger scale as a for-profit incumbent.
• Ascension Living: Senior living division of Ascension Health, one of the largest Catholic health systems. Operates a portfolio of CCRCs and senior living communities nationwide with similar hospital-system integration and faith-based identity to Luther Manor, but at much broader scale.

Direct peers

• Life Care Services (LCS): Leading manager and operator of CCRCs and Life Plan Communities across the U.S. Operates more than 140 communities and shares the same Life Plan Community / CCRC operating model, fee structures, and continuum-of-care positioning as Luther Manor.
• Presbyterian Senior Living: Faith-based nonprofit operator of retirement communities, personal care, and skilled nursing across Pennsylvania, Maryland, and surrounding states. Closely comparable in structure as a faith-based nonprofit CCRC running multiple care levels on single campuses.
• Heritage Communities: Midwest-based operator of independent living, assisted living, and memory care communities in Nebraska and surrounding states. Comparable as a regional, faith-influenced operator of multi-level senior living campuses similar to Luther Manor's Life Plan Community model.
• Benedictine Living Communities: Faith-based (Catholic) nonprofit operator of senior living communities with a comparable continuum-of-care model including independent living, assisted living, memory care, and skilled nursing. Directly comparable mission-driven nonprofit peer in the Midwest.
• Cedar Community: Wisconsin-based nonprofit Life Plan Community offering independent living, assisted living, memory care, skilled nursing, and rehabilitation on a single campus. Closely comparable Midwest nonprofit CCRC peer operating with a similar continuum-of-care model and faith-rooted mission.
• The Evangelical Lutheran Good Samaritan Society (Sanford Health): Largest nonprofit provider of senior care and services in the U.S. with a shared Lutheran heritage and CCRC operating model. Directly comparable faith-based nonprofit senior living operator offering a similar continuum of care across multiple geographies.
• Trilogy Health Services: Operator of senior living campuses offering independent living, assisted living, memory care, and skilled nursing in the Midwest, including Wisconsin-area communities. Directly comparable multi-level of care operator with overlapping geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/LutherManorWI
• Facebookfacebook.com/LutherManorWI
• Xx.com/luthermanorwi
• LinkedInlinkedin.com/company/luther-manor-retirement-community

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Luther Manor