GreenFields of Geneva

What GreenFields of Geneva does

GreenFields of Geneva is a nonprofit Life Plan Community (continuing-care retirement community) located on a 26-acre campus at 0N801 Friendship Way in Geneva, Illinois, serving seniors in the Chicagoland Fox Valley area. The community was founded in 2012 and operates as part of Lifespace Communities, a nonprofit organization with over 45 years of experience that acquired GreenFields from Friendship Senior Options in 2025. GreenFields offers a complete continuum of care on a single campus, including Independent Living, Assisted Living (Willows), Memory Care (Reflections), Skilled Nursing (Briarwood Healthcare Center), and Rehabilitation Services, with an extension into in-home Homecare services for seniors who prefer to age in place.

The community's core product is the Life Care (Life Plan) contract, which combines an upfront entrance fee with predictable monthly service fees to provide residents with lifetime access to all care levels as their needs evolve. Monthly fees cover dining, housekeeping, maintenance, wellness programming, transportation, fitness center access, and cultural activities. Briarwood Healthcare Center has earned a CMS 5-star rating, CARF International accreditation covering more than 1,200 standards, and dual U.S. News & World Report Best Nursing Home designations placing it in the top 3% of facilities nationwide.

GreenFields employs a sales-led go-to-market model with a dedicated Director of Sales conducting personal consultations and campus tours, supplemented by a website lead funnel, community events, content marketing, and resident and family referrals. The community differentiates through reciprocal partnerships with Tanna Farms Golf Club, Mill Creek Golf Club, and Northwestern Medicine Delnor Health & Fitness Center, alongside cultural partnerships with the Elgin Symphony Orchestra, Geneva Center for the Arts, Geneva History Museum, and local businesses through the Gems of Geneva program. Headcount is reported at 501-1,000 employees, and the community has been repeatedly recognized as a Daily Herald Readers' Choice award winner for retirement/assisted living and as a Best Place to Work.

Name

GreenFields of Geneva

Legal name

GreenFields of Geneva

Website

https://greenfieldsgeneva.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

501–1,000 employees

Short description

GreenFields of Geneva is a nonprofit Life Plan Community in Geneva, Illinois, offering independent living, assisted living, memory care, skilled nursing, rehabilitation, and homecare services to seniors in the Chicagoland Fox Valley area under Lifespace Communities ownership.

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 (6233), Assisted Living Facilities for the Elderly (623312), Services for the Elderly and Persons with Disabilities (62412)

SIC

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

akta.pro primary industry

Luxury/Resort-Style Independent Living Communities (HLADAAAC)

akta.pro secondary industry

Market-Rate Independent Living (Private Pay) Communities (HLADAAAA)

Keywords

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

Headquarters

HQ city

Geneva

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Life Care Contracts: Life Care contracts combining an entrance fee with predictable monthly costs. This model provides residents with financial stability while securing lifetime access to on-site care across all levels including independent living, assisted living, memory care, skilled nursing, and rehabilitation services.
2. Monthly Service Fees: Ongoing monthly fees covering comprehensive services including dining, housekeeping, maintenance, wellness programming, transportation, pet-friendly accommodations, fitness center access, and cultural activities. Fee structure varies based on care level and residence type.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

GreenFields of Geneva is a Life Plan Community (Continuing Care Retirement Community) that operates a 26-acre residential campus offering a full continuum of senior living services — Independent Living, Assisted Living, Memory Care, Skilled Nursing, Rehabilitation, and Homecare. Residents purchase Life Care contracts combining a one-time entrance fee with predictable monthly fees covering dining, housekeeping, maintenance, transportation, wellness programming, and priority access to higher levels of care on the same campus.

Product overview

GreenFields of Geneva is a Life Care (Continuing Care Retirement Community) offering a complete continuum of care on a single campus. The community provides Independent Living as the primary product for active seniors, with on-site access to Assisted Living (Willows), Memory Care (Reflections), Skilled Nursing (Briarwood Healthcare Center), and Rehabilitation Services for residents whose needs evolve. The Life Care program combines upfront entrance fees with predictable monthly costs, providing lifetime access to all care levels. The community operates as part of Lifespace Communities, a nonprofit organization with over 45 years of experience in senior living.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Briarwood Healthcare Center scored approximately 3x state and national averages for registered nursing staff levels and significantly higher in physical therapy staffing availability
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Tanna Farms Golf ClubcoreStrategic or Co-development PartnerPartnership provides complimentary 18 holes of golf plus cart every Monday and Tuesday throughout the summer (Memorial Day through Labor Day) for all residents. Tanna Farms is a par-71, 18-hole course playing to 6,510 yards from back tees. Guests receive half-price green fees.
• Mill Creek Golf ClubcoreStrategic or Co-development PartnerPartnership provides complimentary golf access to residents. Course designed by renowned golf architect Roy Case, featuring 18 holes with rolling hills, multi-tiered greens, and breathtaking views. Included in summer golf program alongside Tanna Farms.
• Northwestern Medicine Delnor Health & Fitness CentercoreStrategic or Co-development PartnerComplimentary membership for all residents to this state-of-the-art medically integrated fitness center. The only certified Medical Fitness Association (MFA) facility in the area. Amenities include lap pool, therapy pool, whirlpools, sauna, steam room, full-court gymnasium, indoor track, personal training, massage therapy, and nutritional counseling.
• Cocoa Bean Fine DessertsminorGTM or Marketing PartnerPart of Gems of Geneva program, bringing local shop to GreenFields for special presentations, tastings, and exclusive offerings. Independent bakeshop offering specialty desserts, pastries, and café items.
• Geneva Wine CellarsminorGTM or Marketing PartnerGems of Geneva partner offering sommelier service, wine classes, and outdoor tasting patio experiences brought to GreenFields residents.
• Penrose BreweryminorGTM or Marketing PartnerGems of Geneva partner - small, locally owned brewery and taproom specializing in small batch brewing, fresh hoppy flavors, and wild/sour fermentations.
• Hahn's BakeryminorGTM or Marketing PartnerGems of Geneva partner - family-owned bakery famous for 'Old World' cakes and pastries, bringing specialty baked goods experiences to residents.
• Geneva History MuseumminorGTM or Marketing PartnerGems of Geneva partner - award-winning museum offering tours, programs, and exhibitions that provide educational experiences for residents.
• Geneva Center for the ArtsminorGTM or Marketing PartnerGems of Geneva partner - gallery and educational space bringing curated exhibitions, performances, workshops, and cultural events to the community.
• Villa Verone Ristorante ItalianominorGTM or Marketing PartnerGems of Geneva partner - family-run Italian restaurant offering authentic southern Italian cuisine, with partnerships for resident dining experiences and culinary events.
• Elgin Symphony OrchestraminorGTM or Marketing PartnerCultural partnership providing residents access to symphony performances and musical experiences. Residents have attended Elgin Symphony Orchestra performances as part of community outings.
• Rosary High School (Aurora)minorGTM or Marketing PartnerNational Honor Society from Rosary High School has hosted proms at GreenFields for multiple years, with students leading planning, decorating, and dancing alongside residents. Marmion Academy jazz band provides live music.
• Oak Trace Senior Living CommunityminorStrategic or Co-development PartnerFellow Lifespace Communities property collaborating on The Lived Experience initiative, sharing programming ideas, lifestyle directors, and cross-community events like prom celebrations.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Brookdale Senior Living: Largest U.S. senior living operator with ~650 communities across independent living, assisted living, and memory care. Directly comparable on product mix and target demographic, though Brookdale is for-profit and operates at broader scale.
• Atria Senior Living: Major operator of independent living, assisted living, and memory care communities across the U.S. Comparable premium positioning and resident demographic, with similar emphasis on lifestyle programming and amenities.
• Sunrise Senior Living: Operates premium assisted living and memory care communities with strong emphasis on personalized care, dining, and life enrichment — closely aligned with GreenFields' Willows, Reflections, and lifestyle programming.
• Five Star Senior Living: Manages independent living, assisted living, and skilled nursing communities. Comparable continuum-of-care offering and reliance on referrals and lifestyle programming to drive move-ins.
• Erickson Senior Living: Operates large continuing-care retirement communities (CCRCs) with entry-fee Life Care model on multi-hundred-acre campuses. Closest business-model match to GreenFields, with similar emphasis on continuum of care and amenity-rich campuses.
• Friendship Village (Friendship Senior Options): Former sister community under Friendship Senior Options, also a Chicago-area Life Care community with similar continuum-of-care model. Provides a directly comparable Midwest CCRC benchmark for GreenFields' performance.
• Oak Trace Senior Living Community: Sister Lifespace Communities CCRC that actively collaborates with GreenFields on The Lived Experience programming, lifestyle directors, and cross-community events. Closest internal-network peer.
• Presbyterian Senior Living: Nonprofit operator of continuing-care retirement communities across multiple states, with comparable faith-anchored nonprofit mission, Life Care contracts, and full continuum of care including skilled nursing.

Broad incumbents

• Lifespace Communities: Nonprofit parent that operates 18 CCRCs across seven states. Owns GreenFields as of 2025; provides enterprise context (shared services, programming, philanthropy) that distinguishes GreenFields from independent operators.

Others

• Life Care Services (LCS): Large third-party manager of CCRCs and senior living communities nationwide. Comparable in management discipline and CCRC operating model, but as a management/services company rather than owner-operator — relevant for understanding industry benchmarks and best practices.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GreenFieldsOfGeneva
• Xx.com/greenfldsgeneva

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 GreenFields of Geneva