Lifestory
- Company typePrivate
- Founded2019
- HeadquartersKings Worthy, United Kingdom
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
Lifestory firmographics
Firmographics- Name
- Lifestory
- Legal name
- Pegasus Homes Limited
- Website
- https://lifestory.group
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Lifestory industry classification
Industry- Product category
- Senior Living Real Estate
- NAICS
- Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233)
- SIC
- Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Market-Rate Independent Living (Private Pay) Communities (HLADAAAA)
- akta.pro secondary industries
- Independent Living Real Estate Owners/Operators (REITs & Management Companies) (HLADAAAG), Senior Living Property Management (BPAJAGAI)
Keywords
Where Lifestory is headquartered
LocationHeadquarters
- HQ city
- Kings Worthy
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Lifestory business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Property Sales: Direct sale of retirement homes to buyers aged over 60. Homes are sold with leasehold or freehold arrangements depending on property type.
- Property Rentals: Rental of retirement apartments and homes with inclusive services such as buildings insurance, communal utilities, grounds maintenance, and cleaning.
- Resales: Secondary market sales of previously owned Pegasus homes, facilitating mobility within the community.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Lifestory product offering
Product offeringCore offering
Lifestory (operating through its Pegasus Homes brand) develops, sells, and rents high-quality retirement homes and apartments exclusively for adults aged 60 and over across England. The company operates purpose-built communities with inclusive services covering buildings insurance, communal utilities, grounds maintenance, and cleaning, alongside wellness facilities such as communal lounges, libraries, spa facilities, yoga studios, and roof gardens. Homes are offered through outright purchase (leasehold or freehold), rental, and secondary-market resale arrangements.
Product overview
The source data pertains to Pegasus Homes, a retirement living provider, not Lifestory. No Lifestory-specific product or service information is present in the source material.
Differentiator
Problem solved
Functional benefit
Products and services
- Retirement Home Sales Direct sale of newly built retirement homes and apartments in purpose-built communities across England, available for purchase by adults aged 60 and over through leasehold or freehold arrangements depending on property type.
- Retirement Property Rentals Rental of retirement apartments and homes with inclusive services such as buildings insurance, communal utilities, grounds maintenance, and cleaning, targeted at over-60s seeking a maintenance-light lifestyle.
- Resale of Pegasus Homes Secondary-market sales of previously owned Pegasus retirement homes, facilitating mobility of existing residents within the Pegasus community network.
Companies that use Lifestory
Customer profileSegments1 record
Ideal customer profiles1 record
Lifestory technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Lifestory partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Lifestory competitors and assessment
Company assessmentDirect peers
- Audley Group: Audley operates luxury retirement villages across England with both ownership and rental models, purpose-built communities, and high-end amenities — almost identical positioning and business model to Pegasus Homes.
- Inspired Villages: Joint venture with Legal & General developing and operating retirement villages across England. Same integrated developer/operator model with sales, rentals, and on-site wellness amenities targeting over-60s.
- Belong Ltd: Operator of dementia-friendly and nursing villages in the UK North West, offering a mix of independent and care living in purpose-built community settings — comparable operating model in retirement living.
- Cinnamon Care Collection: Premium UK operator of care homes and retirement living developments with luxury finish and lifestyle amenities — comparable premium positioning and over-60 customer segment.
- Anchor (Anchor Hanover): One of England's largest not-for-profit providers of housing and care for older people, including retirement living and sheltered housing. Comparable customer segment and integrated housing-plus-services model.
- Churchill Retirement Living: One of the UK's largest retirement living developers, exclusively for the over-60s, selling and letting apartments across England — directly comparable customer segment, geography, and leasehold sale-plus-rental model.
- McCarthy & Stone (Retirement Villages Group): The UK's largest retirement living developer, acquired by Lone Star Funds and rebranded as Retirement Villages Group. Same over-60 target market, leasehold/freehold sale model, and English geographic footprint as Pegasus.
- Richmond Villages: Operated by Bupa, Richmond Villages runs retirement communities in England combining independent living with on-site care services — same target customer and integrated community model as Pegasus.
- ExtraCare Charitable Trust: Major UK not-for-profit operator of retirement villages across the Midlands and southern England, combining independent living with wellness, social, and care amenities — overlapping target market and community model.
Broad incumbents
- Bupa: Global healthcare group that owns Richmond Villages and broader UK care home operations. Broader incumbent across health insurance, hospitals, and senior care with overlapping retirement living capability.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Lifestory social profiles
Digital presenceLifestory financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lifestory leadership team
Management profileNumber of profiles
Lifestory funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lifestory M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lifestory
What does Lifestory do?
Lifestory (operating through its Pegasus Homes brand) develops, sells, and rents high-quality retirement homes and apartments exclusively for adults aged 60 and over across England. The company operates purpose-built communities with inclusive services covering buildings insurance, communal utilities, grounds maintenance, and cleaning, alongside wellness facilities such as communal lounges, libraries, spa facilities, yoga studios, and roof gardens. Homes are offered through outright purchase (leasehold or freehold), rental, and secondary-market resale arrangements.
Is Lifestory a public or private company?
Lifestory is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lifestory founded?
Lifestory was founded in 2019. It employs 501 to 1,000 people.
Where is Lifestory based?
Lifestory is headquartered in Kings Worthy, United Kingdom, in the Europe region.
How does Lifestory make money?
Three revenue lines are on record. Property Sales are the primary driver. The others are property Rentals and resales.
Who are Lifestory's main competitors?
Direct peers on record are Audley Group, Inspired Villages, Belong Ltd, Cinnamon Care Collection, Anchor (Anchor Hanover), Churchill Retirement Living, McCarthy & Stone (Retirement Villages Group), Richmond Villages and ExtraCare Charitable Trust. Bupa is listed as a broad incumbent.
Does Lifestory have an API?
No public API is recorded for Lifestory.
What industry is Lifestory in?
Lifestory's product category is Senior Living Real Estate. Its primary akta.pro industry code is HLADAAAA, Market-Rate Independent Living (Private Pay) Communities, with a secondary code of HLADAAAG, Independent Living Real Estate Owners/Operators (REITs & Management Companies). Its NAICS code is 62331 and its SIC code is 8050.