What NewAldaya Lifecapes does

NewAldaya Lifescapes, legally Cedar Falls Lutheran Home, is a non-profit, faith-based senior living community founded in Cedar Falls, Iowa and operating continuously for more than 60 years. It delivers a full continuum of care on a single 17-acre campus, serving 300+ residents across independent living (four neighborhoods: Glen Arbor, Glen Meadows Lofts, Park Ridge Ranches, Sena Rownd), assisted living (The Bryhl with 42 apartments), skilled nursing and therapy, memory care (a 20-bed Memory Care House opened in 2015), extended/long-term care, and Home Connections in-home supportive care. Differentiated clinical and engagement technology includes It's Never 2 Late cognitive engagement content for dementia residents and Accelerated Care Plus rehabilitation modalities (electrical stimulation, ultrasound, Omnicycle, NuStep), supported by 24-hour wellness center access and a 14,000-square-foot Main Street Lifestyle Center that consolidates retail, dining (River Rock Café, Elm's Pub), wellness, salon/spa, general store, and chapel functions inside the community.

The operating model is multi-revenue-stream and largely subscription-based: recurring monthly resident fees for independent and assisted living, daily skilled-nursing rates reimbursed by Medicare Part A and private insurance, long-term care funded through Medicaid (Title XIX), CDAC, and private pay, plus Home Connections in-home services, outpatient therapy, events/catering, and donation/fundraising income (Campaign for Caring). A go-to-market motion is community-led and direct-sales, anchored by scheduled on-site tours, a dedicated Director of Residential Community Sales & Service, prominent resident testimonials, virtual tours, and a FRIENDS of NewAldaya referral/ambassador program; market reach is regional, confined to the Cedar Valley with no disclosed geographic expansion plans.

Name

NewAldaya Lifecapes

Legal name

Cedar Falls Lutheran Home

Website

https://newaldaya.org

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

51–100 employees

Short description

NewAldaya Lifescapes is a non-profit, faith-based Life Plan Community in Cedar Falls, Iowa, operating a 17-acre campus that delivers independent living, assisted living, skilled nursing, memory care, extended care, and in-home services to 300+ seniors across the Cedar Valley.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Assisted Living Facilities for the Elderly (623312), Nursing and Residential Care Facilities (623), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051), Services-Home Health Care Services (8082)

akta.pro primary industry

Life Plan / Entrance-Fee CCRCs (HLADAEAA)

akta.pro secondary industries

Large Campus / Multi-Building Assisted Living Communities (HLADABAG), Market-Rate Independent Living (Private Pay) Communities (HLADAAAA), Live-In & 24/7 In-Home Care (HLADAGAI), Senior Living & 55+ Community Brokerage (BPAJAAAH)

Keywords

• Senior living services
• Assisted living community
• Memory care facility
• Skilled nursing therapy
• Continuum of care

Headquarters

HQ city

Cedar Falls

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Residential Living Fees: Monthly rental fees for independent living apartments and homes across multiple neighborhoods (Glen Arbor, Glen Meadows Lofts, Park Ridge Ranches, Sena Rownd). Includes entrance fees for certain communities like Glen Meadow.
2. Assisted Living Services: Monthly rent for assisted living apartments at The Bryhl, including all-inclusive amenities such as meals and housekeeping, plus additional service packages for medication management and personal care.
3. Skilled Nursing & Therapy: Short-term post-acute and rehabilitative care covered by Medicare Part A and private insurance. Includes nursing care, physical, occupational, and speech therapy services.
4. Extended/Long-Term Care: Round-the-clock nursing care for individuals requiring ongoing support. Covered through private pay, Medicaid (Title XIX), CDAC, and other government-supported financing options.
5. Memory Care: Specialized 20-bed Memory Care House with 12 private rooms and 8 semi-private rooms, offering dementia and Alzheimer's care services.
6. Home Connections (In-Home Care): In-home supportive and personal care services provided to older adults in their own homes, including bathing, grooming, companionship, daily living activities, dressing, errands, grocery shopping, housekeeping, laundry, meals, and transportation.
7. Events & Catering: Venue rentals and catering services for private events including weddings, baby showers, business meetings. Spaces include Water's Edge Library, Fireside Dining Room, Elm's Pub, The Revue, City Park, and Good Shepherd Chapel.
8. Respite Care: Short-term stay services for individuals needing temporary assistance, giving caregivers a break or while planning vacations.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels8 records

Core offering

NewAldaya Lifescapes operates a non-profit Life Plan senior living community on a 17-acre Cedar Falls, Iowa campus, delivering a full continuum of care that includes independent living apartments and homes, assisted living, skilled nursing and rehabilitation therapy, memory care, extended/long-term nursing care, and in-home supportive services through Home Connections. The community is anchored by a 14,000 square foot Main Street Lifestyle Center and serves more than 300 residents under a Christian Caring mission established by seven Lutheran churches.

Product overview

NewAldaya Lifescapes is a Continuous Care Lifeplan Community offering a full continuum of senior living services on a 17-acre campus in Cedar Falls, Iowa. The organization provides multiple levels of care including Independent Living (through four distinct neighborhoods: Glen Arbor, Glen Meadows, Park Ridge, and Sena Rownd), Assisted Living (The Bryhl with 42 apartments), Skilled Nursing & Therapy, Memory Care (20-bed Memory Care House), Extended Care, and Home Connections in-home care services. Supporting these core residential services is a 14,000-square foot Main Street Lifestyle Center featuring amenities including the River Rock Café, Elm's Pub, New Day Salon and Spa, Wellness Center, Vern's General Store, and Good Shepherd Chapel. Additional services include Recreational Therapy, Outpatient Therapy, Events & Catering, and the Retreat at the Bryhl for post-surgery recovery. The community serves over 300 residents and is owned by Cedar Falls Lutheran Home, founded by seven Lutheran churches.

Differentiator

Problem solved

Functional benefit

Brands

• New Day Salon and Spa: A salon and spa service located on Main Street offering manicures, pedicures, hair styling services, and massage therapy for residents.
• Main Street
• River Rock Café
• Elm's Pub
• Vern's General Store
• Good Shepherd Chapel
• The Bryhl
• Retreat at the Bryhl
• Live Better. Live Well.

Products and services

• Independent Living Neighborhoods Maintenance-free apartment and home living for active seniors across four pet-friendly neighborhoods with more than 15 unique floor plans, including direct access to the Main Street Lifestyle Center and Cedar Valley Bike Trails.
• Glen Arbor Apartments Apartment living for seniors featuring great-room design, 10-foot ceilings, private outdoor living area, walk-in closets, and direct interior access to the Main Street Lifestyle Center.
• Glen Meadows Lofts Luxury loft apartments with heated underground parking, master bedroom, 130-square-foot private deck, contemporary interiors, scenic Dry Run Creek views, and direct access to the Cedar Valley Bike Trail.
• Park Ridge Ranches Arts and crafts-inspired ranch living with four floor plans, eat-in kitchens, private patio, yard and private garage options, located near the Cedar Falls Aquatic Center.
• Sena Rownd Apartments Apartments with classic brick exterior, oversized windows, gallery kitchen, wood accents, and views of Dry Run Creek and Cedar Valley Bike Trails.
• The Bryhl Assisted Living Assisted living service providing 42 spacious apartments with three floor plans (Studio, Alcove, One Bedroom), all-inclusive amenities including meals and housekeeping, and add-on service packages for medication management and personal care.
• Retreat at the Bryhl Post-surgery recovery service providing personalized assistance for temporary stays, including medication administration, nutritional consultation, wound management, and outpatient therapy.
• Skilled Nursing & Therapy Post-acute and rehabilitative care including nursing services, physical, occupational, and speech therapy, wound management, and Accelerated Care Plus Modalities to help residents recover and return home. Covered by Medicare Part A and private insurance.
• Memory Care House 20-bed specialized memory care unit opened in 2015 with 12 private rooms featuring full baths and 8 private rooms with shared baths, utilizing 'It's Never 2 Late' engagement technology to help residents maintain the highest level of cognitive functioning.
• Extended Care Round-the-clock nursing care offering intermediate and extended care areas with private and semi-private rooms, licensed staff, certified restorative aides, and coverage through private pay, Medicaid (Title XIX), CDAC, and other government-supported financing.
• Home Connections In-home care service providing supportive and personal care to older adults in their own homes, including bathing, companionship, daily living activities, dressing, errands, grocery shopping, housekeeping, laundry, meals, and transportation.
• Recreational Therapy Therapeutic recreation services including exercise groups, Brain Fitness, arts and crafts, music activities, and individualized plans created by Certified Therapeutic Recreation Specialists.
• Outpatient Therapy Outpatient physical and speech therapy services including sports injury rehab, fall prevention, neurological re-education, post-stroke rehab, and treatment for swallowing dysfunction.
• Events & Catering Event venue rentals and catering services for private events including weddings, baby showers, and business meetings, hosted across Water's Edge Library, Fireside Dining Room, Elm's Pub, The Revue performing arts center, City Park, and Good Shepherd Chapel.
• New Day Salon and Spa On-site salon and spa offering manicures, pedicures, hair styling services, and massage therapy for residents.
• Wellness Center 14,000-square-foot fitness facility offering Power U Program, wellness coaching, strength training, personal training, fitness classes, well-being seminars, and 24-hour access. Open to residents and community members.
• Transportation Services Transportation service for residents to medical appointments and shopping trips, available with 24-hour advance scheduling.

Quantifiable outcome

• 94% approval rate for patient and family team in outpatient therapy program
• +2 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and flagship.

• LeadingAge IowacoreStrategic or Co-development PartnerPartnership with LeadingAge Iowa to train caring staff in providing the highest quality care for memory care residents. Through this partnership, NewAldaya's team receives the most current information about Alzheimer's and dementia care best practices and meets stringent criteria for protecting and nurturing loved ones.
• UNI WrestlingflagshipStrategic or Co-development PartnerPartnership with University of Northern Iowa Wrestling to call attention to Alzheimer's and dementia through the 'Defeat Dementia' initiative honoring Keith Young, a three-time NCAA wrestling champion and state champion coach who lost his fight to Alzheimer's. The partnership supports fundraising for the Memory Care House naming opportunity and awareness for dementia care needs in Cedar Valley.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Acts Retirement-Life Communities: Non-profit operator of multiple continuing care retirement communities across the Mid-Atlantic and Southeast. Most directly comparable peer — same Life Plan Community / CCRC model, faith-rooted mission, full continuum from independent living through skilled nursing.
• Lutheran Senior Services: Non-profit, faith-based senior living organization operating Life Plan Communities predominantly across the Midwest. Shares Lutheran heritage, non-profit CCRC structure, and continuum-of-care model with NewAldaya.
• Presbyterian Homes & Services: Non-profit faith-based operator of senior living communities including CCRCs across the Midwest, Mid-Atlantic, and Southeast. Comparable across care continuum, non-profit mission, and large-campus amenity model.
• Christian Living Communities: Non-profit faith-rooted operator of senior living communities in the Midwest and Mountain West, including CCRC campuses. Similar mission-driven operating model and continuum of care.
• Heritage Operations Group: Family-owned/operated senior living provider with CCRC, assisted living, and memory care communities across the Midwest. Closest peer by size and regional geography to NewAldaya.

Broad incumbents

• Atria Senior Living: Large for-profit operator of senior living communities focused on independent living, assisted living, and memory care with strong amenity offerings. Comparable on amenity-led positioning and multi-state scale.
• Life Care Services (LCS): Largest manager of CCRCs / Life Plan Communities in the U.S., managing well over 100 communities. Highly relevant comparator for NewAldaya's CCRC operating model and IL/AL/SNF/MC mix; differs as a third-party management company rather than direct owner/operator.
• Brookdale Senior Living: Largest senior living operator in the U.S. with IL, AL, memory care, and home health across the country. Sets the competitive benchmark for scale, staffing, and pricing in senior living and serves overlapping resident populations.
• Sunrise Senior Living: Premium-segment senior living operator with assisted living, memory care, and skilled nursing communities in the U.S. Comparable on assisted living and memory care service lines and amenity-driven positioning.
• Five Star Senior Living: Senior living management and operating company running IL, AL, and memory care communities across the U.S. Comparable across service lines and resident demographics; relevant as a potential management partner or competitor benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NewAldayaLifescapes
• Xx.com/newaldaya
• LinkedInlinkedin.com/company/newaldaya-lifescapes

Revenue estimate

Valuation estimate

Number of profiles

Profiles29 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 NewAldaya Lifecapes