Cedarbrook Senior Living

What Cedarbrook Senior Living does

Cedarbrook Senior Living is a privately held, for-profit senior living operator founded in 2007 by Michael J. Damone and Robert Mercer, headquartered in Troy, Michigan. The company provides a full continuum of senior care services, including Independent Living, Assisted Living, Memory Care (delivered through its proprietary Affirmations program for Alzheimer's and dementia), Nursing Care, and Respite Care, across three owned-and-operated communities in southeast Michigan: Cedarbrook of Bloomfield Hills (opened December 2015, 142 apartments, 200,000 SF), Cedarbrook of Northville (opened July 2017, 201 units including 19 cottages, 223,107 SF), and Cedarbrook of Rochester (opened October 2019, 151 units, 193,037 SF). Service delivery relies on conventional healthcare IT, including emergency response systems and electronic medical records, supplemented by an in-house culinary program with locally sourced ingredients and a research-backed programming layer through partnerships with Wayne State University's Institute of Gerontology and the University of Michigan's Institute of Gerontology.

The company's business model is a recurring monthly subscription across all care levels, with pricing quoted individually per resident based on care needs and living arrangement rather than publicly disclosed. Go-to-market is direct-to-consumer within the Detroit metropolitan area, driven by SEO-optimized community landing pages, phone-based inquiry capture, on-site tours, family-facing educational content, and resident testimonials. Distribution is fully direct, with no intermediaries or third-party channels; sales are handled in-house from the Troy, MI corporate office and at each community. The company targets five primary resident segments: active seniors seeking maintenance-free independent living, seniors requiring assisted living support, seniors with Alzheimer's or dementia, seniors requiring long-term nursing or hospice care, and caregiver families seeking respite stays. Residents can transition across care levels without changing communities, which functions as the central retention mechanism.

Cedarbrook has executed a focused regional strategy: it acquired two western US properties early in its history under the Cranbrook Senior Living name (Tustin, CA and Greenwood Village, CO), divested both (Colorado in Q1 2013, California in September 2014), rebranded to Cedarbrook Senior Living in 2013, and has since concentrated all development on southeast Michigan. The company is founder-controlled, with no disclosed external private equity or venture capital backing, no subsidiaries, no M&A activity in its current chapter, and no public listing. Leadership comprises President Michael J. Damone, COO and co-founder Robert Mercer, CFO Christian Petersen (who also serves Aileron Holdings), and SVP of Operations and Partner Erin Ottenbreit.

Name

Cedarbrook Senior Living

Legal name

Cedarbrook Senior Living

Website

https://cedarbrookseniorliving.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

Cedarbrook Senior Living is a privately held Michigan-based operator of three upscale senior living communities offering independent living, assisted living, memory care, nursing care, and respite care to seniors and their families in the Detroit metropolitan area.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Continuing Care Retirement Communities (623311), Assisted Living Facilities for the Elderly (623312), Nursing and Residential Care Facilities (623), Services for the Elderly and Persons with Disabilities (624120)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Active Adult (55+) Independent Living Communities (HLADAAAD), Senior Living Property Management (BPAJAGAI), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior living services
• Assisted living care
• Memory care programs
• Independent living communities
• Nursing care facilities

Headquarters

HQ city

Troy

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Senior Living Residency Fees: Monthly fees for senior living accommodations including independent living, assisted living, memory care, nursing care, and respite care. Pricing varies by care level and living option, with the company noting that 'living in luxury is more affordable than you think.'

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Cedarbrook Senior Living operates three upscale senior living communities in southeast Michigan (Bloomfield Hills, Northville, and Rochester) offering a continuum of care that includes independent living, assisted living, memory care, nursing care, and respite care. The company charges monthly residency fees and enables residents to transition between care levels without changing communities.

Product overview

Cedarbrook Senior Living is a senior living community provider operating three distinct communities in Michigan: Cedarbrook of Bloomfield Hills, Cedarbrook of Northville, and Cedarbrook of Rochester. The company offers a continuum of care model enabling residents to transition seamlessly between care levels: Independent Living for active seniors, Assisted Living with daily activity support, Memory Care (Affirmations Program) for Alzheimer's and dementia care, Respite Care for short-term stays, and Nursing Care for long-term medical needs. The three communities range from 151 to 201 units with various apartment styles including cottages. The company was founded in 2007 and has been involved in developing over 120 senior living communities.

Differentiator

Problem solved

Functional benefit

Products and services

• Independent Living A program for active seniors offering freedom and flexibility with senior living community amenities in apartments and cottages, including dining, laundry services, and housekeeping for a maintenance-free lifestyle.
• Assisted Living Support for seniors needing help with daily living activities including medication management, continence, ambulation, dressing, eating, and housekeeping in a safe and secure environment with licensed nurses available 24/7.
• Memory Care (Affirmations Program) Specialized programming for individuals with Alzheimer's, dementia, and other memory loss conditions. Affirmations programming is designed with the whole resident in mind including mind, body, and spirit enrichment activities, advanced safety features, and 24/7 support.
• Respite Care

Quantifiable outcome

• Residents receive care without moving to a new community due to seamless continuum of care model
• +1 more outcomes

Named customers4 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

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Wayne State University, Institute of GerontologycoreStrategic or Co-development PartnerCedarbrook Senior Living partners with Wayne State University's Institute of Gerontology to provide ongoing learning programs for residents, families, and the local community. This partnership enables Cedarbrook to deliver research-backed care approaches and educational programming, positioning the company as evidence-based in its senior living practices.
• University of Michigan, Institute of GerontologycoreStrategic or Co-development PartnerCedarbrook partners with the University of Michigan's Institute of Gerontology to provide the most effective, research-backed care possible for residents. The partnership provides access to the latest research on Alzheimer's and dementia, resources for seniors and caregivers, and educational opportunities.
• Elderlife Financial ServicesminorGTM or Marketing PartnerElderlife Financial Services provides financial solutions and resources for seniors and families on how to pay for senior living, including lines of credit to help finance senior living costs during home sales, VA benefit waits, or to supplement monthly rent.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• StoryPoint Group: Midwest-focused senior living operator with a continuum-of-care model and upscale communities across Michigan, Ohio, Indiana and Illinois. Directly comparable to Cedarbrook in geographic footprint, target demographic (private-pay, suburban), and product mix (IL/AL/MC).
• Atria Senior Living: Large national senior living operator with premium urban and suburban communities offering independent living, assisted living, and memory care. Directly comparable in care-level mix, premium positioning, and resident programming philosophy.
• Sunrise Senior Living: Premium national senior living operator specializing in assisted living and memory care with a strong brand and continuum-of-care positioning. Comparable to Cedarbrook in upscale service model and emphasis on personalized resident experience.
• Kisco Senior Living: Operator of upscale, continuum-of-care senior living communities with a hospitality-driven service model. Comparable to Cedarbrook in premium positioning, mid-sized portfolio, and emphasis on lifestyle programming alongside clinical care.
• Senior Lifestyle: Mid-size senior living operator with independent living, assisted living, and memory care communities concentrated in the Midwest. Directly comparable in regional focus, continuum-of-care model, and private-pay positioning.
• The Arbor Company: Operator of senior living communities offering independent living, assisted living, and memory care across the eastern and central U.S. Comparable in mid-sized regional structure, continuum-of-care offerings, and emphasis on lifestyle-focused senior housing.

Broad incumbents

• Brookdale Senior Living: Largest U.S. senior living operator with hundreds of communities spanning independent living, assisted living, memory care, and skilled nursing. A broader incumbent providing the same care continuum at scale, though with a wider and less premium-focused portfolio than Cedarbrook.

Regional players

• American House Senior Living: Michigan-headquartered senior living operator with multiple communities across the Detroit metro and broader state. Most directly comparable regional peer — same geography, similar premium suburban positioning, and overlapping resident base with Cedarbrook.
• Waltonwood Senior Living (Singh): Michigan-based operator of upscale senior living communities (IL, AL, MC) within the Singh development network. Comparable regional peer with similar affluent-submarket product and care continuum in southeast Michigan.

Emerging players

• Sonata Senior Living: Boutique senior living operator offering assisted living and memory care in select markets with a strong hospitality-driven model. Comparable in mid-size premium positioning and personalized programming approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Cedarbrook Senior Living