Greenwood House

What Greenwood House does

Greenwood House is a nonprofit, nonsectarian senior healthcare organization headquartered at 53 Walter Street in Ewing, New Jersey, operating continuously since 1939, when it opened as a Jewish nursing home. The organization delivers a full continuum of senior care services from a single campus, including skilled nursing, post-acute rehabilitation (orthopedic, stroke, and Parkinson's recovery programs plus physical, occupational, and speech therapy), assisted living at the Abrams Residence, memory care, home care and home health aide services, hospice care, respite care, and Kosher Meals on Wheels for homebound seniors.

The underlying care model is a person-centered wellness framework that addresses physical, cognitive, and social well-being, supported by life-enrichment programming (pet therapy, music, crafts, games, and entertainment) and an active volunteer and community engagement program. The Abrams Residence operates as a sub-brand under the Greenwood House umbrella, with its own application process and activities calendar.

Revenue is generated through recurring fee-for-service and monthly residency streams: Medicare, Medicaid, and private insurance reimbursements for skilled nursing, rehabilitation, and hospice; monthly assisted living fees at Abrams Residence; private or insured billing for home care; and philanthropic donations documented in the organization's annual report. The go-to-market motion is sales-led via direct admissions, family consultations with the Executive Director, applicant assessments, and bottom-of-funnel referrals from regional hospitals, physicians, and healthcare providers. The organization reports 251-500 employees and serves 130+ residents.

Name

Greenwood House

Legal name

Greenwood House

Website

https://greenwoodhouse.org

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

251–500 employees

Short description

Greenwood House is a nonprofit, nonsectarian senior healthcare organization in Ewing, New Jersey, founded in 1939, providing skilled nursing, rehabilitation, assisted living, memory care, home care, hospice, and Kosher Meals on Wheels to seniors and their families across a full care continuum.

Ownership category

akta.pro rank

Product category

Senior Healthcare Services

NAICS

Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

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

akta.pro primary industry

Large Campus / Multi-Building Assisted Living Communities (HLADABAG)

akta.pro secondary industries

General Assisted Living Facilities (HLADABAA), Memory Care Units within Assisted Living Communities (HLADACAB), Light Housekeeping & Home Upkeep (Non-Medical) (HSABAAAD), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior healthcare services
• Skilled nursing care
• Assisted living facilities
• Hospice care services
• Rehabilitation therapy services

Headquarters

HQ city

Trenton

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. Skilled Nursing and Rehabilitation Services: Revenue generated through Medicare, Medicaid, and private insurance reimbursements for skilled nursing care, rehabilitation services, and post-acute care.
2. Assisted Living (Abrams Residence): Monthly residency fees for assisted living accommodations and services at the Abrams Residence facility.
3. Home Care Services: Home healthcare and home health aide services billed to insurance or private pay.
4. Hospice Care: Hospice services covered through Medicare, Medicaid, and private insurance.
5. Kosher Meals on Wheels: Home-delivered meal services, likely subsidized through government programs and donations.
6. Philanthropy and Donations: The organization operates a giving/donation program to support operations and services, with a 2024 Annual Report documenting donor contributions.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Greenwood House is a nonprofit senior healthcare organization operating a full continuum of care for older adults, including skilled nursing, post-acute rehabilitation, assisted living at Abrams Residence, memory care, home care, hospice care, and Kosher Meals on Wheels. Services are delivered through a single campus in Ewing, NJ, supplemented by in-home care and home-delivered meals in the surrounding region.

Product overview

Greenwood House is a nonsectarian senior healthcare continuum offering a comprehensive range of services including Skilled Nursing, Rehabilitation Services, Memory Care, Home Care Services, Hospice Care, and Kosher Meals on Wheels. The organization operates the Abrams Residence as its assisted living sub-brand. Services are designed to create a true sense of community where patients, residents, and staff engage with one another, addressing physical, cognitive, and social well-being. Founded in 1939 as a Jewish nursing home, Greenwood House has evolved to provide total health and well-being services for seniors across the full continuum of care.

Differentiator

Problem solved

Functional benefit

Brands

• Abrams Residence: Assisted Living Residences operating under the Greenwood House umbrella

Products and services

• Skilled Nursing 24/7 skilled nursing care and long-term residential care for seniors requiring ongoing medical attention and post-acute nursing support.
• Rehabilitation Services Post-acute rehabilitation programs including orthopedic surgery recovery, stroke rehab, Parkinson's disease programs, and physical, occupational, and speech therapy for seniors recovering from illness, injury, or surgery.
• Assisted Living (Abrams Residence) Residential assisted living at the Abrams Residence facility providing assistance with daily activities, medication management, meals, social programs, and personal care while promoting independence.
• Memory Care Specialized care programs designed for residents with memory-related conditions, providing a safe and supportive environment for seniors with dementia, Alzheimer's disease, or cognitive decline.
• Home Care Services In-home personal care, home health aide services, companionship, and assistance with daily living activities enabling seniors to age in place.
• Hospice Care End-of-life care focused on comfort, dignity, pain management, and emotional/spiritual support for patients and their families, available both in-facility and at home.
• Kosher Meals on Wheels Home-delivered kosher meals program for homebound seniors, particularly in the Jewish community, providing nutritional support to those who cannot prepare their own meals.
• Respite Care Short-term care providing temporary relief for family caregivers, allowing them breaks while their loved ones receive quality care at the facility.

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Amedisys: National provider of home health and hospice services, directly comparable to Greenwood House's home care and hospice care service lines. Both rely heavily on Medicare reimbursement and operate in regional catchment areas.
• The Ensign Group: Operator of skilled nursing facilities and senior living communities across multiple states, with a strong post-acute rehabilitation focus. Comparable to Greenwood House's skilled nursing and rehabilitation services and Medicare/Medicaid reimbursement model.
• Genesis HealthCare: One of the largest U.S. skilled nursing and post-acute care providers, with rehabilitation and senior living services. Comparable to Greenwood House in skilled nursing, rehabilitation therapy, and assisted living service lines, though at national scale.
• Atria Senior Living: National assisted living and memory care provider with 200+ communities, similar in focus on assisted living and memory care to Greenwood House's Abrams Residence and memory care programs. Larger geographic footprint but comparable service philosophy around engagement and wellness.
• Five Star Senior Living: Operates independent living, assisted living, and memory care communities across the U.S., often through continuing care retirement communities. Directly comparable in service mix and resident population to Greenwood House's assisted living and skilled nursing continuum.
• National HealthCare Corporation: Operates skilled nursing facilities, assisted living, and home care programs primarily in the southeastern U.S. Directly comparable to Greenwood House in providing skilled nursing, assisted living, and home health/hospice services under one organization.
• Sunrise Senior Living: Assisted living and memory care operator with a strong emphasis on personalized, resident-centered care and engagement programming. Highly comparable to Greenwood House's person-centered wellness model and assisted living/memory care offering.
• Brookdale Senior Living: Largest U.S. senior living operator offering independent living, assisted living, memory care, and home care across hundreds of communities. Comparable to Greenwood House in delivering a multi-service continuum, but at vastly greater national scale and with private-pay concentration.

Regional players

• Princeton Care Center: Skilled nursing and rehabilitation facility serving the central New Jersey market, comparable to Greenwood House's skilled nursing and rehabilitation services in size, scope, and regional patient referral dynamics.
• Morris Hall / St. Lawrence Rehabilitation (Regional NJ continuum): Faith-based, nonprofit skilled nursing and assisted living provider in Lawrenceville, NJ (within miles of Greenwood House's Ewing campus), serving a comparable senior population in the Mercer County region with a similar continuum of care model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gwhousenj
• YouTubeyoutube.com/@GreenwoodHouseSeniorLivingNJ
• Facebookfacebook.com/GreenwoodHouseNJ?ref=br_rs#
• LinkedInlinkedin.com/company/greenwood-house-senior-healthcare
• Instagraminstagram.com/greenwoodhouseseniorhealthcare
• TikToktiktok.com/@greenwood.house?is_from_webapp=1&sender_device=pc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Greenwood House