What Primacare Living Solutions does

Primacare Living Solutions is a privately held, family-owned long-term care (LTC) operator headquartered in Toronto, Ontario, with three LTC homes in London (Henley Place, 192 beds), St. Catharines (Henley House, 160 beds), and Brampton (Burton Manor, 128 beds), totaling approximately 480 beds. The company is controlled by the Melchior family, with Matthew J. Melchior serving as Founder and President and Randy J. Melchior as Chairman, and it traces its commitment to dementia care to the 2010 passing of family patriarch Albert Melchior from Alzheimer's Disease. Its core service offering is 24-hour nursing and personal care delivered through licensed Ontario LTC homes, with specialty programs in dementia and memory care delivered via the Butterfly Model of Care and The Albert Project, a virtual reality therapeutic initiative developed with CABHI, Western University, and Crosswater Digital Media using Broomx immersive projectors. All three homes hold CARF International accreditation and Best Practice Spotlight Organization (BPSO) pre-designate status, and the company operates an internal Aiming High Together quality improvement program with five pillars of excellence launched in 2012.

The business model is anchored by government-regulated accommodation and care funding set by the Ontario Ministry of Long-Term Care, with residents placed through the Ontario Health atHome central access pathway. Resident accommodation follows standardized provincial rates (private rooms and income-subsidized basic/shared rooms, billed monthly), supplemented by ancillary fee-for-service revenue (hairdressing, dental, optometry/audiology, foot care, mobility services, telephone/cable, newspaper delivery). A secondary revenue stream is the Quality Consulting Services unit, which provides third-party management, policy and quality systems, education and training, financial management, and planning/review to other LTC and retirement operators. Vertical integration is achieved through two adjacent operating subsidiaries, Ram-land Limited and Coram Construction Solutions Inc., covering seniors housing from concept and construction through operations and support services.

Go-to-market is primarily referral-driven: prospective residents access Primacare homes through Ontario Health atHome case managers, with the company's website serving as a top-of-funnel information channel alongside Facebook and X (Twitter). The company's differentiation rests on family-run operating culture, two Butterfly Model accredited dementia homes (a regional first), proprietary VR dementia therapy, and recognized quality credentials. The executive team is staffed by LTC industry veterans, including a CFO with 30+ years of finance experience orchestrating multi-million-dollar financing initiatives and assets in excess of $100M, a Chief Nursing Officer with 30+ years of clinical leadership, and a VP of Operations with 25 years in seniors' healthcare.

Name

Primacare Living Solutions

Legal name

Primacare Living Solutions

Website

https://primacareliving.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Primacare Living Solutions is a privately held, family-owned Ontario long-term care operator running three licensed homes (approximately 480 beds) in London, St. Catharines, and Brampton, specializing in 24-hour nursing and dementia care via the Butterfly Model and the Albert Project VR therapy initiative, with ancillary quality consulting for other LTC operators.

Ownership category

akta.pro rank

Product category

Long-Term Care Services

NAICS

Nursing Care Facilities (Skilled Nursing Facilities) (62311), Nursing and Residential Care Facilities (623)

SIC

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

akta.pro primary industry

Assisted Living with Memory Care (Mixed Campus) (HLADABAB)

akta.pro secondary industry

Dementia Personal Care (ADLs) Support (HSABAEAB)

Keywords

• Long-term care
• Senior living
• Dementia care
• Residential nursing care
• Quality consulting

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Long-Term Care Accommodation Fees: Government-regulated accommodation fees charged to residents for room and board in LTC homes. Rates are set by the Ontario Ministry of Long-Term Care and are consistent across all homes in the province. Basic (shared) accommodation may be subsidized based on income.
2. Quality Consulting Services: Consulting services provided to other LTC and retirement homes, including third-party management, policies and quality systems, education and training, financial management, and planning and review.
3. Additional Services Revenue: Additional chargeable services including hairdressing, dentist/denturist, optometrist/audiologist, mobility services, foot care, telephone, cablevision, and newspaper delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Primacare Living Solutions operates three long-term care (LTC) homes in Ontario (Henley Place in London, Henley House in St. Catharines, and Burton Manor in Brampton) providing 24-hour nursing care, specialized dementia care, and residential living for approximately 480 seniors. The company also provides third-party quality consulting, education, and management services to other LTC and retirement home operators in Canada.

Product overview

Primacare Living Solutions is a privately owned, family-run long-term care provider operating three LTC homes in Ontario: Henley Place (London, 192 beds), Henley House (St. Catharines, 160 beds), and Burton Manor (Brampton, 128 beds). Together with affiliates Ram-land Limited and Coram Construction Solutions Inc., the company provides seniors housing from concept through operations. The portfolio includes core LTC services (24-hour nursing care, dementia care, therapeutic programs), the Albert Project VR therapy initiative for dementia, the Butterfly Model of Care accreditation program, and Quality Consulting services for third-party LTC and retirement homes.

Differentiator

Problem solved

Functional benefit

Brands

• The Albert Project: A groundbreaking research project utilizing virtual reality (VR) as a therapeutic intervention for residents with moderate to severe dementia, named for Albert Melchior, patriarch of the founding family.
• Aiming High Together

Products and services

• Henley Place (Long-Term Care Home) Long-term care home in London, Ontario offering accommodations for up to 192 residents with private and basic rooms, specialized dementia care, and Butterfly Model of Care accreditation. Six neighbourhoods named after local London parks.
• Henley House (Long-Term Care Home) Long-term care home in St. Catharines, Ontario accommodating up to 160 residents with shared and private accommodations, Butterfly Model of Care accreditation, and on-site childcare centre. Six neighbourhoods named after local St. Catharines parks.
• Burton Manor (Long-Term Care Home) Long-term care home in Brampton, Ontario with accommodations for up to 128 residents across four neighborhoods named after local Brampton areas; ongoing Butterfly Model of Care accreditation process.
• Quality Consulting Services Third-party management and consulting services for long-term care and retirement homes, including policy and quality systems development, education and training, financial management, planning and review, and operational improvement.

Quantifiable outcome

• VR therapy study showed small but significant increase in sleep per night in VR group vs usual care group
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Global Ageing NetworkminorStrategic or Co-development Partner · 1 January 2019Presented Albert Project research findings at the Global Ageing Network conference held in Toronto in September 2019, showcasing Primacare's innovative dementia care approach to an international audience.
• Meaningful Care MatterscoreStrategic or Co-development Partner · 1 January 2019International organization (formerly Dementia Care Matters) that developed and licenses the Butterfly Model of Care. Provides training, accreditation, and ongoing support for Primacare's emotion-focused dementia care approach.
• Centre for Aging + Brain Health Innovation (CABHI)coreStrategic or Co-development Partner · 1 January 2018Research partnership for the Albert Project, investigating VR as a therapeutic intervention for dementia residents. CABHI provided funding and support for the groundbreaking research project that combines Primacare's care expertise with innovative technology solutions.
• Western University Health SciencescoreStrategic or Co-development Partner · 1 January 2018Academic research partner for the Albert Project. Western University provided research methodology expertise and clinical oversight for the VR therapy study involving dementia residents.
• Crosswater Digital MediacoreTechnology or Integration · 1 January 2018Technology partner for the Albert Project providing the Broomx VR projection system and 360-degree video content for immersive therapeutic experiences customized to residents' life histories.
• Ontario Ministry of Health & Long-Term CarecoreOthersProvincial government ministry that licenses and regulates LTC homes, sets accommodation rates, and provides funding through Ontario Health atHome for resident care.
• Ontario Health atHomecoreOthersGovernment health authority that manages LTC applications, wait lists, and coordinates placement of residents across Ontario's LTC homes.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Amica Senior Lifestyles: Canadian premium retirement living operator with growing Ontario exposure. Comparable for Ontario senior-living operations, though Amica's portfolio is retirement-focused rather than LTC-licensed.
• Responsive Health Management: Mid-sized Ontario LTC operator whose scale and Ontario-only footprint make it a close structural analogue to Primacare's three-home model. Relevant for direct head-to-head on Ontario bed licensing and Ontario Health atHome referrals.
• Chartwell Retirement Residences: Major Canadian operator of retirement residences and LTC homes with significant Ontario presence. Comparable for the LTC component and for senior-living operating economics, though Chartwell's portfolio is more weighted toward retirement living.
• Extendicare: Canadian LTC and retirement home operator with both owned homes and third-party management services. Highly comparable for operating model and rate-regulated Canadian environment, though larger and more geographically diversified than Primacare.
• Sienna Senior Living: One of the largest Ontario-focused LTC and retirement residence operators with a publicly disclosed portfolio and similar service mix (LTC, retirement, dementia care). Closely comparable for resident programs, accreditation posture, and exposure to Ontario rate regulation.
• Schlegel Villages: Ontario-based family-rooted LTC and retirement village operator with a comparable multi-site footprint focused on person-centred care. Most directly comparable to Primacare given the Ontario geographic concentration, similar bed counts, and overlapping emphasis on quality-of-life models.
• All Seniors Care: Privately held Canadian seniors housing and LTC operator with multiple Ontario homes. Comparable for multi-site Ontario LTC operations and the family-business operating context.
• Holland Christian Homes: Ontario LTC and retirement operator serving a specific regional footprint. Comparable for single-province Ontario LTC delivery, though smaller and more faith-community-rooted than Primacare.

Regional players

• AgeCare: Canadian LTC and seniors housing operator concentrated in Western Canada. Comparable for facility-based seniors care and regulatory exposure, though geographically distinct from Primacare's Ontario footprint.

Broad incumbents

• Revera: One of Canada's largest senior living and LTC providers with a broad national portfolio across retirement, LTC, and home health. Comparable as a sector incumbent but materially larger and more diversified than Primacare's three-home Ontario LTC platform.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/primacareliving
• Facebookfacebook.com/PrimacareLiving

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 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 Primacare Living Solutions