Goodwin House

What Goodwin House does

Goodwin House Incorporated, doing business as Goodwin Living, is a Virginia-based non-profit organization founded in 1967 that operates an integrated senior living and healthcare platform serving adults 55 and older in Northern Virginia and Washington, D.C. The organization runs six senior living campuses — Goodwin House Alexandria, Goodwin House Bailey's Crossroads, Goodwin House Seminary Road, The View Alexandria, Forest Hills of D.C., and the Hermitage Northern Virginia community acquired from Pinnacle Living in 2022 — providing independent living, assisted living, memory care and skilled nursing under a Life Plan community model with on-site amenities including restaurants, art classes, fitness centers, heated pools, and spiritual and cultural programming.

Beyond the residential campuses, Goodwin Living Health extends the organization's clinical reach to adults 18 and up through Goodwin Home Health, Goodwin Hospice, Goodwin Rehabilitation, Goodwin Home Care, and the Goodwin Living At Home age-at-home program, while StrongerMemory provides a branded brain health and dementia training program. The Goodwin Living Foundation, established in 1989, underwrites the mission through philanthropy supporting resident assistance, hospice funding, clinical student loan repayment, tuition assistance and citizenship grants for staff. The organization is self-governed with a Board of Trustees and Leadership Team, has no parent company or investor-backed ownership, and operates regional field sales and direct outreach motions targeted at seniors and families across its service area.

Name

Goodwin House

Legal name

Goodwin House Incorporated

Website

https://goodwinhouse.org

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Goodwin Living is a Virginia-based non-profit operating six senior living campuses and integrated home health, hospice, rehabilitation, age-at-home and brain health programs for adults 55 and older in Northern Virginia and Washington, D.C.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Assisted Living Facilities for the Elderly (623312), Nursing Care Facilities (Skilled Nursing Facilities) (62311), Services for the Elderly and Persons with Disabilities (624120)

SIC

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

akta.pro primary industry

Memory Care Units within Assisted Living Communities (HLADACAB)

akta.pro secondary industries

Alzheimer’s Specialized Care (Mid/Late-Stage) (HSABAEAC), Behavioral Health & Cognitive Support Coordination (Dementia, Depression, SUD) (HSABAIAF)

Keywords

• Senior living services
• Home health care
• Hospice care
• Assisted living community
• Rehabilitation services

Headquarters

HQ city

Alexandria

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Senior Living Residential Services: Life Plan community residential services offering housing, care, and amenities for adults 55+ at multiple senior living campuses
2. Healthcare Services: Home health, hospice, rehabilitation and home care services for adults 18 and up
3. Age-at-Home Program: Innovative age-at-home program allowing seniors to receive care outside traditional senior living campuses
4. Goodwin Living Foundation: Philanthropic foundation supporting residents, colleagues and families through programs including clinical student loan repayment, tuition assistance, citizenship grants, resident support fund, and hospice fund

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Goodwin House, operating as Goodwin Living, runs senior living communities (Life Plan / independent living, assisted living, memory care, skilled nursing) across five campuses in Northern Virginia and Washington D.C., and offers integrated healthcare services including home health, hospice, rehabilitation, home care, and brain health programs for adults 55+ and healthcare services for adults 18 and up. The organization is supported by the Goodwin Living Foundation, which funds resident and staff assistance programs.

Product overview

Goodwin Living is a unified senior living and healthcare services organization operating a platform of six senior living campuses (Goodwin House Alexandria, Goodwin House Bailey's Crossroads, Goodwin House Seminary Road, The View Alexandria, Forest Hills of D.C., and Hermitage Northern Virginia) alongside a comprehensive health services division offering hospice, home health, rehabilitation, home care, and age-at-home programs. The portfolio includes Goodwin Living Health as the umbrella healthcare brand and StrongerMemory as a brain health initiative. The Goodwin Living Foundation provides philanthropic support through various assistance programs. Together, these offerings address every stage of the aging journey for adults 55 and up in Northern Virginia and Washington, D.C.

Differentiator

Problem solved

Functional benefit

Products and services

• Goodwin House Alexandria A Life Plan senior living community offering housing, dining, art classes, fitness centers, and state-of-the-art heated pools for older adults in Alexandria, Virginia.
• Goodwin House Bailey's Crossroads A senior living campus providing comprehensive care and amenities including fitness and wellness centers, dieticians, and cultural programs for older adults in Bailey's Crossroads, Virginia.
• Goodwin House Seminary Road A senior living campus with sales center now open, offering lifestyle amenities and care services for older adults in Alexandria, Virginia.
• The View Alexandria A senior living campus offering senior living services and community amenities for older adults in Alexandria, Virginia.
• Forest Hills of D.C. A senior living campus serving older adults in the Washington, D.C. area.
• Goodwin Living Health Comprehensive healthcare brand offering personalized support and compassionate care beyond the senior living campuses for adults 18 and up.
• Goodwin Hospice Specialized, compassionate hospice care for individuals at end-of-life stages.
• Goodwin Home Health Home-based health care services allowing individuals to receive clinical care in their own homes.
• Goodwin Rehabilitation Therapy and rehabilitation services supporting recovery and wellness for adults.
• Goodwin Living At Home An innovative age-at-home program enabling older adults to age in place while receiving necessary support services outside a traditional senior living campus.
• Goodwin Home Care Personalized home care services for individuals needing assistance with daily activities.
• StrongerMemory Brain health and cognitive wellness program designed to support memory and mental acuity for older adults.
• Goodwin Living Foundation Philanthropic foundation, established in 1989, supporting residents, colleagues, and their families through clinical student loan repayment, tuition assistance, citizenship grants, resident support fund, and hospice fund.

Quantifiable outcome

• Five senior living campuses serving Northern Virginia and Washington D.C. communities
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Pinnacle LivingmajorStrategic or Co-development Partner · 18 May 2022Goodwin House Inc. acquired Hermitage Northern Virginia senior living community from Pinnacle Living. The transaction was expected to complete by August 1, 2022. The community serves 100 residents and employs over 100 staff members. This acquisition marked Goodwin House's third senior community in Northern Virginia.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Amedisys: Major U.S. home health and hospice provider. Comparable to Goodwin Living's Goodwin Home Health and Goodwin Hospice service lines in clinical home-based care delivery, although Amedisys is a focused national home health specialist rather than an integrated campus operator.
• Encompass Health: Largest U.S. provider of inpatient rehabilitation services. Comparable to Goodwin Rehabilitation on therapy/rehabilitation delivery, though Encompass operates as a specialized national rehabilitation platform rather than an embedded service line within a senior living operator.

Direct peers

• Asbury Communities: Nonprofit operator of continuing care retirement communities serving older adults across the Mid-Atlantic. Closely comparable mission-driven nonprofit structure, CCRC service model, and geographic proximity to Goodwin Living's Northern Virginia footprint.
• Five Star Senior Living: Operates independent living, assisted living, and memory care communities across multiple U.S. states. Closely comparable in service mix, scale, and target demographic to Goodwin Living's multi-campus model.
• Atria Senior Living: National assisted living and memory care operator with a multi-campus footprint and similar focus on premium service offerings, dining, and resident programming. Directly comparable on product category, customer segment, and amenity-driven differentiation strategy.
• Erickson Senior Living: Operates large-scale continuing care retirement communities (CCRCs) primarily on the East Coast with integrated independent living, assisted living, memory care, and skilled nursing. Closely aligned with Goodwin Living's Life Plan community structure and continuum-of-care model.
• Sunrise Senior Living: One of the largest U.S. operators of assisted living and memory care communities with a comparable multi-campus model and similar resident demographic. Directly comparable on service mix (independent living, assisted living, memory care) and target customer profile of older adults seeking premium senior living.
• Brookdale Senior Living: Largest U.S. senior living operator, providing independent living, assisted living, memory care, and continuing care retirement communities. Highly comparable business model with multi-campus geographic concentration and similar resident service offerings.
• Pinnacle Living: Virginia-based nonprofit senior living operator from which Goodwin Living acquired Hermitage Northern Virginia in 2022. Directly comparable as a regional nonprofit CCRC and senior living provider in the same Mid-Atlantic market.

Broad incumbents

• Genesis HealthCare: Large U.S. skilled nursing and senior living operator offering a broader portfolio that includes nursing facilities, assisted living, and rehabilitation services. Comparable on the skilled nursing and rehabilitation components of Goodwin Living's service mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goodwin House