One Fell Swoop

What One Fell Swoop does

One Fell Swoop is a privately-held Australian specialist consultancy serving the seniors' living sector through five integrated service lines: Research & Advisory, Design & Development, Marketing, Sales, and Operations. The firm partners with developers and operators of retirement villages, land lease communities, assisted living, and aged care facilities — from project conception through to full occupancy and ongoing community management. Founded in 2012 and structured as One Fell Swoop Partnership Pty Ltd, the company operates from its headquarters in South Yarra, Melbourne, and a secondary office in Surry Hills, Sydney, with a team of 11-50 employees that includes 12 fully licensed sales agents and three named partners: Christopher Rooke (Managing Partner), Paul McDowall (Partner & Corporate Services Director), and Stuart Nicolson (Partner, Operations).

The company's core technology stack centers on a customized Salesforce-based CRM used to manage off-the-plan sales, completed project sales, and resales, complemented by its proprietary OFS Pulse 65+ quantitative research program that surveys 1,600 senior Australians annually (400 quarterly) to capture consumer views, behaviors and attitudes. Service delivery is direct-to-enterprise: sales agents are deployed to client display suites and can operate under either client branding or OFS branding. The firm supplements its core consulting services with an annual International Study Tours (IST) program taking industry participants to global seniors' living markets — USA in 2025 and New Zealand in 2026.

Revenue is generated through a mix of professional services fees (Research & Advisory, Design & Development, Marketing, Operations) and commission-based sales remuneration aligned with client sell-through outcomes. The firm has developed, marketed, and sold seniors' living communities worth over $8 billion cumulatively, with a current active sales pipeline covering approximately 1,300 residences valued at $1.2 billion. Its customer base spans over 40 organizations across enterprise for-profit operators (Aveo, Keyton, Australian Unity, Buxton) and nonprofit/faith-based providers (Bolton Clarke, VMCH, Baptcare, Calvary, BASScare, AdventCare, RSL LifeCare), with several 10-year-plus client relationships.

Name

One Fell Swoop

Legal name

One Fell Swoop Partnership Pty Ltd

Website

https://onefellswoop.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

One Fell Swoop is an Australian specialist consultancy providing integrated Research & Advisory, Design & Development, Marketing, Sales, and Operations services exclusively to developers and operators of retirement, land lease, and aged care communities.

Ownership category

akta.pro rank

Product category

Senior Living Consultancy

NAICS

Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

In-Home Safety & Fall-Risk Assessment Services (HSABAJAA)

akta.pro secondary industry

Moving, Downsizing & Estate Organizing (HSAFAKAG)

Keywords

• Seniors living advisory
• Retirement marketing services
• Aged care consultancy
• Retirement village sales
• Senior living research

Headquarters

HQ city

South Yarra

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Research & Advisory: Consulting services providing market assessment, financial modelling, and strategic advisory for seniors' living developments
2. Professional Services - Design & Development: Design and development advisory including service design, operating models, pricing, accommodation design, and service/support design
3. Marketing Services: Marketing and advertising services for seniors' living communities including campaign development, brand refresh, and rebrand programs
4. Sales Services - Commission Based: Sales services with commission-based remuneration structure. Interests aligned with client outcomes. Includes off-the-plan sales, completed project sales, resales, refurbishment and project management services, pricing and vendor liaison.
5. Operations Management: Full-service management for new and existing communities including operational setup, seamless resident journey, financial expertise, staff empowerment, contractor management, compliance assurance and asset management

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

One Fell Swoop is an Australian specialist services firm that helps developers, operators, and investors in the seniors' living sector across research and advisory, design and development, marketing, sales, and operations. The firm offers an integrated end-to-end service suite supported by proprietary consumer research (OFS Pulse 65+) and international study tours (IST).

Product overview

One Fell Swoop is a specialist provider of integrated services to the Australian seniors' living sector. Their service offering spans five core areas: Research & Advisory, Design & Development, Marketing, Sales, and Operations. The company also offers proprietary research through OFS Pulse 65+ and International Study Tours as value-added programs. The five core services work together as a complete service suite, enabling clients to develop, market, and sell seniors' living communities from project conception through to full occupancy and ongoing operations.

Differentiator

Problem solved

Functional benefit

Brands

• OFS Pulse 65+: Proprietary quantitative research program that captures the views, behaviours and attitudes of senior Australians.
• IST (International Study Tour)

Products and services

• OFS Pulse 65+ Proprietary consumer research and insights product providing data and trends on the 65+ demographic in Australia, supporting strategic decisions for seniors' living developers and operators.
• International Study Tours (IST) Structured international study tours exposing Australian seniors' living clients to global best practice in retirement and aged care communities, design, operations, and sales.
• Research & Advisory Strategic research and advisory engagements covering feasibility, market sizing, consumer insights, and operator strategy for retirement living developers and operators.
• Design & Development Advisory Advisory services supporting the design, development, and product positioning of retirement living communities, including amenity programming and customer experience design.
• Marketing Services Specialist marketing services for seniors' living operators, including brand, campaign creative, digital, and lead generation activities targeted at the 65+ cohort and their families.
• Sales Services Sales services for retirement villages, including on-site sales representation, sales process design, and commission-based sales support.
• Operations Services Operational support for seniors' living communities covering onboarding, resident experience, and ongoing village operations.

Named customers14 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered minor and core.

• Downsizing.com.auminorGTM or Marketing PartnerCo-hosted New Zealand study tour with Downsizing.com.au, combining industry expertise with downsizing platform audience. Amanda Graham (CEO), Bernie Holz, and Matt Cernoch from Downsizing co-hosted the 7-day tour featuring senior living communities.
• Marchese PartnersminorStrategic or Co-development PartnerArchitectural firm Marchese Partners co-hosted IST24 (seventh International Study Tour to UK and Italy) with Stewart Dean representing the firm. Collaboration on study tour content and industry knowledge sharing.
• Property Council of AustraliacoreOthersMember organization of Retirement Living Council. OFS speaks at PCA events, sponsors awards, and participates in industry advocacy. OFS sponsors the Best Community Development Award at National Retirement Living Summit.
• Ageing AustraliacoreOthersPeak industry body member. OFS participates in industry advocacy and events organized by Ageing Australia.
• Retirement Villages Association of New Zealand (RVA NZ)minorOthersNZ industry body member. OFS conducts International Study Tours to New Zealand and collaborates with NZ operators.
• ARCO (Association of Retirement Community Operators)minorOthersUK industry body member. OFS conducts International Study Tours to UK. Michael Voges (Chief Executive of ARCO) presented at IST24.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stable Research: Australian property market research firm providing feasibility, market assessment and residential research. Comparable in delivering research and advisory services to property developers and operators, overlapping with OFS's Research & Advisory service line.
• McCrindle: Australian demographic and social research firm that produces insights on Australian social trends including aging populations. Directly comparable as an Australian-headquartered research consultancy serving similar enterprise clients with proprietary demographic data products.

Emerging players

• Hall & Partners: Global brand and communications research consultancy operating in Australia with focus on brand tracking, communications effectiveness and customer insights. Comparable as a research-led consultancy that could serve similar enterprise insights mandates as OFS's OFS Pulse 65+ research.

Broad incumbents

• Colliers Australia: Global real estate services and investment firm operating in Australia across valuation, advisory and project services. Comparable as a broad incumbent with overlapping real estate advisory and capital markets capability for retirement living developers.
• Ogilvy Australia: Global advertising and marketing network with a substantial Australian presence across brand strategy, advertising and customer engagement. Comparable as a broad incumbent with deep resources to compete for enterprise seniors' living marketing and rebrand programs (e.g., the Aeralife rebrand).
• JLL Australia: Global real estate services firm with Australian residential and living-sector advisory capabilities. Comparable as a broad incumbent offering overlapping advisory and asset management services to seniors' living and retirement village operators.
• Knight Frank Australia: Global real estate advisory firm with an active retirement living and seniors' living practice in Australia. Comparable as a broader-scale advisor offering property marketing, sales advisory and research services to retirement living developers, though as part of a much wider portfolio.
• Thinkerbell: Australian creative and marketing agency with measured communications capability across property, FMCG and services brands. Comparable as an established Australian creative peer that could compete for integrated seniors' living marketing mandates.
• CBRE Australia: Global real estate services firm with Australian operations covering valuation, advisory, and capital markets for residential and seniors' living assets. Comparable as a broad incumbent offering overlapping advisory and sales-related capabilities to seniors' living operators.
• BMF Advertising: One of Australia's largest independent creative/advertising agencies with deep property and lifestyle sector experience. Comparable as a broad incumbent that could compete for the same seniors' living marketing and branding briefs as OFS's Marketing service line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/one-fell-swoop-limited
• Instagraminstagram.com/one_fell_swoop

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 One Fell Swoop