Mayflower

What Mayflower does

Mayflower is a not-for-profit, non-denominational aged care organisation founded in 1960 and headquartered in Brighton East, Melbourne, Australia (ACN 004 507 644). The organisation operates three residential aged care homes—Mayflower Brighton, Mayflower Reservoir, and Mayflower Edith Bendall in Pascoe Vale—alongside retirement living communities and home care services. Mayflower serves older Australians across Melbourne who require 24/7 residential care, specialised dementia care in secure memory support units, palliative care, respite care, independent retirement living, and in-home support. The target segments are persona-based and vertically segmented across Residential Aged Care, Retirement Living, and Home Care pathways, with revenue flowing through government-subsidised aged care fees, retirement living entry contributions and monthly service fees, pay-as-you-use home care, and tax-deductible donations and bequests.

Mayflower's core product surface includes residential aged care (including dementia-specific care, palliative care, and respite), retirement living apartments across three sub-brands (Rodda Dixon Terraces, Henshall Close, Norman Place), home care services, and ancillary amenities such as Café Vibe, the Jennifer Cook Movie Theatre, a gift shop, and a community mini bus. Dementia-specific design innovations include the Tovertafel interactive games table and personalised door skin wayfinding systems at the Murray House memory support unit, funded by a AUD $1 million grant from the Australian Department of Health and Ageing and validated by University of Wollongong research. The technology stack relies on specialised rather than proprietary platforms; integration includes emergency call systems, electronic care records (standard sector practice), and interactive hardware from third-party vendors.

The business model is a hybrid of regulated healthcare services and a retirement living real estate component. Residential aged care fees are government-regulated, retirement living involves one-time entry contributions of AUD $475,000 to AUD $950,000 plus monthly service fees of AUD $818.85 (CPI-indexed) and deferred management fees capped at 30% over 9 years, while home care operates on a usage-based pay-as-you-use basis. The go-to-market is direct-to-consumer through the Mayflower website, phone enquiries, in-person facility visits, and the Australian Aged Care Assessment pathway. Charitable donations and bequests are an explicit supplementary revenue stream, funding capital improvements beyond government subsidies, with all donations directed to enhancing resident life.

Name

Mayflower

Legal name

Mayflower Brighton ACN 004 507 644

Website

https://mayflower.org.au

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Mayflower is a not-for-profit aged care organisation founded in 1960 that operates three residential homes, retirement living apartments, and home care services for older Australians across Melbourne, specialising in dementia care, palliative care, and integrated senior living communities.

Ownership category

akta.pro rank

Product category

Residential Aged Care

NAICS

Assisted Living Facilities for the Elderly (623312), 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), Other Residential Care Facilities (62399)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Memory Care Units within Assisted Living Communities (HLADACAB), Memory Care Respite (Short-Term) (HSABAEAD), In-Home Dementia Care Services (Specialized Personal Care) (HLADACAI), Dementia/Alzheimer’s Respite Care (Specialized) (HLADAKAG)

Keywords

• Residential aged care
• Retirement living
• Home care services
• Dementia care
• Palliative care

Headquarters

HQ city

Brighton East

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Residential Aged Care Fees: Government-regulated fees for 24/7 residential aged care services including accommodation, personalized care, dementia-specific care with secure memory support units, and palliative care.
2. Retirement Living Entry Contributions and Service Fees: One-time Entry Contributions (Lease Premiums) for independent living units ranging from $475,000 to $950,000, plus monthly service fees ($818.85 per calendar month) covering property maintenance, communal areas, and gardens. Deferred management fees apply upon exit (maximum 30% over 9 years).
3. Home Care Services: Flexible home care services allowing residents to enjoy independent living with assistance as needed, including cleaning, laundry, transport, and personal care, with pay-as-you-use pricing.
4. Donations and Fundraising: As a not-for-profit charitable organization, Mayflower relies on donations from the community. All money raised is directed to enhancing residents' lives through equipment purchases, staff education, lifestyle activities, and capital improvements. Donations are tax deductible.
5. Bequests: Legacy gifts from former residents and supporters, such as the generous bequest from Jenny Cook that funded the Jennifer Cook Movie Theatre, providing significant capital for community enhancements.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Mayflower provides 24/7 residential aged care, independent retirement living, and in-home care services for older Australians across three Melbourne locations. Its residential offering includes specialized dementia care in secure memory support units, palliative care, and respite care, while retirement living encompasses one, two, and three-bedroom apartments with monthly service fees. Home care is offered on a flexible, pay-as-you-use basis covering personal care, cleaning, transport, and laundry.

Product overview

Mayflower is a not-for-profit, non-denominational aged care organization providing a comprehensive portfolio of services for older Australians across Melbourne. The core offerings include Residential Aged Care (with specialized Dementia Care and Palliative Care), Retirement Living (independent living units in 1, 2, and 3-bedroom configurations at Brighton), and Home Care Services. Key retirement living products include Rodda Dixon Terraces (one-bedroom), Henshall Close (premium units from $950,000), and Norman Place. The organization operates three locations: Mayflower Brighton, Mayflower Reservoir, and Mayflower Edith Bendall (Pascoe Vale). Supporting amenities include Café Vibe, Gift Shop, Jennifer Cook Movie Theatre, and community mini bus transport. Mayflower also publishes the quarterly Grapevine newsletter and utilizes innovative technology including Tovertafel interactive games tables for dementia care and personalized door skins for wayfinding.

Differentiator

Problem solved

Functional benefit

Brands

• Rodda Dixon Terraces: One-bedroom retirement living apartments at Mayflower Brighton
• Henshall Close
• Norman Place
• Café Vibe
• Grapevine
• Murray House

Products and services

• Aged Care Services Holistic 24/7 residential aged care for older Australians who can no longer live independently, including nursing care, specialized dementia care in secure memory support units, palliative care, and respite care, delivered across Mayflower Brighton, Reservoir, and Edith Bendall (Pascoe Vale).
• Retirement Living Independent living units (1, 2, and 3-bedroom apartments) at Mayflower Brighton offering a relaxed, secure lifestyle with access to communal amenities and priority access to on-site aged care. Rodda Dixon Terraces (1-bedroom from $475,000), Norman Place (from $875,000), and Henshall Close (premium units from $950,000) are subject to monthly service fees of $818.85 (CPI-indexed) and a deferred management fee of up to 30% over 9 years.
• Home Care Services Flexible in-home care services allowing older Australians to remain independent, ranging from cleaning, laundry, and transport to higher levels of personal care. Delivered to retirement living residents and the broader community on a pay-as-you-use pricing model.
• Respite Care Temporary residential care providing relief for primary caregivers, allowing seniors to receive quality care on a short-term basis within Mayflower's aged care homes.
• Dementia Care Specialized dementia-specific aged care in secure memory support units designed for residents with advanced dementia care needs, featuring evidence-based wayfinding aids and personalized environments (including the Tovertafel interactive games table and personalized door skin graphics).
• Palliative Care End-of-life care services providing compassionate support for residents in their final stages of life, delivered within Mayflower's residential aged care homes.

Quantifiable outcome

• 12,000+ hours of home care provided last year
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Toyota AustraliaminorOthers · 1 May 2025Toyota Australia donated or provided a new mini bus for Mayflower Brighton. The vehicle was funded through the Golden Wheels: Driving Support for the Mayflower Community fundraising campaign, which raised over $90,000 in six months. The mini bus enables regular outings, shopping trips, and scenic drives for retirement living and aged care residents.
• Molly Dene BakehouseminorGTM or Marketing Partner · 1 May 2025Local bakery that donated goods and services to Mayflower's Christmas raffle, contributing to the Golden Wheels fundraising campaign that raised over $90,000 for a new mini bus.
• Waterfront Brighton RestaurantminorGTM or Marketing Partner · 1 May 2025Local restaurant that donated goods and services to Mayflower's Christmas raffle, supporting the Golden Wheels fundraising campaign for the new mini bus.
• Department of Health and AgeingcoreOthers · 1 January 2024Government department awarded Mayflower Reservoir a $1 million grant for innovative aged care projects. Funds allocated across multiple initiatives including personalized door decals for memory support unit, Tovertafel interactive games table, and other improvements to enrich residents' lives considering diverse cultural backgrounds and abilities.
• W.D. Rose FuneralsminorGTM or Marketing Partner · 1 January 2024Funeral service provider that gifted visits from magnificent draft horses to Mayflower Brighton residents, bringing joy through animal interaction in the sensory courtyard.
• St Finbar's SchoolminorStrategic or Co-development Partner · 1 January 2024St Finbar's students participate in a biography project with Mayflower residents, creating intergenerational connections through storytelling and honoring residents' life journeys.
• University of WollongongminorStrategic or Co-development Partner · 1 January 2024Research partnership providing evidence base for Mayflower's door skin innovation. University of Wollongong NSW supplied research journal titled 'Graphic Designed Bedroom Doors to Support Dementia Wandering in Residential Care Homes: Innovative Practice' supporting the effectiveness of graphic-designed door skins for wayfinding and dementia care.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• RSL LifeCare: Australian NFP providing retirement living, residential aged care, and home care primarily in NSW and ACT. Comparable as a community-based NFP with a similar integrated care offering and donor/bequest funding model.
• Bolton Clarke: Australian NFP (formerly RSL Care + RDNS) providing retirement living, residential aged care, and home care services nationally. Comparable NFP mission, service portfolio, and integrated care model.
• Uniting (Uniting NSW.ACT): Major Australian NFP providing residential aged care, retirement living, and home care across NSW and ACT. Comparable as a community-based NFP with a similar integrated continuum-of-care model and dementia specialization.
• Catholic Healthcare: Australian NFP aged care and retirement living provider offering residential care, independent living, and home care. Directly comparable mission-driven model and service portfolio to Mayflower.
• BaptistCare: Large Australian not-for-profit aged care and retirement living provider operating across multiple states. Directly comparable as a faith-inspired community NFP delivering residential aged care, retirement living, and home care to seniors.

Broad incumbents

• Aveo Group: Large Australian retirement living operator with independent living, serviced apartments, and residential aged care communities. Comparable in retirement living inventory and entry contribution pricing model, but operates nationally.
• Estia Health: Large publicly listed Australian residential aged care operator with homes across multiple states. Comparable in residential aged care core service but operates nationally and at greater scale than Mayflower.
• Opal HealthCare: Major Australian residential aged care provider with 80+ homes nationally. Comparable in residential care services, dementia specialization, and home care, but operates at significantly greater scale.
• Regis Healthcare: One of Australia's largest residential aged care operators with a national multi-site footprint. Comparable in core residential aged care offering but operates at much greater scale and as a publicly listed for-profit.
• Calvary Health Care: Large Australian NFP health and aged care provider including residential aged care and retirement living. Comparable NFP operating model and dementia/palliative care offerings at greater scale and geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@TheMayflowerGroup
• Facebookfacebook.com/themayflowergroup
• LinkedInlinkedin.com/company/mayflower-group
• Instagraminstagram.com/themayflowergroup
• Xx.com/Mayflower_Group

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 Mayflower