Roots Living
Roots Living is a family-owned senior living management and consulting firm based in Siloam Springs, Arkansas, founded in 2020 by the fourth generation of the Tonack family. It operates two communities (Greenridge Estates in Oregon and Concordia of Bella Vista in Arkansas) and offers management, development, design, and consulting services to senior living operators.
- Company typePrivate
- Founded2020
- HeadquartersSiloam Springs, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Roots Living does
Roots Living is a family-owned senior living management and consulting firm headquartered in Siloam Springs, Arkansas, founded in 2020 by the fourth generation of the Tonack family, whose involvement in senior living extends back to 1954. The company operates two senior living communities — Greenridge Estates in Oregon and Concordia of Bella Vista in Arkansas — and serves external senior living operators through management, property development, design, and consulting engagements. Its go-to-market leverages multi-generational operating experience as both a credibility asset and a consulting product, monetizing accumulated expertise alongside direct property operations.
The firm's business model combines two revenue streams: (i) operating revenue from its two owned/operated senior living communities, generated through resident fees and ancillary services typical of assisted/independent living facilities, and (ii) consulting and advisory fees from third-party senior living operators seeking management support, property development guidance, and design services. With a 1–10 employee base, Roots Living runs a lean operation that relies heavily on the family's hands-on involvement and accumulated operating playbook rather than scaled corporate infrastructure.
Roots Living is a small, regionally concentrated operator at an early stage of institutional development. The family lineage traces to a prior footprint of 23 properties across earlier generations, indicating a heritage of multi-property operations that the current entity has so far consolidated into a two-property portfolio plus a nascent consulting practice. The firm has not disclosed funding, headcount growth metrics, occupancy rates, or contracted consulting clients, leaving revenue scale, capital structure, and third-party client roster materially opaque to outside observers.
Roots Living firmographics
Firmographics- Name
- Roots Living
- Legal name
- Roots Living LLC
- Website
- https://rootslivingco.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Roots Living is a family-owned senior living management and consulting firm based in Siloam Springs, Arkansas, founded in 2020 by the fourth generation of the Tonack family. It operates two communities (Greenridge Estates in Oregon and Concordia of Bella Vista in Arkansas) and offers management, development, design, and consulting services to senior living operators.
- Ownership category
- akta.pro rank
Roots Living industry classification
Industry- Product category
- Senior Living Services
- NAICS
- Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Nursing and Residential Care Facilities (623), Assisted Living Facilities for the Elderly (623312)
- SIC
- Real Estate Agents & Managers (For Others) (6531), Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Senior Living Property Management (BPAJAGAI)
- akta.pro secondary industries
- Independent Living Real Estate Owners/Operators (REITs & Management Companies) (HLADAAAG), Independent Living Community Development & Construction (Senior Housing Developers) (HLADAAAH)
Keywords
Where Roots Living is headquartered
LocationHeadquarters
- HQ city
- Siloam Springs
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Roots Living business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Others
Revenue model
- Senior Living Management Services: Roots Living provides comprehensive management services to senior living communities, applying decades of operational knowledge to bring greater success to communities. This includes day-to-day operations management, staff oversight, and community performance optimization.
- Property Development Services: The company manages large capital improvements and construction projects for senior living communities. This includes overseeing new construction, renovations, and expansion projects regardless of scope.
- Business Consulting: Consultation services for senior living operators seeking fresh perspectives on operations or specific area expertise. Clients can engage for comprehensive operational reviews or targeted consultation in specific areas.
- Design Services: Evaluation of community design needs with focus on long-term quality and welcoming atmosphere. The company works with experts in senior living products to assess and recommend design improvements.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Roots Living product offering
Product offeringCore offering
Roots Living provides senior living management, property development, design evaluation, and business consulting services to owners and operators of senior living communities. The firm also operates two communities—Greenridge Estates (assisted living in Lake Oswego, Oregon) and Concordia of Bella Vista (independent and assisted living in Bella Vista, Arkansas)—applying four generations of family operating experience.
Product overview
Roots Living operates a portfolio of senior living communities across the United States, including Greenridge Estates in Lake Oswego, Oregon and Concordia of Bella Vista in Bella Vista, Arkansas. The company provides comprehensive management, property development, design services, and business consulting to senior living communities. The offering is a unified set of community management and advisory services rather than a software platform or modular product suite.
Differentiator
Problem solved
Functional benefit
Products and services
- Greenridge Estates
Companies that use Roots Living
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Roots Living technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Roots Living partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights3 records
Roots Living competitors and assessment
Company assessmentDirect peers
- Watermark Retirement Communities: Operates and manages independent living, assisted living, and memory care communities with a strong reputation brand; similar management/services mix to Roots Living's portfolio offering.
- Five Star Senior Living: Manages and operates independent living, assisted living, and memory care communities nationwide under management contracts with owners; closest business-model analog to Roots Living's third-party management services.
- Kisco Senior Living: Family-influenced senior living operator managing communities across multiple states, offering resident services and operations support; comparable to Roots Living for its family heritage and management-led model.
- Grace Management, Inc. Specialized senior living management company providing operations, marketing, and consulting services to senior living owners; matches Roots Living's mid-market management-services positioning closely.
- The Arbor Company: Family-oriented senior living management and operating company serving residents across multiple US markets; highly comparable to Roots Living in business model, scale, and operator-led positioning.
- Integral Senior Living: Third-party management firm for independent living, assisted living, and memory care; closely mirrors Roots Living's core service of managing senior living communities for owners.
- Sagora Senior Living: Operates assisted living and memory care communities with a focus on operational excellence and resident experience; reflects Roots Living's focus on operational expertise as its competitive lever.
Broad incumbents
- Brookdale Senior Living: Largest senior living operator in the US, providing management, operations, and consulting-style services across hundreds of communities; sets the competitive benchmark for Roots Living's adjacent service lines.
- Sunrise Senior Living: Large national operator of assisted living and memory care communities offering management services to owners; comparable to Roots Living at scale but operating across much wider geography and service breadth.
- Atria Senior Living: Major US operator and manager of senior living communities with independent and assisted living offerings; one of the most direct scaled comparables for Roots Living's management-plus-operations model.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Roots Living social profiles
Digital presenceRoots Living financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roots Living leadership team
Management profileNumber of profiles
Profiles4 records
Roots Living subsidiaries and ownership
Company hierarchySubsidiaries2 records
Roots Living funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roots Living M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Roots Living
What does Roots Living do?
Roots Living provides senior living management, property development, design evaluation, and business consulting services to owners and operators of senior living communities. The firm also operates two communities—Greenridge Estates (assisted living in Lake Oswego, Oregon) and Concordia of Bella Vista (independent and assisted living in Bella Vista, Arkansas)—applying four generations of family operating experience.
Is Roots Living a public or private company?
Roots Living is a private company. It is classified as family owned and is currently operating.
When was Roots Living founded?
Roots Living was founded in 2020. It employs 1 to 10 people.
Where is Roots Living based?
Roots Living is headquartered in Siloam Springs, United States, in the North America region.
How does Roots Living make money?
Four revenue lines are on record. Senior Living Management Services are the primary driver. The others are property Development Services, business Consulting and design Services.
Who are Roots Living's main competitors?
Direct peers on record are Watermark Retirement Communities, Five Star Senior Living, Kisco Senior Living, Grace Management, Inc., The Arbor Company, Integral Senior Living and Sagora Senior Living. Broad incumbents are Brookdale Senior Living, Sunrise Senior Living and Atria Senior Living.
Does Roots Living have an API?
No public API is recorded for Roots Living.
What industry is Roots Living in?
Roots Living's product category is Senior Living Services. Its primary akta.pro industry code is BPAJAGAI, Senior Living Property Management, with a secondary code of HLADAAAG, Independent Living Real Estate Owners/Operators (REITs & Management Companies). Its NAICS code is 62331 and its SIC code is 6531.