Maroba

What Maroba does

Maroba is a not-for-profit aged care organisation operating since 1954 from a single integrated campus at 58 Edith Street, Waratah, in the Newcastle and Hunter region of New South Wales, Australia. It functions as a Ministry of Islington Baptist Church and is governed by a volunteer board. Its core offering is residential aged care, delivered through The Manor (100+ beds across four named 'suburb' wings — Nobby's, Waratah, The Hill, Honeysuckle, built in stages completed 2009) and The Lodge (43 residents, refurbished 2022), with specialist wings for dementia and palliative care. Adjacent to the care facility, Maroba Terrace operates 23 independent living villas, giving residents priority access to 24/7 registered nursing and allied health support.

The business model combines recurring daily care fees (Basic Daily Fee, means-tested fees, and a $29/day Maroba Advantage fee) with large upfront Refundable Accommodation Deposits (RADs) ranging from AUD $376,000 for a shared suite to AUD $750,000 for a luxury suite, plus optional Daily Accommodation Payments (DAPs) accruing at 8.43% from 1 July 2026. Revenue is complemented by retirement village service fees, allied health, beauty and hairdressing services, and a wholly-owned vocational training subsidiary (Smart Training and Consulting Group). Distribution is direct via phone, website enquiries, and on-site tours, with government referrals channelled through the My Aged Care portal. Maroba has 101-250 employees and no disclosed AI, software platform, or external capital; growth has historically been funded through retained earnings, RAD inflows, and capital reinvestment, with leadership having transitioned in July 2025 to a new CEO, Phoebe van Bentum.

Name

Maroba

Legal name

Maroba

Website

https://maroba.com.au

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

101–250 employees

Short description

Maroba is a not-for-profit aged care organisation in Waratah, Newcastle, operating residential aged care (The Manor and The Lodge, ~140-160 beds), adjacent independent retirement living (Maroba Terrace, 23 villas), specialist dementia and palliative care, allied health, community wellness programs, and a vocational training subsidiary, serving elderly residents across the Hunter region of NSW, Australia.

Ownership category

akta.pro rank

Product category

Residential Aged Care

NAICS

Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities (623311), Nursing Care Facilities (Skilled Nursing Facilities) (62311), Services for the Elderly and Persons with Disabilities (624120), Nursing and Residential Care Facilities (623)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051), Services-Social Services (8300)

akta.pro primary industry

Luxury / High-End Assisted Living Communities (HLADABAD)

akta.pro secondary industries

Hospice Care in Assisted Living / Residential Care Facilities (HLADAHAE), Affordable / Middle-Market CCRCs (HLADAEAJ), Assisted Living with Enhanced Care / High-Acuity (Aging-in-Place) (HLADABAC), Elder Services & Aging Support (BPAGAEAF), Respite Hospice Care (Short-Term Relief) (HSABAFAD)

Keywords

• Residential aged care
• Retirement living
• Dementia care services
• Palliative care nursing
• Community wellness programs

Headquarters

HQ city

Waratah

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation Payments: Residents pay either a Refundable Accommodation Deposit (RAD) as a lump sum or an Accommodation Charge (AC) as periodic payments. A combination option is also available based on Asset and Income assessment outcomes.
2. Daily Care Fees: Basic Daily Fee covers day-to-day living costs. Additional government-assessed fees include Hoteling Contribution and Non-Clinical Care Contribution. Optional Higher Everyday Living Fee (HELF) for premium services.
3. Maroba Advantage Fee: $29 per day additional service fee for Maroba being an additional service facility.
4. Retirement Living Fees: Service fees for Maroba Terrace village residents for additional services including catering, library, events, wellness sessions, social outings, and beauty services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Maroba Caring Communities provides residential aged care nursing home services with 24/7 registered nurse coverage, palliative and respite care, specialized dementia care, and allied health services. It also operates Maroba Terrace, a retirement living village of 23 independent villas, and community wellness programs for seniors living at home. As a not-for-profit ministry of Islington Baptist Church, services are funded through accommodation deposits, daily care fees, and government aged care subsidies.

Product overview

Maroba Caring Communities is a multi-service aged care organization offering a portfolio of interconnected care and living services. The core offering is Residential Aged Care/Nursing Home services (The Manor and The Lodge facilities) providing 24/7 care including specialized dementia and palliative care. Adjacent to this is Maroba Terrace, a retirement living village of 23 independent villas with 24/7 access to medical support. Community & Wellness Programs extend services to people living at home. The Smart Training and Consulting Group provides vocational training as a separate division. Supporting services include Allied Health, Spiritual Care, Nutritional Health/Meals, and Beauty Services. The organization operates as a unified care ecosystem rather than a single product.

Differentiator

Problem solved

Functional benefit

Brands

• Maroba Terrace: Retirement village offering 23 two and three-bedroom villas for independent living, located adjacent to Maroba's residential aged care accommodation.
• Smart Training and Consulting Group

Products and services

• Residential Aged Care / Nursing Home Full residential aged care services providing 24/7 personal care from qualified nursing staff, a registered nurse on duty, nutritional meals, gymnasium access, library, daily activities, accommodation options (single and double rooms), cleaning and laundry services, beauty and hairdressing, relaxation and spa treatments, pain management programs, and respite care for elderly residents.
• Maroba Terrace (Retirement Living) Independent living retirement village consisting of 23 two and three-bedroom villas featuring open plan living, modern kitchens, private outdoor areas, and 24/7 access to medical support from the adjacent residential aged care facility. Service fees cover catering, library, events, wellness sessions, social outings, and beauty services.
• Community & Wellness Programs Wellness programs for people living at home including gym sessions, exercise programs, physiotherapy, community events, 'Stay the day' programs, beauty services, and allied health support aimed at maintaining health and facilitating social interaction.
• Smart Training and Consulting Group Accredited vocational training organization offering courses in Aged Care, Hospitality, Allied Health, Leadership and Management.
• Dementia Care Specialized dementia care delivered in a dedicated secure wing designed to cater for residents of all abilities, including those living with dementia, supported by appropriately trained staff.
• Palliative Care End-of-life care focusing on enhancing comfort and quality of life for residents with a life-limiting or terminal illness, delivered following best-practice guidelines.
• Spiritual Care Pastoral and spiritual care services respecting all cultures, faiths and religious backgrounds, provided as a Ministry of Islington Baptist Church.
• Allied Health Services Comprehensive allied health services including audiometry, continence consultant, dementia advisory service, dentist, dietitian/nutritionist, exercise physiologist, nurse practitioner, occupational therapist, optometrist, oral health therapist, podiatrist, physiotherapist, and speech pathologist.
• Nutritional Health - Meals & Refreshments Freshly prepared meals on site based on a 4-weekly rotating seasonal menu developed in consultation with residents via a Food Focus Forum and reviewed by a dietician.
• Beauty Services On-site hair salon and day spa offering facials, spa baths, massages, nails, and waxing for residents, family, and visitors.

Quantifiable outcome

• 70+ years of continuous operation serving Newcastle and Hunter region
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Whitebridge PharmacycoreTechnology or IntegrationSole supplier and deliverer of medications in appropriate Webster packs to Maroba residents. Handles medication chart requests from GPs and delivers medications to facility.
• Dementia AustraliacoreStrategic or Co-development PartnerCommunity partnership providing dementia advisory services and resources. Links to Dementia Australia website for information and support.
• McGrath FoundationminorStrategic or Co-development PartnerCommunity support partnership supporting breast cancer awareness and services.
• Hunter Breast Cancer FoundationminorStrategic or Co-development PartnerLocal community partnership supporting breast cancer awareness and patients.
• Mark Hughes FoundationminorStrategic or Co-development PartnerCommunity partnership supporting brain cancer research initiatives.
• HMRI (Hunter Medical Research Institute)minorStrategic or Co-development PartnerPartnership supporting ovarian cancer research through community fundraising.
• Islington Baptist ChurchcoreStrategic or Co-development PartnerMaroba operates as a Ministry of Islington Baptist Church. Provides spiritual and pastoral care foundation. Founders were members of Maitland Road Baptist Church.
• My Aged CarecoreChannel Partner/ Reseller/ DistributorAustralian Government aged care portal for assessment and referral of individuals seeking aged care services.

Scale indicators4 records

Recent moves21 records

Expansion highlights5 records

Direct peers

• Catholic Healthcare: Faith-based NFP providing residential aged care, retirement living, and home care across NSW, QLD, and VIC. Closely comparable to Maroba on religious-affiliation positioning, mixed residential/community model, and NFP/governed-by-volunteer-board structure.
• IRT Group: NFP retirement living and aged care provider concentrated in NSW (similar regional footprint to Maroba). Offers independent living, residential care, and home care, and operates on a comparable RAD/fee revenue model in similar regional Australian markets.
• Uniting (Uniting Care Ageing NSW.ACT): Faith-based NFP (Uniting Church) operating one of Australia's largest networks of residential aged care, retirement living, and home care services. Comparable to Maroba in mission positioning, NFP governance, and integrated service model, but at significantly larger scale.
• Southern Cross Care (NSW & ACT): NFP aged care provider operating residential care homes, retirement villages, and home care services across NSW & ACT. Directly comparable to Maroba on NFP status, regional NSW operating footprint, multi-service (residential + retirement + community) model, and faith-based heritage.
• RSL LifeCare: NFP provider of residential aged care, retirement living, and home care across NSW and ACT, founded on veterans' community service heritage. Comparable to Maroba on NFP governance, NSW concentration, and mixed residential/community offering.
• Anglican Care: Faith-based (Anglican) NFP operating residential aged care, retirement living, and community aged care across NSW. Comparable to Maroba in mission-driven positioning, regional concentration in NSW, and combined residential/retirement/community service offering.
• BaptistCare: Faith-based (Baptist) Australian NFP aged care and retirement living provider offering residential care, independent living, home care, and community wellness across multiple sites. Directly comparable to Maroba on mission, funding model (RADs + daily fees), service mix, and NFP structure, though at materially larger scale.

Broad incumbents

• Regis Healthcare: ASX-listed (REG) residential aged care provider with ~70+ facilities across Australia. Comparable in core service offering (residential aged care with RAD/fee model) but operates as a for-profit national incumbent, contrasting with Maroba's single-site NFP model.
• Aveo Group: ASX-listed (AOG, now Brookfield-owned) retirement living and aged care operator with a national portfolio of retirement villages. Comparable to Maroba Terrace retirement village model and broader continuum-of-care positioning, but operates at significantly larger scale and as a for-profit.

Others

• Dementia Australia: National peak body and advocacy organization for dementia, partnered with Maroba for advisory and education services. Not a direct competitor but a key ecosystem partner supporting Maroba's specialized dementia wing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/maroba.waratah

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 record

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 Maroba