Morada Abilene

What Morada Abilene does

Morada Abilene is an assisted living community located at 3234 Buffalo Gap Road in Abilene, Texas, operated as part of Morada Senior Living, a divisional brand of Discovery Senior Living LLC headquartered in Bonita Springs, Florida. Morada Abilene offers the full Morada resident experience including chef-prepared dining, complimentary scheduled transportation, a 24-hour emergency call response system, and access to signature programs (Sensational Dining, Activities & Events, Health & Fitness, Concierge, and Housekeeping). The community participates in the Morada continuing-care model, which enables residents to transition across Independent Living, Assisted Living, Memory Care (via the proprietary SHINE program), Respite Care, and Skilled Nursing as their care needs change.

Morada Senior Living was created in February 2021 when Discovery Senior Living completed its single largest acquisition in company history, acquiring and rebranding 16 senior living communities across Texas, North Carolina, and New Mexico. Since launch, the portfolio has expanded to 30+ communities across Texas, Oklahoma, New Mexico, Arkansas, and Colorado, including several acquired brands retained under prior names (Heritage Place of Boerne/Fredericksburg, Redbud Place, Sabine Place, Meadowview Place, The Gardens of Bellaire, Gateway Villas & Gateway Gardens, Shavano Park Senior Living). The corporate division is led by Division President Hilary G. Bullard and supported by a divisional leadership team with roughly 100 years of collective senior housing industry experience.

The business model is direct-to-consumer senior living services billed as recurring monthly resident fees, with care-level tiering (higher-acuity care commands higher fees) and a 100% Satisfaction Guarantee refunding the Community Fee within 90 days. Go-to-market is community-based: each location maintains dedicated leasing and sales phone lines, supported by a corporate contact center, a multi-state website with community pages and tour-scheduling forms, an active senior-care blog, and a Facebook presence. Pricing is not publicly disclosed; inquiries route through community contact forms or phone. The underlying technology stack is standard marketing and CRM infrastructure (HubSpot, Marketo, Google Analytics, Microsoft Clarity) with no proprietary AI or ML systems identified; the SHINE Memory Care program is a domain-specialized clinical/service protocol rather than a software platform.

Name

Morada Abilene

Legal name

Morada Senior Living LLC

Website

https://moradaseniorliving.com

Company type

Private

Founded year

2021

Operating status

Operating

Short description

Morada Abilene is an assisted living community in Abilene, Texas, operated by Morada Senior Living (a division of Discovery Senior Living) that serves seniors with a continuing-care model spanning Independent Living through Skilled Nursing and the proprietary SHINE Memory Care program.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233), Assisted Living Facilities for the Elderly (623312), Nursing Care Facilities (Skilled Nursing Facilities) (62311)

SIC

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

akta.pro primary industry

Behavioral Health–Capable Assisted Living (Mental Health/SUD Support) (HLADABAI)

akta.pro secondary industries

Independent Living with Supportive Services (Light ADL/IADL Support) (HLADAAAE), Short-Term Dementia Respite & Transitional Memory Care Programs (HLADACAG), Facility-Based Respite (Assisted Living/SNF/Memory Care Short Stays) (HLADAKAB)

Keywords

• Senior living services
• Assisted living community
• Memory care program
• Independent living community
• Respite care services

Headquarters

HQ city

Abilene

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Senior Living Resident Fees: Revenue generated from monthly resident fees for housing, dining, and care services. Residents pay for their chosen living option (Independent Living, Assisted Living, Memory Care) which includes apartment homes, meals, housekeeping, transportation, and access to wellness programs. Care levels with more assistance command higher fees.
2. Respite Care Fees: Short-term stays for seniors recovering from medical procedures or for caregivers who need temporary support. Includes furnished apartment home, round-the-clock support, meals, and medical care as needed.
3. Skilled Nursing Services: Inpatient care services at select communities for patients requiring 24/7 monitoring by doctors, nurses, or healthcare aides. Includes individualized care plans, RN coverage seven days a week, meals, and specialized rehab services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Morada Abilene is an assisted living community located at 3234 Buffalo Gap Rd, Abilene, TX 79605, operating under the Morada Senior Living brand (a division of Discovery Senior Living LLC). The community offers housing, restaurant-style dining, housekeeping, scheduled transportation, activities, and assisted living care for seniors. The broader Morada network delivers a continuum of senior living options including Independent Living, Assisted Living, Memory Care (via the SHINE program), Respite Care, and Skilled Nursing across more than 17 communities in Texas, Oklahoma, New Mexico, and Arkansas.

Product overview

Morada Senior Living operates as a senior living community operator with multiple residential communities across Texas, New Mexico, Oklahoma, and Arkansas. The company offers a continuum of care through its portfolio of living options (Independent Living, Assisted Living, Memory Care via SHINE program, Respite Care, and Skilled Nursing at select locations) and signature programs (Sensational Dining, Activities & Events, Health & Fitness, Transportation, Housekeeping, and Concierge services). The flagship Morada Abilene location provides Assisted Living services. Communities are managed with corporate support from Discovery Senior Living, with an executive leadership team assembled in January 2021 following the brand's acquisition and rebranding.

Differentiator

Problem solved

Functional benefit

Products and services

• Morada Abilene Assisted living community located at 3234 Buffalo Gap Rd, Abilene, TX 79605, offering housing, dining, activities, transportation, and care services to seniors in need of assistance with daily living activities. Leasing & Sales: 325.238.6944.
• Independent Living

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Discovery Senior LivingcoreStrategic or Co-development Partner · 15 February 2021Discovery Senior Living is the parent company of Morada Senior Living. In February 2021, Discovery Senior Living announced the acquisition and rebranding of 16 senior living communities across Texas, North Carolina, and New Mexico, creating Morada Senior Living as its newest divisional brand. This was the single largest acquisition in Discovery Senior Living history. Hilary Bullard was appointed as the first-ever President of Discovery Senior Living's new brand.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Five Star Senior Living: Five Star operates IL, AL, and Memory Care communities across the U.S. with a comparable operating model and program-based differentiation. It competes with Morada for the same pool of regional independent operators and family decision-makers in the southern U.S.
• Atria Senior Living: Atria operates a national portfolio of senior living communities with a similar IL/AL/Memory Care mix and an emphasis on signature programs and hospitality-led differentiation — directly analogous to Morada's SHINE Memory Care and Sensational Dining positioning.
• Brookdale Senior Living: Brookdale is the largest U.S. senior living operator, offering the same continuum of IL, AL, Memory Care, and Skilled Nursing across hundreds of communities. Several Morada leaders (e.g., Marilyn Jones) came from Brookdale, and its scale and brand set the competitive baseline Morada must outperform in occupancy and pricing.
• Sunrise Senior Living: Sunrise is a large, established senior living operator with a strong memory care offering and similar continuum-of-care structure. Its national brand and clinical programming make it a benchmark competitor for Morada's premium-positioned communities.

Direct peers

• Pegasus Senior Living: Pegasus Senior Living operates assisted living and memory care communities across the southern U.S. with a comparable program-driven positioning. Its footprint directly intersects Morada's TX/OK/AR/NM territory.
• Discovery Senior Living: Discovery Senior Living is the parent company of Morada Senior Living and operates a comparable portfolio of senior living communities under multiple brands. As the operator that launched Morada via its largest-ever acquisition, Discovery is the most directly comparable peer in terms of operating model, geographic footprint, and care-level mix.
• Enlivant Senior Living: Enlivant is a senior living operator focused on assisted living and memory care, with communities across the U.S. Tara Stokes joined Morada from Enlivant, signaling directly comparable operating practices, resident acuity mix, and sales playbooks.
• Harmony Senior Services: Harmony Senior Services operates IL, AL, and Memory Care communities, primarily in the southeastern U.S. — directly comparable to Morada's geographic footprint and care-level mix, and a former employer of Morada sales leadership.
• The Arbor Company: The Arbor Company is a regional senior living operator with assisted living and memory care communities across the southeastern U.S. It is directly comparable to Morada in care-level mix, program-led differentiation, and southern geographic focus.
• Capital Senior Living (Sonida Senior Living): Sonida (formerly Capital Senior Living) operates IL, AL, and Memory Care communities concentrated in the south-central U.S., overlapping significantly with Morada's core footprint and competing for the same regional referral channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MoradaAbilene
• LinkedInlinkedin.com/company/morada-senior-living

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries32 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 Morada Abilene