Brightwater

What Brightwater does

Brightwater is a privately held Life Plan Continuing Care Retirement Community (CCRC) located on a 78-acre gated campus in Myrtle Beach, South Carolina, and is the only CCRC in the Myrtle Beach market. The community was founded in 2011 and is operated by Senior Living Communities (The Maxwell Group), a privately held operator that runs 18 senior living communities with approximately 3,500 employees across the United States.

Brightwater delivers the full continuum of senior care under one roof, organized into seven service lines: Active Adult (55+) cottage homes, Independent Living (cottages and villa apartments), Independent Living Plus, Assisted Living, Reflections Memory Care, Skilled Nursing, and Short-Term Rehabilitation, plus Respite Care. The community supplements core care services with four nationally recognized wellness programs — WAVES aquatic therapy, C.L.I.M.B. fall prevention, Purpose-Based Wellness, and the J.O.Y. intergenerational program — that have collectively earned six Argentum Best of the Best awards. Underlying technology consists of standard electronic management systems for work orders, medical records, scheduling, HR, check-in, dining, accounting, and wellness tracking, alongside eco-friendly building operations (LED lighting, motion sensors, HE appliances).

The business model combines a one-time refundable membership fee (analogous to a country club initiation) with recurring monthly service fees that bundle housing, utilities, dining, transportation, housekeeping, wellness, social programming, and 24-hour emergency response into an all-inclusive rate. Short-Term Rehab operates on a per-stay professional services basis with Medicare billing for eligible stays. Go-to-market is direct-to-consumer via Lifestyle Advisors, self-serve website tour scheduling, walk-in visits, and an active multi-channel content and event strategy including a 360 virtual tour, blog, resident testimonials, signature community events (gala, Sweetheart Run, holiday celebrations), and reviews management across Facebook, Google, Caring.com, Yelp, and Senior Advisor. Pricing is not publicly disclosed; the company positions its model as saving the average member approximately $1,000/month versus remaining in their prior home, with monthly service fees having risen 3.0%-3.5% annually over the past five years.

Name

Brightwater

Legal name

Brightwater

Website

https://brightwater-living.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Brightwater is a private Life Plan Continuing Care Retirement Community on a 78-acre gated campus in Myrtle Beach, SC, offering the full continuum of senior living — from Active Adult through Skilled Nursing — to mid-market senior households via all-inclusive monthly fees and refundable memberships.

Ownership category

akta.pro rank

Product category

Senior Living / Continuing Care Retirement Community (CCRC)

NAICS

Continuing Care Retirement Communities (623311), Nursing and Residential Care Facilities (623)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Life Plan / Entrance-Fee CCRCs (HLADAEAA)

akta.pro secondary industries

Single-Site CCRCs (HLADAEAE), Continuing Care Retirement Communities (CCRC) with Memory Care (HLADACAD)

Keywords

• Senior living community
• Continuing care retirement
• Assisted living services
• Memory care programs
• Independent living housing

Headquarters

HQ city

Myrtle Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: One-time membership fee paid upon joining, similar to country club model. Refundable upon sale of cottage or villa home. Different membership options available based on location, view, and features.
2. Monthly Service Fees - Independent Living: All-inclusive monthly fee covering housing, utilities, maintenance, lawn care, housekeeping, dining, transportation, entertainment, social activities, emergency response, and wellness programs. Fee increases have averaged 3.0%-3.5% per year over the past five years.
3. Monthly Service Fees - Care Services: All-inclusive monthly rate for Assisted Living and Memory Care covering all care and services. True all-inclusive model with no hidden fees or surprise charges - contrasts with 'nickel and dime' competitors.
4. Rehabilitation Services: Short-term rehab services including physical therapy, occupational therapy, and speech therapy. Available for both community members and outside guests. Accepts Medicare for eligible stays.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Brightwater is a private Life Plan Continuing Care Retirement Community (CCRC) on a 78-acre gated campus in Myrtle Beach, SC, selling a full continuum of senior living services under one roof: Active Adult cottages, Independent Living (cottage homes and villa apartments), Independent Living Plus, Assisted Living, Reflections Memory Care, Skilled Nursing, Respite Care, and Short-Term Rehabilitation. Revenue is generated through a one-time refundable membership fee plus all-inclusive monthly service fees covering housing, utilities, dining, housekeeping, transportation, wellness programs, and care services.

Product overview

Brightwater is a Life Plan Continuing Care Retirement Community (CCRC) offering a comprehensive spectrum of senior living options on a single campus. The community provides Active Adult (55+) cottages and Independent Living in both cottage homes and villa apartments, all with maintenance-free living. As residents' needs evolve, Brightwater offers escalating care through Independent Living Plus, Assisted Living, Reflections Memory Care, and Skilled Nursing—all available under one roof. Short-Term Rehabilitation services (physical, occupational, and speech therapy) and Respite Care are also available. The community complements its care services with award-winning wellness programming including Purpose-Based Wellness, C.L.I.M.B., and WAVES aquatic therapy, plus the J.O.Y. intergenerational program. Amenities include fitness centers, indoor pool, pickleball courts, library, and restaurant-style dining.

Differentiator

Problem solved

Functional benefit

Brands

• The Weller Life: A lifestyle philosophy and brand representing the community's approach to helping members live longer, healthier, happier lives through wellness, social engagement, and quality care services.
• Living Well Foundation

Products and services

• Active Adult Community Maintenance-free residential living for adults 55 and over, featuring 2- and 3-bedroom cottage homes in an established community setting. Designed for active adults not yet needing daily support services.
• Independent Living Maintenance-free residential living in cottage homes and villa apartments, with access to social programs, wellness offerings, dining, transportation, and a supportive community environment for seniors not yet requiring hands-on care.
• Independent Living Plus Supportive services for residents who need more help than standard Independent Living but do not yet require hands-on assisted care, including housekeeping, cleaning, safety, security, cooking, and transportation.
• Assisted Living Private, independent living spaces with personalized assistance in day-to-day tasks delivered by trained caregivers, with care tailored to individual needs and goals.
• Reflections Memory Care Person-centered memory care for seniors with Alzheimer's and dementia, focused on family engagement and fulfilling daily routines, offered through the nationally recognized Reflections program.
• Skilled Nursing Comprehensive medical care delivered by dedicated staff for residents requiring ongoing nursing support, provided under Brightwater's full CCRC license.
• Short-Term Rehabilitation Short-term rehabilitation services including physical therapy, occupational therapy, and speech therapy for post-surgery, illness, or injury recovery, delivered through the partnership with Broad River Rehab Services and available to both community members and outside guests. Medicare accepted for eligible stays.
• Respite Care Short-term care services for seniors providing temporary relief for family caregivers while ensuring quality care for residents during their stay.
• Cottage Homes Single-family cottage homes within the Independent Living community, available in 2- and 3-bedroom configurations with maintenance-free living.
• Villa Apartments Spacious apartment living within the Independent Living community, with floor plans over 1,000 square feet, walk-in showers, and elevator access.

Quantifiable outcome

• Average member saves $1,000 per month over living in previous house
• +5 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• CVS HealthminorOthers · 1 January 2021CVS Health provided on-site COVID-19 vaccination clinics for Brightwater residents and staff, administering both first and second dose vaccinations.
• Broad River Rehab ServicescoreStrategic or Co-development Partner · 1 January 2009Partnership with Broad River Rehab Services for on-site rehabilitation services including physical therapy, occupational therapy, and speech therapy. The partnership delivers outcomes consistently higher than national average for short-term rehab patients.
• Living Well FoundationcoreStrategic or Co-development PartnerNonprofit 501(c)(3) foundation organized exclusively for charitable and educational purposes. Provides emergency financial assistance, scholarships for nursing students, and first-time home buyers program for community members and employees.
• Alzheimer's AssociationcoreStrategic or Co-development PartnerNational team participant in Walk to End Alzheimer's with yearly fundraising goal of $100,000. Brightwater committed to fighting Alzheimer's through donations and awareness. Nationally recognized Reflections memory care program aligns with Association goals.
• UNTOLDminorStrategic or Co-development PartnerOrganization (formerly CARE for AIDS) in East Africa that empowers people to live beyond AIDS and focuses on ending cycle of poverty, disease, and orphans. Works with local churches to operate life-transforming centers.
• Harvest CenterminorStrategic or Co-development PartnerCommunity organization empowering individuals affected by homelessness, poverty, and unemployment through transitional programs. Participants work through eight dimensions of wellness and three distinct phases to graduate and live sustainably.
• Silver Pen Writing CompetitioncoreOthersAnnual essay competition hosted by parent company Senior Living Communities since 2012. Bridges communication gap between high school seniors and senior citizens. Awards scholarships to local high school seniors for college and trade school. Over $386,000 awarded to date.

Scale indicators8 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Holiday by Atria (Holiday Retirement): Operates 170+ independent senior living communities across the U.S. Comparable on the independent living and active adult segments where Brightwater competes, though narrower on care services.
• Life Care Services: Third-largest U.S. senior living operator managing 140+ communities including CCRCs. An LCS-managed community in the Southeast would be a near-direct competitor to Brightwater's Life Plan model.
• Erickson Senior Living: Manages 11 large CCRCs (Life Plan Communities) across the U.S. with a continuum-of-care model, entrance-fee structure, and large campuses comparable to Brightwater's single-site Life Plan positioning.
• Sunrise Senior Living: Operates 270+ communities offering independent living, assisted living, memory care, and short-term stays. Most directly comparable U.S. operator to Brightwater in terms of service breadth and care-level offering.
• Five Star Senior Living: Operates 150+ senior living communities across 30 states, including independent living, assisted living, and memory care. Comparable mid-market senior housing operator with similar continuum offerings.
• Brightview Senior Living: Mid-Atlantic-focused senior living operator with assisted living, memory care, and independent living communities. Comparable in scale, geography, and care-level offering to Brightwater.

Others

• National Health Investors: Healthcare REIT with significant senior housing and skilled nursing exposure. Comparable as a capital/real estate vehicle for senior living assets of the type Brightwater represents.
• Welltower (Healthcare Realty): Healthcare REIT that owns and operates senior housing, including CCRCs. Not a direct operator but a capital partner/investor in senior living real estate comparable to Brightwater's asset base.

Broad incumbents

• Atria Senior Living: Operates 200+ senior living communities across the U.S. and Canada, offering independent living, assisted living, and memory care. Comparable continuum-of-care model and similar mid-market to upscale target resident.
• Brookdale Senior Living: Largest U.S. senior living operator with ~640 communities across independent living, assisted living, and memory care. Comparable as a national senior housing platform, though much broader and not a CCR-focused company.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/reviews
• LinkedInlinkedin.com/company/brightwater-retirement-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Brightwater