Heritage Manor Aged Care

What Heritage Manor Aged Care does

Heritage Manor Aged Care is a residential aged care community located at 147-163 Maryvale Road, Morwell, Victoria, operated by BaptistCare, a not-for-profit charitable organization founded in 1914. The facility has operated for 17+ years and provides permanent and respite residential aged care for elderly individuals who can no longer live independently, including a dedicated Memory Support Unit for residents with dementia and end-of-life palliative care. Heritage Manor offers private rooms with ensuites, 24/7 nursing care, on-site GP visits, allied health services (podiatry, optometry, dental, physiotherapy, speech therapy), fresh seasonal on-site cooking by qualified chefs, and an extensive lifestyle program (gardening, arts, music, pet therapy, library, café, beauty salon, day trips). The community also offers the EverydayPlus optional higher-services tier (Higher Everyday Living Fee) and accommodates couples in adjoining rooms.

Heritage Manor's technology stack is limited to BaptistCare's BESTMED electronic medication management system, deployed across Victorian and Tasmanian residential aged care homes for safe medication administration and tracking. There are no AI/ML capabilities, API platforms, or proprietary software products disclosed. The underlying business model is government-regulated residential aged care with multiple recurring and one-off revenue streams: a mandatory Basic Daily Fee set at 85% of the single aged pension, Refundable Accommodation Deposits (RADs) or Daily Accommodation Payments (DAPs) for accommodation, optional Higher Everyday Living Fees through EverydayPlus, means-tested Non-Clinical Care Contributions and Hotelling Supplements, and government subsidies via MyAgedCare/ACAS assessments.

Go-to-market is direct-to-consumer, with prospective residents and families reaching Heritage Manor through a national enquiry line (13 22 78), the baptcare.org.au website, social media (Facebook, LinkedIn, Instagram, YouTube), email newsletters, on-site tours, and government assessment referrals. BaptistCare markets six other residential aged care communities in VIC/TAS (Abbey Gardens Warragul, Amberlea Drouin, St Hilary's Morwell) and operates nationally across NSW, ACT, WA, SA, and TAS, serving 70,000+ customers with 12,000+ employees and nearly 2,000 volunteers. Heritage Manor's customer concentration is highly fragmented across individual residents and families, and pricing is fully regulated by the Australian government's aged care framework.

Name

Heritage Manor Aged Care

Legal name

BaptistCare

Website

https://heritagemanor.com.au

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

1–10 employees

Short description

Heritage Manor Aged Care is a BaptistCare-operated residential aged care community in Morwell, Victoria, providing 24/7 nursing, dementia memory support, and allied health services to elderly residents across private rooms and shared amenities, funded through government-regulated fees and subsidies.

Ownership category

akta.pro rank

Product category

Residential Aged Care

NAICS

Assisted Living Facilities for the Elderly (623312), Nursing Care Facilities (Skilled Nursing Facilities) (623110)

SIC

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

akta.pro primary industry

Assisted Living with Enhanced Care / High-Acuity (Aging-in-Place) (HLADABAC)

akta.pro secondary industry

Luxury / High-End Assisted Living Communities (HLADABAD)

Keywords

• Residential aged care
• Dementia care services
• Aged care accommodation
• Nursing care facilities
• Elderly care services

Headquarters

HQ city

Morwell

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Others

Revenue model

1. Residential Aged Care Fees: Revenue from government-subsidized residential aged care services including Basic Daily Fee (85% of single aged pension), Accommodation Payments (RAD/DAP), Higher Everyday Living Fee (HELF), Non-Clinical Care Contribution (NCCC), and Hotelling Supplement Fee. Government subsidizes the bulk of costs for eligible residents through means-tested assessment.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Heritage Manor Aged Care is a residential aged care home in Morwell, Victoria, operated by BaptistCare, providing permanent residency, 24/7 nursing care, dementia/memory support in a dedicated unit, and enhanced everyday living services through the EverydayPlus program for elderly residents. Services are delivered on-site in a single physical facility under Australia's regulated residential aged care framework.

Product overview

Heritage Manor Aged Care offers residential aged care services as part of the BaptistCare network. The core offering is permanent residential aged care with private rooms and ensuites, supported by a Memory Support Unit for residents with dementia. The EverydayPlus program provides optional enhanced lifestyle services for residents seeking additional amenities. Additional on-site services include a library, beauty salon, café, and landscaped gardens. Healthcare services include GP visits, podiatry, optometry, dental, hearing specialists, physiotherapy, speech therapy, and counselling. The facility emphasises person-centred lifestyle programs including gardening, arts, music, and recreational activities tailored to individual preferences.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Aged Care (Permanent Residency) Long-term residential accommodation with 24/7 nursing, personal care, meals, and lifestyle services for elderly residents who can no longer live independently. Located in Morwell, Victoria, this is the core service delivered by BaptistCare at Heritage Manor.
• Memory Support / Dementia Care Specialist care delivered in a dedicated memory support unit for residents living with dementia, providing secured environments, dementia-trained staff, and tailored lifestyle programming.
• EverydayPlus Program Enhanced everyday living services that supplement the standard residential care offering, providing additional lifestyle, hospitality, and personal-support benefits to residents at Heritage Manor.

Quantifiable outcome

• 17+ years of operation at Heritage Manor Morwell location

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Hawthorn Football ClubminorStrategic or Co-development PartnerCommunity engagement partnership through visits and events at BaptistCare aged care communities. Players and support staff visit facilities, chatting with residents, signing autographs, and bringing entertainment.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Estia Health: ASX-listed residential aged care provider with 60+ communities across Australia. Comparable to Heritage Manor as a for-profit residential aged care operator with similar service model and dementia care capabilities.
• Bupa Aged Care Australia: Major international health insurer with significant aged care operations across Australia. Comparable to BaptistCare/Heritage Manor as a multi-site residential aged care provider offering 24/7 nursing, memory care, and allied health services.
• Regis Healthcare: ASX-listed residential aged care provider with 60+ communities across Australia. Comparable to Heritage Manor as a for-profit residential aged care operator offering similar service levels including dementia and palliative care.
• Bolton Clarke: Large Australian not-for-profit provider of residential aged care, home care, and community services. Most comparable to Heritage Manor/BaptistCare as a similar not-for-profit multi-service aged care operator with a faith-inspired heritage.
• Arcare: Family-owned residential aged care provider with multiple communities across Victoria and other Australian states. Comparable to Heritage Manor as an established Australian residential aged care operator with similar service offerings in regional areas.
• Opal HealthCare: One of Australia's largest residential aged care operators with 80+ communities across multiple states. Directly comparable to Heritage Manor as a multi-site residential aged care provider offering similar levels of care including memory support and 24/7 nursing services.
• Ryman Healthcare: Major retirement village and aged care operator in Australia and New Zealand with a continuum-of-care model. Comparable to Heritage Manor's higher-acuity positioning and BaptistCare's premium service philosophy.
• Mercy Health: Catholic not-for-profit health and aged care provider operating residential aged care communities across Australia including Victoria. Comparable to Heritage Manor as a faith-based not-for-profit with residential aged care services and broader community health programs.
• St Vincent's Care Services: Catholic not-for-profit aged care provider with multiple communities across Australia. Comparable to Heritage Manor as a faith-based not-for-profit residential aged care operator with similar service offerings and values-driven positioning.

Broad incumbents

• Aveo Group: Major retirement living operator in Australia with some aged care services. Comparable as a broader player in the senior living space with overlapping customer base, though primarily focused on retirement living rather than residential aged care.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/BaptcareLtd
• Facebookfacebook.com/BaptistCareVICTAS
• LinkedInlinkedin.com/company/heritage-manor-aged-care
• Instagraminstagram.com/baptistcare_victas

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Heritage Manor Aged Care