Untold Living

What Untold Living does

Untold Living, operated by Ruby Senior Living Ltd (registered in England & Wales), develops and operates Integrated Retirement Communities (IRCs) for UK seniors aged 75 and over, alongside their adult children and caregivers. The company's portfolio comprises four retirement villages: Chantry Court in Westbury, Wiltshire (68 units, the only currently operating site, acquired in 2022), Sundew Court in Newport, Shropshire (61 apartments and 16 bungalows, opening September 2026 with a follow-on 70-bed care home in June 2027), and forthcoming villages in Crawley (West Sussex) and Eastbourne (East Sussex). Each village blends independent apartments and bungalows, social and amenity spaces, and 24/7 on-site care delivered by in-house, CQC-registered teams, with flexible support packages that scale from occasional assistance to daily care needs.

The business model combines recurring rental income (with an optional purchase pathway) from apartments and bungalows, layered service and care fees, and short-stay or trial-stay revenue from 48-hour-to-six-month residency experiences. Go-to-market is direct-to-consumer via the corporate website, dedicated village enquiry forms, LinkedIn, and a guided, no-pressure sales approach executed at each village location. Pricing is quote-based and not publicly disclosed. Untold supplements operational capability with industry credibility through ARCO membership, Living Wage Employer and Investors In People accreditations, and a leadership team drawn from HC-One, Retirement Villages, Merrill Lynch, AEW, and ARCO representation.

Strategically, the company is in an early expansion phase: a single operating village supports current revenue while three additional IRCs and a care home are under development, with capital sourced via an active investment-partnership channel and a £20 million development at Sundew Court. The core technology stack is minimal, centered on property-management systems and controlled-access security rather than proprietary software, and there are no disclosed AI/ML capabilities. Pricing transparency is intentionally limited, and revenue or ARR figures are not publicly disclosed.

Name

Untold Living

Legal name

Ruby Senior Living Ltd

Website

https://untoldliving.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Untold Living (Ruby Senior Living Ltd) develops and operates Integrated Retirement Communities for UK seniors aged 75 and over, currently running Chantry Court (68 units) and developing three further villages plus a 70-bed care home.

Ownership category

akta.pro rank

Product category

Senior Living / Integrated Retirement Communities

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Continuing Care Retirement Communities (623311)

SIC

Real Estate Agents & Managers (For Others) (6531), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Market-Rate Independent Living (Private Pay) Communities (HLADAAAA)

akta.pro secondary industries

Single-Site CCRCs (HLADAEAE), Senior & Assisted Living Residential Property Management (BPAJAFAE)

Keywords

• Retirement communities
• Senior living services
• Assisted living housing
• Retirement village operator
• Integrated retirement communities

Headquarters

HQ city

Haywards Heath

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Rental Income: Revenue from renting retirement apartments and bungalows within their villages. Properties available for both rental and purchase, with rental providing financial flexibility and no property market risk for residents.
2. Service and Care Fees: Fees for on-site care services, maintenance, and support provided by directly employed teams. Care services are flexible, from occasional assistance to daily needs.
3. Short Stay/Trial Stay Fees: Revenue from trial stays ranging from 48 hours up to six months, allowing prospective residents to experience the community before committing to full residency.
4. Investment Partnerships: Attracting investment into the retirement village sector, positioning the sector as offering stable, reliable income through accommodation and service fees.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Untold Living develops and operates Integrated Retirement Communities (IRCs) in the UK, providing luxury retirement apartments and bungalows for rent or purchase alongside on-site, CQC-registered care services. The company runs a portfolio of villages (currently Chantry Court in Westbury plus upcoming Crawley, Eastbourne, and Sundew Court in Newport), complemented by flexible trial stays, community activities, hospitality services, and maintenance-free living. Revenue is generated through recurring rental income, care and service fees, trial-stay fees, and investment partnerships within the later-living sector.

Product overview

Untold Living operates a platform of Integrated Retirement Communities (IRCs) offering luxury retirement living options. The product portfolio includes four retirement villages: Chantry Court (68-unit established village in Westbury), Crawley (upcoming in West Sussex), Eastbourne (upcoming coastal village in East Sussex), and Sundew Court (upcoming in Newport, Shropshire with 61 apartments and 16 bungalows). Accommodation options include apartments, bungalows, and luxury retirement homes available for purchase or rent. The villages typically consist of 70-120 units featuring quality amenities, social spaces, and hospitality culture with 24/7 care and support services. Short stays/trial stays allow prospective residents to experience the community before committing. All villages are operated by directly employed, CQC-registered care teams providing flexible support from occasional assistance to daily care needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Chantry Court Retirement Village Untold Living's first Integrated Retirement Community, a 68-unit village in Westbury, Wiltshire offering independent retirement living with scalable support packages, on-site care, maintenance-free living, and a friendly community atmosphere; currently undergoing extensive refurbishment.
• Crawley Retirement Village Upcoming Untold Living retirement community in Crawley, West Sussex offering a mix of countryside tranquility and convenient town amenities, with access to local shops, parks, and community events.
• Eastbourne Retirement Village Upcoming coastal retirement village in Eastbourne, East Sussex with modern seaside architecture overlooking the South Downs coast, offering modern living spaces inspired by the natural beauty of the seaside.
• Sundew Court Retirement Village Upcoming boutique retirement village in Newport, Shropshire offering 61 spacious apartments and 16 bungalows designed with comfort, convenience, and style, including 24-hour on-site care; a £20 million development.
• Luxury Retirement Homes Luxury retirement homes within Untold Living villages available for sale or rent, offering modern amenities, spacious layouts, elegance, and access to all retirement village services and amenities.
• Luxury Retirement Bungalows Luxury retirement bungalows within Untold Living villages offering privacy and independence within a community setting, with spacious living areas, well-equipped kitchens, and private garden space.
• Short Stays / Trial Stays Flexible trial stays allowing prospective residents to experience Untold Living communities, ranging from 48 hours up to six months, with full amenities, social life, and round-the-clock support during the trial.
• In-House Care Services Flexible, CQC-registered care services provided by directly employed teams across Untold Living villages, scaling from occasional assistance to daily needs and adapting to changing resident requirements.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• ARCO (Associated Retirement Community Operators)coreOthersIndustry trade body membership providing credibility and adherence to the ARCO Consumer Code. Positions Untold Living within the regulated retirement community sector and provides access to industry resources and best practices.
• Living Wage EmployerminorOthersAccreditation as a Living Wage Employer, demonstrating commitment to fair compensation for employees.
• Investors In PeopleminorOthersAccreditation demonstrating commitment to employee development and people management practices.
• Chantry Court Westbury LtdminorOthersThe management company at Chantry Court Retirement Village, sharing personal data as part of normal business operations.
• Welldeal LtdminorOthersThe lettings agent at Chantry Court Retirement Village, sharing personal data as part of normal business operations.
• Ametros Group LtdminorOthersExternal Data Protection Officer provider for Untold Living, ensuring GDPR compliance and data protection responsibilities.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Brio Retirement Living: UK retirement village operator offering independent living apartments with flexible care and hospitality services. Comparable mid-market IRC model with similar unit counts and care-inclusive positioning.
• Inspired Villages: Operator of integrated retirement villages backed by Legal & General, focused on high-quality independent living with care available. Comparable IRC operating model and premium positioning make it one of the closest peers in the UK luxury retirement living segment.
• Elysian Residences: Boutique UK luxury retirement village operator focused on premium independent living with concierge services. Closely comparable to Untold's luxury positioning and smaller-village footprint.
• Sundial Group: Independent UK retirement village operator offering traditional retirement housing with on-site care services and hospitality. Comparable mid-market positioning and multi-village operating model.
• Audley Group: Largest UK operator of luxury integrated retirement/owner-occupied villages, offering independent living with on-site care and hospitality services. Direct competitor to Untold Living's IRC model and the most established reference point for the luxury IRC segment Untold targets.
• Pegasus Homes: UK developer-operator of independent retirement living communities with on-site care and lifestyle services. Comparable IRC operating model with mid-market positioning.
• Retirement Villages: UK operator of independent retirement villages with on-site care services. Particularly relevant given that Untold Living's CEO Scott Orr previously led the carve-out of the care business from Retirement Villages, indicating direct functional and segment overlap.
• Birchgrove: UK developer-operator of purpose-built retirement communities for older renters (not buyers), offering independent living with care and hospitality. Closely comparable to Untold's rental-led model with on-site care teams.

Others

• Castleoak Group: UK developer and contractor specializing in retirement living, extra-care, and care home construction. Adjacent rather than directly competitive; relevant as a potential development partner and as a comparable specialist in building IRC assets.

Broad incumbents

• McCarthy & Stone (now part of Later Living platform): Largest UK builder and operator of retirement housing, focused primarily on age-restricted independent living apartments. Broader scale and broader independent-living focus make it a broad incumbent rather than a direct IRC peer, but it competes for the same downsizing customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/untold-living

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 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 Untold Living