PRINCIPLE LIVING LIMITED
Principle Living Limited is an Australian retirement and land lease community developer with four projects in the Hunter region of New South Wales, combining aged care expertise with property development to deliver home ownership, site-fee tenure, and coordinated care services to retirees.
- Company typePrivate
- Founded2020
- HeadquartersSeaside, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What PRINCIPLE LIVING LIMITED does
Principle Living Limited is an Australian retirement and land lease community developer operating in the Hunter region of New South Wales, headquartered in Maryville. The company is a partnership between the Mann Family, founders of myHomecare, and Stevens Group, which brings more than 40 years of property development experience, combining aged care expertise with large-scale residential delivery. Principle Living develops, sells, and operates integrated seniors housing communities that pair home ownership with coordinated care and lifestyle services.
The company's portfolio comprises four communities in the Hunter region: Blueheath (112 homes in Medowie, targeted for completion in June 2026), The Hermitage (300 homes in Cessnock, a $200 million land lease project with first homes expected early 2027), The Darcy (160 homes in Rutherford), and The Apperly (172 homes in Fern Bay, approved at the Newcastle Golf Club site), totaling approximately 744 potential homes. The core operating model is a land lease structure: residents own their home, pay a monthly site fee, retain 100% of any capital gain on sale, and are not charged exit fees. Homes are priced in the A$740,000 to A$905,000 range. A complementary service layer, branded myRetirement, delivers move-in management, care navigation, wellbeing coordination, and concierge services, supported by a dedicated app launching in July 2026 through Pluss Communities and a care services partnership with BaptistCare.
Revenue is generated through two streams: one-off home sales across the four communities and recurring monthly site fees, with go-to-market executed through on-site sales offices and regional brand partnerships, including a current brand ambassador arrangement with Newcastle Knights Head Coach Justin Holbrook. Principle Living is a private partnership with no institutional capital raised to date. Industry recognition in 2025 includes finalist status at the UDIA, Property Council of Australia, and National Retirement Living Awards, with co-founder Sue Mann nominated as a 2026 Senior Australian of the Year finalist.
PRINCIPLE LIVING LIMITED firmographics
Firmographics- Name
- PRINCIPLE LIVING LIMITED
- Legal name
- Principle Living
- Website
- https://principleliving.com.au
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Principle Living Limited is an Australian retirement and land lease community developer with four projects in the Hunter region of New South Wales, combining aged care expertise with property development to deliver home ownership, site-fee tenure, and coordinated care services to retirees.
- Ownership category
- akta.pro rank
PRINCIPLE LIVING LIMITED industry classification
Industry- Product category
- Retirement Living
- NAICS
- Continuing Care Retirement Communities (623311), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Assisted Living Facilities for the Elderly (623312), Residential Property Managers (531311), Lessors of Real Estate (5311)
- SIC
- Land Subdividers & Developers (No Cemeteries) (6552), Real Estate Agents & Managers (For Others) (6531), Lessors Of Real Property, Nec (6519)
- akta.pro primary industry
- Independent Living Community Development & Construction (Senior Housing Developers) (HLADAAAH)
- akta.pro secondary industries
- Senior Living Property Management (BPAJAGAI), Market-Rate Independent Living (Private Pay) Communities (HLADAAAA), Senior & Assisted Living Residential Property Management (BPAJAFAE)
Keywords
Where PRINCIPLE LIVING LIMITED is headquartered
LocationHeadquarters
- HQ city
- Seaside
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
PRINCIPLE LIVING LIMITED business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- Retirement Village Home Sales: Home sales in retirement villages where residents purchase homes within the community. The company retains ownership of the land and communities are governed under the Retirement Villages Act. Residents pay upfront costs and ongoing costs for community services and maintenance.
- Land Lease Community - Home Ownership: In land lease communities, residents own their homes outright and pay a monthly site fee to lease the land. Residents retain 100% of any capital gain when selling. No exit fees or deferred management fees apply. This model provides equity release for downsizers.
- MyRetirement Services: Bespoke service offerings including Move-in Management, Care Navigation, Wellbeing Co-ordination, and Concierge Services provided to residents. Services are tailored to individual needs and may include both complimentary and fee-based components.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Tanilba design - 2 bed, 2 bath, 1 car - Compact downsizer's retreat |
| One time/ perpetual license | Pay-as-you-go | Kingsley design - 2 bed, 2 bath, 1 car - Flexible multi-purpose room |
| One time/ perpetual license | Pay-as-you-go | Stockton design - 2 bed, 2 bath, 2 car - Move-in ready |
| One time/ perpetual license | Pay-as-you-go | Nelson design - 3 bed, 2 bath, 2 car - Final stage premium |
| Subscription | Monthly | Land Lease Community - Site Fees |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
PRINCIPLE LIVING LIMITED product offering
Product offeringCore offering
Principle Living develops and operates retirement villages and land lease communities for retirees and downsizers in the Hunter region of NSW, Australia. The company sells purpose-built homes, offers land lease tenure that excludes stamp duty and allows residents to retain capital gains, and provides the MyRetirement service suite (care navigation, wellbeing coordination, and Move In/Care Support services) alongside a myRetirement community app.
Product overview
Principle Living Limited operates as a retirement and land lease community developer in the Hunter region of NSW, Australia. The company offers four distinct retirement/lifestyle communities: Blueheath (112-home retirement village in Medowie), The Hermitage (300-home land lease community in Cessnock), The Darcy (160-home retirement village in Rutherford), and The Apperly (172-home retirement village at Newcastle Golf Club). All residents receive access to MyRetirement, a comprehensive service program comprising Move-in Management, Care Navigation, Wellbeing Co-ordination, and Concierge services. The portfolio also includes a BaptistCare partnership for home care support. Individual home designs at Blueheath include Tanilba, Stockton, Nelson, and Kingsley models ranging from $740,000 to $905,000.
Differentiator
Problem solved
Functional benefit
Brands
- MyRetirement: Bespoke service offering for residents including move-in management, care navigation, wellbeing coordination, and concierge services.
- Blueheath
- The Hermitage
- The Darcy
- The Apperly
Products and services
- Blueheath Retirement Village
Quantifiable outcome
- 100% capital gain retention for land lease residents
- +4 more outcomes
Companies that use PRINCIPLE LIVING LIMITED
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles1 record
PRINCIPLE LIVING LIMITED technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
PRINCIPLE LIVING LIMITED partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and supporting.
- BaptistCarecorePrinciple Living partnered with BaptistCare, one of Australia's most trusted not-for-profit care providers with over 80 years of experience, to deliver home care and support services to residents. BaptistCare provides a Care Advisor at the Blueheath Care Hub on a fortnightly basis, assists with My Aged Care registration, and delivers services including housekeeping, personal care, clinical nursing, and allied health. The partnership is a cornerstone of the MyRetirement Care Navigation service. There is no financial arrangement between Principle Living and BaptistCare - the partnership is built entirely around better outcomes for residents.
- Newcastle KnightssupportingNewcastle Knights Head Coach Justin Holbrook was appointed as Principle Living's inaugural brand ambassador. A former Knights player and well-known figure in Australian rugby league, Justin brings strong connection to the Hunter region and its community. His role focuses on raising awareness of retirement living options and connecting with the local community beyond football.
- Daracon GroupcoreDaracon Group, one of NSW's most respected civil construction companies with more than 40 years of experience delivering complex infrastructure and earthworks projects across the Hunter region, was appointed as civil contractor for The Hermitage land lease community. The appointment reflects Principle Living's commitment to working with proven, high-quality partners as The Hermitage moves from planning into delivery.
- Pluss CommunitiessupportingThe myRetirement App was developed through the Pluss Communities platform, a digital community platform designed for connected seniors living. The platform delivers practical everyday benefits while supporting active lifestyle engagement.
- Studio DuocoreArchitect and Interior Designer Angelique Perak of Studio Duo is a long-term collaborator with Principle Living, working alongside the business to develop human-centred design elements at communities including Blueheath at The Bower in Medowie and The Hermitage Hunter Valley. Her focus on meeting technical requirements while understanding how homes need to support people through different stages of life is reflected throughout Principle Living residences.
Scale indicators8 records
Recent moves10 records
Expansion highlights5 records
PRINCIPLE LIVING LIMITED competitors and assessment
Company assessmentBroad incumbents
- Stockland Retirement Living: Diversified Australian property developer with a dedicated Retirement Living business operating 70+ villages nationally. Comparable as a master-planned retirement developer and operator, though embedded within a much larger industrial, retail, and residential platform.
- Lendlease Retirement Living: Retirement living arm of global property and infrastructure group Lendlease, operating retirement villages across Australia. Comparable as a masterplanned retirement village developer-operator with embedded health and care offerings, though embedded within a much larger diversified builder.
- Ingenia Communities: ASX-listed operator of rental, land lease, and retirement communities across Australia. Overlaps with Principle Living on land lease economics, age-targeted communities, and operator-led services, while also having a much broader rental parks portfolio.
Direct peers
- Arcare: Family-owned Australian operator combining retirement villages with on-site aged care residences. Highly comparable vertically integrated care + community model and similar family-led ownership culture.
- Gateway Lifestyle Group: Operator of residential land lease and caravan communities across Australia. Directly comparable on the land lease operating model (home ownership + monthly site fees) that underpins Principle Living's Hermitage community.
- Aveo Group: Australia's largest retirement living owner and operator with 90+ communities across the country. Directly comparable business model of developing, owning, and operating retirement villages with onsite services; primary national competitor for retirement village customers and zoning/land in regional growth corridors.
- Living Choice: Privately held developer-operator of retirement villages along the Australian east coast (NSW, QLD, VIC). Closely comparable mid-sized operator to Principle Living with similar focus on architect-designed homes, resort-style amenities, and integrated care partnerships.
- Lifestyle Communities: ASX-listed developer of land lease and retirement communities focused on affordable, downsizer-friendly homes. Highly comparable to Principle Living's Hermitage land lease model (100% capital gain retention, no exit fees) and operates a similar single-property-type portfolio strategy.
Regional players
- IRT Group: Not-for-profit operator of retirement villages and aged care centres in NSW and other states. Comparable as an integrated retirement village + care provider with regional NSW presence, but mission-driven and not-for-profit in contrast to Principle Living's commercial model.
Others
- BaptistCare: Not-for-profit aged care and home services provider with 80+ years of history and a current strategic care partnership with Principle Living's Blueheath. Comparable as an ecosystem participant and a potential partner/acquirer in adjacent care services, not a direct retirement village competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PRINCIPLE LIVING LIMITED social profiles
Digital presencePRINCIPLE LIVING LIMITED compliance and trust
Trust signalCompliance1 record
PRINCIPLE LIVING LIMITED financial estimates
Financial estimateRevenue estimate
Valuation estimate
PRINCIPLE LIVING LIMITED leadership team
Management profileNumber of profiles
Profiles8 records
PRINCIPLE LIVING LIMITED funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PRINCIPLE LIVING LIMITED M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PRINCIPLE LIVING LIMITED
What does PRINCIPLE LIVING LIMITED do?
Principle Living develops and operates retirement villages and land lease communities for retirees and downsizers in the Hunter region of NSW, Australia. The company sells purpose-built homes, offers land lease tenure that excludes stamp duty and allows residents to retain capital gains, and provides the MyRetirement service suite (care navigation, wellbeing coordination, and Move In/Care Support services) alongside a myRetirement community app.
Is PRINCIPLE LIVING LIMITED a public or private company?
PRINCIPLE LIVING LIMITED is a private company. It is classified as family owned and is currently operating.
When was PRINCIPLE LIVING LIMITED founded?
PRINCIPLE LIVING LIMITED was founded in 2020. It employs 1 to 10 people.
Where is PRINCIPLE LIVING LIMITED based?
PRINCIPLE LIVING LIMITED is headquartered in Seaside, United States, in the North America region.
How does PRINCIPLE LIVING LIMITED make money?
Three revenue lines are on record. Retirement Village Home Sales are the primary driver. The others are land Lease Community - Home Ownership and myRetirement Services.
Who are PRINCIPLE LIVING LIMITED's main competitors?
Broad incumbents on record are Stockland Retirement Living, Lendlease Retirement Living and Ingenia Communities. Direct peers are Arcare, Gateway Lifestyle Group, Aveo Group, Living Choice and Lifestyle Communities. IRT Group is listed as a regional player. BaptistCare is listed as an others.
Does PRINCIPLE LIVING LIMITED have an API?
No public API is recorded for PRINCIPLE LIVING LIMITED.
What industry is PRINCIPLE LIVING LIMITED in?
PRINCIPLE LIVING LIMITED's product category is Retirement Living. Its primary akta.pro industry code is HLADAAAH, Independent Living Community Development & Construction (Senior Housing Developers), with a secondary code of BPAJAGAI, Senior Living Property Management. Its NAICS code is 623311 and its SIC code is 6552.