PRINCIPLE LIVING LIMITED

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.

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

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

• Retirement villages
• Land lease communities
• Downsizer homes
• Retirement living
• Aged care services

Headquarters

HQ city

Seaside

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Infrastructure, Others

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core 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

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• BaptistCarecoreStrategic or Co-development Partner · 3 June 2026Principle 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 KnightssupportingGTM or Marketing Partner · 13 May 2026Newcastle 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 GroupcoreImplementation/ SI/ Consulting Partner · 6 February 2026Daracon 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 CommunitiessupportingTechnology or IntegrationThe 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 DuocoreStrategic or Co-development PartnerArchitect 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

Broad 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

• Facebookfacebook.com/principlelivingvillages
• LinkedInlinkedin.com/company/principle-living
• Instagraminstagram.com/principlelivingvillages

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 PRINCIPLE LIVING LIMITED