Featherstone At Hickory Hill

What Featherstone At Hickory Hill does

Featherstone At Hickory Hill (now operating as StoryPoint Hickory Hill) is a single-site senior living community located in Iowa City, Iowa, offering Assisted Living and Memory Care services to older adults. The community is a wholly-owned subsidiary of StoryPoint Group, a Brighton, Michigan-based senior living operator founded in 1984 that runs more than 100 communities across nine U.S. states (Illinois, Indiana, Iowa, Kentucky, Massachusetts, Michigan, Ohio, Tennessee, and Wisconsin) and serves more than 12,000 seniors. Operationally, the community functions within the parent's standardized care, staffing, and back-office platform rather than as an independent operator.

The community's core offering is residential assisted living combined with specialized memory care for residents with dementia and related cognitive conditions, delivered through licensed clinical staff on-site. Technology integration includes the deployment of SafelyYou's AI-powered fall detection and prevention system, which uses video analytics to alert staff in real time when a resident fall is detected. The community benefits from the parent group's marketing scale, including StoryPoint's TikTok presence (176,000+ followers, 6M+ likes) used as a consumer acquisition channel for senior living prospects — an unusually aggressive digital motion in the category.

The business model is a private-pay, monthly-fee residential care model typical of U.S. assisted living. Residents (or their families) pay recurring monthly fees that include housing, meals, personal care assistance, and access to memory care programming; Iowa's average assisted living price benchmark is approximately $5,183 per month, with memory care typically priced at a premium. Revenue is generated from a distributed base of individual residents rather than enterprise contracts, and the community is operated on a for-profit basis under private ownership. The 2024 rebrand from Featherstone at Hickory Hill to StoryPoint Hickory Hill aligned the local brand identity with the parent's national footprint and was accompanied by recognition of StoryPoint Group as the #1 Senior Living Provider by A Place for Mom for three consecutive years.

Name

Featherstone At Hickory Hill

Legal name

StoryPoint Group

Website

https://featherstoneliving.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

StoryPoint Hickory Hill is an Iowa City senior living community operated by StoryPoint Group, offering Assisted Living and Memory Care services to older adults within a 100-plus community, nine-state parent platform.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities (623311), Nursing and Residential Care Facilities (623)

SIC

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

akta.pro primary industry

Memory Care Units within Assisted Living Communities (HLADACAB)

Keywords

• Assisted living services
• Memory care services
• Senior living community
• Residential care facility
• Personalized elder care

Headquarters

HQ city

Iowa City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Senior Living Residential Services: Monthly residential fees covering room and board, meals, housekeeping, activities, and personal care assistance in assisted living and memory care settings. Services are tailored to individual resident needs with flexible support levels.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

StoryPoint Hickory Hill (formerly FeatherStone at Hickory Hill) is a senior living community offering Assisted Living and Memory Care to older adults in Iowa City, Iowa. Residents receive 24-hour personalized support including medication management, daily activity assistance, and appointment coordination, complemented by chef-prepared restaurant-style dining, on-site amenities, housekeeping, and a Resident & Family Portal. Care adapts as resident needs evolve, with specially trained employees and intentional programming for those experiencing dementia or other memory impairments.

Product overview

StoryPoint Hickory Hill (formerly FeatherStone at Hickory Hill) is a senior living community offering two core living options: Assisted Living and Memory Care. The community provides 24-hour personalized support with daily activities, medication management, and care coordination that adapts as residents' needs change. Supporting these core offerings are dining services featuring chef-prepared meals, activities and amenities programs, and housekeeping. The community also provides a Resident & Family Portal for digital access to services. Together, these products create a continuum of care designed around each resident's preferences, routines, and life story.

Differentiator

Problem solved

Functional benefit

Products and services

• Assisted Living Residential assisted living service providing 24-hour assistance with medication management, daily activities, and appointment coordination for seniors needing help while maintaining independence. Includes housekeeping, meals, activities, and access to on-site amenities.
• Memory Care Licensed and secured memory care neighborhood for seniors with dementia or other memory impairments. Includes specially trained employees, intentional programming, unique community features, and SafelyYou AI-enabled fall detection technology.
• Personalized Dining Experience Restaurant-style dining service featuring chef-prepared meals made from scratch daily using locally-sourced ingredients, with creative dishes based on resident preferences and feedback.
• Activities & Amenities Program Abundant amenities, enriching activities, and social programs designed to be stimulating, fulfilling, and delightful, tailored to residents' preferences and interests. Includes on-site beauty salon, library, business center, and pet-friendly environment.
• Housekeeping Services Regular housekeeping service handling daily chores and maintenance so residents can spend their time on activities that bring them happiness.

Quantifiable outcome

• Up to 80% fewer fall-related ER visits with SafelyYou technology

Named customers3 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

Feature2 records

Partnerships

One partnership is on record.

• SafelyYoucoreTechnology or IntegrationSafelyYou is an AI-enabled fall detection technology provider that offers advanced in-room cameras, wearable alert devices and smart sensors. StoryPoint Group is one of the first senior living providers in the country to invest in this cutting-edge safety technology. The partnership enables up to 80% fewer fall-related ER visits, faster response times with instant alerts, and reduced risk of injury with early intervention.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Life Care Services: Manages a large portfolio of senior living communities including continuing care retirement communities and assisted living. Comparable business model and resident profile to the StoryPoint Group communities including Featherstone At Hickory Hill.
• Atria Senior Living: Privately held senior living operator offering assisted living and memory care communities with a comparable personalized-care and amenity-rich positioning. Operates many purpose-built communities similar in size and service mix to Featherstone At Hickory Hill.
• Enlivant: Senior living company focused primarily on assisted living and memory care communities across the U.S. Directly comparable core service offerings to Featherstone At Hickory Hill.
• Sunrise Senior Living: Senior living provider with a strong emphasis on assisted living and memory care, including a recognized memory care program. Directly comparable service mix and resident profile to Featherstone At Hickory Hill.
• Senior Lifestyle: Family-owned senior living operator offering assisted living and memory care across multiple states. Comparable mid-sized community operating model to Featherstone At Hickory Hill.
• Five Star Senior Living: Operates senior living communities offering independent living, assisted living, and memory care. Comparable in scale of individual communities and service tiers to the Featherstone At Hickory Hill offering.
• Belmont Village Senior Living: Operator of upscale assisted living and memory care communities with strong programming and amenities. Comparable positioning to Featherstone At Hickory Hill in the premium assisted living tier.
• Sonata Senior Living: Operates assisted living and memory care communities with a comparable personalized service model. Similar in scale and resident profile to individual StoryPoint Group communities.

Emerging players

• Anthem Memory Care: Specialized memory care-only operator with communities across multiple states. Comparable to Featherstone At Hickory Hill's memory care neighborhood but with a narrower, memory-care-only focus.

Broad incumbents

• Brookdale Senior Living: Largest U.S. senior living operator with a portfolio spanning independent living, assisted living, and memory care across the country. Directly comparable to Featherstone At Hickory Hill on core service offerings, though at far greater scale and as a public company.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/StoryPointGroup
• TikToktiktok.com/@storypointgroup
• LinkedInlinkedin.com/company/featherstone-at-hickory-hill

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 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 Featherstone At Hickory Hill