One of many largest senior residing nonprofits within the U.S. has taken a brand new identify – all in an effort to match the group’s focus in 2025, the group’s CEO informed Senior Housing Information.
Final week, the Brentwood, Missouri-based group previously generally known as Lutheran Senior Companies rebranded to EverTrue in a bid to assist its model recognition efforts and mirror its efforts to fulfill the “totally different expectations” of the incoming child boomer era. The corporate additionally up to date its web site with the rebrand.
Spurring on the rebrand is the truth that incoming older adults is not going to merely want “provision of care” from senior residing operators but additionally assist with “pursuing the issues they’re captivated with,” in accordance with CEO Adam Marles.
“We wanted a model that may mirror our capacity to essentially ship on these expectations in a more practical method, whereas additionally holding true to our legacy and to our heritage,” Marles informed SHN.
Surveys and focus teams with present and potential residents, workers, donors, distributors, company companions and others helped inform the group’s rebranding effort. In line with Marles, the group’s earlier identify had led to some confusion prior to now relating to whether or not one needed to belong to the Lutheran religion to work or stay there.
“Our identify was creating limitations to entry for each employer staff and residency shoppers, and that was the impetus,” Marles stated. “That was the impetus. It was having a look on the knowledge, having a look on the anecdotal proof, and saying, ‘There’s a possibility right here for us to do higher.”
EverTrue has spent the final yr pivoting towards its new chapter. Slightly fewer than 12 months in the past, the group mixed with Diakon, a Lutheran-aligned senior residing operator primarily based in Pennsylvania, rising its footprint to a dozen life plan communities, one assisted residing group and 9 inexpensive senior housing communities.
Exterior of its actual property footprint, EverTrue additionally affords home- and community-based providers by its “Wherever Care” service line.
Present development plans embrace a brand new group at present below development and an impartial residing growth underway at one EverTrue campus, each anticipated to be accomplished in early 2026. The group additionally lately kicked off a master-planning course of to overview and replace its life plan group portfolio with an eye fixed on the subsequent 15 years.
The group will proceed to pursue acquisitions, partnerships and affiliations in 2025, Marles added.
“We’re a company that’s within the midst of some important development,” Marles stated. “We grew top-line income by 50% in 2024 by three acquisitions, and as that development continues, that shall be mirrored within the growth of our model recognition with the brand new identify.”
