The biggest growth opportunity in senior living isn’t at the luxury end of the market — it’s in the middle. As affordability pressures rise and expectations evolve, more older adults are looking for options that feel intentional, flexible and human, without the price tag or tradeoffs of traditional models. Yet much of the industry still isn’t designed to meet them where they are.
That tension was the focus of a recent conversation on Varsity’s weekly Roundtable, where we welcomed Matt Thornhill of Cozy Home Community for a thoughtful discussion on rethinking senior living for the middle market. Below are a few Fresh Perspectives from his discussion.
PEOPLE DON’T WANT “SENIOR LIVING,” THEY WANT A BETTER NEXT CHAPTER
Most older adults delay moving because today’s options feel like a concession, not a choice. Communities that position themselves as proactive lifestyle upgrades — not reactive care solutions — unlock demand years earlier.
CONTROL BEATS INDEPENDENCE EVERY TIME
Boomers aren’t clinging to independence, they’re protecting agency. Rigid schedules, programmed fun, and institutional rhythms erode appeal. The future belongs to models that let residents pilot their own day while still offering support.
THE ‘FORGOTTEN MIDDLE’ IS A DESIGN PROBLEM, NOT JUST A FINANCIAL ONE
Middle-market senior living doesn’t fail because of demand — it fails because it’s designed like scaled-down luxury or dressed-up affordability. Right-sized homes, shared resources, and smarter delivery models solve more than subsidies ever will.
COMMUNITY DOESN’T HAPPEN BY ACCIDENT, IT HAS TO BE ENGINEERED
Porches that face inward, smaller clusters, shared pavilions, and intentional onboarding tools all do the heavy lifting. If connection is left to chance, isolation wins. Design is the first community manager.
OWNERSHIP ISN’T THE GOAL, FLEXIBILITY IS
Whether rental or ownership, what matters is removing friction and risk. Nonprofit-owned, rental-first models lower the barrier to entry while still delivering stability, dignity, and real “home” energy.
SERVICES SCALE WHEN PEOPLE CLUSTER
Aggregating residents makes care coordination, wellness services, and even meals more affordable and efficient. Senior living delivered as a service, not a destination, flips the cost equation and expands access.
THE NEXT WAVE OF SENIOR LIVING WILL BORROW FROM EVERYWHERE ELSE
Universities, churches, municipalities, and healthcare systems aren’t competitors — they’re partners. Adaptive reuse, shared land, and co-branded ecosystems will drive growth faster than standalone campuses ever could.
Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.
