SHN+ Report: WelltowerLIVING’s Active Adult and Middle Market Strategy

An Inside Look at How One of Senior Living’s Biggest Players is Making a Foray into the Active Adult Market

With the always-expanding need for middle-market rental options, any new initiative is newsworthy. So in February 2020 when Welltower (NYSE: WELL) announced welltowerLIVING—a new brand providing affordable 55+ active adult rental apartments with rents starting at about $1,000—the market took notice.

WelltowerLIVING promises to “fulfill the unmet need for purpose-built wellness and social-focused private-pay housing that is affordable for moderate-income seniors, many of whom will be Medicare eligible,” according to quotes attributed to Ayesha Menon, Welltower SVP – Strategic Investments, in a press release dated February 2020.

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