What Merrill Gardens’ Truewood Launch Means for Middle-Market Senior Living

Almost two years ago exactly, “The Forgotten Middle” report quantified the enormous, imminent demand for senior living at a middle-market price point.

Since that time, many providers have set their sights on this part of the market. But most of their early-stage work has been done behind closed doors, with only occasional hints as to the specifics of their emerging middle-market models.

But this month, Merrill Gardens became one of the first large operators to officially launch a new middle-market brand, Truewood.

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