Senior Housing News March 11, 2025
One of the largest senior living nonprofits in the U.S. has taken a new name – all in an effort to match the organization’s focus in 2025, the organization’s CEO told Senior Housing News.
Last week, the Brentwood, Missouri-based organization formerly known as Lutheran Senior Services rebranded to EverTrue in a bid to aid its brand recognition efforts and reflect its efforts to meet the “different expectations” of the incoming baby boomer generation. The company also updated its website with the rebrand.
Spurring on the rebrand is the fact that incoming older adults will not simply desire “provision of care” from senior living operators but also help with “pursuing the things they’re passionate about,” according to CEO Adam Marles.
“We...
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