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RiverWoods: The $210M Secret of Senior Living
How a New Hampshire CCRC dominates with 622 employees and zero digital noise
In the hyper-competitive senior living market, RiverWoods Exeter isn't playing the digital acquisition game—they're building a fortress on the ground. With $209.9M in revenue and 622 employees, this New Hampshire powerhouse proves that in healthcare, trust is built face-to-face, not through SEO.
"When you're selling lifetime care, a website is just a brochure. RiverWoods' real product is trust, built through 622 hands-on caregivers."
The Life Plan Fortress
RiverWoods operates as a Continuing Care Retirement Community (CCRC)—a full-stack senior living model. Unlike point-solution startups, they own the entire continuum: independent living, assisted living, memory care, and nursing care. This isn't a product; it's a 100,000-square-foot ecosystem where residents age in place. The $209.9M revenue isn't from transactions—it's from lifetime contracts that lock in residents for decades.
The Zero-Digital Paradox
Here's the provocative truth: RiverWoods' website shows 0 monthly visits, yet they're generating $209.9M annually. While digital-first senior living startups burn cash on Google Ads, RiverWoods is doing zero digital marketing. Their acquisition engine? Referrals and reputation. Their tech stack (jQuery, Bootstrap, Vite) is functional but not flashy—they're not building a consumer app; they're building a community. This is a $200M company that treats its website like a digital business card.
The leadership team is deep with specialists: Lauren Haney (Floating Assistant Director), Heidi Savage (Director of Fitness), Jason Rego (Director of Facilities), Denis Donovan (Director of Social Services), and Liz Ford (Events & Program Coordinator). This isn't a tech startup org chart—it's a healthcare operations machine. Every role serves the physical community, not the digital product.
- Full-stack senior care: Independent → Assisted → Memory → Nursing (one campus, one contract)
- 622 employees serving a single location—hyper-local dominance
- $209.9M revenue with no visible digital footprint
- Tech stack is utilitarian: jQuery, Bootstrap, Google Analytics—built for function, not growth
- Social presence is community-focused (YouTube, Facebook, Instagram) not conversion-optimized
The Unsexy Billion-Dollar Playbook
RiverWoods proves that in healthcare, operational excellence beats digital innovation every time. They're not building a unicorn—they're building a fortress that prints $210M annually with 622 hands-on caregivers. The real lesson? Some markets don't need disruption; they need reliability, scale, and trust.
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RiverWoods Exeter, NH | RiverWoods Retirement Communities
RiverWoods Exeter CCRC, a life plan retirement living community, offers assisted living, independent living, memory care, & nursing care in NH. Contact us today!
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About riverwoodsrc.org
RiverWoods Exeter CCRC, a life plan retirement living community, offers assisted living, independent living, memory care, & nursing care in NH. Contact us today!
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