Rethinking Senior Living for the Middle Market

In this episode of Voices in Leadership, host Melissa Andrews, president and CEO of LeadingAge Virginia, talks with Laura Lamb and Megan Bradford of Episcopal Retirement Services (ERS) about the organization’s evolution and its growing commitment to serving older adults across the full economic continuum. The conversation explores ERS’s 75-year history, its expansion from a single retirement community to a multi-state organization with life plan communities, affordable living campuses, and community-based programs including Meals on Wheels and memory support services.

Laura and Megan also discuss ERS’s focus on serving the “middle market” — older adults who have too many resources to qualify for affordable housing but not enough to access traditional life plan communities. They explain how personal family experiences helped shape the initiative and outline ERS’s approach, including no entrance fees, service coordination instead of heavy staffing models, and pricing designed to remain attainable for middle-income older adults. The episode also highlights ERS’s servant leadership culture, emphasis on internal growth and promotions, the importance of strategic partnerships, and why providers should stop simply “musing” about middle market solutions and start testing new models in their own communities.

Voices in Leadership is produced by Association Briefings.