PLEASANTON, Calif. — Cornerstone Affiliates, the parent company of major West Coast nonprofit operators ABHOW and be.group, will merge all its brands under one new name, HumanGood.
The announcement was made at the company’s 2017 annual meeting in Santa Clara. Other brands under Cornerstone’s umbrella include Beacon Communities and Seniority Inc., though Senior Quality Lifestyles Corp. announced in November 2016 that it plans to purchase the Seniority Inc. brand.
ABHOW and be.group merged in May 2016, forming Cornerstone Affiliates as a result, but continued to operate under independent brands. The merged company created the largest nonprofit seniors housing operator in California. At the time of the merger announcement, the companies totaled a combined 9,800 residents in 83 communities across California, Arizona, Nevada, Washington and Oklahoma.
The goals of the new brand, according to a press release from Cornerstone, are to:
- Reimagine and redesign the CCRC model
- Develop innovative and scalable affordable housing solutions
- Create new products and services for seniors.
“A name change is only one small part of becoming HumanGood,” says John Cochrane, Cornerstone CEO. “A brand is a powerful touchpoint that helps guide us in our actions.”
The name change will occur on June 1.