Liberty Senior Living
Liberty Senior Living, founded in 1990 when the McNeill family purchased their first nursing home, has evolved into a prominent regional senior care operator managing over 29 communities across North Carolina, South Carolina, Tennessee, Florida, Louisiana, and Virginia. Under the leadership of President Will Purvis and backed by fourth-generation family ownership led by CEO John A. McNeill Jr., the company has experienced significant expansion, growing from two communities in 2010 to 21 campuses by 2025, with several additional projects under development. Headquartered in Wilmington, North Carolina, Liberty represents over 150 years of healthcare heritage dating back to the McNeill brothers' 1875 pharmacy founding.
The company's signature INSPIRE wellness program reflects Liberty's comprehensive Mind and Body philosophy, emphasizing optimal health achievement across physical, nutritional, spiritual, social, and intellectual dimensions. Through a strategic partnership with NASM (National Academy of Sports Medicine) and AFAA (Athletics and Fitness Association of America), Liberty has positioned itself as a leader in the senior fitness industry, providing enhanced training opportunities and continuing education for staff. This wellness-focused approach extends throughout their continuum of care, which includes independent living, assisted living, memory support, skilled nursing, rehabilitation services, and Life Plan communities offering aging-in-place capabilities.
Liberty's care philosophy centers on person-centered care delivered through The Liberty Way, viewing themselves as an extended family who honors each individual's life experiences, choices, and routines. Their clinical teams develop individualized care plans utilizing an integrative communication system between Health Centers, rehabilitation departments, and on-site Medical Directors. The organization provides comprehensive rehabilitation services through in-house physical, speech, and occupational therapists, featuring enhanced therapies including diathermy, ultrasound for pain reduction, electrical stimulation, and Activities of Daily Living Suites for real-world skills practice.
Recent strategic initiatives demonstrate Liberty's commitment to innovation and growth, including the 2025 appointments of Robert Goyette as Chief Operations Officer and Max Newland as Chief Investment Officer to support expansion efforts. The company has invested heavily in acquisitions and renovations, including a million renovation of The Carlisle Palm Beach, while testing unique ownership models at new developments in Charleston, South Carolina. With Hayes Barton Place CCRC opening in Raleigh and additional projects planned, Liberty continues pursuing both acquisition and development strategies. The organization has earned national recognition for continuing care retirement community design and fitness/wellness operations, maintaining its founding values of quality, honesty, and integrity while adapting to evolving senior care market dynamics.

























