TEL AVIV, Aug 5 — A network of luxury retirement complexes in Israel has reimagined what senior living should look like, trading a one-size-fits-all approach for what it calls “longevity” care built around the individual. Ad 120, which runs residential communities at the standard of five-star hotels, has undergone what executives describe as an evolutionary shift in the past three years.
The company was founded in 1992 as a network of independent living facilities. At that stage, the focus was on the collective — creating protection and stability for residents in a group environment. Today, Ad 120 is positioned as a chain of “Longevity residential complexes,” a change that has been driven by Tomer Rozenberg, who took over as chief executive officer about three years ago.
Rozenberg brought with him concepts drawn from the field both in Israel and internationally. Under his leadership, the network moved away from a model centred on the community to one centred on the individual resident. That means identifying the subjective needs of each person, then trying to improve their cognitive, physical, mental and nutritional metrics during their stay — all while keeping what the company calls a superior customer experience.
From collective care to a personal plan
The shift is not cosmetic. Ad 120 still operates senior residences for older citizens, but the operational philosophy has changed. Instead of designing programmes for a group, staff now assess what each resident needs and build around that. The stated goal is an optimal quality of life during a resident’s time in the complex.
It is a notable pivot for a company that spent decades as a more traditional independent living provider. The ownership structure remains intact, with The Shapir Group and The Phoenix holding the network, but the service model has been reshaped around a more individualised, wellness-oriented vision.
For people aged 80 and over, the company argues, longevity means something different from what it means for younger people. The wider longevity movement talks about extending lifespan — adding more years. But in this context, the emphasis is on quality of life rather than mere lifespan extension. The care is individualised, not generic.
A different kind of longevity
The encouraging part, from the network’s standpoint, is that residents are no longer being managed as a collective. Each person’s physical and mental wellbeing is tracked individually, and the approach extends to nutrition and cognitive health. But it is still early days for many of these programmes, and families evaluating such a community should probably ask specific questions about how individualised care is actually delivered on a daily basis.
As with any major decision about senior living, it is wise to talk to a doctor or a care professional before committing. The company’s concept is clear on paper — but how it translates into everyday life for an 80-year-old resident is something that deserves careful, personal consideration.
The broader shift in assisted living, as illustrated by Ad 120’s trajectory, suggests the industry is moving toward a more customised model for the oldest seniors. What remains to be seen is whether the individualised approach can deliver on its promises of improved cognitive, physical, mental and nutritional outcomes over time.
