Liberty Senior Living Gears Up For Expansion After Naming Coo, Creating New Cio Role

Liberty Senior Living is growing and expanding its leadership team, setting the company up for further growth in the coming years.

The Wilmington, North Carolina-based operator hired Max Newland as its chief investment officer in July and Robert Goyette as its chief operations officer earlier this month. The CIO role was a recent creation for the company, according to President Will Purvis.

Newland is no stranger to working with Liberty Senior Living and has worked with Purvis on deals since 2016. His hiring “frees up my CFO and myself working with capital, debt and equity investors and finding new opportunities to invest in,” Purvis added.

Goyette is the first operations executive in the company’s history who does not have to run a building, Purvis said. In his new role, he will help the operator build scalable systems and operating standards with a specific focus on providing “structure and tools that help teams succeed,” such as performance dashboards and business intelligence.

With a newly bolstered C-suite, Liberty is embarking on a strategy of rent growth and expense management via keeping agency staffers out of managed communities and increasing staff tenure.

The revamped leadership team also puts Liberty in a position for more growth. Currently, the operator has a portfolio consisting of 23 communities, 16 of which it developed. The company is looking to continue developing new communities despite current difficulties such as high interest rates, along with expanding several of its campuses to add new units and renovate acquired properties.

The operator seeks to break ground on a new continuing care retirement community (CCRC) in Charleston, South Carolina later this year and anticipates getting shovels in the ground on at least one additional project early next year.

“There’s a lot of capital out there … less debt and equity for new greenfield development, but, things are pretty good,” Purvis said. “It looks like ‘26 is going to be pretty good, but we’re certainly seeing the banks are more active, and there’s a lot of investment capital out there as well.”

Alongside development, Liberty’s growth strategy involves acquiring and renovating communities, including investing $10 million in renovations for The Carlisle Palm Beach, which was acquired in March. ”

Alongside hiring anew, Liberty is continuing to promote from within, which has been a focus for the company over the years. Goyette to his new role with him a skillset that didn’t exist within the company with his background as the COO of Bridge Investment Group, COO of Harmony Senior Services and COO of Carillon Assisted Living, Purvis said.

The company is also looking to expand its technology personnel with the hiring of a business intelligence analyst while involving more use of Power BI, Microsoft’s business intelligence platform.

“We make our money by creating value for ourselves and our investors in the building, so we want to be sure we have the home office team to support them,” Purvis said. “I feel like there’s a long runway in senior living, and I’m excited to have these folks as part of the team, as we continue to grow.”

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