There’s a new name in the affordable housing industry—HumanGood.

ABHOW (American Baptist Homes of the West) and, which announced that they would team two years ago, have officially united under the new brand to become one of the largest nonprofit senior housing and service providers in California. The new name also covers ABHOW’s affordable housing arm, Beacon Communities.

John Cochrane
John Cochrane

However, Beacon Communities’ subsidiary, Seattle-based Beacon Development Group, will retain its long-standing name.

“What you’re seeing increasingly in the industry is more brand development that I think does a better job of communicating mission and the business we’re in,” says Dan Hutson, chief strategy officer. “It’s more aligned with the customers we serve.”The prior names did not reflect all that the firms did, according to Hutson.

“It’s a brand platform that gives us flexibility and opportunity for growth as we explore new potential products and services and as we look at how do we innovate within our existing products,” he says.

HumanGood is led by CEO John Cochrane, who said the nonprofit will focus on three main pillars—reimagining senior living communities to be more transformative, meeting the demand for affordable housing, and creating new products to deliver “purposeful living.”

The organization serves about 10,000 residents in 80 communities. This includes primarily affordable housing developments and 18 continuing-care retirement communities with the remainder in Arizona, California, Idaho, Nevada, and Washington.