The housing demand among the elderly is expanding from a focus on leisure and living convenience to comprehensive healthcare and caregiving services. Leveraging 25 years of accumulated operational experience from Samsung Noble County, Samsung Life is responding to changing senior demands and exploring new business opportunities.

According to the insurance industry on the 24th, Samsung Life is expanding its senior housing and nursing care business through Samsung Noble Life, a 100% subsidiary established last year. Samsung Noble Life completed the acquisition and integration process of Samsung Noble County—previously operated by the Samsung Life Public Welfare Foundation—earlier this year, and has reorganized its structure to develop new businesses.

Having opened in 2001, Samsung Noble County has experienced shifting trends in the age groups and service demands of its residents over its 25 years of operation. In its early days, the facility primarily attracted relatively active older adults in their late 60s to early 75s, whose main interests centered around meals, housekeeping support, and sports and cultural activities.

In contrast, recent years have seen an increase in demand from older-old residents, strengthening the emphasis on healthcare and caregiving services. To match these shifts, Samsung Noble County features a Continuing Care Retirement Community (CCRC) model that operates a retirement village and a nursing home together. This approach provides services tailored to the residents' health conditions and needs—from periods of independent living to stages requiring intensive care.

Another notable feature is the multi-generational living environment. The complex includes a daycare center and a sports club for young children, utilized by approximately 250 local infants and toddlers. As children are active throughout the complex, it avoids feeling like a space isolated for the elderly, instead creating an atmosphere resembling a neighborhood where multiple generations live together.

This accumulated operational experience serves as the foundation for driving new senior housing and care services. Samsung Noble Life has newly established a New Business Promotion Team, responsible for new facility development and business diversification, and a Research & Development (R&D) Center to develop senior housing and care-related products and services.

Recently, the company also engaged in external cooperation by signing a Memorandum of Understanding (MOU) with Samsung C&T Corporation's Engineering & Construction Group to expand elderly residential facility businesses. The two companies plan to jointly discover business opportunities for the new development and remodeling of elderly residences and nursing homes offering professional nursing and care services. Samsung C&T will apply senior-optimized design, construction, and the AI-based lifestyle solution "Evering," while Samsung Noble Life will be in charge of facility operation and care services.

In particular, the companies are reviewing models to provide care services even within general apartment housing, moving beyond conventional facilities exclusively for the elderly. The intent is to enable older adults to receive necessary care while continuing to live in their familiar residential environments.

Technological cooperation is already underway at Samsung Noble County. Since 2024, Samsung C&T has been testing senior-optimized technologies at Samsung Noble County, including healthcare data management, AI behavior analysis, and caregiving robots. Currently, demonstrations utilizing "Evering" are also underway at the Samsung Noble County Nursing Home to reduce the workload of night-shift staff. Moving forward, Samsung Noble County is set to be utilized as a testing ground to research senior-optimized technologies and care services.

By pursuing such technological development and business expansion, Samsung Noble Life aims to use the operational experience and customer trust accumulated in its existing facilities as the bedrock for its new ventures.

An official from Samsung Noble Life stated, "Customer trust in facility operation connects to maintaining high occupancy rates and generating new customers, acting as a crucial factor for stable operations," adding, "While prioritizing the stable operation of Noble County, we will explore future directions for growth."

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