Heartland Family Service

What Heartland Family Service does

Heartland Family Service is a 501(c)(3) nonprofit human services organization founded in 1875 in Omaha, Nebraska, and operating across 20 locations in east central Nebraska and southwest Iowa. The agency delivers a coordinated portfolio of programs across three pillars — Child & Family Well-Being, Counseling & Prevention, and Housing, Safety & Financial Stability — reaching approximately 120,000 individuals and families annually through direct services, advocacy, education, and outreach. Core offerings include outpatient mental health counseling using evidence-based modalities (DBT, EMDR, CBT, PCIT, Circle of Security), substance use treatment (including the Family Works residential program for women with infants and the Matrix Model), Certified Community Behavioral Health Clinic (CCBHC) services in Iowa and Nebraska, Assertive Community Treatment (ACT), crisis response and 24/7 hotlines, the Safe Haven concealed shelter for domestic violence and sexual assault survivors, the Heartland Housing Sanctuary for trafficking survivors, rapid rehousing and permanent supportive housing, the Therapeutic School, the Integrated Health Home model, and the OnTrack first-episode psychosis program.

The underlying technology stack is intentionally lightweight and operationally focused rather than platform-driven: myEvolv serves as the core electronic health record, and the organization has recently professionalized its technology function with a 2025 hire of a Director of Technology from PayPal. Service differentiation rests on a trauma-informed care framework (Safety, Empowerment, Collaboration, Choice, Trustworthiness, Equity), COA accreditation maintained continuously since 1984, and a 150-year community presence in the Omaha-Council Bluffs metro. The organization is led by President and CEO John Jeanetta (appointed 2009) and a full C-suite including a CFO (Pauli Bishop, since Nov 2022), COO (Mary O'Neill), Chief Strategy Officer (Greg Ryan), Chief Human Resources Officer (Shamala Nadason), Chief Development Officer (Theresa Cassaday), Chief Culture Officer (Marisa Hattab), and Vice Presidents of Clinical Services and Housing & Community Well-Being.

The revenue model is diversified across four streams: charitable donations (individual, planned giving via the Lasting Legacy Society, corporate sponsorships, gala events), government grants and contracts (federal — HHS, DOJ, SAMHSA, Office for Victims of Crime, ONDCP — and state health and human services departments), United Way of the Midlands annual grants, and client fees on a sliding scale with private insurance and Medicaid/Medicare reimbursement across Nebraska and Iowa. Pricing for self-pay evaluations tops out at approximately $300, with structured OWI/DUI courses at $180 per session, and many services available at reduced or no cost for eligible clients. Go-to-market is direct service delivery through 20 sites plus community referrals from United Way, healthcare providers, schools, and law enforcement — there is no productized software or commercial channel.

Name

Heartland Family Service

Legal name

Heartland Family Service

Website

https://heartlandfamilyservice.org

Company type

Private

Founded year

1875

Operating status

Operating

Headcount range

251–500 employees

Short description

Heartland Family Service is a 501(c)(3) nonprofit founded in 1875 in Omaha, Nebraska, delivering behavioral health, housing, family support, and crisis intervention services across 20 locations in east central Nebraska and southwest Iowa, reaching approximately 120,000 individuals and families annually.

Ownership category

akta.pro rank

Product category

Human Services

NAICS

Other Individual and Family Services (624190), Temporary Shelters (624221), Child and Youth Services (62411)

SIC

Services-Social Services (8300), Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Family & Parenting Support Services (BPAGAEAC)

akta.pro secondary industries

Youth Housing, Foster Care & Wraparound Support (Education-Linked) Nonprofits (BPAGADAO), Family & Parent Support Services (Parent Coaching, Advocacy) (EDAJALAK)

Keywords

• Behavioral health services
• Mental health counseling
• Substance use treatment
• Homeless housing services
• Domestic violence services

Headquarters

HQ city

Omaha

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Donations and Charitable Giving: Individual donations, planned giving through the Lasting Legacy Society, corporate sponsorships, and event fundraising including galas and golf tournaments
2. Client Fees and Insurance: Sliding scale fees based on household income and family size; accepts insurance including Aetna, Cigna, Medicare, Midlands Choice, Optum/United Healthcare, Tricare, Blue Cross Blue Shield, Wellmark, and Medicaid plans from Nebraska and Iowa
3. Government Grants and Contracts: Funding from federal sources including Office for Victims of Crimes, U.S. Department of Justice, U.S. Department of Health and Human Services, as well as state departments of health and human services
4. United Way of the Midlands: Annual grants from United Way of the Midlands supporting homeless prevention and other core programs

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Heartland Family Service provides direct human services to individuals and families, including outpatient mental health counseling, substance use treatment, domestic violence and sexual assault shelter and crisis response, housing programs (homeless prevention, rapid rehousing, permanent supportive housing), residential treatment for mothers and children, therapeutic schools, and integrated physical/behavioral health care. Services are delivered across 20 locations in east central Nebraska and southwest Iowa, with sliding-fee and grant-funded access for low-income clients.

Product overview

Heartland Family Service is a human services organization that offers a comprehensive portfolio of interconnected programs across three primary focus areas: Child & Family Well-Being, Counseling & Prevention, and Housing, Safety, & Financial Stability. The organization operates as a multi-service agency with 20 locations in east central Nebraska and southwest Iowa, providing crisis response services, mental health counseling, substance use treatment, domestic violence/sexual assault services, housing support programs, and therapeutic education. Key programs include Certified Community Behavioral Health Clinics (CCBHC), Assertive Community Treatment (ACT), Family Works residential programs, Safe Haven emergency shelter, Heartland Housing programs, InShape health program, Therapeutic School, Peer Support Centers, and Integrated Health Home services. The organization does not operate as a unified software platform but rather as a coordinated network of direct service programs delivering wraparound support to individuals and families.

Differentiator

Problem solved

Functional benefit

Products and services

• Outpatient Mental Health Counseling Professional outpatient counseling services for individuals and families using evidence-based practices including DBT, EMDR, CBT, PCIT, and CPP in Iowa and Nebraska.
• Substance Use Treatment Outpatient substance use treatment programs using evidence-based practices including the Matrix Model for individuals with substance use disorders in Iowa and Nebraska.
• Problem Gambling Treatment Outpatient treatment for problem gamblers including individual and group therapy, financial counseling, and community prevention education in Iowa and Nebraska.
• Prime for Life OWI/DUI Course Court-referred OWI/DUI education course priced at $180 per session as part of substance use prevention services.
• Certified Community Behavioral Health Clinics (CCBHC) Federally-certified behavioral health clinics providing comprehensive mental health and substance use services under the CCBHC model in Iowa and Nebraska.
• Assertive Community Treatment (ACT) Comprehensive, community-based treatment program for individuals with severe and persistent mental illnesses in Iowa and Nebraska.
• Mental Health Crisis Response Teams Mobile crisis response teams providing immediate mental health intervention and support for individuals experiencing mental health crises in Iowa and Nebraska.
• Psychiatric Services and Medication Management Psychiatric evaluation and medication management services for mental health conditions in Iowa and Nebraska.
• Integrated Health Home Holistic healthcare program offering integrated physical and mental health services for individuals with mental illness in Iowa and Nebraska.
• OnTrack of the Heartland Recovery-oriented treatment program for young people ages 15-25 who have recently begun to experience psychosis.
• InShape Program aimed at improving physical health and quality of life for individuals experiencing serious and persistent mental illness.
• Peer Support Center Drop-in centers run by peer support staff providing a safe environment for individuals living with mental health diagnoses to build supports in Iowa and Nebraska.
• Intensive Psychiatric Rehabilitation Program designed to restore, improve, or maximize functioning, independence, and quality of life for people experiencing disabling mental illness in Iowa.
• Safe Haven Concealed Emergency Shelter Concealed emergency shelter providing 24-hour crisis services for domestic violence and sexual assault survivors in Nebraska.
• Domestic Violence / Sexual Assault Services Comprehensive services including 24-hour crisis line, crisis counseling, therapy, support services, and legal assistance for domestic violence and sexual assault survivors.
• Sanctuary House Advocacy and Emergency Shelter Emergency shelter and advocacy services for survivors of human trafficking and domestic violence in Iowa and Nebraska.
• Heartland Housing Sanctuary Crisis stabilization shelter serving survivors of sexual exploitation and trafficking, including advocacy and housing assistance services. The 90-day Sanctuary House program serves up to 14 adults (with or without children).
• Sarpy Crisis Center Crisis center providing emergency services and support in Sarpy County, Nebraska, for domestic violence/sexual assault survivors.
• Homeless Prevention Programs to prevent homelessness and assist households at immediate risk of homelessness in Iowa and Nebraska, funded in part through United Way of the Midlands.
• Rapid Rehousing Housing relocation and stabilization services to help individuals and families quickly exit homelessness in Iowa and Nebraska.
• Permanent Supportive Housing Long-term housing solutions with supportive services for individuals and families experiencing homelessness in Iowa and Nebraska.
• Heartland Bridges Short-term housing program for people in transition to and from mental health or substance use treatment, support services, and/or permanent housing.
• Heartland Housing Connections Intensive case management services to help support individuals in sustaining long-term housing.
• Heartland Housing Navigation Supportive services connecting individuals experiencing homelessness or housing crisis to safe, affordable, and permanent housing options.
• Heartland Housing Opportunities Expansion Temporary financial assistance and housing relocation and stabilization services for individuals and families experiencing homelessness.
• Family Works - Iowa Residential treatment program for women with infants to ensure babies are born drug-free and help mothers maintain the natural bond with their infants in Iowa.
• Family Works - Nebraska Residential treatment program for families including apartments for sober living environment, serving pregnant women and mothers of young children in Nebraska.
• Child & Family Center Therapeutic treatment services for children ages birth to 18 and their families in a child-focused environment in Iowa.
• One Oak Therapeutic day school for at-risk children with behavioral or mental health challenges in Omaha.
• Therapeutic School Therapeutic day school for K-12 students with emotional, behavioral, or psychological disabilities who cannot remain in regular school settings in Iowa.
• Prevention Services Substance use and problem gambling prevention programs and community education services in Iowa and Nebraska.

Quantifiable outcome

• Served nearly 120,000 individuals and families through direct services, advocacy, education, and outreach in a year
• +1 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Candid (GuideStar)coreOthersGold Level member of Candid, demonstrating commitment to nonprofit transparency and accountability standards.
• Social CurrentcoreStrategic or Co-development PartnerHeartland Family Service is accredited by Social Current (formerly Alliance for Children and Families and Council on Accreditation). The organization has been COA accredited since 1984.
• Pinnacle BankminorGTM or Marketing PartnerCorporate sponsor for Heartland Family Service events and fundraising activities.
• LocktonminorGTM or Marketing PartnerCorporate sponsor for Heartland Family Service events and fundraising activities.
• FNBO (First National Bank of Omaha)minorGTM or Marketing PartnerCorporate sponsor for Heartland Family Service events and fundraising activities.
• Field Day DevelopmentminorGTM or Marketing PartnerCorporate sponsor for Heartland Family Service events and fundraising activities.
• Cheer AthleticsminorGTM or Marketing PartnerCorporate sponsor for Heartland Family Service events and fundraising activities.
• American National BankminorGTM or Marketing PartnerCorporate sponsor for Heartland Family Service events and fundraising activities.
• Slate ArchitectureminorGTM or Marketing PartnerCorporate sponsor for Heartland Family Service events and fundraising activities.
• Better Business BureaucoreOthersRecipient of BBB Integrity Award recognizing ethical business practices and transparency.
• Nebraska Diaper BankminorStrategic or Co-development PartnerPartner organization providing diapers and infant supplies for clients in the Iowa Family Works program.
• SpreetailminorGTM or Marketing PartnerCorporate partner supporting wish list items and in-kind donations for client programs.

Scale indicators7 records

Recent moves10 records

Expansion highlights4 records

Direct peers

• Boys Town: Omaha-headquartered national nonprofit providing youth and family services including behavioral health, residential care, and crisis intervention. Most direct geographic peer given proximity, scale, and overlapping service lines including at-risk youth and family support.
• Lutheran Family Services of Nebraska: Nebraska-based nonprofit providing counseling, mental health, refugee services, and family support programs across the state. Direct competitor in the same geographic footprint with overlapping behavioral health and family services.
• Catholic Charities of Omaha: Omaha-based faith-affiliated nonprofit providing counseling, immigration services, housing support, and family services in the same Nebraska/Iowa region. Directly comparable human services portfolio with overlapping client segments.
• Nebraska Families Collaborative: Nonprofit formed by Heartland Family Service in 2009 with four other providers as one of five lead agencies in Nebraska's child welfare reform. A close operational and governance partner rather than a competitor, but structurally comparable as a Nebraska human services organization.
• Community Alliance: Omaha-based nonprofit mental health provider offering outpatient services, case management, housing, and peer support for individuals with serious mental illness. Directly overlaps with HFS's behavioral health and housing programs in the same metro.
• Salvation Army of Omaha: Co-located with HFS at the Charles E. Lakin Human Services Campus in Council Bluffs, the local Salvation Army provides emergency shelter, food assistance, and case management that directly overlap with HFS's housing and DV/SA services.

Others

• United Way of the Midlands: Major funder and partner of Heartland Family Service, providing annual grants supporting homeless prevention and other core programs. Functions as a funding intermediary rather than a direct service competitor, but addresses overlapping community needs.

Broad incumbents

• National Alliance on Mental Illness (NAMI): Nationwide advocacy and education organization providing mental health support groups, public education, and policy advocacy. Operates broader portfolio with local affiliates offering peer support and education that overlap with HFS's Peer Support Center and community education programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/HrtlndFamilyService
• Facebookfacebook.com/HeartlandFamilyService
• LinkedInlinkedin.com/company/heartland-family-service
• Instagraminstagram.com/heartlandfam

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heartland Family Service