New Directions Behavioral Health
Lucet (formerly New Directions Behavioral Health) is a Kansas City-based managed behavioral healthcare company that delivers EAP, care coordination, and in-home behavioral health services to health plans, employer groups, members, and providers through a multi-portal tech-enabled platform across the United States.
- Company typePrivate
- Founded1995
- HeadquartersKansas City, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What New Directions Behavioral Health does
New Directions Behavioral Health, now operating as Lucet, is a Kansas City-based managed behavioral healthcare company founded in 1995 that serves health plans, employer groups, members, and behavioral health providers across the United States. The company delivers employee assistance programs (EAP), care coordination, in-home behavioral health services through Lucet at Home, and student-focused support via WellConnect, operating as a tech-enabled platform that combines digital portals with human clinical expertise to connect insured populations to in-network behavioral health care.
Lucet's product architecture centers on a unified platform with five stakeholder-specific portals: an HR/Manager Portal for employer EAP administration, a Partner Portal for health plans, Member and Student Portals for end-user access, a Provider Portal for network clinicians, and a Provider Directory for care navigation. The company augments this platform with Lucet Care Solutions for health plan partners and Lucet at Home for in-home service delivery. The company acquired Tridiuum in January 2022 to extend its digital behavioral health assessment and provider enablement capabilities, and published its 2025-26 Impact Report documenting measurable outcomes across its member populations. The platform is HIPAA-compliant and serves as the operational backbone across all four customer segments.
Lucet generates revenue through recurring subscription-style contracts with health plans and employer groups for behavioral health benefit management, EAP services, care coordination, and member support; specific pricing is not publicly disclosed. Blue Cross Blue Shield of Kansas City is a named enterprise anchor partner, and the company serves a diversified base of health plan and employer accounts. The company employs 501-1,000 people and operates exclusively in the United States under private ownership, with Shana Hoffman serving as President & CEO and Lynn Merritt as Chief People Officer.
New Directions Behavioral Health firmographics
Firmographics- Name
- New Directions Behavioral Health
- Legal name
- Lucet
- Website
- https://ndbh.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Lucet (formerly New Directions Behavioral Health) is a Kansas City-based managed behavioral healthcare company that delivers EAP, care coordination, and in-home behavioral health services to health plans, employer groups, members, and providers through a multi-portal tech-enabled platform across the United States.
- Ownership category
- akta.pro rank
New Directions Behavioral Health industry classification
Industry- Product category
- Managed Behavioral Healthcare Services
- NAICS
- Outpatient Mental Health and Substance Abuse Centers (621420)
- SIC
- Services-Health Services (8000)
- akta.pro primary industry
- Behavioral Health Provider Network Management & Credentialing (HLAEAHAC)
- akta.pro secondary industries
- Behavioral Health PPO Networks (HLAEANAG), Patient Engagement, Education & Messaging Platforms (portal/CRM integrated) (HLALABAJ)
Keywords
Where New Directions Behavioral Health is headquartered
LocationHeadquarters
- HQ city
- Kansas City
- HQ country
- United States
- HQ region
- North America
Markets served
New Directions Behavioral Health business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Behavioral Health Benefit Services: Revenue generated through contracts with health plans and employer groups for behavioral health services including EAP, care coordination, and member support. Services are covered and in-network for members.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
New Directions Behavioral Health product offering
Product offeringCore offering
New Directions Behavioral Health (operating as Lucet) provides managed behavioral healthcare services, employee assistance programs (EAP), and organizational consulting. The company delivers a tech-enabled behavioral health platform connecting health plan members and employees to quality, in-network mental health and substance use care across the full acuity spectrum, supported by dedicated portals for health plans, employers, members, students, and providers.
Product overview
Lucet is a unified behavioral health platform offering a comprehensive suite of solutions for employers, health plans, members, and providers. The platform consists of the core Lucet Platform supplemented by multiple integrated portals and solutions: HR/Manager Portal for employer EAP management, Lucet Care Solutions and Lucet at Home for health plan services, EAP Member Portal and Provider Directory for member access, Provider Portal for clinician tools, and WellConnect (Student Portal) for student populations. This multi-stakeholder architecture enables coordinated behavioral healthcare delivery across the entire ecosystem.
Differentiator
Problem solved
Functional benefit
Brands
- Lucet at Home: Behavioral health services delivered in-home for members
- EAP (Employee Assistance Program)
- WellConnect
Quantifiable outcome
- Lucet's 2025–26 Impact Report published documenting measurable differences in behavioral health outcomes
Companies that use New Directions Behavioral Health
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
New Directions Behavioral Health technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
New Directions Behavioral Health partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Blue Cross Blue Shield of Kansas CitycoreBlue Cross Blue Shield of Kansas City appears as a key health plan partner, with Lucet providing behavioral health services to BCBSKC members. The partnership includes transparency in coverage machine-readable file hosting and ongoing care coordination for members.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
New Directions Behavioral Health competitors and assessment
Company assessmentEmerging players
- Lyra Health: Tech-enabled mental health benefit provider for employers and payers. Emerging competitor targeting the same enterprise behavioral health benefit market as Lucet with a therapy + coaching + medication model.
- Spring Health: Digital-first mental health benefit platform serving employers and health plans. An emerging player taking share in the same employer-EAP and behavioral health benefit RFPs Lucet competes for, with modern UX and faster matching.
- Modern Health: Digital mental health and EAP platform for employers globally. Overlaps with Lucet's EAP and member engagement offerings, particularly for self-funded employer customers.
Direct peers
- Carelon Behavioral Health: Formerly Beacon Health Options, owned by Elevance Health. One of the largest MBHOs serving health plan and employer clients with provider network management, EAP, and care management services comparable to Lucet's offering.
- Evernorth Behavioral Health: Cigna's health services platform including behavioral health management. Competes head-to-head with Lucet on EAP, MBHO services, and integrated behavioral health benefits for employer and health plan customers.
- Optum Behavioral Health: The largest managed behavioral health organization in the US, part of UnitedHealth Group. Directly competes with Lucet for health plan behavioral health carve-out contracts and offers EAP, provider network management, and care coordination at massive scale.
- Magellan Health: Managed behavioral health and specialty health management organization, now part of Centene. Competes with Lucet across health plan behavioral health management, EAP, and integrated care coordination.
- ComPsych: World's largest EAP provider, offering employee assistance programs, behavioral health, and integrated absence management. Direct competitor to Lucet's EAP and employer-facing behavioral health services.
Others
- Wellbehaviour / Wellvana: Adjacent behavioral health ecosystem participants (e.g., provider credentialing services, behavioral health analytics vendors) that compete for parts of the MBHO value chain but do not directly contest Lucet's integrated offering.
Broad incumbents
- Aetna Behavioral Health: CVS Health-owned behavioral health division managing mental health and substance use benefits for Aetna plan members. Larger incumbent with broader portfolio; competes with Lucet in payer-procured MBHO engagements.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
New Directions Behavioral Health social profiles
Digital presenceNew Directions Behavioral Health compliance and trust
Trust signalCompliance1 record
New Directions Behavioral Health financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Directions Behavioral Health leadership team
Management profileNumber of profiles
Profiles2 records
New Directions Behavioral Health funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Directions Behavioral Health M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Directions Behavioral Health
What does New Directions Behavioral Health do?
New Directions Behavioral Health (operating as Lucet) provides managed behavioral healthcare services, employee assistance programs (EAP), and organizational consulting. The company delivers a tech-enabled behavioral health platform connecting health plan members and employees to quality, in-network mental health and substance use care across the full acuity spectrum, supported by dedicated portals for health plans, employers, members, students, and providers.
Is New Directions Behavioral Health a public or private company?
New Directions Behavioral Health is a private company. It is classified as unknown and is currently operating.
When was New Directions Behavioral Health founded?
New Directions Behavioral Health was founded in 1995. It employs 501 to 1,000 people.
Where is New Directions Behavioral Health based?
New Directions Behavioral Health is headquartered in Kansas City, United States, in the North America region.
How does New Directions Behavioral Health make money?
One revenue line is on record: behavioral Health Benefit Services.
Who are New Directions Behavioral Health's main competitors?
Emerging players on record are Lyra Health, Spring Health and Modern Health. Direct peers are Carelon Behavioral Health, Evernorth Behavioral Health, Optum Behavioral Health, Magellan Health and ComPsych. Wellbehaviour / Wellvana is listed as an others. Aetna Behavioral Health is listed as a broad incumbent.
Does New Directions Behavioral Health have an API?
No public API is recorded for New Directions Behavioral Health.
What industry is New Directions Behavioral Health in?
New Directions Behavioral Health's product category is Managed Behavioral Healthcare Services. Its primary akta.pro industry code is HLAEAHAC, Behavioral Health Provider Network Management & Credentialing, with a secondary code of HLAEANAG, Behavioral Health PPO Networks. Its NAICS code is 621420 and its SIC code is 8000.