Mirror

What Mirror does

Mirror, Inc. is a 501(c)(3) nonprofit behavioral health organization headquartered in Newton, Kansas, founded in 1972 and operating as one of the largest substance use disorder (SUD) prevention and treatment providers in the state. The organization delivers a full continuum of care including drug and alcohol assessments, residential treatment, intensive outpatient, outpatient, medication-assisted treatment (MAT) with buprenorphine/methadone/naltrexone/naloxone, aftercare, peer mentoring, and case management. Specialized programs include the Reflections Recovery Center for adolescents (ages 12-17), residential reentry services under Federal Bureau of Prisons oversight, the Work for Success workforce program for low-income families, the nationally recognized STAND youth prevention model, and the D-FY Drug-Free Youth coalition. Services are delivered through 10 physical Kansas locations and a telehealth platform covering all 105 Kansas counties.

Revenue mechanics combine insurance reimbursement from BCBS, United Healthcare, Cigna, Aetna, Medicaid, and Ambetter; federal, state, and local government grants and contracts (SAMHSA, KDADS, county drug courts, Federal BOP, city contracts); donations; and client fees for DUI evaluations and Alcohol & Drug Information School classes. Go-to-market is a hybrid of direct intake via an assessment center with same-day assessments, healthcare and social-service referrals, court and correctional contracts, and community coalition outreach. The underlying technology stack is modest: a telehealth platform for statewide delivery, the third-party bhworks software for school-based behavioral health integration, and standard clinical/case-management tooling; no proprietary AI, software platform, or API product is offered. Leadership is led by President/CEO Des Martens with a team of VPs covering Treatment Operations, Reentry Services, Strategic Development & Clinical Support, and Business Development.

Recent strategic activity has centered on Kansas-only geographic expansion (Shawnee outpatient clinic, December 2024), new government contracts (Wyandotte County Drug Court April 2024, Lawrence Homeless Response Team May 2024), adolescent capacity expansion (Reflections Recovery Center, November 2022), and internal leadership development (Nick Casarona promoted to VP Treatment Operations in March 2026). Regulatory engagement has deepened through executive appointments to the BSRB Addiction Counseling Advisory Committee, the KAAP Executive Board, and the Governor's Behavioral Health Services Planning Council. Customer concentration is moderate, spread across federal, state, county, insurance, and individual payers, with no single disclosed contract dominating the revenue base.

Name

Mirror

Legal name

Mirror, Inc.

Website

https://mirrorinc.org

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

101–250 employees

Short description

Mirror, Inc. is a 501(c)(3) nonprofit founded in 1972 that operates one of Kansas's largest substance use disorder treatment, prevention, and residential reentry networks across 10 locations and statewide telehealth, serving individuals, justice-involved clients, adolescents, and homeless populations.

Ownership category

akta.pro rank

Product category

Behavioral Health Services

NAICS

Residential Mental Health and Substance Abuse Facilities (62322), Residential Mental Health and Substance Abuse Facilities (623220)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Social Services (8300)

akta.pro primary industry

Inpatient Rehabilitation Facilities (IRF) (HLADAJAA)

akta.pro secondary industry

Behavioral Health & Substance Use Remote Monitoring (HLACAFAD)

Keywords

• Substance abuse treatment
• Behavioral health services
• Addiction recovery programs
• Residential reentry services
• Youth substance prevention

Headquarters

HQ city

Newton

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Reimbursement: Services billed through major insurance providers including Blue Cross Blue Shield, United Healthcare, Cigna, Aetna, Medicaid, and Ambetter for treatment services
2. Government Grants and Contracts: Funding from local, state, and federal grants including SAMHSA grants, KDADS funding, and contracts with correctional systems and courts
3. Donations: Monetary donations from individuals and organizations supporting treatment and programming for those who otherwise could not afford care
4. Client Fees: Fees for services including DUI evaluations, professional assessments, court-mandated assessments, and Alcohol and Drug Information School classes

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Mirror Inc operates as a comprehensive behavioral health services organization providing a continuum of care for substance use disorders and addiction recovery. The organization delivers assessment, residential treatment, intensive outpatient, outpatient, medication-assisted treatment (MAT), aftercare, and peer mentoring services across 10 Kansas locations with statewide telehealth coverage. It also provides youth prevention programs (including the STAND model), residential reentry services for justice-involved individuals, and the Work for Success employment program for underemployed families.

Product overview

Mirror Inc operates as a comprehensive behavioral health services organization offering a unified continuum of care model. The organization provides substance use disorder treatment through multiple service levels (assessment, residential, intensive outpatient, outpatient, and aftercare), prevention programs including the nationally-recognized STAND youth initiative and D-FY coalition, residential reentry services for formerly incarcerated individuals, and the Work for Success employment program. Services are delivered across 10+ Kansas locations with telehealth availability statewide. The organization is not a software technology platform.

Differentiator

Problem solved

Functional benefit

Brands

• STAND: A nationally-recognized youth prevention and leadership model that empowers teens to reduce youth substance use and increase positive mental health through community action and peer leadership.
• Reflections Recovery Center
• Work for Success
• D-FY (Drug Free Youth)

Products and services

• Drug and Alcohol Assessments
• Residential Treatment
• Adolescent Residential Treatment (Reflections Recovery Center)
• Medication Assisted Treatment (MAT)
• Intensive Outpatient Treatment (IOP)
• Outpatient Treatment
• Peer Mentoring and Person-Centered Case Management
• Aftercare Program
• Alcohol & Drug Information School (ADIS)
• STAND (Students Taking a New Direction)
• D-FY (Drug-Free Youth) Coalition
• Teen Intervene
• Residential Reentry Services
• Shawnee Outpatient Clinic
• Work for Success Program

Quantifiable outcome

• 66% reduction in unsheltered homelessness in Lawrence through Homeless Response Team participation
• +3 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered minor and core.

• Prevention and Resiliency Services of Topeka (PARS)minorStrategic or Co-development Partner · 12 March 2025Nick Casarona serves as President of the Board of Directors for PARS, a prevention organization in Topeka.
• Kansas Behavioral Sciences Regulatory Board (BSRB)minorStrategic or Co-development Partner · 20 November 2024Jason Greever, VP of Treatment Services, was appointed to BSRB's Addiction Counseling Advisory Committee to help shape policies and standards enhancing addiction counseling services across Kansas.
• City of Lawrence (Homeless Response Team)coreStrategic or Co-development Partner · 15 May 2024Mirror was awarded $37,500 contract to add a substance use disorder outreach clinician to the multidisciplinary homeless response team, which reduced unsheltered homelessness by 66%.
• Bert Nash Community Mental Health CentercoreStrategic or Co-development Partner · 15 May 2024Bert Nash was awarded $412,098 for mental health services as part of the same Lawrence Homeless Response Team initiative with Mirror, creating a two-provider model for the multidisciplinary team.
• Unified Government of Wyandotte County and Kansas City, KansascoreStrategic or Co-development Partner · 3 April 2024Mirror was awarded the 'Drug & Alcohol Substance Abuse Treatment' contract to provide staffing for Drug/Alcohol Assessments, outpatient and residential services, and reintegration services for Wyandotte County Drug Court participants (30-40 active participants).
• Kansas Association of Addiction Professionals (KAAP)minorStrategic or Co-development Partner · 21 March 2024Jason Greever was elected to serve as Secretary on the KAAP Executive Board of Directors. KAAP is the state's largest addiction services trade association supporting professionals in addiction treatment and prevention.
• Topeka Rescue MissionminorStrategic or Co-development Partner · 5 December 2023Topeka Rescue Mission connects struggling individuals with Mirror Inc for addiction treatment and support services, serving as a referral partner for homeless and at-risk populations.
• Community Anti-Drug Coalitions of America (CADCA)minorStrategic or Co-development Partner · 16 July 2021Mirror's STAND youth peer leaders attend CADCA's annual Mid-Year Institute to learn prevention and coalition work using the Strategic Prevention Framework.
• Kansas Department for Aging and Disabilities Services (KDADS)coreStrategic or Co-development Partner · 28 May 2021Partnership through Behavioral Health Integration into Schools (BHIS) program using bhworks software platform, funded by SAMHSA grant. Mirror created videos and provided clinicians for youth mental health screening in Kansas schools.
• Shawnee County Department of CorrectionscoreStrategic or Co-development Partner · 22 April 2021Partnership with Shawnee County Department of Corrections to address the 15% recidivism rate through the Shawnee County Reentry Council, focusing on housing, employment, SUD, mental health, and transportation barriers.
• Federal Bureau of PrisonscoreStrategic or Co-development Partner · 1 January 2021Mirror is under contract oversight by the Federal Bureau of Prisons for residential reentry services. Partnerships enable comprehensive program plans for residents with ongoing staff training on evidence-based reentry practices.
• U.S. Probation and Pre-Trial ServicescoreStrategic or Co-development Partner · 1 January 2021Partnership with U.S. Probation and Pre-Trial Services staff enables supervision and program coordination for justice-involved individuals in Mirror's residential reentry centers.
• Housing and Credit Counseling, Inc. (HCCI)minorStrategic or Co-development Partner · 1 January 2021HCCI presents tenant rights information and provides financial literacy education to residents, helping them develop personal spending plans, understand bill payment responsibilities, and establish savings plans.
• Substance Abuse and Mental Health Services Administration (SAMHSA)coreStrategic or Co-development Partner · 1 January 2021SAMHSA provides federal grant funding for the Behavioral Health Integration into Schools (BHIS) program enabling Mirror to provide mental health screening services in Kansas schools.
• Kansas Schools and School DistrictscoreStrategic or Co-development Partner · 1 January 2021Mirror partners with schools for STAND youth leadership programs, Teen Intervene evidence-based programs, Life of an Athlete curriculum, Drug-Free Youth coalitions, and BHIS mental health screening. Schools include Newton High School, Harvey County schools, and others across Kansas.

Scale indicators8 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Caron Treatment Centers: Caron is a nonprofit offering residential, outpatient, and adolescent SUD treatment with strong family and prevention programming. Comparable to Mirror on service model, adolescent residential focus, and continuum-of-care delivery.
• Gateway Foundation: Gateway Foundation is one of the largest nonprofit SUD treatment providers in the US, operating residential, outpatient, and MAT programs, often under government and corrections contracts. Highly comparable to Mirror on government-contract reliance and adult residential SUD delivery.
• Phoenix House: Phoenix House is a national nonprofit operating residential, outpatient, and prevention programs for adolescents and adults with SUD. Comparable to Mirror on continuum of care, prevention programs, and adolescent residential services.
• Gaudenzia: Gaudenzia is one of the largest nonprofit SUD and behavioral health treatment providers in the Mid-Atlantic, with residential, outpatient, and reentry services and a major corrections contract portfolio. Comparable to Mirror on nonprofit model, government contracts, and residential reentry focus.
• Valley Hope: Valley Hope is a Kansas-headquartered nonprofit providing residential and outpatient substance use disorder treatment across multiple states, including adolescent and adult programs. It is the most direct peer to Mirror given overlapping Kansas roots, continuum-of-care model, and MAT services.
• Rosecrance: Rosecrance is a nonprofit behavioral health provider offering adolescent and adult residential SUD treatment, outpatient, and prevention services across the Midwest. Directly comparable to Mirror on continuum-of-care model and adolescent residential programming.
• Recovery Centers of America: Recovery Centers of America operates a network of inpatient and outpatient SUD treatment facilities, including MAT. Comparable to Mirror on full-continuum residential and outpatient SUD delivery, though it is a for-profit operator.
• Hazelden Betty Ford Foundation: Hazelden Betty Ford is the largest US nonprofit provider of residential and outpatient SUD treatment, prevention, and recovery support, including specialized adolescent programming. Directly comparable to Mirror on continuum-of-care, prevention, and adolescent residential services, though at much greater national scale.

Others

• SAMHSA (Substance Abuse and Mental Health Services Administration): SAMHSA is the federal agency that funds and sets standards for SUD and behavioral health services, including via grants that Mirror receives (BHIS program). Not a peer in the clinical sense, but a critical funding source and policy counterpart.

Broad incumbents

• Veterans Health Administration — SUD Treatment Programs: The VA operates one of the largest networks of residential and outpatient SUD treatment services in the US, including MAT, in a government setting. Comparable to Mirror on core clinical services and MAT delivery, but serves a defined veteran population as a federal system.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MirrorKansas
• Instagraminstagram.com/STAND.KS
• Xx.com/MirrorIncKansas
• LinkedInlinkedin.com/company/the-mirror-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

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 Mirror