Peninsula Family Service

What Peninsula Family Service does

Peninsula Family Service (PFS) is a 501(c)(3) nonprofit organization founded in 1950 in San Mateo, California, serving San Mateo County with some programs extending to Santa Clara County. Headquartered at 24 Second Avenue in San Mateo, the organization delivers services across the full lifespan through four core program areas: Early Learning (10 child development centers serving children ages 0-5, plus a STEM from the Start curriculum co-developed with Stanford Graduate School of Education and a CDA credential teacher-training program), Financial Empowerment (workshops, Lending Circles in partnership with Mission Asset Fund, prepaid debit cards, youth financial education, and VITA free tax preparation), Employment Services (a 10-week youth workforce development program for ages 16-24 in skilled trades), and Older Adult Services (peer counseling, Got Wheels! transportation at $5 per ride across 25 cities, Fair Oaks Adult Activity Center, One Touch Community tablet-based programming, and licensed counseling). The fifth, newer program is the Loneliness Awareness and Solutions Initiative, led by PFS in partnership with San Mateo County and UCSF.

The business model is a hybrid of philanthropy, government grants, nominal program fees, and volunteer-driven service delivery. Individual donations flow through a Circles Program with recognition tiers from $1,000 to $100,000+, supplemented by corporate and community sponsorships (Cornerstone $1,000 to Visionary Partner $100,000+), federal and state grants (including $1,000,000 in 2024 Community Project Funding for a new Middlefield Junction Early Learning Center), and a Morgan Stanley-managed endowment grown by $2M since 2011. Program revenue is marginal: Early Learning is free for income-eligible families, Fair Oaks adult meals are on a suggested donation basis ($3.50 for 60+, $7.10 under 60), Got Wheels! transportation is $5 per one-way ride, and counseling co-pays are $15 per session (waivable for Medi-Cal eligible). Distribution relies on direct enrollment through 10 Early Learning Centers, the Fair Oaks Adult Activity Center, three women's auxiliaries (including the Family Tree resale boutique), and school- and county-based partnerships (First 5 San Mateo, Big Lift, South San Francisco Unified School District, LifeMoves, San Mateo County Office of Education, Second Harvest Food Bank, Mills-Peninsula Health Services).

PFS reports serving 603 children annually across Early Learning centers (98% at local poverty level), 635 peer counseling participants (2023), and 58,507 service hours of peer counselor engagement in Older Adult Services. It is led by CEO Heather Cleary with a C-suite including Chief Advancement Officer Deborah Miller, CFO Mark Tao, Chief Marketing and Communications Officer Koren Temple Perry, and COO Dr. Charles Hansen, and was named Best Nonprofit Group in the 2026 Best of San Mateo Awards.

Name

Peninsula Family Service

Legal name

Peninsula Family Service

Website

https://peninsulafamilyservice.org

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

101–250 employees

Short description

Peninsula Family Service is a San Mateo County 501(c)(3) nonprofit, founded in 1950, that delivers early learning across 10 centers, financial empowerment, youth workforce training, and older-adult services to low-income children, families, and seniors.

Ownership category

akta.pro rank

Product category

Community Human Services

NAICS

Child Care Services (6244), Child Care Services (624410), Child Care Services (62441), Child and Youth Services (62411), Child and Youth Services (624110), Other Individual and Family Services (624190), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Child Day Care Services (8351), Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Family & Parenting Support Services (BPAGAEAC)

akta.pro secondary industries

24-Hour / Extended-Hours Childcare Centers (EDACAAAK), School-Age Wraparound Care (Ages 3–5) (EDACAHAA), Family Resource Centers & Wraparound Support Services (EDACALAH), Family & Parent Support Services (Parent Coaching, Advocacy) (EDAJALAK)

Keywords

• Early childhood education
• Financial empowerment services
• Older adult services
• Youth workforce development
• Community nonprofit programs

Headquarters

HQ city

San Mateo

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: Individual donors contribute through various channels including online donations, monthly giving, stock transfers, and legacy giving. Major donor recognition through Circles Program at giving levels from $1,000 to $100,000+.
2. Corporate & Community Partners: Corporate sponsorships at various levels from Cornerstone ($1,000) to Visionary Partner ($100,000+). Recognition includes website, materials, events, and customized marketing opportunities.
3. Program Fees - Early Learning: Free childcare for income-eligible families; enrollment based on income-eligibility criteria. Programs for children ages 0-5 at 10 centers.
4. Program Fees - Fair Oaks Adult Activity Center: Suggested donation for meals: $3.50 for adults age 60+, $7.10 for those under 60. Fitness classes, social activities, and health screenings included.
5. Transportation Fees - Got Wheels!: $5 per one-way ride for eligible older adults (70+) and adults with disabilities. Members receive membership card for on-demand 24/7 rides.
6. Counseling Co-pays: $15 co-pay per session for short-term confidential counseling (up to 12 sessions) for adults 55+. Fee may be waived for MediCal eligible.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Peninsula Family Service is a nonprofit community organization that delivers four core service lines across the lifespan: Early Learning (free full-day childcare and preschool for ages 0-5 at 10 centers with a Stanford-co-developed STEM curriculum), Financial Empowerment (credit-building Lending Circles, financial workshops, prepaid debit cards, free VITA tax prep, youth financial literacy), Youth Workforce Development (skilled-trades training for ages 16-24), and Older Adult Services (peer counseling, $5 ride program, activity center, tablet-based programming, licensed counseling, and a county-wide Loneliness Initiative).

Product overview

Peninsula Family Service is a nonprofit organization offering a comprehensive suite of community services organized into four core program areas: Early Learning (childcare and preschool for ages 0-5, STEM curriculum, and teacher training), Financial Empowerment (financial education, Lending Circles, prepaid debit cards, youth workshops, and VITA tax services), Employment Services (youth workforce development for skilled trades), and Older Adult Services (peer counseling, transportation, activity center, tablet-based programming, and counseling). These programs work together to support individuals and families across the lifespan from birth through senior years.

Differentiator

Problem solved

Functional benefit

Brands

• STEM from the Start: A signature PFS Early Learning initiative bringing Science, Technology, Engineering, and Math into the curriculum of students ages birth to twelve years.
• Got Wheels!
• Lending Circles
• One Touch Community
• Child Development Associate (CDA) Credential Program
• STEM from the Start

Products and services

• Early Learning Program Full-day, year-round childcare and preschool for children ages 0-5 across 10 centers in San Mateo County, providing school-readiness education, bilingual (English/Spanish) educators, nutritious meals, and the STEM from the Start curriculum. Free for income-eligible families.
• STEM from the Start Signature early learning curriculum bringing Science, Technology, Engineering, and Math into PFS classrooms for children ages birth to 12, developed in partnership with Stanford Graduate School of Education. Includes specialized STEM training for teachers, dedicated learning areas, activity kits, and family engagement components.
• Child Development Associate (CDA) Credential Program Training program that prepares individuals for the CDA Credential, the most widely recognized credential in early childhood education, providing 120 hours of coursework over eight weeks to expand the teacher pipeline for PFS and the wider community.
• Financial Empowerment Programs Comprehensive no-cost financial education and credit-building services including workshops on budgeting, money management, and credit building; Lending Circles; prepaid debit cards; VITA tax preparation; and youth and adult workshops. Aimed at breaking cycles of debt and predatory lending.
• Lending Circles Peer-to-peer lending program offering loans up to $2,400 with monthly payments reported to Equifax, Experian, and TransUnion to help participants build or improve credit, delivered in partnership with Mission Asset Fund.
• Prepaid Debit Card VISA prepaid debit card with no monthly fees providing immediate access to funds for unbanked individuals, provided in partnership with Community Financial Resources.
• Youth Financial Workshops No-cost 2-hour financial education workshops for teens ages 13-20 covering budgeting, money management, credit management, and life skills.
• VITA Free Tax Preparation Free tax preparation through the IRS Volunteer Income Tax Assistance (VITA) program, ensuring participants claim all eligible state and federal tax credits.
• Youth Workforce Development Program 10-week program empowering youth ages 16-24 with skills, certifications, and paid work-based learning in high-demand skilled trades (construction, electrical, HVAC, plumbing, carpentry, welding).
• Peer Counseling One-on-one or group support and companionship for adults age 55+ in San Mateo County, available in English, Mandarin, Spanish, Tagalog, and for African American and LGBTQIA+ communities.
• You Talk, We Listen Counseling Short-term confidential counseling (up to 12 sessions) for adults 55+ in San Mateo County, provided by licensed therapists (LMFT/LCSW) in person, by Zoom, or by telephone; $15 co-pay, waivable for MediCal-eligible.
• Got Wheels! Transportation 24/7 on-demand rides at $5 per one-way trip for adults 70+ and adults 18+ with disabilities, serving 25 cities in San Mateo County via a membership card.
• Fair Oaks Adult Activity Center Activity center in Redwood City serving adults 60+ with fitness classes, social activities, healthy breakfast/lunch, health screenings, garden club, ESL, case management, and computer training; suggested donation $3.50 for meals (60+) or $7.10 (under 60).
• One Touch Community Tablet-based program providing Samsung Galaxy tablets to older adults with scheduled live programming (bingo, trivia, exercise, meditation, educational content) and no technical skill required to participate.
• Overcoming Loneliness Initiative Loneliness Awareness and Solutions Initiative led by PFS in partnership with San Mateo County and UCSF to address loneliness as a public health crisis through interventions, awareness, and research.

Named customers7 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Stanford Graduate School of EducationcoreStrategic or Co-development Partner · 1 January 2017Collaborative development of STEM from the Start curriculum - a signature PFS Early Learning initiative bringing Science, Technology, Engineering, and Math into curriculum for students ages birth to 12 years. Stanford provided expertise in early childhood STEM education development.
• Mission Asset FundcoreStrategic or Co-development PartnerPartnership for Lending Circles program - transforms informal lending traditions into credit-building opportunities by reporting monthly loan payments to all three credit bureaus (Equifax, Experian, TransUnion). Mission Asset Fund is the founder of this innovative program.
• Community Financial ResourcescoreStrategic or Co-development PartnerPartnership for VISA prepaid debit card program to give participants immediate access to funds with no monthly fees. Community Financial Resources collaborates with select community-based organizations.
• First 5 San MateocoreStrategic or Co-development PartnerEarly Learning partner supporting child development programs in San Mateo County. Listed as a Visionary Partner at $100,000+ level.
• The Big LiftcoreStrategic or Co-development PartnerEarly Learning partner in San Mateo County. Listed as a Visionary Partner at $100,000+ level.
• San Mateo County Office of Education (SMCOE)coreStrategic or Co-development PartnerPartnership for Youth Workforce Development Program. SMCOE helps PFS connect with youth attending public high schools, continuation schools, and alternative education programs throughout the region.
• GRID AlternativesminorStrategic or Co-development PartnerPartner for financial workshops - works with low-income homeowners to install no-cost rooftop solar panels and help lower household electricity costs.
• Peninsula Clean EnergyminorStrategic or Co-development PartnerPartner for financial workshops - community choice aggregation program formed by San Mateo County and all 20 cities and towns.
• University of California, San Francisco (UCSF)coreStrategic or Co-development PartnerLead loneliness experts collaborating with PFS and San Mateo County on the Loneliness Awareness and Solutions Initiative. UCSF provides expertise in social connections and aging research.
• San Mateo CountycoreStrategic or Co-development PartnerLead partner for Loneliness Awareness and Solutions Initiative. San Mateo County became first in the country to recognize loneliness as a public health emergency (January 30, 2024).
• Second Harvest Food BankcoreStrategic or Co-development PartnerVisionary Partner supporting food security programs. Listed at $100,000+ giving level.
• LifeMovescoreStrategic or Co-development PartnerHumanitarian Partner. PFS operates two child development centers (First Step CDC, Haven CDC) dedicated to serving children whose families reside in emergency/transitional housing through LifeMoves.
• Mills-Peninsula Health ServicesminorStrategic or Co-development PartnerHumanitarian Partner funding the You Talk, We Listen counseling program for older adults (short-term confidential counseling with $15 co-pay).
• South San Francisco Unified School DistrictcoreChannel Partner/ Reseller/ DistributorPartnership for Leo J. Ryan Child Development Center operated on Sunshine Gardens Elementary School campus. PFS provides full-day preschool and school-aged program.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/peninsulafamily
• YouTubeyoutube.com/@PeninsulaFamily/videos
• Facebookfacebook.com/PeninsulaFamilyService
• LinkedInlinkedin.com/company/peninsula-family-service
• Instagraminstagram.com/peninsulafamilyserviceofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Peninsula Family Service