Safe Kids

What Safe Kids does

Safe Kids Inc. is a privately-held education and safety training company founded in 2016 and headquartered at 2618 San Miguel Drive, Suite 315, Newport Beach, California. The company develops and distributes the H.E.R.O. Program (Hide.Escape.Run.Obey/Overcome), a trauma-informed, age-appropriate curriculum that teaches PreK-12 students and their educators how to prevent and survive violent events in schools and communities. The curriculum is delivered through a digital Learning Portal segmented into age-specific modules spanning preschool through high school, with supplementary faith-based and afterschool variants. Each module combines storytelling narratives, interactive lesson plans, and structured drills developed in collaboration with law enforcement officers, educators, and school psychologists.

Revenue is generated primarily through a recurring per-campus subscription model, with annual pricing tiers of $675 (under 100 students, one-year term) and $1,350 (over 100 students, one-year term), plus multi-year discounts. Ancillary revenue comes from professional development sessions priced at $950 in-person and $500 virtual, plus a workplace adaptation (H.E.R.O. in the Workplace) sold to corporations and houses of worship. Distribution combines direct field sales, quote-based pricing for large districts with 30+ campuses, and channel partnerships including Raptor Technologies, Lutheran Church Missouri Synod consortium pricing, and grant-funded distribution via the Mendocino Public Safety Foundation. Safe Kids operates exclusively in the United States and has trained over 825,000 students and 5,000 educators across 21 states on a cumulative basis since inception.

The company is founder-led by Adam Coughran, a former Southern California law enforcement officer and active shooter instructor who serves as President. Safe Kids holds multiple registered trademarks covering H.E.R.O. and Safe Kids Inc., and has received formal recognition from the California State Assembly, U.S. House of Representatives, and U.S. Secret Service. Strategic relationships span FEMA/Ready.gov, the National Fire Protection Association (NFPA 3000), the American Red Cross, and Chapman University, with earned media coverage across NBC, ABC, CBS, Fox News, Forbes, and Newsweek. No external funding rounds, acquisitions, headcount figures, or financial disclosures are present in the available record.

Name

Safe Kids

Legal name

Safe Kids, Inc.

Website

https://safekidsinc.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Safe Kids Inc., a Newport Beach company, develops the H.E.R.O. Program—an age-appropriate, trauma-informed curriculum teaching PreK-12 students and educators to prevent and survive violent events. Revenue comes from per-campus subscriptions and professional development training across 21 U.S. states.

Ownership category

akta.pro rank

Product category

School Safety Curriculum and Training

NAICS

Educational Support Services (611710), Educational Services (611)

SIC

Services-Educational Services (8200), Services-Prepackaged Software (7372)

akta.pro primary industry

Safeguarding, Child Protection & Reporting Services (EDAJAIAD)

akta.pro secondary industries

Education in Emergencies (EiE) & Safe Schools (BPADAKAJ), Trauma-Informed & Resilience-Building Programs (Early Childhood) (EDACAOAD), Health, Safety & Hygiene Early Learning Content (EDAGACAH), Positive Discipline & Behavior Support Programs (EDACALAD)

Keywords

• School safety curriculum
• Active shooter training
• Trauma-informed education
• Student violence prevention
• Professional development training

Headquarters

HQ city

Newport Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Curriculum Licensing (Subscription): Annual or multi-year licensing of the H.E.R.O. curriculum per campus per school year. Schools pay subscription fees based on student enrollment (under or over 100 students) and term length (1-year or 3-year).
2. Professional Development Training: One-time professional development training sessions for educators. Available as in-person ($950), live virtual ($500), or video facilitated (included with curriculum).
3. Workplace Training: Trauma-informed violence response training adapted for corporate and organizational environments. Quote-based pricing for houses of worship and corporations.
4. Corporate Partnership/Grant Funding: Funding from corporate partners and foundations (like Mendocino Public Safety Foundation) to provide the program to schools, which helps expand reach without direct revenue from those schools.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Safe Kids Inc. develops and licenses the H.E.R.O. Program (Hide.Escape.Run.Obey/Overcome), an age-appropriate and trauma-informed violence-response curriculum for PreK-12 students that uses storytelling and interactive lesson plans to teach survival methods. The offering is delivered through a digital Learning Portal and is sold as annual or multi-year per-campus subscriptions, with companion fee-based professional development training for educators and a separately priced workplace training adaptation for corporations and houses of worship.

Product overview

Safe Kids Inc. offers the H.E.R.O. Program as a unified, age-specific curriculum platform for violence-response education. The core offering is the H.E.R.O. Program (Hide.Escape.Run.Obey / Overcome), supplemented by Professional Development training, a Workplace module, Webinars, and Conference speaking services. The curriculum spans grade-level modules from Preschool through High School, plus Afterschool and Faith-Based variants. All modules share the same trauma-informed methodology and H.E.R.O. acronym framework, but are differentiated by age-appropriate storytelling, lesson duration, and learning activities. The platform is delivered through a learning portal and does not include an AI or API component.

Differentiator

Problem solved

Functional benefit

Brands

• H.E.R.O. Program: The H.E.R.O. Program (Hide.Escape.Run.Obey) is an age-appropriate, trauma-informed curriculum designed to help PreK-12 students and teachers prevent and survive violent events in schools and communities. It is the company's primary educational product offering.

Products and services

• H.E.R.O. Program (Core Curriculum) The flagship age-appropriate and trauma-informed violence-response curriculum for PreK-12 students, teaching survival methods through storytelling, interactive lessons, and age-specific narratives. Covers two complete curricula per grade level to maintain engagement across school years; delivered through the H.E.R.O. Learning Portal.
• H.E.R.O. Preschool Program Curriculum module for students ages 3 through TK/young Kindergarten using storytelling of young heroes at Metro City H.E.R.O. Preschool, play-based learning exercises, and a Feelings Wheel for emotional check-ins; includes a four-day H.E.R.O. Week with 20-30 minute lessons plus a trauma-informed drill.
• H.E.R.O. Grades K-3 Curriculum Lower elementary curriculum following young heroes at Metro City H.E.R.O. School, with five interactive 30-45 minute lessons, play-based exercises, journaling, home discussion prompts, and two narratives per grade level; meets ELA Standards.
• H.E.R.O. Grades 4-5 Curriculum Upper elementary curriculum for older learners following the Metro City H.E.R.O. School narrative, with five interactive 30-45 minute lessons, learning exercises, journaling, home discussion prompts, and two narratives per grade level.
• H.E.R.O. Middle and High School Curriculum Secondary curriculum emphasizing prevention through recognizing warning signs in peers and connecting them to help; uses narratives for middle school and scenarios for high school with group work, teach-backs, problem-based learning, and physical practice; includes two narratives or scenarios per grade level.
• H.E.R.O. Afterschool Program Curriculum for PreK-8th grade afterschool, summer camps, and enrichment programs designed for limited technology access; uses storytelling, play-based activities, coloring, and worksheets across five interactive 15-20 minute activity plans and results in H.E.R.O. Site designation.
• H.E.R.O. Faith-Based Schools Program Supplementary biblical appendix that connects scripture, courage verses, and biblical stories to H.E.R.O. concepts at every grade level; designed for Christian faith-based schools, with additional appendices under development for Jewish and Islamic schools.
• H.E.R.O. Professional Development and Training Trauma-informed professional development course for educators usable with or without the H.E.R.O. curriculum; available in-person ($950/session), live virtual ($500/session), or video-facilitated (included); teachers can earn up to 4 Professional Development Unit credits per school year; does not include simulated violence, stress-based training, or physical drills.
• H.E.R.O. in the Workplace Trauma-informed violence-response training adapted from the school curriculum for professional environments including houses of worship and corporations; covers prevention and response using the same H.E.R.O. methodology; sold under quote-based enterprise pricing.
• H.E.R.O. Demo Account Free demo access to the H.E.R.O. Program learning portal for prospective school and district customers, providing review of stories, narratives, and professional development training including the 'Hide!' lesson at every grade level.

Quantifiable outcome

• Over 825,000 students trained across 21 states
• +2 more outcomes

Named customers6 records

Segments9 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• University of Massachusetts GlobalcoreStrategic or Co-development PartnerAcademic partnership with University of Massachusetts Global for educational collaboration and program credibility.
• FEMA / Ready.govcoreStrategic or Co-development PartnerPartner in the National Strategy for Youth Preparedness Education: Empowering, Educating, and Building Resilience in schools and communities through FEMA's Ready.gov initiative.
• Raptor TechnologiescoreTechnology or IntegrationIntegration partner allowing current Raptor Technologies customers to pilot the H.E.R.O. Program for one school year at no cost. Joint go-to-market with Raptor's school safety platform.
• Kidslox Parent Control AppminorGTM or Marketing PartnerParental control app partner offering 30-day free trial to parents and families of H.E.R.O. schools. Cross-promotional partnership.
• Lutheran Church Missouri SynodcoreChannel Partner/ Reseller/ DistributorConsortium pricing partner for Lutheran schools within the Missouri Synod, reducing the cost of the H.E.R.O. Program for member institutions.
• National Fire Protection Association (NFPA 3000)minorStrategic or Co-development PartnerCollaboration with NFPA 3000 standard development for active shooter/hostile event response.
• Disability Access Committee - Los AngelesminorStrategic or Co-development PartnerCollaboration with DAFN (Disability Affairs Foundation Network) for accessibility in safety programs.
• American Red CrossminorStrategic or Co-development PartnerContributor to Red Cross Pillowcase Project for teaching kids about emergency preparedness.
• Chapman University / Keck CenterminorStrategic or Co-development PartnerAcademic partnership with Chapman University's Keck Center for collaboration on school safety research and education.
• ASIS InternationalminorStrategic or Co-development PartnerProfessional membership organization for security professionals. Adam Coughran maintains membership.
• Fast Company Executive BoardminorStrategic or Co-development PartnerAdam Coughran serves on the Fast Company Executive Board as President of Safe Kids Inc.
• Forbes Business CouncilminorStrategic or Co-development PartnerAdam Coughran is a Forbes Business Council member, contributing articles on school safety and business topics.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• I Love U Guys Foundation: Nonprofit that created the Standard Response Protocol (SRP) and 'I Love U Guys' Foundation programs for K-12 emergency response. Directly comparable to Safe Kids Inc. as a competing age-tiered K-12 school safety protocol provider with strong adoption across U.S. school districts.
• ALICE Training Institute: Provider of ALICE (Alert, Lockdown, Inform, Counter, Evacuate) active shooter preparedness training, with significant K-12 school district penetration. Direct competitor to the H.E.R.O. Program in teaching violence response protocols to schools, though more adult-oriented than trauma-informed for young students.
• Sandy Hook Promise: Nonprofit offering school-based violence prevention programs including 'Know the Signs' for K-12 students and educators. Comparable to Safe Kids Inc. in delivering youth-focused school violence prevention education, often distributed via grants and school partnerships.
• Safe and Sound Schools: Nonprofit founded after Sandy Hook providing school safety programs, training, and resources for K-12 educators, parents, and students. Directly comparable to Safe Kids Inc. in mission and audience, with similar school-based safety curriculum offerings.
• Raptor Technologies: K-12 school safety technology platform for visitor management, emergency management, and tip lines. Comparable to Safe Kids Inc. as both a strategic channel partner and an adjacent competitor that bundles safety protocols into its broader platform purchased by school districts.
• CrisisGo: School safety and crisis response platform providing panic button, drill management, and emergency communication for K-12 schools. Directly comparable to Safe Kids Inc. as it embeds active shooter/emergency response protocols into a school-facing safety product suite.
• Centegix: Provider of crisis alert and school safety hardware (wearable panic buttons) sold primarily to K-12 districts. Comparable to Safe Kids Inc. as a school safety vendor pursuing the same buyer relationships, though it sells infrastructure rather than curriculum.

Broad incumbents

• Navigate360: Larger K-12 safety and wellness platform offering emergency management, behavioral threat assessment, and SEL programs. Broader incumbent with overlapping safety-training capabilities that competes with the H.E.R.O. Program inside larger district RFPs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SafeKidsInc
• Facebookfacebook.com/SafeKidsInc
• LinkedInlinkedin.com/company/safe-kids-incorporated
• Instagraminstagram.com/safekidsinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Safe Kids