New Directions

What New Directions does

New Directions is a Canadian non-profit organization founded in 1885 and headquartered in Winnipeg, Manitoba. The organization provides counselling and housing support to adults and children living with an intellectual disability or mental health issues. It employs between 501 and 1000 staff, placing it among the mid-to-large sized social services providers in the province, and serves vulnerable populations across what appears to be a Manitoba-centric footprint.

The organization's service model is built around two interlocking pillars — counselling and residential/housing support — delivered to individuals with intellectual disabilities or mental health needs. As a non-profit, revenue is most plausibly generated through provincial government service contracts, block funding from Manitoba Health and related agencies, fee-for-service billing where applicable, grants, and donations, although the input does not directly disclose revenue model, pricing, or contract mechanics. There are no disclosed products, technology platforms, integrations, or proprietary tools in the input, and the company's own web property returned only a verification/loading placeholder rather than substantive product detail. The customer base consists of individual service recipients and their families, plus institutional referral partners (clinicians, hospitals, schools, child and family services).

Public information about the organization is sparse: there are no disclosed leadership bios, no fundraising events, no funding rounds, no accreditation listings, and no operational metrics beyond the firmographic record. This thin disclosure profile limits external benchmarking against peer non-profits and obscures the organization's strategic direction, financial scale, and competitive positioning.

Name

New Directions

Website

https://newdirections.mb.ca

Company type

Private

Founded year

1885

Operating status

Operating

Headcount range

501–1,000 employees

Short description

New Directions is a Winnipeg-based Canadian non-profit founded in 1885 that provides counselling and housing support services to adults and children living with intellectual disabilities or mental health issues in Manitoba.

Ownership category

akta.pro rank

Product category

Disability and Mental Health Services

NAICS

Residential Intellectual and Developmental Disability, Mental Health, and Substance Abuse Facilities (6232), Services for the Elderly and Persons with Disabilities (62412), Other Individual and Family Services (624190)

SIC

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

akta.pro primary industry

Specialized Assisted Living for Developmental/Intellectual Disabilities (Adult) (HLADABAJ)

akta.pro secondary industries

Housing Transition & Supported Living Navigation (EDAKANAK), Disability Services & Assistive Solutions (Accessibility, Assistive Tech) (BPAGALAM), Interagency Coordination & Case Management (VR, DD, Medicaid Waivers) (EDAKANAM)

Keywords

• Intellectual disability support
• Mental health counselling
• Supported housing services
• Disability care services
• Community mental health

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Others

Core offering

New Directions provides counselling and housing support services to adults and children living with an intellectual disability or mental health issues. Programs are delivered through trained staff in the Winnipeg, Manitoba region, addressing two overlapping but distinct populations: individuals with intellectual disabilities and individuals experiencing mental health challenges.

Differentiator

Problem solved

Functional benefit

Products and services

• Counselling Services Counselling provided to adults and children living with an intellectual disability or mental health issues, delivered by New Directions staff in the Winnipeg region.
• Housing Support Services Supported housing programs for adults and children living with an intellectual disability or mental health issues, delivered through New Directions' operations in Winnipeg, Manitoba.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Direct peers

• St. Amant: Winnipeg-based non-profit providing housing, residential, and clinical supports to children and adults with intellectual and developmental disabilities — directly comparable in service mix, geography, and population focus to New Directions.
• Sara Riel Inc. Manitoba non-profit delivering mental health and community support services, including housing stabilization and counselling — closely overlaps with New Directions' mental health and housing-support mandate in the same Winnipeg market.
• Macdonald Youth Services: Winnipeg non-profit providing mental health, counselling, and residential services to children, youth, and families — comparable to New Directions' child and youth counselling and housing components.
• Klinic Community Health Centre: Winnipeg community health centre offering counselling, crisis support, and mental health programs — overlaps with New Directions' counselling services and serves a similar urban Manitoba population.

Broad incumbents

• Reena: Large Ontario non-profit providing housing, clinical, and community programs for people with developmental disabilities — comparable in residential IDD service model though operating at broader scale in a different province.
• Ongwanada: Eastern Ontario provider of residential, clinical, and community supports for people with intellectual disabilities — mirrors New Directions' IDD housing and case management model, with comparable multi-site structure.
• Options for Homes (COTA Health): Toronto-based mental health and supportive housing provider — relevant comparator for New Directions' combined mental health + housing model at scale, though operating in a different provincial health system.

Regional players

• Community Living Manitoba: Provincial federation supporting community-based services for adults with intellectual disabilities across Manitoba — shares New Directions' IDD focus and funder relationships at the provincial level.
• Bethesda Foundation (Steinbach, MB): Manitoba non-profit operating residential and community programs for people with intellectual disabilities — comparable service model to New Directions, operating in a different region of the same province.
• Aulneau Renewal Centre: Winnipeg-based Catholic non-profit providing mental health counselling and therapy services — overlaps with New Directions' counselling arm for the same Winnipeg population, particularly in faith-adjacent clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/NewDirectionsMB
• Facebookfacebook.com/NewDirectionsMB

Revenue estimate

Valuation estimate

Number of profiles

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 New Directions