Family Insight

What Family Insight does

Family Insight, P.C. is a Virginia-based behavioral health services provider founded in 2011 when Sam Gray acquired and revitalized the company, operating today as part of the Whitecap Care portfolio under Whitecap Enterprises. The company delivers three core service lines: Applied Behavior Analysis (ABA) therapy for children with autism, delivered through 9 in-clinic locations across Virginia and in-home services in the Tidewater and Southside regions; outpatient mental health counseling (individual, couples, family, and group) delivered entirely via a secure telehealth platform; and a Value-Based Care Complete Care Model that coordinates physical health, behavioral health, and social support with pharmacist-led 24/7 medication management under contracts with insurance plans and hospitals. Service delivery is led by Board Certified Behavior Analysts (BCBAs), Registered Behavior Technicians (RBTs), licensed counselors (LPCs), a dual-credentialed Speech-Language Pathologist/BCBA, and a Registered Pharmacist, with CentralReach used as an appointment scheduling platform.

Revenue is generated through insurance reimbursement across three streams: recurring insurance billing for ABA therapy as both in-network claims and out-of-network submissions, recurring telehealth outpatient therapy billed to commercial insurers, Virginia Medicaid (VA Medicaid, VA Medallion, VA CCC+), and TRICARE East, and managed-services contracts under the Complete Care Model with measurable outcomes such as reduced ER visits and hospital readmissions. Go-to-market combines direct clinic presence, phone-based intake with dedicated service-line numbers, self-referral intake forms, and a healthcare provider/school/community partner referral system. The customer base is segmented horizontally across children with autism and developmental disabilities (ages 2 through grade K-6 for early intervention and academic support), individuals and families seeking outpatient mental health support (children, adolescents, adults), and value-based care clients with complex medical, behavioral, and social needs.

The company is privately held and operates exclusively within Virginia. In 2025 it was integrated into Whitecap Care and partnered with Autism F.I.R.S.T. to consolidate autism services across 9 treatment centers, expanding in-clinic and interdisciplinary offerings (speech, OT, PT). No venture capital or private equity funding rounds are disclosed. Reported headcount is 200+ across 9 clinics and telehealth operations.

Name

Family Insight

Legal name

Family Insight, P.C.

Website

https://familyinsight.net

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Family Insight is a Virginia-based behavioral health provider delivering ABA therapy across 9 in-state clinics, statewide telehealth outpatient counseling, and a value-based Complete Care Model. Part of Whitecap Care since 2025, the company serves families, individuals, and Medicaid/TRICARE beneficiaries throughout Virginia.

Ownership category

akta.pro rank

Product category

Behavioral Health Services

NAICS

Other Individual and Family Services (624190), Child and Youth Services (62411)

SIC

Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Family Care Navigation & Care Coordination Platforms (multi-member care plans, referrals) (HLALAHAL)

akta.pro secondary industries

Autism Early Intervention (Educational) (EDAKAKAB), Family & Pediatric Direct-to-Consumer Virtual Care (HLALAAAI), Autism Diagnostic & Educational Assessment Services (EDAKAKAA), Autism Executive Functioning & Academic Skills Intervention (EDAKAKAI)

Keywords

• ABA therapy services
• Outpatient mental health
• Telehealth counseling
• Applied behavior analysis
• Behavioral health services

Headquarters

HQ city

Roanoke

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance-Based ABA Therapy: ABA therapy services billed through insurance including in-network providers (Aetna, Anthem, Cigna, etc.) and out-of-network claim submission. In-network providers include major commercial insurers and TRICARE East.
2. Telehealth Outpatient Therapy: Outpatient counseling services delivered via telehealth, accepted through insurance including Virginia Medicaid, most major insurance plans, and now TRICARE for military families.
3. Value-Based Care Services: Complete Care Model partnerships with insurance plans and hospitals, coordinating physical, mental, and social support services with measurable outcomes.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Family Insight delivers behavioral health and autism services across Virginia through three core offerings: (1) Applied Behavior Analysis (ABA) therapy for children with autism, delivered in-clinic at 9 Virginia locations and in-home across major regions; (2) Outpatient mental health counseling via secure telehealth for individuals, couples, families, and groups across the state; and (3) a Value-Based Care Complete Care Model that integrates physical health, behavioral health, and social support with pharmacist-led 24/7 medication management.

Product overview

Family Insight is a behavioral health services provider offering three core services: ABA Therapy for children with autism (delivered via 9 in-clinic locations and in-home services across Virginia), Outpatient Therapy via secure telehealth for individuals and families statewide, and Value-Based Care through its Complete Care Model coordinating physical, mental, and social support. The ABA program includes specialized sub-products such as the F.I.R.S.T. Steps Ahead Day Program for early intervention (ages 2-6), F.I.R.S.T. Steps Academy after-school program (grades K-6), Social Skills Groups, and Summer Camp. Outpatient services include individual, couples, family, and group counseling. The company operates as part of Whitecap Care, having partnered with Autism F.I.R.S.T. to expand autism services statewide.

Differentiator

Problem solved

Functional benefit

Brands

• Autism F.I.R.S.T. Collaborative hub coordinating ABA, speech, occupational therapy, and physical therapy for children with autism. Family Insight joined the Autism F.I.R.S.T. family in 2025.
• F.I.R.S.T. Steps Ahead Day Program
• F.I.R.S.T. Steps Academy
• F.I.R.S.T. Steps Social Skills Group

Products and services

• ABA Therapy

Quantifiable outcome

• Reduced ER visits and hospital readmissions through transitional care coordination
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Whitecap Care (Whitecap Enterprises)coreStrategic or Co-development Partner · 1 January 2025In 2025, Family Insight became part of Whitecap Care under the Whitecap Enterprises umbrella, strengthening resources, expanding service offerings, and deepening commitment to accessible, high-quality care. Whitecap Care unites a portfolio of leading care providers focusing on mental health, substance use, and autism-specific services.
• Autism F.I.R.S.T.coreStrategic or Co-development Partner · 1 January 2025Family Insight joined Autism F.I.R.S.T. family, expanding access to compassionate care statewide through 9 autism treatment centers. Collaboration combines clinical teams, expanded locations, and diverse service offerings for children with autism. Autism F.I.R.S.T. coordinates ABA, speech, occupational therapy, and physical therapy services.
• TRICAREcoreChannel Partner/ Reseller/ DistributorFamily Insight now accepts TRICARE insurance, expanding access to virtual outpatient therapy for active-duty service members, veterans, spouses, and dependents throughout Virginia.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• BlueSprig Pediatrics: Large national provider of ABA therapy for children with autism, operating hundreds of clinic locations. Comparable as a multi-state ABA platform competing for the same payor contracts and referral pipelines that Family Insight targets in Virginia.
• LifeStance Health: Large publicly-traded outpatient mental health platform offering in-person and telehealth therapy, psychiatry, and integrated care. Comparable outpatient therapy service line across individuals, couples, families, and pediatrics.
• Magellan Health: National managed behavioral healthcare organization coordinating mental health and substance use services for payors and government programs. Comparable as a value-based care partner and behavioral health payor intermediary Family Insight contracts with.

Direct peers

• Hopebridge Autism Therapy Centers: Multi-state ABA therapy provider combining clinic-based, in-home, and telehealth services with strong diagnostic and early intervention programs. Direct competitor for Virginia ABA market share and payor network access.
• Centria Autism: National ABA therapy provider serving children with autism across multiple U.S. states with center-based and in-home delivery models. Comparable peer competing for similar Medicaid and commercial ABA contracts.
• Kadiant: ABA therapy provider operating clinics across multiple states with a similar mix of early intervention, diagnostic, and family-facing autism services. Direct head-to-head competitor for regional payor contracts and clinical talent.
• Caravel Autism Health: Multi-state ABA therapy provider focused on children with autism, operating clinic-based and in-home programs with diagnostic services. Comparable peer in clinic economics, BCBA-led care delivery, and family engagement model.
• Lighthouse Autism Center: ABA therapy provider with center-based programs for children with autism, including early intervention and social skills programming. Comparable delivery model and clinical staffing footprint to Family Insight's F.I.R.S.T. Steps programs.
• Thriveworks: Telehealth and in-person outpatient therapy provider offering individual, couples, family, and group counseling across the United States. Direct peer for Family Insight's telehealth outpatient line serving Virginia clients statewide.

Emerging players

• Brightside Health: Telehealth mental health provider delivering therapy and psychiatry services with insurance coverage. Comparable in delivery model (telehealth) and target population (individuals seeking outpatient behavioral health).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/FamilyInsight

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Family Insight