Peace River Center

What Peace River Center does

Peace River Center (PRC) is a 501(c)(3) nonprofit, community-based behavioral health organization founded in 1948 (originally as the Polk County Guidance Center) and headquartered at 1239 East Main Street, Bartow, Florida. It delivers a comprehensive continuum of mental health, substance use disorder, victim services, and integrated primary care across 30+ programs and 24+ locations in Polk, Highlands, and Hardee counties, serving approximately 26,900 individuals annually — of whom 74% are at 200%+ of the federal poverty level. Core service lines include Children's Services, Community-Based Treatment (FIT/FACT/OnTrack), 24/7 Crisis Services (50-bed Crisis Stabilization Units in Bartow and Lakeland, Mobile Crisis Response Team, and multi-channel crisis lines), Outpatient Therapy and Psychiatry, Mental Illness Recovery Services (including the Clubhouse International-certified Club Success), Residential Services (HUD-subsidized PRC Apartments, Success House, Short-Term Residential Treatment), Substance Use Treatment, Victim Services (dual-certified by DCF and FCASV for domestic violence and sexual assault), and the 2013-launched Wellness Clinic with integrated primary care.

PRC's technology layer consists primarily of conventional healthcare SaaS rather than proprietary AI: a Virtual Appointment Platform (telehealth), a Credible-powered client portal for clinical information and scheduling, Patient Notebook for bill payment, DonorPerfect for online giving, Constant Contact for email, RecordQuest for records requests, OpenStreetMap for facility mapping, and an on-site Genoa Healthcare pharmacy partnership at the Wellness Clinic. The organization maintains a "Finding Your Balance" mental health podcast and an active social presence across Facebook, Twitter/X, LinkedIn, Instagram, and YouTube.

PRC's business model is a hybrid of Medicaid/Title XIX fee-for-service reimbursement, commercial insurance billing on a sliding-fee scale (12 tiers based on 2026 poverty guidelines, with $3 copays at 150% of poverty level), government contracts (Polk County's voter-approved indigent-care sales tax routed via United Way of Central Florida, Community Development Block Grants), and philanthropic funding from individual donors, corporate sponsors (Kelley Buick GMC, CPS Investment Advisors, Publix Super Markets Charities), foundation grants (GiveWell Community Foundation George W. Jenkins Fund, RedRover, AKC Humane Fund), and signature events (Full Moon Howl, Coffee Benefit). The organization is governed by a Board of Directors with Peter Golotko as Chair, and is led by CEO/President Larry G. Williams, Jr. (joined May 2022), COO/VP Candace Barnes (since 2007), and CFO/VP David J. Tournade.

Name

Peace River Center

Legal name

Peace River Center

Website

https://peacerivercenter.org

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

251–500 employees

Short description

Peace River Center is a 501(c)(3) nonprofit behavioral health organization founded in 1948, operating 30+ programs across 24+ locations in Polk, Highlands, and Hardee counties, Florida, serving 26,900+ individuals annually with mental health, substance use, victim, and integrated primary care services funded primarily through Medicaid, government contracts, and philanthropy.

Ownership category

akta.pro rank

Product category

Behavioral Health Services

NAICS

Health Care and Social Assistance (62), Residential Mental Health and Substance Abuse Facilities (623220), Psychiatric and Substance Abuse Hospitals (622210), Child and Youth Services (624110)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

Keywords

• Behavioral health services
• Mental health treatment
• Substance use treatment
• Crisis intervention services
• Victim support services

Headquarters

HQ city

Bartow

HQ country

United States

HQ region

North America

Offices18 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Contracts and Medicaid: Majority of funding comes from Medicaid/Title XIX reimbursement for mental health, substance use, and victim services. The organization serves approximately 74% of clients at 200%+ below poverty level who rely on donations and support.
2. Insurance Reimbursement: Accepts a wide variety of insurance plans and provides discounted self-pay rates based on proof of income through a sliding fee scale.
3. Donations and Grants: Individual donations, corporate sponsorships (Kelley Buick GMC, CPS Investment Advisors for Full Moon Howl), foundation grants (GiveWell Community Foundation Impact Polk grant), and charitable bequests.
4. Self-Pay Sliding Fee Scale: Provides discounted fees based on family size and income for uninsured clients. Will never deny services based on inability to pay.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Peace River Center is a 501(c)(3) nonprofit community behavioral health organization delivering mental health therapy, psychiatric evaluation, medication management, substance use treatment, crisis intervention, victim services (domestic violence and sexual assault), and integrated primary care. It operates 30+ programs across 24+ locations in Polk, Highlands, and Hardee counties in Florida, supplemented by telehealth, a client portal, and 24/7 crisis lines.

Product overview

Peace River Center is a 501(c)(3) nonprofit behavioral health organization offering a comprehensive portfolio of mental health, substance use disorder, and victim services across Polk, Highlands, and Hardee counties in Florida. The organization operates 30 programs across more than 24 locations through an integrated service model. Core services include Children's Services, Crisis Services (with 24/7 hotline and mobile response), Outpatient Therapy and Psychiatry, Recovery Services (including Club Success and Psychosocial Rehabilitation), Residential Housing, Substance Use Treatment, Victim Services (domestic violence and sexual assault), and Health & Wellness with integrated primary care. Supporting digital offerings include a Telehealth platform for virtual appointments, a Client Portal for clinical information access, and the Finding Your Balance mental health podcast. The organization is accredited by The Joint Commission and licensed by AHCA and DCF.

Differentiator

Problem solved

Functional benefit

Products and services

• Children's Services
• Community-Based Treatment
• Crisis Services
• Health & Wellness (Wellness Clinic)
• Mental Illness Recovery Services
• Outpatient Services
• Residential Services
• Substance Use Treatment
• Victim Services
• Virtual Appointment Platform (Telehealth)
• Client Portal

Quantifiable outcome

• Serves 26,900+ individuals annually, with 74% of clients at 200%+ below poverty level
• +2 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Lighthouse Ministries Thrift StoreminorStrategic or Co-development Partner · 30 December 2025New partnership after PRC Thrift Shoppe permanently closed December 30, 2025. Future in-kind donations supporting PRC clients transitioned to Lighthouse Ministries. Donation details at lighthousemin.org/donate-goods.
• Genoa HealthcarecoreStrategic or Co-development PartnerOn-site pharmacy services partnership providing medication fulfillment, insurance assistance (Medicaid/Medicare), medication delivery, pre-filled pill organizers, and personalized services for PRC clients. Located at 1831 Gilmore Avenue, Lakeland. Business Line: 863.614.0066, Monday-Thursday 7:30am-5:00pm.
• Clubhouse InternationalcoreStrategic or Co-development PartnerInternational certification body for Clubhouse model programs. Club Success Lakeland and Haines City are certified Clubhouse International programs. The Clubhouse model is designed to mirror a mainstream day in the workplace with over 370 Clubhouses in 32 countries.
• Florida Council Against Sexual Violence (FCASV)coreStrategic or Co-development PartnerCertifying body for sexual violence services. PRC Victim Services is certified by FCASV as part of dual certification (DCF and FCASV) for domestic violence and sexual assault services.
• Kelley Buick GMC and CPS Investment AdvisorscoreGTM or Marketing PartnerPresenting sponsors for Full Moon Howl annual fundraising event. Full Moon Howl began in 2002 and has grown to a large-scale event with 600+ attendees including Clay Pigeon Invitational and evening gala.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• BayCare Behavioral Health: Behavioral health arm of BayCare Health System, a large Florida health system operating across the Tampa Bay region. Comparable in providing mental health and substance use services, but embedded in a broader hospital network with more capital resources.
• Lutheran Services Florida: Large Florida-based nonprofit providing behavioral health, child welfare, and community services statewide. Comparable in serving vulnerable populations with state-contracted behavioral health services across multiple Florida regions.

Direct peers

• Centerstone: National nonprofit community behavioral health provider offering mental health, substance use, and victim services across multiple states. Comparable integrated service portfolio, Joint Commission accreditation, and community-based delivery model.
• Aspire Health Partners: Central Florida-based nonprofit community behavioral health organization providing mental health, substance use, and primary care services across multiple counties. Most directly comparable peer given overlapping Florida geography, integrated service model, and similar target populations.
• Directions for Living: Florida nonprofit behavioral health organization serving Pinellas County with mental health, substance use, and primary care services. Comparable integrated care model and similar size/community footprint as Peace River Center.
• The Centers (Hillsborough County): Hillsborough County, Florida behavioral health nonprofit providing mental health, substance use, and primary care services. Adjacent Florida geography with highly comparable service mix and target populations.
• Meridian Behavioral Healthcare: Florida-based nonprofit community behavioral health organization providing mental health and substance use services in North Central Florida. Comparable operating model, Florida geography, and community mental health center structure.
• Coastal Behavioral Healthcare: Sarasota County-based nonprofit providing mental health, substance use, and crisis services. Comparable Florida geography, 24-hour crisis stabilization, and community-based behavioral health mission.

Regional players

• Camelot Community Care: Community-based behavioral health and child welfare nonprofit operating primarily in the Southeastern US. Comparable in providing children's mental health, community-based treatment, and integrated support services.
• Gulf Coast Jewish Family and Community Services: Florida-based nonprofit providing behavioral health, victim services, and community support. Comparable in operating victim services programs and serving diverse vulnerable populations across Florida.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/peacervrcenter
• YouTubeyoutube.com/channel/UCcdV4v7wky9VDeXuUCBBSaQ
• Facebookfacebook.com/peacerivercenterfl
• LinkedInlinkedin.com/company/peacerivercenter
• Instagraminstagram.com/peacerivercenterfl

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 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 Peace River Center