New Oakland Family Centers

What New Oakland Family Centers does

New Oakland Family Centers is a privately held, founder- and family-owned behavioral health provider founded in 1991 by Dr. Ismail Sendi and headquartered in Ann Arbor, Michigan. The company delivers a full continuum of mental health services — outpatient therapy, intensive outpatient (IOP), partial hospitalization (PHP), 24-hour crisis stabilization, mobile crisis response, psychiatric evaluation, medication management, and specialized programs for eating disorders, substance use, working professionals, and dialectical behavior therapy — through 15-16 clinic locations across Michigan and a HIPAA-compliant telehealth channel serving more than 30,000 individuals annually.

The core clinical asset is the proprietary FACE to FACE PHP/IOP program, which New Oakland pioneered as an alternative to inpatient psychiatric hospitalization and has since scaled into four specialized adaptations: CERV (eating disorders), PROPEL (working professionals), SUSTAIN (substance use disorder), and DBT Plus (dialectical behavior therapy). Technology infrastructure is largely third-party: DocuWare handles digital intake and document management, Patient Notebook manages billing and payments, and a HIPAA-compliant video platform supports telehealth; the Mobile Crisis Team, launched in 2013, uses internally developed deployment technology for real-time coordination. The organization integrates with Michigan's Community Mental Health entities, physician practices, schools, and hospitals as a referral-driven care network.

Revenue is generated primarily through insurance billing across most major plans, supplemented by a $25 cash-pay tier for DBT Plus group sessions and a sliding-fee schedule. GTM combines referral partnerships (CMHs, schools, hospitals, physician practices) with direct-to-consumer intake via a 24/7/365 call center, online forms, and walk-in assessments. Leadership remains in the Sendi family, with Kevin Sendi (JD, MBA) as President and CEO and Dr. Jeffrey Sendi (DO) as Chief Medical Officer, supported by board-certified psychiatrists, psychologists, and licensed clinical staff across the statewide footprint.

Name

New Oakland Family Centers

Legal name

New Oakland Family Centers

Website

https://newoakland.org

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

New Oakland Family Centers is a Michigan-based, founder-owned behavioral health provider operating 15-16 clinics statewide, delivering outpatient therapy, partial hospitalization, crisis stabilization, and mobile crisis services to more than 30,000 individuals annually via its proprietary FACE to FACE program and specialized CERV, PROPEL, SUSTAIN, and DBT Plus tracks.

Ownership category

akta.pro rank

Product category

Mental Health Services

NAICS

Nursing and Residential Care Facilities (623)

SIC

Services-Specialty Outpatient Facilities, Nec (8093), Services-Health Services (8000)

akta.pro primary industry

Behavioral Health & Cognitive Support Coordination (Dementia, Depression, SUD) (HSABAIAF)

Keywords

• Mental health services
• Crisis stabilization
• Psychiatric care
• Outpatient counseling
• Behavioral health programs

Headquarters

HQ city

Ann Arbor

HQ country

United States

HQ region

North America

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance-based Mental Health Services: New Oakland accepts most major insurance plans. Copay/co-insurance and deductible amounts are based on each person's health plan benefits. Services include outpatient therapy, partial hospitalization (PHP), intensive outpatient (IOP), crisis stabilization, and medication management billed through insurance.
2. Self-Pay Services: DBT Plus group sessions operate on a cash basis ($25 per session). Assessment and monthly individual sessions are billed to insurance. Additional services like telephone coaching and social media support are provided at no charge.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

New Oakland Family Centers operates a continuum of mental health services across Michigan, anchored by its proprietary FACE to FACE Partial Hospital Program (PHP) and Intensive Outpatient Program (IOP) with specialized adaptations for eating disorders (CERV), working professionals (PROPEL), and substance use (SUSTAIN). The organization also delivers 24/7 crisis stabilization, mobile crisis deployment, outpatient therapy, psychiatric evaluations, medication management, ADHD and trauma assessments, case management, and HIPAA-compliant telehealth through 16 Michigan locations.

Product overview

New Oakland Family Centers is a comprehensive mental health services provider offering a multi-tiered portfolio of programs and services across Michigan. The core FACE to FACE™ program serves as the foundational Partial Hospital Program (PHP) and Intensive Outpatient Program (IOP), with four specialized adaptations: CERV™ for eating disorders, PROPEL™ for working professionals, SUSTAIN™ for substance use disorders, and DBT Plus™ for dialectical behavior therapy. The organization provides 24-hour crisis stabilization and mobile crisis teams, psychiatric evaluations, medication management, individual/group/family therapy, ADHD assessment, trauma evaluation, and case management. Services are delivered through 16 Michigan locations and via telehealth. The organization integrates with Patient Notebook for billing, DocuWare for forms management, and HIPAA-compliant video platforms for telehealth.

Differentiator

Problem solved

Functional benefit

Products and services

• FACE to FACE™ Partial Hospital Program (PHP) Comprehensive full-day, multi-day Partial Hospital Program providing group, individual, and family therapies as an alternative to inpatient psychiatric hospitalization for children, teens, and adults.
• FACE to FACE™ Intensive Outpatient Program (IOP) Step-down level of intensive outpatient care based on FACE to FACE principles, providing structured therapeutic support on a less than full-day basis for children, teens, and adults.
• CERV™ Eating Disorders Program Specialized eating disorder treatment offering rigorous non-residential care for individuals with disordered eating, body image issues, and co-occurring mental health conditions of all types.
• PROPEL™ PHP for Working Professionals Partial Hospital Program adapted for adults in demanding careers, addressing anxiety, mood challenges, and stress related to work, school, or professional life through therapeutic services and skills-building.
• SUSTAIN™ Substance Use Disorder Program Substance use disorder program led by addiction medicine specialists that integrates individual, group, and family therapy to address physical and behavioral causes of substance abuse and support long-term recovery.
• 24-Hour Crisis Stabilization and Mobile Crisis Team Immediate 24/7 mental health crisis support providing on-site intervention in communities, schools, homes, and hospital emergency departments, with rapid mobile crisis team deployment across Michigan.
• Psychiatric Evaluations Expert mental health assessments conducted by psychiatrists and psychiatric nurse practitioners to identify root causes of emotional and behavioral challenges and guide personalized treatment plans.
• Individual, Group and Family Therapy Comprehensive therapy services delivered by licensed, experienced therapists using evidence-based approaches to help individuals achieve emotional balance, families find unity, and groups foster support.
• DBT Plus™ Dialectical Behavior Therapy Dialectical Behavior Therapy program combining Mindfulness, Distress Tolerance, Emotion Regulation, and Interpersonal Effectiveness skills with practical behavioral strategies, including 4-5 group sessions and one individual session per month for 3-6 months.
• Medication Management Personalized medication solutions delivered by experienced psychiatrists and psychiatric nurse practitioners who tailor treatments, monitor progress, and adjust medications to ensure safety and effectiveness.
• ADHD Assessment and Treatment Comprehensive ADHD evaluations and individualized treatment plans integrating therapy, medication management, and a whole-person approach that combines ADHD diagnosis with other elements of individual needs.
• Trauma Evaluation Comprehensive youth trauma testing conducted by experienced psychologists specializing in assessing children who may have experienced abuse, neglect, or other traumatic events, using evidence-based tools to develop personalized treatment plans.
• Case Management Coordinated support connecting clients with resources, tracking progress, and collaborating with providers to create an integrated path to recovery tailored to individual needs.
• Telehealth Services Secure, HIPAA-compliant virtual mental health care delivered via video sessions, allowing individuals and families to connect with licensed providers from their homes with hybrid online and in-person options.

Quantifiable outcome

• 4.35 million+ service encounters delivered to date
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Michigan Community Mental Health (CMH) EntitiescoreStrategic or Co-development PartnerCollaborative partnerships with Michigan's Community Mental Health entities for referrals and coordinated care delivery, ensuring comprehensive mental health services across the state.
• Michigan Physician PracticescoreChannel Partner/ Reseller/ DistributorReferral partnerships with physician practices across Michigan for comprehensive mental health care coordination and patient referrals.
• Michigan SchoolscoreStrategic or Co-development PartnerPartnerships with educational institutions to address student mental health needs and provide timely intervention and support services.
• Michigan HospitalscoreStrategic or Co-development PartnerCollaborative relationships with hospital emergency departments for crisis intervention, mobile crisis team deployment, and seamless care transitions.
• Substance Use Recovery GroupsminorStrategic or Co-development PartnerPartnerships with recovery groups to provide comprehensive substance use disorder treatment and ongoing support services.
• National Health Service Corps (NHSC)coreOthersNHSC Loan Repayment Program participant, offering licensed mental and behavioral health clinicians up to $50,000 in loan repayment support in exchange for two-year service commitment at NHSC-approved sites in Health Professional Shortage Areas.
• Oakland County Schools - Aspire ProgramcoreStrategic or Co-development PartnerInnovative partnership with Oakland County Schools for the Aspire Program, creating an integrated mental health and educational program designed to enhance personal and academic success of participating students.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Pine Rest Christian Mental Health Services: Michigan-headquartered comprehensive mental health provider offering inpatient, residential, PHP/IOP, outpatient, and crisis services. Closest geographic and service-line analog to New Oakland's multi-program, multi-site Michigan footprint.
• Rogers Behavioral Health: National specialty provider of PHP, IOP, residential, and outpatient mental health treatment including OCD, anxiety, depression, and eating disorders. Closely comparable to New Oakland's FACE to FACE PHP/IOP model and specialty programming.
• Sheppard Pratt: One of the largest private non-profit behavioral health systems in the U.S., offering inpatient, PHP/IOP, outpatient, and specialty programs. Comparable to New Oakland in continuum-of-care breadth and multi-decade operating history.
• Sandstone Care: Specialty provider of PHP, IOP, and outpatient mental health and substance use treatment primarily for adolescents and young adults. Comparable to New Oakland's FACE to FACE youth/family programs and SUSTAIN SUD track.
• Brightside Health: Telehealth-first mental health platform delivering online psychiatry and therapy across multiple states. Directly comparable to New Oakland's telehealth delivery layer and its outpatient therapy/medication management offerings.
• Talkiatry: National virtual psychiatry practice delivering medication management and therapy via in-network insurance billing. Closely comparable to New Oakland's insurance-based psychiatry/medication management service line delivered through telehealth.

Emerging players

• Cerebral: Online mental health subscription platform offering therapy, medication management, and counseling. Adjacent competitor to New Oakland's outpatient and telehealth services with overlapping patient acquisition tactics.
• Charlie Health: Virtual intensive outpatient and outpatient programs for adolescents and young adults with mental health and substance use conditions. Comparable to New Oakland's teen-focused FACE to FACE IOP track and SUSTAIN program.

Broad incumbents

• Acadia Healthcare: Public company operating the largest network of behavioral healthcare facilities in the U.S., including psychiatric hospitals and residential treatment centers. Comparable to New Oakland's specialty behavioral health model at significantly larger national scale.
• Universal Health Services: Public hospital management company with a large Behavioral Health division operating acute inpatient, residential, and outpatient facilities nationwide. Comparable to New Oakland's behavioral health service portfolio within a much larger diversified operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/new-oakland-family-centers

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 New Oakland Family Centers