The Guidance Center
The Guidance Center (Cumberland County Guidance Center) is a non-profit 501(c)(3) community mental health agency serving 5,000+ residents annually across Cumberland, Salem, and Gloucester Counties in New Jersey through 11 integrated programs including outpatient care, crisis intervention, housing, and justice-involved services.
- Company typePrivate
- Founded1962
- HeadquartersMillville, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What The Guidance Center does
The Guidance Center, legally Cumberland County Guidance Center, is an independent 501(c)(3) non-profit community mental health agency headquartered in Millville, New Jersey on a 26-acre wooded campus, with satellite operations reaching into Salem and Gloucester Counties. Founded in 1962 with an initial budget of $38,949, the organization has grown to a current budget exceeding $12 million and serves more than 5,000 area residents annually through 11 distinct programs. Its service portfolio spans outpatient therapy and medication management, intensive family support, supported employment, residential services, integrated case management, the Program of Assertive Community Treatment (PACT), Project for Assistance in Transition from Homelessness (PATH), Mental Health Justice Involved (MHJI) jail case management and re-integration, and a 24/7 emergency crisis hotline.
The organization's core technology is a Telehealth platform enabling remote clinical delivery alongside in-person services, with a 24/7 crisis hotline as a parallel access channel. It is primarily a clinical service provider rather than a technology company, with no proprietary software products, APIs, or AI/ML capabilities disclosed. The technology stack is operationally meaningful for access expansion but is not a differentiator.
The business model rests on three revenue streams: state and federal government grants and contracts (including Block Grant Funds from the NJ Division of Mental Health and Hospitals and Community Mental Health Act grants), client service fees, and donations/fundraising (annual golf tournament, awards dinner, raffles, and foundation gifts). Go-to-market is referral-driven across a defined three-county service area, with intake via the 11 programs and the crisis hotline. The governing structure is a volunteer Board of Trustees, typical of community mental health non-profits, with executive leadership under Executive Director Elizabeth Meenan, Medical Director David Harrison, and CFO Barbara Marchiano.
The Guidance Center firmographics
Firmographics- Name
- The Guidance Center
- Legal name
- Cumberland County Guidance Center
- Website
- https://ccgcnj.org
- Company type
- Private
- Founded year
- 1962
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- The Guidance Center (Cumberland County Guidance Center) is a non-profit 501(c)(3) community mental health agency serving 5,000+ residents annually across Cumberland, Salem, and Gloucester Counties in New Jersey through 11 integrated programs including outpatient care, crisis intervention, housing, and justice-involved services.
- Ownership category
- akta.pro rank
The Guidance Center industry classification
Industry- Product category
- Community Mental Health Services
- NAICS
- Outpatient Mental Health and Substance Abuse Centers (621420), Other Individual and Family Services (624190), Offices of Mental Health Practitioners (except Physicians) (621330)
- SIC
- Services-Specialty Outpatient Facilities, Nec (8093), Services-Social Services (8300), Services-Health Services (8000)
- akta.pro primary industry
- Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA)
- akta.pro secondary industries
- Mental Health & Crisis Support Services (BPAGACAD), Mental Health & Crisis Support Services (BPAGAEAH)
Keywords
Where The Guidance Center is headquartered
LocationHeadquarters
- HQ city
- Millville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The Guidance Center business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Government Grants and Contracts: State and federal funding including Block Grant Funds from the Division of Mental Health and Hospitals, Community Mental Health Act grants
- Donations and Fundraising: Annual golf tournaments, awards dinners, 50/50 raffles, and general donations from community sponsors
- Client Service Fees: Mental health services provided to individuals and families, likely with sliding scale or insurance-based billing
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | One time | Donation tiers for fundraising events |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
The Guidance Center product offering
Product offeringCore offering
The Guidance Center is a community mental health agency providing outpatient therapy and medication management, intensive family support, supported employment assistance, residential services, integrated case management, PACT, PATH homelessness outreach, mental health services for justice-involved individuals, and 24/7 crisis intervention to adults, children, and families in Cumberland, Salem, and Gloucester Counties, NJ. Services are delivered via in-person care at its Millville headquarters and Vineland satellite, supplemented by telehealth and a 24/7 crisis hotline.
Product overview
The Guidance Center (Cumberland County Guidance Center) is a non-profit community mental health agency providing compassionate, professional care for individuals and families with mental health needs. The organization operates as a service provider rather than a technology product company, offering a comprehensive suite of mental health programs and support services rather than software products or technology solutions. Services include outpatient therapy and medication management, intensive family support, supported employment assistance, residential services, case management, and emergency/crisis services.
Differentiator
Problem solved
Functional benefit
Products and services
- Outpatient Services Outpatient therapy, medication monitoring, and medication management for adults, children, and families with mental health needs.
- Intensive Family Support Services (IFSS) Intensive support services for families managing mental health challenges within the household, provided by The Guidance Center's clinical team.
- Supported Employment Services (SES) Employment assistance program that helps individuals with mental illness obtain and maintain competitive employment in the community.
- Residential Services Community-based residential services and supportive housing for individuals with mental illness, including adult partial care and community residences operated by the agency.
- Community Support Services (CSS) Community-based mental health support services that help clients live, work, and participate in their communities.
- Integrated Case Management Services (ICMS) Coordinated case management services that integrate clinical care and community resources for individuals with mental illness, including adult clinical and liaison case management.
- Project for Assistance in Transition from Homelessness (PATH) Outreach and case management program using a Housing First model to serve individuals experiencing homelessness with co-occurring mental illness and addiction.
- Program of Assertive Community Treatment (PACT) Multidisciplinary team-based intensive community treatment for individuals with severe and persistent mental illness, delivered in the community rather than in a clinical setting.
- Mental Health Justice Involved (MHJI) Jail case management and re-integration mental health services for individuals involved with the justice system, supporting transition back into the community.
- Emergency Services (Crisis) 24/7 crisis intervention services delivered through a dedicated crisis hotline (856-455-5555) and emergency response, including collaboration with local law enforcement via the Response Center.
- Adult Partial Care Adult partial day program providing structured clinical and rehabilitative services for adults with mental illness as a step-down or alternative to full hospitalization.
Companies that use The Guidance Center
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
The Guidance Center technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Guidance Center partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Newfield National BankcoreCommunity sponsor for The Guidance Center's fundraising events. John Borelli, Jr., president/CEO presented check as 2021 Community Sponsor, supporting mental health programs benefiting individuals and families in greater Cumberland County area.
- Genoa HealthcareminorPharmacy partner providing pharmacy services for mental health patients at the facility
- NJAMHAA (New Jersey Association of Mental Health and Addiction Agencies)minorProfessional membership organization for mental health and addiction service providers in New Jersey
- Eastlyn Golf CourseminorVenue partner for annual golf tournament fundraiser held at Eastlyn Golf Course & The Greenview Inn in Vineland, NJ
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
The Guidance Center competitors and assessment
Company assessmentDirect peers
- Aspire Health Partners: Florida-based nonprofit providing mental health, substance abuse, residential, case management, and primary care services. Directly comparable in offering a vertically integrated array of behavioral health and social-support programs in a defined service region.
- Princeton House Behavioral Health: New Jersey-based outpatient and partial-hospitalization behavioral health provider affiliated with Penn Medicine. Comparable in delivering outpatient mental health, partial care, and integrated psychiatric services to adults and families across the state, though it operates at a larger scale and is hospital-affiliated.
- Rutgers University Behavioral Health Care: New Jersey-based academic-affiliated provider of outpatient mental health, addiction, and case management services statewide. Comparable in clinical service mix and target populations, with deeper research/psychiatry resources but a similar community-provider footprint.
- Hackensack Meridian Health Carrier Clinic: New Jersey-based behavioral health hospital and outpatient provider (formerly Carrier Clinic), now part of Hackensack Meridian Health. Comparable in inpatient, residential, and outpatient mental health services, with a larger scale and hospital-system backing.
- Preferred Behavioral Health Group: New Jersey-based nonprofit mental health and addiction services provider in Ocean and Monmouth counties. Directly comparable in offering outpatient, partial care, supported employment, integrated case management, and PATH-style homeless services to a similar client base.
- CarePlus New Jersey: New Jersey-based nonprofit providing outpatient mental health, substance use, and integrated case management services across northern and central NJ. Comparable service mix (outpatient, case management, residential-adjacent programs) and comparable nonprofit/government-funded revenue model.
- Acenda Integrated Health: New Jersey-based 501(c)(3) community mental health and addiction services nonprofit headquartered in Cape May. The most directly comparable peer: similar nonprofit model, similar 11+ program array, overlapping geography in South Jersey, and The Guidance Center's current Executive Director previously served as Acenda's COO.
- Mental Health Association of Essex and Morris: New Jersey-based nonprofit providing outpatient mental health, case management, supportive housing, and advocacy services. Directly comparable in mission, service mix (outpatient, housing, advocacy), and nonprofit funding model.
Broad incumbents
- Volunteers of America: National nonprofit operating behavioral health, housing, and human services programs across all 50 states. Comparable mission-driven, government-funded community service model, with comparable case management and supportive housing offerings, but at vastly greater scale.
- Centerstone: National nonprofit providing mental health, substance use, and integrated behavioral health services across multiple states. Comparable community mental health and case management model at much greater scale, useful as a benchmark for operating model and consolidation patterns.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights1 record
Customer concentration
The Guidance Center social profiles
Digital presenceThe Guidance Center financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Guidance Center leadership team
Management profileNumber of profiles
Profiles14 records
The Guidance Center funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Guidance Center M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Guidance Center
What does The Guidance Center do?
The Guidance Center is a community mental health agency providing outpatient therapy and medication management, intensive family support, supported employment assistance, residential services, integrated case management, PACT, PATH homelessness outreach, mental health services for justice-involved individuals, and 24/7 crisis intervention to adults, children, and families in Cumberland, Salem, and Gloucester Counties, NJ. Services are delivered via in-person care at its Millville headquarters and Vineland satellite, supplemented by telehealth and a 24/7 crisis hotline.
Is The Guidance Center a public or private company?
The Guidance Center is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was The Guidance Center founded?
The Guidance Center was founded in 1962. It employs 101 to 250 people.
Where is The Guidance Center based?
The Guidance Center is headquartered in Millville, United States, in the North America region.
How does The Guidance Center make money?
Three revenue lines are on record. Government Grants and Contracts are the primary driver. The others are donations and Fundraising and client Service Fees.
Who are The Guidance Center's main competitors?
Direct peers on record are Aspire Health Partners, Princeton House Behavioral Health, Rutgers University Behavioral Health Care, Hackensack Meridian Health Carrier Clinic, Preferred Behavioral Health Group, CarePlus New Jersey, Acenda Integrated Health and Mental Health Association of Essex and Morris. Broad incumbents are Volunteers of America and Centerstone.
Does The Guidance Center have an API?
No public API is recorded for The Guidance Center.
What industry is The Guidance Center in?
The Guidance Center's product category is Community Mental Health Services. Its primary akta.pro industry code is HLAFACAA, Outpatient Mental Health Clinics & Counseling Centers, with a secondary code of BPAGACAD, Mental Health & Crisis Support Services. Its NAICS code is 621420 and its SIC code is 8093.