UIRehab

What UIRehab does

UIRehab (legal entity Universal Institute, Inc.) is a private neurological rehabilitation provider founded in 1989 by Jerry Lasso and headquartered in Livingston, New Jersey. The company serves adults with traumatic brain injury, spinal cord injury, neurological conditions, and developmental disabilities through an integrated multi-service platform. Core operations include 28 community residential homes providing 24/7 supervised living, facility-based clinical rehabilitation (Physical, Occupational, Speech, and Cognitive Therapy), Medical Services with on-site nursing and physician staff, a Structured Day Program with three tracks, and the TRU Vocational Program featuring a Vo-Tech Center and the cUIRated Gallery for employment preparation and community integration. UIRehab was the first U.S. facility to deploy SaeboVR, an FDA-approved virtual reality ADL rehabilitation system, and maintains a proprietary Sensory Gym System co-designed by Director of Occupational Therapy Christine White in collaboration with Summit Sensory Gym.

The business model is service-based healthcare delivery reimbursed through diversified payer channels including NJ DDD Fee for Service, NJ TBI MLTSS Medicaid, Medicare, private health insurance, Workers' Compensation, No Fault Auto Insurance, and private pay. Go-to-market is referral-driven: clients are admitted via medical provider referrals, insurance authorization, and pre-admission intake screenings at the Livingston and Long Branch facilities. The company has maintained full three-year CARF accreditation for 23 consecutive years, covering Interdisciplinary Outpatient Medical Rehabilitation Programs and Vocational Services. Ownership is founder-family controlled under the leadership of President/CEO Adam Steinberg and VP/CFO Lisa Lasso, with no disclosed private equity or venture capital backing. Marketing combines organic social media (Instagram, Facebook), a weekly MixCloud radio show produced by clients, monthly enrichment calendars, and a podcast to drive top-of-funnel awareness among families and referral sources.

Name

UIRehab

Legal name

Universal Institute, Inc.

Website

https://uirehabnj.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

UIRehab is a New Jersey-based neurological rehabilitation provider serving adults with brain injury, spinal cord injury, and developmental disabilities through 28 residential homes, facility-based therapy, medical services, day programs, and vocational training, reimbursed via Medicaid, Medicare, and private insurance.

Ownership category

akta.pro rank

Product category

Neurological Rehabilitation Services

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Residential Intellectual and Developmental Disability Facilities (623210), Services for the Elderly and Persons with Disabilities (62412), Residential Intellectual and Developmental Disability, Mental Health, and Substance Abuse Facilities (6232)

SIC

Services-Skilled Nursing Care Facilities (8051), Services-Home Health Care Services (8082), Services-Specialty Outpatient Facilities, Nec (8093), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Neurologic Rehabilitation Centers (Stroke/TBI/SCI/MS/Parkinson’s) (HLADAJAH)

akta.pro secondary industries

Neurorehabilitation Centers (HLAFAFAH), Neurologic Rehabilitation (Stroke, TBI, Parkinson’s, MS) (HSADAIAC), Adult Day Rehabilitation & Therapy Programs (PT/OT/SLP) (HLADAIAD)

Keywords

• Neurological rehabilitation services
• Brain injury rehabilitation
• Residential rehabilitation programs
• Cognitive therapy services
• Vocational rehabilitation services

Headquarters

HQ city

Livingston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Healthcare Insurance Reimbursement: Services reimbursed through health insurance programs including New Jersey DDD Fee for Service, New Jersey TBI MLTSS Medicaid programs, Medicare, and private health insurance.
2. Workers' Compensation: Workers' compensation programs cover services for work-related injuries.
3. No Fault Auto Insurance: No Fault Auto Insurance programs cover rehabilitation services for accident-related injuries.
4. Private Pay: Self-pay clients who cover services out-of-pocket.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

UIRehab provides comprehensive neurological rehabilitation and 24/7 residential living services for adults with traumatic brain injury, spinal cord injury, developmental disabilities, and other neurological conditions. Core clinical offerings include Physical, Occupational, Speech, and Cognitive Rehabilitation Therapy, supported by on-site Medical Services, a Structured Day Program with three specialized tracks, and a TRU Vocational Program featuring a Vo-Tech Center and cUIRated Gallery for employment preparation and community reintegration.

Product overview

UIRehab is a neurological rehabilitation provider offering a multi-service platform for adults with brain injury, spinal cord injury, and developmental disabilities. The core offering consists of Residential Services (28 community homes with 24/7 supervision) and Rehabilitation Services (Physical, Occupational, Speech, and Cognitive Therapy). These are supported by Medical Services (on-site nursing and physician staff), a Structured Day Program with three specialized tracks, and a TRU Vocational Program featuring a Vo-Tech Center and cUIRated Gallery for employment preparation and community integration. Care Coordination ties all services together through an interdisciplinary team approach.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Services 24/7 community living services for adults with traumatic brain injury (TBI), spinal cord injury, and developmental disabilities (DDD), delivered across 28 single-bedroom community homes in New Jersey. Each home provides staff supervision, activities-of-daily-living assistance, medication management, meal preparation, transportation, recreation, and community reintegration support, with skilled nursing care available as needed.
• Physical Therapy Clinical physical rehabilitation focused on restoring motor function, strength, mobility, and independence for adults with neurological conditions, using therapeutic techniques, gait training systems, and assistive device evaluation. Delivered at UIRehab's Livingston and Long Branch rehabilitation centers.
• Occupational Therapy Therapy emphasizing functional independence through ADL skills (self-feeding, grooming, dressing), life skills (cooking, community reintegration), and sensory integration, featuring the SaeboVR FDA-approved virtual reality ADL system and the BTE Simulator. The Livingston OT department was the first facility in the United States to offer SaeboVR to clients.
• Speech Therapy Diagnostic and intervention services for communication disorders including aphasia, dysarthria, apraxia, dysphagia, and cognitive-communication impairments, utilizing augmentative alternative communication (AAC) technologies to support naturalistic communication and sensory exploration for clients with developmental disabilities.
• Cognitive Rehabilitation Therapy Therapy addressing attention, memory, reasoning, problem-solving, organization, and executive functioning through individualized functional skill acquisition and compensatory strategy training for adults with acquired brain injury and neurological conditions.
• Structured Day Program Non-residential therapeutic day program at the 15 Microlab facility with three specialized tracks: Social Adult TBI & DDD Day Program, Residential DDD & Senior DDD Program, and Young Adult DDD Outpatient Program, featuring enrichment activities and vocational services. The 11 Microlab expansion opened in 2023.
• Medical Services On-site clinical medical care including registered nurses (RNs), licensed practical nurses (LPNs), medication technicians, primary care physician, physiatrist, psychiatrist, podiatrist, and dentist providing comprehensive care coordination and daily health management for residential and day-program clients.
• TRU Vocational Program Therapeutic Rehabilitation Universal (TRU) vocational program offering vocational training, resume building, interview skills, supported employment, and volunteer opportunities through dedicated work spaces including a front desk, art lounge, wood shop, and library, plus a Vo-Tech Center and cUIRated Gallery for employment preparation and community integration.
• Care Coordination Coordinated care system led by the executive team (CEO, CFO, and clinical directors) providing comprehensive therapy scheduling, client orientation, goal setting, and discharge planning across all UIRehab services.
• State-of-the-art Sensory Gym Sensory-safe, interactive, and calming therapeutic environment designed to increase independence, ease stress in social situations, and promote sensory integration, featuring a proprietary therapeutic swing system co-designed with Summit Sensory Gym. Launched in 2025.

Quantifiable outcome

• CARF accreditation achieved for 23 consecutive years, demonstrating sustained quality standards
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

20 partnerships are on record, tiered minor and core.

• Brain Injury Association of America (BIAA)minorOthersAffiliated organization supporting brain injury awareness and advocacy. Listed as a community partner on UIRehab's affiliations page.
• Brain Injury Association of New Jersey (BIANJ)minorOthersState-level brain injury advocacy and support organization. Listed as a community partner on UIRehab's affiliations page.
• New Jersey Division of Disability Services (DDD)coreOthersGovernment agency providing fee-for-service funding for individuals with developmental disabilities. UIRehab accepts NJ DDD Fee for Service as a reimbursement source.
• NJ Sharing NetworkminorOthersNon-profit organ donation organization. Listed as a community partner on UIRehab's affiliations page.
• LifeTownminorOthersOrganization providing life skills and enrichment programs for individuals with disabilities. Listed as a community partner on UIRehab's affiliations page.
• Livingston Advisory Committee for DisabilityminorOthersLocal municipal committee supporting disability services in Livingston, NJ. Listed as a community partner on UIRehab's affiliations page.
• RCPA (Rehabilitation and Community Providers Association)minorOthersState association of rehabilitation and community service providers. Listed as a community partner on UIRehab's affiliations page.
• Rutgers UniversityminorOthersEducational institution partnership for workforce development and training. Listed on affiliations page.
• Seton Hall UniversityminorOthersEducational institution partnership for workforce development and training. Listed on affiliations page.
• NYU (New York University)minorOthersEducational institution partnership for workforce development and training. Listed on affiliations page.
• Montclair State UniversityminorOthersEducational institution partnership for workforce development and training. Listed on affiliations page.
• Eastwick CollegeminorOthersEducational institution partnership for workforce development and training. Listed on affiliations page.
• Bergen Community CollegeminorOthersEducational institution partnership for workforce development and training. Listed on affiliations page.
• Ithaca CollegeminorOthersEducational institution partnership for workforce development and training. Listed on affiliations page.
• Quinnipiac UniversityminorOthersEducational institution partnership for workforce development and training. Listed on affiliations page.
• Touro UniversityminorOthersEducational institution partnership for workforce development and training. Listed on affiliations page.
• University of ScrantonminorOthersEducational institution partnership for workforce development and training. Listed on affiliations page.
• William Paterson UniversityminorOthersEducational institution partnership for workforce development and training. Listed on affiliations page.
• Division for Vocational RehabilitationcoreOthersGovernment vocational rehabilitation services that connect clients with supported employment opportunities. Listed as a local community connection for vocational services in Long Branch.
• Habitat for HumanityminorOthersNon-profit organization providing volunteer opportunities for UIRehab clients. Listed as a local community connection for vocational services in Long Branch.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• NeuroRestorative: Operates a national network of residential and outpatient neuro-rehabilitation programs for adults with brain and spinal cord injuries. Directly comparable to UIRehab in target population, service model, and payer mix.
• Bancroft: New Jersey-headquartered provider serving individuals with intellectual and developmental disabilities and brain injuries through residential, day, and clinical programs. Highly comparable geographic and service overlap with UIRehab.
• Centre for Neuro Skills: Provides post-acute neuro-rehabilitation for TBI and stroke patients with residential and outpatient programs. Highly comparable in clinical methodology and patient population to UIRehab.
• Pate Rehabilitation: Texas-based provider of brain injury rehabilitation with residential, outpatient, and day programs. Strong analog to UIRehab's multi-disciplinary, multi-setting neurorehab model.
• ReMed: Provides post-acute brain injury rehabilitation including residential, outpatient, and supported living services. Comparable in clinical model and patient acuity to UIRehab's residential programs.
• The Recovery Project: Specializes in intensive outpatient neuro-rehabilitation for spinal cord injury, TBI, and stroke using evidence-based therapy models. Comparable in clinical focus on neurologic recovery to UIRehab's therapy programs.
• Rehab Without Walls: Delivers home- and community-based neuro-rehabilitation for brain injury and neurological conditions. Comparable to UIRehab's in-home and community reintegration services within a similar patient cohort.
• Learning Services (Sevita Health): National operator of residential and supported living programs for adults with brain injuries and developmental disabilities. Direct competitor in the same payer-funded residential ABI/DDD space.

Broad incumbents

• Shepherd Center: Nationally recognized specialty rehabilitation hospital for spinal cord injury, brain injury, and neurorehabilitation. Larger, more research-oriented peer in the same neuro-rehab clinical category.

Regional players

• Kessler Institute for Rehabilitation: Operates inpatient rehabilitation hospitals across New Jersey with established neuro-rehab programs. Adjacent operator sharing the same NJ geography and referral ecosystem, with broader inpatient scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubemixcloud.com/NewsandNoise
• Facebookfacebook.com/profile.php?id=61555215720991
• Instagraminstagram.com/ui_rehab

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 UIRehab