What The Up Center does

The Up Center is a 501(c)(3) nonprofit human services organization headquartered at 580 E. Main Street, Suite 400, Norfolk, Virginia, founded in 1883 and operating with 101–250 employees across Hampton Roads and (for Sponsored Residential) statewide Virginia. The organization delivers an integrated wraparound service portfolio organized into four focus areas — Strengthening Children & Families, Advancing Housing & Financial Stability, Expanding Access to Mental Health & Recovery, and Providing Pathways to Independence — encompassing 20+ program lines including Mental Health and Substance Use Counseling, Foster Care (including Therapeutic Foster Care), Team Up Mentoring, Healthy Families, Parents as Teachers, Doula Services, Dad 2 Dads, Representative Payee, Sponsored Homes, the Steven A. Cohen Military Family Clinic, Housing/Financial/Eviction/Foreclosure/Reverse Mortgage Counseling, and the REVIVE! Naloxone Education community training series. It serves children and families, military families, adults needing mental health and recovery support, adults with developmental disabilities, and individuals facing housing or financial instability, reaching over 10,000 community members annually.

The technology footprint is conventional nonprofit infrastructure rather than a product platform: a WordPress website at theupcenter.org, a third-party EHR-linked New Client Registration portal (ncr2.ehryourway.com via ehrYourWay), Zoom for virtual programming, Eventbrite for free training registration, and Google/Outlook/iCalendar subscription feeds for the events calendar. The website serves as the primary digital surface for donations, foster-parent inquiry (with multi-step self-assessments), event registration, newsletter signup, and program information. No proprietary software, API, SDK, or mobile app is offered.

Revenue mechanics are diversified across four streams: government and grant funding (HUD, Virginia Housing, the Cohen Military Family Clinic network, federal/state/local grants), individual donations (Donor Impact Center, suggested tiers of $50/$100/$200, Step Up & Step Out fundraiser), corporate giving (managed by a Chief Development Officer and Major Gifts Manager; KPMG $250K in 2025), and client service fees backed by a Revenue Cycle & Client Experience department handling third-party billing for counseling and case-management services. Pricing is not publicly disclosed; community education events are free, counseling is insurance/grant-billable via a Bill Pay portal, and donations are suggested at preset tiers. Go-to-market is community-led and event-driven, with heavy reliance on free recurring Zoom-based trainings, word-of-mouth referrals, and direct intake via phone (three dedicated lines) and the online portal.

Name

The Up Center

Legal name

The Up Center

Website

https://theupcenter.org

Company type

Private

Founded year

1883

Operating status

Operating

Headcount range

101–250 employees

Short description

The Up Center is a Norfolk, Virginia-based 501(c)(3) nonprofit founded in 1883 that delivers integrated human services — mental health counseling, foster care, disability services, housing counseling, and military family support — to more than 10,000 community members annually across Hampton Roads.

Ownership category

akta.pro rank

Product category

Community Human Services

NAICS

Other Individual and Family Services (62419), Child and Youth Services (62411), Residential Intellectual and Developmental Disability Facilities (62321), Residential Intellectual and Developmental Disability, Mental Health, and Substance Abuse Facilities (6232), Other Community Housing Services (624229)

SIC

Services-Social Services (8300)

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGACAD)

akta.pro secondary industries

Youth Housing, Foster Care & Wraparound Support (Education-Linked) Nonprofits (BPAGADAO), Peer Support, Recovery Coaching & Sober Living Services (HLAFACAN), Mental Health Counseling & Therapy Services (K–12) (EDAJALAG), Family Resource Centers & Wraparound Support Services (EDACALAH)

Keywords

• Community mental health services
• Foster care services
• Housing counseling services
• Youth development programs
• Family support services

Headquarters

HQ city

Norfolk

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government & Grants Funding: As a 501(c)(3) nonprofit (EIN 54-0674774), The Up Center is sustained primarily through grants from federal, state, and local government sources, including HUD (Tiffany Olsen is a HUD Certified Housing Counselor), Virginia Housing (Homebuyer Education facilitator), and Cohen Military Family Clinic funding for the Steven A. Cohen Military Family Clinic.
2. Donations & Individual Giving: Fundraising via the "Donate" CTA, individual giving page (/ways-to-give/), Donor Impact Center, Step Up & Step Out event, and three preset giving tiers ($50 mentor support, $100 new foster parent support, $200 veterans mental health support).
3. Corporate Giving & Sponsorships: Corporate sponsorship pipeline managed through the "Corporate Giving" page and led by the Chief Development Officer (Abby Peterkin), with Steven Schwamman-Hayes as Major Gifts Manager.
4. Client Service Fees (Billable Counseling): The organization offers a "Bill Pay" function (/pay-your-bill/) and runs a Revenue Cycle & Client Experience department (Tereasha Saunders, 25 years of Revenue Cycle Management experience, RHIA credentialed), indicating third-party billing/insurance for counseling and related services.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

The Up Center is a Norfolk, Virginia-based 501(c)(3) nonprofit that delivers a unified portfolio of prevention, intervention, and support programs spanning mental health and substance use counseling, therapeutic foster care, youth mentoring, early childhood home visiting, doula services, family counseling, disability services (Representative Payee and Sponsored Homes), the Steven A. Cohen Military Family Clinic, and HUD-certified housing and financial counseling. Programs are organized around four focus areas—Strengthening Children & Families, Advancing Housing & Financial Stability, Expanding Access to Mental Health & Recovery, and Providing Pathways to Independence—delivered in-person across Hampton Roads and virtually via Zoom, with intake through phone, online portal, and free community events.

Product overview

The Up Center is a Norfolk, Virginia-based nonprofit human services organization (not a technology company) that delivers a portfolio of prevention, intervention, and support programs organized around four focus areas: Strengthening Children & Families, Advancing Housing & Financial Stability, Expanding Access to Mental Health & Recovery, and Providing Pathways to Independence. The portfolio is structured as a unified mission platform of interconnected service programs — including Mental Health Counseling, Substance Use Counseling, Peer Recovery, Youth Centered Care, Team Up Mentoring, Early Childhood Development, Healthy Families, Parents as Teachers, Doula Services, Family Counseling, Dad 2 Dads, Representative Payee, Sponsored Homes, the Steven A. Cohen Military Family Clinic, Housing & Financial Counseling, Eviction & Foreclosure Counseling, Reverse Mortgage Counseling, Foster Care, and the REVIVE! Naloxone Education community training series — all unified under the Center of Excellence initiative for mental health workforce expansion. The Up Center's digital platform (theupcenter.org) ties these programs together with online intake via the ehrYourWay client portal, event registration through Zoom webinars, free recurring financial literacy classes (Budgeting and Basic Financial Planning; Understanding the Importance of Credit), and a calendar subscription feed (Google Calendar/Outlook/iCalendar) for community events.

Differentiator

Problem solved

Functional benefit

Brands

• The Steven A. Cohen Military Family Clinic: Military and family support clinic operated as a program of The Up Center, providing evidence-based mental health care to military families.

Products and services

• Mental Health Counseling Outpatient mental health counseling services for youth and adults providing therapy, healing, and coping tools to face life's challenges. Operated under the Outpatient Clinical Director with licensed counselors (LPC, LCSW) and trauma-informed clinical staff.
• Substance Use Counseling Counseling and recovery support services for individuals dealing with substance use, including DUI assessment and recovery program navigation.
• Peer Recovery Peer-led recovery support services for individuals in or seeking recovery from substance use or mental health challenges.
• Youth Centered Care Specialized mental health care designed to meet the unique needs of children and adolescents.
• Team Up Mentoring Youth mentoring program matching young people with adult mentors to provide guidance, support, and hope.
• Early Childhood Development Programs supporting early childhood development through home visiting and parent education services including Parents as Teachers.
• Healthy Families Home visiting program for new and expectant parents providing support, education, and resources to promote positive early childhood experiences and family resilience.
• Parents as Teachers Evidence-based home visiting model supporting parents in their role as their child's first teacher, with regular personal visits, screenings, and group connections.
• Doula Services Birth doula support for expectant mothers, helping craft birth plans, walking through comfort measures and pain management techniques, and providing resources through pregnancy and delivery.
• Family Counseling Counseling services for families to address challenges and strengthen relationships, integrated with other Up Center programs.
• Dad 2 Dads Father-focused program supporting dads in their parenting journey through peer support, resources, and community engagement.
• Representative Payee Financial management service for individuals with disabilities or other qualifying conditions where The Up Center helps manage benefit payments and bill paying.
• Sponsored Homes Sponsored residential program that places adults with developmental disabilities in private homes with trained providers who deliver care and support, helping individuals live as independently as possible.
• Steven A. Cohen Military Family Clinic at The Up Center Evidence-based mental health care clinic dedicated to serving military families, providing high-quality counseling and support services. Operated under Clinic Director Tanetta Hassell as part of the Cohen Military Family Clinic Network.
• Military & Family Support Counseling, financial guidance, and family development services tailored for military families, supporting strength, stability, and hope during life transitions.
• Housing & Financial Counseling Counseling services helping individuals and families achieve financial stability, including budgeting, credit management, and homeownership preparation. Delivered by HUD Certified Housing Counselors and a Virginia Housing Homebuyer Education facilitator.
• Eviction & Foreclosure Counseling Counseling services to help families facing eviction or foreclosure navigate options and maintain stable housing.
• Reverse Mortgage Counseling HECM (Home Equity Conversion Mortgage) counseling for seniors considering reverse mortgages, provided by HUD Certified Housing Counselors.
• Foster Care Therapeutic Foster Care program recruiting, training, and supporting foster parents to provide safety, stability, and care for children placed in foster care, including the 'Start Your Journey' inquiry process.
• REVIVE! Naloxone Education Free recurring virtual training program as part of Virginia's statewide Opioid Overdose and Naloxone Education (OONE) initiative, training community members to recognize opioid overdose and administer Naloxone (Narcan).

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Steven A. Cohen Military Family Clinic NetworkflagshipStrategic or Co-development PartnerHosts The Steven A. Cohen Military Family Clinic at The Up Center, providing high-quality, evidence-based mental health care to military families. Tanetta Hassell serves as Clinic Director leading an interdisciplinary team; the Cohen network provides program funding and clinical standards.
• Virginia REVIVE! Opioid Overdose and Naloxone Education (OONE) ProgramcoreGTM or Marketing PartnerPartners with Virginia's statewide REVIVE! program to deliver free monthly virtual REVIVE! trainings, equipping community members with Naloxone administration and overdose response skills. Trainings are listed on the Up Center events calendar and routed through Eventbrite.
• Parents as TeacherscoreStrategic or Co-development PartnerNational home-visiting model adopted as one of The Up Center's Strengthening Families programs. Sabrina Jenkins (Director of Prevention) is a former Parents as Teachers participant herself, lending personal connection to the work.
• HUD (U.S. Department of Housing and Urban Development)coreImplementation/ SI/ Consulting PartnerTiffany Olsen is a HUD Certified Housing Counselor and HECM Counselor; the Housing & Financial Counseling department operates HUD-aligned counseling programs including eviction/foreclosure counseling and reverse mortgage counseling.
• Virginia HousingcoreStrategic or Co-development PartnerTiffany Olsen serves as a Virginia Housing Homebuyer Education Facilitator, delivering homebuyer education aligned with Virginia Housing requirements.
• YWCA South Hampton RoadsminorGTM or Marketing PartnerTwo YWCA South Hampton Roads leaders sit on The Up Center Board of Directors (Gina Weekley, Director of Impact & Strategic Innovation; Leah Williams-Rumbley, Chief Impact & Operations Officer), enabling ongoing cross-organizational collaboration.
• Hope House FoundationminorOthersChristina Brown (Human Resources Officer) previously worked at Hope House Foundation; signals sector adjacency in disability services in Hampton Roads rather than a formal current partnership.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jewish Family Service of Tidewater: Tidewater-based family services nonprofit delivering counseling, case management, and senior support. Comparable as a regional multi-service human services provider serving overlapping client segments in the same geography.
• Catholic Charities of Eastern Virginia: Multi-program social services nonprofit operating in the same Eastern Virginia footprint with counseling, housing, refugee, and family support services — comparable in mission breadth and wraparound service delivery.
• Hope House Foundation: Norfolk-based disability services nonprofit serving adults with developmental disabilities through residential and supported living programs. Directly comparable to Up Center's Sponsored Homes and Representative Payee services; shares former-employee talent (Christina Brown).
• YWCA South Hampton Roads: Same-region, multi-program nonprofit addressing domestic violence, housing, and racial equity; two of its senior leaders sit on Up Center's Board. Comparable in geography, integrated wraparound model, and donor-base overlap.
• Hampton-Newport News Community Services Board: Public behavioral health authority serving the adjacent Peninsula market with mental health, substance use, and developmental disability services. Comparable on the outpatient mental health and SUD program lines.
• Boys & Girls Clubs of Southeast Virginia: Regional youth development nonprofit operating in the same Hampton Roads market, focused on after-school, mentoring, and teen programming. Comparable to Up Center's Team Up Mentoring and Youth Centered Care programs.
• Children's Home Society of Virginia: Statewide foster care and adoption services nonprofit with therapeutic foster care, adoption, and family support programs. Closest direct comparable on the Therapeutic Foster Care service line.
• United Way of South Hampton Roads: Regional funder/convener covering the same Hampton Roads service area and supporting overlapping human services programs (youth development, housing stability, mental health access). Most directly comparable as a same-market multi-issue social services umbrella organization.

Broad incumbents

• NAMI (National Alliance on Mental Illness): National mental health advocacy and education organization with local affiliates; comparable on the mental health and peer support program lines, but focused on advocacy/education rather than direct clinical service delivery.
• Volunteers of America: National multi-service nonprofit with programs in housing, behavioral health, and family services. Comparable on the integrated wraparound model, but operates at much greater scale across many states.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TheUpCenter
• LinkedInlinkedin.com/company/the-up-center
• Instagraminstagram.com/theupcenterva
• Xx.com/theupcenter

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds1 record

Investors1 record

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 The Up Center