National Counseling Group

What National Counseling Group does

National Counseling Group (NCG) is a Virginia-based, private community behavioral health services provider founded in 1993 as Northern Virginia Counseling Group and headquartered in Richmond. The company operates 16-20+ offices across Virginia—from the Eastern Shore and Hampton Roads through Central Virginia, the Shenandoah Valley, and Southwest Virginia—delivering mental, behavioral, and substance use services to at-risk youth ages 11-18, children and families, adults with serious mental illness, vulnerable young adults, and parents. Its core service portfolio includes Child & Family Services (including Intensive In-Home and Residential Diversion), Therapeutic Day Treatment (TDT), Life Skills Services, Outpatient Counseling, Parent Partnership Services, Mental Health Skill Building, and specialty programs such as Larceny Reduction and court-approved Parent Education Classes. NCG's clinical approach rests on three externally-validated evidence-based programs—Multisystemic Therapy (MST), Functional Family Therapy (FFT), and Homebuilders—and uses measurement-based care tools (Profile of Participation assessments, Ansell-Casey Life Skills Assessment) to track outcomes, supported by CARF accreditation across all services.

NCG generates revenue primarily through Virginia Medicaid and private insurance reimbursement, supplemented by Children's Services Act (CSA) and Department of Juvenile Justice (DJJ) funded contracts, court-ordered program fees, and one-time fees for the four-hour Henrico County-approved Parent Education Class. Services are accessed via a centralized CARE Center phone line (1-877-566-9624), online referral forms, and inbound referrals from schools, courts, hospitals, social services, and government agencies. The organization is part of the ncgCARE network, a strategic operating partnership that has grown to seven East Coast behavioral health partners and provides shared administrative services, best-practice development, and innovation support. In 2024, ncgCARE and its partners delivered 580,975 encounters to 21,785 individuals and families, and NCG has served over 150,000 individuals and families cumulatively since 1993. Pricing is not publicly disclosed; billing is conducted monthly for ongoing clinical services funded under subscription-style reimbursement contracts with government and commercial payors.

Name

National Counseling Group

Legal name

National Counseling Group

Website

https://ncgcommunity.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

501–1,000 employees

Short description

National Counseling Group is a Virginia-based, private community behavioral health provider founded in 1993, operating 16-20+ offices statewide to deliver mental, behavioral, and substance use services—including evidence-based programs such as MST, FFT, and Homebuilders—to at-risk youth, children, families, adults with mental illness, and vulnerable young adults, primarily reimbursed through Medicaid, CSA, and DJJ funding.

Ownership category

akta.pro rank

Product category

Community Behavioral Health Services

NAICS

Other Individual and Family Services (624190), Offices of Mental Health Practitioners (except Physicians) (621330), Child and Youth Services (62411)

SIC

Services-Social Services (8300), Services-Health Services (8000), Services-Home Health Care Services (8082)

akta.pro primary industry

Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA)

akta.pro secondary industries

Behavioral Health for Children & Adolescents (Youth Services) (HLAFACAL), Outpatient Mental Health & Counseling Clinics (HLAFABAC), School Counseling Services (Individual & Group) (EDAKAMAB)

Keywords

• Behavioral health services
• Community mental health
• Family therapy services
• Substance use treatment
• Intensive in-home services

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Medicaid Revenue: The company accepts Medicaid insurance, indicating substantial revenue from government healthcare programs for behavioral health services.
2. Private Insurance: Accepts private insurance for behavioral health, substance use, and mental health services.
3. CSA Funded Services: Children's Services Act (CSA) funded services including intensive in-home, home and community-based counseling, residential diversion, and therapeutic mentoring for at-risk youth.
4. DJJ Funded Services: Department of Juvenile Justice funded life skills and counseling services for youth involved with the juvenile justice system.
5. Court-Ordered Program Fees: Larceny Reduction program provides services to juveniles and adults ordered by courts, generating revenue through court referrals.
6. Parent Education Class Fees: Four-hour 'In the Children's Best Interest' class approved by Henrico County court system for divorcing parents, meeting Code of Virginia requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

National Counseling Group delivers community-based behavioral health services across Virginia, including child and family counseling, therapeutic day treatment, outpatient counseling, life skills training, mental health skill building, parent partnership services, and evidence-based programs such as Multisystemic Therapy (MST), Functional Family Therapy (FFT), and Homebuilders. Services are provided in homes, schools, and communities through 20+ offices and are funded via Medicaid, private insurance, the Children's Services Act (CSA), and the Department of Juvenile Justice (DJJ).

Product overview

National Counseling Group operates as a behavioral health services provider offering a comprehensive portfolio of community-based mental, behavioral, and substance use services across Virginia. The organization functions as a single integrated service platform rather than a technology product. Its core programs include Child & Family Services, Therapeutic Day Treatment (TDT), Life Skills Services, Outpatient Counseling, Parent Partnership, and Mental Health Skill Building. These services are supported by evidence-based programs including Multisystemic Therapy (MST), Functional Family Therapy (FFT), and Homebuilders. Additional specialty offerings include Intensive In-Home Services, Residential Diversion, Therapeutic Mentoring, Larceny Reduction Program, and Parent Education Classes. Services are delivered through a network of over 20 office locations across Virginia, with care coordination provided through the ncgCARE administrative partnership. The organization is CARF-accredited and accepts Medicaid and private insurance.

Differentiator

Problem solved

Functional benefit

Products and services

• Child & Family Services Comprehensive services working with families and household members to ensure stability and provide support, including Intensive In-Home services for at-risk youth and families.
• Therapeutic Day Treatment (TDT) School-based mental health services providing crisis support and therapy to eligible students within educational settings.
• Life Skills Services Targeted life skills training for at-risk youth and young adults, including Ansell-Casey Assessment, hard skills (job seeking, budgeting), and soft skills (relationships, communication).
• Outpatient Counseling Services Counseling support for children, adults, and families dealing with behavioral health issues including depression, anxiety, trauma, and substance use.
• Parent Partnership Services Services including parenting assessments, supervised visitation, parent coaching, and family reunification support.
• Mental Health Skill Building Training and skill building services for adults with mental illness to help them live more independently, including medication management and crisis diversion.
• Multisystemic Therapy (MST) Home-based treatment program for 11-17 year-olds with multi-problem behaviors, focusing on empowering caregivers and addressing family, peer, school, and community factors.
• Functional Family Therapy (FFT) Trauma-informed family therapy for at-risk youth ages 11-18, designed to reduce disruptive behaviors and substance use through engagement, motivation, and behavior change phases.
• Homebuilders Intensive in-home crisis intervention and family treatment program to prevent out-of-home placement of children, delivered over 4-6 weeks with 24/7 clinician access.
• Intensive In-Home (IIH) Services Therapeutic interventions provided within family homes to address behavioral and emotional needs of at-risk youth, including crisis response and counseling.
• Residential Diversion Program Treatment program simulating residential care within the client's home and community to divert long-term placement in residential facilities.
• Therapeutic Mentoring Individual support for children and adolescents with behavioral health concerns, fostering life and social skills based on personalized treatment plans.
• Larceny Reduction Program Evidence-based program to reduce continued larcenous behavior for juveniles and adults, consisting of two group meetings totaling four hours.
• Parent Education Class Court-approved four-hour class titled 'In the Children's Best Interest' for parents going through separation or divorce, approved by Henrico County court system.

Quantifiable outcome

• 580,975 encounters to 21,785 individuals and families in 2024
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• ncgCAREcoreStrategic or Co-development PartnerncgCARE is the parent/partner organization providing administrative services and supports for National Counseling Group. Through the network of providers, ncgCARE leads excellence in behavioral healthcare by providing foundation for provider partners to succeed through innovation, service excellence, outstanding outcomes, innovative programming, best practice development, and strong commitment to employees.
• CARF (Commission on Accreditation of Rehabilitation Facilities)coreOthersInternational accreditation body that reviewed and certified NCG's programs and services meet quality standards. CARF accreditation demonstrates NCG's commitment to measurable, accountable, and highest quality care.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Universal Health Services: Large diversified healthcare operator whose Behavioral Health Care division runs acute inpatient and residential programs nationwide; comparable in behavioral health services delivery, serving overlapping patient populations across acute and community settings.
• Sevita Health: National provider of home and community-based behavioral health, autism, and I/DD services operating across multiple states; comparable through its multi-state youth and family behavioral health offering and Medicaid-funded service model.
• Magellan Health: Managed behavioral health care organization that administers behavioral benefits, EAP, and care management on behalf of health plans and government programs; comparable through shared Medicaid, employer, and public-sector behavioral health contracting.
• BrightSpring Health Services: Publicly-traded diversified home and community-based health services platform that includes behavioral and mental health programs alongside pharmacy and home health; comparable through its community-based behavioral health business line and Medicaid-heavy reimbursement mix.
• Acadia Healthcare: Publicly-traded operator of behavioral health treatment facilities across the U.S., predominantly inpatient/residential with growing outpatient capacity; comparable as a broad incumbent in the same behavioral health category, though more weighted to facility-based care.
• Devereux Advanced Behavioral Health: One of the largest U.S. nonprofits operating residential, community-based, and evidence-based programs for children, adolescents, and adults with behavioral health needs; overlapping with NCG on MST/FFT-style evidence-based youth services, though at greater scale and across more states.

Emerging players

• Eckerd Connects: Nonprofit operating residential and community-based behavioral health, prevention, and workforce programs for at-risk youth across multiple states, including evidence-based family preservation models; comparable to NCG's MST/FFT/Homebuilders youth services niche.
• HealthConnect America: Multi-state behavioral health provider delivering in-home, community-based, and intensive family services to children and adolescents on Medicaid and CSA-funded programs; directly comparable to NCG's intensive in-home and CSA-funded youth portfolio.

Direct peers

• Intercept Health: Virginia-based behavioral health services provider offering therapeutic day treatment, intensive in-home, mental health skill building, and outpatient counseling to children, adolescents, and families — directly overlapping NCG's core service lines within the same state.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NCG_community
• Facebookfacebook.com/NCGcommunity
• LinkedInlinkedin.com/company/national-counseling-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 National Counseling Group