Trinity Counseling Service

Name

Trinity Counseling Service

Legal name

Center at 353

Website

https://centerat353.org

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Mental Health Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420), Offices of Mental Health Practitioners (except Physicians) (621330)

SIC

Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA)

akta.pro secondary industry

School Counseling Services (EDAJAIAA)

Keywords

• Mental health counseling
• Trauma-informed therapy
• Community mental health
• Psychotherapy services
• Group therapy programs

Headquarters

HQ city

Princeton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Reimbursements: Accepts Aetna, BCBS, Medicare, and Princeton Theological Seminary insurance plans. Processes claims for out-of-network clients. Insurance reimbursement is a primary revenue stream from insured individual clients.
2. Self-Pay / Out-of-Pocket: Clients paying out-of-pocket for services not covered by insurance. Organization provides Good Faith Estimates under the No Surprises Act for clients not using insurance.
3. Sliding Scale Fees: Reduced-cost services offered to clients who cannot afford standard rates, bridging the gap between ability to pay and cost of service.
4. Individual and Corporate Donations: Annual Fund drives, major gifts, and corporate contributions from individuals, companies, and foundations. The Auer Society recognizes donors giving $1,000 or more annually. Donors can give online, by phone, by check, or via stock transfer. IRA transfers of up to $100,000 permitted for donors 70.5+ years old. Matching gift programs available.
5. Grant-Funded Treatment Programs: Grant-funded care provided to qualifying clients, primarily through the Childhood Intervention Initiative (CII) which is fully grant and privately funded for children and families at or below the federal poverty level. Fundraising is focused on closing the gap between what clients pay and cost of service.
6. Planned Giving: Bequests and estate designations to Center at 353. Donors can designate a gift or portion of their estate. Contact for planned giving: 609-924-7956.
7. Annual Fall Event (An Emerald Evening): Annual gala fundraising event with corporate sponsorships and ticket sales. Events held annually in September at venues such as The Chauncey Hotel, Princeton. Sponsors listed on event materials.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Trinity Counseling Service (now operating as Center at 353) delivers outpatient mental health counseling and therapy services to individuals in Princeton, NJ and surrounding communities. Offerings include individual therapy (in-person and virtual), group therapy, skills groups, specialized trauma-focused EMDR therapy, and psychiatric medication management, complemented by mental health education programming delivered to schools and community organizations.

Product overview

Center at 353 (formerly Trinity Counseling Service) is a private, non-profit mental health agency providing a comprehensive suite of mental health services through evidence-based clinical practice and education. The organization operates as a single integrated service offering rather than a platform architecture, combining core counseling services (individual, couples, family, and group therapy), specialized programs (Childhood Intervention Initiative, Bereavement and Caregiver's Program, COPE), testing services (psychoeducational testing and psychological evaluations for ministry candidates), and referral/placement services. All services are delivered by licensed clinicians trained in trauma-informed approaches including EMDR, with in-person and virtual delivery options for children, adolescents, adults, and seniors.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Therapy / Counseling Outpatient mental health counseling delivered one-on-one by licensed clinicians, available in-person and virtually, for individuals seeking support with trauma, anxiety, depression, and life transitions.
• Group Therapy Therapeutic group sessions facilitated by licensed clinicians for clients who benefit from peer support and shared therapeutic experience.
• Skills Groups Structured group sessions focused on building specific coping, emotional regulation, and life skills for clients.
• EMDR Therapy Specialized trauma-focused therapy using Eye Movement Desensitization and Reprocessing (EMDR) for clients processing traumatic experiences.
• Psychiatric Medication Management Psychiatric evaluation and ongoing medication management services for clients who require pharmacological support as part of their mental health treatment plan.
• Mental Health Education Programs Educational programming on mental health topics delivered to schools and community organizations in the Princeton area, supporting prevention and mental health literacy.

Quantifiable outcome

• 14 EMDR-trained clinicians on staff
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Princeton UniversitycoreStrategic or Co-development PartnerMajor Princeton institution listed as a key partner. Collaborative relationship includes shared mental health initiatives. Board member Betsy Grimes is Senior Associate Director in Princeton University's Office of Advancement. CEO Whitney Ross participated in a joint panel 'Where We Meet' moderated by Anne-Marie Slaughter, CEO of New America, alongside Princeton University's Director of Counseling and Psychological Services.
• Princeton Theological SeminarycoreStrategic or Co-development PartnerLong-standing partnership including acceptance of Princeton Theological Seminary insurance and provision of psychological testing services for ministry candidates across multiple presbyteries and dioceses in NY, NJ, CT, and PA.
• Trinity Church (Princeton)minorStrategic or Co-development PartnerFounding organization: Trinity Counseling Service was originally founded by The Rev. E. Rugby Auer to meet the mental health needs of his parishioners. TCS became independent of Trinity Church in 1977 but the organizations continue to honor their legacy and partnership. Rev. Paul Jeanes III serves as ex-officio board member.
• Princeton Nursery SchoolcoreStrategic or Co-development PartnerLong-standing partnership providing mental health services to young children. Kattya Coral-Bianculli, LCSW coordinates clinical program support at Princeton Nursery School, introducing Theraplay/Tiger Circles and individual therapy.
• Princeton, West Windsor-Plainsboro, and Cranbury SchoolscoreStrategic or Co-development PartnerPartnership programs providing mental health and wellness services to the community's most vulnerable children and families. Services include individual therapy, group interventions, and school consultation.
• West Windsor-Plainsboro Regional School DistrictcoreStrategic or Co-development PartnerSchool district partnership providing mental health services to students. Listed among key community partners receiving mental health and wellness services.
• Center for Supportive SchoolsminorStrategic or Co-development PartnerSupportive schools organization listed as a key partner of Center at 353. Alignment around student mental health and wellness programming.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Jewish Family & Children's Service of Greater Mercer County: Community-based nonprofit serving Mercer County with counseling, mental health, and social services. Directly comparable in mission-driven nonprofit structure, faith/values heritage, sliding scale model, and Princeton-area service area, though with a broader social services portfolio beyond clinical mental health.
• Princeton House Behavioral Health (Penn Medicine): Penn Medicine-affiliated outpatient and inpatient behavioral health provider serving the greater Princeton region. Directly comparable in geography, service mix (outpatient mental health and substance use treatment), and target patient population, but operates as a hospital system affiliate with significantly larger capacity.
• Catholic Charities Diocese of Trenton: Faith-rooted nonprofit providing counseling, mental health, and family services across central New Jersey. Comparable as a faith-affiliated community counseling provider with similar heritage (founded from parish needs), sliding scale access, and Mercer County footprint, but with broader social service scope.

Others

• Mental Health Association in New Jersey: Statewide advocacy and direct service nonprofit for mental health in New Jersey. Comparable as a New Jersey-focused mental health nonprofit operating in adjacent mission space (advocacy, education, peer support, referral), though focused on system-level support rather than direct clinical counseling.

Broad incumbents

• Carrier Clinic (Hackensack Meridian Health): Major New Jersey behavioral health system (now part of Hackensack Meridian) operating inpatient and outpatient mental health and substance use services across the state. Comparable in clinical mental health services and NJ footprint, but operates at significantly larger scale and as part of a hospital system rather than as a community nonprofit.
• Rutgers University Behavioral Health Care: Large New Jersey behavioral health provider affiliated with Rutgers University, offering outpatient mental health and addiction services across multiple NJ locations. Comparable in core outpatient mental health services and NJ footprint, but operates as an academic health system affiliate with greater scale and clinical training infrastructure.

Regional players

• Jewish Family Service of Central NJ: Community-based social services and counseling provider serving Middlesex, Mercer, and surrounding counties. Comparable as a nonprofit counseling provider with sliding scale access and faith/values heritage, but serves a broader regional footprint with different organizational roots.

Emerging players

• Brightside Health: Online therapy platform specializing in anxiety and depression treatment with hybrid virtual care delivery. Comparable as an outpatient mental health provider for the same clinical conditions (anxiety, depression, trauma), but operates as a tech-enabled digital platform with national reach rather than a single-site community nonprofit.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tcsprinceton
• Facebookfacebook.com/TrinityCounselingService
• LinkedInlinkedin.com/company/trinity-counseling-service

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Trinity Counseling Service