Behavior Analysis of West Michigan

What Behavior Analysis of West Michigan does

Behavior Analysts of West Michigan (BAWMI) is a private, for-profit healthcare provider founded in 2012 that delivers center-based Applied Behavior Analysis (ABA) therapy and related clinical services to children with autism and developmental disabilities in West Michigan. The company operates two physical centers — BAWMI North in Walker, MI and BAWMI South in Kentwood, MI — where Board Certified Behavior Analysts (BCBAs) supervise behavior technicians delivering 1:1 ABA therapy, social skills group training, family guidance, and speech and language therapy. Treatment plans are individualized based on formal assessment results, and the clinical offering targets children ages 12 months to 18 years with autism diagnoses.

Revenue is generated on a recurring, insurance-billed basis across an in-network payer mix that includes Aetna, Blue Cross Blue Shield, Cigna/Evernorth, Medicaid, Priority Health, Tricare, and United Health Care, among others. Founder and Owner Marjorie Hayward leads a staff of 11-50 employees that includes multiple BCBAs, Licensed Behavior Analysts (LBAs), and credentialed speech-language pathologists (CCC-SLP). Go-to-market is community-driven via website enrollment applications, a monthly newsletter, and local events, with services billed monthly through insurance. In January 2022 the company partnered with Kent ISD to co-locate a Great Start Readiness Program preschool classroom at its South location, signaling modest ecosystem buildout within regional early-childhood education infrastructure.

Name

Behavior Analysis of West Michigan

Legal name

Behavior Analysts of West Michigan

Website

https://bawmi.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Behavior Analysts of West Michigan (BAWMI) is a private center-based ABA therapy provider operating two clinics in West Michigan, delivering 1:1 ABA therapy, social skills training, family guidance, and speech therapy to children with autism and developmental disabilities.

Ownership category

akta.pro rank

Headquarters

HQ city

Walker

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, Infrastructure

Revenue model

1. Insurance-Billed ABA Therapy Services: Services billed through accepted insurance providers. Services may be covered in full or in part by health insurance. Client responsibility includes understanding outpatient child behavioral health benefits and contacting insurance carrier to check benefits.
2. Insurance Provider Network: Participating insurance providers include Aetna, ASR, Blue Care Network, Blue Cross Blue Shield, Cigna/Evernorth, Medicaid, Meritain, Priority Health, Tricare Military, and United Health Care.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Behavior Analysis of West Michigan provides Applied Behavior Analysis (ABA) therapy services to children diagnosed with developmental disabilities, including autism spectrum disorder. The practice operates from two clinic locations in West Michigan (Walker and Kentwood), delivering individualized behavioral intervention programs supervised by Board Certified Behavior Analysts and implemented by trained behavior technicians. Services are billed through private health insurance and Medicaid.

Product overview

Behavior Analysts of West Michigan (BAWMI) is a healthcare service provider offering Applied Behavior Analysis (ABA) therapy for children with autism and developmental disabilities. The company operates as a single-location center-based service (not a software platform) with four integrated service offerings: Individual Therapy, Social Skills Group Training, Family Guidance, and Speech & Language Therapy. Services are provided at two physical locations in the West Michigan area and are delivered by behavior technicians supervised by Board Certified Behavior Analysts (BCBAs).

Differentiator

Problem solved

Functional benefit

Products and services

• Applied Behavior Analysis (ABA) Therapy Ongoing, individualized Applied Behavior Analysis (ABA) therapy for children diagnosed with autism spectrum disorder or other developmental disabilities; delivered one-on-one in clinic settings by trained behavior technicians under the supervision of Board Certified Behavior Analysts (BCBAs), with services billed through private health insurance and Medicaid.
• ABA Therapy - Kentwood Location The same ABA therapy service delivered at BAWMI's second clinic location in Kentwood, MI, expanding geographic access for West Michigan families.

Named customers2 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Kent ISD Great Start Readiness Program (GSRP)minorStrategic or Co-development Partner · 1 January 2022A Great Start Readiness Program (GSRP) classroom is opening at the south location in January 2022, overseen by Kent ISD. The program will serve two classrooms of 4-year-olds. BAWMI will be pushing in some of their preschool-age clients for collaboration and learning opportunities.
• West Michigan Early Childhood CenterminorStrategic or Co-development PartnerCo-located early childhood education facility at the south location providing preschool services in partnership with the Great Start Readiness Program.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Hopebridge: Multi-site pediatric ABA and occupational therapy provider with integrated diagnostic and therapy services. Directly comparable to BAWMI's integrated ABA + speech/OT + family guidance model with insurance billing across Medicaid and major commercial plans.
• Autism Learning Partners: ABA therapy provider delivering center- and home-based services across multiple states. Comparable to BAWMI in BCBA-supervised 1:1 ABA for children with autism and broad insurance-network participation.
• Gateway Pediatric Therapy: Michigan-based pediatric ABA therapy provider offering 1:1 ABA, speech, and occupational therapy. Most comparable in geography (Michigan regional clinics), multi-disciplinary pediatric autism focus, and insurance-billed center-based delivery model.
• Acorn Health: PE-backed ABA provider operating center-based clinics across multiple U.S. states, including Michigan. Comparable on BCBA-supervised 1:1 ABA therapy, insurance-billed model, and multi-site pediatric autism focus.
• Centria Healthcare: One of the largest ABA and pediatric behavioral-health providers in Michigan with multi-site centers across the state. Directly comparable to BAWMI on service line (1:1 ABA), payor mix (Medicaid + commercial), and pediatric autism focus.

Regional players

• Lighthouse Autism Center: ABA provider concentrated in Indiana with a center-based model targeting children with autism. Comparable to BAWMI on clinic-based 1:1 ABA delivery, BCBA supervision, and insurance billing, though it serves a different Midwest geography.

Emerging players

• BlueSpring Consulting: Smaller-scale ABA and behavioral health provider with focus on Midwest markets. Comparable to BAWMI as a niche regional ABA operator with similar BCBA-supervised service delivery and family-focused programming.
• BrightSide ABA: ABA therapy provider offering center- and home-based services with a focus on pediatric autism. Comparable to BAWMI in 1:1 BCBA-supervised ABA delivery and insurance-reimbursed service model.

Broad incumbents

• May Institute: Large nonprofit provider of ABA and behavioral services for children and adults with autism and developmental disabilities. Comparable to BAWMI as a multi-service ABA provider serving children with developmental disabilities, though at meaningfully larger scale.
• Trumpet Behavioral Health: Established national ABA and behavioral health provider delivering center-based and school-based ABA. Comparable to BAWMI in clinical model and target population but operates as a larger incumbent across broader geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bcbaofwmi
• LinkedInlinkedin.com/company/behavior-analysts-of-west-michigan-llc

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 Behavior Analysis of West Michigan