Heritage CARES

What Heritage CARES does

Heritage CARES is a virtual behavioral health platform developed by Heritage Health Solutions, Inc., a Service-Disabled Veteran-Owned Small Business headquartered in Coppell, Texas. Founded in 2019 as Comprehensive Addiction Recovery Education & Support and rebranded as Youturn Health in 2023, Heritage CARES targets substance use disorder (SUD), suicide prevention, stress, anxiety, depression, and grief via a three-component stack: (1) the proprietary Youturn Learning Management System, described as the world's most extensive video library for recovery education; (2) a confidential Care Management Platform that supports substance use and suicide risk analysis; and (3) 24/7 NAADAC-credentialed ACE Peer Coaching under assertive community engagement principles. The offering is sold on a quote-based subscription model with a Validation Institute-backed performance guarantee (70% fee refund if specified CPT-coded units of care per 1,000 members are not reduced).

Heritage CARES distributes through four primary channels: employer benefit contracts (serving HR and wellness leaders, integrating with EAPs), institutional partnerships with addiction treatment centers (pre-care and after-care modules, anchored by a Meadows Behavioral Healthcare partnership for military/veterans/families), first responder agencies (law enforcement, firefighters, EMS), and correctional re-entry programs (in partnership with organizations such as Hope for Prisoners). Go-to-market is sales-led, driven by executive leadership (President Hamilton Baiden; EVP Rich Jones) and supported by webinars, digital conferences (e.g., TABA), white papers, and partnerships with NGAUS and the Psychiatry & Behavioral Learning Network. The program operates as a division of Heritage Health Solutions, leveraging the parent's 65,000+ pharmacy network, 650+ facility relationships, and 860,000+ annual prescription processing capacity, as well as URAC CORE Accreditation, SDVOB status, and longstanding federal contract credentials (VA since 2005; USMS since 2017).

Name

Heritage CARES

Legal name

Heritage Health Solutions, Inc.

Website

https://heritagehealthsolutions.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Behavioral Health Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Peer Support, Recovery Coaching & Sober Living Services (HLAFACAN)

akta.pro secondary industry

Substance Use Recovery & Harm Reduction Support Services (BPAGAEAO)

Keywords

• Behavioral health support
• Addiction recovery programs
• Pharmacy benefit management
• Correctional healthcare services
• Virtual mental health

Headquarters

HQ city

Coppell

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Heritage CARES Employer Subscriptions: Heritage CARES is sold to employers as a confidential employee benefit supporting mental health, substance use, and suicide prevention. Employers subscribe to the platform to provide 24/7 virtual support to employees and their families. Pricing is not publicly disclosed and likely quote-based per employee or organization.
2. PBM and TPA Services: Heritage Health Solutions provides pharmacy benefit management and third-party administrator services to government and commercial clients. Revenue is generated through contracts with federal agencies (VA, USMS), correctional facilities, and commercial employer groups. The company acts as a licensed PBM and TPA.
3. Specialty and Correctional Pharmacy Services: Heritage provides specialized pharmacy services including sterile compounding, specialty pharmacy, IV infusion, and telemedicine to correctional facilities and government health programs.
4. Heritage CARES for Treatment Centers (Pre-Care / After-Care): Treatment centers integrate Heritage CARES as a pre-care and after-care tool, setting up patients with online accounts before departure from inpatient facilities. Revenue is derived from institutional contracts with addiction treatment providers.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Heritage CARES is a virtual behavioral health and addiction recovery support program combining three integrated components: the Youturn online learning management system (a proprietary video library for recovery education), a confidential care management platform for substance use and suicide risk analysis, and 24/7 ACE Peer Coaching delivered by NAADAC-credentialed coaches. The program is sold to employers as an employee benefit, to treatment centers as pre-care and after-care, to first responder agencies, and to correctional/re-entry programs. Heritage Health Solutions, the parent company, also provides Pharmacy Benefit Management (PBM), Third-Party Administrator (TPA) services, sterile compounding, specialty pharmacy, and Outside-The-Walls Care for correctional facilities.

Product overview

Heritage Health Solutions operates Heritage CARES (now rebranded as Youturn Health), a virtual support platform for behavioral health. The core offering combines three components: education via the Youturn online learning management system (the world's most extensive video library for recovery), a care management platform for substance use and suicide risk analysis, and 24/7 ACE Peer Coaching. The platform serves employers, treatment centers (as pre-care and after-care), first responders, and correctional re-entry populations. Heritage Health Solutions also provides Pharmacy Benefit Management (PBM) and Third-Party Administration (TPA) services, along with an Outside-The-Walls Care program for managing offsite medical costs in correctional settings. The company operates across commercial, government, and corrections market segments.

Differentiator

Problem solved

Functional benefit

Brands

• Outside-The-Walls™ Care: Off-site medical cost management program for correctional facilities that negotiates best rates with medical providers and provides transparency of care
• Youturn
• ACE Peer Coaching

Products and services

• Heritage CARES (now Youturn Health) A virtual support program for substance use disorders, suicide prevention, and mental health support, featuring education via the Youturn video library, a care management platform, and 24/7 ACE Peer Coaching. Now rebranded as Youturn Health.
• Youturn Health The rebranded virtual behavioral health platform offering peer coaching, online learning, and family support for stress, substance misuse, depression, and suicidal ideation.
• Heritage CARES for Employers Employer-facing program providing mental health support, substance use resources, and suicide prevention tools that integrate with existing EAP and wellness programs. Sold as a confidential employee benefit with annual subscription pricing and a performance guarantee.
• Heritage CARES for First Responders Virtual evidence-based program providing private support for first responders dealing with stress, substance use issues, PTSD, depression, and suicidal ideation through harm-reduction and behavioral modification. Family support is included.
• Heritage CARES for Treatment Centers Pre-Care and After-Care program for addiction treatment centers, offering online education, peer coaching, and family support to complement inpatient treatment and reduce relapse rates.
• Heritage CARES Re-Entry Program Online solution for jails and prisons to reduce substance abuse during incarceration and post-release, including a video education library and NAADAC-credentialed peer coaches for accountability and reintegration.
• Pharmacy Benefit Management (PBM) Comprehensive pharmacy benefit management services including formulary management, generic drug encouragement, drug utilization reviews, and rebate negotiations with manufacturers. Serves 65,000+ pharmacies and processes 860,000+ prescriptions annually.
• Third-Party Administrator (TPA) Benefits administration services covering pharmacy and medical claims processing with extensive provider networks and clinical team support.
• Outside-The-Walls Care Offsite medical network management for correctional facilities, negotiating rates with medical providers and providing transparent cost reporting to reduce inmate medical costs. Heritage clients save on average 80% on off-site medical care.

Quantifiable outcome

• 84% of Heritage CARES participants stayed on track with a recovery coach vs. 34% of participants who received traditional care without a coach (6-month post-discharge period)
• +6 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Hope for PrisonersminorStrategic or Co-development Partner · 1 July 2021Heritage President Hamilton Baiden was appointed to Hope for Prisoners' National Re-entry Advisory Council as one of 10 advisors. Heritage CARES provides online education during incarceration and post-release, and ACE Peer Coaching for reintegration into society.
• Meadows Behavioral HealthcarecoreStrategic or Co-development Partner · 1 May 2021Heritage partnered with Meadows Behavioral Healthcare (The Meadows) to provide Heritage CARES as after-care treatment for active military, veterans, and their families departing The Meadows inpatient facilities. Veterans and military members are set up with Heritage CARES online accounts before discharge, providing continuous recovery support through video education and ACE Peer Coaching.
• Validation InstitutecoreStrategic or Co-development Partner · 1 March 2021Validation Institute validated Heritage CARES with Level 3 Contractual Integrity certification. The Institute objectively assesses whether healthcare organizations' performance claims are credible. Heritage CARES' performance guarantee (reduction in units of care or 70% fee refund) is backed by Validation Institute's Credibility Guarantee Program.
• Texas Association of Benefit Administrators (TABA)minorGTM or Marketing Partner · 1 October 2020Heritage partnered with TABA for their digital conference. Heritage EVP Hamilton Baiden presented on 'Addiction and Suicide Support in the Digital Age.' TABA works to advance business owners' needs through lobbying and industry advocacy.
• National Guard Association of the United States (NGAUS)coreStrategic or Co-development Partner · 1 September 2020Heritage became a platinum-level corporate partner of NGAUS, the largest military organization in the United States. The partnership strengthens Heritage's commitment to providing quality healthcare to National Guard servicemen and women. Heritage has a proven history with government entities such as the VA, and this partnership extends reach to the National Guard community.
• The Psychiatry & Behavioral Learning NetworkminorGTM or Marketing Partner · 1 May 2020Heritage partnered with The Psychiatry & Behavioral Learning Network, the leading resource for mental and addiction treatment, to provide business leaders with valuable content on addiction. Hamilton Baiden presented on 'Addiction and Suicide Support in the Digital Age' in a joint webinar.
• Clemson University / Prisma Health / University of South Carolina School of Medicine / FAVOR-GreenvillecoreStrategic or Co-development Partner · 1 January 2020The Heritage CARES aftercare model was validated in a 2020 study conducted by Clemson University, Prisma Health, University of South Carolina School of Medicine, and FAVOR-Greenville. The study found that 84% of Heritage CARES participants stayed on track with a recovery coach vs. 34% of those receiving traditional care without a coach over a 6-month post-discharge period.
• U.S. Marshals Survivors Benefit FundminorGTM or Marketing Partner · 1 September 2019Heritage is a long-time corporate sponsor of the U.S. Marshals Survivors Benefit Fund and event underwriter of the Marshals Golf Classic. Heritage helped raise over $45,000 for the fund at a single event. The fund supports surviving family members of Deputy and Special Deputy U.S. Marshals killed in the line of duty.
• FAVOR GreenvilleminorStrategic or Co-development Partner · 1 January 2019Rich Jones, EVP of Heritage CARES, previously founded FAVOR Greenville (an organization dedicated to behavioral health support) and co-produced the 'you learn. you turn.' podcast with FAVOR. Heritage CARES was developed in part through collaboration with FAVOR-Greenville for the 2020 study.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Talkspace: Virtual therapy and psychiatry platform serving employers, health plans, and individuals with asynchronous messaging and live sessions. Overlaps with Heritage CARES in employer/SUD and behavioral-health benefit categories, though with a clinician-led model rather than peer coaching.
• Spring Health: Employer mental health benefit offering therapy, coaching, medication, and care navigation across a global provider network. Direct competitor for Heritage CARES' employer benefit RFPs and HR decision-maker conversations.
• Ophelia: Telehealth MAT (medication-assisted treatment) provider for opioid use disorder offering confidential online treatment, medication, and support groups. Comparable to Heritage CARES' virtual recovery-coaching and harm-reduction approach, particularly on Medicaid and commercial payer channels.
• Workit Health: Virtual substance use disorder treatment platform combining online therapy, medication-assisted treatment, and peer support delivered via telemedicine. Closest direct competitor to Heritage CARES on the virtual SUD + peer coaching model and overlapping employer and treatment-center channels.
• Modern Health: Global mental health platform for employers and insurers providing therapy, coaching, and digital programs across 200+ languages. Comparable in employer benefit positioning and integrated virtual-delivery model to Heritage CARES.
• Lyra Health: Comprehensive employer mental health benefit platform providing therapy, coaching, and medication management across a national provider network. Most comparable enterprise mental-health competitor for Heritage CARES' employer benefit sales motion.
• Boulder Care: Telehealth platform for opioid use disorder and other SUDs combining medication, peer support, and care team coordination. Direct peer across the virtual, multi-modality SUD offering with strong employer and payer GTM.
• Lionrock Recovery: Online intensive outpatient (IOP) and continuing care program for substance use disorder with virtual group sessions and peer/community support. Comparable to Heritage CARES on treatment-center pre-care/after-care positioning and virtual recovery-coaching delivery.
• Pelago: Formerly Quit Genius, Pelago is a virtual SUD clinic offering clinician-led treatment and digital therapeutic programs to employers and health plans. Direct competitor for employer behavioral health and SUD benefit budgets, with overlapping employer channel motion.

Broad incumbents

• Hazelden Betty Ford Foundation: Largest nonprofit SUD treatment provider in the U.S., operating residential and outpatient programs and expanding into virtual continuing care and family support. Overlaps with Heritage CARES in evidence-based after-care, family recovery, and treatment-center partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/HeritageOrg
• Facebookfacebook.com/HeritageOrg
• LinkedInlinkedin.com/company/heritage-health-solutions

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries2 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 Heritage CARES