TO BE from Puerto Rico

What TO BE from Puerto Rico does

SER de Puerto Rico is a private non-profit rehabilitation and educational organization founded in 1949 and headquartered in San Juan, Puerto Rico. The organization provides comprehensive medical, therapeutic, and educational services for people with physical disabilities, developmental delays, autism spectrum disorder, acquired neurological conditions, and age-related functional decline. Its service portfolio spans seven core clinical modalities — physical therapy, occupational therapy, speech therapy, aquatic therapy, educational therapy, pain management, and therapeutic exercise — supplemented by behavioral sciences (psychology, psychiatry, an ABA Learning Zone, and a Social Connection program), inclusive K-12 education via the Escuela Ciudadana Lcdo. Guillermo Atiles Moreau (which uses a Montessori-based team-teaching model with 60% students with physical disability, 20% with ASD, and 20% without disability), and mobile Community Outreach Programs that have reached 78% of Puerto Rico's municipalities since 2014.

The clinical offering is differentiated by a portfolio of advanced rehabilitation technologies — including the Lokomat robotic gait trainer, Hunova and Armeo robotic devices, the CMILL VR/AR-integrated treadmill, the NIRVANA sensorimotor system, the RAPAEL upper-extremity device, a Multisensorial Laboratory, and a Movement Laboratory with camera/sensor/force-plate gait analysis. The organization holds CARF International accreditation and is affiliated with Easterseals, and it serves patients through three physical centers in San Juan, Ponce, and Ceiba.

SER operates a non-profit revenue model funded through individual donations, planned giving, in-kind contributions, and corporate sponsorships (with named partners including Popular, Bella Group, Coca-Cola Puerto Rico, Pan Pepin, Church's, Laboratorios Toledo, Universal, Plaza Cellars, Mesa Alegre, WAPA TV, and El Vocero), an annual televised Teletón SER fundraising event (the 50th edition in 2026 raised $8,303,665), and a $5 million legislative appropriation approved in 2026 by the Puerto Rico House of Representatives for infrastructure and equipment. The organization is led by President & CEO Nilda Morales and governed by a Board of Directors chaired by Ilia Toledo of Laboratorios Toledo.

Name

TO BE from Puerto Rico

Legal name

SER de Puerto Rico

Website

https://ser.pr

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

51–100 employees

Short description

SER de Puerto Rico is a non-profit founded in 1949 that delivers comprehensive physical, occupational, speech, aquatic, behavioral, and educational rehabilitation services to people with disabilities and special needs across Puerto Rico through three centers and mobile community outreach.

Ownership category

akta.pro rank

Product category

Rehabilitation Services

NAICS

Vocational Rehabilitation Services (62431)

SIC

Services-Health Services (8000), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Geriatric Rehabilitation Programs (HLADAJAL)

Keywords

• Rehabilitation services
• Physical therapy
• Occupational therapy
• Disability services
• Special education

Headquarters

HQ city

San Juan

HQ country

Puerto Rico

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Teletón Fundraising Events: Annual televised fundraising event (Teletón SER) that mobilizes Puerto Rico to donate. The 50th edition raised $8,303,665, demonstrating strong community support and engagement.
2. Legislative Government Funding: Direct legislative appropriation of $5 million approved by the Puerto Rico House of Representatives for infrastructure improvement, specialized equipment acquisition, and service capacity expansion.
3. Individual Donations: Direct monetary donations from individuals supporting the organization's mission to serve people with disabilities.
4. Planned Giving: Legacy donations through wills, life insurance policies, trust funds, and asset donations (stocks, real estate) allowing donors to support the organization long-term.
5. In-Kind Donations: Non-monetary contributions including office materials, cleaning supplies, professional services (legal, engineering), and medical or technological equipment.
6. Corporate Sponsorships: Support from corporate partners including Popular, Bella Group, Church's, Toledo Lab, Coca-Cola, Universal, Pan Pepin, Plaza Cellars, WAPA, El Vocero, and Mesa Alegre who participate in Teletón and support programs.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

SER de Puerto Rico is a non-profit rehabilitation center providing medical, therapeutic, and educational services to people with physical disabilities and special needs across Puerto Rico. Its offerings span physical, occupational, speech, aquatic, educational, and pain management therapies, complemented by advanced robotic and virtual-reality-assisted rehabilitation technology (Lokomat, Hunova, Armeo, CMILL, NIRVANA, RAPAEL), behavioral sciences (psychology, psychiatry, ABA), inclusive education through the Escuela Ciudadana, and community outreach programs serving 78% of Puerto Rico's municipalities.

Product overview

SER de Puerto Rico is a comprehensive rehabilitation center offering a multi-module service portfolio spanning clinical therapies (physical, occupational, speech, aquatic, educational, pain management), advanced rehabilitation technology (multisensory lab, movement lab, RAPAEL, CMILL, NIRVANA, laser therapy), robotic rehabilitation (LOKOMAT, HUNOVA, ARMEO), behavioral sciences (psychology, psychiatry, ABA learning zone, social connection), inclusive education (Escuela Ciudadana with Montessori model), and community outreach programs. Services are delivered through three rehabilitation centers in San Juan, Ponce, and Ceiba. The organization also conducts the annual Teletón SER fundraising event and operates an online store and volunteer program.

Differentiator

Problem solved

Functional benefit

Brands

• Escuela Ciudadana Lcdo. Guillermo Atiles Moreau: Educational school project with a curricular change mission focused on developing sensitive, empowered, reflective citizens committed to improving their local and global environment.
• Hablemos Podcast

Products and services

• Physical Therapy (Terapia Física) Treatment and rehabilitation of injuries, neurological diseases, musculoskeletal disorders, and accidents, using robotics and technology equipment to complement regular intervention and accelerate recovery for adults and children with disabilities.
• Occupational Therapy (Terapia Ocupacional) Develops, improves, or restores the highest level of independence for daily life, addressing neurodevelopment, self-care activities, studies, work, and recreation using high-technology equipment.
• Speech Therapy (Terapia del Habla) Improves communication skills in children and adults with speech and language problems; addresses dysphagia treatment, articulation, hearing, processing, and speech rhythm using adaptive and high-tech communication equipment.
• Aquatic Therapy (Terapia Acuática) Complementary rehabilitation program using a heated saltwater pool with crane, access ramp, and adapted facilities to treat musculoskeletal, sports injuries, chronic diseases, pain, stiffness, and neurological conditions.
• Educational Therapy (Terapia Educativa) Specialized service for participants with learning gaps or specific difficulties, integrated with executive functions, to acquire tools that improve academic and/or work performance.
• Pain Management (Manejo del Dolor) Treatment plan to relieve, reduce, or control pain using stretching, therapeutic massage, manual therapy, heat/cold therapy, ultrasound, electrotherapy, and laser without surgery or heavy medication dependence.
• Therapeutic Exercise (Ejercicio Terapéutico) Planned and structured physical activities designed to rehabilitate, prevent, and treat physical conditions or injuries, improving mobility, strength, balance, and body functionality.
• ABA Learning Zone (Zona de Aprendizaje ABA) Interdisciplinary early intervention program for children 18 months to 4 years and 2 months with autism spectrum diagnosis, targeting acquisition, generalization, and maintenance of adaptive and functional skills in communication, play, social skills, and self-help.
• Social Connection (Conexión Social) Social skills program for adolescents and adults over 18 with autism spectrum diagnosis that teaches basic socialization skills such as initiating conversations, making friends, and sustaining meaningful relationships, facilitating integration into universities and workplaces.
• Psychology (Psicología)

Quantifiable outcome

• 78% of Puerto Rico municipalities served through Community Outreach Programs since 2014
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

13 partnerships are on record, tiered major and minor.

• Bella GroupmajorGTM or Marketing PartnerCorporate partner supporting Teletón events and SER's mission. Bella Group is a major Puerto Rican business conglomerate.
• Church's Chicken Puerto RicominorGTM or Marketing PartnerCorporate sponsor participating in Teletón fundraising events.
• Laboratorios ToledominorGTM or Marketing PartnerLaboratory partner supporting SER's healthcare initiatives. Led by Llga Toledo, President of the Board.
• Coca-Cola Puerto RicominorGTM or Marketing PartnerCorporate sponsor represented on the Board of Directors by Omar Ginorio, Director of Finances.
• Pan PepinminorGTM or Marketing PartnerCorporate sponsor supporting Teletón events and SER's programs. Represented on Board by Angel Vazquez.
• Plaza CellarsminorGTM or Marketing PartnerCorporate sponsor participating in Teletón fundraising.
• WAPA TelevisionmajorGTM or Marketing PartnerMajor media partner providing broadcast coverage for Teletón SER events and raising awareness for disability services.
• El VocerominorGTM or Marketing PartnerMedia partner providing coverage for Teletón events and SER programs.
• Mesa AlegreminorGTM or Marketing PartnerCorporate sponsor participating in Teletón fundraising events.
• Jennifer Barreto (Miss Universe Puerto Rico)minorGTM or Marketing PartnerCelebrity ambassador who visited SER facilities to raise awareness about inclusion and hope, sharing messages of solidarity with participants, families, and staff.
• Dra. Antonia NovellominorGTM or Marketing PartnerFormer U.S. Surgeon General and first Hispanic to hold that position, featured in 'Hacia donde vamos' video series discussing population aging challenges and opportunities.
• CARF InternationalmajorStrategic or Co-development PartnerAccreditation organization for rehabilitation facilities. SER displays CARF accreditation badge indicating compliance with international standards of care.
• EastersealsmajorStrategic or Co-development PartnerNational disability services organization. SER is affiliated with Easterseals, providing access to best practices and network resources in disability rehabilitation.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Easterseals: National nonprofit network providing disability and rehabilitation services. SER is explicitly affiliated with Easterseals, and both operate under a similar mission of delivering therapy, education, and community-based services to people with disabilities.
• TIRR Memorial Hermann: Nationally recognized rehabilitation hospital offering complex medical rehabilitation across adult and pediatric populations, leveraging advanced rehab technology. Comparable operating model to SER for high-acuity, technology-enabled therapy.
• Shirley Ryan AbilityLab: Premier US rehabilitation hospital integrating research and clinical care for spinal cord injury, stroke, and brain injury using advanced robotics and therapy technology. Directly comparable in service portfolio and technology-led approach to SER.
• Burke Rehabilitation Hospital: Acute rehabilitation hospital providing physical, occupational, speech, and recreational therapy across neurology, orthopedics, and cardiac conditions. Highly comparable specialty rehabilitation service portfolio to SER.
• Children's Specialized Hospital: Pediatric rehabilitation hospital offering therapies for autism spectrum disorder, developmental delays, and acquired injuries—directly mirroring SER's ABA Learning Zone, pediatric therapy, and developmental intervention programs.
• Kessler Foundation: Nonprofit rehabilitation research and treatment organization focused on spinal cord injury, brain injury, stroke, and multiple sclerosis. Directly comparable to SER's clinical-research-informed rehabilitation focus.
• Marianjoy Rehabilitation Hospital: Part of Northwestern Medicine, providing inpatient and outpatient physical rehabilitation across multiple specialties with advanced therapeutic technology. Comparable in service breadth and clinical intensity to SER.
• Spaulding Rehabilitation Network: Harvard-affiliated rehabilitation network operating inpatient and outpatient rehab, including traumatic brain injury, stroke, and pediatric services. Comparable to SER's multidisciplinary rehabilitation service mix and integrated care delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/serpuertorico
• Facebookfacebook.com/serpuertorico
• Instagraminstagram.com/serpuertorico
• Xx.com/serpuertorico

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 TO BE from Puerto Rico