Helen Sanderson Associates USA

What Helen Sanderson Associates USA does

Helen Sanderson Associates USA (HSA USA), headquartered in Solvang, California, is a privately held consultancy and training firm that delivers person-centered thinking methodology to human services organizations. Founded by Helen Sanderson over 20 years ago, the company operates with approximately 10 employees and serves government agencies, non-profits, regional centers, direct support professionals, and healthcare providers across the US, UK, Canada, New Zealand, and Australia.

The company's core offering is the Person-Centered Thinking methodology — a structured framework of practical tools (One-Page Profiles, Communication Charts, Relationship Circles, Good Day/Bad Day, The Doughnut, Decision Making Agreements, etc.) implemented through facilitated training programs. HSA's product portfolio spans five categories: (1) high-ticket cohort-based facilitator training programs (Planning Live at $6,900 per participant, Compassion@Work, Building Trust and Autonomy in Teams, Coaching for Mastery, Progress for Providers, Community Connecting, Person-Centered Approaches for Healthcare Decision Making), (2) self-serve eLearning courses (Person-Centered Thinking for Everyone and Team 15 at $75/year subscriptions), (3) a newly launched DSP Essentials DIY program for frontline staff (January 2025), (4) a WooCommerce-based storefront selling 25+ physical products (minibooks, card sets, toolkits at $7–$29), and (5) free community resources including the HCBS Community of Practice (funded through Regional Center partnerships) and Curious Conversations Guides. Underlying technology is methodology-driven rather than software-based, with delivery via Zoom and Slack for remote cohorts.

HSA USA generates revenue through four streams: recurring annual eLearning subscriptions, multi-month training program tuition, transactional product sales, and custom organizational facilitation/consulting engagements. Go-to-market is hybrid: PLG via self-serve eLearning, community-led through HCBS Community of Practice, event-driven via cohort registrations on Eventbrite, and direct sales for enterprise training. The firm maintains strategic partnerships with The Learning Community for Person-Centered Practices (IP/licensing), Tri-Counties and San Gabriel Pomona Regional Centers (HCBS content co-development), and Livingroom Conversations (curriculum format).

Name

Helen Sanderson Associates USA

Legal name

Helen Sanderson Associates USA

Website

https://helensandersonassociates.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Helen Sanderson Associates USA is a Solvang, California-based consultancy that delivers Person-Centered Thinking training, coaching, and published resources to government agencies, regional centers, non-profits, and healthcare providers across five countries.

Ownership category

akta.pro rank

Product category

Human Services Training & Consulting

NAICS

Educational Support Services (61171), Professional and Management Development Training (61143), Management Consulting Services (54161)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Home & Community-Based Services (HCBS) Coordination & Case Management (HSABAIAM)

akta.pro secondary industries

Caregiver Support, Coaching & Training (HLADALAG), Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching) (BPAEANAN), Wellness Program Design & Accountability Coaching (HSADAGAC), Coaching, Feedback & Mentoring Skills (EDABAMAM)

Keywords

• Person-centered thinking training
• Human services consulting
• Facilitator certification programs
• HCBS compliance training
• Disability support training

Headquarters

HQ city

Solvang

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. eLearning Subscriptions: Online courses with annual subscription model. Person-Centered Thinking for Everyone and Team 15 courses offered at $75/year. Self-paced, accessible on multiple devices.
2. Professional Training Programs: Cohort-based facilitator training programs. Planning Live facilitator training priced at $6,900 per person. Includes weekly sessions, coaching calls, and certification. Multi-month commitment.
3. Product Sales: Physical and digital products including minibooks ($7-$11), card sets ($14-$18), toolkits ($25-$29), and comprehensive guides. Products ship from the United States.
4. Facilitation and Consulting: Custom organizational development programs delivered remotely or in-person. Programs include Compassion@Work, Building Trust and Autonomy in Teams, Coaching for Mastery, Progress for Providers, and Community Connecting.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Helen Sanderson Associates USA delivers facilitator training, coaching, and consulting services built on the Person-Centered Thinking methodology for human services, disability, and healthcare organizations. Offerings include multi-week cohort training programs (e.g., Planning Live facilitator training), self-paced eLearning subscriptions, organizational development workshops (Compassion@Work, Building Trust and Autonomy, Coaching for Mastery), and a catalog of physical tools and minibooks. The company also operates the HCBS Community of Practice, a free resource community developed in partnership with Regional Centers to support HCBS Final Rule compliance.

Product overview

Helen Sanderson Associates USA offers a comprehensive portfolio of person-centered training programs, coaching services, and published resources. The core offerings include Person-Centered Thinking Training, Planning Live Facilitator Training, Compassion@Work, and Teams and Leaders Programs (Building Trust and Autonomy, Coaching for Mastery, Progress for Providers). E-learning options include Person-Centered Thinking for Everyone and Team 15: Person-Centered Approaches. The company also provides specialized programs for community connecting, healthcare decision-making, DSP essentials, HCBS compliance, and supported decision-making. Published products include cards, minibooks, and toolkits for person-centered practices. Helen Sanderson has authored over 20 books on person-centered approaches published by Jessica Kingsley Publications and HSA Press. Free resources include person-centered thinking tools/templates, HCBS Community of Practice, and Curious Conversations Guides.

Differentiator

Problem solved

Functional benefit

Brands

• Community Circles: A non-profit organization helping people to be happier, healthier and more connected with the support of their community.
• Think About Your Life
• Progress for Providers
• 100 One-Page Profiles
• Compassion@Work
• Planning Live

Products and services

• Person-Centered Thinking for Everyone On-demand, self-paced e-learning course introducing person-centered thinking with 12 core modules and reflection activities. Accessible on computers, tablets, and mobile devices. Ideal for staff at all levels, families, and community partners. Priced at $75 for a 1-year subscription.
• Team 15: Person-Centered Approaches Flexible coaching kit for team leaders providing 15 person-centered approach activities, each 15 minutes long. Helps reinforce team confidence and knowledge around person-centered skills. Includes short videos, downloadable resources, and weeks of practice. Uses materials from The Learning Community for Person-Centered Practices. Priced at $75/year.
• Planning Live Facilitator Training Person-Centered Planning Facilitator Training program running over 12 weeks. Participants learn five phases of person-centered planning including Pre-planning, Discovery, Positive Change, Outcomes and Actions, and Supports and Spending Plans. Develops one-page profiles, person-centered descriptions, and facilitation skills through weekly 3-hour sessions plus 90-minute community of practice. Cost: $6,900 per person.
• Person-Centered Thinking Training Core training program covering person-centered thinking skills and tools including One-Page Profiles, Good Day/Bad Day assessments, Relationship Circles, Communication Charts, Working/Not Working reviews, Community Mapping, Perfect Week exercises, The Doughnut tool, Matching Support, Decision Making frameworks, and Learning Logs. Delivered remotely or in-person.
• Compassion@Work Practical five-session learning series focused on 15 compassion practices that enhance communication, emotional regulation, and relationship-building. Based on Nonviolent Communication (NVC) principles developed by Dr. Marshall Rosenberg. Delivered as four weekly 3-hour sessions followed by a fifth session one month later, all via Zoom.
• Building Trust and Autonomy in Teams Five-session program focused on establishing trust, collaboration, communication, and productivity in the workplace. Covers practical strategies for positive and productive tactical meetings, technology practices that foster collaboration, aligning roles with personal strengths, team agreements, and feedback practices. Delivered remotely via Zoom over five 3-hour sessions.
• Coaching for Mastery of Person-Centered Practices Coaching program for supervisors and managers charged with helping others increase confidence in person-centered skills. Covers The COACH Approach, To Grow, Appreciative Inquiry, Comfort/Stretch/Panic model, Circle of Influence, Giving and Receiving Feedback, Five Whys and a What, and What/So What/Now What frameworks. Available in-person (2 days) or remote (five 3-hour sessions via Zoom).
• Progress for Providers Facilitated self-assessment process to check organizational progress in using person-centered approaches and create action plans for continuous quality improvement. Available as a self-assessment tool or delivered through a series of 3-hour remote sessions over several months.
• Community Connecting 16-hour training program (delivered over 2 days or 6 weeks) focused on fostering belonging and encouraging meaningful community engagement. Helps discover connections people seek and creatively identify ways to make them happen. Supports HCBS Requirement #1: Access to Community. Developed with contributions from John O'Brien, Beth Mount, and The Learning Community for Person Centered Practices.
• Person-Centered Planning for a Good Life Six-session training series covering five phases of person-centered planning including Pre-planning, Discovery, Positive Change, Outcomes and Actions, and Support Sequence. Participants develop one-page profiles and learn the seven steps in the Outcome sequence. Includes materials from The Learning Community for Person Centered Practices.
• Person-Centered Approaches for Healthcare Decision Making Five practical, interactive 3-hour sessions covering decision-making standards, competency and capacity, healthcare decisions, advance care planning, and care at end of life. Includes facilitator role development, cultural considerations, and legal requirements for advance care plans.
• DSP Essentials Do-it-yourself training program for Direct Support Professionals (DSPs) with eight modules. Covers Building Bridges (promoting integration), Supporting Decision-Making, Empowering Opportunities, and Respecting Rights. Includes interactive videos, side-by-side learning exercises, practical resources, toolkits, and certificates of completion.
• HCBS Community of Practice Free virtual community providing practical resources to help organizations promote person-centered services and meet HCBS quality standards. Includes resource videos, discussion groups, downloadable digital resources, and certificates for completed courses. Developed in partnership with Regional Centers (San Gabriel Pomona, Tri-Counties).
• HSA Physical Products (Minibooks, Cards, and Toolkits) Catalog of physical and digital tools including minibooks ($7-$11), card sets ($14-$18), toolkits ($25-$29), and comprehensive guides. Includes Essential Lifestyle Planning, Planning Live Resource Guide, Planning Live Conversation Cards, Planning Live What If Cards, Person-Centered Risk Cards, One-Page Profile Meetings, Community Connecting Minibook, Positive and Productive Meetings Toolkit Cards, Key Points and Top Tips, Person-Centred Reviews Adults, Person Centred Thinking End of Life, Working/Not Working Review handbook, and Tools and Techniques for Working with Groups. Products ship from the United States.
• Helen Sanderson Publications Over 20 books written by Helen Sanderson on person-centred change, health and social care, and social justice. Titles include Person-Centred Thinking with Older People, The Individual Service Funds Handbook, Making Individual Service Funds Work for People with Dementia, Person-Centred Teams, Personalisation and Dementia, and Essential Lifestyle Planning. Published by Jessica Kingsley Publications and HSA Press.

Quantifiable outcome

• Northeast Kingdom Human Services (nearly 500 employees) saw culture shift from toxic to compassionate, with staff becoming 'promoters of the compassionate culture'
• +4 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

Feature4 records

Partnerships

Five partnerships are on record, tiered core, major and minor.

• The Learning Community for Person-Centered PracticescoreStrategic or Co-development PartnerHSA uses person-centered concepts, principles and materials developed by The Learning Community with permission. Team 15 and Planning Live programs incorporate Learning Community methodologies. Person-Centered Thinking training recognized by this organization. HSA developed its eLearning courses in alignment with Learning Community competencies.
• The Learning Community for Person-Centered PracticescoreStrategic or Co-development PartnerProducts such as 'Person centered thinking with older people' minibook produced in partnership with The Learning Community for Person-Centred Practice. Collaborative development of training materials and resources.
• Regional Centers (San Gabriel Pomona, Tri-Counties)majorStrategic or Co-development PartnerPartnership with Regional Centers to offer HCBS Community of Practice resources at no cost. Funded the development of free HCBS training materials, animated videos, and Curious Conversations guides that are distributed through the community of practice.
• Tri-Counties Regional CentermajorStrategic or Co-development PartnerHSA leverages Tri-Counties Regional Center's HCBS Final Rule Animated Series videos as the foundation for Curious Conversations guides. Collaborative content development for HCBS compliance education.
• Livingroom ConversationsminorStrategic or Co-development PartnerHSA credits Livingroom Conversations for inspiration and format for the Curious Conversations DIY guides resource series.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• National Association of Direct Support Professionals (NADSP): Direct peer in DSP training and certification. Offers credentialing, e-learning, and a national code of ethics for DSPs — overlapping directly with HSA's DSP Essentials program launched January 2025.
• Charting the LifeCourse: Developed by the University of Missouri-Kansas City Institute for Community Inclusion, providing person-centered thinking tools and frameworks (e.g., One-Page Profiles, Life Trajectory) that overlap directly with HSA's PCT Tools portfolio.
• The Learning Community for Person-Centered Practices: Strategic partner and direct methodology peer that develops person-centered thinking competencies and materials that HSA uses. Operates in the same PCT training space with overlapping facilitator networks and aligned frameworks.
• Support Development Associates: Direct competitor in person-centered thinking and planning training for human services organizations. Provides similar training, facilitation, and consulting services to the same HCBS and disability provider market.
• Marc Gold & Associates: Person-centered training and consulting firm serving disability service providers. Offers comparable training programs, planning facilitation support, and organizational change services to the same end customers as HSA.

Broad incumbents

• The Arc of the United States: Large national organization providing advocacy and resources for people with intellectual and developmental disabilities. Serves the same end population and overlapping provider network but with a broader advocacy and support mission.
• CQL | The Council on Quality and Leadership: Established organization focused on quality and leadership in human services, including HCBS compliance. Offers training, accreditation, and tools that overlap with HSA's HCBS Community of Practice and Progress for Providers offerings.
• ANCOR (American Network of Community Options and Resources): National trade association representing disability service providers, offering training resources, advocacy, and policy work. Serves the same customer base as HSA but as an industry association rather than training provider.
• Institute for Community Inclusion (UMass Boston): Research and training institute focused on community inclusion for people with disabilities. Provides training, publications, and tools for person-centered work that intersect with HSA's content library and methodology offerings.

Emerging players

• Positive Behavior Supports Corporation: Provider of training and consultation for behavioral support and person-centered practices in disability services. Operates in an adjacent space with similar training delivery and customer base to HSA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/helensandersonHSA
• LinkedInlinkedin.com/company/helen-sanderson-associates-usa

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 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 Helen Sanderson Associates USA