What Paws & Pals does

Paws & Pals is a 501(c)-style nonprofit founded in 2021 by Tonia Haakonstad and headquartered at 124 S Main Street, Independence, Missouri. The organization operates The Pawsative Place, a purpose-built facility with specialized K.I.N.D. Therapy, Sensory, Game, and Tech rooms, and delivers animal-assisted therapy (AAT) by integrating certified therapy dogs with evidence-based therapeutic interventions including CBT, play therapy, art therapy, family therapy, group therapy, mindfulness-based therapy, trauma-focused therapy, and solution-focused brief therapy. Its core programs — the K.I.N.D. (Kids In Need of Dogs) Therapy Program, the school-based P.A.W.S. (Pawsative Actions and Wellness in Schools) initiative, and a Youth Mentoring program — target at-risk and underserved youth aged approximately 5-18 in Jackson County, Missouri, with stated intent to extend into surrounding metro communities. Service is delivered under a "village" model that requires full family involvement, paired with school partnerships and a volunteer pipeline.

The organization employs 7 people and is led by CEO/Founder Tonia Haakonstad with a board of directors (Joshua Lynch, Judy Young, Charline Gray, Jessie Hayes) and a clinical/operational team that includes LCSW, LPC, and EMDR-trained clinicians alongside animal-assisted play therapists. Revenue is generated through four streams: tax-deductible individual and corporate donations, a $25/month PAWS Advocate subscription membership, e-commerce sales of K.I.N.D. dog treats ($8.50 single bag, $24 for three bags) via a Neon CRM storefront, and volunteer-supported program delivery. Go-to-market is community-led and event-driven, leveraging social media, an email newsletter, community events, and referral networks among schools and community centers. Strategic backers include the Children's Services Fund of Jackson County, Truman Heartland Community Foundation, Commerce Bank, MMHTTC-University of Nebraska, and several faith-based and local sponsors. No public funding rounds, M&A, subsidiaries, or app/API offerings are disclosed.

Name

Paws & Pals

Legal name

Paws & Pals

Website

https://pawsandpals.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Youth Mental Health Services

NAICS

Other Individual and Family Services (624190), Child and Youth Services (624110)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Animal Welfare & Advocacy Organizations (AFAEALAC)

akta.pro secondary industry

Veterinary Charity Clinics & Medical Aid (BPAGAIAD)

Keywords

• Animal-assisted therapy
• Social-emotional learning
• Youth mental health services
• Nonprofit therapy programs
• Therapeutic mentoring

Headquarters

HQ city

Independence

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Donations: One-time and recurring donations from individuals and organizations to support the organization's mission of providing preventative therapy and social-emotional wellness to at-risk youth.
2. Monthly Membership Program: PAWS Advocate membership at $25/month includes monthly newsletter, access to virtual events, website recognition, event tickets, and 2 bags of K.I.N.D. dog treats monthly.
3. K.I.N.D. Dog Treats Sales: Sale of therapeutic dog treats. Single bag for $8.50 plus shipping, or 3 bags for $24 with free shipping. Promotional 2026 PAWTY BONUS: buy 3 bags get a free signature peanut butter and jelly bag.
4. Volunteer Program Support: Community volunteers support therapeutic activities, community engagement, administrative tasks, and fundraising efforts without direct revenue generation but enabling program delivery.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Paws & Pals is a nonprofit organization that uses animal-assisted therapy and mentoring to provide preventative therapy and social-emotional wellness to at-risk and underserved youth in Jackson County, Missouri. Its core offerings include the K.I.N.D. Therapy Program (evidence-based therapy combined with trained therapy dogs), the P.A.W.S. school-based social-emotional learning initiative, Youth Mentoring, and The Pawsative Place facility. The organization supplements program funding through the sale of K.I.N.D. Dog Treats and a $25/month PAWS Advocate membership program.

Product overview

Paws & Pals operates as a non-profit animal-assisted therapy and social-emotional learning center offering a portfolio of therapeutic programs and services. The core offerings include the K.I.N.D. Therapy Program (evidence-based therapy with trained therapy dogs), Animal-Assisted Therapy (AAT) services, the P.A.W.S. school-based SEL program, and Youth Mentoring. These programs are delivered through The Pawsative Place facility featuring specialized therapy, sensory, game, and tech rooms. The organization also sells K.I.N.D. Treats (dog treats) as a consumer product to fund operations, and offers a Monthly Membership Program for supporters. A Volunteer Program engages community members in supporting therapeutic activities.

Differentiator

Problem solved

Functional benefit

Brands

• K.I.N.D. (Kids In Need of Dogs): Therapy program and product line featuring therapy dogs and K.I.N.D. dog treats to support children and teens with mental health challenges.
• P.A.W.S. (Pawsative Actions and Wellness in Schools)
• The Pawsative Place

Products and services

• K.I.N.D. Therapy Program

Quantifiable outcome

• Participants report increased self-esteem, better emotional regulation, and improved relationships with peers and family members
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• MMHTTC-University of NebraskacoreStrategic or Co-development PartnerPartnership with MMHTTC (Midwest MHTTC) at University of Nebraska provides access to most updated information on diversity and inclusion which is shared with staff, students, families and community members. The partnership enables Paws & Pals to incorporate current best practices in diversity and inclusion into their programs.
• Jackson County Schools and Community CenterscoreStrategic or Co-development PartnerPaws & Pals conducts programs in partnership with schools and community centers throughout Jackson County. The organization developed therapy dog programs in schools starting with a pilot program at community centers.

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Canine Companions for Independence: Canine Companions provides highly trained service dogs and therapy dog teams for individuals with disabilities and in facility settings. Comparable to Paws & Pals for its nonprofit mission using trained dogs to deliver therapeutic outcomes for vulnerable populations.
• Big Brothers Big Sisters of America: Big Brothers Big Sisters is a national youth mentoring nonprofit serving at-risk youth through one-on-one mentorship. Comparable to Paws & Pals' Youth Mentoring program component and its broader mission of supporting at-risk youth through structured relationships.
• Pet Partners: Pet Partners is the largest nonprofit registry of therapy animals in the U.S., training and certifying therapy animal teams for animal-assisted interventions in hospitals, schools, and communities. It is comparable to Paws & Pals as both operate at the intersection of animal welfare and therapeutic service delivery.
• National Alliance on Mental Illness (NAMI): NAMI is a large nonprofit providing advocacy, education, and support programs for individuals and families affected by mental illness, including youth-focused programming. Comparable to Paws & Pals for addressing youth mental health through community education and family-centered support.
• Boys & Girls Clubs of America: Boys & Girls Clubs is a national nonprofit delivering after-school programming including social-emotional learning and mentoring for youth. Comparable to Paws & Pals as both serve at-risk youth through structured programs designed to build resilience, coping skills, and emotional well-being.

Direct peers

• Bright Spot Therapy Dogs: Bright Spot Therapy Dogs prepares and certifies therapy dog teams for visits to libraries, schools, nursing homes, and counseling centers. It is directly comparable to Paws & Pals in deploying certified therapy dogs for community-based emotional support and youth programs.
• Good Dog Foundation: Good Dog Foundation is a nonprofit that trains and places therapy dog teams to work in therapeutic settings including hospitals, schools, and counseling programs. It is a direct peer to Paws & Pals as both deploy therapy dogs to support mental health and emotional well-being outcomes for youth and other populations.
• Lutheran Church Charities Comfort Dog Ministry: Lutheran Church Charities Comfort Dog Ministry places trained K-9 teams in communities for crisis response, school visits, and emotional support. Comparable to Paws & Pals for deploying trained dogs as the central vehicle for community therapeutic and emotional support programming.

Regional players

• Interact Therapy Dogs (formerly Delta Society Australia): Interact operates animal-assisted therapy programs across Australia using trained therapy dog teams in healthcare, education, and community settings. Comparable to Paws & Pals as both deploy therapy dogs for therapeutic and educational outcomes in a regional nonprofit model.

Emerging players

• Dream Catchers at the Cori Sikich Riding Center: Dream Catchers provides equine-assisted therapy and mentoring to at-risk youth in Virginia. Comparable to Paws & Pals as both are nonprofits using animal-assisted therapeutic modalities to address mental health and developmental needs of at-risk youth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pawsandpals

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Paws & Pals