Sage Pediatrics

What Sage Pediatrics does

Sage Pediatrics is a Direct Primary Care (DPC) concierge pediatric practice founded in 2011 and operated by Dr. Amy Maidenberg, a board-certified pediatrician, from a single office at 4329 Piedmont Ave in Oakland, California. The practice serves families across the East Bay — Oakland, Piedmont, Berkeley, Alameda, and Lafayette — and combines conventional pediatric medicine with integrative and naturopathic approaches delivered in collaboration with Dr. Hillary Roland, ND. Two practitioners are explicitly identified (Dr. Maidenberg and Dr. Roland), with stated total headcount of five employees.

The core product is the Sage Membership, a recurring subscription that bundles unlimited well-child visits, sick care with same/next-day availability, 24/7 physician access, and extended 30–90 minute appointments; membership fees scale by child age and number of siblings. The practice supplements membership with a la carte professional services available to both members and non-members: a $300 one-time Family Enrollment Fee, prenatal consultations ($400), vaccine scheduling consultations ($350), integrative MD+ND visits ($600–$800), and newborn hospital care at Alta Bates ($500–$1,050). Delivery channels include in-office visits, an outdoor garden/porch option introduced during COVID, home visits ($100 travel fee), and telehealth for select consultations. The practice does not accept insurance and provides documentation for out-of-network reimbursement or HSA/FSA submission.

The technology stack is intentionally minimal and non-proprietary: a Squarespace website, Calendly for scheduling, Google Forms for inquiries, Square for payments, and Fullscript for supplement access. Marketing is primarily word-of-mouth driven, supplemented by a long-standing Berkeley Parents Network presence and free introductory "Meet the Doctor" visits. Sage Pediatrics is a privately held, founder-owned, bootstrapped practice with no disclosed funding, subsidiaries, or institutional investors; revenue is generated entirely from membership fees and per-service fees in the East Bay micro-market.

Name

Sage Pediatrics

Legal name

Sage Pediatrics

Website

https://sagepediatrics.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Sage Pediatrics is a Direct Primary Care concierge pediatric practice in Oakland, California, founded in 2011 by Dr. Amy Maidenberg, MD, that serves East Bay families with membership-based holistic and integrative pediatric care, including extended visits, 24/7 access, and a la carte consultations.

Ownership category

akta.pro rank

Product category

Pediatric Healthcare Services

NAICS

Child and Youth Services (62411)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Pediatric Specialty Care Centers (e.g., cardiology, oncology, neurology) (HLAFAJAH)

Keywords

• Pediatric primary care
• Concierge pediatrics
• Direct primary care
• Child healthcare services
• Pediatric membership medicine

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Family Enrollment Fee: One-time enrollment fee of $300 to hold place in the practice and enable first appointment booking. Non-refundable, due upon joining.
2. Membership Fees: Recurring membership fees for concierge pediatric care. Fees vary based on child's age and number of siblings enrolled. Includes all wellness checkups, sick care, and 24/7 physician accessibility. Standard visits are one hour long with acute visits for 30 minutes.
3. Integrative Care Visits: Specialized collaborative visits combining pediatrician and naturopath expertise. $600 for 60 minutes, $800 for 90 minutes. Available to both members and non-members.
4. Vaccine Scheduling Consultations: One-time consultation service for vaccine counseling and schedule creation. $350 for 45-60 minutes in person or virtual. Available to non-members.
5. Prenatal Visits: Hour-long prenatal consultation for expecting parents. $400 for 60 minutes in person or virtual. Available to non-members.
6. Newborn Hospital Care: Hospital visits for newborns. Approximately $500 for one visit, $750 for two visits, $1,050 for three visits at Alta Bates.
7. Home Visit Travel Fee: Additional fee for home visit services. $100 travel fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Sage Pediatrics is a concierge pediatric practice in Oakland, California that delivers Direct Primary Care (DPC) to children through a membership-based model. Founded in 2011 by Dr. Amy Maidenberg, the practice provides personalized, high-touch pediatric care with direct physician access, longer appointments, and a low patient-to-doctor ratio as core service features.

Product overview

Sage Pediatrics is a concierge pediatric practice offering a membership-based model providing holistic, patient-centered pediatric care. The core offering is the Sage Membership, which bundles unlimited well child visits, sick care, 24/7 physician access, and extended appointment times (30-90 minutes). Additional specialized services include Prenatal Consultations, Integrative Care Visits (collaboration with Dr. Hillary Roland, ND), Vaccine Scheduling Consultations, Gender Affirming Care, ADHD/Depression/Anxiety Management, and Parent Counseling/Coaching. Optional add-ons include House Calls and Newborn Hospital Care. The practice operates under a Direct Primary Care (DPC) model without insurance participation.

Differentiator

Problem solved

Functional benefit

Products and services

• Sage Pediatrics Direct Primary Care Membership Membership-based concierge pediatric care providing personalized, direct-access primary care for children, including well-child visits, sick visits, and ongoing developmental support, delivered by a single pediatrician under a low patient-to-doctor ratio model.

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• Dr. Hillary Roland, NDcoreStrategic or Co-development PartnerLicensed Naturopathic Doctor with special interest in pediatrics and family medicine. Earned degree in Naturopathic Medicine and Certificate in Midwifery from Bastyr University. Completed residency at Bastyr Center for Natural Medicine. Collaborates with Dr. Maidenberg on integrative care visits for over 10 years, bringing naturopathic expertise to pediatric patients with chronic health conditions.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Hint Health: Direct Primary Care platform and infrastructure provider enabling independent DPC practices to launch and operate membership-based clinics. Comparable as DPC infrastructure support for practices like Sage.
• PlushCare: Telehealth primary care platform offering subscription-based online visits and ongoing care relationships. Overlaps with Sage's virtual prenatal and vaccine consultation services, though primarily adult-focused.

Broad incumbents

• VillageMD: Large primary care platform (acquired by Walgreens) offering value-based, comprehensive primary care with extended physician access. Operates in the same primary care space with broader scope and corporate backing.
• Pediatric Associates: Large multi-site pediatric practice group operating across multiple states with comprehensive well-child and sick care. Comparable as a pediatric healthcare provider, though operating a traditional insurance-based model rather than concierge.
• Privia Health: National physician practice management platform supporting primary care and specialty practices with technology, payer contracting, and population health tools. Comparable as a pediatric practice operating partner, though serving a much broader market with a different business model.

Direct peers

• SteadyMD: Membership-based primary care concierge platform offering extended visits, 24/7 access, and personalized physician relationships. Comparable subscription model and direct-to-consumer GTM to Sage Pediatrics.
• Parsley Health: Membership-based integrative and functional medicine practice combining conventional and holistic approaches. Closest analog to Sage's MD/ND collaborative model, addressing chronic conditions through extended visits and root-cause care.
• Forward Health: Membership-based primary care practice offering extended visits, technology-enabled care, and holistic health services. Comparable to Sage in subscription model and concierge positioning, though with a tech-forward adult-skewed focus.
• One Medical (Amazon One Medical): Concierge/membership-based primary care provider with a pediatric offering, employing extended visits, 24/7 access, and subscription pricing. Operates the same Direct Primary Care-flavored model as Sage, just at vastly larger scale and with corporate backing.

Others

• Everlywell: Direct-to-consumer health testing and wellness platform used by Sage members via Fullscript. Adjacent consumer health and wellness infrastructure, supporting Sage's integrative care offering with at-home testing and supplements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sage-pediatrics

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 Sage Pediatrics