new roads
New Roads School is a private K-12 college-preparatory independent school in Santa Monica, California, serving approximately 550 students across Elementary, Middle, and Upper School divisions and funded primarily through tuition and fundraising.
- Company typePrivate
- Founded1995
- HeadquartersSanta Monica, United States
- Headcount—
- GTM typeB2C
- OfferingServices
What new roads does
New Roads School is a private, nonprofit K-12 college-preparatory independent school located at The Herb Alpert Educational Village, 3131 Olympic Boulevard, Santa Monica, California. Founded in 1995, the school serves approximately 550 students across three divisions — Elementary (K-5, ~90 students), Middle (6-8, ~150), and Upper (9-12, ~310) — and is accredited by WASC, NAIS, and CAIS. Its core program is built around constructivist, progressive pedagogy; an "authentic diversity" mission with 53% students of color and 40%+ families receiving need-based tuition assistance; and college-preparatory academics without AP coursework, instead offering Advanced Honors and Independent Study. A differentiated add-on — the Spectrum Program — supports students with Autism Spectrum Disorder Level 1 (grades 6-12) integrated with neurotypical peers. School-reported outcomes include 100% college acceptance among graduates seeking admission, with recent classes placing students at Brown, Columbia, NYU, Stanford, Princeton, UC schools, and international institutions.
Technology is centered on a stack of commercial SaaS: the MyRoads parent/admissions portal (MySchoolApp), Diamond Mind for tuition billing and payment plans (single, two-payment, ten-payment), Square for spirit wear e-commerce, Clarity for tuition-assistance application processing, BoostMySchool for the New Roads Fund campaign, and Double the Donation for matching gift lookup. The Moss Theater (350 seats) within the Capshaw-Spielberg Center for Arts and Educational Justice features acoustics by Yasuhisa Toyota (Walt Disney Concert Hall acoustician) and functions as both an academic and community-rental asset.
Revenue is generated primarily through tiered annual tuition — 2026-2027 schedule: $44,898 (K-5), $55,014 (6-12), and $69,400 (Spectrum) — supplemented by activity fees ($2,848-$3,898), a $3,000 enrollment fee, $5,000 deposit, aftercare ($4,000/year or $30/day), and summer programming. Approximately 30% of the tuition budget is dedicated to need-based financial aid. A second revenue engine is philanthropic: the New Roads Fund annual campaign (2025-26 goal: $2M, raised $1,422,570 with 666 supporters) bridges a 13% tuition-cost gap, while the Kaleidoscope Gala (held at Skirball Cultural Center) and an active alumni/parent ecosystem generate additional contributions. Distribution is admissions-led and direct-to-family via the MyRoads application portal, supported by open houses, kindergarten tours, virtual drop-ins, and organic social channels (Instagram, Facebook, LinkedIn, YouTube, and the Village Voices podcast). Leadership is in transition: Dan Vorenberg serves as Interim Head of School through 2025-26, with Sam Houser (formerly Head of George School) appointed to begin July 1, 2026.
new roads firmographics
Firmographics- Name
- new roads
- Legal name
- New Roads School
- Website
- https://newroads.org
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Short description
- New Roads School is a private K-12 college-preparatory independent school in Santa Monica, California, serving approximately 550 students across Elementary, Middle, and Upper School divisions and funded primarily through tuition and fundraising.
- Ownership category
- akta.pro rank
new roads industry classification
Industry- Product category
- Private K-12 Education
- NAICS
- Elementary and Secondary Schools (6111), Educational Services (61)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Nonsectarian Independent Day Schools (EDAJABAA)
- akta.pro secondary industry
- Special Needs & Learning Differences Private Schools (EDAJABAH)
Keywords
Where new roads is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
new roads business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Others, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Tuition: Primary revenue from tuition payments. 2026-2027 tuition ranges from $44,898 (K-5) to $55,014 (6-12) to $69,400 (Spectrum Program). Additional fees include application fee ($150), enrollment fee ($3,000), deposit ($5,000), and student activity fees.
- Annual Fund (The New Roads Fund): Annual fundraising campaign bridging the 13% gap between tuition and actual cost to educate each child. Current campaign 2025-26 has goal of $2,000,000 with 666 supporters.
- Kaleidoscope Gala: Signature annual community event and major fundraiser bringing together families, alumni, faculty, and friends. Includes sponsorships and auction donations.
- Aftercare and Enrichment Programs: Optional full-year daily after-school care for Grades K-5 at $4,000/year, and occasional care at $30/day.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Grades K-5 Tuition 2026-2027 |
| Subscription | Annual | Grades 6-12 Tuition 2026-2027 |
| Subscription | Annual | Spectrum Program Tuition 2026-2027 |
| Subscription | Annual | Student Activity Fees K-5 |
| Subscription | Annual | Student Activity Fees 6-8 |
| Subscription | Annual | Student Activity Fees 9-12 |
| Subscription | Annual | Aftercare K-5 |
| Subscription | Monthly | Payment Plans |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels12 records
new roads product offering
Product offeringCore offering
New Roads School is a private K-12 college preparatory independent school operating at The Herb Alpert Educational Village in Santa Monica, California. The school delivers a progressive, college-preparatory curriculum across three divisions—Elementary (K-5), Middle (6-8), and Upper School (9-12)—serving approximately 550 students from the greater Los Angeles area, with a focus on authentic diversity and specialized programs such as the Spectrum Program for neurodiverse learners.
Product overview
New Roads School is a K-12 private independent school offering a comprehensive college-preparatory educational program built around authentic diversity and progressive pedagogy. The school serves approximately 550 students across three divisions: Elementary School (K-5), Middle School (6-8), and Upper School (9-12). The institution also offers specialized programs including the Spectrum Program for students with Autism Spectrum Disorder Level 1, a comprehensive Athletics Program, and College Counseling services. The school was founded in 1995 and is located at The Herb Alpert Educational Village in Santa Monica, California.
Differentiator
Problem solved
Functional benefit
Brands
- Kaleidoscope: New Roads School's signature annual community gala event celebrating the school's 30th anniversary and major fundraising event held at the Skirball Cultural Center.
- The New Roads Fund
- The Capshaw-Spielberg Center for Arts and Educational Justice
- Spectrum Program
- ENCORE
Products and services
- K-12 College Preparatory Program Comprehensive K-12 college-preparatory program featuring authentic diversity, progressive pedagogy rooted in constructivism, intellectual rigor, and personal growth for approximately 550 students from the greater Los Angeles area.
- Elementary School Program (Grades K-5) Elementary school program for approximately 90 students in grades K-5 focused on foundational skills, love of learning, and developmentally appropriate challenges within a diverse community.
- Middle School Program (Grades 6-8) Middle school program for approximately 150 students in grades 6-8 blending structure with freedom, fostering creativity, critical thinking, and effective communication through core curriculum and electives in performing arts, visual arts, STEM, and new media.
- Upper School Program (Grades 9-12) Upper school program for approximately 310 students in grades 9-12 where students engage in meaningful scholarship, develop a well-defined moral compass, and prepare for college through core academic courses, electives, independent study, and college counseling.
- Spectrum Program Specialized student support program for students in grades 6-12 who meet diagnostic criteria for Autism Spectrum Disorder Level 1, providing daily support for executive functioning, social skills, and self-advocacy while fully integrating students with neurotypical peers in all academic classes.
- College Counseling Program College counseling program providing guidance to students from freshman year through the application process, with 100% of graduates who desire college admission gaining entry to colleges and universities of their choice.
- Athletics Program Comprehensive athletics program offering sports including tennis, volleyball, cross country, flag football, soccer, basketball, baseball, swimming, golf, and track and field for elementary, middle, and upper school students.
- Summer Programs Summer educational programs available for students in grades K-12, offering enrichment opportunities and academic offerings during the summer months.
- Aftercare and Enrichment Program Optional full-year daily after-school care for Grades K-5 priced at $4,000/year, with occasional care available at $30/day for families needing flexible after-school coverage.
Companies that use new roads
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles2 records
new roads technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
new roads partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Carney Sandoe & AssociatescoreInternational education search and recruitment firm engaged to lead Head of School search process. Team includes Darryl Ford, Cathy Shelburne, and Burke Zalosh with over 40 years of experience placing school leaders.
- ClaritycoreThird-party tuition assistance application service that determines family financial need based on assets, income, expenses, and debts through a standardized application process.
- BoostMySchoolcoreFundraising platform powering The New Roads Fund annual campaign, providing campaign management, donor tracking, and payment processing.
- Skirball Cultural CentercoreVenue partner for Kaleidoscope annual gala, signature community event and major fundraiser.
- Diamond MindcorePayment processing platform for tuition payments and school fees.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
new roads competitors and assessment
Company assessmentBroad incumbents
- Harvard-Westlake School: One of LA's largest and most prestigious independent K-12 schools (~1,600 students). Operates at much larger scale with similar college-prep focus; competes directly for top-tier LA families and Ivy admittees.
Direct peers
- Buckley School: Sherman Oaks K-12 independent school with similar tuition, college-preparatory outcomes, and LA family demographic. Direct competitor for middle/upper-income LA families.
- Brentwood School: Large Eastside LA independent K-12 college-preparatory school with similar tuition tier, broad athletics, and elite college outcomes. Direct competitor for the same affluent LA family demographic.
- Windward School: West Los Angeles independent K-12 college-preparatory school with comparable tuition, progressive bent, and college outcomes. Direct competitor in the same LA micro-market.
- Campbell Hall School: North Hollywood Episcopal-affiliated independent K-12 school with similar progressive values, college-prep focus, and tuition tier. Comparable on mission alignment and family demographic.
- Crossroads School: Santa Monica-based progressive K-12 independent school with similar progressive pedagogy, authentic diversity mission, and college-preparatory focus. The most directly comparable school to New Roads in both geography and philosophy.
- Wildwood School: West Los Angeles progressive K-12 independent school emphasizing constructivist pedagogy, diversity, and college preparation. Closely aligned with New Roads on educational philosophy and target demographic.
- Marlborough School: Hancock Park independent girls' school with similar tuition tier, college-prep outcomes, and LA family demographic. Direct comparable on mission, scale, and family target.
- Archer School for Girls: LA independent girls' school with strong progressive mission, comparable tuition, and elite college outcomes. Comparable on educational philosophy and family demographic; differs on single-sex format.
Regional players
- Polytechnic School: Pasadena-based independent K-12 college-preparatory school serving LA's eastside/San Gabriel Valley families. Comparable tuition, mission, and outcomes but operates in a distinct sub-market from New Roads.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
new roads social profiles
Digital presencenew roads compliance and trust
Trust signalCompliance4 records
new roads financial estimates
Financial estimateRevenue estimate
Valuation estimate
new roads leadership team
Management profileNumber of profiles
Profiles13 records
new roads funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
new roads M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about new roads
What does new roads do?
New Roads School is a private K-12 college preparatory independent school operating at The Herb Alpert Educational Village in Santa Monica, California. The school delivers a progressive, college-preparatory curriculum across three divisions—Elementary (K-5), Middle (6-8), and Upper School (9-12)—serving approximately 550 students from the greater Los Angeles area, with a focus on authentic diversity and specialized programs such as the Spectrum Program for neurodiverse learners.
Is new roads a public or private company?
new roads is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was new roads founded?
new roads was founded in 1995.
Where is new roads based?
new roads is headquartered in Santa Monica, United States, in the North America region.
How does new roads make money?
Four revenue lines are on record. Tuition is the primary driver. The others are annual Fund (The New Roads Fund), kaleidoscope Gala and aftercare and Enrichment Programs.
Who are new roads's main competitors?
Harvard-Westlake School is listed as a broad incumbent. Direct peers are Buckley School, Brentwood School, Windward School, Campbell Hall School, Crossroads School, Wildwood School, Marlborough School and Archer School for Girls. Polytechnic School is listed as a regional player.
Does new roads have an API?
No public API is recorded for new roads.
What industry is new roads in?
new roads's product category is Private K-12 Education. Its primary akta.pro industry code is EDAJABAA, Nonsectarian Independent Day Schools, with a secondary code of EDAJABAH, Special Needs & Learning Differences Private Schools. Its NAICS code is 6111 and its SIC code is 8200.