PERSON CENTERED UNIVERSE INC.

What PERSON CENTERED UNIVERSE INC. does

Person Centered Universe Inc. (PCU) is a privately held Canadian dementia-care education and consulting company founded in 2013 by Ashley King and Daphne Noonan, headquartered in Fredericton, New Brunswick. The company delivers a portfolio of online courses, coaching, and consulting services for two primary customer segments: family caregivers and informal care partners of people living with dementia, and professional care providers working in long-term care, day programs, and memory-care settings. Its flagship professional course, 'Dementia: Understanding the Journey', has been continuously improved over 25+ years; the cornerstone consulting service, Dementia Care Mapping (DCM), is delivered under certification from the University of Bradford, an observational methodology used since 1991 in over 30 countries.

PCU's product platform is a Thinkific-hosted online learning site (training.personcentreduniverse.com) supplemented by live interactive Zoom sessions for cohort-based courses. The catalogue spans a six-course on-demand family caregiver bundle (CA$25–CA$295 range per course / bundle), individual professional development certificates such as Dementia: Understanding the Journey (CA$995, 27 hours), Therapeutic Activity Professionals (CA$2,499, 180 hours), Volunteer Management in LTC (CA$399), One Page Profiles Masterclass (CA$249), Seated Tai Chi (CA$299 / US$225, 20 hours), and the six-week Dementia Journey Coaching service. B2B consulting is anchored by Dementia Care Mapping engagements and the McMaster University SPA-LTC program in Atlantic Canada.

The business operates on a direct-to-consumer model with a hybrid B2B consulting layer. Revenue streams include on-demand course sales, professional cohort fees, paid coaching engagements, and consulting/Dementia Care Mapping projects for long-term care homes. Strategic partnerships — Lifelong Inspiration (Amsterdam, decade-long), Helen Sanderson Associates Canada, McMaster University, and the University of Bradford — provide methodology credentials, technology infrastructure, and research distribution, while the customer base is concentrated in Atlantic Canada with growing activity in Prince Edward Island.

Name

PERSON CENTERED UNIVERSE INC.

Legal name

PERSON CENTERED UNIVERSE INC.

Website

https://personcentreduniverse.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Person Centered Universe Inc. is a private Canadian company that delivers dementia care education, coaching, and consulting through a Thinkific-hosted learning platform, serving family caregivers and long-term care professionals primarily in Atlantic Canada.

Ownership category

akta.pro rank

Product category

Dementia Care Education & Consulting

NAICS

Home Health Care Services (6216), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

In-Home Dementia Care Services (Specialized Personal Care) (HLADACAI)

akta.pro secondary industries

Memory Care Care Management & Navigation (Dementia Care Coordination) (HLADACAJ), Dementia/Alzheimer’s Care Management & Behavioral Support (HLADALAF)

Keywords

• Dementia care education
• Caregiver training programs
• Long-term care consulting
• Dementia care mapping
• Professional development courses

Headquarters

HQ city

Fredericton

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. On-demand caregiver course sales: Direct purchase of on-demand dementia learning series for families and caregivers (e.g., CA$25 for Early Dementia & Post-Diagnosis Support; bundled course series). Course listing publicly available on website.
2. Professional development certificate programs: Paid professional certification courses for care providers — e.g., Dementia: Understanding the Journey (CA$995, 27 hours), Volunteer Management in LTC (CA$399), Therapeutic Activity Professionals (CA$2,499, 180 hours), One Page Profiles Masterclass (CA$249), Seated Tai Chi (CA$299), Reflective Practice & Culture (CA$79), Dementia Care Volunteers (CA$49). Delivered as scheduled live cohorts or on-demand.
3. Dementia Journey Coaching: Paid coaching service for family caregivers and care partners, comprising regular support calls over a 6-week duration to develop a lifestyle plan and provide education, resources, and a listening ear.
4. Consulting and Dementia Care Mapping services: Consulting engagements for long-term care homes including Dementia Care Mapping (6-8 hours of observation in common spaces), with a final report providing a roadmap with step-by-step improvements, benchmark quality improvement, staff education recommendations, and personalized care plan ideas.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Person Centred Universe sells dementia care education and consulting: a portfolio of paid online certificate programs and on-demand courses for family caregivers and long-term care professionals, six-week Dementia Journey Coaching engagements for family caregivers, and University of Bradford-certified Dementia Care Mapping (DCM) observational consulting for long-term care homes. Courses are delivered via a Thinkific-hosted learning platform and live Zoom cohorts, with companion content including a blog, podcast, and free caregiver guides.

Product overview

Person Centred Universe (PCU) is a single, mission-driven education and services platform — not a multi-module SaaS suite — centred on the 'Our vision is simple: a better world for those affected by dementia' promise. Its offering is a portfolio of online courses, coaching and consulting delivered through a Thinkific-hosted learning site (training.personcentreduniverse.com) and live Zoom sessions. Family caregivers are served by the six-course 'Complete On-Demand Dementia Learning Series for Families' (Early Dementia & Post-Diagnosis Support, Family Roles Boundaries & Emotional Adjustment, Balancing Autonomy and Safety, Meaningful Engagement at Home, Collaborative Daily Living & Routine Care, and Nurturing Through Mealtimes), the free Caregiver Guide and the six-week Dementia Journey Coaching service. Professional care providers access longer-form certificate programs such as 'Dementia: Understanding the Journey', 'Volunteer Management in Long Term Care', 'Therapeutic Activity Professionals', the 'One Page Profiles Masterclass' and 'Seated Tai Chi: Awakening Stillness and Wellbeing', plus on-demand bundles (Person Centred Dementia Care Foundations, Dementia Care Leadership), single on-demand courses (Dementia Care Volunteers, Reflective Practice & Culture, Foundations of Narrative Care, A Strengths-Based Ability Lens, When Caring Hurts, Governance Through a Person-Centred Lens), the Pathways Series and the free Autism and Older Adults webinar. PCU also offers Dementia Care Mapping consulting, the Redefining Dementia podcast and blog, and supports McMaster University's SPA-LTC program in Atlantic Canada.

Differentiator

Problem solved

Functional benefit

Brands

• Dementia Journey Coaching: A coaching service for caregivers and family members providing support, navigation, and lifestyle planning, including regular support calls over six weeks.
• Dementia Care Mapping (DCM)
• Pathways Series

Products and services

• Complete On-Demand Dementia Learning Series for Families Six-course on-demand bundle for family caregivers covering early dementia support, family roles and emotional adjustment, autonomy/safety, meaningful engagement at home, collaborative daily living, and mealtimes.
• Early Dementia & Post-Diagnosis Support 0.5-hour on-demand course (CA$25) introducing families to a person-centred way of thinking about dementia immediately after diagnosis.
• Family Roles, Boundaries & Emotional Adjustment On-demand course helping families understand shifting roles, emotional load, and boundaries after a dementia diagnosis.
• Balancing Autonomy and Safety On-demand course offering a person-centred framework for families navigating safety decisions (driving, stairs, money, vulnerability) without defaulting to control or loss of personhood.
• Meaningful Engagement at Home On-demand course reframing how families spend time together at home by reducing pressure and creating space for natural, low-stakes connection after a dementia diagnosis.
• Collaborative Daily Living & Routine Care On-demand course helping families shift from one person carrying daily routines to sharing morning, evening, and personal-care moments in ways that protect dignity and capacity.
• Nurturing Through Mealtimes Short self-paced mini-course that helps family caregivers understand why mealtimes change with dementia and make small, realistic adjustments that reduce stress and support dignity, nourishment, and connection.
• Dementia Journey Coaching Six-week remote coaching service that pairs family caregivers with a PCU dementia coach to develop a personalized lifestyle plan, delivered via regular support calls.
• Dementia: Understanding the Journey PCU's flagship 9-week online certificate course (27 hours, CA$995 + tax) for nurses, PSWs, activity directors, CNAs, dietary staff, volunteers, and family caregivers, delivered via live virtual Tuesday classes.
• Volunteer Management in Long Term Care Practical, fully virtual four-week course (6 hours, CA$399) with 90-minute weekly sessions covering recruitment, onboarding, supervision, recognition, and retention of volunteers in long-term care.
• Therapeutic Activity Professionals Six-month, 180-hour certification program (CA$2,499) combining 90 hours of learning with a 90-hour mentored field-experience practicum for activity directors.
• One Page Profiles Masterclass 4-hour interactive masterclass (CA$249) that teaches long-term care staff how to build strengths-based One-Page Profiles based on the Helen Sanderson Associates methodology.
• Seated Tai Chi: Awakening Stillness and Wellbeing 20-hour continuing-education course (CA$299 + HST / US$225 + tax) blending self-paced video lessons with weekly live Zoom sessions to train healthcare professionals to guide seated Tai Chi sessions in long-term and memory care.
• Person Centred Dementia Care Foundations Bundle On-demand bundle of professional courses covering Reflective Practice & Culture, Foundations of Narrative Care, A Strengths-Based Ability Lens, and When Caring Hurts.
• Dementia Care Leadership Bundle On-demand bundle including Governance Through a Person-Centred Lens and related leadership-focused courses for boards and care leaders.
• Dementia Care Volunteers (on-demand course) On-demand course (CA$49) introducing dementia basics, communication skills, and person-centred engagement techniques for volunteers.
• Pathways Series – Complementary Course On-demand companion to the Seated Tai Chi program that helps caregivers and care professionals manage energy, motivation, and perspective to better provide quality care.
• Autism and Older Adults (Free Webinar) One-hour free on-demand webinar (CA$0) hosted by Marie-Pier LeRoux exploring the unique challenges elderly individuals with autism face and person-centred care strategies.
• Dementia Care Mapping (DCM) Consulting Evidence-based observational consulting service in which mappers conduct 6–8 hours of observation in common spaces and deliver a final report with concrete, fact-based recommendations to improve person-centred care; PCU is certified by the University of Bradford to deliver DCM.

Quantifiable outcome

• 410+ course participants across active on-demand and live cohort programs
• +6 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Lifelong InspirationflagshipStrategic or Co-development PartnerDecade-long strategic partnership. Lifelong Inspiration helps people, organisations, and systems remain capable, grounded, and well-directed across changing conditions. Lifelong Inspiration has partnered with Person Centred Universe for a decade, providing strategic guidance on business direction and growth, contributing to the design and development of new courses, programs, and services, and shaping the technology infrastructure that supports PCU's delivery. Founder Rahzeb Choudhury (based in Amsterdam, Netherlands). Lifelong Inspiration Technologies built the PCU website. Lifelong Inspiration is also the creator of True Doors decals.
• Helen Sanderson Associates CanadacoreStrategic or Co-development PartnerPerson-centred approaches partner with over 20 years of experience in five countries. Led internationally by Helen Sanderson, recognized as a key figure in person-centred approaches and author of over 20 books on the subject, who acts as an advisor to national governments. PCU offers the One Page Profiles Masterclass (CA$249, 4 hours) based on Helen Sanderson Associates' best-practice tool that is now used internationally.
• McMaster UniversityflagshipStrategic or Co-development PartnerPCU partners with McMaster University to bring the Strengthening Palliative Care Approaches in Long-Term Care (SPA-LTC) project to Atlantic Canada. SPA-LTC is a multi-component palliative care framework developed through research led by McMaster. McMaster is a public research university in Hamilton, Ontario, recognized as one of Canada's top research-intensive institutions and consistently ranked among the top 100 universities worldwide. PCU is currently supporting recruitment of English-speaking LTC staff, family/friend care partners, advocates and policy makers on Prince Edward Island.
• True Doors (by Lifelong Inspiration)coreOEM/ Whitelabel/ Licensing PartnerTrue Doors are made-to-measure decals with pictures of real doors that replace a clinical and impersonal atmosphere in care organizations. Originated as a social art and life story project in Tasmania, now a respected brand adopted from Tasmania to Vancouver. PCU actively promotes, distributes awareness for, and supports True Doors projects at long-term care homes in New Brunswick (e.g., Kings Way LifeCare Alliance installations across three rounds).
• University of BradfordcoreImplementation/ SI/ Consulting PartnerPerson Centred Universe is certified by the University of Bradford in Dementia Care Mapping (DCM), the cornerstone observational methodology used since 1991 in over 30 countries. The University of Bradford certification underpins PCU's ability to deliver DCM engagements to long-term care homes.
• Planetree InternationalminorGTM or Marketing PartnerPCU attended and networked at the 40th Annual Planetree International Conference in Boston, MA in October 2018; met Planetree founder Angelica Thieriot. Planetree is comprised of six offices positioned globally and partners worldwide; PCU identifies with its person-centred care mission.
• Arpeggio Music Therapy (Sarah Bell)minorOthersContributor/author relationship: Sarah Bell, music therapist with Arpeggio Music Therapy in Saint John, New Brunswick, authored a blog post on music therapy and dementia for PCU. Arpeggio Health Services (Elizabeth Eldridge) also contributed a piece on caregiver self-care.
• Room217 (Pathways)minorGTM or Marketing PartnerRoom217's Pathways was a featured prize in the Redefining Dementia Contest run by Person Centred Universe (prize awarded to a long-term care home of the winner's choosing).
• Activity ConnectionminorGTM or Marketing PartnerActivity Connection (one-year subscription) was a featured prize in the Redefining Dementia Contest run by Person Centred Universe.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Alzheimer's Society of Canada: National non-profit federation offering dementia education, caregiver resources, and training programs across Canada. Overlaps with PCU's mission-driven caregiver and professional education but at much larger scale and as a non-profit with government and donor funding.
• Alzheimer's Association (US): Largest US-based dementia non-profit offering extensive educational programs, certifications, and professional training. Operates at a different scale and as a non-profit but provides comparable dementia-care training content to family and professional caregivers.
• Planetree International: Global person-centred care certification body for healthcare organizations, with which PCU partners and networks. Operates a much broader healthcare person-centred care mission but overlaps with PCU's content library and professional development offering.

Regional players

• Dementia UK: UK-based charity providing specialist dementia nursing (Admiral Nurses) and extensive caregiver/professional education resources. Comparable in mission and content focus but operates primarily in the UK rather than Canada.
• Dementia Australia: Australian national dementia advocacy and education body providing courses, workshops, and resources for caregivers and professionals. Similar mission and content scope to PCU but Australia-focused and government-funded.
• Behavioural Supports Ontario (BSO): Provincial program embedded in Ontario's LTC sector providing dementia and behavioural support training to LTC staff. Comparable to PCU's professional development offering but funded by government and limited to Ontario.

Direct peers

• Positive Approach to Care (Teepa Snow): US-based dementia care education organization offering certification courses, workshops, and online training for family and professional caregivers. Closest direct peer to PCU in terms of person-centred dementia curriculum, online + live cohort delivery, and dual family/professional audience.
• Eden Alternative: International non-profit focused on person-directed care culture change in long-term care, offering training, certification, and consulting to care homes. Directly comparable to PCU's Dementia Care Mapping and person-centred care consulting for LTC operators.

Emerging players

• Hope for Dementia: Canadian non-profit focused on dementia prevention, caregiver support, and education. Comparable audience (Canadian families affected by dementia) and complementary mission, though at a smaller scale and earlier stage of program development.

Others

• Lifelong Inspiration: Decade-long strategic partner of PCU; creator of True Doors decals and the technology infrastructure underlying PCU's learning platform. Not a direct competitor but a deeply embedded ecosystem partner whose success correlates with PCU's distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/personcentreduniverse

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 PERSON CENTERED UNIVERSE INC.