Family Counseling Service of NNY, Inc.

What Family Counseling Service of NNY, Inc. does

Family Counseling Service of NNY, Inc. is a private, non-profit mental health counseling agency founded in 1958 and headquartered at 531 Washington Street, Suite 4124, in Watertown, New York. The agency delivers individual, couples, and family counseling to residents of Jefferson County and the broader Northern New York region, supplemented by telehealth video and telephone sessions for continuity of care. Service offerings span general psychotherapy plus specialized modalities including EMDR, PTSD therapy, play therapy (ages 3-12), sex therapy using the PLISSIT model, anger management (12-week group), the Nurturing Parenting Program (evidence-based per SAMHSA/NREPP), the Peace Group (24-week domestic violence program for women), and the Aspire Group (parallel program for male perpetrators), as well as supervised visits. Clinical capacity is approximately 7-8 licensed professionals including LMHCs, an LCSW Director of Clinical Operations, a Marriage and Family Therapist, and supervised Master's-level counselors.

The agency's technology stack is intentionally lean and off-the-shelf: a Kareo-powered HIPAA-compliant patient portal handles appointment requests, secure counselor messaging, document access, and online payments; PayPal is integrated for donations and bill settlement; and standard telecommunication platforms support telehealth delivery. There is no proprietary technology, AI tooling, or mobile app — the patient portal is the sole digital surface for client self-service.

The business model combines four revenue streams: insurance billing (United Healthcare, Fidelis, Tricare, Martin's Point, Excellus BCBS, Aetna-Meritain), self-pay at $125 per 45-53 minute session, a sliding fee scale calibrated to household income and size for uninsured/under-insured clients (often delivered below cost), and community donations. The sliding fee scale and donation dependency are central to the mission but constrain margin and scalability. Go-to-market is sales-led via direct phone intake, supplemented by referrals from healthcare providers, schools, and community partners. The agency is governed by an independent Board of Directors, has no parent organization, no subsidiaries, no funding rounds, and no public financial disclosures.

Name

Family Counseling Service of NNY, Inc.

Legal name

Family Counseling Service of NNY, Inc.

Website

https://fcsnny.org

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

1–10 employees

Short description

Family Counseling Service of NNY, Inc. is a private, non-profit mental health counseling agency founded in 1958 in Watertown, NY, serving Jefferson County and Northern New York with individual, couples, and family therapy plus telehealth, funded by insurance billing, self-pay, sliding fees, and community donations.

Ownership category

akta.pro rank

Product category

Mental Health Counseling Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420), Other Individual and Family Services (624190)

SIC

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

akta.pro primary industry

Mental Health Counseling & Psychotherapy Services (EDALAFAB)

akta.pro secondary industries

Behavioral Health for Children & Adolescents (Youth Services) (HLAFACAL), Couples & Family Therapy Teletherapy Platforms (HLALAEAG)

Keywords

• Mental health counseling
• Family therapy services
• Telemental health sessions
• Trauma therapy programs
• Sliding fee counseling

Headquarters

HQ city

Watertown

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Billing: Primary revenue stream from billing insurance companies including United Healthcare, Fidelis, Tricare, Martin's Point, Excellus Blue Cross Blue Shield, and Aetna-Meritain. Accepts payment from insurance carriers at their rates.
2. Self-Pay/Out-of-Pocket: Standard session fee of $125 for self-pay clients. Credit/debit card on file with convenience fee charged for card payments.
3. Sliding Fee Scale Services: Reduced rates based on gross annual household income and number of individuals in the home for uninsured or under-insured clients. Often provides services at rates lower than cost, offset by community donations.
4. Donations and Contributions: Revenue from individual and business donations in the community to support operations and offset below-cost services provided through sliding fee scale.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Family Counseling Service of NNY, Inc. is a private, not-for-profit mental health counseling agency that delivers licensed psychotherapy to individuals, couples, and families both in person at its Watertown, NY office and remotely via HIPAA-compliant telehealth video and telephone sessions. Services span general mental health counseling, trauma and PTSD therapy, EMDR, play therapy, sex therapy, anger management, parenting education, and specialized domestic violence group programs, with revenue drawn from insurance billing, self-pay, sliding fee scale, and community donations.

Product overview

Family Counseling Service of NNY, Inc. is a private, not-for-profit licensed counseling practice founded in 1958. The agency provides a broad spectrum of mental health services delivered through Licensed Mental Health Counselors and Marriage and Family Therapists. Services include Individual Counseling, Couples/Marriage Counseling, Family Counseling, Parenting Education (including the Nurturing Parenting Program), Play Therapy, Anger Management, EMDR, PTSD Therapy, Sex Therapy, and group programs (Peace Group for domestic violence victims, Aspire Group for perpetrators). Telehealth counseling via video or telephone supplements in-person services. The agency utilizes a Kareo-based patient portal for appointment scheduling, secure messaging, and document access.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Counseling
• Couples/Marriage Counseling
• Family Counseling
• Play Therapy
• EMDR Therapy
• PTSD Therapy
• Anger Management
• Parenting Education (Nurturing Parenting Program)
• Sex Therapy
• Peace Group
• Aspire Group
• Sexual Abuse Counseling
• Domestic Violence Counseling
• Supervised Visits
• Telehealth Counseling

Quantifiable outcome

• Sliding fee scale provides reduced rates for uninsured/under-insured clients based on household income
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Children's Home of Jefferson County: Northern New York non-profit providing children's mental health and crisis respite services, explicitly referenced in clinician backgrounds. Directly comparable for pediatric/adolescent behavioral health programming in the same region.
• Northern Rivers Family Services: New York State non-profit providing outpatient mental health, family services, and behavioral health programs across multiple counties. Comparable as a larger regional non-profit behavioral health organization serving similar populations (children, families, adults) with insurance and sliding-fee funding models.
• Liberty Resources: Syracuse-based licensed mental health and social services agency offering outpatient counseling, case management, and integrated behavioral health programs across Central and Northern New York. Highly comparable as a regional NY community mental health provider with similar mission, payer mix, and referral model.
• Credo Community Center: Northern New York-based behavioral health and substance use treatment non-profit serving multiple counties. Comparable as a regional peer delivering outpatient mental health, addiction, and family services with a similar payer mix.
• ARC of Jefferson and St. Lawrence Counties: Local non-profit serving individuals with intellectual and developmental disabilities in the same Jefferson County footprint. Referenced via the Board Emeritus member's prior tenure; comparable as a regional non-profit human services provider in the same catchment area.
• Catholic Charities of Northern New York (Ogdensburg): Faith-based non-profit offering outpatient counseling, family services, and behavioral health programs across Northern New York counties. Comparable as a regional non-profit counseling provider with similar mission-driven, sliding-fee model.
• Alcohol & Drug Abuse Council of Jefferson County: Local non-profit providing substance use prevention, treatment, and recovery support in Jefferson County. Comparable as a regional community behavioral health provider in the same geography with overlapping referral sources.

Broad incumbents

• Talkspace: National telehealth therapy platform offering on-demand video/text counseling with insurance and self-pay options. Comparable as a scaled competitor offering the telehealth delivery mode that FCS NNY uses, but at far greater scale and national reach.
• BetterHelp: Largest direct-to-consumer online therapy platform offering subscription-based counseling via video, chat, and phone. Comparable as a national incumbent expanding into rural and underserved markets with aggressive pricing that may pressure local providers.

Regional players

• Mental Health Association in New York State: Statewide non-profit advocacy and service organization supporting community mental health providers across New York. Comparable as a regional umbrella/body supporting similar outpatient community mental health missions, though operating at a state-policy level rather than direct service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FamilyCounselingServiceofNNY
• LinkedInlinkedin.com/company/fcsnny

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Family Counseling Service of NNY, Inc.