GV, formerly Google Ventures, has invested $28.1 million in firsthand, a New York-based startup dedicated to improving care for adults with serious mental illness (SMI). The company’s mission is to build trust with patients while increasing engagement with the healthcare system and community resources through innovative SMI peer support programs, a critical need given that, according to the CDC, only 64.5% of adults with SMI received mental health treatment in the past year. This gap in care highlights a persistent challenge in behavioral health: reaching and supporting individuals with complex needs in a meaningful, person-centered way.
Peer Support Model
Founded in 2021, firsthand has rapidly developed a model centered on SMI peer support programs. Its peer-support specialists, called firsthand guides, all have lived experience with SMI and are trained to meet patients wherever they are most comfortable—whether in a shelter, a church, or a private residence. “Sometimes [guides] have to ask neighbors where [patients] are, and it can take several phone calls or visits,” explained Dr. Joe Parks, chief medical officer at firsthand. “And when they meet the patient, they say, ‘We are with this company firsthand, and your insurance company asked us to help people who seem to be struggling. We thought you might need help. What can I do for you?’”
Meeting Patients Where They Are
The approach is intentionally grounded in the principle of meeting patients where they are, rather than expecting them to navigate traditional clinical pathways on their own. Dr. Parks emphasized, “I think the reason that our services are welcome is we start with where the person is. It’s all about where they are and what they need.” This person-first, individualized care allows firsthand to engage patients who might otherwise fall through the cracks, which is a core focus of effective SMI peer support programs.
Benefits Navigation
Beyond peer support, firsthand connects patients with benefit-enrollment specialists who help them navigate complex paperwork and enroll in eligible programs. These programs go beyond healthcare coverage to include housing support, nutrition assistance, and transportation vouchers. Patrick Hendry, vice president of peer services, highlighted the value of this hands-on, patient-centered approach: “The ability to approach the people we’re trying to work with, with this amount of patience and time that we can give to each individual, is exactly what has proven to work. But it’s not the way that traditional services are offered.”
Partnerships with Payers
The company works closely with payers to support populations with SMI, prioritizing Medicaid patients where both need and healthcare costs are highest. CEO Samir Malik has noted that healthcare payers and insurers are increasingly open to new methods of engagement, recognizing that existing approaches often fail to reach certain patient populations. Dr. Parks added, “It’s gratifying to see more of them willing to try something different. They know they have populations that their current methods don’t work on.” This willingness to partner with innovators highlights the growing value of SMI peer support programs in the healthcare ecosystem.
Rapid Growth and Expansion
firsthand’s growth has been rapid. The company currently operates in Tennessee, Ohio, and Florida, with programs in cities including Nashville, Memphis, Knoxville, and Jacksonville. By the end of the year, firsthand plans to expand to seven markets across these states. Prior to this latest round of funding, the company had raised about $14.8 million in capital. The new $28.1 million investment from GV is expected to accelerate nationwide expansion and increase the organization’s capacity to serve more patients through its SMI peer support programs.
Dr. Parks expressed optimism about the company’s future, noting that firsthand’s model has proven effective: “We know we have a model that works. We’ve taken it from doing it in two or three places to about eight places. We want to get it nationwide, and many people need this in many communities. There’s a lot of suffering out there. We want to do our part to make a difference and reduce that suffering.” These efforts reflect how SMI peer support programs can create measurable impact in patient engagement and overall health outcomes.
Innovation in the Behavioral Health Space
The behavioral health space has seen an uptick in innovation aimed at supporting adults with SMI. Other startups, including Amae, Vanna, and Akin, have entered the market in recent years, offering new models to address the unique clinical, cognitive, and social complexities of this population. Investors are also recognizing the potential in high-acuity behavioral health care. Dr. Ben Robbins, a psychiatrist and general partner at GV, has said that SMI requires more than lightweight digital interventions or content-driven platforms. “The combination of cognitive impairment, the social complexity, the clinical complexity – I think that pretty much has to be a hybrid model, if not fully in person,” he said. This reinforces why in-person and hybrid approaches like firsthand’s SMI peer support programs are particularly effective.
A Model for Nationwide Impact
firsthand’s model exemplifies this hybrid approach. By combining in-person peer support, personalized benefits navigation, and collaboration with payers, the company is creating a pathway to care that many adults with SMI have lacked. Its success underscores a broader shift in behavioral health: toward models that are patient-centered, flexible, and designed to meet people where they are—both literally and figuratively.
As the behavioral health landscape evolves, firsthand represents a promising example of how targeted innovation, backed by significant investment, can address longstanding gaps in care. With the support of GV and other investors, firsthand aims to expand its reach across more states and communities, ultimately providing critical support to a population that has historically been underserved. By focusing on trust, accessibility, and comprehensive support, firsthand is setting a new standard for SMI care and demonstrating that with the right model, meaningful impact is possible.
