Pride PHC Services

About Us

Pride PHC Services was established in 1999 by Lucinda L. Cruz, RN. Locally owned and operated, this San Antonio, Texas based corporation continues to care in our Central and South Texas communities through Medicaid and Private Care programs. Additionally, PRIDE PHC provides information at community activities that include health fairs, volunteerism and financial support to local and national charities. The purpose for doing business remains the same today as it was in 1999, to provide support services that allow individuals to remain safe and independent.

Our Mission

To advocate for independence by providing support services that improve the quality of life and overall well-being of the people we proudly serve.

Core Values

Care with…
  • Honor
  • Kindness
  • Patience

Purpose Statement

At Pride PHC Services, we:
  • Are committed to doing what is right for those we serve, both clients and caregivers.
  • Promote and perpetuate an open spirit culture where everyone is honored with respect and kindness.
  • Build successful, long-term business practices, creating security and growth opportunities.
  • Are dedicated stewards of our human and financial resources.
  • Deliver care first and ensure quality and compliance are at the highest level of excellence.
  • Build lasting relationships with our teams, communities, partners, and providers.
  • Believe in the power of prayer.
  • Do all we do in a manner consistent with the leadership teachings of Jesus Christ.

About the Pride PHC Services Culture

Culture. Many define it simply as, the way we do things around here.

Consequently, every company has a culture.

At Pride PHC Services we are intentional about Culture and have named ours RISE... the culture of high performance and soaring engagement.

RISE is a combination of emotional and thoughtful principles and tools. From the moment a person chooses to interview with our team, RISE is introduced. Our E-Factor Hiring Filter, our high-engagement orientation, and our onboarding touchpoints all work together to emotionally connect new hires with our Purpose Statement.

The Purpose Statement doesn’t live in a file, but rather within the interactions of the moments each day.

Our team finds many opportunities to engage in learning and best-practice sharing throughout their journey. Culturally congruent behaviors are showcased and celebrated. Fun and engagement is infused throughout each office with the help of our Culture Champions.

Our RISE culture is likened to the common color thread woven throughout a beautiful tapestry. No matter the location or service line, RISE strives to lift our caregivers, clinicians, leadership, clients, and communities to their highest potential.

At Pride PHC Services we RISE to the occasion!



Dec. 1, 1999, Pride PHC Services, Inc officially starts caring in the South and Central Texas communities.



In 2005, Pride PHC Services moves to its current location on San Pedro in San Antonio. This move was initiated due to the growth of internal staff needed to properly serve the growing number of persons being cared for.


15 Years of caring

Pride PHC Services begins its 16th year on December 1st. Pride PHC Administrator and Co-Founder Lucinda Cruz, RN is recognized by the Alamo Area Home Care Council as the Home Care Hero of 2014.


18 Years of caring

Pride PHC Services adds STAR KIDS to its programs served.


20 Years of caring

Pride PHC Services celebrates its 20th year of caring on December 1st. It ends the decade by celebrating the recognition of Vice President Andy Cruz by the Alamo Area Home Care Council as the Home Care Hero of 2019.


Joined the New Day Team

New Day collaborates and communicates with owners of home care companies to create patient centered solutions and has a history of building patient centered companies and cultures based on value and innovation.


25 Years of Caring

On December 1st, Pride PHC Services proudly marks a quarter-century of compassionate care. Cheers to 25 years of making a difference!

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