Generally, I would choose a program that uses experienced college counselors, so IMO Matchlighters > Matriculate. Some of the programs that offer free counseling can be specific to a region or a city, and they can be just as good as the nationally based ones. Some programs also have requirements beyond low income, for example the students have to be first gen, so look at that too.
I would ask your HS counselor what programs are in your area. Often there are also local independent counselors who take on pro bono clients each year.
These threads identify some other orgs that offer free college counseling:
Even though you missed the deadline for scholars, you can still apply for college thru Questbridge National College Match when the time comes. National College Match | QuestBridge