It depends on how you use Naviance to determine reaches, matches, and safeties.
Their search function designations do not do a good job at all. So when you are asking Naviance to generate a list if colleges, ignore what they call a college. The methodology that they use is to compare your kid’s stats to those of accepted students, and if the kid’s stats match the mid 50% of the college, they call the college a “match”, if the kid’s stats match the top students’ stats, they call it a safety. There are a number of other college search sites which do the same. This method is, of course, useless, since it does not check how many other applicants with similar stats were rejected.
The way to use Naviance is to look at the figures which present the stats of kids from your kid’s high school as a scatterplot (GPA on one axis, SAT/ACT on the other axis), with each data point representing a student, and each data point also stating whether that students was accepted or rejected.
The figures should also place your kid on that graph. If your kid’s point is surrounded by solid acceptances, then the college is a safety, if your kid’s point is surrounded by a mix of acceptances and rejections, then the college is anywhere from a target (around half-and-half), while in the majority are rejections, it is a reach. If nobody has been accepted from your school in the time range that the graph covers, it is a very very high reach, or they hate your high school (making it an impossible reach).
Naviance tends to present mostly recent data, which is good.
If there is only data from fewer than five kids a year for the past three years, it will likely be unreliable.
Because acceptance rates to the most popular colleges are dropping, it is also wise to downgrade everything. So treat a safety as a low target, a low target as a target, a target as a high target, and a high target as a reach.
Finally, while stats do not take holistic admissions into consideration, the fact is that there are almost no colleges which can be considered targets or safeties which are truly holistic. All public universities, even the most selective ones, put extremely high weight on stats, and most will accept students with really good stats, especially in-state students, even if their ECs are pretty sparse. This can be true even for places like UCLA, Berkeley, Michigan, or UNC.