Frame
Frame is a California-only, two-sided online therapy marketplace that uses a proprietary matching algorithm to connect individual clients for free with licensed therapists, who pay a monthly subscription for the marketing directory and integrated HIPAA-compliant telehealth, messaging, and billing tools.
- Company typePrivate
- Founded2019
- HeadquartersSanta Monica, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Frame does
Frame Wellness Inc., operating as Frame, is a California-only, two-sided online therapy marketplace that connects individual clients seeking mental health support with licensed therapists running independent private practices. Clients access the platform for free, complete a questionnaire, and receive a shortlist of vetted therapists matched through a proprietary algorithm that considers bios, specialties, treatment styles, and zip code; clients then book complimentary intro calls and pay therapists directly on a sliding scale of $30 to $250 per session, with Frame not taking a cut of session revenue. The therapist side is the monetized surface: California-licensed or pre-licensed therapists pay a monthly subscription ($20/month first year, $40/month thereafter, with a 32-day free trial) for a marketing directory listing, a Frame Discussions video feature, and a stack of practice-management tools including HIPAA-compliant messaging, HIPAA-compliant Zoom telehealth, scheduling with reminders, Stripe-powered billing, and paperless consent forms. The business model combines subscription revenue from therapists with Stripe transaction fees on the session volume flowing through the platform, while client-side distribution is content-led through Frame Discussions video content, an SEO-optimized blog, and earned media in outlets such as Oprah Magazine, TechCrunch, Forbes, and AdAge. The company is privately held, headquartered in Santa Monica, was founded in 2019, has 1-10 employees, and has raised a single disclosed $3 million seed round led by Maven Ventures in July 2021. Co-founders Kendall Bird (CEO, ex-Snapchat/Google/YouTube product marketing) and Sage Grazer (Chief Clinical Officer, MSW NYU, in mental health since 2012) lead the company, which holds HIPAA and CCPA compliance certifications.
Frame firmographics
Firmographics- Name
- Frame
- Legal name
- Frame Wellness Inc.
- Website
- https://tryframe.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Frame is a California-only, two-sided online therapy marketplace that uses a proprietary matching algorithm to connect individual clients for free with licensed therapists, who pay a monthly subscription for the marketing directory and integrated HIPAA-compliant telehealth, messaging, and billing tools.
- Ownership category
- akta.pro rank
Frame industry classification
Industry- Product category
- Online Therapy Marketplace
- NAICS
- Offices of Mental Health Practitioners (except Physicians) (621330)
- SIC
- Services-Offices & Clinics Of Doctors Of Medicine (8011)
- akta.pro primary industry
- Mental Health Therapist Marketplaces (HLALALAJ)
- akta.pro secondary industry
- General Mental Health Therapy Platforms (Talk Therapy) (HLALAEAA)
Keywords
Where Frame is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Frame business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Therapist Subscription: Monthly subscription fees from therapists accessing the marketing directory and platform tools. First 32 days free, then $20/month for first year (regularly $40/month).
- Transaction Fees: Stripe processes payments between clients and therapists, with Frame benefiting from transaction volume. Stripe charges 2.9% + $0.30 per transaction.
- Client Platform Access: Free for clients to create accounts, match with therapists, and access digital discussions. Clients pay therapists directly for sessions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Essential Plan - $20/month first year, $40/month after |
| Freemium | Pay-as-you-go | Client Access - Free |
| Unit Pricing | Pay-as-you-go | Therapist Session Rates - $30-$250 per session |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Frame product offering
Product offeringCore offering
Frame operates an online mental wellness marketplace connecting individuals in California with licensed therapists via a proprietary questionnaire-based matching algorithm. The platform provides a free client-facing service with complimentary 15–20 minute intro calls and on-demand educational video content (Frame Discussions), while the therapist side is a paid marketing directory offering a modern profile, video marketing exposure, HIPAA-compliant Zoom telehealth, secure messaging, Stripe-powered billing, scheduling, and paperless consent forms. Frame does not take a cut of session payments; clients pay therapists directly at therapist-set sliding-scale rates.
Product overview
Frame is a mental wellness platform offering two integrated sides: a client-facing platform connecting people to licensed California therapists through a proprietary matching algorithm, and a therapist-facing marketing directory that helps therapists grow their private practice. The core products include the Frame Therapy Platform (matching and scheduling), Therapist Marketing Directory, Frame Discussions (educational video content), and various practice management tools including secure messaging, HIPAA-compliant telehealth via Zoom, appointment scheduling, billing through Stripe, and paperless consent forms. The platform is free for clients who only pay for their therapy sessions, while therapists pay a subscription fee for the marketing directory and tools.
Differentiator
Problem solved
Functional benefit
Products and services
- Frame Therapy Platform An all-in-one mental wellness platform that connects California residents to licensed therapists through a proprietary matching algorithm, therapist profile browsing, complimentary 15–20 minute intro calls, secure scheduling, and HIPAA-compliant telehealth sessions. Free for clients to use; clients pay therapists directly for 1:1 sessions.
- Therapist Marketing Directory A modern marketing directory subscription product for California-licensed therapists to build their private practice through dynamic Frame Marketing Profiles, professional marketing videos, SEO resources, Frame Blog and Instagram features, and marketing guidelines. Therapists retain 100% of session fees (no cut to Frame).
- Frame Discussions A library of on-demand and live video discussions led by licensed Frame therapists in Q&A and 1:1 conversation formats, covering therapy 101, relationships, anxiety, trauma, parenting, stress, grief, and more. Free to view; functions as both a marketing showcase for therapists and an education/entry-point channel for prospective therapy clients.
- Therapist Matching Service A client-facing matching service built on a proprietary algorithm that uses questionnaire responses, therapist bio, specialties, treatment styles, and zip code to instantly generate a shortlist of top therapist matches. Clients can then book complimentary 15–20 minute intro calls with multiple therapists before selecting one.
Companies that use Frame
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Frame technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability1 record
Feature6 records
Frame partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- StripecoreStripe is used as the secure payment processor for all transactions between therapists and clients. Charges 2.9% + $0.30 per transaction. Frame does not take a cut of session payments.
- Zoom (HIPAA-Compliant)coreZoom provides HIPAA-compliant video conferencing for telehealth therapy sessions on the Frame platform. Both clients and therapists receive session links 5 minutes before sessions.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Frame competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Frame social profiles
Digital presenceFrame compliance and trust
Trust signalCompliance2 records
Frame financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frame leadership team
Management profileNumber of profiles
Profiles2 records
Frame funding detail
Funding detailFunding overview
Funding rounds1 record
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frame M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Frame
What does Frame do?
Frame operates an online mental wellness marketplace connecting individuals in California with licensed therapists via a proprietary questionnaire-based matching algorithm. The platform provides a free client-facing service with complimentary 15–20 minute intro calls and on-demand educational video content (Frame Discussions), while the therapist side is a paid marketing directory offering a modern profile, video marketing exposure, HIPAA-compliant Zoom telehealth, secure messaging, Stripe-powered billing, scheduling, and paperless consent forms. Frame does not take a cut of session payments; clients pay therapists directly at therapist-set sliding-scale rates.
Is Frame a public or private company?
Frame is a private company. It is classified as venture growth investor backed and is currently operating.
When was Frame founded?
Frame was founded in 2019. It employs 1 to 10 people.
Where is Frame based?
Frame is headquartered in Santa Monica, United States, in the North America region.
How does Frame make money?
Three revenue lines are on record. Therapist Subscription is the primary driver. The others are transaction Fees and client Platform Access.
Does Frame have an API?
No public API is recorded for Frame.
What industry is Frame in?
Frame's product category is Online Therapy Marketplace. Its primary akta.pro industry code is HLALALAJ, Mental Health Therapist Marketplaces, with a secondary code of HLALAEAA, General Mental Health Therapy Platforms (Talk Therapy). Its NAICS code is 621330 and its SIC code is 8011.