Jiandanxinli (aka Simple Psychology)

What Jiandanxinli (aka Simple Psychology) does

Jiandanxinli (简单心理 / Simple Psychology) operates a vertically integrated mental health platform founded in Beijing in May 2014, incorporated as 北京竹间科技有限公司. The company runs a two-sided online counseling marketplace connecting screened clients with a network of 1,500+ psychological counselors and psychiatrists across 117+ cities, layered with a free listening hotline, psychological assessment, a Q&A community, an education platform (简单心理Uni), an offline physical mental health center (简单森林) in Beijing, and a B2B EAP business covering 100+ enterprise and government projects and 3M+ employees. Underlying technology stacks real-time video/audio consultations (Tencent Cloud TRTC, Agora), an in-app AI counseling assistant ("Freud"), and a course management and delivery system, accessible via web, iOS, Android, and WeChat mini-program.

The company monetizes across multiple streams: it takes an 18-23% commission on paid counseling sessions between ¥0 and ¥1,600+ per session, charges ¥800-2,500 per 50-minute psychiatric consultation, sells individual psychology courses ranging from ¥39.9 to ¥2,420 and a multi-year counselor training program with a ¥6,000 deposit, licenses ad-hoc psychological assessments priced from free to ¥299, and signs annual EAP managed-service contracts with corporates and government agencies. Pricing spans freemium (assessments, hotline) through unit pricing (consultations) to multi-year training subscriptions. Go-to-market combines a product-led freemium funnel (free hotline + AI chatbot + assessments → paid counseling) with a dedicated enterprise sales motion for EAP and a sales-led motion for counselor and trainee recruitment.

Jiandanxinli has positioned itself as China's highest-quality curated mental health platform, referencing APA-style counselor screening standards, forging academic research partnerships with Zhejiang University, Peking University, Beijing Normal University, Shanghai Ruijin Hospital, and the University of South Florida's Eric Storch group, and publishing annual mental health industry reports since 2016. The company is privately held (51-100 employees, headquartered in Beijing) and has raised a disclosed ~$47M+ across an early NEA round, a December 2021 Series B led by Prosperity7 Ventures with NEA and Long Hill Capital, and a March 2022 B+ round of RMB 100M from Qianji Capital. Founder-CEO Li Zhen (简里里, UCL Cognitive Neuropsychology) was named to Forbes Asia 30 Under 30 in 2016; co-founder and COO He Feng is a Stanford MBA and former BCG consultant.

Name

Jiandanxinli (aka Simple Psychology)

Legal name

北京竹间科技有限公司

Website

https://jiandanxinli.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Jiandanxinli (简单心理) is a Beijing-based online mental health platform founded in 2014 that operates a marketplace of 1,500+ screened counselors across 117+ cities, offers psychiatric consultations, EAP services to 100+ enterprise clients covering 3M+ employees, runs a counselor training platform (简单心理Uni), and provides an experimental AI counseling assistant named Freud.

Ownership category

akta.pro rank

Product category

Online Mental Health Services

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330), Outpatient Mental Health and Substance Abuse Centers (62142)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro industry

PRIMARYHLALALAJ

Mental Health Therapist Marketplaces

Healthcare & Life Sciences/Telehealth Platforms/Telehealth Marketplace & Referral Platforms

SECONDARYHLALAEAB

Psychiatry & Medication Management Platforms

Healthcare & Life Sciences/Telehealth Platforms/Behavioral & Mental Health Teletherapy Platforms

SECONDARYHLAEAHAA

Behavioral Health Benefit Administration (MBHO Core)

Healthcare & Life Sciences/Health Insurance & Managed Care/Managed Behavioral Health (MBHO)

Keywords

• Online mental health counseling
• Psychological assessment services
• Counselor training programs
• Employee assistance programs
• Psychiatric consultation services

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. 心理咨询服务费: Platform earns transaction fees from paid psychological counseling sessions between users and platform counselors. Counselors pay platform service rates of 18-23% depending on monthly session volume.
2. 心理咨询课程销售: Sale of self-study and instructor-led online courses for psychology students and professionals. Courses range from ¥39.9 to ¥2,120. Platform also offers bundled course packages and group purchase discounts.
3. 企业EAP服务: B2B Employee Assistance Program services providing corporate mental health solutions, including counseling, assessments, and psychological support for enterprise employees.
4. 精神科顾问服务: 50-minute psychiatric consultations with psychiatrists from top hospitals, priced at ¥800-¥2,500 per session.
5. 心理测评产品: Sale of psychological assessment tests and tools, ranging from free to ¥299 per test.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Jiandanxinli (Simple Psychology) operates a one-stop mental health service platform that connects individual consumers with pre-screened psychological counselors, psychiatrists, and self-assessment tools via online, mobile, and physical channels. It also runs a B2B Employee Assistance Program (EAP) for enterprise/government clients, a professional counselor training arm (简单心理Uni), and a physical mental health service center (简单森林). Revenue comes from per-session counseling fees, course sales, EAP contracts, psychiatric consultations, and an AI chatbot (Freud).

Product overview

Jiandanxinli (简单心理) operates a comprehensive one-stop mental health service platform consisting of a multi-sided marketplace connecting clients with psychological professionals, a professional education and training arm (简单心理Uni), a physical mental health center (简单森林), and enterprise wellness services (EAP). The core platform offers individual consumer-facing services including psychological counseling matching, AI-powered counseling assistant, psychiatric consultation, psychological testing, and a free hotline, alongside B2B corporate EAP offerings. The simple心理Uni platform provides structured training programs for aspiring counselors (e.g., 2-year 心理咨询师培养计划) and short-form continuing education courses. The 简单森林 physical centers provide in-person offline mental health services, differentiating from the primarily online delivery of the rest of the platform.

Differentiator

Problem solved

Functional benefit

Brands

• 简单森林 (Simple Forest): One-stop mental health service center providing offline counseling services with expert teams delivering targeted, evidence-based, comprehensive mental health services
• 简单心理Uni

Products and services

• 心理咨询 (Psychological Counseling) One-on-one psychological counseling sessions connecting individual clients with vetted counselors via video or in-person delivery. Sessions priced from ¥0 to ¥1,600+ depending on counselor experience and specialization.
• 心理课程 / 简单心理Uni (Psychology Courses) Online self-study and instructor-led psychology courses ranging from ¥39.9 to ¥2,420, plus long-form training programs. Serves 500,000+ psychology learners globally.
• AI咨询助理 Freud (AI Counseling Assistant) AI-powered chatbot named Freud providing 24/7 text-based Q&A related to psychological counseling and mental companionship for individual users.
• 简单森林 (Simple Forest Mental Health Center) Physical offline one-stop mental health service center in Beijing offering face-to-face counseling, psychological assessments, and psychiatric consultations by expert teams.
• 免费热线 (Free Hotline / Venting Hotline) Free 1-on-1 audio venting hotline staffed by professionals for immediate emotional support; over 4.6 million minutes of hotline service delivered.
• 精神科顾问 (Psychiatric Consultation) 50-minute detailed consultations with psychiatrists from top Chinese hospitals via video or in-person delivery, providing disease risk assessment and pre-diagnosis guidance. Priced ¥800-¥2,500 per session.
• 心理测试 (Psychological Testing) Online catalog of professional psychological assessment scales and tests with free and paid options (up to ¥299), covering personality, relationships, emotions, and family origins.
• 企业服务 / EAP (Corporate Employee Assistance Program) B2B Employee Assistance Program providing enterprise employees with counseling, assessments, crisis intervention, and mental health management. 100+ EAP projects delivered, covering 300万+ employees across government, tech, telecom, finance, defense, healthcare, and other sectors.
• 心理咨询师培养计划 (Counselor Training Program) Structured 2-year counselor training program under 简单心理Uni with multi-stage internship support, group supervision, on-site intensive training, and case practice. Requires ¥6,000 deposit with remaining balance on admission.
• 心理评估 (Psychological Assessment / Intake) Comprehensive intake combining 3+ standardized self-assessment scales and 9+ expert 1v1 interview dimensions, producing a customized mental health plan and standardized full-process management for adults 18+.
• 预约督导 (Supervisor Booking Platform) Online booking platform enabling counselors to search and book professional supervisors by name, city, price range, and available time slots for ongoing professional supervision.

Quantifiable outcome

• Over 1 million psychological counseling sessions completed on the platform
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

AI capability5 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Red Dot Radio (红点电台)minorGTM or Marketing PartnerMedia partnership for psychology science communication, joint events, and mental health awareness campaigns.
• Zhihu (知乎)minorGTM or Marketing PartnerContent partnership for psychology knowledge sharing and mental health awareness content distribution.
• Douban (豆瓣)minorGTM or Marketing PartnerContent and community partnership for psychology topic coverage and user engagement.
• Litchi FM (荔枝FM)minorGTM or Marketing PartnerAudio content partnership for psychological science podcasts and educational audio programming.
• Zhejiang University Psychology Department (浙江大学心理与行为科学系文化与咨询实验室)coreStrategic or Co-development PartnerAcademic research collaboration on counselor professional competency assessment tools. Joint research project to develop the 'Situational Match Rating Scale' for evaluating counselors at different career stages (trainee/intern/novice/mature).
• Peking University Counseling and Treatment Center (北京大学心理咨询与治疗中心)coreStrategic or Co-development PartnerCo-published the 2016 Mental Health Awareness and Counseling Industry Survey report. Ongoing collaboration on industry research and mental health data analysis.
• Shanghai Ruijin Hospital (上海瑞金医院)coreStrategic or Co-development PartnerCollaborated on the Chinese version validation study of the 'Florida Obsessive-Compulsive Inventory' (南佛罗里达强迫清单), developing validated OCD screening tools for Chinese clinical and research use.
• Beijing Normal University Psychology Department (北京师范大学心理学院)coreStrategic or Co-development PartnerResearch collaboration on adolescent anxiety prevention intervention programs. Academic partnership for clinical psychology research and youth mental health studies.
• South Florida University / Eric Storch Research Team (南佛罗里达大学 Eric Storch教授研究团队)coreStrategic or Co-development PartnerInternational academic research partnership on exposure therapy awareness among Chinese therapists and OCD assessment tool validation. Published in Journal of Obsessive-Compulsive and Related Disorders.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BetterHelp: Largest direct-to-consumer online therapy marketplace globally, matching users with licensed therapists for subscription-based sessions. Directly comparable business model to Jiandanxinli's consumer counseling marketplace.
• Modern Health: B2B mental health platform offering therapy, coaching, and EAP services to global employers. Comparable as a multi-product enterprise mental health solution with global provider network.
• Spring Health: Global B2B mental health benefits platform combining therapy, psychiatry, coaching, and assessments for employers. Directly comparable as an integrated enterprise mental health solution with assessment → care routing.
• Talkspace: Online therapy platform offering individual and couples therapy, psychiatry, and B2B partnerships. Closely comparable two-sided mental health marketplace model with similar counselor take-rate economics.
• 壹心理 (Yixinli): One of China's longest-running online mental health platforms, offering counseling matching, courses, and a counselor community. Directly comparable to Jiandanxinli in core therapist marketplace and education business.
• 好心情 (Haoxinqing): China-focused online mental health platform connecting users with psychiatrists and counselors, with both B2C and B2B offerings. Comparable as a multi-vertical mental health services platform with physician/counselor supply.
• Lyra Health: US-based B2B mental health benefits platform serving enterprises with EAP-like services, therapy, and coaching. Closely comparable to the EAP business line (100+ projects, 3M+ employees) that anchors Jiandanxinli's enterprise revenue.

Emerging players

• Wysa: AI-driven mental health chatbot and self-help platform with both B2C and B2B (employer, health plan) offerings. Comparable to Jiandanxinli's Freud AI assistant and the company's hybrid AI + human service model.
• KnowYourself (知我探索 / KnowYourself): China-based mental health content and self-help brand with growing service offerings. Comparable in audience and brand-led mental health engagement, though less transactionally focused than Jiandanxinli.

Broad incumbents

• Ping An Healthcare and Technology (平安好医生): China's largest integrated online healthcare platform with mental health as one of many specialties, backed by Ping An Insurance. Comparable as a scaled incumbent providing online medical/mental health consultations with insurance rails.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/jiandanxinli

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jiandanxinli (aka Simple Psychology)