ChoosingTherapy.com

What ChoosingTherapy.com does

ChoosingTherapy.com, operated by Choosing Therapy, Inc., is an online mental health information publication founded in 2019 and headquartered in Minneapolis. The company publishes evidence-based articles, condition guides, medication explainers, self-assessment quizzes, and downloadable therapy worksheets covering anxiety, ADHD, depression, grief, OCD, PTSD, personality disorders, and related topics. All content is written and medically reviewed by a network of 250 licensed therapists, board-certified doctors, pharmacists, and other mental health professionals, and is delivered through a web-based content management platform with no mobile app, API, or public SDK.

The product surface extends beyond articles to include a free therapist directory (directory.choosingtherapy.com) where users can search for local and online providers, curated reviews and comparison guides for online therapy, online psychiatry, and mental health apps, plus dedicated resource hubs organized by condition and treatment modality. Distribution is organic and content-led: SEO drives 36M+ annual readers and 3M+ monthly readers, supported by an active presence across Facebook, Instagram, Twitter/X, LinkedIn, Pinterest, TikTok, and YouTube, and a 37,000-subscriber newsletter.

The business model is consumer-facing and affiliate-driven. All content, quizzes, worksheets, and directory access are free to end users. Revenue is generated through affiliate commissions when readers click through to recommended online therapy platforms, online psychiatry services, and mental health apps, supplemented by lead-generation value captured through the therapist directory. The company has raised approximately $7M across two disclosed rounds ($2M in May 2020 from American Family Ventures and Portage Ventures, and $5M in April 2021 from undisclosed investors), and operates with 11-50 employees under founder and CEO Ian Atkins. Geographic focus is the United States, with no claimed global footprint.

Name

ChoosingTherapy.com

Legal name

Choosing Therapy, Inc.

Website

https://choosingtherapy.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

ChoosingTherapy.com is a Minneapolis-based online mental health publication serving US consumers with evidence-based articles, quizzes, worksheets, and a free therapist directory, all written and medically reviewed by 250 licensed clinicians and monetized through affiliate referrals to therapy providers.

Ownership category

akta.pro rank

Product category

Online Mental Health Information & Digital Health Publishing

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330)

SIC

Services-Health Services (8000)

akta.pro primary industry

General Mental Health Therapy Platforms (Talk Therapy) (HLALAEAA)

Keywords

• Mental health content
• Online therapy reviews
• Therapist directory
• Digital health publishing
• Affiliate mental health

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate/Referral Revenue: The platform reviews and recommends online therapy providers, online psychiatry services, and mental health apps. Revenue is generated through affiliate commissions when users click through to sign up for recommended services. The platform tests and analyzes products/services and receives compensation from partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

ChoosingTherapy.com is a free online mental health information publication that delivers evidence-based articles, condition guides, self-assessment quizzes, therapy worksheets, medication information, and expert reviews of online therapy, psychiatry, and mental health app providers. The platform is supported by a free therapist directory that connects readers to local and online providers, and it monetizes primarily through affiliate commissions from reviewed service providers.

Product overview

ChoosingTherapy.com is a unified online mental health information platform that provides evidence-based content across multiple channels. The core offering includes a comprehensive publication with articles written and medically reviewed by licensed professionals, supported by a free therapist directory (directory.choosingtherapy.com), mental health self-assessment quizzes, downloadable therapy worksheets, curated reviews of online therapy and psychiatry services, and detailed medication information. The platform organizes content around mental health conditions including Anxiety, ADHD, Depression, Grief, Narcissism, OCD, Personality Disorders, and more, serving readers seeking mental health education and provider connections.

Differentiator

Problem solved

Functional benefit

Products and services

• Mental Health Information Platform

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Others

• Talkspace: Talkspace is a publicly listed online therapy and psychiatry platform and a likely affiliate partner. As a therapy provider, it is an ecosystem participant rather than direct competitor to ChoosingTherapy.com's content layer.
• BetterHelp: BetterHelp is a leading online therapy platform that is itself a key affiliate partner of ChoosingTherapy.com. It is not a competitor but an ecosystem participant whose commission terms materially impact ChoosingTherapy.com's revenue.

Emerging players

• Mindbodygreen: Mindbodygreen is a wellness content publisher covering mental health, relationships, and self-improvement. It competes for overlapping consumer mindshare and affiliate-driven wellness commerce.
• TherapyTribe: TherapyTribe is a smaller mental health community and resource site covering therapy and conditions. It competes for the same informational niche but at significantly smaller scale than ChoosingTherapy.com.
• Mind Diagnostics: Mind Diagnostics operates free mental health screening quizzes and information. It overlaps with ChoosingTherapy.com's self-assessment quiz product and informational positioning.

Direct peers

• PsychCentral: PsychCentral is a long-established mental health information publication covering conditions, therapy types, and medication. It directly mirrors ChoosingTherapy.com's editorial model of expert-reviewed mental health content for consumers.
• Verywell Mind: Verywell Mind publishes medically reviewed mental health, psychology, and wellness content and is owned by Dotdash Meredith. It competes head-on for SEO traffic on mental health queries and uses a similar expert-reviewed publishing approach.
• Psychology Today: Psychology Today combines editorial mental health content with the most recognized therapist directory in the US. It is the most direct functional overlap to ChoosingTherapy.com's combination of content plus directory plus provider referrals.

Broad incumbents

• Healthline Mental Health: Healthline is a top-3 health publisher covering mental health as a vertical within broader health content. It competes for the same SEO-driven mental health queries with significantly greater capital, distribution, and brand authority.
• WebMD: WebMD is a general health content giant with a mental health section. It is a broad incumbent that competes for mental health informational queries but does not focus on therapy provider referrals as a core monetization lever.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ChooseTherapy
• YouTubeyoutube.com/channel/UCHEpPGGSL8WewHMUVuQekpA
• Facebookfacebook.com/ChoosingTherapy
• LinkedInlinkedin.com/company/choosing-therapy
• Instagraminstagram.com/choosingtherapy
• Pinterestpinterest.com/Choosing_Therapy
• TikToktiktok.com/@choosingtherapy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 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 ChoosingTherapy.com