Counselors Associates

What Counselors Associates does

Counselors Associates Ltd is a private psychotherapy group practice founded in 2010 by Kristin Kneedler, headquartered in Maryville, Illinois, with offices across Illinois (Breese, Maryville, Swansea, Troy North, and Troy South closing 6/26/2026) and Missouri (Creve Coeur). The practice provides outpatient mental health services to children, adolescents, adults, couples, and families, with core offerings spanning individual therapy, couples therapy, family therapy, art therapy, and play therapy, complemented by psychiatric medication management delivered by dual-certified nurse practitioners. Specialized clinical programs include trauma-focused care for first responders and healthcare professionals (a focus area of the founder), EMDR-based trauma treatment, ADHD assessments via the Conners instrument for ages 6–18, and use of the Yale-developed Ruler Method for emotional intelligence development.

The underlying technology stack is entirely third-party and HIPAA-compliant rather than proprietary: Doxy.me for secure telehealth video sessions, an unspecified electronic health record system for clinical charting, an unspecified HIPAA-secure scheduling platform, and Square for online payment processing via a dedicated payment link. A differentiated service offering is Text Health Support, a $25/week subscription add-on that allows existing clients to text their counselor between scheduled appointments with a 24-hour business-day response window.

The business model is a hybrid of fee-for-service therapy billed primarily through commercial insurance (Aetna, Blue Cross Blue Shield PPO, Cigna, Tricare West Prime/Select PPO, and Optum/UHC) plus private-pay out-of-pocket payments, with per-session billing for therapy and psychiatric medication management and a weekly subscription tier for Text Health Support. Customer acquisition is direct-to-consumer through the company website, phone/email outreach, and community referrals, supported by a Community Outreach & Marketing Manager. The practice is founder/management-owned with no disclosed institutional investors, parent company, or external funding.

Name

Counselors Associates

Legal name

Counselors Associates Ltd

Website

https://counselorsassociates.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Counselors Associates Ltd is a private psychotherapy group practice founded in 2010, operating six offices across Illinois and Missouri to deliver individual, couples, family, art, and play therapy plus psychiatric medication management to children, adolescents, adults, and families.

Ownership category

akta.pro rank

Product category

Mental Health Counseling Services

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330), Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Health Services (8000)

akta.pro industry

PRIMARYHLAFABAC

Outpatient Mental Health & Counseling Clinics

Healthcare & Life Sciences/Healthcare Providers & Systems/Ambulatory & Outpatient Care Centers

SECONDARYHLAFACAA

Outpatient Mental Health Clinics & Counseling Centers

Healthcare & Life Sciences/Healthcare Providers & Systems/Behavioral Health & Substance Use Treatment

Keywords

• Mental health counseling
• Psychotherapy services
• Psychiatric medication management
• Couples and family therapy
• Telehealth therapy

Headquarters

HQ city

Maryville

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Traditional Therapy Sessions: Individual, couples, family, and group therapy sessions billed to insurance or private pay. Sessions are typically 53-60 minutes. Revenue is generated through insurance reimbursements and out-of-pocket payments from clients.
2. Psychiatric Medication Management: Initial psychiatric sessions are 60+ minutes, with follow-up sessions typically 30 minutes. Billed to insurance or private pay.
3. Text Health Support: Weekly subscription service at $25/week for existing clients to text their counselor between appointments. Charged to credit card on file each Friday.
4. Conners Assessment: ADHD assessment for children and adolescents ages 6-18. Not billable to insurance; private pay pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Counselors Associates Ltd is a private psychotherapy group practice providing individual, couples, family, art, and play therapy along with psychiatric medication management to children, adolescents, adults, couples, and families across multiple Illinois and Missouri office locations. Services are delivered in person, via telehealth on Doxy.me, and through a weekly text-based Text Health Support subscription, with revenue generated through insurance billing, private pay, and recurring subscriptions.

Product overview

Counselors Associates Ltd is a large-scale private psychotherapy group practice founded in 2010, offering mental health services through a multi-service architecture. The core service portfolio includes five main therapy offerings: Individual Therapy, Couples Therapy, Family Therapy, Art Therapy, and Play Therapy. These are complemented by Psychiatric Medication Management provided by dual-certified nurse practitioners. Service delivery extends through Telehealth video sessions via Doxy.me, with an add-on Text Health Support module enabling between-appointment client communication. The practice also offers specialized ADHD assessments (Conners Assessment) for children and adolescents. Services are provided to children, adolescents, and adults across multiple Illinois and Missouri office locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Therapy One-on-one psychotherapy sessions for individual clients using techniques including Cognitive Behavioral Therapy (CBT), art therapy, and play therapy to address personal concerns and promote behavioral change. Offered to children, adolescents, and adults across Illinois and Missouri offices and via telehealth.
• Couples Therapy Psychotherapy designed to treat relationship distress for couples, focusing on identifying dissatisfaction and restoring healthier relationship functioning.
• Family Therapy Psychotherapy working with families and couples in intimate relationships to nurture change and development, emphasizing family relationships as an important factor in psychological health.
• Art Therapy Creative therapeutic technique using the art-making process for emotional expression and therapeutic healing, drawing on Person-Centered, Cognitive, Behavior, Gestalt, and Narrative therapy approaches.
• Play Therapy Therapeutic approach used with children aged 3 through 11, allowing them to express experiences and feelings through natural, self-guided, self-healing play processes.
• Psychiatric Medication Management Psychiatric medication evaluation and management services provided by prescribing nurse practitioners (CPNP-PC, PMHNP-BC, FNP-C) who work closely with therapists to coordinate comprehensive mental health treatment. Initial sessions are typically 60+ minutes and follow-ups are typically 30 minutes.
• Telehealth Services Secure video therapy sessions delivered via the Doxy.me telemedicine platform, enabling remote client consultations with HIPAA-compliant technology as an alternative to in-person office visits.
• Text Health Support Text-based support service for current clients allowing text communication with counselors between scheduled appointments, with counselors responding within a 24-hour business day window. Available as a weekly subscription at $25/week, not covered by insurance.
• Conners Assessment Comprehensive assessment for Attention-Deficit/Hyperactivity Disorder (ADHD) and comorbid problems in children and adolescents ages 6 to 18. Not billable to insurance; private pay pricing available by contacting the office.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Grow Therapy: Multi-state mental health group practice platform supporting independent therapists with insurance billing, scheduling, and telehealth tooling. Competes for the same regional therapist talent and patient base as Counselors Associates.
• Thriveworks: National psychotherapy and psychiatry group practice offering in-person and telehealth counseling, medication management, and couples therapy. Closely matches Counselors Associates' therapy-plus-psychiatry, multi-site, insurance-based model.
• Talkspace: Online therapy and psychiatry platform offering individual, couples, and teen therapy via subscription. Competes with Counselors Associates for the same adult and adolescent therapy customers, primarily via telehealth.
• Refresh Mental Health: Multi-state outpatient mental health group practice platform offering therapy, psychiatry, and telehealth under regional brands. Directly comparable regional roll-up model in adjacent Midwest/South geographies.
• Ellie Mental Health: Multi-state outpatient mental health franchise/group practice delivering therapy, psychiatry, and telehealth across the Midwest and beyond. Comparable community-based, multi-modality outpatient mental health model.
• LifeStance Health: Largest publicly traded outpatient mental health group practice in the U.S., operating multi-specialty therapy and psychiatry clinics across dozens of states. Comparable multi-site, multi-modality therapy-plus-medication-management model targeting similar patients.

Broad incumbents

• BetterHelp: Largest consumer online therapy marketplace, part of Teladoc Health. Competes on convenience and price for the same outpatient therapy demand, particularly via telehealth in IL/MO.

Emerging players

• Charlie Health: Virtual and hybrid intensive outpatient mental health provider focused on adolescents and young adults. Competes with Counselors Associates' child/adolescent therapy (play, art, Conners) specialty segment.
• Mantra Health: Telehealth mental health provider delivering therapy and psychiatry to college students and young adults. Overlaps with Counselors Associates' young-adult and child/adolescent outpatient therapy segments.
• Brightside Health: Telehealth mental health platform combining therapy and medication management with a focus on depression and anxiety. Overlaps with Counselors Associates' therapy + psychiatry offering via a digital-first delivery model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/counselorsassoc
• Facebookfacebook.com/CounselorsAssociatesLtd
• LinkedInlinkedin.com/company/counselors-associates-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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 Counselors Associates