Art of Counseling

What Art of Counseling does

Art of Counseling, PLLC is a privately held psychotherapy group practice headquartered in St. Paul, Minnesota, operating from a single physical office in the Lowertown/Northwestern Building while delivering telemental health services statewide via Zoom and the Spruce Health app. Founded and owned by Heather Matson (LMFT, ATR-BC, PATP), the practice employs approximately 27 licensed therapists, interns, and prescribers (LMFT, LPCC, APRN, MD, PsyD credentials) plus two administrative staff, serving individuals, couples, families, and groups across children, adolescents, and adults.

The clinical offering is organized around art therapy as a core modality, integrated with evidence-based approaches including Dialectical Behavior Therapy (4-stage, 12-18 months, with skills groups three days weekly and between-session phone coaching), EMDR for trauma, the Anchored Relational Model for complex trauma, and a Ketamine-Assisted Psychotherapy program launched in February 2024 in partnership with the Institute for Integrative Therapies. Additional structured offerings include the AIR Network Skills Group (15-week trauma psychoeducation) and the Psychedelic Integration Circle (8-week, $560 cohort). The practice holds specialty credentials including board-certified art therapists (ATR-BC), Art Therapy Clinical Supervisors, and Certified Psychedelic Assisted Therapists (PAT-C).

Revenue is generated through insurance-billed therapy services (in-network with 13+ Minnesota insurers including BCBS, UCare, Medica, Medicaid of MN, Medicare, Aetna, Cigna, and United Healthcare), private-pay specialty services (KAP sessions priced $200-$750 with multi-session bundles), a contracted school-based art therapy program with Saint Paul Public Schools, and a professional training pipeline via practicum partnerships with Adler Graduate School and Northwestern University. Marketing is community-led, relying on referrals, blog content, and active social media presence on Facebook, Instagram, and Threads. The firm is HIPAA-compliant, bootstrapped, with no disclosed investors, funding rounds, acquisitions, or material leadership turnover.

Name

Art of Counseling

Legal name

Art of Counseling, PLLC

Website

https://artofcounselingstpaul.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Art of Counseling, PLLC is a privately held, Saint Paul-based psychotherapy group practice of roughly 27 clinicians delivering art therapy integrated with DBT, EMDR, trauma-informed care, and Ketamine-Assisted Psychotherapy to individuals, families, and schools across Minnesota via in-person and telehealth.

Ownership category

akta.pro rank

Product category

Mental Health Services

NAICS

Other Individual and Family Services (624190), Educational Support Services (61171)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Behavioral & Social-Emotional Support (ABA, PBIS, Counseling) (EDAJAKAE)

akta.pro secondary industries

School Counseling Services (Individual & Group) (EDAKAMAB), Mindfulness-Based Coaching & Training (MBSR/MBCT-style) (HSADAJAB)

Keywords

• Art therapy services
• Psychotherapy group practice
• Trauma-informed counseling
• Ketamine-assisted psychotherapy
• Telemental health therapy

Headquarters

HQ city

Saint Paul

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance-Billed Therapy Services: Standard therapy services (individual, couples, group, family) are billed to insurance. The practice is in-network with Blue Cross Blue Shield, UCare, Hennepin Health Plan, Medica, Medicaid of MN, Medicare, South Country Health Alliance, Aetna, Health Partners, Cigna, PrimeWest, TriWest, and United Healthcare. Note: UnitedHealth Group and Medicare only allow billing for fully licensed providers.
2. Private-Pay / Out-of-Pocket Services: Ketamine-Assisted Psychotherapy (KAP) sessions and specialty services are offered on a private-pay basis. KAP services include assessment ($250), medical intake ($250), preparation session ($200), KAP IM session ($750), integration session ($200). Group KAP sessions are $500/person. Bundles available at $725/KAP (2-session) or $700/KAP (3-session). Sliding-scale fees available.
3. Psychedelic Integration Circle: 8-week group program at $560 per participant, utilizing art therapy as a modality for processing psychedelic experiences and integrating insights. Meets weekly for 90 minutes.
4. Professional Training & Supervision: The practice offers internship opportunities for marriage, family, and art therapy students (August enrollment, minimum 1-year commitment at 20 hours/week). Internship application deadline is February 1st.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Art of Counseling, PLLC is a psychotherapy group practice that provides a holistic blend of art therapy, relational therapy, and trauma-informed therapy for individuals, couples, families, and groups. The practice delivers evidence-based clinical modalities including Art Therapy, Dialectical Behavior Therapy (DBT), EMDR, Trauma-Informed Approach, and Psychedelic-Assisted Therapy (Ketamine-Assisted Psychotherapy), available both in-person at its St. Paul Lowertown office and via statewide telemental health in Minnesota.

Product overview

Art of Counseling is a psychotherapy group practice offering a holistic blend of therapeutic services centered around art therapy as the core modality. The practice provides multiple interconnected services including Art Therapy, Dialectical Behavior Therapy (DBT), EMDR, Trauma-Informed Approach, Telemental Health, Psychedelic-Assisted Therapy (including Ketamine-Assisted Psychotherapy), School Art Therapy, and the Adaptive Internal Relational Network Skills Group. Services are available for individuals, couples, families, and groups across various age groups, with both in-person sessions at their St. Paul Lowertown office and statewide telehealth options in Minnesota.

Differentiator

Problem solved

Functional benefit

Products and services

• Art Therapy Psychotherapy integrating creative processes (drawing, painting, sculpture, multimedia) with therapeutic techniques to improve mental health and well-being through artistic self-expression, for individuals, couples, families, and groups.
• Dialectical Behavior Therapy (DBT) Comprehensive behavioral intervention treating severe mental disorders through skills training groups (Distress Tolerance, Interpersonal Effectiveness, Emotion Regulation, Mindfulness), individual therapy, between-session phone coaching, and therapist consultation team.
• EMDR (Eye Movement Desensitization and Reprocessing) Extensively researched psychotherapy method proven to help people recover from trauma and distressing experiences including PTSD, anxiety, depression, and panic disorders, often combined with art therapy.
• Trauma-Informed Therapy Therapeutic approach grounded in six key principles (safety, trustworthiness, peer support, collaboration, empowerment, and cultural awareness) to promote recovery from trauma, including complex trauma and dissociative states via the Anchored Relational Model.
• Psychedelic-Assisted Therapy / Ketamine-Assisted Psychotherapy (KAP) Mental health treatment incorporating off-label sub-anesthetic Ketamine with psychotherapy preparation and integration sessions for treatment-resistant depression, PTSD, OCD, alcoholism, and other psychiatric conditions; includes individual KAP and group KAP options with bundled pricing.
• Telemental Health Secure video therapy delivered via Zoom and the Spruce Health app throughout Minnesota, enabling individual, couples, and group therapy sessions remotely, including remote art therapy conducted via webcam or by sending images before sessions.
• School Art Therapy Art therapy services integrated into school settings, including school counseling, art education, special education services, and after-school programs, available to students with IEPs specifying art therapy as a related service.

Named customers1 record

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Institute for Integrative Therapies (IIT-MN)coreStrategic or Co-development Partner · 1 February 2024Art of Counseling, in partnership with the Institute for Integrative Therapies, launched a Psychedelic-Assisted Therapy program in February 2024 utilizing Ketamine as a catalyst for healing and change. The partnership enables provision of Ketamine-Assisted Psychotherapy (KAP) including preparation sessions, intramuscular ketamine administration, and integration psychotherapy, with the Institute providing medical oversight and Ketamine prescription/supply.
• Thank You LifeminorOthersThank You Life is a Psychedelic Assisted Therapy nonprofit offering scholarships to qualified individuals seeking KAP treatment with Art of Counseling. The nonprofit's 'Thank You for Life' program is designed to eliminate financial barriers to psychedelic therapy and supports broader access to mental healthcare.
• Saint Paul Public SchoolscoreStrategic or Co-development PartnerArt of Counseling holds a contract with Saint Paul Public Schools to provide school-based art therapy services. Keagan Van Eperen serves as School-based Art Therapy Coordinator/Supervisor, delivering art therapy to students within the district's educational settings.
• Northwestern University (Chicago)minorOthersArt of Counseling serves as a practicum site for graduate students from Northwestern University in Chicago (LPCC/RDT program) and Adler Graduate School (Master's in Clinical Mental Health Counseling and Art Therapy).
• Adler Graduate SchoolminorOthersArt of Counseling serves as a practicum site for graduate students from Adler Graduate School pursuing Master's degrees in Clinical Mental Health Counseling and Art Therapy. Multiple therapists on staff graduated from this institution.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Peers

• BetterHelp:

Direct peers

• Octave: Outpatient mental health practice group operating hybrid in-person clinics and telehealth with multiple therapeutic specialties and insurance billing. Comparable as a clinic-based therapy group expanding specialized services in competitive urban markets.
• Two Chairs: Hybrid in-person and teletherapy practice group with a defined clinical model, multi-specialty therapist teams, and employer partnerships. Comparable as a design-forward, evidence-based therapy practice competing for the same therapist talent and consumer mental health demand.
• Brightside Health: Telepsychiatry and therapy platform combining medication management with psychotherapy, including treatment-resistant depression programs. Comparable for its overlap with Art of Counseling's KAP/treatment-resistant positioning and in-network payer strategy.
• Ellie Mental Health: Multi-state outpatient mental health group practice operating through a franchise model with in-person and telehealth therapy across diverse modalities. Directly comparable as a growing therapy group practice competing for licensed clinicians and in-network payer relationships.
• Field Trip Health: Clinic-based psychedelic-assisted therapy provider offering ketamine and other psychedelic protocols with integration support. Closest direct peer to Art of Counseling's KAP program from a clinical model and patient profile standpoint.

Broad incumbents

• Talkspace: Public teletherapy and psychiatry platform with national reach, employer contracts, and broad insurance coverage. Comparable as a large-scale telehealth competitor shaping consumer expectations for online therapy access and pricing.

Emerging players

• Innerwell: Virtual ketamine-assisted psychotherapy platform pairing licensed therapists with psychiatric oversight for treatment-resistant depression and anxiety. Comparable as a hybrid KAP operator competing for the same at-home telehealth patient base.
• Charlie Health: Virtual and hybrid intensive outpatient program (IOP) provider for adolescents and young adults with moderate-to-severe mental health needs. Comparable as a higher-acuity, modality-rich virtual practice targeting treatment-resistant and complex presentations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/artofcounseling
• Instagraminstagram.com/artofcounseling
• Xx.com/ArtOfCounseling

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Art of Counseling