Living Pono Counseling

What Living Pono Counseling does

Living Pono Counseling is a private mental health counseling and alternative healing practice founded by Cindy McKnight and headquartered in Libertyville, Illinois, operating across multiple clinic locations in Illinois (Libertyville x2, Gurnee, Round Lake) and Hastings, Minnesota, with telehealth available across the practice. The company delivers traditional psychotherapy — Individual Counseling, Marriage & Family Counseling, First Responder Counseling, Group Counseling, and Parent & Family Coaching — using modalities including CBT, DBT, ACT, EMDR, Brainspotting, mindfulness-based cognitive therapy, narrative therapy, person-centered therapy, psychodynamic therapy, and solution-focused brief therapy. It differentiates by co-locating alternative healing services (Sunlighten infrared sauna, Magna Wave PEMF therapy, and Biosound Bed) and by specializing in first-responder mental health via Certified First Responder Counselor-credentialed staff, on-site agency debriefing, and a partnership with the Frontline Care Center in Round Lake, IL.

The underlying technology stack is modest: a Squarespace-hosted website, the third-party TherapyPortal SaaS for client intake, telehealth, appointments, and paperwork, Google Analytics for traffic tracking, and HIPAA-compliant data handling (encrypted databases, HTTPS/SSL, multi-layer security). No AI/ML, proprietary clinical platform, or data flywheel is evidenced. The technology differentiation is operational and clinical rather than software — it is the integration of specialty equipment and credentialed practitioners under a single brand that creates the offering.

The business model is overwhelmingly service-based. Core revenue is per-session psychotherapy priced at $225 per 45–55 minute visit, with insurance billing (Aetna, BCBS, Cigna, Humana, TriCare, multiple Medicaid plans) handled via a third-party billing company. Secondary revenue comes from alternative healing sessions (PEMF at $30, Biosound Bed at $75, infrared sauna packages at $120–$300) and a small merchandise line (bracelets, joggers, candles). GTM is sales-led via consultation calls that match clients to counselors, supported by website SEO, an email newsletter, social media, first-responder community outreach, and testimonials. The customer base is a long tail of individual therapy clients, with the first-responder segment (police, EMT/paramedics, firefighters, dispatch, veterans, hospital staff) as the explicitly primary vertical.

Name

Living Pono Counseling

Legal name

Living Pono Counseling

Website

https://livingponocounseling.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Mundelein

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Therapy Sessions: Traditional counseling services including individual, marriage/family, and first responder counseling billed per session at $225 per 45-55 minute session.
2. Alternative Healing Sessions: PEMF therapy at $30 per session, Biosound Bed at $75 per hour (or insurance-submitted), and infrared sauna packages ranging from $120 for 5 sessions to $300 monthly unlimited.
3. Insurance Billing: Staff assists clients by having billing company file claims to insurance companies on behalf of clients. Accepts multiple insurance providers in Illinois and Minnesota.
4. Merchandise Sales: Sale of branded merchandise including beaded bracelets ($30), leather bracelets, cotton joggers ($40), and candles ranging from $10-$25.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Living Pono Counseling is a private mental health counseling practice that delivers fee-for-service psychotherapy (individual, marriage/family, group, first responder, and parent/family coaching) combined with alternative healing modalities including EMDR, Brainspotting, PEMF therapy, Sunlighten infrared sauna, and Biosound Bed therapy. Services are delivered in person at clinics in Libertyville and Gurnee, Illinois and Hastings, Minnesota, and via telehealth, with insurance billing support across multiple Illinois and Minnesota payors.

Product overview

Living Pono Counseling is a mental health counseling and alternative healing practice offering a multi-service portfolio centered around individual, couples, family, and first responder therapy. The core service offering consists of counseling and therapy modalities including Individual Counseling, Marriage & Family Counseling, First Responder Counseling, EMDR Therapy, Brainspotting Therapy, Group Counseling, and Parent & Family Coaching (The Harmony Coach). The practice also differentiates itself through alternative healing services: PEMF (Pulsed Electromagnetic Field) Therapy, an Infrared Sauna (Sunlighten brand), and a Biosound Bed. Services are delivered in-person at three physical locations (Libertyville, Gurnee in Illinois, and Hastings in Minnesota) as well as via Telehealth. The company also operates a small retail merchandise shop. Therapeutic approaches used across the practice include CBT, DBT, ACT, EMDR, mindfulness-based cognitive therapy, narrative therapy, person-centered therapy, psychodynamic therapy, solution-focused brief therapy, Gottman- and Imago-informed couples therapy, and trauma-informed modalities.

Differentiator

Problem solved

Functional benefit

Brands

• The Harmony Coach: A parent and family coaching service operated by Living Pono Counseling, led by Laura Lunardi, designed to help nourish the bond between parents and their children.

Products and services

• Individual Counseling One-on-one 45-minute outpatient psychotherapy sessions for adults, young adults, and teens, drawing on multiple counseling theories (CBT, DBT, ACT, mindfulness, narrative, person-centered, psychodynamic, solution-focused, EMDR, Brainspotting) to build a personalized treatment plan. Scheduled weekly or as needed.
• Marriage & Family Counseling 45-minute marriage, couples, and family counseling sessions using Gottman- and Imago-informed couples therapy approaches to address marital distress, conflict, communication problems, divorce/separation, blended families, and adolescent issues including drug abuse and depression. Available at all clinic locations.
• First Responder Counseling Specialized 55-minute counseling sessions for police, EMT/paramedics, firefighters, dispatch, active service, veterans, retirees, hospital staff, and mental health clinicians and their families. Offered in short-term, long-term, and on-site debriefing formats, with Certified First Responder Counselors (CFRCs) on staff. Available at all locations and via telehealth.
• EMDR Therapy Eye Movement Desensitization and Reprocessing psychotherapy that alleviates distress associated with traumatic memories by changing the emotions, thoughts, or behaviors that result from a distressing experience. Available at both Libertyville locations (1850 W Winchester Rd and 740 Florsheim Drive).
• Brainspotting Therapy Trauma-processing therapy that accesses the brain and body's natural ability to heal through focused attention on specific eye positions, helping clients process unresolved trauma, stress, and emotional experiences contributing to current challenges.
• Group Counseling Group therapy sessions that connect clients in the community who share similar challenges, relationship dynamics, or life phases, providing peer support alongside clinical facilitation.
• Parent & Family Coaching (The Harmony Coach) Coaching sessions led by Laura Lunardi (The Harmony Coach) designed to nourish the bond between parents and their children, teaching families how to nurture that connection through adolescents into adulthood. Operated as a Living Pono sub-brand.
• PEMF Therapy Pulsed Electromagnetic Field Therapy using a copper coil to generate a pulsing magnetic field that supports the body's natural wellness, treating pain, reducing inflammation, and improving joint movement and stability. Sessions conducted by dedicated therapist Ashley Hill at the Winchester Rd. location. Priced at $30 per session.
• Infrared Sauna 30-minute Sunlighten infrared sauna sessions using healing light energy at lower, safer temperatures than traditional saunas to deliver detoxification, cardiovascular health, and muscle recovery benefits. Sold as packages: 5 sessions for $120, 8 sessions for $200, or monthly unlimited for $300.
• Biosound Bed Therapy 60-minute sessions on a therapeutic bed using low-frequency sound vibrations, guided imagery, and binaural beats to promote physical relaxation and emotional release at physical and neurological levels. Available at the Winchester Rd. Libertyville location; $75 per hour if not covered by insurance, with charges otherwise submitted to insurance.
• Telehealth Services Virtual counseling appointments delivered remotely via the TherapyPortal secure client portal, providing access to therapy services for clients who cannot or prefer not to attend in-person sessions. Availability is dependent on the specific counselor.
• Living Pono Merchandise Shop On-site retail merchandise shop selling branded jewelry (beaded bracelets $30, leather bracelets), clothing (grey cotton joggers $40 in XS-XL), and candles ($10-$25) at local Living Pono locations.

Quantifiable outcome

• Treatment for PTSD, trauma, anxiety, depression through EMDR and Brainspotting therapy with reported symptom reduction and relief
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

One partnership is on record.

• Frontline Care CentercoreStrategic or Co-development PartnerPartnership with Frontline Care Center in Round Lake, IL offering confidential mental health and substance use treatment, crisis intervention, specialized clinical care, wellness services including yoga, meditation, nutrition, and holistic wellness for first responders, veterans, active duty, reserve, and their families. Located in Lake County to serve those who serve communities and country.

Scale indicators2 records

Recent moves1 record

Expansion highlights3 records

Direct peers

• Sondermind: Sondermind is a therapist network that matches clients to in-person and telehealth counselors across multiple U.S. states. Like Living Pono, it operates a sales-led, insurance-billing model with a mix of clinical specialties and a focus on credentialed providers.
• Two Chairs: Two Chairs operates brick-and-mortar therapy clinics with licensed clinicians serving individuals and couples across multiple U.S. metros. Its multi-location in-person model, insurance acceptance, and emphasis on matching clients to specialized therapists directly mirror Living Pono's clinical delivery approach.
• Grow Therapy: Grow Therapy is a therapist marketplace that connects clients with licensed counselors in-person and via telehealth and handles insurance billing. It is comparable as a multi-state outpatient mental health services platform competing for the same client and clinician pool.

Emerging players

• Charlie Health: Charlie Health provides intensive outpatient and virtual mental health treatment programs for adolescents and young adults. It overlaps with Living Pono's therapy and trauma focus but targets higher-acuity, program-based care rather than weekly outpatient counseling.

Broad incumbents

• BetterHelp: BetterHelp is the largest direct-to-consumer online therapy platform offering licensed counselor matching via subscription. It competes with Living Pono for individual and young adult therapy clients, particularly via telehealth, but at materially lower price points.
• Talkspace: Talkspace is a publicly traded online therapy and psychiatry platform serving consumers and enterprise clients. Its scale, insurance relationships, and B2B channel overlap with Living Pono's individual therapy and insurance-billing capabilities, though Talkspace is telehealth-only.
• Lyra Health: Lyra Health is a mental health benefits platform that provides therapy and coaching to employees of enterprise customers. It competes with Living Pono's first responder and family counseling offerings at the employer/agency contracting layer and represents a scaled B2B alternative.
• Spring Health: Spring Health is a global mental health benefits provider offering therapy, coaching, and psychiatry through employer contracts. Comparable to Living Pono on the therapy and insurance-billing axes, but delivers primarily through an enterprise-sponsored, telehealth-first model.
• Cerebral: Cerebral is a telehealth mental health platform offering therapy and medication management for anxiety, depression, and ADHD. It competes for Living Pono's individual therapy clients, especially young adults, via subscription-based online delivery.

Others

• Frontline Care Center: Frontline Care Center is a strategic partner of Living Pono that operates a dedicated first responder wellness facility in Round Lake, IL. It is not a direct competitor but is closely comparable in target population (first responders, veterans, families) and in the on-site debriefing and crisis intervention services Living Pono also delivers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Living-Pono-Counseling-184199302148745
• LinkedInlinkedin.com/company/living-pono-counseling

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Living Pono Counseling