The Feeling Good Institute

What The Feeling Good Institute does

The Feeling Good Institute is a private, Mountain View-headquartered therapy and clinician-training organization built around TEAM-CBT, a proprietary cognitive behavioral therapy framework developed by Dr. David Burns at Stanford University. It serves two primary customer segments: individuals seeking therapy (adults, couples, children/adolescents) for anxiety, depression, stress, relationship difficulties, and unwanted habits, and licensed mental health professionals seeking TEAM-CBT certification and continuing education. Patient-facing services are delivered online via HIPAA-compliant video (available across 34+ US states and Canada) and in person at treatment centers in Mountain View CA, New York NY, Terrace BC, and Herzliya Israel, with accelerated intensive therapy programs (10–20 hours over 2–14 days) priced at $2,400–$8,000 as a higher-ticket offering.

The underlying technology is the TEAM-CBT methodology, which integrates empathy techniques, motivational methods, outcome tracking (via the Brief Mood Survey / Daily Mood Log), and 100+ therapeutic techniques, supported by a Deliberate Practice System for clinician skill development. The institute operates a tiered clinician certification framework (Levels 1–5) and maintains a network of 3,200+ certified TEAM-CBT therapists and 10,000+ therapists trained. It holds continuing education approvals from the APA, NBCC, ASWB, NAADAC, and the New York State Boards for Psychology and Social Work.

The business model combines direct patient payments for therapy sessions with clinician-side recurring and one-time revenue. Patient revenue streams include session fees (starting at $95/hour), intensive therapy packages, and reduced-rate sessions with supervised interns. Clinician revenue streams include the CBT All Access subscription ($115/month), the Fast Track to Level 3 Certification program ($895 one-time), à la carte CE courses, specialty consultation groups, and enterprise Team Training services. The institute collaborates with Stanford's Department of Psychiatry and Behavioral Sciences on research, and supports the separate Feeling Good Foundation, a nonprofit providing pro bono therapy to underserved populations.

Name

The Feeling Good Institute

Legal name

Feeling Good Institute Inc.

Website

https://feelinggoodinstitute.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

The Feeling Good Institute operates a therapy and clinician-training business built on the TEAM-CBT framework developed at Stanford. It delivers online and in-person therapy to individuals and couples across 34+ US states, Canada, and Israel, while certifying over 3,200 therapists globally through subscriptions and training programs.

Ownership category

akta.pro rank

Product category

Mental Health Therapy 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 primary industry

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

akta.pro secondary industry

Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA)

Keywords

• Evidence-based therapy services
• Cognitive behavioral therapy
• TEAM-CBT certification
• Therapist training programs
• Intensive psychotherapy

Headquarters

HQ city

Mountain View

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Therapy Session Fees: Direct client payments for therapy sessions. Fees vary by therapist certification level, starting at $95/hour for emerging talent and increasing for top-tier experts.
2. CBT All Access Subscription: Monthly subscription ($115/month) providing access to TEAM-CBT certification, CE library, live practice groups, special events, and community. Cancel anytime model.
3. Fast Track Certification Course: One-time payment of $895 or subscription model ($115/month) for 6-month intensive certification program including 25 weekly live practice sessions, 16 hours on-demand study, Therapist Toolkit, and Level 1-3 certification.
4. Intensive Therapy Programs: Extended therapy programs ranging from $2,400-$8,000 depending on clinician and hours scheduled. Video-based intensives average $2,400-$4,500 for 12-18 hours; in-person CA/NY markets range $3,000-$8,000.
5. Lower Fee Therapy: Reduced-rate sessions with therapists in training under supervision, providing accessible therapy options while training new clinicians.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Feeling Good Institute delivers evidence-based TEAM-CBT psychotherapy to consumers (online, in-person, and intensive formats) and provides TEAM-CBT training, certification, and continuing education programs to licensed mental health professionals. Its proprietary TEAM-CBT method, developed by Dr. David Burns at Stanford, integrates empathy, outcome tracking, and 100+ therapeutic techniques into a structured treatment approach delivered by a network of 3,200+ certified therapists.

Product overview

The Feeling Good Institute is a therapy and training organization offering evidence-based mental health services and professional development programs. The core offering is TEAM-CBT (Testing, Empathy, Assessment, Methods) therapy—a proprietary framework developed by Dr. David Burns at Stanford—for treating depression, anxiety, relationship problems, and unwanted habits. Client-facing services include Online Therapy via HIPAA-compliant video conferencing, Intensive Therapy (accelerated one-on-one treatment), In-Person Therapy at four locations (Mountain View CA, New York NY, Terrace BC, Herzliya Israel), Individual Therapy, Couples Therapy, and Child Therapy. A tiered pricing structure offers Lower Fee Therapy through supervised interns. For clinicians, the company offers CBT All Access (monthly subscription), Fast Track to Level 3 Certification (six-month training), Core Skills courses, and specialty Consultation Groups. The Feeling Good Foundation provides pro bono services to underserved populations. Online therapy is available in over 25 US states and throughout Canada, with 3,200 certified TEAM-CBT therapists affiliated globally.

Differentiator

Problem solved

Functional benefit

Brands

• CBT All Access: Subscription program offering TEAM-CBT learning, training, and continuing education for clinicians at $115/month
• Fast Track to Level 3 TEAM-CBT Certification
• Intensive Therapy Program

Products and services

• Online Therapy (Teletherapy) HTTPS-compliant encrypted video-based TEAM-CBT therapy sessions delivered to adults, couples, and adolescents across multiple US states and Canada via the ClientSecure client portal.
• In-Person Therapy Face-to-face TEAM-CBT therapy sessions at Feeling Good Institute treatment centers in Mountain View CA, New York NY, Terrace BC Canada, and Herzliya Israel.
• Intensive Therapy Program Accelerated one-on-one TEAM-CBT therapy with longer and more frequent sessions (10-20 hours over 2-14 days) delivered via video or in-person for rapid symptom relief in depression, anxiety, and relationship issues.
• Individual Therapy One-on-one TEAM-CBT therapy for adults (age 18+) addressing depression, anxiety, stress, relationship problems, grief, and unwanted habits.
• Couples Therapy Evidence-based therapy for couples using TEAM-CBT and Emotionally Focused Therapy to address communication breakdown, intimacy issues, and relationship conflicts.
• Child Therapy Specialized TEAM-CBT therapy for children under age 12, adapted for anxiety, behavioral issues, social challenges, and emotional difficulties.
• Lower Fee Therapy Reduced-cost TEAM-CBT therapy sessions with supervised mental health interns and associates who have completed masters degrees, overseen by certified clinicians.
• CBT All Access Monthly subscription ($115/month, cancel anytime) for clinicians providing TEAM-CBT certification, 60+ hour CE library, live practice groups, consultation groups, special events, and community access.
• Fast Track to Level 3 TEAM-CBT Certification Six-month hybrid training program (16 hours asynchronous + 25 weekly live sessions) leading to Level 3 TEAM-CBT certification, including Therapist Toolkit, CE credits, and AI-guided deliberate practice sessions.
• Core Skills for Effective Therapy Video-based on-demand course teaching essential TEAM-CBT therapy techniques developed by Dr. David Burns, providing 11 CE hours and 12 certification units.
• Consultation Groups Ongoing monthly training and consultation groups for therapists, including specialty tracks such as anxiety treatment, led by Level 4 and 5 TEAM-CBT trainers.
• How to Use Exposure Consultation Group Monthly consultation group focused on assessment, treatment planning, and implementing effective exposures for therapists working with anxiety disorders.
• Team Training Services Customized CBT skills training programs for organizations (mental health organizations, schools, medical offices) focused on essential life and therapeutic skills for greater happiness and effectiveness.

Quantifiable outcome

• 8x more effective than other treatment approaches
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Stanford Department of Psychiatry and Behavioral SciencescoreStrategic or Co-development PartnerFeeling Good Institute collaborates with Stanford Department of Psychiatry and Behavioral Sciences on research. Co-teaches CBT with Dr. David Burns at Stanford University School of Medicine. Jointly designing studies on effectiveness of TEAM-CBT therapists by collecting and analyzing de-identified process and outcome data.
• Feeling Good FoundationcoreOthersFeeling Good Institute proudly supports the Feeling Good Foundation in its mission to increase accessibility to effective therapy. During COVID-19 pandemic, the foundation operated an online clinic providing free psychological support to healthcare workers and first responders. Foundation also provides free training and workshops to therapists working with underserved populations.
• Dr. David BurnscoreStrategic or Co-development PartnerDr. David Burns, Adjunct Clinical Professor Emeritus of Psychiatry at Stanford and creator of TEAM-CBT, serves as primary instructor and thought leader. Developed the TEAM-CBT framework and Feeling Great app that triggers 60-70% reductions in depression/anxiety in less than one day.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Alma: Network and practice-management platform for independent therapists that supports insurance billing, credentialing, and referrals. Comparable in supporting a large therapist ecosystem, but on the practice-ops side rather than the therapy/training side.
• PESI: Long-standing provider of continuing education and training for mental health professionals, including CBT courses and CE credits. Most direct comparable on the clinician training and certification revenue line that drives FGI's CBT All Access and Fast Track products.
• Grow Therapy: Therapist network platform handling insurance billing and credentialing for in-person and virtual practices. Comparable as a scaled therapist network with similar geographic rollout dynamics, though primarily a billing/operations layer.

Direct peers

• BetterHelp: Largest direct-to-consumer online therapy subscription service. Competes head-to-head with FGI for self-pay therapy consumers via similar therapist directory, matching, and video session model, but at a lower price point without FGI's TEAM-CBT specialization.
• Talkspace: Public online therapy platform offering therapist matching and video sessions across all 50 US states. Directly comparable to FGI's online therapy and therapist-matching flow, though with a broader modality mix rather than TEAM-CBT specialization.
• Cerebral: Telehealth platform offering therapy and medication management for anxiety, depression, and insomnia. Comparable consumer-facing online therapy offering, though more medication-focused and operating in a partially different reimbursement model.
• Two Chairs: In-person and virtual therapy provider built on rigorous therapist training, internal certification levels, and outcome measurement. Closest philosophical and operational peer to FGI given its emphasis on therapist quality, training programs, and outcomes tracking.
• Lyra Health: Enterprise mental health benefit platform providing therapy, coaching, and medication management to employees. Comparable in evidence-based therapy positioning and outcome measurement, with overlap on intensive formats and a stronger B2B go-to-market.
• Charlie Health: Intensive outpatient mental health provider offering multi-hour therapy programs for adolescents and adults. Directly comparable to FGI's intensive therapy format in target use case (rapid symptom relief) and pricing tier, particularly for teens and young adults.

Broad incumbents

• Headspace Health: Broad mental wellness platform combining meditation, self-guided content, and therapist/coach sessions. Comparable in serving the same consumer mental health market with subscription access, but at a much larger scale and a self-care-led rather than CBT-specialized positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/feeling-good-institute
• Instagraminstagram.com/feelinggoodinstitute
• Xx.com/FeelingGoodIns1

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 The Feeling Good Institute