The Gottman Institute

What The Gottman Institute does

The Gottman Institute, operated as Gottman Inc., is a Seattle-based private for-profit organization founded by Drs. John and Julie Gottman that commercializes a research-based couples therapy methodology developed over 40+ years at the Gottman Love Lab from observational studies of 40,000+ couples. Its core intellectual property — the Sound Relationship House theory, the Four Horsemen framework, and the Atone/Attune/Attach model — underpins both its consumer and professional offerings, with empirical claims including 94% accuracy in predicting divorce.

The company operates a dual-sided portfolio. For licensed mental health professionals, it sells a tiered training pathway (Level 1 at $315, Level 2 at $450, Level 3 practicum, and a two-year Certification Track with a $1,225 administrative fee) delivered via online courses and a global network of Master Trainers, plus specialty trainings on affairs/trauma, addiction recovery, and partner aggression. The Gottman Connect platform and the Gottman Referral Network provide subscription and directory-based recurring revenue tied to credentialed clinicians. For consumers, it sells self-help digital products (Gottman Relationship Adviser, Assessment, Relationship Coach, Card Decks App, Love Notes), the 30 Day Relationship Journal, physical books and toolkits, and The Art and Science of Love weekend workshop, distributed through gottman.com, the Gottman Connect portal, and certified therapist referrals.

The business model is a hybrid of one-time course/product purchases, recurring subscription mechanics (Connect portal, Relationship Adviser, Referral Network listings), and live workshop revenue, monetized across four customer segments (couples, parents, singles, mental health professionals). The Institute claims 135,000+ clinicians trained globally and 38 million relationships reached, and operates with 11–50 employees across markets including the U.S., Canada, Argentina, Australia, Singapore, and the Netherlands.

Name

The Gottman Institute

Legal name

Gottman Inc.

Website

https://gottman.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

The Gottman Institute (Gottman Inc.) is a Seattle-based private organization that sells a research-based couples therapy methodology, professional training and certification for clinicians, and direct-to-consumer self-help products and workshops, serving mental health professionals and couples, parents, and singles globally.

Ownership category

akta.pro rank

Product category

Relationship Education and Couples Therapy Training

NAICS

Research and Development in the Social Sciences and Humanities (541720), Management, Scientific, and Technical Consulting Services (5416), Other Individual and Family Services (624190)

SIC

Services-Commercial Physical & Biological Research (8731), Services-Management Consulting Services (8742)

akta.pro primary industry

Couples & Family Therapy Teletherapy Platforms (HLALAEAG)

akta.pro secondary industry

Mental Health Therapist Marketplaces (HLALALAJ)

Keywords

• Couples therapy methodology
• Relationship education resources
• Clinical training certification
• Relationship assessment tools
• Professional therapist training

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Training Programs: Multi-tiered training programs for mental health professionals including Level 1 ($315 online), Level 2 ($450 online), Level 3 (in-person/virtual events), and Certification Track ($1,225 administrative fee). Programs available as on-demand courses and live training events globally.
2. Continuing Education Credits: Optional CE credits offered through CBI Center for Education for various training programs, providing additional revenue stream for professional training.
3. Consumer Self-Help Products: Digital products and physical goods for couples including Gottman Relationship Adviser, Assessment tools, 30 Day Relationship Journal, card decks, books, and merchandise sold through e-commerce store.
4. Gottman Connect Platform: Online platform providing access to assessments, training materials, and clinical tools for professionals, functioning as a subscription-based portal.
5. The Art and Science of Love Workshop: World-renowned weekend workshop for couples created by Drs. John and Julie Gottman, available in-person and virtually.
6. Consultation Services: Consultation sessions for Certification Track candidates provided by Certified Gottman Therapist Consultants, with fees varying by consultant and modality.
7. Therapist Referral Network: Discounted listing fees for Certified Gottman Therapists on the Gottman Referral Network, providing credibility and client referrals.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels10 records

Core offering

The Gottman Institute develops and disseminates the Gottman Method, a research-based approach to couples therapy built on 40+ years of observational research with over 40,000 couples. It monetizes this intellectual property through two channels: (1) self-help digital tools, workshops, journals, books, and merchandise sold directly to couples, parents, and singles; and (2) a tiered professional training and certification program (Level 1, 2, 3, Certification Track, plus specialty courses) for licensed mental health clinicians, supported by the Gottman Connect clinician platform.

Product overview

The Gottman Institute operates as a research-based relationship education and clinical training organization. Its product portfolio spans two core segments: (1) self-help tools for individuals, couples, parents, and singles — including the Gottman Relationship Adviser, Gottman Assessment, Gottman Relationship Coach, Gottman Card Decks App, Gottman Love Notes, Marriage Minute newsletter, 30 Day Relationship Journal, and parenting programs (Gottman Parenting: New Baby, Toddlers, Teens); and (2) a professional training ecosystem for clinicians comprising three progressive workshop levels (Level 1, Level 2, Level 3 Practicum), advanced specialty trainings (Treating Affairs and Trauma, Couples and Addiction Recovery, Therapy for Partner Aggression and Abuse), the Certification Track for becoming a Certified Gottman Therapist, the Gottman Retreat, and the Clinician's Toolkit. Clinicians access assessments and client management through the Gottman Connect platform, and the Gottman Referral Network provides a directory of trained therapists. The portfolio is unified by the Sound Relationship House theory and the Gottman Method framework.

Differentiator

Problem solved

Functional benefit

Brands

• The Gottman Method: Research-based approach to couples therapy developed by Drs. John and Julie Gottman
• The Art and Science of Love
• Gottman Card Decks App
• Gottman Connect
• Gottman Relationship Adviser
• Gottman Relationship Checkup

Products and services

• Gottman Relationship Adviser A subscription self-help digital tool for couples and individuals that provides personalized guidance on conflict resolution, intimacy, and connection using the Gottman Method framework. Marketed as the go-to self-help tool for relationship needs.
• Gottman Assessment A research-based relationship assessment instrument that evaluates couples' strengths and areas of concern using empirically validated questionnaires aligned with the Sound Relationship House theory.
• Gottman Relationship Coach A digital coaching tool that guides users through Gottman Method exercises and interventions to strengthen their relationship, designed to be bundled with other Gottman products.
• The Art and Science of Love Weekend Workshop A world-renowned weekend workshop for couples created by Drs. John and Julie Gottman that teaches practical skills for conflict management, friendship, and intimacy drawn from over 40 years of research; available in-person and virtually.
• 30 Day Relationship Journal A guided journal for couples and singles to build lasting, healthy relationships through daily prompts and exercises grounded in Gottman Method principles.
• Gottman Card Decks App A mobile application offering digital versions of the Gottman therapeutic card decks (Love Maps, Open-Ended Questions, Rituals of Connection, etc.) used for couples therapy exercises.
• Gottman Connect Platform An online platform for clinicians to access the Gottman Relationship Checkup, administer assessments to clients, track progress, and manage Gottman Method documentation, operating under HIPAA-compliant file sharing.
• Gottman Relationship Checkup A comprehensive online assessment tool for couples that generates a detailed profile of their relationship strengths and challenges, used by clinicians in therapy settings via Gottman Connect.
• Gottman Parenting: New Baby Program A program helping new parents navigate the transition to parenthood by applying Gottman Method principles to strengthen the couple relationship and support healthy child development.
• Gottman Method Couples Therapy Level 1 Training The foundational professional training course teaching clinicians research-based Gottman Method assessment and intervention strategies; available online self-paced for $315 or at live events, with up to 11 CE hours available for an additional fee.
• Gottman Method Couples Therapy Level 2 Training An advanced self-paced online course priced at $450 with 19 hours of video from Drs. John and Julie Gottman, covering assessment, intervention, and co-morbidities including PTSD, affairs, and addiction; eligible for 19 CE hours.
• Level 3 Training Practicum An advanced, real-time practicum workshop offered only live by Drs. John and Julie Gottman or Certified Gottman Trainers where clinicians practice with real couple video cases, role-plays, and receive personalized coaching; eligible for up to 20 CE hours.
• Gottman Certification Track A rigorous 2-year self-led program for licensed mental health professionals to become Certified Gottman Therapists; includes consultant coaching sessions, video submission reviews, and a $1,225 administrative fee; prerequisite completion of Levels 1–3 plus two comorbidity-themed trainings required.
• Treating Affairs and Trauma Course An advanced online course priced at $225 teaching clinicians the Gottman Method approach to treating couples impacted by infidelity and PTSD, featuring the Atone, Attune, and Attach model; requires Level 1 Training as a prerequisite.
• Couples and Addiction Recovery Course An online training priced at $149 that integrates Dr. Robert Navarra's addiction recovery research with the Sound Relationship House model, teaching clinicians how to help couples navigate addiction and concurrent recovery.
• Therapy for Partner Aggression and Abuse Training An advanced clinical training equipping therapists to work with couples impacted by intimate partner aggression; available as on-demand, live virtual, and in-person formats; up to 7.5 CE hours; no prior Gottman training required.
• Gottman Retreat An annual two-day hybrid (in-person at Cedarbrook Lodge, SeaTac, WA, and virtual via Zoom Events) professional development retreat for clinicians; November 13–14, 2026; features eight Certified Gottman Therapists presenting on specialties; CEs included.
• Therapy Sessions: Live Course A 10-hour on-demand video course priced at $75 featuring uncut couples therapy sessions with Dr. Julie Gottman, demonstrating Gottman Method assessments and interventions including the Oral History Interview, Softened Start-Up, and Stress Reducing Conversation; no prerequisites required.
• Clinician's Toolkit A physical boxed toolkit priced at $99 containing six Gottman card decks (Love Maps, Opportunity, Salsa, Open-Ended Questions, Rituals of Connection), six laminated intervention handouts (Repair Checklist, Sound Relationship House, Conflict Blueprint, etc.), and Gottman Relationship Guides.
• Gottman Referral Network A searchable directory of Gottman-trained couples therapists that Certified Gottman Therapists receive discounted listing on, helping individuals find qualified clinicians in their area.
• Seven Principles Leader Training A specialized training program for professionals to lead the Seven Principles for Making Marriage Work program, based on Gottman Method research, in group settings.
• Lessons in Love Leader Training A training program enabling professionals to lead Gottman's Lessons in Love workshop for singles, teaching relationship skills to unmarried individuals in group settings.
• Bringing Baby Home Educator Training A professional training that qualifies clinicians and educators to deliver the Bringing Baby Home program for new parents, a relationship-strengthening curriculum for the transition to parenthood.

Quantifiable outcome

• 94% accuracy in predicting divorce based on communication patterns
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• PAIRS Foundation: PAIRS (Practical Application of Intimate Relationship Skills) is a relationship education and skills training organization offering tiered professional training programs and consumer workshops. It competes with Gottman for the same pool of clinicians seeking evidence-based couples therapy certifications and couples seeking relationship self-improvement programs.
• Prepare-Enrich: Prepare-Enrich provides validated couples assessments and facilitator training used by counselors, clergy, and premarital programs worldwide. Like Gottman, it monetizes via a clinician certification pathway and assessment tool licensing, directly overlapping Gottman's Relationship Checkup and professional training business.
• Imago Relationships International: Imago offers a globally distributed couples therapy methodology with a structured clinician certification track, workshops for couples, and published relationship theory. It competes head-to-head with Gottman in the certified couples therapist training market and consumer relationship education space.
• International Centre for Excellence in Emotionally Focused Therapy (ICEEFT): ICEEFT is the global training body for Emotionally Focused Therapy (EFT) for couples, with a tiered certification path, externships, and a large international community of certified EFT therapists. It is one of Gottman's strongest evidence-based methodology competitors for clinician mindshare and training dollars.
• The Center for Relationship Education: A relationship education nonprofit offering evidence-informed curricula, premarital/marital programs, and facilitator training (e.g., 'Within My Reach,' 'Connections'). It overlaps Gottman's offerings in clinician training, premarital education, and consumer relationship workshops.

Emerging players

• Regain (by BetterHelp): Regain is the couples-focused arm of BetterHelp, offering on-demand, subscription-based online couples therapy with licensed therapists. It does not train clinicians or sell a proprietary methodology but competes for the same end-consumer couples Gottman serves through its self-help products and Referral Network.
• Lasting: Lasting was a consumer-facing couples counseling app offering self-guided sessions based on research-based methodologies. It represents the digital, app-delivered relationship self-help category that competes with Gottman's Relationship Adviser and Card Decks App at the consumer level.

Broad incumbents

• Talkspace: Talkspace is a large, publicly traded telehealth platform providing therapy (including couples and relationship counseling) via subscription. It does not train clinicians but competes with Gottman for consumer couples therapy dollars and has the scale and brand to compress pricing across the online therapy category.
• BetterHelp: BetterHelp is the largest direct-to-consumer online therapy platform globally, offering general and couples therapy at scale with heavy marketing. It is not a clinical training organization but represents the dominant digital distribution channel that competes with Gottman's self-help products and Referral Network for consumer mindshare.

Regional players

• Relate (UK): Relate is the UK's largest provider of relationship support and counseling, offering couples therapy, family counseling, and relationship education. It is a regional peer with overlapping service offerings and clinician-training functions, primarily serving the UK market where Gottman has limited direct presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/GottmanInstitute
• Xx.com/GottmanInst
• LinkedInlinkedin.com/company/the-gottman-institute

Compliance2 records

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 The Gottman Institute