GoodTherapy
GoodTherapy is a two-sided online directory connecting individuals seeking mental health services with licensed therapists, counselors, and treatment centers across the U.S., Canada, and internationally, monetized primarily through recurring professional subscription memberships and ancillary advertising.
- Company typePrivate
- Founded2007
- HeadquartersDenver, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What GoodTherapy does
GoodTherapy operates a two-sided online marketplace that connects individuals seeking mental health services with licensed therapists, counselors, psychologists, and treatment centers. Founded in 2007 and domiciled as GoodTherapy, LLC in the United States, the platform maintains a searchable directory covering all U.S. states, Canadian provinces, and select international geographies, with dedicated filters for location, specialty, therapy modality, and telehealth availability. The consumer-facing product is supplemented by an editorial blog of expert-authored mental health content, free psychology self-assessment tools (career aptitude, emotional intelligence, interpersonal communication), and an international search function for users outside North America.
The underlying technology is a directory platform with search and filtering capabilities, telehealth listing integration, a content management system for blog publishing, and a continuing education (CE) event management system that delivers web-based courses to mental health professionals. Proprietary product surface includes the Therapist Directory, Telehealth Directory, CE Events module, Psychology Tests, and a Mental Health Blog — all operated through a self-serve web interface with no disclosed mobile app, API, or AI-driven matching engine. Distribution is self-serve on both sides: consumers browse and search directly, while therapists, treatment centers, and students self-register for paid or discounted directory listings.
The business model is subscription-driven on the supply side. Licensed therapists pay recurring membership fees for directory listings and referrals; treatment centers pay for facility visibility; students access a discounted membership tier. Secondary monetization comes from an advertising program for mental-health-related businesses and CE event fees. Pricing is not publicly disclosed, but the recurring nature of therapist and treatment-center memberships implies a predictable, annuity-style revenue base. The company has no disclosed outside funding, operates as a founder/owner-held private LLC, and shows no parent company, M&A activity, or institutional ownership in the available data.
GoodTherapy firmographics
Firmographics- Name
- GoodTherapy
- Legal name
- GoodTherapy, LLC
- Website
- https://GoodTherapy.org
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GoodTherapy is a two-sided online directory connecting individuals seeking mental health services with licensed therapists, counselors, and treatment centers across the U.S., Canada, and internationally, monetized primarily through recurring professional subscription memberships and ancillary advertising.
- Ownership category
- akta.pro rank
GoodTherapy industry classification
Industry- Product category
- Online Therapist Directory / Mental Health Services Marketplace
- NAICS
- Offices of Mental Health Practitioners (except Physicians) (621330)
- SIC
- Services-Health Services (8000)
- akta.pro primary industry
- General Mental Health Therapy Platforms (Talk Therapy) (HLALAEAA)
Keywords
Where GoodTherapy is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Markets served
GoodTherapy business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Others
Revenue model
- Therapist Directory Membership: Mental health professionals pay membership fees to be listed in the GoodTherapy directory and receive referrals from the platform.
- Treatment Center Membership: Treatment centers pay for directory membership to be visible to individuals seeking facility-based mental health care.
- Student Membership: Reduced-cost membership tier for students in mental health programs.
- Advertising: The platform mentions an advertising program for mental health-related businesses to reach the GoodTherapy audience.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
GoodTherapy product offering
Product offeringCore offering
GoodTherapy operates a two-sided online marketplace that connects individuals seeking therapy with thousands of licensed mental health professionals. The platform generates revenue primarily through subscription membership fees paid by therapists, treatment centers, and students to be listed in the searchable directory, supplemented by advertising. It also offers a mental health blog, self-assessment psychology tests, and web-based continuing education (CE) courses for clinicians.
Product overview
GoodTherapy is a therapist directory and mental health resource platform that connects individuals with licensed mental health professionals. The core offering is the Therapist Directory, which provides searchable access to thousands of verified licensed therapists. The platform also includes a Mental Health Blog for educational content, Continuing Education (CE) Events for therapist professional development, Psychology Tests for user self-assessment, and specialized Telehealth search functionality. GoodTherapy offers multiple membership tiers including Therapist Membership, Treatment Center Membership, and Student Membership for professionals and students in the mental health field.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Thousands of verified licensed mental health professionals in the directory
Companies that use GoodTherapy
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
GoodTherapy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
GoodTherapy partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
GoodTherapy competitors and assessment
Company assessmentBroad incumbents
- Zocdoc: A broader healthcare provider directory covering doctors, specialists, and mental health professionals with online booking. While not mental-health-specialized, it overlaps with GoodTherapy's directory/search functionality and competes for therapist listings and consumer traffic.
- BetterHelp: The largest online therapy platform owned by Teladoc Health. While it operates as a vertically integrated telehealth provider rather than a directory, it competes for the same consumer intent—finding a therapist—and captures referrals that might otherwise go through directories like GoodTherapy.
- Talkspace: Public telehealth therapy platform serving both consumer and B2B (employer, health plan) channels. Competes with GoodTherapy for therapy-seeking consumers and overlaps with the same licensed therapist supply pool, but offers integrated matching, scheduling, and messaging.
Emerging players
- Alma: A therapist directory and practice-management platform built around insurance-accepting therapists. Competes with GoodTherapy on the therapist-listing side while adding practice tools, insurance credentialing, and a curated matching experience.
- Lyra Health: An enterprise mental health platform offering therapy and coaching to employees through employer benefits. Targets the therapist supply side and competes for B2B therapy-seeking demand that could otherwise flow through directories like GoodTherapy.
- Headway: A venture-backed mental health platform focused on insurance-covered therapy, helping therapists get credentialed with insurers and accept insurance patients. Targets the same therapist supply side as GoodTherapy but with a differentiated insurance-billing value proposition.
- Octave: A mental health practice platform offering both in-person and virtual therapy with insurance acceptance. Competes with GoodTherapy for therapy-seeking consumers and therapists, but delivers integrated matching and clinical services rather than a pure directory model.
- SonderMind: A mental health provider network combining therapist recruitment, in-network insurance, and telehealth delivery. Competes with GoodTherapy for therapists seeking patient referrals but with a more integrated clinical-operations model.
- Open Path Collective: A nonprofit therapist directory offering reduced-fee sessions for consumers without adequate insurance coverage. Competes directly with GoodTherapy on the seeker side for budget-conscious therapy seekers while serving a different therapist value proposition.
Direct peers
- Psychology Today: The largest and most established therapist directory in the U.S. and Canada. Directly competes with GoodTherapy as a two-sided marketplace where therapists pay for listings and consumers search by location and specialty. Highly comparable business model, target customer, and feature set.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
GoodTherapy social profiles
Digital presenceGoodTherapy financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoodTherapy leadership team
Management profileNumber of profiles
GoodTherapy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoodTherapy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GoodTherapy
What does GoodTherapy do?
GoodTherapy operates a two-sided online marketplace that connects individuals seeking therapy with thousands of licensed mental health professionals. The platform generates revenue primarily through subscription membership fees paid by therapists, treatment centers, and students to be listed in the searchable directory, supplemented by advertising. It also offers a mental health blog, self-assessment psychology tests, and web-based continuing education (CE) courses for clinicians.
Is GoodTherapy a public or private company?
GoodTherapy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GoodTherapy founded?
GoodTherapy was founded in 2007. It employs 11 to 50 people.
Where is GoodTherapy based?
GoodTherapy is headquartered in Denver, United States, in the North America region.
How does GoodTherapy make money?
Four revenue lines are on record. Therapist Directory Membership is the primary driver. The others are treatment Center Membership, student Membership and advertising.
Who are GoodTherapy's main competitors?
Broad incumbents on record are Zocdoc, BetterHelp and Talkspace. Emerging players are Alma, Lyra Health, Headway, Octave, SonderMind and Open Path Collective. Psychology Today is listed as a direct peer.
Does GoodTherapy have an API?
No public API is recorded for GoodTherapy.
What industry is GoodTherapy in?
GoodTherapy's product category is Online Therapist Directory / Mental Health Services Marketplace. Its primary akta.pro industry code is HLALAEAA, General Mental Health Therapy Platforms (Talk Therapy). Its NAICS code is 621330 and its SIC code is 8000.