Counseling Center of West Michigan

What Counseling Center of West Michigan does

Counseling Center of West Michigan (CCWM) is a private, single-owner outpatient mental health practice founded in 2019 by licensed therapist Sarah Timmer and headquartered at 360 East Beltline Ave NE in Grand Rapids, Michigan. The practice delivers individual therapy, couples counseling, family counseling, group therapy, psychiatric medication management, and animal-assisted therapy through a network of 13 physical campuses distributed across West Michigan — covering Grand Rapids (with Cascade, Downtown, Kentwood, and Standale sub-locations), Holland, Muskegon, Grand Haven, Greenville, Byron Center, Grandville, and Rockford — plus telehealth virtual appointments and limited home-visit services. Its customer base consists almost entirely of consumer patients (adults, adolescents, children, couples, and families) seeking care for anxiety, depression, trauma, PTSD, grief, life transitions, relationship issues, and other mental health concerns.

The operating model is hub-and-spoke. CCWM operates centralized intake, insurance credentialing, and billing on behalf of 350+ providers who work as independent contractors at 70-80% fee-split economics; providers do not need to market themselves to maintain a caseload. Service delivery is enabled by a standard web stack (Wix-based marketing site, online scheduling, and a third-party Therapy Portal for some telehealth sessions), with no proprietary technology platform. The practice accepts 45+ insurance plans (commercial, Medicaid, Medicare) and offers tiered self-pay rates stratified by provider licensure level (~$30/session for graduate interns, ~$60 for limited-licensed, ~$90+ for fully licensed), making it accessible across both insured and self-pay patient segments.

Growth has been organic and bootstrapped — zero disclosed external funding, no acquisitions, and no parent-company relationships. From a single campus in 2019, CCWM scaled to 13 locations and 350+ providers by recruiting therapists through an attractive independent-contractor value proposition and a formalized internship pipeline for second-year LPC, LMSW, and LMFT graduate students. The center's go-to-market combines a direct-to-consumer intake motion (phone, text, chat, email, online scheduling) with light content/social marketing, while revenue accrues on a session-fee basis with CCWM retaining 20-30% of gross billable revenue after the provider split.

Name

Counseling Center of West Michigan

Legal name

Counseling Center of West Michigan

Website

https://counselingcenterwm.org

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Counseling Center of West Michigan is a Grand Rapids-based, privately held outpatient mental health practice operating 13 campuses across West Michigan with 350+ independent-contractor therapists delivering individual, couples, family, group, animal-assisted, and psychiatric medication-management care to insured and self-pay patients.

Ownership category

akta.pro rank

Product category

Mental Health Services

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330)

SIC

Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA)

akta.pro secondary industry

Outpatient Mental Health & Counseling Clinics (HLAFABAC)

Keywords

• Mental health counseling
• Outpatient therapy services
• Psychiatry medication management
• Couples family therapy
• Animal assisted therapy

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Session-based therapy fees: Revenue generated from billable therapy sessions. Providers operate as independent contractors with 70-80% fee splits. Self-pay rates vary by provider license level: interns $30/session, limited licensed $60/session, fully licensed $90+/session. Insurance reimbursement also contributes to revenue.
2. Insurance reimbursement: The practice accepts over 45 insurance plans including Aetna, Blue Cross Blue Shield, Cigna, Humana, McLaren, Medicare, Molina, Priority Health, UnitedHealthcare, and many more Medicaid and Medicare plans.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Counseling Center of West Michigan operates a multi-campus mental health practice network delivering individual, couples, family, group, animal-assisted, and psychiatric medication management services. The organization employs 350+ independent contractor providers delivering care across 13 West Michigan campuses and through telehealth, phone, and home visit modalities.

Product overview

Counseling Center of West Michigan operates as a multi-campus mental health practice network offering outpatient therapy services. The company provides individual counseling, couples counseling, family counseling, group therapy, animal-assisted therapy, and psychiatry/medication management services through 13 West Michigan locations. The organization was established in 2019 and has grown to over 350 providers. Services are delivered both in-person at various campuses and via telehealth virtual appointments.

Differentiator

Problem solved

Functional benefit

Products and services

• Outpatient Therapy Individual, couples, and family counseling services provided by licensed mental health providers across 13 West Michigan campuses. Designed for adults, adolescents, and children seeking therapy for anxiety, depression, trauma, and other mental health concerns.
• Animal Assisted Therapy Therapeutic services incorporating animal-assisted interventions delivered at the Animal Assisted Therapy Center campus in Rockford, MI, by providers certified to work as Animal Assisted Therapists.
• Group Therapy Therapeutic group sessions facilitated by licensed providers, designed to provide shared therapeutic experiences for participants working on similar concerns.
• Psychiatry (Medication Management) Psychiatric services including medication evaluation and management provided by psychiatric nurse practitioners and physician assistants for patients ages 6+ and adults.
• Telehealth Services Virtual mental health appointments offered to patients via video conferencing, allowing remote access to care for patients with mobility, accessibility, or geographic constraints.

Quantifiable outcome

• Over 350 providers serving West Michigan community since 2019

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sondermind: Operates a national therapist network using an independent-contractor model with administrative support and referral generation. Closest comparable to CCWM's 350+ provider contractor model and multi-state scaling ambitions.
• Talkiatry: Outpatient psychiatry platform delivering medication management and therapy with employed/credentialed clinicians. Directly overlaps with CCWM's psychiatry/medication management service line and multi-state outpatient delivery.
• Two Chairs: Tech-enabled outpatient therapy practice operating multiple in-person clinics plus telehealth. Compares to CCWM's hybrid in-person/telehealth multi-campus therapy model with a focus on matched-provider experiences.
• Cerebral: Telehealth-first mental health platform offering therapy and medication management. Comparable to CCWM's telehealth service channel and integrated therapy-plus-psychiatry offering, though with a digital-first go-to-market.
• Octave: Multi-location outpatient behavioral health practice combining in-person therapy, psychiatry, and group services. Closely matches CCWM's hybrid service mix and multi-campus physical footprint.

Broad incumbents

• LifeStance Health: Largest publicly traded outpatient mental health platform with hundreds of locations nationwide. Provides the scaled incumbent benchmark for CCWM's model and demonstrates what a national rollout of the multi-campus approach could look like.
• Lyra Health: Enterprise-focused mental health benefit platform providing therapy and coaching through in-person and virtual care. Comparable integrated therapy-plus-psychiatry model and demonstrates the employer-channel opportunity CCWM could pursue.

Emerging players

• Brightside Health: Online mental health provider delivering therapy and psychiatric medication management via telehealth. Comparable on integrated therapy + psychiatry services but represents the digital-first model CCWM would compete against for patients.
• Charlie Health: Intensive outpatient and virtual mental health provider serving adolescents and young adults. Comparable on virtual outpatient delivery and demonstrates an emerging segment CCWM's psychiatry/therapy platform could expand into.

Regional players

• Pine Rest Christian Mental Health Services: Large Michigan-based behavioral health system offering inpatient, residential, and outpatient services across the state. Most direct regional competitor in West Michigan, competing for patients, providers, and referrals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CounselingCenterWM
• LinkedInlinkedin.com/company/counseling-center-of-west-michigan
• Instagraminstagram.com/counselingcenterwm

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Counseling Center of West Michigan