What Arbor Family Counseling does

Arbor Family Counseling is a private mental health counseling practice headquartered in Omaha, Nebraska, founded in 1993. The practice delivers outpatient therapy to individuals, couples, families, and children/teens across a broad set of specialties that includes anxiety, depression, ADHD, trauma and PTSD, grief and loss, addiction and sobriety, LGBTQIA+ affirming care, Christian counseling, peak performance, and play therapy. Service delivery spans in-person sessions at 11605 Arbor St., Suite 106, telehealth video counseling that has been operational for at least five years, and onsite school-based counseling. The underlying technology stack is limited to a standard telehealth video platform; there is no public API, no SDK, and no proprietary software product disclosed.

The business operates three distinct revenue streams. First, clinical therapy is billed through a broad insurance network (Aetna, BCBS, Cigna, Medicaid/Medicare, Midlands Choice, United Healthcare, Wellmark, Optum, TriCare, GEHA, Medica) and self-pay. Second, it holds managed-services contracts under an Employee Assistance Program (EAP) with local and national employers, offering 24/7 counseling, wellness coaching, training, and webinars, and a Student Assistance Program (SAP) with seven Omaha-area school districts. Third, it generates facility revenue by renting office space (private, shared, drop-in, virtual) to independent licensed practitioners with intake and referral support. Pricing is quote-based and not publicly disclosed. The go-to-motion is sales-led and relationship-driven: direct phone and contact-form intake for consumers, plus direct contracting with school districts and corporate buyers for B2B programs.

In March 2022, Arbor Family Counseling joined Trivium Life Services, a behavioral health non-profit, while retaining its brand and operating model. The practice has approximately 15+ licensed counselors and is categorized as an 11–50 employee organization. Its geographic footprint is regional, concentrated in the Omaha metropolitan area with select national EAP accounts served virtually. There is no public financial disclosure, no funding history, and no technology M&A or platform IP disclosed in the source material.

Name

Arbor Family Counseling

Legal name

Arbor Family Counseling

Website

https://arborfamilycounseling.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Omaha-based mental health counseling practice serving individuals, couples, families, children, corporations, and seven school districts since 1993. Operates under Trivium Life Services nonprofit, delivering telehealth, in-person, and onsite therapy, EAP, and SAP programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Omaha

HQ country

United States

HQ region

North America

Offices1 record

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. Insurance-Based Counseling Services: Arbor accepts a wide variety of insurance providers including Aetna, BCBS, Cigna, Medicaid/Medicare, Midlands Choice, United Healthcare, and others, billing for individual, couples, family, and child/adolescent therapy sessions covered under clients' health plans.
2. Self-Pay Services: Clients who do not have insurance coverage or choose not to use insurance can pay out-of-pocket for counseling services.
3. Employee Assistance Program (EAP) Contracts: Arbor contracts with companies to provide EAP services including 24/7 assistance, free consultations, counseling sessions, wellness coaching, training/seminars, webinars, and drug/alcohol assessments for employees and their families.
4. Student Assistance Program (SAP) Contracts: Arbor contracts with 7 different school districts to provide counseling services to students and their families, delivered via telehealth, at Arbor's office, or onsite at school buildings.
5. Independent Contractor Office Rental: Arbor provides office space options (private offices, shared spaces, drop-in, virtual) to licensed mental health professionals, generating rental income while providing practitioners with intake support, scheduling, and referral generation.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Arbor Family Counseling is a mental health counseling practice delivering individual, couples, family, and child/adolescent therapy, supported by a telehealth platform used for at least five years. Beyond clinical therapy, the practice operates corporate Employee Assistance Programs (EAP) and Student Assistance Programs (SAP) with seven Omaha-area school districts, plus addiction/sobriety counseling and specialty services such as EMDR, play therapy, and LGBTQIA+ affirming therapy.

Product overview

Arbor Family Counseling operates as a mental health counseling practice offering a comprehensive suite of services centered around individual, couples, family, and child/adolescent therapy. The core offering is Telehealth Counseling Services (virtual therapy sessions they have provided for at least five years). The practice also delivers specialized programs including an Employee Assistance Program (EAP) for corporate clients, a Student Assistance Program (SAP) serving seven school districts, Addiction and Sobriety Services with relapse prevention, and specialty services such as EMDR and play therapy. Additional offerings include educational webinars (Arbor Family Seminars), and the practice accepts multiple insurance providers. Founded in 1993, the company joined Trivium Life Services in 2022.

Differentiator

Problem solved

Functional benefit

Products and services

• Telehealth Counseling Services Virtual counseling sessions provided for at least five years, offering safe and confidential therapy via video to individuals, couples, families, and students at flexible times.
• Individual Counseling One-on-one therapy addressing anxiety, depression, ADHD, career issues, grief, trauma, life transitions, self-esteem, and other personal mental health concerns.
• Couples Counseling Relationship therapy focused on improving communication, rebuilding trust after affairs, resolving conflicts, and deepening emotional and sexual intimacy.
• Family Therapy Family counseling addressing communication challenges, parenting conflicts, grief and loss, addiction issues, blended family dynamics, and intergenerational relationships.
• Children and Teen Counseling Therapeutic services for children and adolescents using play therapy and age-appropriate interventions to address behavioral issues, anxiety, depression, academic difficulties, and family transitions.
• Employee Assistance Program (EAP) Corporate wellness services including 24/7 phone assistance, free consultations, peak performance coaching, wellness screening, training seminars, webinars, and free initial counseling sessions for employees and their families.
• Student Assistance Program (SAP) School-based counseling services contracted with seven Omaha-area school districts, offering telehealth, in-office, or onsite support for students dealing with anxiety, depression, peer stress, and bullying.
• Addiction and Sobriety Services Substance abuse evaluation, relapse prevention therapy, and sober lifestyle programming addressing alcohol, drugs, gambling, and other addictions, including DUI counseling.
• Specialty Therapy Services Specialized therapeutic services including EMDR for trauma, play therapy for children, Christian counseling, LGBTQIA+ affirming therapy, peak performance coaching, and grief/loss support.
• Independent Contractor Office Space Office space options (private offices, shared spaces, drop-in, virtual) rented to licensed mental health professionals, with intake support, scheduling, and referral generation provided by Arbor.

Quantifiable outcome

• 97% Successful Outcomes (self-reported on homepage)
• +2 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Trivium Life ServicescoreStrategic or Co-development Partner · 22 March 2022Arbor Family Counseling joined Trivium Life Services in March 2022. Trivium is a non-profit organization committed to behavioral health, mental health, and long-term support services. The affiliation is described as a natural move due to Trivium's strong emphasis on creating hope, empowering individuals, and continuing Arbor's unique approach to counseling. Trivium co-produces the 'Talks with Trivium' podcast featuring Arbor counselors.
• 7 Omaha Area School DistrictscoreStrategic or Co-development PartnerArbor Family Counseling has ongoing contracts with 7 different school districts in the Omaha area to provide Student Assistance Programs. Counselors work through telehealth, at Arbor's office, or onsite at school buildings to help students and families address problems and find solutions. Services also support teachers, staff, and administrators.
• Corporate Employers (EAP Clients)coreChannel Partner/ Reseller/ DistributorArbor contracts with companies both locally and nationally to provide Employee Assistance Program services including 24/7 counseling, wellness coaching, training, and webinars for employees and their families. EAP services are provided in a private and confidential manner.
• Insurance Providers NetworkcoreOthersArbor accepts a broad network of insurance providers including Aetna, BCBS, Cigna, Medicaid/Medicare, Midlands Choice, United Healthcare, Wellmark, Optum, TriCare, GEHA, Medica, and others, billing sessions through clients' health insurance plans.
• United Way of the MidlandsminorOthersArbor participated in the Nebraska & Iowa Tornado Relief Fund facilitated by United Way of the Midlands following the April 2024 tornado outbreak, providing on-site counseling support to affected school communities and families.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lyra Health: Mental health benefits platform combining EAP-style employer contracts with a provider network and virtual care. Highly comparable to Arbor's EAP + clinical therapy mix, but with a national employer footprint and tech-enabled matching.
• Two Chairs: Outpatient therapy practice combining in-person clinics with telehealth, focused on measurement-based care and specialty matching. Closest direct peer for Arbor's multi-modality, multi-specialty clinical model.
• Spring Health: Employer-sponsored mental health benefits provider offering EAP, therapy, coaching, and psychiatry through a hybrid in-person/telehealth network. Comparable to Arbor's corporate EAP channel and clinical practice model.
• Modern Therapy: Multi-city group outpatient therapy practice offering in-person and telehealth sessions with a curated provider network, comparable in size and modality mix to Arbor's group practice model.

Broad incumbents

• LifeStance Health: Largest US outpatient mental health platform operating multi-specialty clinics with in-person and telehealth delivery across 30+ states. Directly comparable business model to Arbor's insurance-based multi-specialty outpatient practice, but at vastly larger scale.
• BetterHelp: Largest direct-to-consumer teletherapy platform, owned by Teladoc. A scaled national competitor targeting the same individual-client demand pool that Arbor's telehealth arm serves.
• Talkspace: Public telehealth therapy and psychiatry platform accepting insurance nationwide. Competes with Arbor for the telehealth leg of the business, especially with corporate benefits buyers.

Emerging players

• Cerebral: Telehealth platform providing therapy and medication management for anxiety, depression, and ADHD — overlapping with Arbor's individual therapy specialties via a virtual, insurance-accepting model.
• Charlie Health: Virtual intensive outpatient program (IOP) for adolescents and young adults, with strong school-district and family partnerships. Directly comparable to Arbor's Student Assistance Program and child/adolescent therapy lines.
• Brightside Health: Telehealth psychiatry and therapy provider focusing on anxiety and depression with insurance acceptance. Overlaps with Arbor's individual therapy and addiction specialty segments through a virtual-first model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/arbor-family-counseling-associates

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 Arbor Family Counseling