West Texas Counseling & Guidance

What West Texas Counseling & Guidance does

West Texas Counseling & Guidance (WTCG) is a 501(c)(3) non-profit outpatient mental health counseling organization founded in 1976 and headquartered at the Historic Cactus Hotel in San Angelo, Texas. It delivers evidence-based counseling services — including individual, couples, and family therapy — to children, adolescents, adults, veterans, and crisis populations across 36 Texas counties and 3 New Mexico counties. Treatment modalities include Cognitive Behavioral Therapy (CBT), Cognitive Processing Therapy (CPT), EMDR, Play Therapy, Prolonged Exposure, Trauma-Focused CBT, Family Systems Therapy, CBT for Insomnia, and Animal-Assisted Counseling. Services are delivered through seven physical offices (San Angelo, Del Rio, Big Spring, Carlsbad, Hobbs, Jal, Artesia) plus telehealth sessions via Doxy.me, with integration to the InSync patient portal for scheduling and records.

Revenue is generated through a hybrid model combining (i) insurance reimbursement from major payers including Cigna, Humana, TriWest Veterans Choice, Aetna, BCBS, Medicare, TRICARE, and various EAPs; (ii) sliding-scale client fees based on income and family size; (iii) grant funding from sources such as the Texas Veterans Commission Fund for Veterans' Assistance, Bob Woodruff Foundation, SAMHSA, Methodist Healthcare Ministries, San Angelo Health Foundation, United Way of the Concho Valley, FMH Foundation, and Permian Strategic Partnership; and (iv) donations and fundraising, including the annual "Roundup in Good Company" country concert. Specialized programs include Zero Suicide crisis intervention, the Veteran Services floor, the Michael Montgomery Talley Children's Center, the LOSS Team for suicide-loss survivors, and the court-ordered Common Ground Parenting seminar ($100/participant). The organization's two wholly-owned sub-brands are Permian Basin Counseling & Guidance (PBCG), serving rural southeastern New Mexico since 2020, and Good Company, a men's mental health initiative founded by Philip Lupton and Coleman White. WTCG is led by CEO Dusty McCoy (LPC-S) and COO Janell Taylor (LCSW-S) and carries the Charity Navigator Gold Seal of Transparency for 2026.

Name

West Texas Counseling & Guidance

Legal name

West Texas Counseling & Guidance

Website

https://www.sanangelocounseling.org

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

101–250 employees

Short description

West Texas Counseling & Guidance is a 501(c)(3) non-profit outpatient mental health organization serving 36 Texas counties and 3 New Mexico counties. It provides evidence-based counseling including CBT, CPT, EMDR, and play therapy, plus crisis intervention, to individuals, families, veterans, and children across seven offices and telehealth.

Ownership category

akta.pro rank

Product category

Outpatient Mental Health Counseling

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420), Offices of Mental Health Practitioners (except Physicians) (621330)

SIC

Services-Health Services (8000), Services-Educational Services (8200)

akta.pro primary industry

Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA)

akta.pro secondary industries

Outpatient Mental Health & Counseling Clinics (HLAFABAC), Home Visiting & Parent Coaching Programs (EDACALAC)

Keywords

• Outpatient mental health counseling
• Evidence-based therapy services
• Community behavioral health
• Veteran counseling programs
• Non-profit crisis intervention

Headquarters

HQ city

San Angelo

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Insurance Reimbursement: WTCG accepts multiple insurance plans including Cigna, Humana, Multiplan, TriWest Veterans Choice, and various EAP programs. Revenue is generated through reimbursement for covered mental health services.
2. Sliding Scale Client Fees: For clients without insurance or who struggle with copays, WTCG offers a sliding scale system based on income and family size. Payment assistance is available to help offset costs.
3. Donations and Fundraising: The organization operates as a 501(c)(3) nonprofit and receives donations through events like the annual Roundup in Good Company country concert fundraiser. Donations support direct counseling, outreach, and resources for men in the region.
4. Grant Funding: WTCG receives grant funding from organizations including Texas Veterans Commission Fund for Veterans' Assistance and Bob Woodruff Foundation to support veteran services and specific programs like Zero Suicide Initiative.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

West Texas Counseling & Guidance is a non-profit 501(c)(3) outpatient mental health provider delivering evidence-based counseling services to individuals, couples, families, children, and veterans across 36 Texas counties and 3 New Mexico counties. Core offerings include individual therapy, couples therapy, family therapy, children's play therapy, trauma-focused modalities (CBT, CPT, EMDR, PE, TF-CBT), Zero Suicide crisis intervention, veteran services, and specialized programs such as Common Ground Parenting and Animal-Assisted Counseling. Services are delivered in person across seven offices and via telehealth through the Doxy.me platform.

Product overview

West Texas Counseling & Guidance (WTCG) is a non-profit, 501(c)(3) outpatient mental health organization offering a broad portfolio of counseling services and programs. The organization operates a unified service model centered on evidence-based therapeutic approaches (Cognitive Behavioral Therapy, CPT, EMDR, Play Therapy, Gottman Method couples therapy) across multiple delivery channels including telehealth and face-to-face sessions. The portfolio includes core therapy services (individual, couples, family, and group counseling), specialized programs (Zero Suicide crisis services, Veteran Services with dedicated floor at the Cactus Hotel, LOSS Team for suicide survivors, Children's Play Therapy via the Michael Montgomery Talley Children's Center), and community programs (Common Ground Parenting for divorcing parents, Career Counseling, Animal-Assisted Counseling). WTCG also operates Permian Basin Counseling & Guidance (PBCG) as its New Mexico sub-brand covering rural southeastern New Mexico communities, and the Good Company men's mental health initiative. The organization serves 36 Texas counties and 3 New Mexico counties through offices in San Angelo (Cactus Hotel), Del Rio, Big Spring, and four New Mexico locations (Carlsbad, Hobbs, Jal, Artesia).

Differentiator

Problem solved

Functional benefit

Brands

• Permian Basin Counseling & Guidance (PBCG): New Mexico division of WTCG offering hope and healing to rural Permian Basin communities of southeastern New Mexico
• Good Company

Products and services

• Mental Health & Relational Health Services Core outpatient counseling services encompassing individual therapy, couples therapy, and family therapy for children, teens, adults, veterans, and those in crisis.
• Children's Play Therapy Therapeutic service using play to help children ages 3-12 communicate emotions, modify behavior, and develop problem-solving skills.
• PTSD & Trauma Therapy Evidence-based trauma treatment program including Cognitive Processing Therapy (CPT), EMDR, Prolonged Exposure Therapy, and Trauma-Focused CBT.
• Zero Suicide Program Rapid-access crisis care and suicide prevention program providing same-day therapy appointments for individuals experiencing suicidal thoughts or mental health crisis.
• Veteran Services Specialized counseling, case management, peer support, and benefit coordination for active-duty military, veterans, and their families.
• Cognitive Behavioral Therapy (CBT) Structured evidence-based therapy following the cognitive therapy model developed by Aaron Beck, typically completed in 14-16 sessions.
• LOSS Team & Survivors of Suicide (SOS) Support Group Local Outreach to Suicide Survivors (LOSS) team that responds to suicide scenes, and a peer support group for those bereaved by suicide loss.
• Common Ground Parenting Class Court-ordered 3-hour parent education seminar for divorcing parents, offered in English and Spanish, covering co-parenting and children's needs during separation. Priced at $100 per participant.
• Children & Adolescent Therapy Individual therapy for children (under 12) and adolescents (over 12) addressing trauma, stress, emotional obstacles, and social skills.
• Animal-Assisted Counseling (AAC) Goal-directed counseling integrating a certified therapy dog (Starlette Princess Rose, Bichon Frise) into sessions with children and teens ages 6-18.
• Cognitive Processing Therapy (CPT) for Trauma 12-session evidence-based therapy adapted from CBT for treating PTSD and complicated grief by modifying stuck points and maladaptive beliefs.
• Cognitive Behavioral Therapy for Insomnia (CBT-I) Evidence-based first-line treatment for chronic insomnia, shown to improve sleep in 75-80% of patients and reduce or eliminate sleeping pill use in 90% of patients.
• Cognitive Behavior Therapy for Weight Loss CBT-based program teaching clients to modify sabotaging thoughts and behaviors to sustain healthy eating and lifestyle changes.
• Career Counseling Professional career assessment and counseling using instruments such as Holland's RIASEC codes, Strong Interest Inventory, and O*Net for career matching.
• Grief & Loss Counseling Counseling for adults, adolescents, and children dealing with grief from loss including death, divorce, addiction, incarceration, and other major life changes.
• Family Therapy Therapy using the Family Systems model addressing whole-family dynamics, communication, and emotional intelligence through tools like Family Genograms.
• Depression & Anxiety Therapy Cognitive therapy and behavioral interventions for depression and anxiety disorders, with research showing effectiveness comparable to medication.
• Therapy for Substance Use Issues Counseling services for drug and alcohol use problems, staffed by therapists with substance abuse and addiction recovery expertise.
• Couples Therapy Relational counseling using approaches including the Gottman Method to help couples define goals, improve communication, and resolve conflict.
• Applied Behavior Analysis (ABA) Behavior analysis services for children, provided through the Michael Montgomery Talley Children's Center at the Cactus Hotel.
• Permian Basin Counseling & Guidance (PBCG) New Mexico division of WTCG serving rural Permian Basin communities including Carlsbad, Hobbs, Jal, and Artesia with individual therapy, CBT, CPT, EMDR, couples/family therapy, veteran services, and play therapy.
• Good Company Men's mental health awareness initiative under WTCG, featuring the annual Roundup in Good Company country concert fundraiser for men's mental health in West Texas.

Quantifiable outcome

• Suicide rate in Tom Green County reduced from 26 per 100,000 (2018) through Zero Suicide Initiative intervention
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• MHMR of the Concho ValleycoreStrategic or Co-development PartnerCollaborative partner in the Zero Suicide Initiative in Tom Green County. Provides crisis line support (325-653-5933) and works with WTCG on suicide prevention efforts.
• River Crest HospitalcoreStrategic or Co-development PartnerCollaborative partner in the Zero Suicide Initiative. Local psychiatric hospital providing crisis intervention services and working with WTCG on behavioral health coordination.
• Shannon Medical Center / Shannon Behavioral HealthcoreStrategic or Co-development PartnerCollaborative partner in the Zero Suicide Initiative. Local hospital providing behavioral health services and coordination with WTCG for crisis response.
• Tom Green County Sheriff's Office / Mental Health Deputy ProgramcoreStrategic or Co-development PartnerCollaborative partner in the Zero Suicide Initiative. Law enforcement partnership including specialized mental health deputy program for crisis response.
• San Angelo Police DepartmentminorStrategic or Co-development PartnerCollaborative partner in the Zero Suicide Initiative. Law enforcement coordination for mental health crisis response.
• Local Justices of the PeaceminorStrategic or Co-development PartnerCollaborative partners in the Zero Suicide Initiative. Work with WTCG on crisis intervention and mental health holds.
• La Esperanza ClinicminorStrategic or Co-development PartnerCollaborative partner in the Zero Suicide Initiative providing community health services.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• MHMR Services for the Concho Valley: Local authority and direct crisis-line partner of WTCG in San Angelo. Operates the regional crisis line and overlapping behavioral health services for the same Concho Valley population WTCG serves, making it the closest operational peer.
• Hill Country MHDD Centers: Texas community mental health and intellectual/developmental disability center serving a multi-county rural region. Closely comparable model to WTCG: non-profit, outpatient counseling, crisis services, sliding-scale access, and rural telehealth delivery.
• West Texas Centers for MHMR: Community mental health authority serving a large swath of West Texas counties. Same LMHA-adjacent operating model (outpatient counseling, crisis, IDD, veteran outreach) and overlapping rural West Texas catchment.
• Permian Basin Community Centers: Community mental health center serving the Permian Basin region of West Texas — the same geography where WTCG has launched its PBCG sub-brand. Comparable outpatient, crisis, and IDD service mix with overlapping regional referral relationships.
• Betty Hardwick Center: Abilene-based community mental health center where WTCG's predecessor (Samaritan Counseling) originated as a satellite. Closely comparable outpatient, crisis, and veteran service portfolio in the West Texas non-profit space.
• Andrews Center: Texas community behavioral health provider with a comparable rural/multi-county outpatient counseling, crisis, and veteran services footprint. Operates a similar safety-net, grant-and-insurance-blended model.
• Burke Center: East Texas community mental health and IDD authority with the same multi-county rural outpatient, crisis, and counseling model as WTCG. Useful for benchmarking a non-profit regional behavioral health provider of similar scale.
• Emergence Health Network: El Paso-area local mental health authority providing outpatient behavioral health, crisis, and substance use services. Comparable community mental health center operating model, though serving an urban border market versus WTCG's rural core.

Emerging players

• BetterHelp: Largest consumer telehealth counseling platform; competes for the same insured/self-pay individual therapy demand that funds a portion of WTCG's cross-subsidized mission work, and a useful reference point for digital delivery economics.
• Talkspace: Public telehealth therapy provider with B2B (employer, health plan) and direct-to-consumer channels. Competes for the same outpatient talk-therapy dollars WTCG serves, especially via insurance and EAP contracts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wtcgcounseling
• Facebookfacebook.com/wtcgdelrio

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

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 West Texas Counseling & Guidance