The Indigo Project
The Indigo Project is an Australia-wide telehealth therapy practice founded in 2012 by Mary Hoang, connecting clients with 20+ vetted psychologists via a proprietary Client Portal and bespoke matchmaking system. It serves individuals, couples, adolescents, LGBTQIA+ clients, and corporate clients across all Australian states.
- Company typePrivate
- Founded2012
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Indigo Project does
The Indigo Project is an Australian online therapy practice founded in 2012 by Mary Hoang, headquartered at 81-83 Campbell St, Surry Hills (Sydney) but operating Australia-wide exclusively through telehealth. The platform delivers video-based psychological counselling via Zoom, supported by a proprietary Client Portal for booking, payments, and session management, and a bespoke Therapy Matchmaker system that pairs clients with practitioners based on needs and preferences rather than just availability. The clinical roster includes 20+ vetted psychologists, clinical psychologists, psychotherapists, and counsellors positioned as 'progressive and inclusive,' with explicit specializations spanning anxiety, depression, trauma, ADHD, autism spectrum, eating disorders, and LGBTQIA+ affirming care.
Revenue is generated primarily through fee-for-service individual sessions (A$200–A$305) and couples therapy (A$275–A$350), with Medicare rebates of A$89–A$131 passed through to eligible clients under Australia's Better Access initiative. Adjacent revenue streams include corporate workplace wellbeing programs and workshops, self-directed digital courses (e.g., 'Get Your Shit Together' on the company's Academy subdomain), and experiential events including the Listen Up sound bath, Attune Festival, and Death Meditation installation. Free downloadable toolkits (Anxiety, Depression, Relationships) function as top-of-funnel lead capture.
The go-to-market is product-led growth layered with inside sales: clients can self-serve book through the Client Portal, answer a 'Get Matched' questionnaire for algorithm-free human-led matchmaking, or call/email Therapy Matchmakers (Mon–Fri 8:30am–6:30pm, Sat 9am–4:30pm AEST). Marketing relies on owned content (blog, email newsletter, social), SEO-optimized condition-specific pages, and heavy earned media (Vogue, ABC, The Guardian, Harper's Bazaar, Channel Seven/Nine, triple j). The company has not disclosed any external funding and appears bootstrapped under founder ownership.
The Indigo Project firmographics
Firmographics- Name
- The Indigo Project
- Legal name
- The Indigo Project
- Website
- https://theindigoproject.com.au
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Indigo Project is an Australia-wide telehealth therapy practice founded in 2012 by Mary Hoang, connecting clients with 20+ vetted psychologists via a proprietary Client Portal and bespoke matchmaking system. It serves individuals, couples, adolescents, LGBTQIA+ clients, and corporate clients across all Australian states.
- Ownership category
- akta.pro rank
Where The Indigo Project is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
The Indigo Project business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Individual Therapy Sessions: Fee-for-service therapy sessions with psychologists, clinical psychologists, psychotherapists and counsellors. Session fees range from $200-$305 for standard sessions. Medicare rebates of approximately $89-$131 are available for clients with valid Mental Health Care Plans seeing psychologists or clinical psychologists.
- Couples Therapy: Specialized couples therapy sessions at higher fee points ($275-$350) for relationship counselling.
- Corporate Services: Workplace wellbeing programs, corporate events, workshops and related projects for businesses.
- Courses and Events: Self-directed digital courses such as Get Your Shit Together, and events like Listen Up sound bath experiences and Attune festival.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Per session | Registered Psychologist - Standard Session |
| Subscription | Per session | Senior Psychologist - Standard Session |
| Subscription | Per session | Clinical Psychologist - Standard Session |
| Subscription | Per session | Psychotherapist & Counsellor |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
The Indigo Project product offering
Product offeringCore offering
The Indigo Project is an Australian online therapy practice that delivers telehealth psychological counselling to clients across all states and territories via video sessions with vetted psychologists, clinical psychologists, psychotherapists, and counsellors. Clients use a proprietary Client Portal and Therapy Matchmaker System to find the right therapist and book appointments, with Medicare rebates available for eligible sessions. The practice also offers couples therapy, corporate workplace wellbeing workshops, self-directed digital courses, and curated mental health events.
Product overview
The Indigo Project is an online therapy practice offering telehealth psychological services across Australia. The core offering consists of online therapy sessions with psychologists, clinical psychologists, psychotherapists, and counsellors, delivered via a video platform. The company provides a proprietary therapist matching service to pair clients with suitable practitioners. Supporting the core therapy services, The Indigo Project offers free toolkits (Anxiety, Depression, Relationships), a digital self-help course ('Get Your Shit Together'), and hosts events including the Listen Up sound bath, Attune Festival, and Death Meditation installation. Corporate workshops for workplace mental health are also available.
Differentiator
Problem solved
Functional benefit
Products and services
- Online Therapy & Counselling Telehealth psychological counselling delivered via video sessions with registered psychologists, senior psychologists, clinical psychologists, psychotherapists, and counsellors. Sessions range from $200 to $305 with Medicare rebates of approximately $89-$131 available for eligible clients with Mental Health Care Plans seeing psychologists or clinical psychologists.
- Couples Therapy Specialised online couples therapy sessions for relationship counselling, priced from $275 to $350 with no Medicare rebate available.
- Corporate Workshops Workplace wellbeing programs, corporate events, workshops, and tailored mental health initiatives for organisations addressing employee burnout, workplace stress, team dynamics, and leadership challenges.
- Get Your Shit Together Course Self-directed digital course designed to help participants develop self-awareness, manage stress and anxiety, and learn practical skills for personal growth.
- Listen Up Sound Bath Experience
Quantifiable outcome
- Medicare rebates of $89-$131 per session available for up to 10 sessions per year
Companies that use The Indigo Project
Customer profileSegments5 records
Ideal customer profiles4 records
The Indigo Project technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
The Indigo Project partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
The Indigo Project competitors and assessment
Company assessmentBroad incumbents
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key highlights7 records
Customer concentration
The Indigo Project social profiles
Digital presenceThe Indigo Project financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Indigo Project leadership team
Management profileNumber of profiles
Profiles1 record
The Indigo Project funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Indigo Project 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 The Indigo Project
What does The Indigo Project do?
The Indigo Project is an Australian online therapy practice that delivers telehealth psychological counselling to clients across all states and territories via video sessions with vetted psychologists, clinical psychologists, psychotherapists, and counsellors. Clients use a proprietary Client Portal and Therapy Matchmaker System to find the right therapist and book appointments, with Medicare rebates available for eligible sessions. The practice also offers couples therapy, corporate workplace wellbeing workshops, self-directed digital courses, and curated mental health events.
Is The Indigo Project a public or private company?
The Indigo Project is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Indigo Project founded?
The Indigo Project was founded in 2012. It employs 11 to 50 people.
Where is The Indigo Project based?
The Indigo Project is headquartered in Sydney, Australia, in the Oceania region.
How does The Indigo Project make money?
Four revenue lines are on record. Individual Therapy Sessions are the primary driver. The others are couples Therapy, corporate Services and courses and Events.
Who are The Indigo Project's main competitors?
BetterHelp is listed as a broad incumbent.
Does The Indigo Project have an API?
No public API is recorded for The Indigo Project.