JB Music Therapy

What JB Music Therapy does

JB Music Therapy is a Calgary, Alberta-based clinical music therapy practice founded in 1991 by Jennifer Buchanan. The company delivers evidence-informed music therapy services delivered by Certified Music Therapists (MTAs), many holding advanced Neurologic Music Therapy (NMT) credentials, across healthcare settings (acute care, neuro-rehabilitation, palliative care, ICU, mental health), educational institutions serving students with ASD, ADHD, and developmental disabilities, workplaces seeking burnout and wellness programs, and seniors in long-term care. It also operates Harmony@Home, an online therapy program delivering individual and group sessions (LifeBeat, HeartSong, LittleNotes) via Zoom Pro and Google Meet, and runs book publishing through the Tune In Press imprint.

The company's revenue mix spans professional services (clinical sessions, keynote presentations), one-time book sales distributed through Amazon, Indigo, and Barnes & Noble, and a newly emerging subscription-based digital revenue stream via the Wellplayed platform. Wellplayed, launching in 2025, is positioned as Canada's first music therapy-informed digital health platform and is designed to translate 35+ years and 22,000+ annual clinical sessions of practice into structured digital experiences for adults, workplaces, and care teams, featuring exercises such as Personal Soundtrack, Signature 12, Just Three Words, Music for Mood, and AI-assisted songwriting.

JB Music Therapy's go-to-market combines enterprise sales to Alberta Health Services (approved service provider with Connect Care training), the Calgary Board of Education, and other institutional buyers, with self-serve online sessions and a multi-channel marketing engine spanning blog content, social media, earned media (CBC, NBC, The Guardian, Globe and Mail), keynote speaking, and published books. Strategic growth is anchored in partnerships with the National Music Centre, Calgary Health Foundation, Alberta Innovates, and research collaborations with the University of Calgary, alongside an NMC Music Therapy Initiative expansion into Saskatchewan.

Name

JB Music Therapy

Legal name

JB Music Therapy

Website

https://jbmusictherapy.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

JB Music Therapy is a Calgary-based clinical practice founded in 1991 that delivers evidence-informed music therapy across healthcare, education, workplaces, seniors, and disabilities, and is launching the Wellplayed digital health platform in 2025.

Ownership category

akta.pro rank

Product category

Clinical Music Therapy Services

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340)

SIC

Services-Health Services (8000)

akta.pro primary industry

Music Therapy (Educational/Developmental Programs) (EDAMANAK)

akta.pro secondary industry

Music Education & Practice Software (Ear training, tutors, metronome tools) (MPAIAIAJ)

Keywords

• Clinical music therapy
• Music therapy services
• Neurologic music therapy
• Music therapy platform
• Mental health programs

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Music Therapy Sessions: Clinical music therapy sessions delivered in-person at healthcare facilities, schools, workplaces, and community organizations, as well as individual and group sessions via online platforms. Certified Music Therapists (MTAs) provide evidence-based therapeutic services.
2. Books and Publications: Sale of published books including Wellness Wellplayed: The Power of a Playlist, Wellness Wellplayed Workbook, Tune In, Wellness Incorporated, and My Body's Special. Available through Amazon, Barnes & Noble, and Indigo.
3. Keynote Presentations: Professional speaking engagements covering healthcare, education, technology, law enforcement, and workplace wellness topics including The Music Advantage, Music@Work, Wellness Wellplayed, and The Future of Music Therapy.
4. Wellplayed Digital Platform: Music therapy-informed digital platform launching in 2025, designed to bring powerful music therapy tools into the hands of students, caregivers, professionals, and patients. Subscription-based digital health tool.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

JB Music Therapy provides evidence-informed clinical music therapy sessions delivered by Certified Music Therapists (MTAs) across healthcare facilities, schools, workplaces, and community organizations in Calgary and online across Canada. The company complements its therapy practice with the Wellplayed digital health platform (launching 2025), published books through Tune In Press, and professional keynote presentations focused on the health, educational, and workplace applications of music.

Product overview

JB Music Therapy offers a portfolio of music therapy services and health technology products. At its core is a clinical music therapy practice delivering individual and group sessions across healthcare, education, workplaces, and community settings, serving hundreds of people weekly with over 22,000 sessions annually. The digital health platform Wellplayed translates music therapy-informed processes into structured digital experiences for independent use. The company also publishes books (Wellness, Wellplayed, Tune In, Wellness Incorporated, My Body's Special) and provides professional keynote presentations. Online services are delivered via Harmony@Home, which includes specialized group programs for different populations.

Differentiator

Problem solved

Functional benefit

Brands

• Wellplayed: Canada's first music therapy-informed digital health platform designed to help adults intentionally engage with music to support reflection, resilience, and human connection throughout everyday life.
• Tune In Press
• Harmony@Home

Products and services

• Music Therapy Services Evidence-informed clinical music therapy sessions delivered by Certified Music Therapists (MTAs) supporting health, recovery, and quality of life across healthcare, education, workplace, and community settings. Includes individual sessions, group programs, and specialized interventions (e.g., Neurologic Music Therapy, palliative care, mental health, neuro-rehabilitation, ICU).
• Harmony@Home Online Music Therapy

Quantifiable outcome

• 22,000+ music therapy sessions delivered annually
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Calgary Health FoundationcoreStrategic or Co-development Partner · 1 January 2018Partnership with Calgary Health Foundation to expand music therapy programs in Acute Care Hospitals in Calgary, supporting patients in neuro-rehabilitation, mental health, palliative care, and ICU.
• Alberta Health ServicescoreStrategic or Co-development PartnerJB Music Therapy is an approved service provider for Alberta Health Services (AHS), delivering music therapy programs across Calgary hospitals including neuro-rehabilitation, palliative care, ICU, and mental health units. Therapists are Connect Care trained and follow AHS documentation and privacy guidelines.
• National Music CentrecoreStrategic or Co-development PartnerLong-standing partnership since late 1990s with the National Music Centre (NMC), including a permanent Music & Wellness exhibition featuring JB Music Therapy and the NMC Music Therapy Initiative to expand music therapy nationally.
• University of CalgarymajorStrategic or Co-development PartnerResearch partnership with University of Calgary including Hotchkiss Brain Institute and Mathison Centre of Mental Health for music therapy research and clinical studies.
• Wilfrid Laurier UniversitymajorStrategic or Co-development PartnerMusic therapy student internship partnerships with Wilfrid Laurier University's Master of Music Therapy program.
• Canadian Association of Music Therapists (CAMT)coreStrategic or Co-development PartnerAll JB Music Therapy therapists are members of CAMT and receive MTA certification. JBMT is a recognized CAMT internship site for music therapy students.
• Revolution Music/CUBE GroupminorStrategic or Co-development PartnerPartnership for music therapy initiatives and collaborative programs.
• Canada Career CounsellingminorStrategic or Co-development PartnerPartnership for workplace wellness and career-related music therapy programs.
• Ranch Ehrlo SocietymajorStrategic or Co-development PartnerPartnership with Ranch Ehrlo Society in Regina, Saskatchewan as part of the NMC Music Therapy Initiative expansion to bring music therapy to individuals and families across Saskatchewan.
• JP Children's Hospital NICUmajorStrategic or Co-development PartnerPartnership with JP Children's Hospital NICU as part of the national expansion of the NMC Music Therapy Initiative in Saskatchewan.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• BetterHelp: Large online therapy platform delivering professional therapy services virtually. Comparable in online-delivered, credentialed therapeutic services targeting individuals, similar to JBMT's Harmony@Home offering.
• Calm: Leading consumer mental wellness and sleep app with subscription model. Comparable to Wellplayed as a subscription-based digital wellness product targeting similar workplace and consumer segments.
• Talkspace: Online therapy platform serving individuals and enterprise clients via virtual sessions. Comparable business model to JBMT's virtual clinical delivery through Harmony@Home, scaled nationally in the US.
• Headspace Health: Mass-market digital mental health and meditation platform serving consumers and employers. Relevant incumbent to Wellplayed in the consumer digital wellness category, though broader in scope than music therapy.

Direct peers

• Nordoff-Robbins Music Therapy: Internationally recognized music therapy organization running clinical music therapy centers across the US, UK, and Australia. Closest direct peer to JBMT in mission, clinical depth, and service delivery model.

Emerging players

• Yousician: Music education technology platform with subscription-based interactive lessons. Relevant adjacency given Wellplayed's digital music engagement features, though focused on music learning rather than therapy outcomes.
• Trusst (formerly 1DocWay): Digital mental health platform delivering asynchronous therapy messaging and subscription services. Comparable emerging player in digital mental health delivery models relevant to Wellplayed's B2B and consumer channels.
• Singfit (Musical Health Technologies): Music therapy technology platform focused on prescribed music for older adults and care settings. Closest peer in applying music therapy principles to digital health products, with similar focus on seniors and care facilities.

Regional players

• Wavelength Music Therapy: Calgary-based music therapy practice serving individuals and organizations. Direct regional peer offering similar clinical music therapy services in the same Alberta market.
• Maple: Canadian telehealth platform connecting patients with healthcare providers virtually. Comparable as a Canada-based virtual care delivery business serving the same healthcare and consumer wellness segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/jbmusictherapy
• YouTubeyoutube.com/user/jbmusictherapy?feature=mhee
• Facebookfacebook.com/jbmusictherapy
• LinkedInlinkedin.com/in/jenniferbuchananinc
• Instagraminstagram.com/jbmusictherapy

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

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 JB Music Therapy