Sunrise Wellness

What Sunrise Wellness does

Sunrise Wellness is a Minnesota-based therapy and wellness practice operating four clinic locations (Otsego headquarters, Bloomington, Isanti, and St. Paul) plus a teletherapy service line, staffed by 17+ licensed clinicians including LMFTs, LPCCs, LADCs, a PsyD, and pre-licensed therapists. The practice delivers evidence-based therapy for individuals, couples, and families ages 3 and up, with deep specialization in trauma-informed care using EMDR, Trauma-Focused CBT, Brainspotting, IFS, CPT, and TF-EFT, integrated with yoga, mindfulness, and exercise psychotherapy.

The company has built a distinct niche around first responder mental health, with a dedicated First Responders Program serving police officers, firefighters, EMTs, 911 dispatchers, military, and corrections personnel and their families. More than half of the clinical team brings firsthand first responder or public service experience, addressing the cultural and confidentiality barriers that deter this population from seeking care. Adjacent offerings include annual wellness checks funded by departments, commissioner-approved 30-hour Peer Support Training and 10-hour refresher courses, MN POST-approved mental wellness trainings, PERA24 disability benefits navigation, psychological testing, and an animal-assisted therapy program featuring a therapy dog named Pete.

Revenue is generated primarily through insurance reimbursements (in-network with 15+ payers including major commercial plans, Medicare, and Medical Assistance), private-pay sessions priced $90–$250, and department-funded wellness programs and training contracts. Go-to-market is a hybrid model: a direct-to-consumer Therapist Finder on the website funnels individual patients, while enterprise relationships with Minnesota police, fire, and sheriff's departments drive department-level wellness and training revenue. The company is a privately held Minnesota LLC, founder-owned and bootstrapped, with no disclosed institutional capital.

Name

Sunrise Wellness

Legal name

Sunrise Wellness LLC

Website

https://sunrisewellness.net

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sunrise Wellness is a Minnesota-based therapy practice operating four clinic locations plus teletherapy with 17+ clinicians, specializing in trauma-informed care and dedicated mental health programs for first responders and their families across the state.

Ownership category

akta.pro rank

Product category

Mental Health Therapy Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420), Offices of Mental Health Practitioners (except Physicians) (621330), Offices of Physicians, Mental Health Specialists (621112)

SIC

Services-Specialty Outpatient Facilities, Nec (8093), Services-Health Services (8000)

akta.pro primary industry

Recreation Therapy, Stress Management & Mindfulness Programs (EDALAFAO)

akta.pro secondary industry

Safety Check-Ins, Wellness Calls & Monitoring (Non-Clinical) (HSABAAAG)

Keywords

• Mental health therapy
• Trauma-informed care
• Couples and family therapy
• First responder wellness
• Child adolescent therapy

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance-Based Therapy Services: Majority of revenue comes from insurance reimbursements. In-network with Cigna, Aetna, Evernorth, United Healthcare, BlueCross BlueShield, HealthPartners, Hennepin Health, Medica, UCare, Surest, Medicare, UMR, Gravie, Optum Health, EAP, and Medical Assistance.
2. Private Pay Sessions: Self-pay patients pay out-of-pocket with session fees typically ranging from $90 to $250 depending on provider and level of care needed. HSA and FSA accepted.
3. Department-Funded Wellness Programs: Annual wellness checks for first responders are typically covered by the department. Peer support training and other department programs provide additional revenue.
4. Training and Consultation Services: Commissioner-approved 30-hour Peer Support Training, 10-hour refresher trainings, MN POST-approved mental wellness trainings, and custom training solutions for departments and conference settings.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Sunrise Wellness operates a therapy and wellness practice delivering individual, couples, family, and child/adolescent mental health services from four Minnesota clinic locations (Otsego, Bloomington, Isanti, St. Paul) and via Teletherapy. The practice is anchored in trauma-informed care using evidence-based modalities (EMDR, TF-CBT, Brainspotting, CPT, IFS, TF-EFT) and integrates yoga, mindfulness, exercise psychotherapy, and a therapy dog. It runs a dedicated First Responder Program with annual wellness checks, PERA24 benefits navigation, and commissioner-approved Peer Support Training delivered to public-safety departments.

Product overview

Sunrise Wellness is a therapy and wellness practice offering a comprehensive suite of mental health services for individuals, couples, families, and first responders. The core offering consists of therapy services (individual, couples, and family) for clients ages 3 and up, complemented by specialized programs including trauma-informed care using evidence-based approaches (EMDR, Trauma-Focused CBT, Brainspotting), a dedicated First Responders Program with wellness checks and peer support training, mindfulness and yoga-based integrative wellness, child and adolescent therapy, teen and young adult services, substance use and addiction support, and psychological testing. The practice also offers Pete the Support Dog for animal-assisted therapy sessions. All services are available in-person at their Minnesota locations (Otsego, Bloomington, Isanti, and St. Paul) and via Teletherapy.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual, Couples, and Family Therapy Outpatient therapy services for clients ages 3 and up, including individual, couples, and family therapy supporting every stage of life from early childhood through retirement, delivered in-person at four Minnesota clinics and via Teletherapy.

Quantifiable outcome

• Wellness checks focus on early identification and management of stress before it escalates
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Cerebral: Telehealth mental health provider focused on anxiety, depression, and ADHD with medication management. Overlaps with Sunrise's general mental health offerings and competes for the same self-pay and insurance-reimbursed patient pools.
• Brightside Health: Telehealth mental health platform offering therapy and medication services with a focus on depression and anxiety. Comparable to Sunrise's general outpatient therapy services and competes for the same insurance-reimbursed patient segment.
• Cordico: First responder wellness platform offering proprietary apps and content for law enforcement, fire, and EMS agencies. Comparable to Sunrise's PERA24/peer support training services, but delivered as a scalable SaaS platform rather than in-person therapy.
• Grow Therapy: Therapist marketplace and insurance billing platform enabling independent providers to build in-network practices. Comparable to Sunrise's insurance-based model but with a tech-enabled marketplace layer that could attract therapists away from independent practices.
• Aspiro Adventure Therapy: Wisconsin-based outpatient mental health provider offering therapy with integrative and experiential approaches. Comparable to Sunrise's integrative wellness model (combining traditional therapy with mind-body techniques) and operates in a neighboring Midwest region.

Broad incumbents

• BetterHelp: Largest online therapy platform connecting consumers to licensed therapists via subscription. Competes with Sunrise Wellness's teletherapy arm on price, convenience, and breadth of provider network, particularly for the self-pay consumer segment.
• Lyra Health: Workplace mental health benefits provider combining therapy, coaching, and medication management for employees of mid-market and enterprise customers. Directly competes for the same payer-funded patient flow that Sunrise receives through insurance and EAP relationships.
• Talkspace: Online therapy and psychiatry platform serving both direct consumers and enterprise clients through EAP relationships. Comparable to Sunrise's insurance-based therapy model but with national reach and enterprise contracts that directly compete for employer and payer dollars.
• Spring Health: Enterprise mental health benefits platform offering therapy, coaching, and crisis support to employees through employer contracts. Competes with Sunrise for the same employer/EAP-sourced patient referrals and may also be a future partner channel for first responder programs.

Direct peers

• mnFIRE Initiative: Minnesota-based program specifically created to address the mental health and wellness needs of firefighters and their families. Sunrise Wellness's Program Manager (Frankie Jo McNallan) previously worked at mnFIRE, making it a closely comparable state-level first responder mental health program.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Sunrise Wellness