Neurofeedback Training Co.

What Neurofeedback Training Co. does

Neurofeedback Training Co., founded in 2011 by psychotherapist Natalie Baker (MA, LMHC), is a private, founder-owned New York-based distributor and service provider built exclusively around the NeurOptimal Dynamical Neurofeedback System developed by Zengar Institute. The company is an authorized sales representative, certified training provider, and the operator of what it describes as the largest nationwide home-rental fleet for NeurOptimal equipment in the United States. Its core technology is a second-generation, FDA-cleared (General Wellness, 2018) dynamical neurofeedback platform that monitors EEG brainwave activity 256 times per second across 20 frequency bands and delivers millisecond auditory feedback through music interruptions, enabling the brain to self-regulate without protocol setting or a pre-session QEEG brain map.

The business is multi-revenue-stream: monthly home rentals ($650-$950 across Standard/Premium/Unlimited tiers, each supporting up to six family members), a 1-year lease exclusive to the company, retail equipment sales ($7,600-$11,000 with zero-interest financing from $340/month), in-office sessions at three US clinics (NYC $150, Parker/Denver $130-$150, Los Angeles), and professional certification courses ($660-$750 per cohort, next online session April 11-12, 2026). Distribution is direct-to-consumer exclusively via the company website and FedEx shipping to all 50 US states and Canada, with free 15-minute consultations, an in-house education portal, webinars, blog, YouTube, and organic social channels driving top-of-funnel demand and a referral program closing the loop.

The company serves stressed adults, families with children needing non-pharmaceutical support for ADHD, anxiety, and sleep issues, mental-health clinicians seeking an adjunctive service, and rehabilitation clinics. It claims 1,400+ customers served across 18+ countries in 14 years, a 20+-trainer team of Master's-level certified practitioners, and a customer base anchored on a recurring-rental model supplemented by one-time purchase and certification revenue. Operations and brand authority are concentrated in the founder, and the company has not raised institutional capital.

Name

Neurofeedback Training Co.

Legal name

Neurofeedback Training Company

Website

https://neurofeedbacktraining.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Neurofeedback Training Co. is a New York-based, founder-owned distributor and service provider of the NeurOptimal Dynamical Neurofeedback brain-training platform, offering nationwide home rentals, retail equipment sales, in-office sessions, and certification courses to families, individuals, and clinicians across the US and Canada.

Ownership category

akta.pro rank

Product category

Brain Training Services

NAICS

Educational Support Services (61171), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Executive Functioning & Self-Regulation Coaching (OT) (EDAKAFAI), ADHD/Executive Function & Organization Coaching (Academic) (EDANAFAC)

Keywords

• Neurofeedback training
• Brain training services
• EEG biofeedback
• Home neurofeedback rental
• Certification training

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Home Neurofeedback Equipment Rental: Customers rent NeurOptimal neurofeedback systems monthly. Three plan tiers: Standard ($650/month), Premium ($850/month), Unlimited ($950/month). Plans support 1-6 family members. Monthly per-session cost ranges from $30-$65 depending on plan. Rental includes certified trainer coaching, onboarding support, weekly check-in calls, progress tracking tools, and 24/7 online support. Free pickup/dropoff at NYC clinic; equipment ships via FedEx throughout the US and Canada (2-month minimum for Canada).
2. 1-Year Neurofeedback Equipment Lease: Exclusive long-term lease program at the lowest per-session cost. Unlimited sessions for up to 6 people. Includes unlimited tech support, personalized tracking tools, and the full NeurOptimal 3 system. Sold exclusively by Neurofeedback Training Co.
3. NeurOptimal System Purchase (Retail): Sale of NeurOptimal neurofeedback equipment directly to consumers and healthcare professionals. Purchase price ranges from $7,600-$11,000 depending on bundle (personal vs. professional). Zero-interest financing available from $340/month. No ongoing membership fees. As NeurOptimal sales representatives since 2016, the company supports both individual buyers and professionals setting up neurofeedback clinics.
4. In-Office Neurofeedback Sessions: In-person neurofeedback sessions at company-owned or affiliate clinic locations. NYC sessions: $150/session (first appointment ~1 hour; follow-ups ~45-50 minutes; 33-min training). Denver/Parker, CO sessions: ~$130/session with Jennifer Tierney. Session includes personalized training review with a certified NeurOptimal trainer. Out-of-network insurance receipts provided for NYC clients.
5. NeurOptimal Certification Training: NeurOptimal Basic Certification Course facilitated by founder Natalie Baker. Two delivery formats: Online (April 11-12, 2026; 11AM-5PM ET; $750) with flexible modules, live Q&A, and post-certification support; In-person NYC (TBA 2025) with hands-on practice and demonstrations. Certification is valid for 3 years. Curriculum covers neurofeedback history, dynamical neurofeedback principles, system operation, client communication, and business essentials. Enrollment includes exclusive bonus content: recorded interviews with NeurOptimal creator Dr. Valdeane Brown.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Neurofeedback Training Co. distributes the NeurOptimal Dynamical Neurofeedback System to individuals, families, and clinics via a home rental program, long-term lease, direct equipment purchase, and in-office brain training sessions. The company provides certified trainer support, progress tracking, and professional certification courses as part of its offering. The core NeurOptimal technology uses real-time EEG monitoring and millisecond auditory feedback to enable the brain to self-regulate without protocol-based intervention.

Product overview

Neurofeedback Training Co. offers a portfolio of programs centered around the NeurOptimal Dynamical Neurofeedback System, a second-generation brain training technology that provides real-time feedback to the brain through music interruptions. The core offerings include: Home Rental Program (monthly rentals of NeurOptimal equipment with trainer support), In-Office Sessions (in-person training at NYC clinic), System Purchase (buying NeurOptimal for home or professional use), and 1-Year Lease Program (long-term unlimited training option). Supporting offerings include NeurOptimal Basic Certification Course for professionals and the My Neuroptimal Companion App for progress tracking. All programs use the same NeurOptimal Dynamical Neurofeedback technology - the company does not offer different tiers or versions of the core neurofeedback system itself.

Differentiator

Problem solved

Functional benefit

Products and services

• NeurOptimal Dynamical Neurofeedback System A fully automated, non-linear dynamical neurofeedback system for brain training. Uses real-time EEG sensors to monitor brainwave activity and delivers auditory feedback through music interruptions when the brain exhibits maladaptive patterns, enabling self-optimization without requiring brain mapping or practitioner-set protocols.
• Home Rental Program Monthly rental program allowing customers to train at home with the NeurOptimal system. Includes professional-grade equipment, certified trainer support, and personalized programs. Monthly cost ranges from $650-950 with per-session costs as low as $30-65. Plans support 1-6 family members.
• System Purchase

Quantifiable outcome

• Clients typically see symptom score reductions of ~3 points on self-reporting checklists within the first 8-10 sessions (e.g., 'Difficulty concentrating' dropping from 9 to 6).
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core and moderate.

• Zengar Institute (NeurOptimal)coreTechnology or IntegrationZengar Institute, founded by Drs. Sue and Val Brown, is the developer and owner of the NeurOptimal neurofeedback technology. Neurofeedback Training Co. is an authorized NeurOptimal sales representative and certified NeurOptimal training provider. The company exclusively distributes and supports NeurOptimal systems through its home rental, purchase, and certification programs. NeurOptimal received FDA General Wellness Device designation in 2018.
• Amen ClinicsmoderateStrategic or Co-development PartnerFounder Natalie Baker is listed as an Amen Clinic Brain Health Professional. Amen Clinics is a recognized leader in brain health assessment and treatment using brain SPECT imaging. This affiliation provides credibility and cross-referral opportunities within the functional medicine and brain health community.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BrainMaster Technologies: Manufactures and sells EEG-based neurofeedback equipment to clinicians and home users. Comparable product category (neurofeedback hardware + software), though focused more on clinical/professional buyers than the consumer rental model.
• Myndlift: Direct-to-consumer neurofeedback platform offering remote/home neurofeedback training with certified clinician support. Operates the same NeurOptimal-based business model with a digital-first GTM and competes head-to-head for the home rental customer.
• EEG Info: Long-standing neurofeedback education and equipment provider offering clinician training and QEEG-based systems. Comparable in offering neurofeedback certification courses and equipment sales to professionals and consumers.
• Peak Brain Institute: Operates neurofeedback training centers and home programs focused on performance optimization and ADHD. Directly comparable in targeting stressed professionals and families with brain training services.
• Neurofield: Provides neurofeedback equipment (NeuroField) and clinician training programs. Comparable product/business model overlap in selling neurofeedback hardware, software, and certification courses to professionals.

Emerging players

• Muse (Interaxon): Consumer EEG headband and meditation app focused on attention, sleep, and stress. Targets the same stressed-professional and wellness customer with a lower-priced, app-driven brain training alternative.
• Mente Autism: Home neurofeedback device specifically for children with autism. Highly comparable in targeting the pediatric/family neurofeedback segment that drives 50-60% of Neurofeedback Training Co.'s rentals.

Broad incumbents

• Amen Clinics: Established brain health network using SPECT imaging and complementary interventions. Founder Natalie Baker is an Amen Clinics Brain Health Professional, indicating direct affiliation; serves overlapping brain-health and mental wellness customers at much larger scale.
• BetterHelp: Largest online mental health platform. Different modality (talk therapy vs. neurofeedback), but addresses the same end customer demand for accessible, remote mental wellness support and competes for the same consumer wallet.

Regional players

• Great Lakes Neurofeedback: Regional US provider of clinical neurofeedback services and training. Comparable offering (clinic-based neurofeedback sessions and clinician education) but concentrated in the Midwest rather than competing nationally.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC5EyIf7JPxMy3uKDAAq6B-u9blPvNSTbQ
• Facebookfacebook.com/NeurofeedbackNY
• Instagraminstagram.com/neurofeedbacktrainingco
• Pinterestpinterest.com/neurofeedbacktraining
• Xx.com/neurofeedbackny
• LinkedInlinkedin.com/company/neurofeedback-rental

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Neurofeedback Training Co.