Amaryllis Counseling

What Amaryllis Counseling does

Amaryllis Counseling is a private, founder-led mental health practice organized as a South Carolina LLC, founded in 2019 by Elizabeth Serricchio and co-owned with Laura Davis. The practice provides individual therapy, family and couples therapy, adolescent therapy, complex trauma treatment, and substance use disorder counseling, with specialized evidence-based modalities including EMDR, TF-CBT, and CPT. Its primary segment is the LGBTQ+ community in the Upstate region of South Carolina, though it serves all of South Carolina and welcomes non-LGBTQ+ clients; a distinctive capability is the provision of gender-affirming care documentation such as HRT and surgery letters. Services are delivered in-person at a single Greenville office (30 Pointe Circle) and via tele-therapy, using a third-party client portal (clientsecure.me) for intake, scheduling, and document management; the underlying technology is commodity SaaS with no proprietary platform or AI components.

The business model is direct-to-consumer fee-for-service. The practice bills major commercial insurance and Medicaid (with Medicare enrollment in progress), offers self-pay at a published fee schedule, and provides income-based sliding scale plus supervised intern sessions at $30 per session. Pricing is per session rather than subscription, and there are no disclosed enterprise contracts, payer capitations, or B2B revenue streams. Acquisition channels are organic social (Facebook, Instagram), the company website, and a formal provider referral network. There is no evidence of external investment, M&A activity, or institutional ownership; the company remains a small, privately held clinical practice with approximately 15 team members, including 12 billable clinicians, a quality assurance coordinator, an intern coordinator, and a billing specialist.

Name

Amaryllis Counseling

Legal name

Amaryllis Counseling LLC

Website

https://amarylliscounseling.org

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Amaryllis Counseling is a private South Carolina mental health practice founded in 2019 that provides individual, family, couples, and adolescent therapy with a primary focus on LGBTQ+ affirming care, including gender-affirming HRT and surgery letters, delivered in-person in Greenville and via tele-therapy statewide.

Ownership category

akta.pro rank

Product category

Mental Health Counseling Services

NAICS

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

SIC

Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Outpatient Mental Health & Counseling Clinics (HLAFABAC)

akta.pro secondary industry

Mental Health Counseling & Psychotherapy Services (EDALAFAB)

Keywords

• Mental health counseling
• Lgbtq affirming therapy
• Trauma therapy services
• Family and couples counseling
• Tele-therapy services

Headquarters

HQ city

Greer

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Insurance-Based Therapy Services: The practice accepts all major commercial insurances and Medicaid, billing for covered therapy sessions. Medicare enrollment is in progress.
2. Self-Pay Services: For clients without insurance coverage, the practice offers self-pay options with a published fee schedule. Sessions with interns are available at a reduced rate of $30.
3. Sliding Scale Services: Income-based sliding scale fees available for qualifying clients to ensure accessibility to mental health services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Amaryllis Counseling is an outpatient mental health counseling practice delivering individual therapy, family and couples therapy, adolescent therapy, complex trauma therapy, substance use disorder treatment, and LGBTQ+ affirming therapy (including HRT and gender-affirming surgery letters) via licensed therapists in-person at its Greenville, SC office and through tele-therapy. Services are billed per session using insurance, self-pay, sliding scale, and $30 supervised intern sessions.

Product overview

Amaryllis Counseling is a counseling practice offering a comprehensive range of mental health services centered around individual, family, couples, and adolescent therapy. Their service portfolio includes specialized treatments for complex trauma and substance use disorders, delivered through various evidence-based therapeutic modalities including EMDR, Trauma-Focused Cognitive Behavioral Therapy (TFCBT), and Cognitive Processing Therapy (CPT). The practice has a particular focus on LGBTQ+ affirming care, providing gender-affirming letters and creating safe spaces for the queer community. Services are delivered in-person or via tele-therapy, with affordability options including intern sessions at $30 and sliding scale pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Therapy One-on-one therapy sessions providing personalized mental health support for individuals navigating anxiety, depression, trauma, life transitions, and other personal struggles, delivered by licensed therapists in-person or via tele-therapy.
• Family and Couples Therapy Therapy services focused on improving communication, resolving conflicts, and strengthening relationships within families and couples.
• Adolescent Therapy Specialized therapeutic support for teenagers addressing mental health challenges, family dynamics, and developmental transitions.
• Complex Trauma Therapy Therapeutic treatment for individuals who have experienced complex or repeated traumatic experiences, utilizing evidence-based trauma modalities such as EMDR, TF-CBT, and CPT.
• Substance Use Disorder Treatment Counseling services for individuals struggling with substance use disorders, including both inpatient and outpatient approaches delivered by licensed addiction counselors.
• LGBTQ+ Affirming Therapy Specialized therapy services for LGBTQ+ individuals providing a safe, affirming environment with culturally competent care, including gender-affirming surgery and HRT letters.
• Tele-Therapy Remote therapy sessions offered via video, providing accessible mental health services for clients who prefer virtual appointments.
• Sliding Scale and Intern Sessions Reduced-cost therapy sessions with supervised therapist interns available for $30, and sliding scale pricing for qualifying clients.

Quantifiable outcome

• Scheduling typically within 24-48 hours depending on response time and therapist availability
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Folx Health: Virtual healthcare and therapy provider built specifically for the LGBTQ+ community, offering gender-affirming care and mental health services. Directly comparable LGBTQ+ affirming focus and telehealth delivery model, though operating at national scale rather than regional.
• Pride Counseling: A dedicated online therapy platform serving the LGBTQ+ community, providing counseling access via licensed therapists. Closest direct comparability in combining LGBTQ+ affirming care with a telehealth delivery model.

Broad incumbents

• Talkspace: Large national online therapy platform serving individuals, couples, and teens across many concerns. Competes for the same tele-therapy demand but as a broader portfolio player, not specialized to LGBTQ+ care.
• BetterHelp: Largest consumer telehealth therapy brand, operated by Teladoc. Overlaps on tele-therapy, therapist matching, and self-pay plus insurance options, but lacks Amaryllis's depth in LGBTQ+ affirming and gender-affirming specialty.
• Thriveworks: Multi-state outpatient therapy and psychiatry provider combining in-person and telehealth services with broad insurance acceptance. Comparable full-service therapy practice model at greater geographic scale.

Emerging players

• Charlie Health: Virtual mental health provider specializing in teens, young adults, and families with complex mental health needs including trauma and substance use. Comparable adolescent and family therapy focus, delivered virtually at multi-state scale.
• Open Path Psychotherapy Collective: Nonprofit network connecting clients with therapists offering sessions at reduced fees ($30-$80) nationwide. Directly comparable affordability angle similar to Amaryllis's $30 intern sessions and sliding scale.

Others

• The Trevor Project: Leading LGBTQ+ youth crisis intervention and mental health nonprofit providing chat/text/phone support and resources. Adjacent ecosystem participant addressing overlapping LGBTQ+ mental health needs, though through crisis services rather than ongoing therapy.

Regional players

• Greenville Therapy Center: Outpatient counseling practice in the Greenville, SC area offering individual, couples, and family therapy. Local Upstate SC competitor for the same in-person therapy market that Amaryllis serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/amarylliscounseling
• Instagraminstagram.com/amarylliscounseling

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Amaryllis Counseling