International Centre for Excellence in Emotionally Focused Therapy

What International Centre for Excellence in Emotionally Focused Therapy does

ICEEFT (International Centre for Excellence in Emotionally Focused Therapy) is a Canadian nonprofit headquartered in Ottawa that serves as the global authority for Emotionally Focused Therapy (EFT), an attachment-science-based psychotherapeutic approach founded by Dr. Sue Johnson (1938–2022). The organization trains, certifies, and connects mental health professionals in 40+ countries, with a membership exceeding 11,000 clinicians organized through 100+ regional communities and a global network of 89 affiliated international institutes. Its primary customers are individual therapists, counselors, and clinical psychologists seeking training and credentialing in three EFT modalities: Emotionally Focused Couple Therapy (EFCT), Emotionally Focused Individual Therapy (EFIT), and Emotionally Focused Family Therapy (EFFT).

The core intellectual property is a manualized methodology built around the EFT Tango, a five-move macro-intervention framework that structures the three stages of EFT and incorporates techniques such as the Attachment Injury Resolution Model, RISSSSC prosody, and the A.R.E. alliance framework. ICEEFT translates this methodology into a layered product suite: structured clinician training (Fundamentals, Externship, Core Skills, and Consultation courses), a multi-stage EFT Therapist Certification Program with country-tiered fees, a portfolio of authored books led by Hold Me Tight® (over 1 million copies sold across 30+ languages), and a family of Hold Me Tight® relationship education programs adapted for couples, parents, military families, and other populations. Distribution is delivered through affiliated institutes, an online store, and third-party retail.

The revenue model is hybrid and recurring in nature: annual professional membership dues, per-event training course fees, one-time certification fees (CAD $200–$600 with country-tiered pricing), book and program sales via the EFT Online Store and Amazon, and licensing of specialized Hold Me Tight® programs. Go-to-market is community-led and event-driven, anchored by 232+ upcoming training events listed on the public event calendar, an annual EFT World Summit (next scheduled for Vancouver, May 2027), and a free Find a Therapist public directory that delivers client referrals to certified members. Military and Veterans Affairs Canada partnerships indicate an institutional buyer segment layered on top of the long-tail individual clinician base.

Name

International Centre for Excellence in Emotionally Focused Therapy

Legal name

International Centre for Excellence in Emotionally Focused Therapy

Website

https://iceeft.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

ICEEFT is a Canadian nonprofit that trains and certifies 11,000+ mental health professionals in Emotionally Focused Therapy across 40+ countries, delivering structured certification pathways and training in couples, individual, and family therapy modalities.

Ownership category

akta.pro rank

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Membership Fees: Annual membership fees for mental health professionals provide access to certification resources, the Find a Therapist directory listing, quarterly newsletters, member-only website access with forums, resources, and searchable member directory. Associate and student memberships are available at reduced rates.
2. Training Course Fees: Revenue from delivering certified training courses including Fundamentals of EFT (one-day, 6+ hours), EFCT Externships (4-day, 24+ hours), EFCT Core Skills (24-48 hours), EFIT Essentials, EFIT Consultation, EFFT Essentials, and EFFT Consultation. Courses are offered both online and in-person globally through certified trainers. Many events offer Continuing Education credits.
3. EFT Certification Fees: Application review and administration fees for therapist certification. Standard rate is CAD $600, with discounted rates for applicants from lower-income countries: $400 CAD for GNI $20,000-$30,000 and $200 CAD for GNI under $20,000.
4. Books and Publications Sales: Sales of Dr. Sue Johnson's books including Hold Me Tight (over 1 million copies sold, translated into 30 languages), Love Sense, Attachment Theory in Practice, The Practice of Emotionally Focused Therapy, Emotionally Focused Family Therapy, A Primer for Emotionally Focused Individual Therapy, and The Hold Me Tight Workbook. Also includes EFT training videos and Hold Me Tight program materials.
5. Hold Me Tight Program Materials: Sales of specialized program materials including the Hold Me Tight Relationship Education Program, Created for Connection (Christian couples), Hold Me Tight/Let Me Go (families with teens), Hold Me Tight/Let Me Be Me (parents and adult children), and Healing Hearts Together (cardiac disease couples).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

ICEEFT is a nonprofit professional membership organization that trains, certifies, and supports mental health professionals in Emotionally Focused Therapy (EFT) across three modalities: EFCT for couples, EFIT for individuals, and EFFT for families. The organization delivers structured training pathways (Externships, Core Skills, Essentials, Consultation), certification programs, an online store of books and program materials, a public therapist directory, and an annual EFT World Summit.

Product overview

ICEEFT offers a comprehensive ecosystem of Emotionally Focused Therapy products and services centered around three core modalities: EFCT (Emotionally Focused Couple Therapy), EFIT (Emotionally Focused Individual Therapy), and EFFT (Emotionally Focused Family Therapy). The organization provides structured training pathways including Fundamentals courses, Externships, Core Skills, and Consultation programs leading to certification. Key offerings include the Hold Me Tight® Program family with multiple adaptations (Hold Me Tight® Online, Created for Connection® for Christian couples, Hold Me Tight®/Let Me Go for families with teens, Hold Me Tight®/Let Me Be Me for parents and adult children, Hold Me Tight®/Hold Me Just Right for sexual connection, and Healing Hearts Together for couples with cardiac disease). Additional services include a Find an EFT Therapist directory, an online store, and an extensive EFT Online Library with articles, chapters, and research. The organization publishes foundational books by Dr. Sue Johnson and offers ICEEFT certification for therapists in all three modalities.

Differentiator

Problem solved

Functional benefit

Brands

• EFCT (Emotionally Focused Couple Therapy): EFT modality for couples therapy, including Externship and Core Skills training courses leading to certification.
• EFIT (Emotionally Focused Individual Therapy)
• EFFT (Emotionally Focused Family Therapy)
• Hold Me Tight®
• Hold Me Tight® Online
• Created for Connection®

Products and services

• EFCT - Emotionally Focused Couple Therapy

Quantifiable outcome

• 70-75% of couples move from distress to recovery; ~90% show significant improvements after EFCT
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Veterans Affairs CanadacoreStrategic or Co-development PartnerDr. Sue Johnson consulted to Veterans Affairs Canada on applying Emotionally Focused Therapy to support military personnel and veterans. This partnership contributed to program development for serving members and families facing deployment-related stress and PTSD.
• U.S. MilitarycoreStrategic or Co-development PartnerDr. Sue Johnson consulted to the U.S. military on developing emotionally focused interventions for military couples and families. This collaboration informed the 'Becoming a couple again: A post-deployment program for military couples' program developed with Dr. K. Rheem.
• Canadian MilitarycoreStrategic or Co-development PartnerDr. Sue Johnson consulted to the Canadian military on applying attachment science and EFT to support military families. This partnership contributed to resilience-building programs for personnel and families.
• 89 International Institutes and Affiliated CenterscoreChannel Partner/ Reseller/ DistributorICEEFT's global network includes 89 international institutes and affiliated centers that practice and teach EFT. These organizations deliver ICEEFT-approved training, maintain certification standards, and expand EFT accessibility worldwide. Trainers include certified EFT therapists and supervisors operating independently under ICEEFT standards.
• Alliant UniversityminorStrategic or Co-development PartnerDr. Sue Johnson served as Distinguished Research Professor at Alliant University in San Diego, California, contributing to academic research and training in psychology and couple therapy.
• University of OttawaminorStrategic or Co-development PartnerDr. Sue Johnson served as Professor Emeritus, Clinical Psychology at the University of Ottawa, Canada, contributing to academic training and research in clinical psychology and emotionally focused therapy.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• American Association for Marriage and Family Therapy (AAMFT): AAMFT is the U.S. professional association representing marriage and family therapists, providing credentials, training, and continuing education. Broad incumbent serving the same therapist audience with a wider portfolio of credentialing and advocacy rather than specializing in a single modality.
• Talkspace: Talkspace is an online therapy platform providing access to licensed therapists through subscription-based services. Broad incumbent in mental health services delivery competing for the same client-therapist matching flow as ICEEFT's directory.
• BetterHelp: BetterHelp is a leading online therapy platform operating a large therapist network and serving consumers seeking therapy. Broad incumbent in mental health services delivery that overlaps with ICEEFT's directory function for client acquisition but competes across all therapy modalities.
• American Psychological Association: The APA is the largest professional organization representing psychologists in the U.S., offering credentials, continuing education, and publications. Broad incumbent serving a wider professional audience with advocacy and credentialing rather than a single therapeutic modality.
• Psychology Today: Psychology Today operates the largest public therapist directory alongside ICEEFT's Find a Therapist directory. Broad incumbent across all therapy modalities that competes for the same therapist directory user flow and offers similar search-based consumer service.

Direct peers

• Imago Relationships International: Imago Relationships International provides training, certification, and clinical workshops in Imago Relationship Therapy for couples therapists. Direct peer in the relationship therapy training and certification space, serving a similar mental health professional audience.
• The Gottman Institute: Founded by Drs. John and Julie Gottman, the Gottman Institute offers couples therapy training, certification, books, and a therapist referral directory. Direct competitor to ICEEFT in evidence-based couples therapy training and certification, with overlapping target market of licensed mental health professionals.
• Couples Institute: Couples Institute provides training, certification, and counseling services for couples therapists, with attachment-based and emotionally focused approaches. Direct peer in couples therapy training serving similar professional audiences with overlapping curriculum offerings.
• Prepare/Enrich: Prepare/Enrich offers couples assessment tools and facilitator training for premarital and marriage enrichment programs. Direct peer serving couples therapists with relationship-focused training, though with an assessment-based approach rather than a single therapeutic modality.

Emerging players

• GoodTherapy: GoodTherapy operates an online therapist directory and publishes mental health resources, serving a similar therapist-client matching function to ICEEFT's Find a Therapist directory but across all modalities. Emerging player with partial overlap in directory services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/iceeft
• Facebookfacebook.com/ICEEFT
• LinkedInlinkedin.com/company/iceeft

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about International Centre for Excellence in Emotionally Focused Therapy