Loose Change
Loose Change is a Toronto-based financial therapy practice founded in 2001 that combines therapeutic techniques with financial counseling for individuals, couples, and artists, offering one-on-one sessions, workshops, and tax services.
- Company typePrivate
- Founded2001
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Loose Change does
Loose Change is a Toronto-based financial therapy practice founded in 2001 by Amanda Mills. The practice combines therapeutic techniques with financial guidance, serving individuals and couples seeking to address the psychological and behavioral dimensions of their financial lives. Service offerings include one-on-one counseling, couples counseling, support groups, and workshops, with pricing of approximately $90+HST for 45-minute phone sessions and $120/hour for in-person sessions. A 3-day workshop is priced at $275.
The business operates as a small professional services firm with an 11-50 employee footprint per firmographic data, though the practice appears to be a micro-practice anchored by its founder. The company has extended its reach through several channels: workshops delivered in Ottawa beyond the Toronto home market, an Employee Assistance Program (EAP) channel providing institutional access to corporate clients, and the Artbooks sub-brand launched in 2004 to provide tax preparation services tailored to artists. Amanda Mills has co-authored a book on a financial toolkit for therapists, reinforcing category authority.
The practice was on hiatus from accepting new clients until the end of 2023. Revenue is not disclosed, and the company is privately held with no external funding. The business model is straightforward fee-for-service professional services with no recurring subscription component, no technology platform, and no AI/ML capabilities evident in the input data.
Loose Change firmographics
Firmographics- Name
- Loose Change
- Legal name
- Loose Change Inc.
- Website
- https://loosechange.ca
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Loose Change is a Toronto-based financial therapy practice founded in 2001 that combines therapeutic techniques with financial counseling for individuals, couples, and artists, offering one-on-one sessions, workshops, and tax services.
- Ownership category
- akta.pro rank
Loose Change industry classification
Industry- Product category
- Financial Therapy and Counseling Services
- NAICS
- Other Individual and Family Services (624190)
- SIC
- Services-Management Consulting Services (8742), Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- Financial Hardship & Forbearance Assistance (FSAEAFAJ)
- akta.pro secondary industry
- Debt Restructuring & Workout Advisory (Consumer & SME) (FSAEAFAH)
Keywords
Where Loose Change is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Loose Change business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Individual Therapy Sessions: 45-minute financial therapy phone sessions at $90+HST. Phone sessions are offered September to mid-February. Sessions are paid in advance by credit card or E-transfer. In-person sessions are priced at $120/hour with 1.5-hour appointments costing $180. Package deals for 3 or 5 sessions are available.
- Workshops and Group Programs: Group workshops including Money Myths series, Financial Group Therapy, Women & Money Weekend Workshop, and Freelancer Financial Tune-up. Workshop pricing varies (e.g., $275 for 3-day Freelancers' Financial Tune-up).
- EAP (Employee Assistance Program) Services: Corporate clients pay for employee financial therapy services through EAP programs, which cover up to $400/year per employee. Loose Change charges $120/hour with 1.5-hour appointments ($180 total).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Phone sessions - $90+HST for 45 minutes |
| Unit Pricing | Pay-as-you-go | In-person appointments - $120/hour |
| Unit Pricing | Pay-as-you-go | Freelancers' Financial Tune-up - $275 for 3-day workshop |
| Freemium | Pay-as-you-go | Free half-hour phone consultation |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Loose Change product offering
Product offeringCore offering
Loose Change is a Toronto-based financial therapy practice founded in 2001 by Amanda Mills that delivers one-on-one counselling, couples counselling, financial support groups, and structured workshops (Money Myths series, Financial Group Therapy, Women & Money, Freelancer 101) to individuals and couples experiencing financial stress. The practice also offers Employee Assistance Program (EAP) services to corporate clients and operates an associated tax-preparation service (Artbooks) for the same client base.
Product overview
Loose Change Inc. is a Toronto-based financial therapy practice offering services where money and feelings meet. The core offering centers on Financial Therapy — combining therapeutic and business management techniques to help clients address the emotional roots of financial issues. The service portfolio includes one-on-one counselling, couples counselling, and financial support groups as the primary service delivery modes. Supplementary offerings include multiple workshop formats (Money Myths series, Financial Group Therapy, Women & Money, Freelancer 101), the Artbooks tax preparation sub-brand for artists, free Test Drive consultations, and EAP-approved counselling services. The company was founded by Amanda Mills and operates from Suite 513, 720 Spadina Avenue, Toronto.
Differentiator
Problem solved
Functional benefit
Brands
- Artbooks: A division of Loose Change Inc. providing tax preparation for self-employed artists and entrepreneurs. Specializes in a mindful approach to empower clients, de-stigmatize taxes and offer practical solutions for Canada's arts and culture industries.
Products and services
- One-on-One Financial Counselling Individual therapeutic financial counselling for adults experiencing money-related stress, anxiety, or avoidance behaviors. Delivered by Amanda Mills as a Registered Therapeutic Counsellor.
- Couples Financial Counselling Joint financial counselling for couples experiencing money conflict, divergent money styles, or financial stress that affects the relationship.
- Financial Support Groups Group-format financial support meetings for individuals seeking peer-based support around money issues.
- Money Myths Workshop Series Multi-session workshop series (Money Myths 1, Money Myths 2, and a Weekend Workshop) that examines common financial myths and re-frames clients' relationships with money.
- Financial Group Therapy Therapeutic group-format workshop that combines counselling techniques with money management discussion for participants.
- Women & Money Workshop Workshop tailored to women that addresses money issues including confidence, negotiation, and household financial dynamics.
- Money 101 for Freelancers (Freelancer 101) Workshop aimed at freelancers and self-employed individuals to manage irregular income, separate personal and business finances, and address freelancer-specific money challenges.
- Employee Assistance Program (EAP) Financial Counselling Contracted financial counselling service provided to employees of organizations that have purchased EAP coverage through the practice.
- Artbooks Tax Preparation Tax preparation service offered through Artbooks to clients of the practice, supporting freelancers, self-employed individuals, and small-business clients with their personal and small-business tax filings.
- Free Test Drive Consultation Free introductory consultation offered to prospective clients to experience the practice's counselling approach before committing to paid sessions.
Quantifiable outcome
- Over 90% of Women & Money Weekend Workshop participants experienced a shift in their relationship to money and felt less victimized by money
- +1 more outcomes
Companies that use Loose Change
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Loose Change technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Loose Change partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ArtbooksminorArtbooks is a division of Loose Change Inc. Artbooks provides tax preparation services for self-employed artists and entrepreneurs, specializing in the arts and culture industries across Canada. Artbooks operates from the same address (720 Spadina Avenue, Suite 513) and shares phone/fax with Loose Change.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Loose Change competitors and assessment
Company assessmentBroad incumbents
- Financial Finesse: A financial wellness provider focused on employer and EAP channels, offering financial coaching to employees — directly comparable to Loose Change's EAP revenue stream and workshop delivery model.
- Money Management International: One of the largest US credit counseling agencies offering financial counseling, debt management plans, and financial education — a scaled incumbent operating in adjacent consumer financial counseling.
- GreenPath Financial Wellness: A large, established nonprofit credit counseling and financial wellness provider serving consumers via EAPs and direct channels — comparable as a scaled provider in the financial counseling/credit advisory space where Loose Change operates.
Direct peers
- The Financial Gym: A financial coaching and training service offering structured one-on-one coaching programs targeting behavioral and emotional aspects of money management, similar to Loose Change's counseling approach.
- Money Coaching Canada: A Canadian financial coaching practice providing individual coaching, workshops, and money management education — the closest geographic and service-model peer to Loose Change in the Canadian market.
- Kinder Wealth: A financial therapy practice offering one-on-one and couples financial therapy, combining therapeutic and financial planning methodologies — directly comparable to Loose Change's core service model.
Emerging players
- Worthmore: A financial coaching service focused on women and underserved audiences, combining coaching with financial planning — overlapping with Loose Change's Women & Money programming and couples/family segment.
Regional players
- Credit Canada: A Canadian credit counseling and debt management nonprofit offering counseling, workshops, and financial education — a comparable Canadian peer in the consumer financial counseling space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Loose Change social profiles
Digital presenceLoose Change financial estimates
Financial estimateRevenue estimate
Valuation estimate
Loose Change leadership team
Management profileNumber of profiles
Profiles1 record
Loose Change subsidiaries and ownership
Company hierarchySubsidiaries1 record
Loose Change funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Loose Change M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Loose Change
What does Loose Change do?
Loose Change is a Toronto-based financial therapy practice founded in 2001 by Amanda Mills that delivers one-on-one counselling, couples counselling, financial support groups, and structured workshops (Money Myths series, Financial Group Therapy, Women & Money, Freelancer 101) to individuals and couples experiencing financial stress. The practice also offers Employee Assistance Program (EAP) services to corporate clients and operates an associated tax-preparation service (Artbooks) for the same client base.
Is Loose Change a public or private company?
Loose Change is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Loose Change founded?
Loose Change was founded in 2001. It employs 11 to 50 people.
Where is Loose Change based?
Loose Change is headquartered in Toronto, Canada, in the North America region.
How does Loose Change make money?
Three revenue lines are on record. Individual Therapy Sessions are the primary driver. The others are workshops and Group Programs and EAP (Employee Assistance Program) Services.
Who are Loose Change's main competitors?
Broad incumbents on record are Financial Finesse, Money Management International and GreenPath Financial Wellness. Direct peers are The Financial Gym, Money Coaching Canada and Kinder Wealth. Worthmore is listed as an emerging player. Credit Canada is listed as a regional player.
Does Loose Change have an API?
No public API is recorded for Loose Change.
What industry is Loose Change in?
Loose Change's product category is Financial Therapy and Counseling Services. Its primary akta.pro industry code is FSAEAFAJ, Financial Hardship & Forbearance Assistance, with a secondary code of FSAEAFAH, Debt Restructuring & Workout Advisory (Consumer & SME). Its NAICS code is 624190 and its SIC code is 8742.