Potter Counseling and Consulting

What Potter Counseling and Consulting does

Potter Counseling & Consulting is a privately held mental health counseling practice operating as Potter Counseling & Consulting, PLLC, a North Carolina Professional Limited Liability Company founded in 2016 by Erik Potter, a Licensed Clinical Mental Health Counselor Supervisor. The practice delivers outpatient therapy across three core service lines — individual counseling, children and adolescent counseling, and couples counseling — supplemented by reduced-fee sliding-scale services and clinical supervision for licensure-track clinicians. Service delivery is conducted in person at offices in Durham and Chapel Hill, NC, and via telehealth across the state of North Carolina.

The clinical offering is built on a broad stack of evidence-based modalities including Cognitive Behavioral Therapy, Dialectical Behavior Therapy, Acceptance and Commitment Therapy, Psychodynamic and Attachment Theory approaches, Gottman Method Couples Therapy, Emotionally Focused Therapy, Trauma-Focused CBT, EMDR, Accelerated Resolution Therapy, and Exposure and Response Prevention. The practice does not sell a software product; its technology footprint is limited to a third-party client portal (therapyportal.com) for scheduling, intake, and billing, with no proprietary platform, API, or mobile app.

Revenue is generated on a fee-for-service basis: individual therapy is billed to insurance (BCBS, Aetna, Cigna) or self-pay, while couples counseling is self-pay only at $160–$200 per session. Customer acquisition is direct-to-consumer through the practice website, blog content, local SEO, and Google Reviews, with clients self-referring rather than being sourced through institutional contracts. The practice employed approximately 17 staff as of the most recent data, including licensed clinicians, associate-level clinicians, clinical interns, and a business manager, with the founder Erik Potter serving as CEO and his wife Lori Potter joining as LCMHCS in September 2022.

Name

Potter Counseling and Consulting

Legal name

Potter Counseling & Consulting, PLLC

Website

https://pottercounseling.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Potter Counseling & Consulting is a privately held Durham and Chapel Hill, NC mental health practice delivering evidence-based individual, child/adolescent, and couples therapy in person and via statewide telehealth, with reduced-fee services and clinical supervision.

Ownership category

akta.pro rank

Product category

Mental Health Counseling Services

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330), Offices of Mental Health Practitioners (except Physicians) (62133), Outpatient Mental Health and Substance Abuse Centers (621420)

akta.pro primary industry

Couples & Family Therapy Teletherapy Platforms (HLALAEAG)

Keywords

• Mental health counseling
• Individual therapy services
• Couples counseling
• Child adolescent therapy
• Telehealth therapy

Headquarters

HQ city

Durham

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Individual Therapy Services: Fee-for-service individual therapy sessions billed to insurance (BCBS, Aetna, Cigna) or self-pay. Session fees are not publicly disclosed on the website.
2. Couples Counseling Services: Couples therapy services at different rate tiers: Initial Clinical Assessment $200, fully licensed clinician session $180, associate level clinician session $160. Insurance is NOT accepted for couples counseling.
3. Reduced Fee Services: Sliding scale or reduced fee services offered for clients who qualify based on financial need.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Potter Counseling and Consulting is a private mental health counseling practice delivering evidence-based therapy services to individuals, children, adolescents, and couples across two North Carolina offices (Durham and Chapel Hill) and via statewide telehealth. Core offerings include individual therapy, child and adolescent therapy, couples counseling, reduced-fee services, and clinical supervision for licensure-track counselors. The practice integrates multiple therapeutic modalities (CBT, DBT, ACT, EMDR, Gottman Method, EFT, trauma-focused approaches) to treat anxiety, depression, trauma, ADHD, and relationship issues.

Product overview

Potter Counseling & Consulting is a mental health counseling practice offering a coordinated suite of therapy services. The core offerings include Individual Counseling, Couples Counseling, and Children & Adolescent Counseling services, supplemented by Reduced Fee Services for accessibility and Clinical Supervision for professional development. The practice operates from Durham and Chapel Hill, NC offices, with telehealth options extending reach throughout North Carolina. Founded in 2016 by Erik Potter, the practice emphasizes evidence-based treatments including Cognitive Behavioral Therapy, Gottman Method Couples Therapy, and trauma-informed approaches.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Counseling Services Therapy services for adults addressing mental health challenges including anxiety, depression, OCD, trauma, relationship issues, grief, and life transitions through evidence-based therapeutic approaches; insurance (BCBS, Aetna, Cigna) and self-pay accepted.
• Children & Adolescent Counseling Services Therapeutic services for children and adolescents (birth to 18 years) addressing trauma, anxiety, ADHD, depression, behavioral issues, and emotional regulation, with parents involved in the treatment process.
• Couples Counseling Services Couples therapy utilizing the Gottman Method and Emotionally Focused Therapy to address communication difficulties, recurring conflicts, intimacy issues, infidelity, parenting differences, and relationship patterns; self-pay only at $200 initial assessment, $180 (licensed clinician), $160 (associate clinician) per session.
• Reduced Fee Services Lower-cost counseling services offered on a sliding scale to increase accessibility for clients who may face financial barriers to mental health care.
• Clinical Supervision Clinical supervision services for mental health counselors pursuing licensure, provided by Licensed Clinical Mental Health Counselor Supervisors (LCMHCS) at the practice.
• Telehealth / Teletherapy Services Remote video counseling sessions offered via a telehealth platform, enabling clients throughout North Carolina to access the practice's individual, child/adolescent, and couples therapy services remotely.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• PD3 Foundation (in honor of Parker Dubois)minorStrategic or Co-development PartnerPotter Counseling partners with the PD3 Foundation in honor of Parker Dubois. The partnership appears to be a community outreach initiative supporting mental health awareness and services.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Others

• Headway: Marketplace and billing platform that helps independent therapists accept insurance; directly affects Potter's ability to recruit and retain licensed clinicians in the local market.
• Alma: Network and software platform for independent therapists offering insurance billing, referrals, and CEUs; competes for clinician supply rather than clients, but materially impacts hiring in NC.

Broad incumbents

• BetterHelp: Largest direct-to-consumer online counseling subscription service; competes for the same DIY, self-referred telehealth clients that Potter reaches via SEO and Google reviews.
• Talkspace: National online therapy platform accepting major insurers; competes for self-pay and insured telehealth clients in NC, increasing pricing and marketing pressure on Potter's telehealth line.
• Lyra Health: Enterprise mental health benefits platform with a large in-network therapist network; competes for the same insured, employer-sponsored client demand that Potter's BCBS/Aetna/Cigna panels serve.

Direct peers

• Two Chairs: Multi-city private therapy practice operating in-person and via telehealth with employed clinicians; directly comparable in service model, modality breadth, and client experience to Potter Counseling.
• Geode Health: Multi-site psychiatry and therapy practice combining in-person and virtual care; comparable as an in-network, multi-modality mental health provider serving similar patient populations.
• Octave: Outpatient mental health practice chain offering individual, couples, and group therapy with in-network insurance; overlaps with Potter's hybrid in-person/telehealth, evidence-based model.

Emerging players

• Brightside Health: Telehealth mental health provider offering therapy and psychiatry with insurance coverage; competes in Potter's telehealth and individual-therapy segments across NC.
• Charlie Health: Virtual and in-person intensive outpatient mental health provider focused on adolescents, young adults, and families; adjacent in clinical model and target demographic to Potter's child/adolescent work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/potter-counseling-and-consulting

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 Potter Counseling and Consulting