What Second Story Counseling does

Second Story Counseling is a private mental health counseling practice headquartered in Michigan, delivering individual, couples, family, child and adolescent, and group therapy through three physical offices — Grand Rapids (1750 Grand Ridge Ct NE), Holland (170 College Ave), and Hudsonville (3424 Chicago Dr) — and a HIPAA-compliant telehealth service extending across the state. The practice is direct-to-consumer: clients self-refer or are referred via insurance networks and healthcare providers, and sessions are billed per visit under a professional services model with insurance and self-pay options. No employer, payer, or institutional anchor is disclosed, and no external funding rounds or parent-company relationships are present in the available data.

The clinical offering spans an unusually broad modality portfolio for a regional private practice, including Cognitive Behavioral Therapy, EMDR, Accelerated Resolution Therapy (ART), Internal Family Systems-informed therapy, play therapy, narrative therapy, mindfulness-based therapy, Component Based Therapy, equine-assisted therapy (via a PATH Int. ESMHL credentialed clinician), and faith-based counseling. The team consists of 50+ licensed therapists, clinical supervisors, site directors, and counseling interns, with site-directors and clinical-supervisors explicitly identified at each location. Administrative technology is limited to standard practice tooling — a TherapyPortal patient portal/scheduling integration and a Brighter Vision-hosted marketing website — with no proprietary platform, no mobile application, no public API, and no disclosed AI/ML capabilities.

Revenue is generated entirely from session-based professional fees; pricing is not publicly disclosed and clients are directed to verify coverage with their insurer. Marketing is executed through a content-led website with therapist-authored mental-health blog posts, location-specific SEO pages covering more than a dozen Western Michigan communities plus four telehealth catchment cities (Cadillac, Muskegon, Grand Haven, Traverse City), and conventional insurance/healthcare-provider referral channels. The practice additionally markets a Private Practice Consulting service, indicating nascent commercial diversification beyond direct patient care.

Name

Second Story Counseling

Legal name

Second Story Counseling

Website

https://secondstorycounseling.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Second Story Counseling is a private mental health therapy practice operating three Michigan offices (Grand Rapids, Holland, Hudsonville) and statewide telehealth, serving individuals, couples, families, and children with evidence-based modalities.

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-Specialty Outpatient Facilities, Nec (8093), Services-Health Services (8000)

akta.pro primary industry

Outpatient Mental Health & Counseling Clinics (HLAFABAC)

akta.pro secondary industries

Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA), Couples & Family Therapy Teletherapy Platforms (HLALAEAG)

Keywords

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

Headquarters

HQ city

Hudsonville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Therapy Services: Individual, couples, family, and group therapy sessions billed per session. Accepts insurance and offers self-pay options. Session-based professional services model.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Second Story Counseling is a private mental health counseling practice operating three physical offices in Western Michigan (Grand Rapids, Holland, Hudsonville) and delivering statewide telehealth therapy. The practice provides individual, couples, family, and child/adolescent counseling using evidence-based modalities including CBT, EMDR, ART, play therapy, equine therapy, faith-based counseling, and trauma-focused treatment. It accepts insurance and offers self-pay options for therapy sessions.

Product overview

Second Story Counseling operates as a mental health counseling practice offering a unified platform of therapy services across multiple locations in Michigan (Grand Rapids, Holland, Hudsonville) and statewide via telehealth. The core offerings include Individual Therapy, Couples Counseling, Family Therapy, Child and Adolescent Therapy, and Telehealth Therapy. These services are delivered through various therapeutic modalities including Cognitive Behavioral Therapy (CBT), EMDR, Accelerated Resolution Therapy (ART), Play Therapy, and specialized approaches such as Equine Therapy and Faith-Based Counseling. The practice serves diverse populations addressing conditions including anxiety, depression, trauma, PTSD, grief, and relationship challenges.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Therapy One-on-one counseling services for adults addressing anxiety, depression, trauma, anger management, and other mental health concerns.
• Couples Counseling Relationship therapy services helping partners improve communication, resolve conflicts, and strengthen their connection, including pre-marital and betrayal recovery work.
• Family Therapy Therapeutic services for families addressing conflict, communication issues, and relational dynamics.
• Telehealth Therapy Virtual/online therapy sessions providing secure, HIPAA-compliant video counseling for clients throughout Michigan, including Cadillac, Muskegon, Grand Haven, and Traverse City areas.
• Child and Adolescent Therapy Counseling services for children and teenagers addressing ADHD, parenting challenges, behavioral concerns, and teen-specific issues.
• EMDR Therapy Eye Movement Desensitization and Reprocessing - evidence-based therapy for trauma and PTSD processing.
• Cognitive Behavioral Therapy (CBT) Evidence-based approach helping clients identify and change unhelpful thought patterns and behaviors.
• Accelerated Resolution Therapy (ART) Eye movement therapy that can transform and resolve traumatic memories and symptoms.
• Equine Therapy Therapy incorporating interactions with horses to support emotional growth and healing.
• Play Therapy Therapeutic approach using play to help children express emotions and process experiences.
• Faith-Based Counseling Counseling integrated with Christian faith principles for those seeking spiritually-informed therapy.
• Grief and Bereavement Counseling Support services for individuals and families navigating grief, loss, and life transitions.
• Trauma Therapy Specialized treatment for trauma and PTSD using evidence-based approaches including EMDR and TF-CBT.
• Anxiety and Depression Treatment Comprehensive mental health treatment addressing anxiety disorders, panic, and depressive symptoms.
• Private Practice Consulting Consulting services for therapists building or growing their own private practices.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Lyra Health: Enterprise mental health benefit provider offering therapy and coaching through employer-sponsored plans. Increasingly captures therapy demand via employer contracts that route clients to Lyra's network rather than local practices.
• Spring Health: Employer-sponsored mental health benefit platform combining therapy, coaching, and medication management. Competes with Second Story for the same working-adult therapy demand via enterprise benefit channels.
• Talkspace: National online therapy platform providing virtual counseling to individuals and via employer benefits. Competes with Second Story's telehealth offering but at much greater scale and across all 50 states.
• Pine Rest Christian Mental Health Services: Michigan's largest behavioral health provider with outpatient counseling, inpatient, and residential services. Overlaps significantly with Second Story in West Michigan outpatient mental health offerings, though operates at much larger scale with broader service lines.
• BetterHelp: Largest online therapy network offering subscription-based virtual counseling. Represents a national, low-friction alternative for Michigan residents who might otherwise seek in-person or local telehealth care.

Emerging players

• Brightside Health: Telehealth platform focused on anxiety and depression treatment combining therapy with medication management. Targets the same primary clinical conditions Second Story addresses via its anxiety/depression specialty services.
• Headway: Therapist enablement platform that helps licensed counselors accept insurance and grow practices. Competes indirectly by lowering the barrier for individual therapists to start their own practices outside of group practices like Second Story.

Direct peers

• Arbor Circle: West Michigan-based nonprofit providing outpatient counseling, substance use treatment, and family services across Grand Rapids and Holland. Comparable regional outpatient therapy model serving overlapping populations.
• Network180: Community mental health authority serving Kent County including Grand Rapids. Directly competes for outpatient mental health clients in Second Story's primary geography with sliding-scale and insured services.

Others

• Open Path Collective: Nonprofit network of therapists offering sessions at reduced rates ($30-$80). Provides an alternative for cost-sensitive clients in Michigan who might otherwise seek therapy at practices like Second Story on insurance or self-pay.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/secondstoryGR
• Facebookfacebook.com/secondstorycounseling
• LinkedInlinkedin.com/company/second-story-counseling

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Second Story Counseling