In Your Corner
In Your Corner (7 Cups) operates a cloud-based mental health platform offering free 24/7 peer support from 563,378 trained volunteer listeners and affordable subscription-based online therapy with licensed therapists, complemented by an AI counselor (Noni), mobile apps, and 35+ language support serving individuals and organizations globally.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What In Your Corner does
In Your Corner is described in firmographics as a marketplace for online counseling and coaching services founded in 2011 and headquartered in New York. The bulk of the underlying data describes a closely related mental-health platform branded as 7 Cups (legal entity 7 Cups of Tea Co., founded 2013), operating a cloud-based mental health platform that combines three delivery tiers: (1) free 24/7 anonymous chat support from 563,378 trained volunteer listeners, (2) affordable monthly subscriptions for online therapy with licensed, credentialed therapists (LCSW, LPC, LCMHC, LMFT) delivered via messaging, chat, phone, and video, and (3) Noni, a generative-AI-powered compassionate counselor for private judgment-free text-based support.
The technology stack centers on web (7cups.com), iOS, and Android native apps with smart provider matching, structured self-help growth paths, community forums and support groups, dedicated teen (13-17) experiences, and multilingual coverage spanning 35+ languages across more than 25 countries. Security and privacy posture includes HIPAA, SOC 2 Type II, and GDPR compliance, supporting both consumer and employer/organization use cases.
Revenue mechanics are split between free community services (a freemium funnel that drives organic acquisition, particularly through word-of-mouth among listeners) and recurring monthly subscriptions for licensed therapy. Distribution is primarily direct-to-consumer via self-serve signup on web and mobile, with secondary channels through content marketing, community engagement, and earned media coverage in outlets such as the Wall Street Journal, New Yorker, TechCrunch, USA Today, and Entrepreneur. Cumulative user-reported scale includes 1,818,598,937 messages and sessions and 72,298,116 lives touched, with 14+ industry awards including Stanford Medicine X and World Economic Forum Technology Pioneer recognition.
In Your Corner firmographics
Firmographics- Name
- In Your Corner
- Legal name
- 7 Cups of Tea Co.
- Website
- https://inyourcorneronline.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- In Your Corner (7 Cups) operates a cloud-based mental health platform offering free 24/7 peer support from 563,378 trained volunteer listeners and affordable subscription-based online therapy with licensed therapists, complemented by an AI counselor (Noni), mobile apps, and 35+ language support serving individuals and organizations globally.
- Ownership category
- akta.pro rank
In Your Corner industry classification
Industry- Product category
- Online Mental Health Services
- NAICS
- Offices of Mental Health Practitioners (except Physicians) (621330), Outpatient Mental Health and Substance Abuse Centers (621420), Other Individual and Family Services (624190)
- SIC
- Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Mental Health Therapist Marketplaces (HLALALAJ)
- akta.pro secondary industries
- Health & Support Communities (BPAMABAL), General Mental Health Therapy Platforms (Talk Therapy) (HLALAEAA)
Keywords
Where In Your Corner is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
In Your Corner business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales
Revenue model
- Online Therapy Subscriptions: Paid subscription service providing ongoing support, treatment, and guidance from licensed therapists. Includes daily messaging support, chat sessions, video/phone sessions, treatment plans, and group sessions. Revenue generated through monthly subscription fees.
- Free Community Services: Free emotional support via trained volunteer listeners, community forums, chat rooms, and self-help resources. These free services drive user acquisition and funnel users toward paid therapy subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free emotional support with trained volunteer listeners |
| Subscription | Monthly | Online therapy with licensed professionals |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
In Your Corner product offering
Product offeringCore offering
In Your Corner is a marketplace for online counseling and coaching services connecting users with trained volunteer listeners, licensed therapists, and an AI counselor (Noni). The platform offers free 24/7 anonymous peer support, affordable subscription-based therapy, and self-guided growth resources across 35+ languages. It serves individuals seeking mental health support through a freemium model with paid therapy subscriptions.
Product overview
7 Cups is a mental health platform offering a multi-tiered ecosystem of support services. The core offerings include: (1) Free peer support through trained volunteer listeners available 24/7 via anonymous text chat, (2) Affordable online therapy with licensed therapists providing messaging, chat, phone, and video sessions, and (3) Noni, an AI-powered counselor chatbot for private judgment-free conversational support. Additional services include community support groups and forums, dedicated teen support for ages 13-17, self-help guides and growth paths, and a therapist directory with smart matching. The platform also includes 7 Cups Academy for educational resources and a mobile app for iOS and Android. Together, these products provide a comprehensive mental health support ecosystem ranging from free peer support to professional licensed therapy.
Differentiator
Problem solved
Functional benefit
Brands
- 7 Cups Academy: Educational platform for mental health training and development.
- Noni (AI Counselor)
- 7 Cups Foundation
Products and services
- Online Therapy with Licensed Therapists
Quantifiable outcome
- Proven effectiveness of online therapy
- +2 more outcomes
Companies that use In Your Corner
Customer profileSegments3 records
Ideal customer profiles3 records
In Your Corner technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature5 records
In Your Corner partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
In Your Corner competitors and assessment
Company assessmentBroad incumbents
- Spring Health: Spring Health is an enterprise-focused mental health benefits provider combining assessments, coaching, and therapy. It competes with 7 Cups for HR/employer contracts and represents the kind of well-capitalized incumbent whose B2B motion is hard to attack without a differentiated acquisition funnel.
- BetterHelp: BetterHelp is the largest direct-to-consumer online therapy platform, owned by Teladoc Health (NYSE: TDOC). It offers licensed therapist matching with subscription billing — the same core business model as 7 Cups' paid tier, and it serves as the dominant incumbent 7 Cups must differentiate against in the consumer segment.
- Lyra Health: Lyra Health is a venture-backed (~$900M raised) enterprise mental health benefits platform serving employees of large companies. It is comparable to 7 Cups on the licensed-therapy-as-a-benefit axis, and is one of the most threatening incumbents for 7 Cups' emerging B2B motion.
- Headspace Health: Headspace Health (formed via the Headspace + Ginger merger, backed by Blackstone) combines meditation/coaching content with on-demand therapy. It competes with 7 Cups for consumer mental health spend and employer benefits contracts, and includes a coaching layer similar to 7 Cups' value proposition.
Direct peers
- Talkspace: Talkspace (NASDAQ: TLCP) is a public online therapy marketplace connecting users with licensed therapists via messaging, audio, and video. It overlaps directly with 7 Cups on licensed-therapist matching, subscription model, and B2B2C employer channel; Talkspace is the closest publicly traded comparable.
- Cerebral: Cerebral is an online mental health platform focused on medication management and therapy subscriptions for anxiety, depression, and ADHD. It is comparable to 7 Cups on the subscription therapy axis and represents another well-funded direct-to-consumer mental health entrant.
- Crisis Text Line: Crisis Text Line is a nonprofit offering free 24/7 text-based emotional support via trained volunteers — directly overlapping with 7 Cups' free peer-support chat tier. The two are the most comparable organizations on the volunteer-listener community model.
Others
- Calm: Calm is a consumer meditation and wellness subscription with therapy-adjacent content (Calm Health). It competes for the same consumer mental health wallet share and benefits contracts as 7 Cups, even though its modality (content) differs from 7 Cups' core therapy offering.
Emerging players
- Wysa: Wysa is an AI-guided mental health chatbot with a global user base, offering anonymous self-help with optional therapist escalation. It overlaps with 7 Cups' Noni + licensed therapist handoff and pursues similar emerging-market mental health positioning.
- Woebot Health: Woebot Health develops AI-driven conversational mental health tools, including a clinical trial-backed chatbot for depression. It is comparable to 7 Cups' Noni product and represents the most direct AI-first competitor in the conversational mental health space.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
In Your Corner social profiles
Digital presenceIn Your Corner compliance and trust
Trust signalCompliance3 records
In Your Corner financial estimates
Financial estimateRevenue estimate
Valuation estimate
In Your Corner leadership team
Management profileNumber of profiles
In Your Corner funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
In Your Corner 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 In Your Corner
What does In Your Corner do?
In Your Corner is a marketplace for online counseling and coaching services connecting users with trained volunteer listeners, licensed therapists, and an AI counselor (Noni). The platform offers free 24/7 anonymous peer support, affordable subscription-based therapy, and self-guided growth resources across 35+ languages. It serves individuals seeking mental health support through a freemium model with paid therapy subscriptions.
Is In Your Corner a public or private company?
In Your Corner is a private company. It is classified as venture growth investor backed and is currently operating.
When was In Your Corner founded?
In Your Corner was founded in 2013. It employs 1 to 10 people.
Where is In Your Corner based?
In Your Corner is headquartered in New York, United States, in the North America region.
How does In Your Corner make money?
Two revenue lines are on record. Online Therapy Subscriptions are the primary driver. The others are free Community Services.
Who are In Your Corner's main competitors?
Broad incumbents on record are Spring Health, BetterHelp, Lyra Health and Headspace Health. Direct peers are Talkspace, Cerebral and Crisis Text Line. Calm is listed as an others. Emerging players are Wysa and Woebot Health.
Does In Your Corner have an API?
No public API is recorded for In Your Corner.
What industry is In Your Corner in?
In Your Corner's product category is Online Mental Health Services. Its primary akta.pro industry code is HLALALAJ, Mental Health Therapist Marketplaces, with a secondary code of BPAMABAL, Health & Support Communities. Its NAICS code is 621330 and its SIC code is 8011.