White Willow Psychological Services

What White Willow Psychological Services does

White Willow Psychological Services, PLLC is a privately held mental health practice founded in 2020 by Dr. Tiana Rapp-Anderson, Psy.D. in Central Texas. The practice delivers individual, couples, and family therapy for adults; therapy for children and teens ages 3+ with parental guidance; comprehensive psychological assessments covering ADHD, Autism, learning disabilities, intellectual disability, behavioral challenges, and trauma/PTSD; and training and consultation services for organizations and professionals on trauma-informed care. A specialized animal-assisted counseling service pairs the founder with Luna, a certified therapy dog. Service delivery combines an in-person office at 3016 Polar Lane, Cedar Park, Texas with tele-therapy available statewide in Texas and Maine, plus a second office at 15 Sky View Drive, Cumberland Foreside, Maine. The technology footprint is minimal: a Wix-hosted marketing website and standard tele-therapy video infrastructure, with no proprietary platform or AI-enabled tooling disclosed.

The business model is fee-for-service clinical care funded primarily through insurance billing across eight in-network payers (Blue Cross Blue Shield, Aetna, Magellan, Cigna/Evernorth, Carelon, Moda, United Healthcare/Optum, MultiPlan) supplemented by self-pay arrangements with Good Faith Estimates and select sliding-scale providers. Go-to-market blends direct-to-consumer intake via the website and phone consultations with a structured community referral program accepting school, healthcare, and legal-system partners via form, email, and fax. The practice is structured as a Professional Limited Liability Company (PLLC) led by the founder-CEO with a Care and Connections Coordinator supporting cross-state operations, employing 1–10 staff overall with no external investors, parent company, or funding rounds disclosed.

The competitive positioning is built on clinician expertise, multi-modality service breadth, trauma-informed and culturally sensitive methodology, and a therapist-client "fit" matching process via a 15-minute consultation call. Marketing relies on organic search visibility and community referrals rather than paid acquisition. Strategic activity since founding has been incremental: geographic expansion into Maine, launch of training/consultation and animal-assisted service lines, and a minor referral partnership with the Flatwater Provider Network for oncology-affected mental health.

Name

White Willow Psychological Services

Legal name

White Willow Psychological Services, PLLC

Website

https://whitewillowpsych.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

White Willow Psychological Services is a private mental health practice founded in 2020 that delivers adult and child therapy, psychological assessments, and training services across Texas and Maine via tele-therapy and in-person care, serving individuals, couples, and families.

Ownership category

akta.pro rank

Product category

Mental Health Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Misc Health & Allied Services, Nec (8090), Services-Health Services (8000)

akta.pro industry

PRIMARYEDALAFAB

Mental Health Counseling & Psychotherapy Services

Education/Student Services & Campus Operations/Student Health, Counseling & Wellness Services

Keywords

• Individual therapy services
• Psychological assessment services
• Child and adolescent therapy
• Trauma-informed counseling
• Telehealth mental health

Headquarters

HQ city

Round Rock

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance billing: White Willow accepts multiple insurance plans including Blue Cross Blue Shield, Aetna, Magellan, Cigna/Evernorth, Carelon, Moda, United Health Care/Optum, and MultiPlan. The practice verifies coverage for all new patients and provides transparency regarding estimated out-of-pocket costs and co-pays.
2. Self-pay: For clients without insurance or whose plans are not in network, White Willow offers self-pay options. A Good Faith Estimate is provided to all self-pay clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

White Willow Psychological Services is a private mental health practice that provides individual therapy for adults, children, and teens; couples and family therapy; comprehensive psychological assessments for ADHD, Autism, learning disabilities, and other diagnoses; and training and consultation in trauma-informed care. Services are delivered via tele-therapy statewide in Texas and Maine, and in person at the Cedar Park, Texas office.

Product overview

White Willow Psychological Services is a private practice offering a unified suite of mental health services rather than a platform-based architecture. The core offerings include four interconnected service lines: Adult Therapy Services (individual, couples, and family therapy for adults), Therapy Services for Children and Teens (ages 3+, with parental guidance), Psychological Assessment Services (evaluations for ADHD, Autism, learning disabilities, and more), and Training and Consultation Services. A specialized offering is Animal Assisted Counseling with therapy dog Luna. Services are delivered via telehealth statewide in Texas and Maine, and in-person at their Cedar Park, Texas office.

Differentiator

Problem solved

Functional benefit

Products and services

• Adult Therapy Services Individual therapy services for adults managing trauma, relationship difficulties, identity development, legal involvement, stress management, chronic illness or pain, anxiety, and depression; includes couples and family therapy, delivered via tele-therapy and in person at the Cedar Park location with select providers.
• Therapy Services for Children and Teens Individual therapy for children and adolescents ages 3+, with parental guidance and family sessions, addressing trauma, family stressors, emotional and behavioral difficulties, bullying, developmental challenges, peer difficulties, and identity formation, delivered via tele-therapy and in person at the Cedar Park, Texas office.
• Psychological Assessment Services Comprehensive psychological assessment and evaluation services for children, teens, and adults addressing diagnostic questions such as ADHD, Autism Spectrum Disorder, Intellectual Disability, Learning Disability, Behavioral Challenges, and Trauma/PTSD.
• Training and Consultation Services Consultation and training services to individuals and organizations in the areas of trauma, secondary traumatic stress, resilience, and trauma-informed care.
• Animal Assisted Counseling Goal-directed therapeutic process in which a trained mental health practitioner-animal team (Dr. Tiana Rapp-Anderson and Luna, a certified therapy dog) work together to help clients resolve mental health and behavioral challenges through human-animal interaction; offered in person in Maine.

Segments6 records

Ideal customer profiles4 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.

• Flatwater Provider NetworkminorStrategic or Co-development PartnerMichael Starr, LCSW-S is part of the Flatwater provider network, which provides mental health therapy services for individuals affected by cancer. Flatwater connects patients with therapists to support mental health recovery in the wake of cancer diagnoses.

Scale indicators1 record

Recent moves7 records

Expansion highlights6 records

Peers

• BetterHelp:

Direct peers

• Two Chairs: Two Chairs operates a multi-state group therapy practice offering individual therapy with a strong therapist-client matching model, in-person and tele-health delivery, and in-network insurance billing. Highly comparable to White Willow as a private-pay/insurance hybrid outpatient mental health practice built around clinician fit and specialty matching.
• Ellie Mental Health: Ellie Mental Health is a rapidly expanding outpatient mental health franchise/clinic network offering therapy, assessment, and tele-health services across many U.S. states. Comparable to White Willow in core outpatient therapy and assessment offerings and in scaling a multi-clinician group practice model.
• Refresh Mental Health: Refresh Mental Health is a multi-state outpatient mental health group practice offering therapy, psychological testing, and tele-health with insurance acceptance. Directly comparable in service mix, multi-clinician group structure, and outpatient psychology positioning.
• Octave: Octave is a multi-site outpatient therapy practice offering individual, couples, and family therapy with in-person and virtual care across multiple states, with a focus on therapist-client matching and insurance acceptance. Directly comparable to White Willow in service mix, delivery model, and payer strategy.

Broad incumbents

• Talkspace: Talkspace is a large tele-therapy platform offering individual and couples therapy with insurance and subscription pricing. Comparable to White Willow on tele-therapy delivery, insurance billing, and individual therapy focus, though at much greater scale and with a tech-platform model.
• LifeStance Health: LifeStance Health is one of the largest U.S. outpatient mental health platforms offering in-person and tele-psychiatry, therapy, and psychological assessment across dozens of states with broad insurance participation. Relevant incumbent comparison given overlapping outpatient mental health service mix, assessment capabilities, and multi-payer billing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/white-willow-psychological-services-pllc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 White Willow Psychological Services