Roots Counseling & Wellness

What Roots Counseling & Wellness does

Roots Counseling & Wellness is a private mental health counseling practice founded in 2016 by Milton D. McLelland, CMHC, and Rochelle McLelland, CMHC, in Cedar City, Utah. The practice delivers evidence-based individual, couples, family, and group therapy using modalities including Dialectical Behavior Therapy (DBT), Internal Family Systems (IFS), Eye Movement Desensitization and Reprocessing (EMDR), Cognitive Behavioral Therapy (CBT), Motivational Interviewing, and the Gottman Method. Service delivery combines in-person sessions at its 732 N Main Street Cedar City headquarters with statewide HIPAA-compliant telehealth across seven Utah metropolitan areas (St. George, Provo, Salt Lake City, Ogden, Logan, Park City, Moab). Beyond traditional talk therapy, the practice offers an extended services catalog including mental health assessments, court-ordered evaluations (custody, competency, risk), domestic violence treatment, Emotional Support Animal (ESA) letters, ketamine-assisted therapy integrated with external medical prescribers, and alternative holistic services (steam, aroma, and chromotherapy).

The business model is direct-to-consumer: clients schedule via phone, text, website contact form, or a secure patient portal, and pay through a mix of accepted major Utah insurance plans and self-pay options. Pricing is per 50-minute session, with no publicly disclosed rate sheet and evening appointments available on request. Specialized services such as court-ordered evaluations, ketamine integration, and ESA letter consultations operate as higher-margin professional services revenue lines layered on top of recurring therapy session billings. The practice also runs DBT skills groups, which add group-format recurring revenue. Marketing is primarily organic: a website with therapist-approved mental health resources, a rotating-clinician monthly mental health column in a community newspaper, and dedicated SEO-optimized service-area landing pages that drive telehealth acquisition. There is no evidence of paid acquisition, external funding, or parent-company ownership; the firm is founder-owned and operates with roughly 5 therapists per one source, with ownership commentary referencing up to 10+ clinicians including interns and skills coaches.

Roots carries two third-party professional credentials — verified listing on Psychology Today and Gottman Relationship Checkup Approved Member status — that signal clinical legitimacy in a regulated category. Co-founders and several clinicians previously worked at Southwest Behavioral Health Center, bringing acute-care experience. Capacity expansion appears to follow a deliberate intern-to-full-time hiring pipeline, and the practice has progressively broadened both its clinical scope (ketamine, court-ordered, domestic violence) and geographic reach (statewide telehealth) without external capital.

Name

Roots Counseling & Wellness

Legal name

Roots Counseling & Wellness

Website

https://rootscw.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Roots Counseling & Wellness is a Cedar City, Utah-based private mental health practice founded in 2016 by Milton and Rochelle McLelland, delivering evidence-based individual, couples, family, and group therapy in person and via statewide telehealth across Utah, with additional court-ordered evaluations, ketamine-assisted therapy integration, and specialized treatment services.

Ownership category

akta.pro rank

Product category

Outpatient Mental Health Counseling

NAICS

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

SIC

Services-Health Services (8000), Services-Social Services (8300)

akta.pro industry

PRIMARYHLAFABAD

Outpatient Substance Use Disorder (SUD) Treatment Programs

Healthcare & Life Sciences/Healthcare Providers & Systems/Ambulatory & Outpatient Care Centers

Keywords

• Mental health counseling
• Outpatient therapy services
• Telehealth therapy
• Couples and family therapy
• Trauma recovery services

Headquarters

HQ city

Cedar City

HQ country

United States

HQ region

North America

Offices8 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 Session Fees: Standard 50-minute therapy sessions billed per session. Accepts most major Utah insurance plans and offers self-pay options for clients without insurance or who prefer privacy.
2. Specialized Services: Revenue from specialized services including court-ordered evaluations, mental health assessments, domestic violence treatment programs, ESA letter consultations, and ketamine treatment integration.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Roots Counseling & Wellness is a mental health counseling practice providing individual, couples, family, and group therapy using evidence-based approaches including DBT, IFS, EMDR, and CBT. The practice delivers services through in-person sessions at its Cedar City, Utah headquarters and statewide via HIPAA-compliant telehealth. Specialized offerings include ketamine-assisted therapy, court-ordered evaluations, domestic violence treatment, mental health assessments, and ESA letter documentation.

Product overview

Roots Counseling & Wellness is a mental health counseling practice offering a comprehensive suite of therapy services centered around evidence-based therapeutic approaches including DBT (Dialectical Behavior Therapy), IFS (Internal Family Systems), and EMDR. The core offerings include Individual Counseling, Couples Counseling, Family Counseling, Group Therapy, and Telehealth Therapy (delivered via HIPAA-compliant video platform). Additional specialized services encompass Life Skills Coaching, Alternative Therapies (steam, aroma, chromotherapy), Mental Health Assessments, Ketamine Treatment (offered in partnership with medical providers), Court-Ordered Evaluations, Domestic Violence Treatment, and ESA Letters. The practice operates from Cedar City, Utah with statewide telehealth availability across Utah including St. George, Provo, Salt Lake City, Ogden, Logan, Park City, and Moab.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Counseling Personalized 50-minute therapy sessions for adults addressing anxiety, depression, trauma, grief, life transitions, and self-esteem using evidence-based approaches including CBT, DBT, EMDR, and mindfulness techniques.
• Couples Counseling Therapy for partners to build stronger communication, connection, and understanding, including Gottman Method couples therapy for conflict resolution and relationship strengthening.
• Family Counseling

Quantifiable outcome

• Flexible scheduling within a week or two for most first appointments

Segments8 records

Ideal customer profiles5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Trusted Medical Professionals (Ketamine Prescribing)coreStrategic or Co-development PartnerCollaboration with trusted medical professionals who handle all medical evaluations, prescriptions, and dosing for ketamine treatment. Roots Counseling provides therapeutic support before, during, and after ketamine sessions, including integration work to help clients process insights and develop new coping skills. This partnership ensures safe, medically appropriate treatment combined with therapeutic support.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Lyra Health: Lyra Health is a mental health benefits platform partnering with employers to deliver therapy, coaching, and psychiatry through a national network. As a broader incumbent in employer-sponsored mental health, it competes indirectly for Utah employer relationships Roots might otherwise pursue.
• Headspace Health: Headspace (now Headspace Health, including Ginger) is a broad digital mental health and wellness platform combining self-guided content, coaching, and therapy. As a broader incumbent with significantly larger resources, it represents indirect competition for Roots' consumer-facing therapy audience.

Direct peers

• Charlie Health: Charlie Health provides intensive outpatient and virtual mental health treatment for teens, young adults, and adults with complex needs. Its higher-acuity outpatient model overlaps with Roots' group therapy, DBT groups, and treatment-resistant specialty offerings.
• Two Chairs: Two Chairs is a therapy group practice operating hybrid in-person and telehealth clinics across multiple U.S. markets with an outcome-measurement-driven model. It is directly comparable to Roots as a multi-modality group practice combining evidence-based approaches with in-person plus virtual delivery.
• Talkspace: Talkspace is a national telehealth therapy and psychiatry platform offering individual, couples, and teen therapy via secure video and async messaging with insurance and self-pay options. It competes head-to-head with Roots for Utah telehealth patients seeking flexible, on-demand remote therapy.
• Talkiatry: Talkiatry is a national outpatient psychiatry and therapy practice delivering evidence-based mental health care via telehealth and in-person across multiple states, with insurance contracts. It competes with Roots for the same outpatient mental health patients in markets where both operate.
• Cerebral: Cerebral is a telehealth mental health company providing therapy, counseling, and medication management for anxiety, depression, and related conditions via subscription. It directly competes with Roots' telehealth therapy and medication-adjacent services in Utah and nationally.
• BetterHelp: BetterHelp is the largest online therapy platform, offering individual, couples, and teen counseling via subscription-based telehealth with licensed therapists. It directly competes with Roots' Utah telehealth offering for the same price-sensitive self-pay segment seeking remote therapy.
• Octave: Octave is a multi-location mental health practice offering individual, couples, and group therapy with both in-person and virtual options across multiple U.S. states. It is structurally comparable to Roots as a hybrid group practice emphasizing evidence-based care and insurance acceptance.
• Brightside Health: Brightside Health is a telehealth mental health platform specializing in anxiety and depression treatment combining therapy and medication management. It competes for the same telehealth self-pay and insured patients Roots targets in Utah.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rootscw
• LinkedInlinkedin.com/company/rootscw

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Roots Counseling & Wellness