Aurora Counseling

What Aurora Counseling does

Aurora Counseling Associates, LLC is a privately-held outpatient mental health therapy practice founded in 2010 and headquartered at 20 Main St., Natick, Massachusetts. The firm provides individual, couples, and family psychotherapy to clients across the lifespan — children (ages 3+), adolescents, young adults, adults, and seniors — across ten communities in MetroWest Massachusetts (Ashland, Framingham, Holliston, Hopkinton, Natick, Sherborn, Southborough, Sudbury, Wayland, and Westborough). Service delivery occurs in-person at the Natick office and via secure video Telehealth restricted to clients located within Massachusetts.

The practice is staffed by 14+ clinicians holding LCSW, LMHC, and pre-licensed credentials, with documented specializations including play therapy, EMDR, Gottman Method couples work, CBT, DBT, neurodivergence (autism and ADHD), LGBTQIA+ care, racial trauma, addiction recovery, and post-concussive work. The only technology asset is a secure video Telehealth platform; there is no proprietary software, AI tooling, or data infrastructure described in the source materials. Business model is fee-for-service: the majority of revenue flows through insurance claims — the practice is in-network with Blue Cross/Blue Shield, Tufts Health Plan (HMO/PPO/GIC), and Optum (UBH/Harvard Pilgrim/AllWays) — supplemented by out-of-network and private-pay revenue at $90 (prelicensed) to $150 (licensed) per session. Out-of-network clients pay upfront and receive superbills for reimbursement.

Go-to-market is local and referral-driven: detailed clinician bios on the practice's WordPress website support organic SEO, and demand generation is augmented by referral partnerships with community nonprofits (Natick Service Council, SPARK Kindness, Natick 180, Hopeful Hearts for Teens) and complementary wellness providers (yoga studios, acupuncture clinics, chiropractic practices). An intake department pre-screens prospective clients and matches them to clinicians by specialty, availability, insurance, and presenting issue. There is no evidence of outside institutional investment, M&A activity, or geographic expansion beyond Massachusetts. The practice is led by Director Katherine Price, LMHC.

Name

Aurora Counseling

Legal name

Aurora Counseling Associates, LLC

Website

https://auroracounselingassociates.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Aurora Counseling Associates is a private outpatient mental health therapy practice in Natick, Massachusetts, serving children, adolescents, adults, couples, and families across MetroWest Massachusetts through in-person and Telehealth sessions, with revenue from insurance reimbursements and private-pay fees.

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 Clinics & Counseling Centers (HLAFACAA)

akta.pro secondary industry

Outpatient Mental Health & Counseling Clinics (HLAFABAC)

Keywords

• Outpatient psychotherapy
• Mental health counseling
• Telehealth therapy
• Child adolescent therapy
• Couples family therapy

Headquarters

HQ city

Niagara Falls, New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Reimbursed Therapy: The majority of revenue comes from insurance claims. Providers are in-network with Blue Cross/Blue Shield, Tufts Health Plan (HMO/PPO/GIC), and Optum (UBH/Harvard Pilgrim/AllWays Health). Claims are submitted directly to insurance.
2. Out-of-Network Reimbursement: For clients with out-of-network benefits (Aetna, Cigna, etc.), full payment is collected upfront at each session and clients receive a superbill to submit for reimbursement.
3. Private Pay: Private pay fees range from $90 (unlicensed clinicians) to $150 (licensed clinicians) per session. Accepted from clients without insurance coverage or those preferring to pay out-of-pocket.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Aurora Counseling Associates delivers outpatient psychotherapy services for children, adolescents, adults, couples, and families, offered both in-person at its Natick, Massachusetts office and via Telehealth (secure video) for clients within Massachusetts. Services address depression, anxiety, mood disorders, trauma, gender/sexuality concerns, racial trauma, neurodivergence, addiction recovery, and family/couples conflict, using modalities such as CBT, DBT, play therapy, Gottman Method, EMDR, and trauma-informed care. Revenue is primarily generated through insurance reimbursement (in-network with Blue Cross/Blue Shield, Tufts, and Optum) and out-of-pocket/private-pay session fees.

Product overview

Aurora Counseling Associates is an outpatient mental health therapy practice offering a unified suite of clinical services for individuals across the lifespan. The practice provides psychotherapy for children, adolescents, adults, couples, and families, supplemented by specialized offerings including play and art therapy for young clients and Telehealth (secure video-based remote) services for Massachusetts clients. Services address a broad spectrum of mental health needs including depression and anxiety, trauma, gender and sexuality, family conflict, addiction recovery, and neurodivergence. The practice operates as a single, integrated clinical practice rather than a modular platform, with services delivered by a team of licensed and pre-licensed clinicians.

Differentiator

Problem solved

Functional benefit

Products and services

• Psychotherapy Services Outpatient psychotherapy services delivered in-person at the Natick, MA office and via Telehealth, for individuals, couples, and families seeking support for depression, anxiety, mood disorders, trauma, grief, life transitions, and other mental health concerns.
• Telehealth Services Remote psychotherapy delivered over a secure video connection for clients within Massachusetts, offered when clinically indicated and financially supported by insurer or client payment.
• Play and Art Therapy Therapeutic services using play and creative arts modalities for children and adolescents to address emotional and behavioral challenges in age-appropriate ways.
• Family and Couples Therapy Therapy addressing family conflict, parenting challenges, divorce transition, stepfamily dynamics, and couples communication issues including infidelity, with Gottman Method-trained clinicians.
• Specialized Treatment Programs Specialty clinical services including treatment for depression, anxiety, mood issues, gender and sexuality concerns, racial identity and trauma, vocational therapy, post-concussive work, college stress, young adult independence, school behavior, special needs and autism, and addiction recovery.

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor.

• D'Arcy WellnessminorStrategic or Co-development PartnerNatick-based wellness clinic offering integrated therapy services including acupuncture, chiropractic, diet, herbal medicine, and massage. Referred to as a local resource for clients seeking holistic wellness support alongside therapy services.
• Root and Branch Oriental Medicine and Acupuncture ClinicminorStrategic or Co-development PartnerHopkinton-based acupuncture and Chinese herbs practice offering private appointments and community acupuncture. Listed as a local wellness resource for Aurora clients.
• Align Spine Chiropractic & WellnessminorStrategic or Co-development PartnerNatick-based chiropractic and wellness practice serving adults, children, and pregnant women. Listed as a local resource for integrated wellness services.
• Shanti YogaminorStrategic or Co-development PartnerHopkinton yoga, pilates, and barre studio with an emphasis on community. Listed as a wellness resource for mental health clients.
• Common Ground YogaminorStrategic or Co-development PartnerFramingham yoga studio offering classes, private instruction, workshops, and energy healing services for adults. Listed as a community wellness resource.
• SPARK KindnessminorStrategic or Co-development PartnerNatick-based nonprofit building kind, empowered, and inclusive communities where no child or family feels alone, bullied, unsupported, or unconnected. Supports families, schools, and youth through projects and initiatives in MetroWest Boston.
• Natick 180minorStrategic or Co-development PartnerCoalition continuing the work of Natick's Opioid Task Force and Natick Together for Youth. Addresses substance use disorder, mental health, stigma, and racism while providing recovery support and building community connectedness.
• Natick Service CouncilminorStrategic or Co-development PartnerAdvocacy, referral, case management, and information center serving economically disadvantaged Natick community members with food, housing, healthcare access, emergency financial assistance, and behavioral health screening.
• Hopeful Hearts for TeensminorStrategic or Co-development PartnerNatick-based nonprofit run by teens for teens affected by mental health issues. Provides up to $160 per teen toward copays for outpatient therapy for families who cannot afford treatment. Monthly fundraising events support the mission.

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Octave: Octave runs an outpatient mental health practice offering in-person and virtual therapy across multiple locations with a multi-clinician model. Directly comparable to Aurora in being a clinician-group outpatient mental health practice with insurance and private-pay revenue streams.
• Two Chairs: Two Chairs operates a hybrid in-person + telehealth outpatient therapy practice model with licensed clinicians serving multiple U.S. markets. Comparable to Aurora in delivering evidence-based individual and group therapy with a focus on matching clients to clinicians.

Emerging players

• Grow Therapy: Grow Therapy operates a therapist network platform that connects clients with in-network mental health providers and handles insurance billing. Comparable to Aurora in serving outpatient therapy clients with insurance-reimbursed models across the U.S.
• Alma: Alma is a therapist network and practice-management platform supporting independent mental health providers with insurance credentialing, billing, and client matching. Comparable to Aurora as it serves similar outpatient therapy providers and competes for the same client referrals in the mental health space.
• Mantra Health: Mantra Health is a digital mental health provider focused on college students and adolescents, offering telehealth therapy and psychiatry. Comparable to Aurora in serving student-aged and adolescent populations with outpatient psychotherapy services.
• Charlie Health: Charlie Health provides intensive outpatient and virtual mental health treatment with a strong emphasis on adolescents and young adults. Comparable to Aurora in serving the same child/adolescent and young adult segments with therapy-based care models.

Broad incumbents

• Talkspace: Talkspace is a publicly-traded online therapy platform offering virtual counseling and psychiatry to individuals, employers, and insurers. Comparable to Aurora in delivering outpatient psychotherapy, particularly in Massachusetts where it competes for the same insured clients via telehealth.
• Lyra Health: Lyra Health is a large employer-sponsored mental health benefit platform offering in-person and virtual therapy across the U.S. Comparable to Aurora as it delivers outpatient psychotherapy (including to Massachusetts-based employer populations) but at vastly greater scale and with a tech-enabled platform layer.
• Spring Health: Spring Health is a global mental health benefit platform serving employers with therapy, coaching, and psychiatry across in-person and virtual modalities. Comparable to Aurora as an outpatient therapy provider competing for the same MetroWest Boston employer-sponsored and insured populations.
• BetterHelp: BetterHelp is the largest direct-to-consumer online therapy platform, offering subscription-based virtual counseling nationwide. Comparable to Aurora as a competing outpatient psychotherapy channel for Massachusetts residents seeking telehealth therapy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aurora-counseling

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Aurora Counseling