FIT COUNSELING LLC

What FIT COUNSELING LLC does

Fit Counseling LLC is a founder-owned telehealth mental health counseling practice headquartered in Coral Springs, Florida, operating exclusively online since 2016. The practice delivers individual, couples, family, teen, and group counseling via a HIPAA-compliant video platform, with a specialty in EMDR trauma therapy. It serves a regional South Florida client base spanning eight cities (Parkland, Coconut Creek, Margate, Weston, Sunrise, Deerfield Beach, Plantation, and Coral Springs) and pursues an LGBTQIA+ affirming, trauma-informed, culturally responsive clinical positioning, with bilingual English/Spanish service delivery.

The company's core technology is a secure telehealth platform (therapyportal.com) used for virtual session delivery; the technology stack is conventional and does not include proprietary AI or advanced automation. Clinical differentiation is built on a team of multiple EMDR-certified licensed therapists with diverse specializations (trauma, couples, teens, LGBTQIA+, women's mental health, postpartum), supported by a pipeline of NYU Steinhardt student interns who deliver reduced-cost sessions under licensed supervision via the Scholarship Program.

Fit Counseling operates a direct-to-consumer fee-for-service revenue model with two primary pricing tiers: standard individual/family/couples counseling at insurance-reimbursed rates (in-network with Cigna, Evernorth, United, Aetna, AvMed, Oscar, ComPsych, and Optum, plus out-of-network) and premium EMDR sessions at $150 per 60-minute session. A scholarship/intern channel offers three free sessions at $50 thereafter. The practice is privately held by founder Alicia Mercedes, has 6 employees, no external funding, no subsidiaries, and no disclosed M&A activity.

Name

FIT COUNSELING LLC

Legal name

Fit Counseling LLC

Website

https://fitvirtualcounseling.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Fit Counseling LLC is a Coral Springs, Florida-based telehealth mental health practice offering online individual, couples, family, teen, and EMDR trauma counseling to South Florida clients, with a NYU-affiliated scholarship program and bilingual English/Spanish delivery.

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

General Mental Health Therapy Platforms (Talk Therapy) (HLALAEAA)

akta.pro secondary industries

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

Keywords

• Telehealth counseling
• Online therapy services
• EMDR trauma therapy
• Mental health counseling
• Couples and family therapy

Headquarters

HQ city

Coral Springs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Therapy Sessions: Fee-for-service model for individual counseling sessions (50-minute sessions) with licensed mental health counselors. Accepts insurance and offers self-pay options.
2. EMDR Trauma Therapy: Specialized 60-minute EMDR therapy sessions priced at $150 per session, provided by trained and certified therapists
3. Scholarship Program: Three free therapy sessions with student interns, followed by $50 per session for continued care. Available regardless of insurance status.
4. Insurance Reimbursement: Accepts multiple insurance providers including Cigna, Evernorth, United, Aetna, AvMed, Oscar, ComPsych, and Optum. Also accepts out-of-network clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Fit Counseling LLC is an online-only telehealth mental health counseling practice that delivers individual, couples, family, group, teen, and EMDR trauma therapy sessions via secure, HIPAA-compliant video platforms. Sessions are fee-for-service, ranging from insurance-billed 50-minute sessions to a $150/60-minute EMDR specialty rate, with a Scholarship Program offering three free sessions followed by $50/session care via supervised student interns.

Product overview

Fit Counseling is a telehealth private practice offering a comprehensive suite of mental health counseling services. The company provides individual virtual counseling, couples counseling, family counseling, group counseling, EMDR trauma counseling, and teen counseling as its core service offerings. The practice operates exclusively online (online-only appointments) and serves clients across multiple Florida locations including Coral Springs, Parkland, Coconut Creek, Margate, Weston, Sunrise, Deerfield Beach, and Plantation. Additionally, the company offers a Scholarship Program providing reduced-cost sessions with supervised student interns. Services are available in both English and Spanish, with sessions conducted via secure, HIPAA-compliant video platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Counseling One-on-one virtual counseling sessions (50 minutes) addressing personal concerns such as anxiety, depression, stress, and life challenges using evidence-based therapeutic methods including CBT, DBT, and mindfulness-based therapy. For adult individuals seeking personal mental health support.
• Couples Counseling Online couples counseling services addressing communication issues, marital distress, infidelity, grief, co-parenting, conflict resolution, and separation using Gottman Method, Emotionally Focused Therapy (EFT), and CBT. For couples seeking relationship improvement.
• Family Counseling Virtual family counseling sessions (50 minutes, available in English and Spanish) addressing conflict resolution, parenting challenges, and communication barriers using Systemic Family Therapy and Parenting Skills Training. For families seeking to improve relationships and communication.
• Group Counseling Online group counseling sessions (50 minutes) covering topics including anger management, stress reduction, grief support, and substance abuse. Available in English and Spanish. For clients seeking shared therapeutic experiences.
• EMDR Trauma Counseling Eye Movement Desensitization and Reprocessing (EMDR) therapy for processing and healing from traumatic experiences and PTSD. 60-minute online sessions at $150 per session. For individuals with trauma and PTSD histories.
• Teen Counseling Individual therapy for teens (13-18 years old) addressing anxiety, relationship challenges, academic pressures, and self-esteem issues, incorporating parent sessions to support family dynamics. For adolescents and their parents.
• Free Counseling Scholarship Program Scholarship program providing three free therapy sessions with student interns from NYU, followed by $50 per session thereafter, available to anyone regardless of insurance status. For clients seeking affordable access to therapy.

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Talkspace: Public telehealth therapy platform offering individual, couples, and teen therapy via video/async messaging with insurance and subscription pricing. Comparable online-only mental health counseling model with similar licensed-therapist network.
• Lyra Health: Enterprise-focused mental health benefits platform providing therapy and coaching via telehealth to employees of large companies. Comparable online therapy delivery but with B2B2C go-to-market rather than direct-to-consumer.
• Brightside Health: Telehealth mental health provider combining therapy and medication for anxiety and depression, accepting insurance. Comparable in-network insurance-based virtual therapy and psychiatry model.
• Cerebral: Telehealth mental health provider combining therapy with medication management for anxiety, depression, and insomnia. Comparable virtual mental health delivery but with broader psychiatric prescribing capability.
• BetterHelp: Largest direct-to-consumer telehealth therapy platform with thousands of licensed therapists across all 50 states. Directly comparable in online-only talk therapy delivery model and individual/couples/teen service lines.

Emerging players

• Charlie Health: Virtual intensive outpatient program (IOP) provider for teens and young adults with mental health and substance use conditions. Comparable online mental health delivery but specialized in higher-acuity teen population.
• Open Path Collective: Nonprofit telehealth therapy network offering sessions at $30-$80 to reduce cost barriers. Comparable mission-driven, low-cost online therapy delivery with broad therapist panel.
• Mantra Health: Telehealth mental health provider focused on college and university students with therapy and psychiatry. Comparable virtual outpatient mental health model with specialized population focus (similar to Fit's teen segment).
• Modern Therapy: Telehealth therapy marketplace focused on serving underserved populations including LGBTQ+ clients, with diverse therapist matching. Comparable niche positioning and online delivery model for individual therapy.

Broad incumbents

• Headspace Health (Ginger): Combined Headspace (meditation/wellness) and Ginger (on-demand coaching/therapy) mental health platform serving consumers and employers. Comparable online therapy offering as part of broader mental health portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fit-counseling-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 FIT COUNSELING LLC