Grace Counseling

What Grace Counseling does

Grace Counseling Center of Florida is a 501(c)(3) non-profit counseling organization headquartered at 2200 Pembrook Drive, Orlando, Florida, with a second location in Winter Springs and telehealth coverage statewide. Founded in 2019 as a ministry of Grace Church, the center delivers individual, couples, family, and child/adolescent counseling in-person and via video, plus group counseling, parent workshops (e.g., Gather & Grow), and specialty modalities such as play therapy, ART, and EMDR. It serves four primary segments — individuals (ages 4+), couples, families, and children/adolescents — with optional Christian integration, plus secondary segments including faith-based women's groups and financially vulnerable populations supported through scholarships.

The operating model combines a tiered clinical staffing structure (licensed therapists, registered mental health counseling interns, and student interns) with session-based pricing of $50–$90/hour — roughly 50–72% below the $178 national average — subsidized by donor contributions processed through qgiv and supported by a network of scholarship partners. Patient acquisition runs through online intake forms hosted on Formstack, phone/email scheduling, organic social presence (Facebook, LinkedIn, Instagram), a therapist-authored blog/resource library, and community referrals via Grace Church. The organization is governed by a six-member board (Paul Lavery, Bob Kyle, Natalia Scott, Rebecca Archer, Chuck Allison, Bryce Hagedorn) and led by Executive Director Lauren Lashbrook and Clinical Director Jessica Zavala.

In January 2025, Grace Counseling moved into a 9,300-square-foot state-of-the-art facility within The Center for Teaching & Healing, scaling from 1,500 sq ft and 5 counseling rooms to 24 rooms — a build enabled by Circle Community Church's 2022 donation of land and a 20,000-square-foot building to Grace Church. The center states it has saved Central Florida clients more than $4.6 million in counseling fees cumulatively since 2019 through this subsidized model. Capacity expansion, headcount growth from 2 therapists in 2019 to a 30+ member team today, and the addition of group/workshop product lines are the primary operating signals in the data.

Name

Grace Counseling

Legal name

Grace Counseling Center of Florida

Website

https://gracecounselingcenter.org

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Grace Counseling Center of Florida is a 501(c)(3) non-profit operating affordable mental health counseling in Orlando and Winter Springs, plus telehealth statewide. It serves individuals (ages 4+), couples, families, and adolescents via licensed therapists, interns, and donor-subsidized scholarships.

Ownership category

akta.pro rank

Product category

Mental Health Counseling Services

NAICS

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

akta.pro primary industry

Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA)

Keywords

• Mental health counseling
• Faith-based therapy
• Telehealth counseling
• Family counseling
• Trauma therapy

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Counseling Session Fees: Session-based fees at tiered rates based on therapist qualification level. Reduced-cost model compared to industry average ($178/hr national average vs $50-$90 at Grace Counseling).
2. Group Counseling Sessions: Group sessions and workshops offered at reduced rates ($35/session for Building Godly Confidence group). One-time per-session pricing.
3. Donations and Charitable Contributions: Non-profit 501c3 organization funded by donors who invest in operations, scholarships, and special projects. Donations sustain scholarships and reduced-cost model.
4. Workshop Fees: Parent workshops and events at $15/ticket including dinner (e.g., Gather & Grow: Closing the Distance event).

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Grace Counseling is a nonprofit 501(c)(3) counseling center that delivers affordable professional mental health counseling to individuals (ages 4+), couples, families, and children/adolescents across Central Florida. Services span individual therapy, couples therapy, family therapy, group counseling, and educational workshops, with specialties including Play Therapy, trauma therapy (ART and EMDR), OCD, ADHD, grief, neurodivergence, and racial identity work. Sessions are delivered in person at Orlando and Winter Springs locations and via statewide Florida telehealth, with optional Christian integration and a needs-based scholarship program.

Product overview

Grace Counseling is a nonprofit counseling center offering affordable, professional Christian counseling through a multi-tiered service model. The organization provides individual counseling (ages 4+), couples counseling, family counseling, group counseling, and educational workshops, with both in-person and telehealth delivery options. Specialized services include Play Therapy, trauma treatment using ART and EMDR, and faith-integrated counseling. A tiered pricing model offers sessions with Student Interns ($50), Registered Interns ($65), and Licensed Therapists ($90), supplemented by needs-based counseling scholarships. The center also operates a training program to develop future therapists while expanding access to care.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Counseling One-on-one professional counseling for adults ages 18+ and children ages 4+ addressing anxiety, depression, ADHD, trauma, grief, OCD, neurodivergence, racial identity, and spiritual concerns, with optional Christian integration.
• Child and Adolescent Counseling Individual counseling for children and adolescents under age 18 with parent or guardian involvement in intake and ongoing treatment planning.
• Couples Counseling Counseling for two adults (18+) in a relationship, addressing pre-marital preparation, marital concerns, communication, attachment, and postpartum issues using approaches such as EFT and the Gottman Method.
• Family Counseling Family therapy sessions addressing family transitions, parenting, blended families, adoption, fostering, and divorce.
• Group Counseling Therapist-led group sessions providing peer support and shared healing for grief, anxiety, relationship challenges, and faith-based topics such as the Building Godly Confidence 5-week program ($35/session, $175 total).
• Workshops Interactive educational sessions led by trained facilitators, including parent workshops such as Gather & Grow at $15/ticket including dinner.
• Telehealth Services Virtual counseling appointments delivered via video to clients throughout the state of Florida, offering the same professional services as in-person sessions with flexible scheduling.
• Play Therapy Specialized counseling approach for children using play as a therapeutic medium to help children express emotions, process experiences, and develop coping skills.
• Trauma Therapy (ART and EMDR) Evidence-based trauma treatment modalities including Accelerated Resolution Therapy (ART) and Eye Movement Desensitization and Reprocessing (EMDR) for processing traumatic experiences and PTSD.
• Counseling Scholarships Needs-based financial assistance program providing reduced-cost and fully funded counseling sessions to qualifying clients, including dedicated funds for children/adolescents, veterans, and first responders.

Quantifiable outcome

• $4.6 million+ saved for Central Florida community in counseling fees since 2019
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Circle Community ChurchcoreStrategic or Co-development Partner · 1 January 2022In 2022, Circle Community Church donated their land and 20,000 square foot building to Grace Church, which decided to make this space The Center for Teaching & Healing, with 13,000 square feet designated for Grace Counseling's new home. This transformative donation enabled the significant expansion of Grace Counseling's facilities.
• Grace ChurchcoreStrategic or Co-development Partner · 1 January 2019Grace Church founded Grace Counseling as a ministry of the church. Pastor Mike Adkins of Grace Church had the vision to open a professional counseling center, and Grace Church provides organizational support, facilities (initially), and community integration for referrals.
• Liz LegacyminorGTM or Marketing PartnerLiz Legacy is a sponsor for the Gather & Grow: Closing the Distance parent workshop event, contributing to event promotion and community outreach for the parent education workshop.
• Scholarship Organizations (Various)minorStrategic or Co-development PartnerPartnership with scholarship organizations that help support counseling services for children and adolescents, veterans, and first responders through dedicated funding.

Scale indicators7 records

Recent moves12 records

Expansion highlights5 records

Broad incumbents

• AdventHealth: Large non-profit health system headquartered in Central Florida operating extensive behavioral health services including outpatient counseling. Comparable faith-based nonprofit health identity and overlapping Central Florida footprint, but at vastly greater scale and breadth.
• BetterHelp: Largest online counseling platform offering subscription-based therapy via telehealth nationally. Comparable therapy delivery but a for-profit, fully digital, secular model that competes for the same end clients from a different cost structure.
• Thriveworks: Large national outpatient mental health practice offering counseling and psychiatry in-person and via telehealth, accepting insurance. Comparable outpatient mental health service model at much greater scale, with a more commercial pricing and insurance structure.
• Talkspace: Public online therapy and psychiatry platform offering subscription-based sessions and insurance-billed services. Comparable therapy delivery at national scale; presents a more capitalized competitor to Grace's telehealth offering.

Others

• Headway: Platform that connects therapists with insurance networks and handles credentialing, billing, and practice management. An ecosystem enabler for outpatient mental health providers; if Grace Counseling moved to an insurance model, Headway would be a relevant operating partner.

Regional players

• Child & Family Services (Central Florida): Nonprofit provider of mental health, child welfare, and family services across Central Florida. Comparable regional nonprofit offering counseling to children, adults, and families, often funded by a mix of fees, contracts, and donations.

Direct peers

• Mercy Multiplied: Faith-based nonprofit delivering counseling and residential recovery programs for young women, integrating Christian faith with evidence-based therapy. Comparable faith-integrated, nonprofit mental health model with similar donor-funded structure.
• Open Path Collective: Nonprofit network offering affordable counseling sessions (typically $30-$80) with licensed therapists nationally. Closest peer by mission: discounted mental health access for individuals and families, with a comparable focus on reducing cost barriers.
• Samaritan Counseling Center: Faith-integrated counseling organization with multiple U.S. sites providing outpatient mental health services to individuals, couples, and families. Comparable faith-based outpatient counseling model with similar service mix and donor-supported operations.
• Christian Counseling & Educational Foundation (CCEF): Faith-based nonprofit providing biblical counseling, training, and resources with a strong therapist training program. Comparable integration of Christian faith with professional counseling and a similar focus on training future clinicians.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/61567385762917
• LinkedInlinkedin.com/company/gracecounselingcenter
• Instagraminstagram.com/gracecounselingfl

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grace Counseling