NuWell Counseling

What NuWell Counseling does

NuWell Counseling is an online pastoral counseling and coaching practice operating under the legal entity The Grace Wellness Center, founded in 2009 by Steve and Jeana Luther in North Huntingdon, Pennsylvania. The organization delivers faith-rooted counseling and coaching services that integrate Biblical principles with evidence-based therapeutic practices, serving individuals, couples, families, and professionals across the United States and internationally through digital channels. Its service portfolio spans seven core offerings — Pastoral Counseling, Christian Life Coaching, Business Coaching, Marriage & Relationships, Grief & Loss Support, Anxiety & Stress Management — alongside a wholly-owned subsidiary, NuWell Health, which provides natural health services addressing mental, spiritual, and physical wellness.

The company operates a direct-to-consumer model with no insurance billing, positioning its pastoral counselors (who are not state-licensed) as an alternative to traditional insurance-funded therapy. Clients pay out-of-pocket for sessions delivered via online video and chat on a flexible schedule. Customer acquisition is driven primarily through content marketing (a blog and dedicated SEO-optimized service pages for each condition or use case) and direct website intake, with no enterprise sales motion, channel partnerships, or marketplace listings. Pricing is not publicly disclosed; prospective clients are routed to a dedicated pricing page and intake form.

NuWell is a private, bootstrapped, founder-owned company with approximately 8 employees, a single Pennsylvania office, and no disclosed external funding, M&A activity, or institutional investors. The company has grown from a local wellness center into an internationally marketed online organization, with the current product surface and digital footprint reflecting that 2024 transition. Technology is limited to standard online video/chat delivery with no proprietary platform, AI capabilities, or third-party integrations disclosed.

Name

NuWell Counseling

Legal name

The Grace Wellness Center

Website

https://nuwell.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

NuWell Counseling is a faith-based online pastoral counseling and coaching practice serving individuals, couples, and professionals globally through digital channels, integrating Biblical principles with evidence-based therapeutic practices across seven service lines under The Grace Wellness Center.

Ownership category

akta.pro rank

Product category

Pastoral Counseling and Christian Coaching Services

NAICS

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

SIC

Services-Health Services (8000)

akta.pro primary industry

Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA)

akta.pro secondary industries

Mindfulness-Based Coaching & Training (MBSR/MBCT-style) (HSADAJAB), Couples & Family Therapy Teletherapy Platforms (HLALAEAG)

Keywords

• Pastoral counseling services
• Christian life coaching
• Online marriage counseling
• Grief and loss support
• Faith-based therapy

Headquarters

HQ city

North Huntingdon

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. Pastoral Counseling and Coaching Sessions: The company generates revenue through direct-to-consumer billing for pastoral counseling and coaching sessions. They explicitly do not accept insurance, positioning their service as an alternative to traditional insurance-funded counseling. Clients pay out-of-pocket for services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

NuWell Counseling delivers online pastoral counseling and coaching sessions to individuals, couples, and families, integrating Biblical principles with evidence-based therapeutic practices. Services include pastoral counseling, Christian life coaching, business coaching, marriage and relationship counseling, grief and loss support, anxiety and stress management, and natural health consultations. Sessions are conducted online via video and chat on a confidential, client-scheduled basis, billed directly to clients without insurance involvement.

Product overview

NuWell Counseling is a faith-based pastoral counseling and coaching organization offering online services globally. The company provides a unified portfolio of counseling services including Pastoral Counseling (core faith-centered therapy), Christian Life Coaching, Business Coaching, Natural Health, Marriage & Relationships, Grief & Loss Support, and Anxiety & Stress Management. These services are delivered online through licensed pastoral counselors and certified coaches, combining Biblical principles with evidence-based practices to address the spiritual, emotional, and physical dimensions of clients' lives. Founded in 2009 and expanding from a local wellness center into an international online organization.

Differentiator

Problem solved

Functional benefit

Products and services

• Pastoral Counseling Faith-centered counseling that addresses the whole person — emotional, spiritual, and relational — grounded in Biblical truth, integrating therapeutic support with spiritual guidance for individuals seeking faith-rooted care.
• Christian Life Coaching Coaching services to help clients discover and step into their God-given calling, break through barriers, and build toward the life they were made for, from a Christian perspective.
• Business Coaching Coaching services focused on business and professional development from a faith-based perspective, supporting business professionals in strategy, direction, and growth.
• Natural Health Whole-person care that nurtures mental, spiritual, and physical health through natural health approaches, complementing NuWell's counseling and coaching offerings.
• Marriage & Relationships Counseling services to strengthen important connections with guidance rooted in love, respect, and timeless Biblical principles, for couples and families.
• Grief & Loss Support Compassionate, non-judgmental support for processing loss at the client's pace, integrating faith-based perspectives, for individuals experiencing grief.
• Anxiety & Stress Management Practical, faith-informed tools to manage anxiety, find peace, and reclaim confidence and calm, for individuals dealing with anxiety, stress, and depression.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Soul Shepherding: Pastoral counseling and spiritual direction organization focused on integrating contemplative spirituality with counseling. Highly comparable to NuWell's faith-rooted, non-state-licensed pastoral approach and whole-person care philosophy.
• Crosswalk Counseling: Christian counseling center offering faith-based therapy for individuals, couples, and families. Comparable to NuWell in client focus, faith-rooted methodology, and service portfolio breadth across counseling modalities.
• Christian Counseling Associates: Faith-based counseling practice offering individual, marriage, and family counseling from a Christian perspective. Operates in the same faith-integrated counseling category with overlapping service lines such as marriage and grief support.
• Faithful Counseling: Online Christian counseling platform that connects users with licensed therapists integrating faith and therapy. Operates with a similar faith-rooted positioning, online-only delivery, and direct-to-consumer subscription model, making it the closest direct comparable to NuWell.

Broad incumbents

• Cerebral: Online mental health platform providing therapy and medication management via subscription. While secular and focused on anxiety/depression, it competes in the same online self-pay mental health category as NuWell.
• Talkspace: Public online therapy and psychiatry platform serving individuals and enterprises via subscription. Competes with NuWell in the broader online counseling market and represents a scaled, well-capitalized benchmark for online therapy delivery models.
• LifeStance Health: National outpatient mental health platform providing in-person and virtual psychiatric and therapy services. Represents a scaled incumbent in outpatient mental health with hybrid online delivery that competes for similar clinical referrals.
• BetterHelp: Largest online counseling platform offering secular subscription therapy delivered via video, chat, and phone. While not faith-based, it competes for the same online counseling consumer and includes Faithful Counseling as a sister brand, making it a key structural incumbent.

Regional players

• The Christian Counseling Center of Southlake: Regional faith-based counseling practice offering in-person and online Christian therapy. Comparable service portfolio and faith-integrated methodology to NuWell, but operates with a regional clinic footprint rather than a pure online model.

Emerging players

• Pure Desire Ministries: Faith-based organization offering pastoral counseling, group programs, and resources focused on sexual integrity and addiction recovery. Comparable to NuWell's faith-integrated pastoral counseling model but with a more specialized clinical focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/nuwell-counseling

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 NuWell Counseling