Reflective

What Reflective does

Reflective, operated by Fred Not Freud, LLC (a Delaware LLC headquartered in Bala Cynwyd, PA), is a mobile-first SaaS therapy engagement platform that enables US-licensed mental health professionals to assign custom homework exercises, psycho-education, and guided meditations to patients and to track progress between sessions. The platform comprises a web application, native iOS and Android apps, HIPAA-compliant cloud infrastructure, and a customizable worksheet/assignment builder backed by an extensive content library supporting CBT, ACT, DBT, and IFS modalities. Validated clinical screeners (PHQ-9, GAD-7, ACE), safety plans, group therapy facilitation, and timestamped patient submission data differentiate the product from generic productivity or note-taking tools.

The business model is a three-tier per-therapist subscription: Basic at $12/month, Premium at $28/month, and Practice at $48/month. Therapists pay and invite patients at no cost to the patient; a 30-day free trial drives self-serve product-led adoption, while the Premium and Practice tiers include 'Schedule a Demo' CTAs and dedicated account management for larger practices. The company sells only to US-licensed mental health professionals, is HIPAA/CCPA/GDPR compliant with a BAA in place, and is led by CEO Tevi Hirschhorn, CTO Avi Zuber, and Chief Clinical Officer Peter Golboro, LCSW.

Reflective was originally launched as CBT Buddy before rebranding to Reflective in February 2023, reflecting an evolution from a CBT-only tool to a multi-modality platform. No venture capital, private equity, or external institutional investment is disclosed in the source material, and the company appears to operate as a founder-led, bootstrapped private entity. The distribution motion is primarily direct self-serve via web and mobile app stores, supported by content marketing, a free resource library, and social media presence on LinkedIn, Facebook, and Twitter.

Name

Reflective

Legal name

Fred Not Freud, LLC

Website

https://reflectiveapp.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Reflective is a HIPAA-compliant mobile-first SaaS platform that enables US-licensed mental health professionals to assign custom homework, psycho-education, and guided meditations and to track patient progress between sessions via web and native iOS/Android apps.

Ownership category

akta.pro rank

Product category

Mental Health Therapy Software

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340)

SIC

Services-Social Services (8300)

akta.pro primary industry

Recreation Therapy, Stress Management & Mindfulness Programs (EDALAFAO)

Keywords

• Therapy engagement platform
• Mental health software
• Clinical homework platform
• Therapy practice software
• HIPAA-compliant telehealth

Headquarters

HQ city

Bala Cynwyd

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription SaaS - Basic Tier: Monthly subscription at $12/therapist providing unlimited assignments, 10 file attachments, 10 resource links, custom resources, custom assignment builder, therapist notes, safety plans, and patient mobile apps with email/chat support.
2. Subscription SaaS - Premium Tier: Monthly subscription at $28/therapist with everything in Basic plus unlimited assessments, unlimited file attachments, and group therapy management capabilities.
3. Subscription SaaS - Practice Tier: Monthly subscription at $48/therapist with everything in Premium plus organizational management, organizational reporting, practice-wide shared resources, 2FA, dedicated account manager, phone support, and resource library setup assistance.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Reflective is a HIPAA-compliant therapy engagement SaaS platform that lets US-licensed mental health professionals assign personalized homework exercises, psycho-education and guided meditations to their patients, monitor real-time completion with timestamped progress tracking, run group therapy sessions, and manage safety plans and clinical notes. The product is delivered via a web application and native iOS and Android apps and is sold on per-therapist monthly subscription tiers.

Product overview

Reflective is a therapy engagement platform designed to help mental health professionals improve patient outcomes between sessions. The product architecture consists of a core web-based platform with native iOS and Android mobile apps, supplemented by three pricing tiers (Basic at $12/month, Premium at $28/month, and Practice at $48/therapist/month) and an extensive library of therapy worksheets, assessments, and guided meditations supporting CBT, ACT, DBT, IFS, and other therapeutic modalities. Formerly known as CBT Buddy, the platform rebranded to Reflective in February 2023.

Differentiator

Problem solved

Functional benefit

Products and services

• Reflective Therapy Engagement Platform

Quantifiable outcome

• Up to 50% of adults drop mental health therapy programs due to non-adherence

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Recent moves6 records

Expansion highlights5 records

Others

• Talkspace: Talkspace is an online therapy provider that connects users with licensed therapists via messaging and video. It is an adjacent player in the digital mental health space rather than a direct tool competitor to Reflective.
• BetterHelp: BetterHelp is a large consumer-facing online therapy platform. While it uses a different B2C model rather than selling tools to clinicians, it competes for the same patient engagement outcomes and shapes therapist expectations for digital tools.
• Calm: Calm is a leading consumer meditation and mindfulness app. While Reflective embeds guided meditations as a therapy feature, Calm operates as a standalone consumer product—an adjacent offering rather than a direct competitor.

Broad incumbents

• SimplePractice: SimplePractice is a leading practice management and EHR platform serving therapists and wellness practitioners. As a broader incumbent, it offers scheduling, notes, telehealth, and billing, with adjacent engagement capabilities that could expand into Reflective's niche.
• TherapyNotes: TherapyNotes is a practice management and EHR platform tailored for behavioral health clinicians. Its broader scope (scheduling, notes, billing, telehealth) places it as an incumbent with overlapping patient-engagement adjacent capabilities.
• Jane App: Jane is a clinic practice management platform serving allied health and mental health practitioners. While broader than Reflective, it serves the same clinician segment and includes patient engagement features that overlap with Reflective's value proposition.
• Sessions Health: Sessions Health is a practice management platform built for therapists offering notes, telehealth, and client communication. It competes more broadly than Reflective but serves the same mental health practitioner customer.

Emerging players

• Headway: Headway is a mental health therapy marketplace that connects patients with in-network therapists. While it operates a different business model (insurance/access marketplace), it serves the same therapist customer base that Reflective targets.

Direct peers

• Quenza: Quenza is a therapy homework and client engagement platform that allows clinicians to send worksheets, psycho-education, and exercises between sessions—directly overlapping with Reflective's core offering for licensed mental health professionals.
• Carepatron: Carepatron is an all-in-one practice management platform for health and therapy practitioners that includes homework/assignment features alongside scheduling, notes, and billing—directly competing with Reflective's therapy engagement focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/reflectiveapphq
• Facebookfacebook.com/reflectiveapp
• LinkedInlinkedin.com/company/reflectiveapp

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Reflective