Sego Lily Counseling

What Sego Lily Counseling does

Sego Lily Counseling is a multi-location mental health counseling practice headquartered in Pleasant Grove, Utah, founded and clinically directed by Penelope Bergeron, a Licensed Clinical Social Worker (BYU, MSW 2008). The practice serves individuals, couples, families, children, and adolescents across Utah through 8 physical office locations (Pleasant Grove, Spanish Fork, Lehi, Provo, Sugar House, Millcreek, Taylorsville) and statewide telehealth coverage. Client segments include adults with anxiety, depression, trauma, PTSD, addiction, eating disorders, and life transitions; couples and families; new mothers; and individuals navigating faith transitions and LGBTQIA+ concerns, including hormone replacement therapy support letters.

The practice delivers therapy through approximately 16 distinct modalities and programs, including Individual Therapy, Couples Counseling, Family Counseling, Child & Adolescent Therapy, Group Therapy, EMDR, Accelerated Resolution Therapy (ART), CBT, DBT, IFS, Emotion-Focused Therapy, Mindfulness-Based Cognitive Therapy, Play Therapy, Sand Tray Therapy, a DBT Skills Training Group, and a POTS support group. Services are delivered by a team of 40+ therapists (fully licensed clinicians, pre-licensed therapists, and supervised therapy interns) supported by an internal administrative team handling intake, scheduling, and billing. No proprietary technology, AI tooling, or software product is disclosed; the practice uses the Brighter Vision platform for website and practice management.

Revenue is generated primarily through fee-for-service therapy sessions billed per session and reimbursed by 11+ insurance networks (Select Health, EMI, Blue Cross Blue Shield, United Health Care, Cigna, Aetna, DMBA, PEHP, University of Utah Health Plans, HMHI, and Utah State Medicaid), with session rates tiered at $75 (intern), $125 (pre-licensed), and $150 (fully licensed). Out-of-pocket private pay, clergy pay, Crime Victim Reparations, multiple EAPs, and all major credit cards are also accepted. Go-to-market is direct-to-consumer with self-referral via website, phone, and email, supplemented by organic SEO content marketing, Google Business profile review solicitation, and community referrals.

Name

Sego Lily Counseling

Legal name

Sego Lily Counseling

Website

https://segolilycounseling.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sego Lily Counseling is a Utah-based multi-location mental health therapy practice operating 8 physical offices plus statewide telehealth with 40+ therapists delivering individual, couples, family, and child therapy across diverse evidence-based modalities to insured and private-pay clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Pleasant Grove

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Insurance-Based Therapy Services: Contracted with major insurance providers including Select Health, EMI, Blue Cross Blue Shield, United Health Care, Cigna, Aetna, DMBA, PEHP, University of Utah, HMHI, and Utah State Medicaid. Clients pay co-pays and deductibles per their insurance plan.
2. Private Pay: Out-of-pocket payment for clients without insurance coverage or preferring private pay. Rates vary by clinician experience level.
3. Alternative Payment Forms: Accepts clergy pay, Crime Victim Reparations, several EAPs (Employee Assistance Programs), and all major credit cards.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Sego Lily Counseling is a multi-location outpatient mental health counseling practice delivering individual, couples, family, child/adolescent, and group therapy across eight Utah offices plus statewide telehealth. Services are provided by 40+ licensed clinicians, pre-licensed therapists, and supervised interns using evidence-based modalities including EMDR, ART, CBT, DBT, IFS, EFT, Mindfulness-Based Therapy, Play Therapy, and Sand Tray Therapy, with payment through major insurance plans or private pay.

Product overview

Sego Lily Counseling is a multi-location mental health counseling practice offering a comprehensive suite of therapeutic services across Utah. The practice operates as a unified service platform centered around individual, couples, family, and group therapy, supplemented by specialized therapeutic modalities including EMDR, ART, CBT, DBT, IFS, EFT, Mindfulness-Based Therapy, Play Therapy, and Sand Tray Therapy. The practice delivers services both in-person at multiple Utah locations and via Telehealth video conferencing, with distinct programs such as the DBT Skills Training Group and POTS Group. Services are provided by a team of licensed clinicians, provisionally licensed therapists, and therapy interns under supervision.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Therapy One-on-one therapeutic sessions where a single therapist helps clients develop and achieve specific goals for mental health and well-being, treating concerns such as anxiety, depression, trauma, addiction, eating disorders, grief, and life transitions.
• Couples Counseling Relationship therapy sessions helping partners improve communication, resolve conflicts, and strengthen emotional bonds using evidence-based approaches including Emotion-Focused Therapy (EFT).
• Family Counseling Therapy addressing family dynamics, improving communication, and resolving conflicts among family members to restore and strengthen family relationships, including blended-family and parenting support.
• Child & Adolescent Therapy Specialized therapy for children and teenagers using age-appropriate approaches including CBT, ACT, and family therapy to address emotional and behavioral challenges such as ADHD, autism, and teen issues.
• Group Therapy Therapeutic sessions conducted in a group setting led by a therapist, providing peer support and shared learning experiences for clients facing similar challenges.
• Telehealth Services Virtual therapy sessions conducted via live video conferencing, allowing clients across Utah to receive counseling remotely from a computer or smartphone.
• EMDR Therapy Eye Movement Desensitization and Reprocessing therapy using bilateral stimulation to help the brain reprocess traumatic memories and reduce emotional distress associated with PTSD and trauma.
• Accelerated Resolution Therapy (ART) Innovative psychotherapy using voluntary image replacement and guided eye movements to provide rapid relief from emotional distress and trauma without requiring detailed verbal disclosure.
• Cognitive Behavioral Therapy (CBT) Short-term, problem-focused behavioral treatment helping clients identify and change unhelpful thought patterns and behaviors that influence emotions and actions.
• Dialectical Behavior Therapy (DBT) Comprehensive skills-based treatment focusing on mindfulness, distress tolerance, emotion regulation, and interpersonal effectiveness to manage painful emotions and improve relationships.
• Internal Family Systems (IFS) Evidence-based therapy treating the mind as a system of distinct 'parts' managed by a compassionate core 'Self', helping individuals heal by harmonizing inner parts.
• Emotion-Focused Therapy (EFT) Therapeutic approach based on the premise that emotions are key to identity and decision-making, helping individuals become aware of, welcome, and regulate emotions.
• Mindfulness-Based Therapy (MBCT) Mindfulness-Based Cognitive Therapy combining cognitive therapy with meditative practices to help people separate from thoughts and moods, reducing depression relapse.
• Play Therapy Evidence-based therapeutic approach for children ages 3-12 using play as their natural language of communication, allowing expression of emotions and processing of experiences through toys, art, and imaginative play.
• Sand Tray Therapy Creative expressive form of play therapy using sand and miniature figures in a tray to help individuals explore emotions and inner conflicts in a safe, supportive environment.
• DBT Skills Training Group Structured group program teaching Dialectical Behavior Therapy skills including mindfulness, distress tolerance, emotion regulation, and interpersonal effectiveness.
• POTS Group Support group for individuals dealing with Postural Orthostatic Tachycardia Syndrome, providing peer support and therapeutic interventions.

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core.

• Select HealthcoreOthersMajor health insurance provider contracted with Sego Lily Counseling for in-network mental health services.
• EMIcoreOthersInsurance provider contracted for in-network mental health services.
• Blue Cross Blue ShieldcoreOthersMajor national insurance provider contracted for in-network mental health services.
• United Health CarecoreOthersMajor health insurance provider contracted for in-network mental health services.
• CignacoreOthersGlobal health insurance provider contracted for in-network mental health services.
• AetnacoreOthersMajor health insurance provider contracted for in-network mental health services.
• DMBAcoreOthersInsurance provider contracted for in-network mental health services.
• PEHPcoreOthersPublic education benefit provider contracted for in-network mental health services.
• University of Utah Health PlanscoreOthersUniversity-affiliated health insurance provider contracted for in-network mental health services.
• HMHI (Huntsman Mental Health Institute)coreOthersMental health institute contracted for in-network mental health services.
• Utah State MedicaidcoreOthersState Medicaid program contracted for in-network mental health services.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BetterHelp: Online therapy platform offering individual, couples, and teen counseling via subscription messaging and live video. Directly comparable as a competing channel for clients who would otherwise choose in-person or telehealth sessions at Sego Lily; competes on price ($60–90/week subscription) and convenience.
• Two Chairs: Multi-location in-person and virtual therapy practice operating clinics in California, Florida, New York, and Washington with a tech-enabled matching model. Highly comparable to Sego Lily's hybrid clinic-plus-telehealth, multi-specialty therapist model.
• Talkspace: Public online therapy and psychiatry platform serving individuals, couples, and teens across all 50 U.S. states. Directly competes with Sego Lily's telehealth arm on accessibility, insurance acceptance, and broad modality coverage (CBT, DBT, EMDR).
• Cerebral: Online mental health subscription provider offering therapy and medication management for anxiety, depression, and ADHD. Directly competes with Sego Lily for adult self-pay clients seeking convenient remote therapy and prescriber access.
• LifeStance Health: Public, large-scale outpatient mental health platform with 600+ centers across the U.S. offering psychotherapy, psychiatry, and TMS. Comparable in multi-location, multi-specialty, in-network insurance model; key difference is geographic scale (national vs. Sego Lily's Utah footprint).

Broad incumbents

• Spring Health: Global mental health benefits platform serving employers and health plans with therapy, coaching, medication, and EAP services. Comparable on broad specialty coverage and insurance contracts but operates as B2B benefits infrastructure rather than a consumer-facing clinic.
• Lyra Health: Enterprise mental health benefits platform serving employers like Microsoft, Uber, and Pinterest with in-person and virtual therapy plus coaching. Comparable modality breadth and in-network insurance model, but targets B2B benefits buyers rather than Sego Lily's direct-to-consumer motion.
• Headspace Health: Combined Headspace (meditation, self-care) and Ginger (on-demand coaching, therapy, psychiatry) platform serving consumers, employers, and health plans. Comparable on evidence-based modality offering and digital delivery, but a broader consumer/wellness brand rather than a clinical practice.

Regional players

• Wasatch Mental Health: Community mental health provider serving Utah County with outpatient therapy, psychiatry, and crisis services. Most direct local-market peer to Sego Lily's Utah County footprint; both serve overlapping populations with insurance-funded outpatient mental health.
• Odyssey House of Utah: Utah-based nonprofit providing mental health, substance use, and recovery services across Salt Lake City. Regional comparable to Sego Lily's SLC County offices; competes for similar in-network Utah Medicaid and addiction/recovery referrals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sego-lily-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 Sego Lily Counseling