Therapy In The City, PLLC

What Therapy In The City, PLLC does

Therapy In The City, PLLC is a New York–domiciled professional corporation operating a multi-state mental health therapy practice founded in 2021 by Aliza Shapiro, LCSW. The practice delivers evidence-based clinical services — individual therapy, couples and family therapy, group therapy (DBT and OCD), an Intensive Outpatient Program, and coaching/consulting — to adults, adolescents, and children across in-person offices in New York (Midtown Manhattan and Upper West Side), Beverly Hills, California, and Bay Harbor, Florida, plus virtual therapy in eight additional states. Service delivery rests on a team of 22+ named clinicians trained in CBT, DBT, EMDR, EFT, and trauma-based modalities, supported by clinical supervisors, patient care coordinators, and administrative staff. Pricing is per-session at $175-$475 with a sliding scale of $80-$150, same-day appointments offered, and out-of-network superbills provided for insurance reimbursement.

The practice runs no proprietary clinical technology platform; operations are powered by a stack of best-in-class SaaS tools including ZocDoc and Calendly for booking, Flodesk for email marketing, PayPal and Square for payments, and Kajabi as the delivery layer for a tiered evidence-based digital training program targeted at external mental health clinicians (weekly didactics, CBT/DBT foundations, immersive DBT skills, and a master library with supervision). The go-to-market motion is direct-to-consumer: SEO and content marketing, organic social media (Instagram, TikTok, Facebook, Threads, LinkedIn), an email newsletter, founder-led PR/media (Glamour, POPSUGAR, NewBeauty, Washington Post), and word-of-mouth referrals, complemented by self-serve online booking. Revenue is generated from recurring fee-for-service clinical sessions, the clinician training subscription platform, and premium add-ons such as between-session phone and text coaching. The company is privately held, founder-led, with no disclosed external funding, parent entity, or institutional ownership.

Name

Therapy In The City, PLLC

Legal name

Therapy In The City, LCSW PLLC

Website

https://therapyinthecity.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Therapy In The City, PLLC is a founder-led, multi-state mental health practice delivering evidence-based individual, couples, group, and intensive outpatient therapy across offices in New York, California, and Florida, plus telehealth in eight additional US states.

Ownership category

akta.pro rank

Product category

Mental Health Therapy Services

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330), Outpatient Mental Health and Substance Abuse Centers (62142)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA)

akta.pro secondary industry

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

Keywords

• Mental health therapy
• Individual counseling
• Couples therapy
• Group therapy
• Intensive outpatient

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Therapy Sessions: Standard individual therapy for adults, adolescents, and children addressing mental health challenges including anxiety, OCD, depression, eating disorders, ADHD, trauma, grief, and more.
2. Couples & Family Therapy: Therapy services for couples across all stages of dating, marriage, long-term partnership, separation, and divorce.
3. Group Therapy: In-person and virtual DBT and OCD groups, 90 minutes per session, occurring weekly.
4. Intensive Outpatient Program (IOP): Immersive, individualized treatment programs for adults, adolescents, or children seeking a higher level of care beyond weekly therapy.
5. Digital Trainings for Clinicians: Four-tier evidence-based training program for mental health clinicians, including weekly didactics, CBT/DBT foundations, immersive DBT skills training, and a master library with supervision and community access.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Therapy In The City, PLLC is a private outpatient mental health practice delivering evidence-based therapy to adults, adolescents, and children across in-person offices in NY, CA, and FL and telehealth in seven additional states. Core offerings include individual therapy, couples and family therapy, weekly DBT and OCD group therapy, an Intensive Outpatient Program (IOP), coaching and consulting, and a separate tiered digital training platform for mental health clinicians. Session fees range from $175 to $475 with sliding-scale ($80–$150) availability and out-of-network superbills.

Product overview

Therapy In The City, PLLC is a mental health practice offering a suite of clinical therapy services centered around evidence-based modalities. Its core offerings include Individual Therapy, Couples & Family Therapy, Group Therapy (DBT and OCD groups), an Intensive Outpatient Program (IOP), and Coaching & Consulting Services. The practice also operates a separate education vertical through an Evidence-Based Digital Trainings platform (hosted on Kajabi), which provides tiered professional development for clinicians in CBT, DBT, mindfulness, and related modalities. Between-session phone and text coaching is offered as an add-on support to therapy clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Therapy One-on-one therapy for adults, adolescents, and children addressing anxiety, OCD, depression, eating disorders, relationship challenges, ADHD, school refusal, social anxiety, panic, trauma, grief, emotion dysregulation, and career changes.
• Couples & Family Therapy Therapy for couples and families across all stages of dating, marriage, long-term partnership, separation, and divorce, addressing relational dynamics, attachment wounds, communication conflicts, infidelity, trust, sex and intimacy, and decision-making.
• Group Therapy In-person and virtual DBT and OCD groups running 90 minutes per session weekly. DBT groups sequentially cover Mindfulness, Distress Tolerance, Emotion Regulation, and Interpersonal Effectiveness modules.
• Intensive Outpatient Program (IOP) Immersive, individualized treatment program for adults, adolescents, and children seeking a higher level of care beyond weekly therapy, focused on goal-oriented change for depression, panic disorder, OCD, and anxiety.
• Coaching & Consulting Services Career-focused (corporate or entrepreneurial), social media, or performance-related coaching and consulting for individuals seeking specific progress in professional realms; delivered globally.
• Evidence-Based Digital Trainings (Tiered Platform) Four-tier subscription digital training program for mental health clinicians covering Weekly Didactic Training (Tier 1), CBT & DBT Foundations (Tier 2), Immersive DBT Skills Training (Tier 3), and a Master Library & Community with biannual supervision (Tier 4).
• Phone & Text Coaching (Between-Session Support) Phone and text support offered between scheduled therapy sessions to help clients generalize skills into everyday living and manage crises outside the therapy hour.

Quantifiable outcome

• Sliding scale rates ($80-$150) for those with financial need, demonstrating commitment to accessibility

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Alma: Therapist-focused platform providing credentialing, insurance billing, and client matching for independent mental health practices. Comparable as a tech-enabled infrastructure layer for individual therapists that competes for the same clinician talent pool.
• Headway: Marketplace and billing infrastructure for mental health clinicians, enabling in-network insurance acceptance. Relevant peer because Therapy In The City operates out-of-network; Headway represents a competitive shift toward easier in-network scaling for independent therapists.
• Grow Therapy: Therapist-network platform enabling insurance billing and client matching. Competes with Therapy In The City for clinician recruitment and represents the in-network alternative to the practice's out-of-network positioning.
• Octave: Multi-state outpatient mental health practice combining in-person and virtual therapy with group programming. Closest direct comparison to Therapy In The City's hybrid in-person plus virtual model with modality-diverse clinician teams.
• Bend Health: Multi-state teletherapy and psychiatry provider serving children, adolescents, and adults with evidence-based modalities. Comparable on modality emphasis and family/teen focus, with similar virtual-first delivery model.

Broad incumbents

• Talkspace: Public telehealth therapy platform offering individual, couples, and teen therapy with insurance coverage. Comparable as a multi-state outpatient mental health therapy provider, though materially larger and tech-platform-led versus Therapy In The City's boutique clinician model.
• Lyra Health: Enterprise-focused mental health benefits platform providing therapy and coaching across modalities. Comparable on modality breadth and full continuum (including intensive programs), though sold primarily to employers rather than direct consumers.
• BetterHelp: Largest direct-to-consumer teletherapy platform, matching clients with licensed therapists. Overlaps with Therapy In The City on D2C mental health delivery and broad modality coverage, but operates as a marketplace at vastly greater scale.

Direct peers

• Two Chairs: Multi-location outpatient mental health practice offering in-person and virtual therapy with evidence-based modalities, group therapy, and measurement-based care. Closely mirrors Therapy In The City's hybrid model, premium positioning, and modality-diverse clinical team.

Others

• Zocdoc: Online booking marketplace used by Therapy In The City for appointment scheduling. Relevant as a distribution channel and as an indirect peer competing for therapy patient acquisition through its broader healthcare provider marketplace.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/therapy-in-the-city-pllc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Therapy In The City, PLLC