WORTH IT counseling + coaching

What WORTH IT counseling + coaching does

WORTH IT counseling + coaching is a private, founder-owned mental health counseling practice headquartered in Lehi, Utah, with a secondary location in Salt Lake City. Founded in 2009 by Aimee Mortensen and rebranded to its current name in 2020, the practice employs approximately seven people and serves individuals, couples, and families across Utah through in-person therapy, supplemented by telehealth-adjacent scheduling via the SimplePractice client portal. Its core clinical offerings include individual therapy, couples counseling, sex therapy, life coaching/consulting, corporate presentations, and a portfolio of specialty services spanning grief, LGBTQIA+, consensual non-monogamy, faith transition, ADHD, and auto-accident trauma.

The practice's underlying "technology" is the set of evidence-based therapeutic modalities delivered by its licensed clinicians, including Brainspotting, Neurofeedback, EMDR, Cognitive Behavioral Therapy, the Gottman Method, and AASECT-certified sex therapy. Clinician specialization in underserved niches — particularly LGBTQIA+ affirming care, polyamory/CNM, sex therapy, and faith transition support — is the primary differentiator relative to generalist therapy providers in the Utah market.

The business model is per-session unit pricing with unit prices ranging from $150 (individual therapy) to $175 (couples, intake, life coaching, discernment) and $200 (co-parenting). Individual sessions are partially insurance-reimbursable via in-network status with nine Utah insurance plans (BCBS, DMBA, DMI, GEHA, Molina, MotivHealth, SelectHealth, UMR, University of Utah Health); couples sessions are self-pay only. Supplementary revenue streams include corporate wellness presentations (custom-priced B2B contracts) and digital workbook sales (e.g., 'Summer Bodies, Intimacy + Insecurity') distributed through Flodesk. Go-to-market is direct-to-consumer, driven by content marketing, local SEO, social media, Psychology Today listings, referrals, and earned media, with no institutional investors or external funding.

Name

WORTH IT counseling + coaching

Legal name

WORTH IT counseling + consulting

Website

https://worth-it.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

WORTH IT counseling + coaching is a private, founder-owned Utah therapy practice in Lehi and Salt Lake City employing seven people. It delivers evidence-based individual, couples, sex, and specialty therapy to individuals, couples, and families, plus corporate wellness and digital workbook products.

Ownership category

akta.pro rank

Product category

Mental Health Counseling Services

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330)

SIC

Services-Misc Health & Allied Services, Nec (8090), Services-Health Services (8000)

akta.pro primary industry

Mental Health Counseling & Psychotherapy Services (EDALAFAB)

akta.pro secondary industries

Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG), General Health Coaching (HSADAGAA)

Keywords

• Mental health counseling
• Couples therapy
• Sex therapy
• Trauma therapy
• Relationship counseling

Headquarters

HQ city

Lehi

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Therapy Sessions: One-on-one therapy sessions with licensed therapists for mental health concerns including trauma, anxiety, depression, ADHD, and personal growth. Insurance accepted for in-network plans.
2. Couples Counseling Sessions: Therapy sessions for couples addressing relationship issues, communication, intimacy, and life transitions. Couples sessions are not covered by insurance and are self-pay only.
3. Life Coaching/Consulting: Forward-looking, action-oriented consulting sessions for personal or professional goal achievement. Available without insurance or diagnosis requirement.
4. Corporate Presentations: Customized workplace wellness presentations delivered to corporations covering stress management, team building, communication, and mental health topics.
5. Therapy Workbooks: Sale of therapeutic workbooks such as 'Summer Bodies, Intimacy + Insecurity' for self-guided therapy and mental health education outside the office setting.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

WORTH IT counseling + coaching is a private mental health counseling practice in Utah that delivers licensed individual therapy, couples counseling, sex therapy, life coaching, and specialty counseling services (trauma, grief, LGBTQIA+, ADHD, polyamorous relationships, auto accidents). The practice also offers customized corporate wellness presentations to employers and sells a digital self-help workbook. Sessions are priced per unit, with insurance accepted for individual therapy and self-pay for couples and specialty services.

Product overview

WORTH IT counseling + coaching is a Utah-based therapy practice offering a portfolio of mental health and relationship services. The core offering comprises Individual Therapy, Couples Counseling, Life Coaching/Consulting, Corporate Presentations, and Polyamorous Relationships/ENM Counseling. Specialty services include Auto Accidents & Trauma Therapy, Better Breakups, Grief & Loss Counseling, LGBTQIA+ Affirming Counseling, Marriage & Divorce Counseling, Sex Therapy, and ADHD Therapy. The practice also offers a digital product, the Summer Bodies, Intimacy + Insecurity Workbook, available for purchase online. The practice operates two physical office locations in Lehi and Salt Lake City, Utah, and uses the SimplePractice client portal software for appointment booking.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Therapy One-on-one therapy sessions tailored to the client's goals and mental health needs, offering skills-building, coping strategies, and self-awareness development for issues such as anxiety, depression, trauma, grief, ADHD, and stress management. Insurance accepted for in-network plans.
• Couples Counseling Therapy sessions for couples at any stage (married, dating, engaged, LGBTQIA+, co-parents) focused on communication, intimacy, conflict resolution, and relationship strengthening. Self-pay only; insurance not accepted for couples sessions.
• Life Coaching / Consulting Forward-looking, action-oriented consulting sessions for individuals seeking to achieve personal or professional goals, clarify values, and create life roadmaps. Available without insurance or diagnosis requirement.
• Corporate Presentations On-site or customized workplace presentations covering stress management, resilience, emotional intelligence, communication, inclusivity, crisis/trauma management, and team building for employee groups. B2B offering priced under custom contract.
• Polyamorous Relationships / ENM Counseling Specialized therapy for individuals and relationships exploring consensual non-monogamy (CNM), addressing communication, jealousy, boundaries, and social stigma.
• Auto Accidents & Trauma Therapy Therapy for emotional and psychological recovery following car accidents using CBT, EMDR, and mindfulness techniques.
• Better Breakups Counseling Counseling and consulting for individuals navigating relationship endings, including preparation for separation and emotional recovery.
• Grief & Loss Counseling Therapy for processing grief and loss using evidence-based approaches including Brainspotting and personalized coping strategies.
• LGBTQIA+ Affirming Counseling Inclusive therapy for LGBTQIA+ individuals covering gender identity, coming out, relationship counseling, and navigating discrimination.
• Marriage & Divorce Counseling Therapy for strengthening marriages and for navigating the emotional process of divorce and relationship transitions.
• Sex Therapy Specialized counseling addressing intimacy, sexual health, desire discrepancies, sexual trauma recovery, and body confidence using talk-based therapeutic approaches, delivered by an AASECT-certified sex therapist.
• ADHD Therapy Therapy and resources for individuals with ADHD focusing on task management, emotional regulation, and functioning tools for those aged 12 and older.
• Summer Bodies, Intimacy + Insecurity Workbook A therapist-created downloadable workbook for anyone seeking to address body image concerns and their impact on intimacy, confidence, and relationships. Sold online through the Flodesk storefront.

Quantifiable outcome

• 15+ years of operation with established reputation as trusted mental health provider in Utah County
• +1 more outcomes

Named customers2 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• AASECT (American Association of Sexuality Educators, Counselors and Therapists)coreStrategic or Co-development PartnerAASECT is the primary certifying body for sex therapists. Aimee Mortensen holds AASECT Certified Sex Therapist (CST) certification, one of the limited practitioners with this credential in Utah. This association provides credibility and specialization for sex therapy services.
• LGBTQ Therapists NetworkminorStrategic or Co-development PartnerListed partner network for LGBTQIA+ therapist referrals and resources, supporting the practice's LGBTQ-affirming therapy services.
• Insurance Providers (BCBS, DMBA, DMI, GEHA, Molina, MotivHealth, SelectHealth, UMR, University of Utah Health)coreOthersIn-network provider relationships with major Utah insurance plans including Blue Cross Blue Shield, DMBA, DMI, GEHA, Molina Healthcare, MotivHealth, Select Health, UMR, and University of Utah Health. These partnerships enable insurance-covered therapy sessions for individual clients.

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Pride Counseling: Pride Counseling is an online therapy platform dedicated to serving the LGBTQIA+ community with affirming counselors. It directly competes for the same LGBTQIA+ affirming therapy segment that WORTH IT highlights as a key specialization, although delivery is virtual rather than in-person.
• Two Chairs: Two Chairs operates a multi-location in-person therapy practice with a strong emphasis on matching clients to specialized clinicians and accepting insurance. It is the closest scaled analog to WORTH IT's in-person, insurance-billing, modality-focused therapy model, though it operates at significantly larger scale across multiple states.
• Regain: Regain is a dedicated couples and relationship counseling platform offering online therapy with licensed therapists. It directly overlaps with WORTH IT's couples counseling, Gottman Method, and relationship-focused service lines, even though Regain is virtual-first and WORTH IT emphasizes in-person care.

Broad incumbents

• BetterHelp: BetterHelp is the largest online therapy marketplace, offering individual, couples, and teen therapy via subscription messaging and live sessions. It competes with WORTH IT's core individual therapy and couples counseling services, particularly for clients willing to use virtual care and self-pay models.
• Headspace Health: Headspace Health combines the Headspace consumer meditation/wellness app with the Ginger therapy platform, offering mental health coaching, therapy, and self-guided content. It competes at the overlap of wellness coaching and therapy services similar to WORTH IT's coaching-plus-therapy hybrid offering.
• Talkspace: Talkspace is a large, publicly traded online therapy platform serving individuals, couples, and teens across all 50 states. It overlaps with WORTH IT's individual and couples therapy services but at vastly greater scale and via a fully virtual, technology-led delivery model rather than in-person specialty practice.
• Cerebral: Cerebral is a tele-mental health provider offering therapy and medication management for anxiety, depression, and ADHD. It overlaps with WORTH IT's individual therapy, anxiety/depression treatment, and ADHD specialty, though Cerebral combines prescribing services with therapy in a virtual-only model.

Emerging players

• Calmerry: Calmerry is an online therapy and messaging platform that connects clients to licensed therapists for individual and couples counseling. It is comparable as a smaller, virtual alternative to WORTH IT for clients prioritizing affordability and convenience over in-person specialty care.
• Charlie Health: Charlie Health provides intensive outpatient and virtual mental health programs for adolescents and young adults, with strong trauma and EMDR-adjacent clinical offerings. It overlaps with WORTH IT's trauma, grief, and adolescent therapy segments at a more program-based, virtual delivery model.

Others

• Open Path Psychotherapy Collective: Open Path is a nonprofit network of therapists offering reduced-fee sessions to clients in need. It is comparable to WORTH IT as a multi-modality therapy provider for individuals and couples but serves the opposite end of the affordability spectrum and operates as a referral network rather than a branded practice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• TikToktiktok.com/@worthitcounseling
• Pinterestpinterest.com/worthitcounseling
• LinkedInlinkedin.com/company/worth-it-counseling-coaching

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 WORTH IT counseling + coaching