Wholehearted
- Company typePrivate
- Founded2020
- HeadquartersSacramento, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Wholehearted does
Wholehearted (legally Wholehearted Publishing, also operating as Wholehearted.org and Wholehearted Courses) is a private, founder-owned digital education company based in Sacramento, California that produces video programs, online courses, and live events focused on trauma healing, addiction recovery, and behavioral health education. The company was founded by two friends (firmographic sources state 2004, with a separate company-history source describing the origin around 2020) and operates with a small self-funded team of roughly 11-50 employees, with no external investors, no VC backing, and an explicit non-sale posture. The product surface is a dual-platform WordPress-based ecosystem: wholehearted.org serves as the flagship streaming platform featuring documentaries, multi-part series, shorts, and specials; courses.wholehearted.org hosts structured professional and self-help courses with continuing education credits through CAMFT and CADTP. Content is built around proprietary methodologies (most notably TJ Woodward's Conscious Recovery Method and M.O.V.I.E. Process) and licensed contributions from credentialed subject-matter experts including Dr. Gabor Maté, Dr. Dan Siegel, Dr. Ellen Langer, Roland Williams MAC, Bob Tyler, Mark Lundholm, and others.
The business model combines a freemium three-tier membership (Free, Plus at $99/year, Professional at $499/year), individual course purchases priced $99-$299, lifetime membership offers ($399-$995) during an annual fundraising window, and donation revenue that subsidizes a scholarship/financial-assistance program. Go-to-market is self-serve PLG through digital sign-up, supplemented by an affiliate program for content creators in the mental-health and recovery space and live events in Sacramento for community engagement and professional development. Customer segments split between individual consumers seeking self-help/trauma/addiction resources and mental-health, addiction-counseling, and behavioral-health professionals seeking CE credits and training. Marketing relies on organic social (YouTube, Facebook, Instagram), email/newsletter, and the free-content library as a top-of-funnel acquisition channel.
Wholehearted's competitive positioning emphasizes content from world-recognized experts and methods positioned 2-10 years ahead of mainstream practice, paired with credentialed professional content (CE-accredited courses for therapists, SUD counselors, social workers). The company adds new programs monthly and maintains an active Sacramento event presence but has not disclosed revenue, has no parent company, no subsidiaries, no funding rounds, and no documented M&A activity. Key structural risks include heavy reliance on a small expert contributor roster, scale constraints typical of a bootstrapped micro-operator, and the absence of any application layer (no mobile app) or AI-driven personalization in the product experience.
Wholehearted firmographics
Firmographics- Name
- Wholehearted
- Legal name
- Wholehearted Publishing
- Website
- https://wholehearted.org
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Wholehearted industry classification
Industry- Product category
- Mental Health Education
- NAICS
- Educational Services (611), Educational Support Services (61171), Software Publishers (5132)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Creator Course Marketplaces (Multi-Instructor Catalogs) (MPACALAA)
Keywords
Where Wholehearted is headquartered
LocationHeadquarters
- HQ city
- Sacramento
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wholehearted business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Membership Subscriptions: Annual subscription tiers providing access to video library, courses, and professional development content. Auto-renewal with annual billing cycle.
- Individual Course Sales: One-time purchase courses ranging from $99-$299 for specific programs like The Art of Group Facilitation, Conscious Creation, Ethics for SUD Counselors.
- Lifetime Memberships: One-time contribution lifetime access options offered during annual fundraising season: Lifetime Plus $399, Lifetime Professional $995.
- Donations: Direct financial contributions from members and supporters to fund new programs, free content, and scholarships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free membership with access to free video library and resources |
| Subscription | Annual | Plus (Personal) Membership for self-help and personal growth programs |
| Subscription | Annual | Professional Membership for continuing education and professional development |
| One time/ perpetual license | Multi-year contract | Lifetime Plus membership - one-time payment for lifetime access |
| One time/ perpetual license | Multi-year contract | Lifetime Professional membership - one-time payment for lifetime access |
| Unit Pricing | Pay-as-you-go | Individual courses from professional development catalog |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Wholehearted product offering
Product offeringCore offering
Wholehearted operates a dual-platform digital education ecosystem for trauma healing, addiction recovery, and mental health. The wholehearted.org streaming platform offers documentaries, series, and specials through tiered memberships (Free, Plus at $99/year, Professional at $499/year), while courses.wholehearted.org sells individual courses ($99-$299) and continuing education programs for mental health professionals. Content is delivered by clinicians and experts including Dr. Gabor Maté, TJ Woodward, Mark Lundholm, and others, with CE credits available through CAMFT and CADTP.
Product overview
Wholehearted operates a dual-platform digital education ecosystem: Wholehearted.org (https://wholehearted.org/) serves as the flagship video streaming platform offering documentary films, multi-part series, specials, and short-form content focused on trauma healing, addiction recovery, and mental health; and courses.wholehearted.org (https://courses.wholehearted.org/) provides a dedicated online course platform for professional continuing education and self-help programs. The video platform operates a three-tier membership model (Free, Plus at $99/year for self-help content, and Professional at $499/year for professional development and CE credits), while the course platform sells individual courses and programs with prices ranging from free to $299. Notable course instructors include Dr. Gabor Maté (A Masterclass for Healers, Healing Trauma & Addiction series), TJ Woodward (Conscious Recovery Method, Conscious Creation, The Power of Presence), Mark Lundholm (recovery comedy, group facilitation courses), Bob Tyler (Ethics for SUD Counselors), Roland Williams (Relapse Prevention, Working with Mandated Clients), Jon Daily (Treating Adolescent Addiction), and others. Continuing education credits are available through CAMFT and CADTP for eligible courses. The organization also offers a scholarship program for financial assistance and an affiliate marketing program.
Differentiator
Problem solved
Functional benefit
Products and services
- Wholehearted.org Streaming Platform Flagship video streaming platform offering documentaries, series, shows, and specials focused on trauma healing, addiction recovery, and mental health. Features a three-tier membership model with Free, Plus ($99/year), and Professional ($499/year) access levels.
- Courses.wholehearted.org Dedicated online course platform for continuing education and professional development courses for mental health professionals, with self-help courses also available. Features certificate of completion options and continuing education credits.
- A Masterclass for Healers Professional course presented by Dr. Gabor Maté covering healing approaches for practitioners. Provides 6 CE credits for CAMFT and CADTP.
- Healing Trauma & Addiction for Individuals & Families Comprehensive series on the roots of pain, addiction, and the path to wholeness presented by Dr. Gabor Maté. 360 minutes, 6 hours, 8 parts.
- Conscious Recovery Training for Professional Healers Comprehensive 23-lesson professional training course teaching the Conscious Recovery Method for addiction treatment professionals.
- The Art of Group Facilitation: The Power of Presence 8-part professional development course by TJ Woodward for therapists, counselors, and group leaders emphasizing authenticity, energetic presence, and presence-based facilitation. 265 minutes, 4.5 hours.
- Ethics for SUD Counselors 7-lesson continuing education course on ethics for substance use disorder counselors presented by Bob Tyler. 6 CE hours.
- Reparenting The Inner Child 18-lesson masterclass presented by Dr. Jennifer Hays-Grudo and Dr. Amanda Sheffield Morris on building resilience and healing childhood trauma. 380 minutes, 6.5 hours, 16 parts.
Quantifiable outcome
- Programs 2-10 years ahead of standard practices
- +1 more outcomes
Companies that use Wholehearted
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Wholehearted technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Wholehearted partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Wholehearted competitors and assessment
Company assessmentEmerging players
- SimplePractice: SimplePractice is a practice management platform built for mental health and behavioral health practitioners, including scheduling, billing, and telehealth. It shares Wholehearted's mental health professional target buyer and offers complementary tools rather than direct content competition.
Direct peers
- MasterClass: MasterClass is a premium subscription platform featuring expert-led video courses across many disciplines, taught by leading practitioners. It is comparable to Wholehearted in catalog structure (multi-instructor, branded courses), subscription pricing model, and reliance on celebrity expertise as core IP.
- Sounds True: Sounds True is a multi-instructor multimedia publisher of books, audio, and video programs on spirituality, healing, and personal transformation. It is comparable to Wholehearted in its catalog of wellness and trauma-recovery content from multiple experts, distributed through a digital-first publishing model.
- Mindvalley: Mindvalley is an online personal-growth learning platform featuring multi-instructor courses from world-renowned authors and coaches on topics like transformation, health, and consciousness. It is highly comparable to Wholehearted in its subscription-based access to expert-led video courses on personal development and self-improvement.
- PESI: PESI is a continuing education provider offering online courses, seminars, and certifications for mental health professionals, counselors, and social workers. It is directly comparable to Wholehearted's Professional tier and courses.wholehearted.org, both targeting licensed clinicians needing accredited CE credits.
Broad incumbents
- BetterHelp: BetterHelp is a large online therapy platform connecting users with licensed mental health professionals via subscription. It is adjacent to Wholehearted because both serve the mental health and recovery audience digitally, though BetterHelp delivers live 1:1 therapy while Wholehearted delivers on-demand educational content.
- Coursera: Coursera is a large online learning platform offering courses, certificates, and specializations from universities and companies, including continuing education for professionals. It overlaps with Wholehearted's professional CE audience and online course catalog, but operates at much larger scale across many disciplines.
- Calm: Calm is a leading consumer subscription app offering meditation, sleep, and mental wellness content from expert teachers. It overlaps with Wholehearted's mental-wellness audience and subscription model, but serves a broader mainstream audience with daily-use content rather than trauma/recovery specialization.
- Headspace: Headspace is a consumer mental wellness subscription app offering guided meditation, therapy, and coaching content. Comparable to Wholehearted in the subscription access to mental health and self-improvement content, but broader in scope and targeting general consumers rather than trauma and addiction specialization.
Others
- Teachable: Teachable is a creator course platform enabling instructors to build, host, and sell online courses and memberships. It is comparable to Wholehearted's underlying course delivery and membership technology (both run on similar creator-course infrastructure), though Teachable is a horizontal SaaS tool rather than a content brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Wholehearted social profiles
Digital presenceWholehearted financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wholehearted leadership team
Management profileNumber of profiles
Profiles1 record
Wholehearted funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wholehearted M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wholehearted
What does Wholehearted do?
Wholehearted operates a dual-platform digital education ecosystem for trauma healing, addiction recovery, and mental health. The wholehearted.org streaming platform offers documentaries, series, and specials through tiered memberships (Free, Plus at $99/year, Professional at $499/year), while courses.wholehearted.org sells individual courses ($99-$299) and continuing education programs for mental health professionals. Content is delivered by clinicians and experts including Dr. Gabor Maté, TJ Woodward, Mark Lundholm, and others, with CE credits available through CAMFT and CADTP.
Is Wholehearted a public or private company?
Wholehearted is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wholehearted founded?
Wholehearted was founded in 2020. It employs 11 to 50 people.
Where is Wholehearted based?
Wholehearted is headquartered in Sacramento, United States, in the North America region.
How does Wholehearted make money?
Four revenue lines are on record. Membership Subscriptions are the primary driver. The others are individual Course Sales, lifetime Memberships and donations.
Who are Wholehearted's main competitors?
SimplePractice is listed as an emerging player. Direct peers are MasterClass, Sounds True, Mindvalley and PESI. Broad incumbents are BetterHelp, Coursera, Calm and Headspace. Teachable is listed as an others.
Does Wholehearted have an API?
No public API is recorded for Wholehearted.
What industry is Wholehearted in?
Wholehearted's product category is Mental Health Education. Its primary akta.pro industry code is MPACALAA, Creator Course Marketplaces (Multi-Instructor Catalogs). Its NAICS code is 611 and its SIC code is 8200.