Afg Guidance Center, Ltd.

What Afg Guidance Center, Ltd. does

AFG Guidance Center, Ltd. is a privately held outpatient mental health practice headquartered in Northfield, Illinois, serving the Chicago North Shore area. Founded by Dr. Alfreda Grosrenaud, the practice delivers a multidisciplinary suite of psychiatric, therapeutic, and neurobehavioral services for adults and children, with a clinical team of six psychiatrists supported by therapists and a neuropsychology team. Core offerings include psychiatric evaluations, medication management, individual and family therapy, neuropsychological testing, quantitative EEG (qEEG) brain mapping, genetic testing, and biofeedback/neurofeedback-based neuro-behavioral therapy. The practice differentiates through in-house access to advanced, FDA-cleared modalities — NeuroStar Transcranial Magnetic Stimulation (TMS) and SPRAVATO (esketamine) — primarily used for treatment-resistant depression and OCD, along with structured adolescent programs such as the AFG College Readiness Program and an Executive Functioning Group.

The business model is service-fee based, with revenue generated from professional psychiatric and therapeutic services billed primarily through insurance. The practice is in-network with Blue Cross Blue Shield PPO, while out-of-network clients pay at time of service via cash, check, or credit card. Go-to-market is sales-led and locally driven: phone-based intake scheduling, SEO-oriented website content, and educational blog marketing across mental health, parenting, and child-development topics. Services are delivered in person across two office locations (Northfield and Lincolnshire) and via telehealth to patients throughout Illinois. The practice operates under HIPAA-compliant privacy controls and holds no external investors, parent entities, or disclosed funding.

Scale remains modest by design: the firmographic profile indicates 1–10 employees operating from two physical sites, with no public disclosures of revenue, fundraising, or M&A activity. Strategic posture to date has been incremental — a second office opening in Lincolnshire in October 2018, a relocation to a larger Northfield facility in January 2023, and progressive layering of higher-acuity services (TMS, SPRAVATO, qEEG, genetic testing) onto the underlying psychiatric and therapy practice.

Name

Afg Guidance Center, Ltd.

Legal name

Afg Guidance Center

Website

https://afgfamily.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

AFG Guidance Center is a private outpatient mental health practice in Northfield, IL, delivering psychiatric care, therapy, neurobehavioral services, TMS, and SPRAVATO treatments to adults and children across the Chicago North Shore.

Ownership category

akta.pro rank

Product category

Mental Health Services

NAICS

Offices of Physicians, Mental Health Specialists (621112), Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Psychiatry & Medication Management Platforms (HLALAEAB)

akta.pro secondary industries

Neurodevelopmental & Behavioral Therapy Platforms (ADHD/Autism/Behavioral Coaching) (HLALAEAJ), Integrated Behavioral Health (Collaborative Care) Platforms (HLALAEAC)

Keywords

• Psychiatric services
• Mental health care
• TMS therapy
• Esketamine treatment
• Child psychiatry

Headquarters

HQ city

Northfield

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. Healthcare Service Fees: Professional psychiatric and therapeutic services billed to insurance or paid out-of-pocket. Services include psychiatric evaluations, therapy, medication management, neurofeedback, and psychological testing.
2. Insurance Billing: In-network provider for Blue Cross Blue Shield PPO. Many major insurance plans cover TMS therapy including Medicare. Out-of-network clients pay at time of service.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

AFG Guidance Center delivers comprehensive multidisciplinary psychiatric and therapeutic mental health care for adults and children, including diagnostic services (psychiatric assessments, neuropsychological testing, qEEG brain mapping, genetic testing) and treatments (medication management, individual/family therapy, neurobehavioral therapy with biofeedback and neurofeedback, NeuroStar TMS, and SPRAVATO/esketamine). Services are delivered in person at the Northfield and Lincolnshire, Illinois offices and via telehealth, with billing through Blue Cross Blue Shield PPO insurance and direct self-pay.

Product overview

AFG Guidance Center is a mental health practice offering a comprehensive suite of psychiatric and therapeutic services for adults and children. The practice operates on a platform model combining diagnostic evaluation services (psychiatric assessments, neuropsychological testing, qEEG brain mapping, genetic testing) with treatment services including medication management, NeuroStar TMS therapy, and SPRAVATO (esketamine) for treatment-resistant depression. The center also provides traditional therapy modalities (individual, family, neuro-behavioral therapy with biofeedback/neurofeedback) and specialized programs including a College Readiness Program and Executive Functioning Group for adolescents. All services are available in-person and via telehealth, with the main office located in Northfield, IL serving the Chicago North Shore area.

Differentiator

Problem solved

Functional benefit

Products and services

• Psychiatric Services Comprehensive psychiatric evaluation, diagnosis, and medication management for adults and children, provided exclusively by licensed psychiatrists at the practice.
• Therapy Services Individual therapy, family therapy, and specialized therapeutic interventions for adults, children, and families dealing with mental health conditions.
• NeuroStar TMS Therapy FDA-cleared Transcranial Magnetic Stimulation therapy using gentle magnetic pulses to stimulate specific nerve cells in the brain associated with mood regulation, primarily used for treatment-resistant depression and OCD. Delivered as a non-pharmaceutical, outpatient procedure with no anesthesia or recovery time.
• SPRAVATO (Esketamine) Treatment FDA-approved nasal esketamine treatment for treatment-resistant depression, offered as an innovative pharmacological option for patients who have not responded to traditional antidepressant medications.
• Neuro-Behavioral Therapy Neurobehavioral therapy incorporating biofeedback and neurofeedback protocols, provided by the practice's neuropsychology team to help optimize brain functioning for patients with neurodevelopmental and mental health conditions.
• Neuropsychological Testing Comprehensive neuropsychological assessments that evaluate cognitive functioning, identify strengths and weaknesses, and aid in diagnosis for patients across age groups.
• Quantitative EEG (qEEG) Assessment Quantitative EEG-based brain mapping assessment that reads electrical impulses from the brain, analyzes the data, and produces brain maps showing strengths and weaknesses of various brain regions, used to evaluate attention and other conditions.
• Genetic Testing Genetic testing services that inform psychiatric treatment decisions and medication selection for patients receiving care at the practice.
• AFG College Readiness Program A 6-8 module group program designed to prepare high school students for the academic, emotional, and social challenges of college life, coordinated through AFG Guidance Center.
• Executive Functioning Group An 8-week group experience for high school students in grades 9-12 focusing on organizational skills, time management, note-taking, and study skills.

Quantifiable outcome

• 83% of patients experienced significant reduction in depression severity after completing full NeuroStar TMS treatment course
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Lyra Health: Enterprise mental health benefits platform delivering therapy, psychiatry, and coaching to employees via in-person and virtual networks. Broad incumbent serving the same employer-sponsored behavioral health budget that AFG's BCBS PPO relationships tap.
• Cerebral: National tele-mental health provider offering online medication management and therapy for ADHD, anxiety, and depression. Competes with AFG for the same treatment-resistant adult patient cohort from a virtual model.

Emerging players

• Brightside Health: Tele-psychiatry provider focused on depression and anxiety including treatment-resistant cases. Competitor to AFG's adult TMS and SPRAVATO service line via a fully remote delivery model.
• Alma: Provider-enablement network supporting independent mental health clinicians with insurance contracting, billing, and referrals. Adjacent peer reflecting how small private practices are competing for in-network access and visibility.
• Charlie Health: Virtual intensive outpatient program provider targeting adolescents and young adults with complex mental health needs. Overlaps with AFG's pediatric neurodevelopmental and adolescent treatment positioning.

Direct peers

• Octave: Mental health practice combining therapy, psychiatry, and couples/family services in a clinic-plus-telehealth model. Directly comparable on integrated under-one-roof psychiatric and therapeutic care.
• Achieve TMS: Multi-site TMS and mental health treatment provider offering psychiatric evaluations and advanced neuromodulation. Comparable to AFG in its use of NeuroStar-style TMS protocols and combination psychiatric care model.
• Two Chairs: Outpatient therapy group practice with a multi-provider, in-person-plus-telehealth model. Comparable to AFG in operating as a multidisciplinary practice focused on comprehensive mental health care rather than a virtual-only platform.
• Greenbrook TMS: U.S. network of outpatient TMS treatment centers serving treatment-resistant depression and OCD patients. Direct peer to AFG's NeuroStar TMS service line, with comparable patient profiles and payer relationships.

Regional players

• Compass Health Center: Chicago-area outpatient mental health provider offering psychiatric, therapy, and intensive outpatient programs across the metro. Comparable mid-size regional competitor targeting the same North Shore and greater Chicagoland patient pool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/afgguidance
• Facebookfacebook.com/AFGGuidanceCenter
• LinkedInlinkedin.com/company/afg-guidance-center-ltd

Compliance1 record

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 Afg Guidance Center, Ltd.