Good Human Work
Good Human Work (Beingg, LLC) is a therapist-owned private practice that delivers individual, couple, and family therapy plus Startup Therapy, Family Business Therapy, and Business Therapy via a HIPAA-compliant telehealth platform across most U.S. states, with in-person offices in Minneapolis and Elm Grove.
- Company typePrivate
- Founded2012
- HeadquartersMinneapolis, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Good Human Work does
Good Human Work (legally Beingg, LLC) is a privately held, therapist-owned therapy practice founded in 2012 in Peoria, Illinois by LMFTs Shelly Smith and Jen Labanowski, originally as United Counseling & Wellness, later rebranded. It delivers individual, couple, and family therapy plus a set of business-focused offerings — Startup Therapy (a 10-week co-founder engagement), Family Business Therapy, Business Therapy, and a flexible Therapy-As-Needed Program — primarily through a HIPAA-compatible telehealth platform that reaches most U.S. states, supplemented by in-person offices in Minneapolis, MN and Elm Grove, WI, and a contracted employer clinic in Clackamas, OR. The founders separately built Connect, a telemental health education company that trained mental-health practitioners nationally, giving them early-mover credibility in online therapy.
The revenue model is fee-for-service at $187 per 50-minute session, billed pay-as-you-go with superbills provided for out-of-network insurance reimbursement, complemented by structured engagements for business clients. Co-founders Smith and Labanowski remain active in the practice, which is bootstrapped with no disclosed venture, private equity, or institutional investors. Headcount sits in the 11–50 range and acquisition is driven by content marketing (blog/Reflections), a monthly email newsletter, organic social, and earned media (Thrive Global, Authority Magazine, NPR Milwaukee, WisconsinINNO); distribution is direct-to-consumer via online booking with a parallel direct-sales motion into startup and family-business segments. No AI, mobile app, API, or proprietary software platform beyond standard HIPAA-compatible video and a Squarespace site is disclosed.
Good Human Work firmographics
Firmographics- Name
- Good Human Work
- Legal name
- Beingg, LLC
- Website
- https://goodhumanwork.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Good Human Work (Beingg, LLC) is a therapist-owned private practice that delivers individual, couple, and family therapy plus Startup Therapy, Family Business Therapy, and Business Therapy via a HIPAA-compliant telehealth platform across most U.S. states, with in-person offices in Minneapolis and Elm Grove.
- Ownership category
- akta.pro rank
Good Human Work industry classification
Industry- Product category
- Mental Health Therapy Services
- NAICS
- Offices of Mental Health Practitioners (except Physicians) (621330), Other Individual and Family Services (62419)
- SIC
- Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- Couples & Family Therapy Teletherapy Platforms (HLALAEAG)
- akta.pro secondary industry
- Behavioral & Mental Health Virtual Care (EAP/Teletherapy) (HLALADAB)
Keywords
Where Good Human Work is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Good Human Work business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Individual/Couple/Family Therapy Sessions: Fee-for-service model charging per therapy session. Session fee is $187 per 50-minute session. Clients pay at time of service. Superbills provided for out-of-network insurance reimbursement.
- Business Therapy Services: Startup therapy program (10-week engagement) and family business therapy services for companies seeking relational solutions for their organizational challenges.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Therapy Session |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Good Human Work product offering
Product offeringCore offering
Good Human Work provides mental health therapy services to individuals, couples, and families through licensed marriage and family therapists (LMFTs, LPCCs, LADCs), delivered online via a HIPAA-compatible teletherapy platform across most U.S. states and in person at offices in Minneapolis, MN and Elm Grove, WI. It also offers business therapy programs tailored for startups (a 10-week co-founder engagement) and family-owned enterprises (succession and alignment work), plus a flexible Therapy-As-Needed Program for organizational clients.
Product overview
Good Human Work is a therapy practice offering a unified suite of mental health services centered on human connection. The core offering is individual, couple, and family therapy services (Therapy Services) provided by licensed therapists across multiple states via telehealth and in-person sessions. The company extends this foundation with specialized business-focused offerings: Business Therapy for organizational clients, the Therapy-As-Needed Program for flexible support, Startup Therapy for startup founders and teams, and Family Business Therapy for family enterprises. All services leverage HIPAA-compatible technology platforms for online delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- Therapy Services Individual, couple, and family therapy services provided by licensed therapists (LMFT, LPCC, LADC) via online sessions and in-person appointments at Minnesota and Wisconsin locations, targeting individual consumers, couples, and families.
- Business Therapy Therapy services tailored for business clients including founders, investors, and organizational teams experiencing burnout, exhaustion, and interpersonal conflict.
- Therapy-As-Needed Program Flexible, on-demand therapy sessions for business clients available as an alternative to ongoing therapy commitments.
- Startup Therapy A 10-week engagement designed for startup founders and co-founders, providing therapy to address co-founder conflict, burnout, and team dynamics.
- Family Business Therapy Assessment-driven therapy for family-owned businesses addressing succession planning, communication concerns, and family alignment.
Quantifiable outcome
- 65% of startups fail because of co-founder conflict - positioning therapy as preventive intervention
Companies that use Good Human Work
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Good Human Work technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Good Human Work partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
Good Human Work competitors and assessment
Company assessmentDirect peers
- Talkspace: Publicly traded online therapy platform delivering individual, couples, and teen therapy via teletherapy across the U.S. Direct competitor on telehealth delivery, therapist matching, and consumer mental health pricing — both target convenience-seeking adults seeking remote LMFT-style services.
- Alma: Membership-based therapist platform providing insurance billing, credentialing, and a directory for independent clinicians. Overlaps on therapist recruitment and the insured client segment, and competes for therapists seeking community, support, and sustainable caseloads.
- BetterHelp: Teletherapy subscription service owned by Teladoc operating in all 50 U.S. states with licensed therapists covering individual, couples, and family therapy. Direct competitor with a national telehealth footprint and large marketing budget reaching the same consumer buying cycle.
- Headway: Therapist platform that helps independent LMFTs and LCSWs accept insurance and book clients, operating in 30+ states. Competes for the same therapist talent pool and increasingly directly for in-network clients, but with a marketplace/aggregator model versus Good Human Work's owned-practice model.
- Two Chairs: Tech-forward private therapy practice offering in-person and teletherapy with a focus on client-therapist matching. Operates an owned-clinic model similar in philosophy to Good Human Work's therapist-owned practice ethos, targeting urban, higher-income consumers willing to pay premium rates.
- Lyra Health: Employer-sponsored mental health benefits platform covering therapy, coaching, and medication management. Directly comparable on the business therapy / Therapy-As-Needed Program side of Good Human Work's offering and competes in the same employer-sponsored behavioral health category.
Broad incumbents
- Spring Health: Enterprise mental health platform offering therapy, coaching, and medication through employer benefits programs. A broader incumbent in the employer-sponsored mental health space relevant to Good Human Work's Therapy-As-Needed and Startup Therapy B2B offerings.
Emerging players
- Cerebral: Telehealth platform focused on mental health and medication management with national delivery. Adjacent competitor in the telemental health category with overlapping target consumers and provider-talent pool, though differentiated by its medication-management focus.
- Grow Therapy: Therapist network offering insurance-credentialing, billing, and a client-matching platform for independent mental health practitioners. Competes for the same therapist talent pool and is increasingly relevant on the in-network payment side of the market Good Human Work currently serves out-of-network.
- Octave: Modern mental health practice offering individual, couples, and family therapy via in-person and virtual sessions across multiple states. Comparable in therapist-led model and premium consumer positioning; overlaps on couples/family therapy offerings via teletherapy.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Good Human Work social profiles
Digital presenceGood Human Work financial estimates
Financial estimateRevenue estimate
Valuation estimate
Good Human Work leadership team
Management profileNumber of profiles
Profiles2 records
Good Human Work funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Good Human Work 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 Good Human Work
What does Good Human Work do?
Good Human Work provides mental health therapy services to individuals, couples, and families through licensed marriage and family therapists (LMFTs, LPCCs, LADCs), delivered online via a HIPAA-compatible teletherapy platform across most U.S. states and in person at offices in Minneapolis, MN and Elm Grove, WI. It also offers business therapy programs tailored for startups (a 10-week co-founder engagement) and family-owned enterprises (succession and alignment work), plus a flexible Therapy-As-Needed Program for organizational clients.
Is Good Human Work a public or private company?
Good Human Work is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Good Human Work founded?
Good Human Work was founded in 2012. It employs 11 to 50 people.
Where is Good Human Work based?
Good Human Work is headquartered in Minneapolis, United States, in the North America region.
How does Good Human Work make money?
Two revenue lines are on record. Individual/Couple/Family Therapy Sessions are the primary driver. The others are business Therapy Services.
Who are Good Human Work's main competitors?
Direct peers on record are Talkspace, Alma, BetterHelp, Headway, Two Chairs and Lyra Health. Spring Health is listed as a broad incumbent. Emerging players are Cerebral, Grow Therapy and Octave.
Does Good Human Work have an API?
No public API is recorded for Good Human Work.
What industry is Good Human Work in?
Good Human Work's product category is Mental Health Therapy Services. Its primary akta.pro industry code is HLALAEAG, Couples & Family Therapy Teletherapy Platforms, with a secondary code of HLALADAB, Behavioral & Mental Health Virtual Care (EAP/Teletherapy). Its NAICS code is 621330 and its SIC code is 8000.