Elu

What Elu does

Elu is a privately held, faith-based counseling, consulting, and coaching practice headquartered in Chattanooga, Tennessee, founded in 2018 by Kim Cook (a licensed clinical social worker) and Dr. Bobby Cook (a pastor and US Army Reserve chaplain). The company operates under a 'both/and' philosophy, branded 'elu v'elu', that integrates evidence-based clinical practice with Christian theology, and it subscribes to the statements of faith of CAPS and the North American Association of Christians in Social Work (NACSW). Elu is structured as a Tennessee LLC and identifies as veteran-owned and female-owned.

The company delivers individual, couples, and family counseling across 10 U.S. states (Tennessee, Georgia, North Carolina, Florida, South Carolina, Virginia, Maryland, Pennsylvania, Illinois, and Iowa) via a hybrid model of telehealth on the SimplePractice platform and 10+ physical offices embedded in partner churches. Adjacent service lines include leadership coaching, organizational consulting, pre-marital and family counseling packages, ASWB- and NBCC-approved continuing education courses, clinical supervision for licensure, and HIPAA-compliant medical billing and practice management services for other mental health practices. Pricing is unit-based, with counseling intake at $205 per 50-minute session and follow-up at $165-$175 per session, coaching and consulting at $170 per hour, and CE courses at $10-$40 per hour.

Elu's go-to-market relies on direct-to-consumer booking through its website, statewide landing pages, email newsletters via Mailchimp, and a Host Church Program that places counselors in church facilities at no cost to the host. The company serves individuals, couples, and families seeking faith-integrated mental health care, churches and clergy seeking staff wellness and leadership development, mental health professionals seeking CE and supervision, and small behavioral health practices seeking outsourced billing. The customer base is highly fragmented across consumers and small institutions, with no single-customer revenue concentration disclosed. No external funding, acquisitions, or AI/ML capabilities are disclosed.

Name

Elu

Legal name

Elu LLC

Website

https://eluccc.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Elu is a Chattanooga, Tennessee-based faith-integrated counseling, coaching, and consulting practice serving individuals, couples, families, churches, and small mental health practices across 10 U.S. states via telehealth and church-embedded offices.

Ownership category

akta.pro rank

Product category

Faith-Based Mental Health Counseling Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Health Services (8000)

akta.pro primary industry

Behavioral Health & Counseling (Social Work, Psychology, Substance Use CE) (EDAAALAD)

Keywords

• Christian counseling services
• Faith-based mental health
• Leadership coaching services
• Medical billing services
• Continuing education counseling

Headquarters

HQ city

Chattanooga

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Counseling Services: Revenue generated from individual, couples, and family counseling sessions. Clients pay per session with fees varying by appointment type (intake vs. follow-up) and duration. The practice accepts most health insurance plans and handles insurance claim filing directly.
2. Coaching and Consulting Services: Hourly-based coaching and consulting services for leaders, couples, teams, and organizations including churches. Includes leadership coaching, organizational consulting, and pre-marital counseling packages.
3. Continuing Education (CE) Courses: Fee-based continuing education workshops and courses for counseling and social work professionals. Courses offered in various formats including live in-person, virtual synchronous, and asynchronous self-paced options. Approved through ASWB and NBCC.
4. Medical Billing Services for Other Practices: HIPAA-compliant medical billing and practice management services offered to other mental health professionals and small practices. Services include benefits verification, claims submission, and follow-up on unpaid claims.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Elu delivers Christ-centered individual, couples, and family counseling, leadership coaching, and organizational/consulting services for churches and small groups. Beyond direct clinical care, the firm sells HIPAA-compliant medical billing and practice management services to other mental health practices, and offers ASWB/NBCC-approved continuing education courses to licensed counselors and social workers.

Product overview

Elu is a faith-based counseling, consulting, and coaching organization offering a unified service portfolio centered on mental health and organizational wellness. The core offerings consist of Counseling Services (individual, couples, and family therapy via in-person or Telehealth), Consulting Services (organizational and church consulting), and Leadership Coaching (individual and team coaching). Add-on services include Medical Billing Services for mental health practices using EHR platforms like Simple Practice, Continuing Education programs for counselor licensure (ASWB/NBCC approved), and Clinical Supervision. Specialized sub-products include School-Based Counseling partnerships, Talk and Walk outdoor therapy, Pre-Marital Counseling packages, and Church Staff Wellness Programs. The company operates across 10 states via office locations and telehealth, with headquarters in Chattanooga, Tennessee.

Differentiator

Problem solved

Functional benefit

Products and services

• Counseling Services

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

14 partnerships are on record, tiered core.

• Hamilton County Schools, Chattanooga, TNcoreStrategic or Co-development PartnerSchool-based counseling partnership providing mental health services to all Hamilton County Schools via telehealth. Elu offers flexible appointment times, online play therapy, talk therapy, and family therapy methods. Schools distribute consent forms through HCS designees.
• Action Church (East Ridge, TN)coreChannel Partner/ Reseller/ DistributorHost Church Program partner providing office space for Elu counseling services. Located at 1312 Spring Creek Rd., Chattanooga, TN 37412. Church serves as community hub for mental health accessibility.
• Hope City Church (Chattanooga, TN)coreChannel Partner/ Reseller/ DistributorHost Church Program partner at 7 N. Tuxedo Ave., Chattanooga, TN 37411. Provides counseling office space for Elu services.
• Dallas Bay Church (Hixson, TN)coreChannel Partner/ Reseller/ DistributorHost Church Program partner at 8305 Daisy Dallas Rd., Hixson, TN 37343. Hosts Elu counseling services in Dallas Bay Church facility.
• Mission Red Bank Church (Red Bank, TN)coreChannel Partner/ Reseller/ DistributorHost Church Program partner at 3912 Dayton Blvd, Red Bank, TN 37415. Provides office space for Elu counseling services.
• Crosspointe Church (Ringgold, GA)coreChannel Partner/ Reseller/ DistributorHost Church Program partner at 75 Walker Industrial Dr., Ringgold, GA 30736. North Georgia location for Elu counseling services.
• Fuel Church (Lakeland, FL)coreChannel Partner/ Reseller/ DistributorHost Church Program partner at 7355 US Highway 98 N, Lakeland, FL 33811. Florida location for Elu counseling services.
• Erwin Methodist Church (Erwin, NC)coreChannel Partner/ Reseller/ DistributorHost Church Program partner at 600 Denim Dr., Erwin, NC 28339. North Carolina office location.
• Frontline Church (Fayetteville, NC)coreChannel Partner/ Reseller/ DistributorHost Church Program partner at 6781 Camden Rd., Fayetteville, NC 28306. North Carolina office location.
• Oasis Church (Holly Springs, NC)coreChannel Partner/ Reseller/ DistributorHost Church Program partner at 1828 Ralph Stephens Rd., Holly Spring, NC 27540. North Carolina office location.
• CAPS (Christian Association for Pastoral Counseling)coreStrategic or Co-development PartnerElu subscribes to the CAPS statement of faith which shapes administrative and clinical decisions. The company was founded by Christian leaders integrating professional and theological perspectives.
• NACSW (North American Association of Christians in Social Work)coreStrategic or Co-development PartnerElu subscribes to NACSW statement of faith. Kim Cook previously served as Director of Operations with NACSW. Company is a member organization and promotes NACSW online CE programs.
• ASWB (Association of Social Work Boards)coreStrategic or Co-development PartnerElu is an ACE (Approved Continuing Education) provider through ASWB. ACE provider approval period: 03/31/2025-03/31/2026. Provider #2235.
• NBCC (National Board for Certified Counselors)coreStrategic or Co-development PartnerElu is an Approved Continuing Education Provider through NBCC. ACEP No. 7895. Provides CE hours for licensed professional counselors.

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• BetterHelp: Largest online counseling platform with national subscription model. Directly comparable on telehealth delivery and individual therapy, but operates at much larger scale and is a secular generalist rather than faith-based.
• Talkspace: Public telehealth therapy and psychiatry platform. Comparable on online delivery model and individual therapy, but operates a subscription-driven B2C model without Elu's faith-based differentiation or church-distribution model.

Emerging players

• Brightside Health: Telehealth platform combining therapy and medication management with insurance coverage. Comparable on telehealth delivery and insurance-based billing, but specialized in anxiety/depression medication rather than general outpatient therapy.
• 7 Cups: Online emotional support and therapy platform with free peer-support and paid therapist services. Comparable on online delivery to individuals, though it primarily serves a self-pay and lower-acuity market.
• Charlie Health: Virtual intensive outpatient program (IOP) for adolescents and young adults. Comparable on virtual delivery and insurance contracting, but focused on higher-acuity cohorts rather than general outpatient therapy.
• Cerebral: Online mental health subscription platform offering therapy and medication management. Comparable on telehealth delivery and direct-to-consumer targeting, with overlapping insurance-based billing workflows.
• Ellie Mental Health: Multi-state outpatient mental health franchise rapidly expanding across the U.S. Comparable on multi-site outpatient model and insurance-based delivery, but operates as a secular generalist franchise without faith-based positioning.

Direct peers

• Pine Rest Christian Mental Health Services: Large faith-based behavioral health provider in West Michigan operating inpatient, outpatient, and telehealth services. Comparable on faith-based clinical integration and multi-modality service portfolio, though its footprint and scale are substantially larger.
• Faithful Counseling: Faith-based online counseling platform owned by BetterHelp's parent. Most direct peer — same Christian counseling positioning, same telehealth delivery, similar target client. Differentiated from Elu by its subscription/pricing model and lack of church-distribution footprint.
• CenterPointe Counseling: Multi-state nonprofit where co-founder Kim Cook previously served as Executive Director. Directly comparable on faith-based outpatient clinical model and multi-state service delivery, with similar Christian counseling positioning and CAPS/NACSW alignment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Customer concentration

• Xx.com/llcelu
• Facebookfacebook.com/eluccc
• LinkedInlinkedin.com/company/elu-counseling-consulting-and-coaching

Compliance3 records

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 Elu