Serenity Foundation

What Serenity Foundation does

Serenity Foundation (legal name: Serenity Foundations) is a sole-proprietor private clinical psychology practice founded in 2019 by Dr. Michelle Mugge, a licensed clinical psychologist and licensed professional counselor with over 20 years of clinical experience, headquartered at 42104 N. Venture Drive, Suite B-102, Anthem, Arizona. The practice delivers individual psychotherapy, couples therapy, family therapy, psychological evaluations (diagnostic, pre-operative, intelligence, and fitness-for-duty), and individual coaching through a HIPAA-compliant telehealth platform, with in-person services limited to Arizona and virtual services extending to Arizona, Oregon, Minnesota, and Georgia (and Ohio referenced in one source). The practice operates exclusively on a private-pay model at $200 per 50-minute session with superbills provided for out-of-network insurance reimbursement; it does not bill insurance directly. The primary customer segment is high-achieving women navigating trauma, anxiety, perfectionism, identity confusion, imposter syndrome, and emotional burnout, with secondary segments including military/first responders (at reduced rates) and Arizona-based assessment seekers. The practice is differentiated by Dr. Mugge's proprietary IMPOSTER and WATCH ME clinical frameworks, her Army-veteran and Filipino-American identity, and her training lineage at The Meadows (Pia Mellody, Claudia Black) and Rosewood Ranch. The firm generates revenue from four streams: therapy, assessments, coaching, and speaking/workshops representing both individual and B2B revenue. The practice is unfunded, founder-owned, and operates without external investment.

Name

Serenity Foundation

Legal name

Serenity Foundations

Website

https://serenityfoundations.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Serenity Foundation is a sole-proprietor private clinical psychology practice founded in 2019 by Dr. Michelle Mugge, delivering individual therapy, psychological assessments, coaching, and speaking engagements primarily to high-achieving women in Arizona, Oregon, Minnesota, and Georgia via telehealth and in-person modalities.

Ownership category

akta.pro rank

Product category

Clinical Psychology & Mental Health Services

NAICS

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

SIC

Services-Social Services (8300)

akta.pro primary industry

Mental Health Counseling & Psychotherapy Services (EDALAFAB)

akta.pro secondary industry

Mental Wellness & Resilience Education (Non-clinical) (EDAAAHAK)

Keywords

• Psychotherapy services
• Psychological assessments
• Individual coaching
• Telehealth counseling
• Trauma therapy

Headquarters

HQ city

Anthem

HQ country

United States

HQ region

North America

Offices1 record

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: 50-minute therapy sessions at $200 per session. Weekly or biweekly cadence based on client needs. Private pay only - no insurance billing directly, superbills provided for out-of-network reimbursement.
2. Psychological Assessments: Diagnostic evaluations, pre-operative evaluations, intelligence testing, and fitness for duty evaluations. Fees vary by evaluation type and complexity. Arizona residents only. Not typically covered by insurance.
3. Coaching Services: 50-minute individual coaching sessions using IMPOSTER and WATCH ME frameworks. Forward-looking, goal-oriented approach distinct from therapy. Structured coaching program in development.
4. Speaking & Workshops: Keynotes and workshops for women's conferences, corporate leadership events, healthcare organizations, and universities. Half-day and full-day workshop formats available. Also available for podcast conversations and panel discussions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Serenity Foundations is a private clinical psychology practice delivering individual psychotherapy, couples and family therapy, psychological evaluations, and individual coaching to high-achieving women. Treatment approaches include EMDR, CBT, ACT, and attachment-focused therapy, with sessions delivered in-person at the Anthem, Arizona office and via HIPAA-compliant telehealth across Arizona, Oregon, Minnesota, and Georgia.

Product overview

Serenity Foundation is a private psychology practice offering a unified suite of mental health and personal development services centered on supporting high-achieving women. The core offering consists of psychotherapy (individual, couples, and family therapy) and psychological assessments (diagnostic, pre-operative, intelligence, and fitness for duty evaluations), both available in-person in Anthem, Arizona and via telehealth across Arizona, Oregon, Minnesota, and Georgia. The practice also provides individual coaching for women ready to move forward without clinical treatment. A distinguishing feature is the proprietary IMPOSTER and WATCH ME frameworks, which are woven through coaching services, therapy work, workshops, and an forthcoming book (Living With My Imposter). Two services are in development: a structured group therapy program and a self-paced online coaching program built around the frameworks.

Differentiator

Problem solved

Functional benefit

Products and services

• Psychotherapy and Counseling Services Individual therapy sessions addressing anxiety, depression, trauma, perfectionism, burnout, and relational patterns, drawing on EMDR, CBT, ACT, and attachment-focused therapy. Available in-person in Anthem, Arizona and via telehealth in Arizona, Oregon, Minnesota, and Georgia. Targeted at high-achieving women.
• Couples Therapy Trauma-informed couples therapy that examines underlying patterns driving conflict and disconnection, aiming to build relationships where both partners feel genuinely known and where repair is possible.
• Family Therapy Family therapy creating a structured space to name, examine, and gradually shift entrenched family patterns. Work includes family members who participate, with progress possible even with partial attendance.
• Psychological Evaluations and Assessments Comprehensive psychological testing including diagnostic evaluations (ADHD, Autism, personality assessment), pre-operative evaluations for bariatric surgery and spinal cord stimulation, intelligence testing, and fitness for duty evaluations. Available to Arizona residents with in-person and telehealth options.
• Individual Coaching Forward-looking, goal-oriented coaching for high-achieving women ready to work on patterns that interfere with living the life they have built. 50-minute sessions structured around the IMPOSTER and WATCH ME frameworks, with private pay billing.
• Speaking and Workshops Keynotes and workshops for women's conferences, corporate leadership events, healthcare organizations, and universities on imposter syndrome and self-doubt in high-achieving women. Half-day and full-day workshop formats available, along with podcast conversations and panel discussions.

Quantifiable outcome

• Meaningful shifts often noticed within 6-8 sessions
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Psychology TodaycoreChannel Partner/ Reseller/ DistributorProfessional directory listing on Psychology Today enabling prospective clients to discover Dr. Mugge's practice, learn about her approach, and schedule appointments. Common channel for mental health practitioners to reach clients.
• TraumaProminorChannel Partner/ Reseller/ DistributorProfessional certification and listing network for trauma-trained therapists. Credibility signal for prospective clients seeking EMDR and trauma-focused treatment providers.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Headspace: Mental wellness platform offering meditation, mindfulness, and therapy (via Headspace Care). Comparable in addressing high-achieving women's mental health, though primarily digital self-serve rather than clinician-led therapy.
• Lyra Health: Mental health benefit platform for employers offering therapy, coaching, and self-care. Comparable in serving ambitious professional populations through employer channels, but operates at scale with a network of providers rather than as a solo practitioner.
• Talkspace: Public online therapy and psychiatry platform serving individuals and enterprises with licensed therapists via video, audio, and chat. Comparable telehealth delivery model and target of insurance billing expansion, though broader and less specialized.
• Spring Health: Employer-sponsored mental health benefits platform offering therapy, coaching, and medication management. Comparable in serving working professionals via employer relationships, though at scale and through a network model.
• BetterHelp: Largest online therapy platform offering individual, couples, and teen therapy via subscription with licensed therapists. Directly competes for high-achieving women seeking convenient telehealth therapy, but at much lower price points and broader scope.
• Calm: Mental wellness app with meditation, sleep, and coaching content. Overlaps in the women's mental wellness market and adjacent to coaching services, though primarily a digital content platform rather than clinical provider.

Emerging players

• Alma: Therapist-directory and practice-management platform helping independent clinicians build private practices. Operates as a peer ecosystem to solo practitioners like Serenity Foundation by enabling insurance billing and back-office support.
• Cerebral: Telehealth platform offering therapy and medication management for anxiety, depression, and ADHD. Comparable in telehealth delivery to high-functioning adults, though broader focus and more recent scaling challenges.
• Octave: Mental health clinic operator combining therapy, coaching, and groups with outcomes measurement. Comparable in delivering clinician-led care to high-achieving professionals with measurement-based outcomes, though operating a multi-clinic model.
• Two Chairs: Therapy clinic operator combining in-person and telehealth services with a matched-care model. Comparable in delivering measured therapy outcomes and investing in clinician training, though operating as a multi-clinic chain rather than solo practice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Serenity_Found
• Facebookfacebook.com/SerenityFoundations
• LinkedInlinkedin.com/company/serenity-foundation
• Instagraminstagram.com/serenityfoundations

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 Serenity Foundation