Alice Pehk

What Alice Pehk does

Alice Pehk is the founder and principal clinician of Muusikateraapia Keskus (Music Therapy Center), a Tallinn-based boutique clinical practice operating through the Estonian private limited company Ars Vitae OÜ and the affiliated non-profit Muusikateraapia Arenduskeskus MTÜ. Established as a centre in 2011 (with Pehk in private clinical practice since 1995), the business delivers psychodynamic music therapy services including individual, couple and group therapy, the Bonny Method of Guided Imagery and Music (BMGIM), vibroacoustic therapy, clinical supervision, and creative coaching. The clinical modality combines active music-making (improvisation, Nordoff-Robbins-style methods) with receptive techniques grounded in published psychodynamic frameworks, supported by two proprietary methodologies developed by Pehk — TEAM-GIM (a GIM-derived group method for organisational team building, published in Grocke & Moe, 2015) and the Improvisational Self-Triangle (IST, published in Musiktherapeutische Umschau, 2025).

The business is anchored by an academic education franchise: as Music Therapy Program Director at the Estonian Academy of Music and Theatre since 2009, Pehk runs the Basic course (20 EAP, €1,800) and the Advanced 2-year course (40 EAP, €3,600), the latter aligned to Level 6 Music Therapist qualification. A second revenue arm serves corporate and institutional clients — SEB Pank, Swedbank, Ericsson Eesti, Rimi Eesti, G4S, Kaubamaja, PERH, Tallinna Lastehaigla and the Ministry of Culture among them — with custom team training, mindfulness programmes, sound environment design, and corporate audio branding, priced by agreement. Ancillary streams include supervision for practising therapists, public workshops at €10-19 per participant, gift cards, and occasional concert-lecture events.

The go-to-market mix is sales-led for enterprise and direct for individual therapy, supplemented by community-led (Estonian Music Therapy Association) and event-led (conferences, festivals) motion. Distribution is single-country (Estonia) with limited Nordic and German-speaking outreach. Core team consists of roughly six practitioners (Pehk plus five named therapists), and the firm is wholly founder-owned with no disclosed external investors or funding rounds. Revenue is not publicly disclosed.

Name

Alice Pehk

Legal name

Ars Vitae OÜ

Website

https://muusikateraapiakeskus.ee

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Alice Pehk-founded Muusikateraapia Keskus is a Tallinn-based boutique clinical practice delivering psychodynamic music therapy, BMGIM, creative coaching, supervision, and corporate team training, anchored by an EMTA-accredited music therapy education programme.

Ownership category

akta.pro rank

Product category

Music Therapy Services

NAICS

Offices of Physicians, Mental Health Specialists (621112), Educational Support Services (61171), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro industry

PRIMARYEDAMANAK

Music Therapy (Educational/Developmental Programs)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Music Education (Instrumental & Vocal)

SECONDARYEDAMAIAD

Mindfulness, Stress Management & Resilience Training

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Life Skills & Personal Development (Study Skills, Executive Function, SEL)

SECONDARYEDAAAHAD

Mindfulness, Meditation & Stress Management Education

Education/Adult & Continuing Education/Health, Wellness & Lifestyle Education (Nutrition, Fitness, Mindfulness)

Keywords

• Music therapy services
• Psychodynamic psychotherapy
• Creative coaching sessions
• Sound environment design
• Music therapy education

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual psychotherapy and music therapy sessions: One-on-one psychotherapeutic music therapy, BMGIM therapy, and couple therapy sessions billed per session. Clients register via the center's website or by phone.
2. Creative coaching sessions: Individual and group creative coaching sessions using creative methods alongside traditional coaching techniques. Billed per session (up to 90 minutes) at €130 + VAT.
3. Supervision for music therapists: EMTR-supervised supervision sessions for practicing music therapists and trainees, billed per session.
4. Corporate and institutional training programs: Customised creative team training, mindfulness training, stress management, and team building programs for organisations. Priced by agreement (kokkuleppel). Target clients include banks, corporations, healthcare institutions, and government bodies.
5. Music therapy education programs (EMTA): Introductory and advanced music therapy courses delivered at the Estonian Academy of Music and Theatre under Alice Pehk's program leadership. Introductory course: €1800; advanced course: €3600 (4 × €900 installments). Revenue shared with EMTA.
6. Public workshops and seminars: Short workshops for the general public on self-care, music therapy, and personal development (e.g., Arvamusfestival workshops, workplace training for elderly care workers). Typically priced at €10–€19 per participant.
7. Sound environment design and audio branding consulting: Professional consulting on background music for commercial spaces, corporate audio branding, and advertising music selection, priced by agreement. Led by Alice Pehk.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Muusikateraapia Keskus, operated by music therapist Alice Pehk, provides individual and group music therapy, BMGIM (Bonney Method of Guided Imagery and Music) sessions, creative coaching, professional supervision, vibroacoustic therapy, sound environment design, and corporate audio branding. The center also delivers music therapy education through courses at EMTA (Estonian Academy of Music and Theatre) and offers public workshops, gift-card-based therapy vouchers, and team-building sessions for organizations.

Product overview

Muusikateraapia Keskus (Music Therapy Center) operated by Alice Pehk, PhD is a professional music therapy practice offering a comprehensive portfolio of therapeutic, educational, and consulting services. The core offering includes psychodynamic music therapy (individual, couples, and group), BMGIM therapy, couple therapy, supervision, creative coaching, and vibroacoustic therapy. The center also provides educational programs including basic and advanced music therapy courses at the Estonian Academy of Music and Theatre. For organizations, services encompass team training, musical mindfulness programs, sound environment design, advertising music selection, and corporate audio branding. The center was founded in 2011 and operates as a private practice serving individuals, families, and corporate clients throughout Estonia.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Music Therapy One-on-one music therapy sessions for adults and adolescents, grounded in psychodynamic and music-imaginative approaches, delivered at the Tallinn center.
• BMGIM Therapy (Bonney Method of Guided Imagery and Music) Structured individual BMGIM sessions using classical music programs to access and process imagery and emotions, delivered by a certified BMGIM facilitator.
• TEAM-GIM Sessions Group-adapted Guided Imagery and Music sessions designed for organizations and teams to support creativity, reflection, and group process.
• Vibroacoustic Therapy Low-frequency sound/vibration-based therapy sessions used for relaxation, regulation, and psychosomatic support.
• Creative Coaching Individual coaching sessions that combine creative, music-based, and psychodynamic methods to support personal and professional development.
• Music Therapy Supervision Professional supervision services for practicing music therapists, provided by a senior practitioner with supervision credentials.
• Sound Environment Design Consulting service for designing acoustic and sound environments in workplaces, healthcare settings, and public spaces to support wellbeing and function.
• Corporate Audio Branding & Advertising Music Music and audio branding services for organizations, including creation of advertising music, sonic logos, and audio identity assets.
• Music Therapy Education at EMTA University-level courses in music therapy delivered at the Estonian Academy of Music and Theatre, teaching professional music therapy methods to students.
• Public Workshops and Gift-Card Therapy Sessions Open public workshops and gift-card-based individual music therapy sessions offered to new clients who wish to experience the practice.

Quantifiable outcome

• Over 450 music therapists trained in Estonia through EMTA programs under Alice Pehk's leadership
• +2 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Teaduse ja kunsti mängud (Science and Art Games)minorStrategic or Co-development PartnerAlice Pehk collaborates with the virtual mental health series 'Teaduse ja kunsti mängud' (Science and Art Games) since 2022, delivering concert-workshops that combine music therapy principles with public education about mental health. This partnership extends the center's reach into digital mental health content and cross-disciplinary cultural events.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• BetterUp: Enterprise coaching and mental wellness platform serving corporate clients with professional coaching services. Comparable to the center's Loov-coaching (Creative Coaching) and corporate team training offerings, though BetterUp operates at much larger scale and with a tech-enabled delivery model.
• Mood Media: Global in-store media company offering background music, audio branding, and sound environment design for commercial spaces. Directly comparable to the center's Helikeskkondade kujundamine (Sound Environment Design) and Ettevõtte helikuvand (Corporate Audio Branding) services, though at vastly larger scale.
• Headspace: Digital corporate mindfulness and meditation platform serving enterprise clients with stress management and wellbeing programs. Comparable to the center's Muusikalised mindfulness'i treeningud (Musical Mindfulness Trainings) offerings to Estonian corporations, but with much broader scale and digital delivery.

Emerging players

• Tallinn University: Estonian public university conducting music therapy research and instruction, and research collaborator on the Parkinson's disease study with the center. Comparable as an academic peer offering music therapy training and adjacent research, though as an institution rather than a commercial therapy provider.

Others

• Estonian Academy of Music and Theatre (EMTA): The formal academic partner delivering Alice Pehk's music therapy courses (introductory and advanced programs). Not a commercial peer but an enabling/ecosystem participant whose academic infrastructure hosts the center's training programs and shares revenue from course fees.

Direct peers

• Nordoff Robbins: Global music therapy charity providing clinical music therapy services, training, and research across the UK, Australia, and other markets. Closest direct comparable due to its combined therapy practice plus therapist training model, similar to Muusikateraapia Keskus's therapy-plus-EMTA-training structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/muusikateraapiakeskus

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 Alice Pehk