Prime Counseling

What Prime Counseling does

Prime Counseling is a Dallas-based mental health counseling practice founded by Jennifer Shotwell (LPC-S, LCDC) that specializes in the treatment of personality disorders, substance use disorders, complex trauma, and high-acuity cases that other practices decline to treat. The practice operates with approximately 13 team members, including five licensed therapists/associates, a program manager, and six master's-level interns under supervision. Founder and staff openly disclose their own mental health diagnoses and recovery journeys, framing the practice's value proposition around lived-experience empathy and a focus on resolving core issues rather than managing surface symptoms. The practice distinguishes itself by serving patients who "don't fit the mold" of conventional counseling.

The core service portfolio spans individual, couples, and family therapy priced at $200-$400 per 50-minute session; EMDR trauma therapy; Myndlift EEG-based neurofeedback ($750 initial assessment plus $150 per session, with 30+ sessions typically required for full results); comprehensive psychological assessments packaged at $3,800 with 12 standardized clinical instruments; and Soberlink-based substance monitoring at $350 per month with facial-recognition breathalyzer and per-test drug screening ($75 rapid, $175 lab) covering 18+ substances. Operations are delivered through two Dallas offices with HIPAA-compliant telehealth extending reach statewide and out-of-state.

The business model is direct-to-consumer fee-for-service under an out-of-network positioning; the practice does not contract with insurers but issues superbills that clients submit for 30-80% reimbursement, and accepts HSA payments. Go-to-market is sales-led and referral-driven, relying on professional referrals from peer therapists and healthcare providers, word-of-mouth, and organic digital presence via the website and LinkedIn. A complementary 501(c)(3) nonprofit, the Together Project, provides subsidized care through structured donation tiers. There are no external investors, no funding rounds, and no parent company; the practice is founder-owned and operated as Prime Counseling, LLC in Texas.

Name

Prime Counseling

Legal name

Prime Counseling, LLC

Website

https://primecounseling.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Prime Counseling is a Dallas-based mental health practice specializing in personality disorders, substance use, and complex trauma, offering therapy, EMDR, neurofeedback, psychological assessments, and substance monitoring through licensed clinicians with lived recovery experience.

Ownership category

akta.pro rank

Product category

Mental Health Counseling Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420), Offices of Mental Health Practitioners (except Physicians) (621330)

SIC

Services-Specialty Outpatient Facilities, Nec (8093), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA)

Keywords

• Mental health counseling
• Psychotherapy services
• Neurofeedback training
• Substance abuse treatment
• Psychological assessments

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Therapy Sessions: Fee-for-service therapy sessions ranging from $200-$400 per 50-minute session depending on therapist level and specialization. Revenue from 10+ therapists offering individual, couples, and family counseling.
2. Comprehensive Psychological Assessments: Full assessment packages at $3,800 including 12 standardized clinical instruments, collaborative calls, interview sessions, and written summary report with treatment recommendations.
3. Neurofeedback Training: Initial assessment evaluation at $750 plus $150 per training session. Clients typically complete 30+ sessions for full results. Additional reevaluation sessions available.
4. Substance Monitoring Services: Monthly breathalyzer monitoring at $350 plus device fees, plus per-test drug testing at $75 (rapid) or $175 (lab results). Tests for 18+ substances including nicotine, fentanyl, and emerging compounds.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Prime Counseling is a Dallas-based mental health counseling practice that delivers individual, couples, and family psychotherapy for complex conditions including personality disorders, substance use disorders, and trauma. Core paid offerings include therapy sessions, EMDR trauma therapy, EEG-based neurofeedback brain training via Myndlift, comprehensive psychological assessments, and Soberlink substance monitoring with drug testing, all delivered by licensed clinicians under founder/owner Jennifer Shotwell.

Product overview

Prime Counseling is a Dallas-based mental health practice offering a coordinated suite of therapeutic services for complex mental health disorders. The core offerings include individual therapy (with specialized approaches like EMDR and trauma-informed care), neurofeedback brain training using Myndlift EEG technology, comprehensive psychological assessments, and substance monitoring services via Soberlink and drug testing. The practice also operates the Together Project, a nonprofit arm providing low-cost therapy access. Services are delivered through licensed clinicians including LPC-Associates, LPC-S supervisors, and master's-level interns supervised by experienced staff. The practice specializes in personality disorders, substance use, trauma, and high-acuity populations.

Differentiator

Problem solved

Functional benefit

Products and services

• Therapy
• EMDR (Eye Movement Desensitization and Reprocessing)
• Monitoring Services
• Neurofeedback
• Assessments
• Consultation

Quantifiable outcome

• 30-80% insurance reimbursement rates for out-of-network claims
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• MyndliftcoreTechnology or IntegrationMyndlift provides the EEG-based neurofeedback technology used at Prime Counseling for brain mapping and training sessions. The platform includes brainwave activity measurement, game-based feedback exercises, and progress tracking. Prime Counseling uses Myndlift equipment for all neurofeedback training and assessment services.
• SoberlinkcoreTechnology or IntegrationSoberlink provides portable breathalyzer devices with facial recognition technology for real-time alcohol monitoring. Integrated with smartphone reporting, it enables remote testing with tamper-proof verification. Prime Counseling offers Soberlink monitoring as part of substance use treatment services at $350/month.
• Together ProjectminorStrategic or Co-development PartnerTogether Project is a 501(c)(3) nonprofit focused on providing low-cost, accessible therapy to individuals and families in need. Prime Counseling is committed to providing quality therapy for chronic mental health disorders in partnership with this organization. Donation tiers support therapy sessions and trauma intensives for those unable to afford care.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Alma: Membership-based platform that supports independent mental health practitioners with insurance billing, referrals, and practice tools. Directly comparable as an operating model for independent clinicians running therapy practices with shared infrastructure and referral networks.
• Octave: Outpatient mental health group practice combining therapy, psychiatry, and assessments across multiple in-person clinics. Comparable in its multi-modality outpatient service model and group-practice clinician structure, though operating in different metros.
• Two Chairs: Group therapy practice operating in select metros with in-person and telehealth delivery, focused on high-quality outpatient mental health care. Directly comparable to Prime Counseling's model of a multi-clinician outpatient group practice serving clients with pay-out-of-pocket and insurance-mixed payment options.
• Grow Therapy: Network and software platform enabling licensed therapists to run insurance-accepting private practices. Comparable as a competing structural option for clinicians who could otherwise operate independently like Prime Counseling's team.
• Charlie Health: Provider of intensive outpatient and virtual mental health treatment programs for adolescents and young adults with complex conditions. Comparable in its focus on complex, high-acuity mental health cases that don't fit mainstream outpatient models.

Broad incumbents

• Talkspace: Large-scale telehealth therapy and psychiatry provider offering subscription-based online sessions. Comparable as an outpatient mental health service, but operates nationally via telehealth rather than locally anchored in-person care.
• BetterHelp: Largest consumer-facing online therapy platform connecting users with licensed counselors via subscription. Overlaps with Prime Counseling on outpatient therapy delivery but at much larger scale, lower price points, and a fully virtual model.
• Lyra Health: Enterprise mental health benefits platform offering therapy, coaching, and psychiatry through employer contracts. Comparable as an outpatient mental health delivery organization, though operating at vastly larger scale and through a B2B2C channel.
• Spring Health: Employer-sponsored mental health platform providing therapy, coaching, and psychiatric care. Overlaps with Prime Counseling on outpatient therapy delivery but serves a fundamentally different enterprise channel and pricing structure.

Emerging players

• Cerebral: Telehealth mental health provider combining therapy and medication management, with particular emphasis on anxiety, depression, and ADHD. Comparable on integrated outpatient mental health services, though with a virtual-only, medication-supported delivery model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/prime-counseling

Compliance2 records

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 Prime Counseling