Therapy Marketing Institute

What Therapy Marketing Institute does

Therapy Marketing Institute (TMI) is a privately held, San Jose, California-based company founded in 2013 by Bea Armstrong, a therapist who has built one of the most successful individual private practices in the United States, and Sean Armstrong, a marketer with two decades of experience helping therapists grow their practices. The company provides marketing education, training, and resources targeted exclusively at mental health professionals — psychotherapists, marriage and family therapists, psychologists, and counselors who own or are building private practices.

The core product is the TMI Pro Membership, a subscription-based portal (pro.therapymarketinginstitute.com) that delivers recorded and live training sessions, marketing guides, checklists, blueprints, and subscriber-only articles addressing practice growth topics including Google AdWords, SEO, online therapy directories (PsychologyToday, GoodTherapy), Facebook and LinkedIn advertising, landing page creation, teletherapy marketing, and client conversion. Adjacent sub-products include the flagship "52 Ways to Market and Grow Your Practice" guide, the "Therapist's Guide to Getting More Clients with Google My Business," and the STAR Training video series. The platform is built on WordPress with LeadPages integration for landing pages and a video delivery framework for training content.

TMI operates a product-led, self-serve go-to-market motion: content marketing (blog, SEO, email newsletter "Therapy Marketing Monthly," free downloadable guides, Facebook and LinkedIn pages) drives top-of-funnel awareness, with periodic enrollment windows converting prospects into recurring members via a waitlist system. Pricing is not publicly disclosed, but the model includes a 30-day money-back guarantee. The company has no disclosed external funding, no parent company, no partnerships, and operates with a 1–10 person team, serving a stated base of "hundreds of therapists" with an aspirational mission to double the size of 1,000 counseling and psychotherapy practices.

Name

Therapy Marketing Institute

Legal name

Therapy Marketing Institute

Website

https://therapymarketinginstitute.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Therapy Marketing Institute is a privately held, San Jose-based subscription education company founded in 2013 that provides marketing training, guides, and video resources exclusively to mental health professionals building private therapy practices. Its core product is the recurring TMI Pro Membership, sold via a self-serve portal.

Ownership category

akta.pro rank

Product category

Professional Practice Marketing Education

NAICS

Marketing Consulting Services (541613), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310)

akta.pro primary industry

Mental Health Counseling & Psychotherapy Services (EDALAFAB)

Keywords

• Therapy marketing training
• Mental health practice marketing
• Private practice growth
• Therapist business education
• Clinical practice marketing

Headquarters

HQ city

San Jose

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscription: Recurring membership subscription providing access to premium content including marketing training videos, guides, action plans, checklists, blueprints, and special reports. Members also receive invites to recorded and live training sessions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Therapy Marketing Institute provides marketing education, training, and resources specifically designed for mental health professionals (therapists, counselors, psychologists) seeking to grow their private practices. Its flagship offering, the TMI Pro Membership, bundles downloadable guides, video training series, and step-by-step marketing tools into a recurring subscription product sold directly through its website.

Product overview

Therapy Marketing Institute operates a subscription-based membership platform that provides marketing education and resources specifically designed for mental health professionals. The core offering is the TMI Pro Membership, which grants access to a library of marketing guides, recorded and live training sessions, and subscriber-only articles. Key products include the '52 Ways to Market and Grow Your Practice' comprehensive guide, 'The Therapist's Guide to Getting More Clients with Google My Business,' and the STAR Training Series covering topics such as SEO, Facebook ads, LinkedIn advertising, landing page creation, and public speaking. The platform is co-founded by Bea Armstrong (a therapist with a successful practice) and Sean Armstrong (a marketer with two decades of experience helping therapists).

Differentiator

Problem solved

Functional benefit

Products and services

• TMI Pro Membership Recurring subscription membership that gives licensed mental health professionals (therapists, counselors, psychologists) access to TMI's complete library of marketing guides, video training series (including STAR Training and Generate Prospects), step-by-step implementation tools, member-only community, and email guidance from the founders. Sold direct via the TMI website with periodic enrollment windows.
• 52 Ways to Market and Grow Your Practice Downloadable marketing guide offering 52 actionable marketing tactics and growth strategies tailored to mental health professionals running or building a private therapy practice.
• The Therapist's Guide to Getting More Clients with Google My Business Downloadable step-by-step guide teaching therapists how to optimize their Google My Business listing to improve local search visibility and attract more therapy clients.

Quantifiable outcome

• 52 marketing tactics and techniques available
• +4 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• SimplePractice: SimplePractice is a leading practice management and EHR platform serving therapists and behavioral health providers. While its core offering is software rather than marketing education, it sits adjacent in the therapist operations stack and could expand into practice growth content, making it a broad incumbent peer.
• MarketingProfs: MarketingProfs is a long-established marketing training, certification, and content platform for B2B and SMB marketers. It is comparable as a large marketing education incumbent with subscription and training offerings, though at much broader scale than TMI.
• DigitalMarketer: DigitalMarketer is a large digital marketing education and training platform serving broad SMB and entrepreneurial audiences. It is comparable to TMI as a subscription-based marketing education business, though it operates horizontally rather than vertically in mental health.
• Practice Builders: Practice Builders is a marketing and patient acquisition firm serving healthcare and professional service practices. It overlaps with TMI in helping private-practice owners grow, but serves a broader healthcare audience rather than specializing in mental health.
• TherapyNotes: TherapyNotes is an established practice management and EHR platform for mental health professionals with deep therapist penetration. It is comparable as an incumbent operating in the therapist tooling ecosystem where TMI's customers also operate.

Emerging players

• Amy Porterfield: Amy Porterfield is an online marketing educator and course creator targeting entrepreneurs and small business owners. It is comparable to TMI in business model (subscription/course-based marketing education) but operates in a different vertical, making it an emerging/adjacent peer rather than direct competitor.
• Jenna Kutcher: Jenna Kutcher is a marketing educator and course creator serving entrepreneurs, with overlapping audience of small business owners seeking marketing training. Comparable in format (course-based education for service providers) but serving a different vertical than therapy.

Direct peers

• Brighter Vision: Brighter Vision provides website design, SEO, and marketing services specifically for therapists and mental health professionals. It is the most directly comparable competitor to Therapy Marketing Institute, targeting the same vertical with an adjacent service mix (done-for-you marketing rather than education).
• Practice of the Practice: Practice of the Practice is a podcast, blog, and training platform helping therapists start and grow private practices. Like TMI, it serves mental health practitioners with education and resources for practice building, making it a close direct peer in the therapy practice growth niche.
• Counselor Marketing: Counselor Marketing offers marketing services, websites, and consulting specifically for counselors and therapists. It competes for the same customer wallet and addresses identical pain points around ethical marketing and client acquisition for mental health practitioners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TherapyMarketingInstitute
• LinkedInlinkedin.com/company/therapy-marketing-institute

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 Therapy Marketing Institute