JOYFUL HEARTS PLAY THERAPY & COUNSELING CENTER, LLC

What JOYFUL HEARTS PLAY THERAPY & COUNSELING CENTER, LLC does

Joyful Hearts Play Therapy & Counseling Center, LLC is a privately-held, fee-for-service mental health counseling practice headquartered in a single office at 2219 Sawdust Road, Suite #1001, The Woodlands, Texas. Founded and clinically directed by Amy Drury (LPC-S, RPT-S, EMDR-trained), the practice specializes in developmentally appropriate play therapy for children ages 3–10, teen therapy, individual counseling for adults, EMDR, the Safe and Sound Protocol (SSP), animal-assisted counseling with a certified therapy dog (Fluffy), filial therapy, Child-Parent Relationship Training (CPRT), and grief and faith-based counseling. Five named clinicians (Drury, McKenna Benson, Brenn Epperson, Lorena Dellanira Rodas, Samantha Shelton) deliver the service mix, with bilingual English/Spanish capability via Rodas. Sessions are priced on a per-session, pay-as-you-go basis ranging roughly $90 to $250 depending on clinician licensure level and modality (e.g., intake vs. standard session, SSP at $1,100), and the practice is out-of-network with all insurance plans but provides receipts for client reimbursement filing.

The underlying technology is purely clinical modality-based — there is no software platform, API, or AI component. Distribution runs through the practice website (joyfulhearts.us), professional-organization memberships (Association for Play Therapy, Texas Counseling Association, International Association for Sandtray Therapy, etc.), and referral networks of school counselors, healthcare providers, and prior clients. Limited virtual/online counseling is offered for teen clients. The customer base is horizontal across consumer personas — children, teens, adults, families, women — with no enterprise contracts, no institutional payors, and no disclosed revenue.

Alongside the clinical practice, founder Amy Drury operates a sister entity, Joyful Hearts Training Center, LLC, which is an APT Approved Provider (#24-725) offering continuing education workshops for mental health professionals pursuing Registered Play Therapist credentials (e.g., "Basics and Beyond," "Beyond the Toy Box," "Exploring Advanced Skills in Child Centered Play Therapy"). The two entities share ownership but are not structured as parent/subsidiary; the training arm creates a credentialing and supervision pipeline that supports the practice's recruitment of play therapists. No funding rounds, M&A, or institutional investment have been disclosed.

Name

JOYFUL HEARTS PLAY THERAPY & COUNSELING CENTER, LLC

Legal name

Joyful Hearts Play Therapy & Counseling Center, LLC

Website

https://joyfulhearts.us

Company type

Private

Operating status

Operating

Short description

Joyful Hearts Play Therapy & Counseling Center is a privately-held, fee-for-service mental health practice in The Woodlands, Texas, delivering play therapy, EMDR, SSP, animal-assisted counseling, and individual therapy to children, teens, adults, and families.

Ownership category

akta.pro rank

Product category

Mental Health Counseling Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420), Offices of Physicians, Mental Health Specialists (621112), Child and Youth Services (62411)

SIC

Services-Health Services (8000), Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Mental Health Counseling & Psychotherapy Services (EDALAFAB)

akta.pro secondary industries

Family Engagement & Caregiver Support Programs (SEL/Mental Health) (EDAKAMAK), Recreation Therapy, Stress Management & Mindfulness Programs (EDALAFAO)

Keywords

• Play therapy services
• Mental health counseling
• Child therapy
• EMDR therapy
• Family counseling

Headquarters

HQ city

The Woodlands

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, Others

Revenue model

1. Counseling Session Fees: Fee-for-service model where session fees reflect the training and licensure level of clinicians. Different counselors have different fee schedules listed on their individual pages.

Pricing tiers

Distribution channels2 records

Marketing channels3 records

Core offering

Joyful Hearts Play Therapy & Counseling Center, LLC is a mental health counseling practice that delivers fee-for-service play therapy, EMDR, individual counseling, animal-assisted counseling, Safe and Sound Protocol (SSP), grief and faith-based counseling, and women's support groups for children, teens, adults, and families. Services are rendered by licensed clinicians (LPC, LMSW) at a single office in The Woodlands, TX, with select online/virtual sessions available for teen therapy.

Product overview

Joyful Hearts Play Therapy & Counseling Center, LLC is a mental health counseling practice offering therapeutic services centered on play therapy for children, adolescents, adults, and families. Core services include Play Therapy, EMDR, Safe and Sound Protocol (SSP), Individual Counseling, Animal-Assisted Counseling, and the Joyfully Me Women's Support Group. The practice operates alongside its sister company, Joyful Hearts Training Center, LLC, an APT-approved continuing education provider offering play therapy training courses for mental health professionals. Additional professional services include RPT supervision, play room consultation, and staff development workshops.

Differentiator

Problem solved

Functional benefit

Brands

• Joyful Hearts Training Center, LLC: Sister company providing APT-approved play therapy continuing education (CE) for mental health professionals. APT Approved Provider #24-725.

Products and services

• Play Therapy

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Hazel Health: Hazel Health delivers school-based and virtual pediatric mental health services, partnering with districts to provide therapy and psychiatry to K-12 students. It is comparable as a scaled pediatric mental health provider targeting schools and families with evidence-based modalities.
• Charlie Health: Charlie Health provides virtual intensive outpatient and family-based mental health treatment for adolescents and young adults. It competes for the same high-acuity teen mental health segment that Joyful Hearts addresses through individual and family play therapy.
• Brightline: Brightline is a scaled pediatric and family behavioral health provider offering virtual therapy, psychiatry, and coaching to children, teens, and parents. It is comparable as a tech-enabled pediatric mental health incumbent that competes for the same referral pools and family demand Joyful Hearts addresses.
• Talkiatry: Talkiatry is a national in-network psychiatry group providing medication management and therapy referrals, often in pediatric and adolescent populations. It is comparable as a scaled mental health provider competing for the same Houston-area family mental health demand.
• Spring Health: Spring Health is a global mental health benefit provider offering therapy, coaching, and psychiatry for adults and children through employer and health plan partnerships. It is comparable as an enterprise-channel pediatric and family mental health provider.
• BetterHelp: BetterHelp is the largest online therapy platform offering subscription-based counseling across a wide range of specialties. It competes with Joyful Hearts for adult and adolescent therapy demand, particularly for clients seeking lower-cost or virtual-only options.
• Talkspace: Talkspace is an online therapy and psychiatry platform accepting insurance and serving individuals, couples, and teens. It is comparable as a virtual therapy incumbent competing for the same family and adolescent therapy demand.
• Lyra Health: Lyra Health is an employer-sponsored mental health benefits provider offering therapy, coaching, and psychiatry across adults and children. It competes for the same family therapy demand, including via employer relationships in the Houston area.

Direct peers

• Two Chairs: Two Chairs is a hybrid in-person and virtual therapy practice operating multiple clinics with a multi-modality therapist model and insurance contracting. It is directly comparable as a multi-clinician therapy practice competing on therapist quality, modality breadth, and patient experience.

Others

• Association for Play Therapy: The Association for Play Therapy is the professional credentialing and continuing education body for play therapy, of which Joyful Hearts' clinicians and training arm are members and approved providers. It is relevant as the ecosystem and standards-setting organization that defines Joyful Hearts' service category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 JOYFUL HEARTS PLAY THERAPY & COUNSELING CENTER, LLC