Coa: Hoping to be your gym for mental health


Coa (

What is the company? How much have they raised to date?

Coa is building your gym for mental health to help you create a proactive routine and increase self-awareness, resilience, mindfulness, and more. They do this by providing classes which are playlists of videos on different topics in mental health. When you’re ready, they’ll also match you with a therapist for $190 to $250 per session. On their site, you can see a number of classes ranging from emotionally fit leadership to navigating a job change series.

What's their mission? 
Your emotional fitness is as important as your physical fitness. Coa believes firmly in working on your mental health before you’ve waited, well a bit too long. Their approach is providing online, therapist-led learning experiences to help you on your emotional fitness journey.

Who founded the company? Are their clinicians on the executive team? 
Coa’s founder and CEO is Alexa Meyer. After getting frustrated with the lack of options Alexa wondered why there wasn’t a gym for mental health. A place to work on emotional fitness and be as community-based on physical fitness. As they say on their site Alexa wants to take her product and startup background to change how the work thinks about emotional wellbeing. Alexa has a very impressive marketing background and holds a Bachelor’s in Consumer Behavior, and Cognitive Psychology from Western University.

Coa’s other founder is Dr. Emily Anhalt. Dr. Anhalt is not only a clinical psychologist but has also been an adjunct professor at Notre Dame de Namur University.

What's the business model? How does this company make money? 
The primary use case of Coa costs $49 per month. Therapy pricing starts at $190 per month and goes up to $250 per month.

What does one get for paying that price? 
Unlimited access to live, therapist-led classes. On-demand content is often structured as playlists on different topics and weekly emotional push-ups and Q&As.

What is the cancellation policy? 
Users can cancel their membership anytime and are not locked into long-term contracts. Coa also offers a refund guarantee if you’ve attended three classes and realized it’s not for you.

If applicable, what are the pay/benefits for therapists? 
Coa hires clinicians on a full or part-time based to be Emotional Fitness Instructors. Clinicians that are a part of Coa's network also have the opportunity to run Q&As, live webinars, and similar events. To employed fitness instructors, Coa offers healthcare benefits, PTO, mental health days, holidays, and a "competitive salary."

The Review 
Coa is providing a service that meets a key problem - they are trying to meet users before their emotional fitness goes too downhill. At a price of $49 per month, they’re offering access to a lot of high-quality, highly structured content and live classes with therapists. A key differentiator for Coa is the transition from subscriber to a therapist. At the time of writing this, it’s unavailable on their website; however, their understanding of moving from content to the need to speak with a therapist goes to show the clinical involvement they have on their team. Coa’s privacy policy does a good job outlining the opportunity for an individual to request to restrict their information being collected or by turning off cookies in their browser. However, there is a very clear distinction between being on and When logged in and in, they are still using Facebook Pixel which has been set up to track specific events. Coa is using Facebook to track things like have you viewed the Therapy Matching Intro, what on-demand topics you’ve clicked on, if you’ve looked at the classes. While this information is great for Coa to understand how users are interacting with the site, it also means Facebook can see how users are interacting when logged into a mental health platform and use it as they wish.