headway.co
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Headway: The $490M Mental Health Powerhouse
How Headway cracked the insurance code and scaled to 2.5M monthly visits
While mental health tech startups fight for attention, Headway quietly built a $490M revenue machine by solving the industry's dirtiest secret: therapists hate insurance paperwork. They're not just another marketplace—they're the infrastructure layer making therapy accessible at scale.
"Headway isn't selling therapy—they're selling the administrative nightmare that prevents therapy from happening."
The Invisible Infrastructure Play
Headway's genius is their B2B2C model disguised as a consumer app. With 69% direct traffic and only 25% organic, they've built a moat where providers come for the insurance credentialing and stay for the patient pipeline. Their $332M funding went into building backend systems that handle claims, billing, and credentialing—problems legacy EHRs ignore. This isn't a marketplace; it's a healthcare operating system.
The Provider Flywheel
Their search data reveals the strategy: 'headway provider login' (6,790 monthly searches) outpaces 'headway careers' (6,030). They're not just attracting patients—they're capturing therapists escaping insurance bureaucracy. By becoming the single point of truth for provider credentialing, they've created a network effect: more providers → better insurance coverage → more patients → better rates → even more providers.
The tech stack tells a story of rapid scaling: Tailwind CSS, Vite, and Cloudflare suggest a modern frontend architecture built for speed. But the real moat isn't visible—it's the proprietary APIs connecting therapists to insurers, automating what used to take weeks of phone calls and paperwork. This is infrastructure-as-a-service for mental health.
- They own the credentialing bottleneck—therapists can't easily leave once integrated
- 69% direct traffic proves they've built brand equity beyond SEO arbitrage
- Their 3.9/5 Trustpilot score (1,365 reviews) shows they're executing on patient satisfaction while scaling
- Competitor keywords ('grow therapy', 'rula') in their SEO data reveal they're winning the mindshare war
The Verdict: Infrastructure Over Marketplace
Headway is building the Stripe for mental health insurance—complex backend, simple frontend, massive leverage. At $490M revenue with 2,452 employees, they've achieved $200K revenue per employee while solving the industry's hardest problem: making insurance actually work for mental health.
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Find Therapists Covered by Your Insurance | Headway
Find therapists near you who accept insurance. We'll help you find the right fit—and save you money. Get started today with online or in-person sessions.
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Reviews (20)
Iam satisfied with the service provider
Iam satisfied with the service provider
They begin by taking your payment…
They begin by taking your payment information and providing you with an estimated cost based on your insurance. My estimated cost before my first session was $75 with in network insurance. After three sessions I kept getting emails from Headway regarding corrections in billing, and now I am being retroactively charged for a per session cost of $142. And of course, there is no telephone number or email address, just dumb virtual assistance to help you.
Allegedly selling information
I found this platform through the provider search through my insurance. It was the first and only place I reached out to regarding my need for therapy. I scheduled my appointment, the provider never called me. Without my consent I was scheduled again for the same day a few hours later, that call never happened either. I contacted support and they couldn't answer any questions, whether this was done by headway or by the provider. Then after support couldn't help me, I got an email asking to rate my appointment... Starting the next morning at 6:30 am I started getting phone calls from "therapists" from across the country SAYING that they found me from headway, but when I google their phone numbers or names or practices they don't exist!!! Headway claims to not sell your information so this is just a crazy coincidence? Had to contact support to delete my account that I only had for THREE DAYS because I'm getting spam calls that say they are from Headway. My emergency contact is getting the same calls. Be wary of giving this company your information.
This company has charged me hundreds of…
This company has charged me hundreds of dollars and continues to even though I have canceled my cards and done everything. They’ve asked somebody has utilized my bank account information to bill me on an account here this company has refused to help me. I am at a loss hundreds of dollars continues to be spent every single time they just told me to cancel my card every single time I tell them it’s because somebody has my bank account and every single time it goes back to the same thing.
My therapist using Headway for billing
My therapist using Headway for billing, it is horrible! You can not speak to a live person, you have to talk through email. They charge me a fee on my HSA card, however did not submit to my insurance company. Yes my deductible was not met and I know there is a charge. But all appointments should be submitted through insurance then a bill should be released. They refuse to work with me on this, they refuse talk on phone. Check you statements for HSA they double charge and I finally got a refund. Therapist be aware of this company, worthless!
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About headway.co
Find therapists near you who accept insurance. We'll help you find the right fit—and save you money. Get started today with online or in-person sessions.
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headway.co uses 17 technologies across their website including Google Maps, HSTS, Sentry, and more.
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headway.co receives approximately 4.9M monthly visitors and ranks #10,288 globally. The website has a bounce rate of 37% with visitors viewing an average of 5.2 pages per visit. Users spend an average of 3:38 on the site.
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