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Ayana Therapy Review

Ayana Therapy is a new and fairly small virtual therapy service operating out of Los Angeles. It was founded back in 2019 with a clear and unique purpose – providing online treatment solutions specifically for people from marginalized communities, by matching them with a counselor who shares similar backgrounds and values.

While there’s a fairly even distribution of gender, studies and surveys consistently show that 84% of licensed psychologists in America are white. Moreover, while it’s unclear how many identify as gay, only a tiny percentage reported they identify themselves as non-binary or trans. Looking at this data, it’s clear there’s a real need for the service Ayana Therapy aims to offer.

There’s no underestimating just how important mutual empathy and understanding are to successful therapy. This is increased tenfold when these sessions are conducted online. Feeling like your counselor is “the same as you” and “gets” you (well, at least to some degree) is crucial in establishing the required trust for such treatments to even work.

That said, all of this does not necessarily mean this particular site is the right choice. As you’ll see by reading this Ayana Therapy review, there are many issues that can deter you from using their services. We’ll compare it to the best online therapy sites, as well as to other sites specializing in marginalized groups the same way Ayana does.

Ayana Therapy Rating Breakdown 2022

Overall Rating

Overall Rating - 3.5 Stars

Considering the fact Ayana is fairly new, they are certainly off to a promising start. While the platform still has a lot to improve upon, their mission is commendable and they do offer a lot of value to their clients.


Price - 4 Stars

Despite not working with insurance, at $60 per session Ayana has a fairly attractive offer that competes well with the rest of the industry.

Treatment Options

Treatment Options - 3.5 Stars

Therapists are all excellent, understanding and extremely responsive. They undergo special training in cultural competency and are handpicked to serve specific demographics. That said, there are simply not enough therapists on Ayana’s platform yet, and they don’t allow you to choose your own therapist.

App and Software

App and Software - 2 Stars

The Ayana website is modern and very easy to use. The platform runs smoothly as well. However, we simply can’t give a higher score to a therapy platform without a mobile app.

Customer Service

Customer Service - 4.5 Stars

Ayana’s customer support team is excellent. They reply quickly and are very helpful. Even better, you can actually reach them by mail, phone or chat (unlike many other therapy sites, where mail is your only option).

Safety and Privacy

Safety and Privacy - 4 Stars

Ayana therapy is fully licensed in the U.S and follows strict data encryption protocols. It is HIPAA compliant and we were unable to find any negative reviews about the platform. The only thing we don’t like is that they ask for more personal details when you sign up than most other sites do.

Should I use Ayana Therapy?

Top 3 Ayana Therapy Alternatives

BetterHelp - Best Therapy Site

$ 60-90 Per Week
  • More than 20,000 Therapists
  • Our Top Rated Therapy Site
  • Great Platform & Easy To Use
  • 50% Off First Month

Talkspace - Best With Insurance

$ 65-99 Per Week
  • 2nd Largest Therapy Provider
  • Combine Talk Therapy & Psychiatric Care
  • Best With Insurance
  • $80 Off First Month

Pride Counseling - Best For LGBTQ+

$ 60-80 Per Week
  • Owned by BetterHelp
  • Only Therapy Site 100% Dedicated to LGBTQ+
  • Affordable Prices And Financial Aid Program
  • 10% Off First Month

Is Ayana Legit? The Company behind

Ayana therapy is a privately held company based in Los Angeles, CA. With just 10 in-office employees, it’s still a small growing startup company – but it has already received backing by The Fund Venture Capital and Techstars which is an encouraging sign it will continue to grow and stick around for a long time.

Eric Coly, Ayana’s founder and current CEO, is a former investment banker. He started Ayana in 2019 following a long bout of severe depression. As we all know, struggles such as these often lead to growth and change, and such was the case for Eric. He used his own experiences and struggles to come up with a unique service that aims to help minorities by providing intersectional therapy.

All in all, we have absolutely no reason to feel Ayana is not safe. It is a legit company with serious backing, an inspiring mission statement and an impressive CEO at the helm.

Ayana Therapy in Numbers For 2022

Year Founded2019
U.S Based CompanyYes
Number of Licensed TherapistsUnknown, But Not Many
Accepts Insurance?No
HIPAA CompliantYes
Therapy ModesText, Audio and Video
Available TreatmentsPrivate Therapy Only
Average Price$60 Per Week
Sign Up TimeFew Minutes
Response TimeSeveral Days
Mobile AppNo
Customer Reviews84% Positive
Our Editorial Rating3.5 Stars
Current PromotionNone

How Ayana Therapy Works

Ayana Therapy’s sign up process is actually different from most other sites. Instead of filling up a quick questionnaire and completing the signup process immediately, here you leave your name and contact information – and wait for their team to contact you with further instructions. 

Ayana’s website says this is because they want to tailor the experience and give personal treatment to each potential client, but we suspect it’s more due to lack of staff. In any case, once they do reach out to you, there’s no special treatment or a personal feel to it. 

Unlike other small sites such as Counseling on Demand for example, which lets you have a free consultation meeting first, over at Ayana you get to fill a fairly generic questionnaire about your demographics and preferences, before being automatically assigned your potential “match”. In some cases, most likely based on availability in your specific location, the system will suggest several matches for you to choose from.

Once you select one of the offered therapists, you’ll wait for their approval so that counseling can actually begin. While this normally takes 24-48 hours or less, at times we had to wait as long as a week or even more (upwards of 2 weeks). This is much different than most therapy platforms, either big ones such as Talkspace or even smaller sites such as Calmerry or – all guarantee you can start your therapy in 2 days or less. The only other therapy site we tried where matching takes a week is Get Cerebral.

In any case, once the counselor approves your request, you’ll have to pay – either for a monthly subscription plan or for a single session (see below for a breakdown of costs). Once you do, you’ll be able to begin therapy. Your counselor will be available through text and chat messaging throughout the week, as well as conduct a weekly live session with you.

Your assigned therapist will be the one escorting you throughout the whole therapy process. If at any given time you are not satisfied with your counselor and wish to replace them, you’ll have to contact support. After a few days, you’ll get another list of potential matches to choose from.

Ayana Therapy Price

Ayana Therapy is currently the only teletherapy site that allows users to choose between a monthly subscription plan and paying for a single session each time. While we do definitely like and appreciate the flexibility, the price of $140 for a single session is much higher than what other sites charge. Amwell for example, a much better overall therapy platform, only charges $109 for a single session of therapy.

Ayana Therapy also has a unique “Gift card” feature which enables you to purchase therapy sessions and give them to someone you know. This is a great feature, but it is unclear to us why giving therapy as a gift should cost more than getting it for ourselves. The single session price is the same at $140, but the 4 session monthly subscription package costs $30 extra for some strange reason.

Monthly Subscription Plan

$ 60 Per Session
  • 45 Minutes Live Session Each Week
  • Chat & Text Therapy Included

Single Session

$ 140 Per Session
  • 45 Minutes Live Session
  • No Chat or Text Messaging

It’s also worth mentioning again that Ayana does not work with any type of health insurance, nor does it offer any discounts and financial aid programs like BetterHelp does. We find this to be somewhat disappointing from a site which is dedicated to helping marginalized individuals, many of which come from hard economic backgrounds or struggle to find work in today’s still overly judgmental work environment.

That said, even without insurance, their pricing is quite competitive. You can see how it compares by reading our Amwell review or this guide for the best online therapy sites with insurance

Ayana Therapy Treatments

One of the things we like the most about Ayana Therapy is the quality of their employed counselors. These are handpicked to serve specific populations at need, and are excellently trained to be culturally competent and aware. If there’s one thing that really proves the merit of Ayana’s unique approach to therapy – this is it.

Counselors working with Ayana are all licensed psychologists, marriage and family therapists, clinical social workers, or licensed professional counselors. They each have at least a Masters degree in their respective field, as well as 3 years and 2,000 hours of hands-on experience. All counselors are of course fully licensed and are carefully vetted by Ayana before they begin working.

Even though Ayana doesn’t have as many therapists on staff as other platforms, their specialists cover a wide range of mental health problems. They mostly practice CBT, DBT and EMDR techniques to help patients with the following:

Ayana’s counselors can help you deal with issues that arise from meaningful relationships in your life – whether it’s your family, partner or colleagues at work. That said, the platform only offers counseling for a single patient. If you are looking to get help with your relationship, you might want to look into our list of the best couples therapy sites first.

What Our Readers Have To Say About Ayana

You said few days, but i'm waiting for 2 weeks now!!! I'm tired of this bullshit.
Not the greatest platform, but finally my therapists isn't a completely clueless dork.
It's good....thanks for recommending it to me.

Ayana Therapy Review - Frequently Asked Questions

Is Ayana Therapy the best online therapy site?

Ayana Therapy doesn’t presume to be the best overall therapy, but rather the best fit for you. If you feel traditional mainstream psychology doesn’t understand you or your needs then you might be at home here.

Is Ayana legit and safe to use?

Yes absolutely. The site is HIPAA compliant, fully licensed and regulated.

Does Ayana Therapy work with insurance?

No type of health insurance, including Medicare and Medicaid, is accepted.

How can I pay A