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DiveThru
Techstars '22Edmonton, CA · Founded 2018 · 47 employees on LinkedIn · 4 known investors
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DiveThru provides mental health support through in-person studios and an online platform, offering therapy and psychological assessments. The company serves individuals seeking mental health care with an emphasis on accessibility and personalized matching with clinicians.
Also known as Divethru Inc. · DiveThru Inc.
Founders & leadership
DiveThru was founded in 2018 by Sophie Gray.
Investors · 4
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Company profile
researched Sep 2026DiveThru is a Canadian mental health care provider that delivers therapy and psychological assessments through in-person studios and an online platform. Clients complete a five-minute matching tool and are recommended a therapist based on stated goals, preferences and schedule, then book sessions either in person or virtually. Services include individual, child/youth, couples and family therapy, along with psychological assessments intended to identify ADHD, learning challenges and other mental health conditions. Care is delivered by registered psychologists, provisional psychologists, social workers and clinical counsellors.
The company also operates a consumer mobile app containing self-guided resources built by licensed therapists, including short three-step routines ("Solo Dives"), mental health courses, guided journaling and mindfulness exercises, and articles. The Android app is published by DiveThru Inc. and lists more than 50,000 downloads. DiveThru additionally markets an employer offering, DiveThru+, for workplace mental health support, and runs a Reduced Rate Program that prices virtual sessions at $100 and in-person sessions at $150, compared with a recommended Alberta rate of $235 per hour, with direct billing to insurance.
The business began as a psycho-education and journaling app and later pivoted to a hybrid model combining physical studios with virtual delivery, designed around colourful, storefront-style spaces and non-clinical language intended to appeal to first-time therapy clients, predominantly in the 18-40 age range.
Founding story
Founder and CEO Sophie Gray, who was raised in St. Albert, Alberta, began writing down her thoughts to cope with panic attacks after experiencing a panic attack on an airplane that left her driving roughly 38 hours across the country rather than flying. Following that experience she searched therapist directories and tried various strategies, and concluded that accessing help was unnecessarily difficult. She launched the initial journaling and psycho-education app on that basis.
Business model
DiveThru provides clinical mental health services directly to consumers through physical studios and virtual sessions delivered by licensed clinicians, supplemented by a subscription-style consumer app of self-guided resources and an employer-facing offering, DiveThru+, aimed at supporting employees' mental health.
Revenue is generated from paid therapy sessions and psychological assessments; a Reduced Rate Program prices virtual sessions at $100 and in-person sessions at $150, both eligible for direct billing to insurance plans, positioned between free public and non-profit options and the $235 recommended hourly rate in Alberta. The company also markets employer partnerships through DiveThru+.
Traction
DiveThru reports roughly 29 therapists across its Alberta studios and virtual operations in Ontario and B.C. as of May 2024, growing to a larger clinician roster listed on its site; its Android app shows more than 50,000 downloads. The company said it reached profitability in 2022. A 2025 survey of 398 clients is cited on the company site regarding client experience, and by September 2026 the company operated four Edmonton-region studios.
Latest developments
In September 2026, founder and CEO Sophie Gray presented DiveThru at the Femtech Connect summit in Edmonton, discussing the company's reduced-rate program, its four Edmonton-region studios and planned in-person services in Calgary; she was also scheduled to host a startup-building event at DiveThru's central studio during Edmonton Startup Week on October 8. The Android app was updated in September 2026 with a new rematching feature and login fixes.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
The company positions itself as a hybrid alternative to both virtual-only therapy platforms and traditional clinics, emphasizing designed physical spaces, accessible pricing and faster matching; it was described as the only Canadian company accepted into the Techstars accelerator in the year referenced and reported reaching profitability in 2022.
Differentiation is framed around innovating the experience surrounding therapy rather than the clinical service itself: a short matching tool with quick appointment availability (within about a week), brightly designed storefront studios, reduced clinical jargon, a hybrid in-person and virtual model, and reduced-rate sessions that can be direct-billed to insurance.
Technology
DiveThru operates an online platform and mobile app that includes a therapist matching tool, a rematching feature, appointment scheduling, and a library of self-guided resources created by licensed therapists such as short guided routines, mental health courses, journaling exercises, mindfulness exercises and articles. The Android app states it collects location data, encrypts data in transit, shares no data with third parties, and supports user data deletion requests.
Go-to-market
Client acquisition runs through an online five-minute matching tool that pairs prospective clients with a therapist, supported by a mobile app, phone and email support, and street-facing studio spaces designed to invite walk-ins. The company uses relatable, low-jargon communication and community initiatives including its Reduced Rate Program, local partnerships and team volunteering, and pursues employer partnerships for workplace coverage.
Individuals, couples, children and youth, and families seeking therapy or psychological assessment, with clinic clients mostly in the 18-40 age range and a larger share of children and youth at the St. Albert location; the company also targets employers through DiveThru+ and reports attracting many first-time therapy clients.
Geography
Headquartered in Edmonton, Alberta, Canada, with studios in central Edmonton (11415 104 Avenue NW), Windermere Edmonton (#8 5090 Windermere Blvd NW), Whyte Ave Edmonton (10155 81 Ave NW) and St. Albert (#720, 860 St. Albert Trail), plus Calgary served virtually with an in-person location planned. Virtual services are available to residents of Alberta, British Columbia and Ontario.
History
The journaling app was launched by Sophie Gray in 2018, with a 2019 launch of the psycho-education app with journaling components also reported. During the pandemic, as virtual-only services proliferated, Gray began shifting the company toward hybrid therapy delivery, citing her own preference for in-person care. In 2022 the company pivoted to a hybrid bricks-and-mortar model, reported reaching profitability, and was accepted into the Techstars accelerator; Gray also took part in Edmonton Unlimited's Experts-on-Demand coaching program that year. In June 2023, Gray and a team of nine registered psychologists opened the first DiveThru studio near Whyte Avenue in Edmonton, and the company was selected for Alberta Innovates' Accelerating Innovations into CarE (AICE) – Validate program while planning Series A financing. A St. Albert studio opened in early 2024, and in May 2024 the company received a $750,000 Edmonton Edge Fund grant to open two further Edmonton locations. By September 2026 it operated four studios in the Edmonton region with in-person services in development in Calgary.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Related companies · 5
Companies working in the same space as DiveThru.
Timeline · 7
launches, deals, and filingsDiveThru operates four studios in the Edmonton region and is developing in-person services in Calgary, alongside virtual services in Alberta, British Columbia and Ontario.
DiveThru introduced a reduced-rate program offering virtual sessions at $100 and in-person sessions at $150, direct-billable to insurance, versus Alberta's recommended $235 rate.
DiveThru received a $750,000 grant from the Edmonton Edge Fund, a $5 million fund supporting businesses to start, scale and grow in Edmonton, to open two new Edmonton studio locations on the city's north and south sides.
$750K source ↗
DiveThru was selected for Alberta Innovates' Accelerating Innovations into CarE (AICE) – Validate program, a competitive grant supporting validation of product, market fit, business model and regulatory path for health technologies.
Sophie Gray and a team of nine registered psychologists opened DiveThru's first physical psychology clinic near Whyte Avenue in Edmonton.
DiveThru was accepted into Techstars, described as the only Canadian company in that cohort, and in the same year pivoted to a hybrid brick-and-mortar model and reached profitability.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- DiveThrudivethru.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does DiveThru do?
- DiveThru is an Alberta-based mental health company offering therapy and psychological assessments through studios and a virtual platform.
- Who founded DiveThru?
- DiveThru was founded by Sophie Gray in 2018.
- Who are DiveThru's investors?
- DiveThru's investors include Edmonton Unlimited, Sproutx, Startup TNT, Techstars.
- Where is DiveThru headquartered?
- DiveThru is headquartered in Edmonton, CA.