Headspace Joins Direct-to-Consumer Therapy Space With AI Companion, Ebb

The mental health platform Headspace has launched Therapy by Headspace, its direct-to-consumer therapy service, after a decade of serving customers through employers and health plans, according to a news release published today.

In addition to 1:1 virtual care sessions with therapists, patients can utilize Ebb, an AI companion available 24/7. Ebb can provide support between appointments by generating personalized conversations and suggesting meditation recommendations and breathing exercises from the Headspace library.

In the coming months, Headspace plans to release AI-driven assessments and generate care plans for each patient to tailor care.

The launch follows a Headspace and YouGov survey that found 74% of adults ages 18 to 45 face barriers to starting or continuing therapy. Among them, 47% cited cost as the top barrier. As a result, 50% said they rely on informal support systems such as family and friends, and 10% reported using AI-based tools for mental health support—an approach that could carry risks if platforms lack clinical oversight or regulation.

In March, the American Psychological Association called on the Federal Trade Commission and lawmakers to increase scrutiny of mental health AI tools, citing potential harm when tools are unvetted or misused. In recent months, two families have filed lawsuits related to Character.AI, an entertainment chatbot platform, after their sons reportedly used it for therapeutic conversations. In separate incidents, one boy died by suicide and another allegedly attacked his parents. [Note: This claim is based on lawsuits and allegations, not confirmed causation.]

Headspace has in-network partnerships with more than 45 national and regional insurance plans, including Cigna, UnitedHealthcare, Optum and Blue Cross Blue Shield. Most members pay between $0 and $35 per session. If insurance won’t cover sessions, there is an option to pay $149 out of pocket per session. The company plans to add additional in-network plans in the coming months, according to the news release.

“Through hundreds of thousands of sessions delivered over the years, we've learned that when people have continuous support reinforcing their therapy work—through guided meditations, personalized exercises, and an AI companion that understands their specific challenges—they maintain momentum between sessions and see lasting results faster,” Jenna Glover, Ph.D., CCO of Headspace, said in the news release.

Headspace’s entry into the direct-to-consumer therapy market underscores a broader trend of hybrid mental health models that blend clinical care with digital tools. As more insurers adopt value-based care arrangements and explore ways to reduce the long-term cost of untreated mental illness, partnerships with platforms like Headspace may become increasingly central to managed care strategies.

“The future of care isn't about choosing between human therapists and AI—it's about seamlessly blending both to deliver better outcomes,” Tom Pickett, CEO of Headspace, said in the news release.