Cerebral Inc., the controversial and fast-growing virtual behavioral health startup, has announced plans for a Cerebral care counselor phase out, signaling a significant shift in its service offerings. The company confirmed Friday that it will no longer accept new patients seeking care counselor services, though existing clients will continue to receive support for “continuity of care.”
This announcement comes during a challenging period for Cerebral, which has faced criticism for its prescribing practices of controlled substances. While the company did not clarify exactly when the Cerebral care counselor phase out will take effect or how many employee positions may be impacted, the move has sparked questions about the future of its workforce and overall care model.
Focusing on Evidence-Based Programs and Clinical Outcomes
Cerebral explained that the Cerebral care counselor phase out aligns with its strategy to prioritize evidence-based programs and measurable clinical outcomes. CEO David Mou, who succeeded founding CEO Kyle Robertson, has emphasized quality and patient-centered care as the company’s guiding principles. In a statement, Cerebral said, “We are committed to continuously evolving our care model to apply evidence-based research and best serve our patients’ needs, and while our structure may change, our mission will not.”
Care counselors, who are not licensed therapists, typically hold master’s degrees in psychology, social work, or counseling. They provided monthly check-ins with patients, offering support, medication assessments, and therapeutic techniques such as cognitive behavioral therapy. While the Cerebral care counselor phase out removes this layer of support, therapists and coaches appear unaffected, though future workforce changes remain uncertain.
A Company in Transition
The Cerebral care counselor phase out comes after several high-profile controversies and operational challenges. Founded in 2019, Cerebral rapidly expanded during the pandemic, raising over $462 million in funding and reaching a valuation of $4.8 billion in its Series C round. However, the company faced criticism and investigations over prescribing practices of ADHD medications like Adderall, prompting a public pivot to stop prescribing controlled substances for ADHD.
Earlier this summer, Cerebral laid off more than 100 employees, and while no layoffs have yet been linked to the Cerebral care counselor phase out, the company has not ruled out future changes. This decision reflects ongoing efforts to streamline operations and focus on clinically measurable care, rather than broader support roles that were previously part of the care counselor model.
Impact on Patients and the Care Model
The Cerebral care counselor phase out affects patients who relied on monthly check-ins with care counselors for continuity and support. Care counselors were distinct from licensed therapists or coaches but provided a structured, evidence-based layer of support, helping patients navigate medication responses and mental health challenges. By eliminating this service, Cerebral is narrowing its focus to therapy, psychiatry, and coaching—roles that are more strictly regulated and measurable in terms of clinical outcomes.
For many patients, this may mean fewer touchpoints and less frequent interaction with support staff, raising concerns about accessibility and continuity. However, Cerebral maintains that the shift is in line with a broader effort to improve clinical outcomes and the quality of care for all patients.
A Pivotal Moment for Virtual Behavioral Health
The Cerebral care counselor phase out highlights the challenges facing virtual behavioral health companies as they scale. Rapid expansion, investor expectations, and regulatory scrutiny require companies to balance accessibility with clinical rigor. While this move may streamline operations and reinforce credibility, it also underscores the pressures these startups face in evolving and sustaining their care models.
As Cerebral continues to navigate growth, regulatory compliance, and public perception, the Cerebral care counselor phase out represents both a business strategy and a reflection of the broader challenges within telehealth and virtual behavioral health. The industry will be watching closely to see how this pivot impacts patients, providers, and the company’s long-term trajectory.
