Serenique is an AI-driven online mental health counseling startup that created a custom large language model (LLM) for mental health counseling. Serenique has achieved significant market success, but to drive growth, the company wants to expand into online couples counseling. Seeing a rapidly growing market, the company is evaluating three strategic options: developing an in-house AI-powered module; acquiring DuoHarmony, a startup with a solid foothold in the online couples therapy market; or partnering with a traditional counseling company called Amity to combine AI with human expertise. The options vary in cost, level of control, integration effort, and speed to market. Serenique must decide the best option for enhancing its capabilities to enter online couples counseling.
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Case Study|
November 22 2024
Serenique in Online Mental Health Counseling: Build, Buy, or Partner?
This in-class case was prepared by Professor Mohanbir Sawhney, with assistance from generative AI tools in compliance with Kellogg Case Publishing's policy, which can be found at https://bit.ly/CaseAIpolicy.
Publisher: Emerald Publishing
Received:
April 28 2025
Accepted:
April 28 2025
Online ISSN: 2474-6568
© The Kellogg School of Management at Northwestern University
2024
Northwestern University
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Article history
Received:
April 28 2025
Accepted:
April 28 2025
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Citation
Sawhney M (2024;), "Serenique in Online Mental Health Counseling: Build, Buy, or Partner?". Kellogg School of Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/case.kellogg.2025.000045
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