Ellie Mental Health Logo

Ellie Mental Health

Initial Investment Range

$116,000 to $679,575

Franchise Fee

$60,500 to $101,500

The franchise offered is for a business that operates an outpatient counseling and therapy clinic under the “Ellie Mental Health®” service mark providing counseling, medication management (with our pre-approval), and therapeutic products and services, by licensed clinical counselors and therapists and prescribers.

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Ellie Mental Health April 18, 2025 FDD Risk Analysis

Free FDD Library AI Analysis Date: July 16, 2025

DISCLAIMER: Not Legal Advice - For Informational Purposes Only. Consult With Qualified Franchise Professionals.

1

Franchisor Stability Risks

Start Here
Total: 10
5
2
3

Disclosure of Franchisor's Financial Instability

High Risk

Explanation

The FDD explicitly flags "Financial Condition" and a "Going Concern" notice from auditors as special risks. Exhibit E's audited financials show significant, multi-year operating losses and a historical members' deficit, raising substantial doubt about Ellie Fam LLC's ability to provide ongoing support or even remain in business without continued cash infusions. This financial weakness, despite recent capital contributions, poses a direct threat to the stability of the entire system and your investment.

Potential Mitigations

  • Your accountant must perform a detailed analysis of the audited financial statements, focusing on the going concern note, cash flow, and reliance on franchise fees for revenue.
  • It is crucial for your franchise attorney to evaluate any state-mandated financial assurances, like bonds or fee deferrals, required due to this condition.
  • Discussing the franchisor's financial health and its impact on support with a wide range of current franchisees is a critical due diligence step.
Citations: Item 21, Special Risks, Exhibit E

High Franchisee Turnover

High Risk

Explanation

Item 20 data reveals that 18 franchised clinics were terminated or ceased operations in 2024. This represents a churn rate of nearly 10% of the clinics that started the year. Item 19 also explicitly notes these 18 closed clinics were excluded from the performance data. Such a high franchisee exit rate in a very young system is a critical indicator of potential systemic problems, such as unprofitability or franchisee dissatisfaction, posing a high risk.

Potential Mitigations

  • Your attorney should guide you in contacting a significant number of former franchisees from the list in Exhibit D to understand their reasons for leaving.
  • An accountant's analysis of the turnover rate in conjunction with the franchisor's rapid growth and financial condition is essential.
  • A business advisor can help you weigh the risks suggested by this high turnover rate against the potential of the franchise.
Citations: Item 19, Item 20, Exhibit D

Rapid System Growth

High Risk

Explanation

The franchise system has grown from zero to 240 franchised units in just three years, as shown in Item 20. This explosive growth, combined with the franchisor's disclosed financial instability, high franchisee turnover, and significant litigation, suggests its support infrastructure is severely strained. A special risk of

Potential Mitigations

  • Engaging a business advisor to question the franchisor's management about their specific plans and resource allocation for scaling support systems is vital.
  • A thorough due diligence process should involve speaking with franchisees who opened recently about the quality and timeliness of the support they received.
  • Your attorney should help you scrutinize the support obligations detailed in Item 11 and the Franchise Agreement for any lack of specific commitments.
Citations: Item 11, Item 20, Item 21, Special Risks

New/Unproven Franchise System

High Risk

Explanation

Ellie Fam LLC began franchising in mid-2021, making this a very new and relatively unproven system. While an affiliate has operated clinics longer, the franchise model's long-term viability, brand recognition, and support systems are not well-established. This newness, combined with disclosed financial instability and high franchisee turnover, presents a significant risk that the business model may not be sustainable for franchisees, making this a high-risk venture.

Potential Mitigations

  • Your business advisor should assist in conducting extensive due diligence on the founders' and management's direct experience in successfully managing a franchise system.
  • Consulting with your accountant is essential to critically assess the franchisor's capitalization and its heavy reliance on franchise fees versus ongoing royalties for revenue.
  • It is important to speak with some of the very first franchisees from the list in Exhibit D about their experiences with the developing system.
Citations: Item 1, Item 2, Item 20, Item 21

Possible Fad Business

Low Risk

Explanation

This risk was not identified. The business model, which involves providing outpatient mental health counseling and therapy, is based on a fundamental and growing healthcare need rather than a short-term trend or fad. This suggests a potentially durable market for your services. However, it's always wise to assess local market competition and specific service demands to confirm long-term viability in your area.

Potential Mitigations

  • A business advisor can help you conduct a local market analysis to confirm sustained demand for these specific mental health services in your area.
  • It's advisable to discuss the franchisor's plans for service innovation and adaptation to evolving healthcare trends with their management team.
  • Your accountant can help model the financial impact of potential shifts in insurance reimbursement rates or service delivery models over the long term.
Citations: Not applicable

Inexperienced Management

Medium Risk

Explanation

Item 2 shows that much of the key executive team, including the CEO and CFO, are very new to the company, with start dates in 2024 or 2025. While some individuals have prior franchise experience elsewhere, the management team's collective experience working together to run this specific franchise system is limited. This newness in leadership could negatively impact strategic consistency and the quality of support as the system navigates its rapid growth and financial challenges.

Potential Mitigations

  • In discussions with the franchisor, your business advisor can help you probe the management team's integration and strategic plans for addressing current challenges.
  • Asking current franchisees about their direct experiences with the new leadership and any changes in support or communication is a key due diligence step.
  • Your attorney should confirm if there are any key-person provisions in the Franchise Agreement that might offer protection if critical managers depart.
Citations: Item 1, Item 2

Private Equity Ownership

Medium Risk

Explanation

The franchisor is ultimately owned by a private equity firm, Princeton Equity Group, as disclosed in Item 1. This type of ownership can create pressure for rapid growth and short-term returns, which may not always align with the long-term health of franchisees. This could potentially lead to decisions about fees, support levels, or system mandates that prioritize investor returns over franchisee profitability, introducing a notable level of risk to your investment.

Potential Mitigations

  • A business advisor can help you research the private equity firm's reputation and its track record with other franchise brands in its portfolio.
  • It is critical to ask current franchisees about any changes in culture, fees, or support quality since the private equity acquisition.
  • Your attorney should carefully review the franchisor's rights to assign the franchise agreement, as a sale of the system is a common private equity exit strategy.
Citations: Item 1, Item 17, Item 21

Non-Disclosure of Parent Company

Low Risk

Explanation

This risk was not identified. The FDD provides detailed disclosure in Item 1 regarding its parent and ultimate parent companies, including Princeton Equity Group, LLC, and its affiliated franchise systems. This transparency allows you and your advisors to conduct due diligence on the entities that ultimately control the franchise. However, the parent company's financial statements are not provided, which limits a full assessment of the parent's financial strength.

Potential Mitigations

  • Your accountant should review the provided franchisor financials while noting the absence of parent company financials makes a complete picture impossible.
  • A business advisor can help you research the parent company's reputation and financial health through publicly available information.
  • Your attorney should review any guarantees offered by the parent company, if any are included in the exhibits.
Citations: Not applicable

Predecessor History Issues

Low Risk

Explanation

The franchisor has a disclosed predecessor, Ellie Family Services (EFS), which operated the original clinics before the business was restructured for franchising and acquired by a private equity firm. While this history is disclosed in Item 1, the transition from a founder-led clinical practice to a private equity-backed franchise system adds a layer of complexity. You should carefully consider how this change might affect the company culture and operational support.

Potential Mitigations

  • Your attorney should help you understand the timeline of the predecessor companies and the acquisition by the current franchisor.
  • When speaking with contacts at the company-owned locations in Minnesota, it could be useful to ask about the transition from the predecessor.
  • A business advisor can help research any public information or news articles about the predecessor companies for additional context.
Citations: Item 1, Item 3, Item 4

Pattern of Litigation

High Risk

Explanation

Item 3 discloses a clear and concerning pattern of litigation. This includes multiple pending claims filed by franchisees alleging misrepresentation regarding critical services like EHR systems, billing, and credentialing. Furthermore, in a separate case, former franchisees filed counterclaims alleging fraud and franchise law violations. This pattern of serious disputes suggests significant systemic problems with the franchisor's service delivery and franchisee satisfaction, posing a high risk to your investment.

Potential Mitigations

  • A thorough review of the specific allegations in each case described in Item 3 with your franchise attorney is absolutely essential.
  • It is critical that you attempt to contact the franchisees involved in this litigation, with guidance from your attorney, to understand their perspective.
  • Your accountant should factor the potential failure of franchisor-provided services, like billing, into your financial projections and contingency planning.
Citations: Item 3
2

Disclosure & Representation Risks

Total: 15
6
2
7

Example Risk: Franchisee Financial Obligations

Blue Risk

Explanation

This risk involves the financial obligations that a franchisee must meet, including initial fees, ongoing royalties, and other required payments. Understanding these obligations is crucial for long-term success.

Potential Mitigations

  • Carefully review the Franchise Disclosure Document (FDD) and consult with a franchise attorney to fully understand all financial commitments before signing.
  • Conduct regular risk assessments
  • Implement monitoring and reporting systems

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3

Financial & Fee Risks

Total: 10
5
3
2

Example Risk: Franchisee Financial Obligations

Blue Risk

Explanation

This risk involves the financial obligations that a franchisee must meet, including initial fees, ongoing royalties, and other required payments. Understanding these obligations is crucial for long-term success.

Potential Mitigations

  • Carefully review the Franchise Disclosure Document (FDD) and consult with a franchise attorney to fully understand all financial commitments before signing.
  • Conduct regular risk assessments
  • Implement monitoring and reporting systems

Unlock Full Risk Analysis

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4

Legal & Contract Risks

Total: 16
8
6
2

Example Risk: Franchisee Financial Obligations

Blue Risk

Explanation

This risk involves the financial obligations that a franchisee must meet, including initial fees, ongoing royalties, and other required payments. Understanding these obligations is crucial for long-term success.

Potential Mitigations

  • Carefully review the Franchise Disclosure Document (FDD) and consult with a franchise attorney to fully understand all financial commitments before signing.
  • Conduct regular risk assessments
  • Implement monitoring and reporting systems

Unlock Full Risk Analysis

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5

Territory & Competition Risks

Total: 5
4
0
1

Example Risk: Franchisee Financial Obligations

Blue Risk

Explanation

This risk involves the financial obligations that a franchisee must meet, including initial fees, ongoing royalties, and other required payments. Understanding these obligations is crucial for long-term success.

Potential Mitigations

  • Carefully review the Franchise Disclosure Document (FDD) and consult with a franchise attorney to fully understand all financial commitments before signing.
  • Conduct regular risk assessments
  • Implement monitoring and reporting systems

Unlock Full Risk Analysis

Purchase the complete risk review to see all 102 risks across all 10 categories.

6

Regulatory & Compliance Risks

Total: 10
6
2
2

Example Risk: Franchisee Financial Obligations

Blue Risk

Explanation

This risk involves the financial obligations that a franchisee must meet, including initial fees, ongoing royalties, and other required payments. Understanding these obligations is crucial for long-term success.

Potential Mitigations

  • Carefully review the Franchise Disclosure Document (FDD) and consult with a franchise attorney to fully understand all financial commitments before signing.
  • Conduct regular risk assessments
  • Implement monitoring and reporting systems

Unlock Full Risk Analysis

Purchase the complete risk review to see all 102 risks across all 10 categories.

7

Franchisor Support Risks

Total: 4
2
2
0

Example Risk: Franchisee Financial Obligations

Blue Risk

Explanation

This risk involves the financial obligations that a franchisee must meet, including initial fees, ongoing royalties, and other required payments. Understanding these obligations is crucial for long-term success.

Potential Mitigations

  • Carefully review the Franchise Disclosure Document (FDD) and consult with a franchise attorney to fully understand all financial commitments before signing.
  • Conduct regular risk assessments
  • Implement monitoring and reporting systems

Unlock Full Risk Analysis

Purchase the complete risk review to see all 102 risks across all 10 categories.

8

Operational Control Risks

Total: 12
3
5
4

Example Risk: Franchisee Financial Obligations

Blue Risk

Explanation

This risk involves the financial obligations that a franchisee must meet, including initial fees, ongoing royalties, and other required payments. Understanding these obligations is crucial for long-term success.

Potential Mitigations

  • Carefully review the Franchise Disclosure Document (FDD) and consult with a franchise attorney to fully understand all financial commitments before signing.
  • Conduct regular risk assessments
  • Implement monitoring and reporting systems

Unlock Full Risk Analysis

Purchase the complete risk review to see all 102 risks across all 10 categories.

9

Term & Exit Risks

Total: 18
8
5
5

Example Risk: Franchisee Financial Obligations

Blue Risk

Explanation

This risk involves the financial obligations that a franchisee must meet, including initial fees, ongoing royalties, and other required payments. Understanding these obligations is crucial for long-term success.

Potential Mitigations

  • Carefully review the Franchise Disclosure Document (FDD) and consult with a franchise attorney to fully understand all financial commitments before signing.
  • Conduct regular risk assessments
  • Implement monitoring and reporting systems

Unlock Full Risk Analysis

Purchase the complete risk review to see all 102 risks across all 10 categories.

10

Miscellaneous Risks

Total: 2
2
0
0

Example Risk: Franchisee Financial Obligations

Blue Risk

Explanation

This risk involves the financial obligations that a franchisee must meet, including initial fees, ongoing royalties, and other required payments. Understanding these obligations is crucial for long-term success.

Potential Mitigations

  • Carefully review the Franchise Disclosure Document (FDD) and consult with a franchise attorney to fully understand all financial commitments before signing.
  • Conduct regular risk assessments
  • Implement monitoring and reporting systems

Unlock Full Risk Analysis

Purchase the complete risk review to see all 102 risks across all 10 categories.