The partnership will provide up to 100 Albertans with a fully funded first therapy session through DiveThru’s Reduced Rate Program.
EDMONTON, AB — November 3, 2026 — DiveThru, an Alberta-based mental health organization, has partnered with Alberta Blue Cross® to help make professional mental health care more accessible and affordable for Albertans.
Through the partnership, Alberta Blue Cross® is funding the first therapy session for up to 100 Albertans who qualify for DiveThru’s Reduced Rate Program, helping individuals take the first step toward accessing mental health support without the financial barrier of an initial appointment.
While conversations about mental health have become more common, affordability continues to prevent many Canadians from accessing the care they need. According to the Canadian Institute for Health Information, approximately one in three Canadians living with a diagnosed mental health condition reported not receiving care because of cost.
For DiveThru, addressing this gap means creating more accessible pathways into therapy while helping individuals continue receiving support beyond their first appointment.
“At DiveThru, we believe that everyone deserves access to mental health support, regardless of their financial circumstances,” says Sophie Gray, Founder and CEO of DiveThru. “Our mission has always been to create a world where no one struggles alone. Partnerships like this one with Alberta Blue Cross® allow us to turn that mission into meaningful action by helping more Albertans access the support they deserve.”
Making Therapy More Accessible
DiveThru’s Reduced Rate Program was developed to support individuals who may otherwise face financial barriers to accessing professional mental health care.
Through the program, eligible Albertans can access virtual therapy sessions for $100 with master’s-level, regulated mental health professionals, creating a more affordable alternative to traditional private-pay therapy.
With Alberta Blue Cross® funding the initial session, eligible individuals can begin their therapy journey at no cost and continue accessing care through the Reduced Rate Program.
“Access is more than getting a first appointment,” says Jamie Warrack, Director of Counselling at DiveThru. “It’s also having a realistic way to continue when finances change. We’re shaping our reduced-rate program with both in mind, because continuity and choice matter in therapy.”
How Albertans Can Access the Program
Albertans interested in participating can apply through DiveThru’s Reduced Rate Program and use the promotional code LIVEWELL to receive their first virtual therapy session at no cost.
The initiative is available to eligible new DiveThru clients and is not limited to Alberta Blue Cross® plan members. Funded sessions are available on a first-come, first-served basis, up to a maximum of 100 individuals.
To learn more or apply, visit DiveThru’s Alberta Blue Cross® partnership page.
About Alberta Blue Cross®
Alberta Blue Cross® is a lifelong partner in health and wellbeing, helping people and organizations navigate life’s meaningful moments with clarity, care and confidence. For more than 75 years, we’ve supported individuals, employers, communities and governments through coverage and guidance to help people live well. Rooted in Alberta, we invest locally in initiatives that strengthen the communities we serve.
Media contacts
Jaclyn Spurrell, manager of Corporate Communications, Alberta Blue Cross®: jspurrel@ab.bluecross.ca
Angela Giacobbo, communications officer, Alberta Blue Cross®: agiacobb@ab.bluecross.ca
About DiveThru
DiveThru is on a mission to create a world where no one struggles alone. Through their in-person studios and online platform, they connect Albertans with counselling and psychological assessment services. They also partner with employers, community organizations and other groups to expand access to mental health support through tailored workshops and pathways to care.
Media Contact
DiveThru Media Team
media@divethru.com
www.divethru.com