It is really beautiful to see Muslim organizations collaborating and building on each other’s strengths in service of the community. Naseeha has been doing important work through its helpline and mental health support services for more than a decade, and at Ruh, our expertise has been in offering Islamically aligned and culturally responsive care.
Through this partnership, we are able to broaden access for our community, allowing us both to best leverage our resources and infrastructure for maximum impact in the Muslim mental health space.
1. Quick Summary
Ruh is now partnering with Naseeha Mental Health to support paid therapy referrals coming through Naseeha’s channels.
During this pilot, Ruh will support:
Self-pay clients
Insurance-based clients
Naseeha will continue to support:
Free therapy clients
Subsidized therapy clients
Helpline-related support needs
For our team, the main thing to know is that Naseeha will function as a referral source. Clients coming through this pathway will follow our regular standard match process.
2. Partnership Timeline and Scope
The partnership officially launched on May 1, 2026.
The initial pilot will run for three months, from May 1, 2026 to July 31, 2026, with the possibility of extending after the pilot period.
At this stage, the partnership is Canada-only. We may explore expanding into the U.S. or other regions in the future, but for now, the pilot is focused on Canadian clients.
3. How Clients Will Come to Ruh
Clients will primarily come through Naseeha’s website.
On Naseeha’s website, the Book a Therapist pathway will lead to an embedded Ruh-created program page: ruhcare.com/program/naseeha-counselling-program
This page will be embedded directly within Naseeha’s website, so clients can move through the pathway from Naseeha to Ruh in a smooth and familiar experience.
From there, self-pay and insurance clients will be guided into our intake and matching process.
Clients who are looking for free therapy or financial assistance will be redirected to Naseeha’s own form so their team can support them directly.
We may also see referrals come through other channels, such as:
Referral forms
Email
Fax
Phone calls
Matching calls
Live chat
Other Client Care channels
4. What This Means for Client Care
Naseeha clients would be treated as a standard match, the same way we currently process self-pay and insurance clients in Canada.
This means:
No special program approval is required
No financial assistance workflow is required
No separate onboarding process is required
No different clinical matching pathway is required
No additional processing is required beyond our normal Client Care workflow
For insurance clients, we will continue to review policy coverage and match based on therapist fit, professional titles, and other standard considerations.
For self-pay clients, the normal self-pay matching and onboarding process applies.
5. Important Client Care Note: Source Tracking in Intercom
The one important operational note is around source tracking.
As part of this partnership, we will be reporting to Naseeha on how many clients come through their channel. Ruh will also be supporting Naseeha through a $20 donation for every referred paid therapy client who completes at least one paid therapy session.
For clients who come through the Naseeha website or through their unique matching link (ruhcare.com/match/naseeha), they should be automatically linked with Naseeha as the referral source.
For clients who come through a non-link or unstructured referral source (eg: patient referral form, email, fax, phone call, matching call, live chat, other Client Care channels), Client Care will need to manually tag the source in Intercom.
A new Intercom conversation attribute has been added called Source.
If a client comes through any non-link channel and you know they were referred by Naseeha, please select: Source: Naseeha Mental Health
This will help us make sure we are capturing Naseeha referrals accurately, reporting properly, and honouring the donation commitment tied to this partnership insha'Allah.
6. Clinical Considerations
I also asked Naseeha’s clinical/program lead whether we should expect higher-acuity cases through this pathway, especially given the nature of their helpline work.
Their response was fairly reassuring alhamdulillah. They mentioned that self-pay and insurance therapy referrals are generally not expected to be higher acuity. These are expected to be broad, community-based therapy needs similar to what we already see through Ruh.
Higher-acuity concerns mostly remain within the helpline context. They mentioned that for therapy referrals coming to Ruh, the expectation is that these will be fairly standard community concerns and should not require a different clinical or operational pathway at this time.
7. Reporting and Privacy
Ruh will provide Naseeha with monthly reporting on referred clients, including:
Number of clients referred
Number of clients who complete at least one paid therapy session
Corresponding donation amounts connected to qualifying clients
Naseeha will not have access to clients’ health or therapy records. Reporting will only include aggregate or de-identified information needed to administer the partnership.
8. What the Team Needs to Do
For most of the team, there is no action required right now beyond being aware that the partnership is live.
For Client Care, the only new action is: If a client is referred by Naseeha through a non-link source, select “Naseeha Mental Health” in the new Source Intercom conversation attribute.
Everything else would follow our normal standard match process.
9. Point of Contact
Omar Khan ([email protected]) will be the main point of contact for this partnership. If any questions come up, please reach out to him directly insha'Allah and he’d be happy to support.
Jazak Allah Khair for continuing to support these pathways with care, professionalism, and excellence. This is another meaningful step in making Islamically aligned and culturally responsive therapy more accessible to our community!