Belief Coding: The Complete Guide to Jessica Cunningham’s Subconscious Method, Costs, Evidence and Safety

Belief Coding is a trademarked, one-to-one method created by Jessica Cunningham and taught through paid facilitator training. In a session of one to two hours, a facilitator uses breathwork, body-based questions and guided memory work to find and “recode” subconscious beliefs. Published evidence so far is limited to small studies without proper controls.

Mind and emotions · Helps with: limiting beliefs, anxiety and stress, low self-worth, old emotional patterns, feeling stuck

Last updated: 23 October 2026

Reading time: about 30 minutes

How we wrote this guide
Belief Coding is a commercial method sold through training, so we have separated what its founder and facilitators say from what independent sources show. For the method we used the official website, the founder’s papers and interviews, and facilitators’ own pages in several countries. To verify the founder and company we used the BBC and the UK Companies House register. For evidence we read all four papers the company cites, plus the UK Advertising Standards Authority (ASA) ruling on its advertising. For regulation we used official sources in the UK, US, Canada, Australia, Germany and India. We checked every link in October 2026. This guide is general information, not medical advice.

⚠️ Before you start: who should be careful

• Belief Coding is not a treatment for a mental or physical illness. Keep taking your medicines and keep seeing your doctor or therapist. Don’t use it instead of care for depression, PTSD, an eating disorder, addiction, infertility or pain that hasn’t been diagnosed. The official site says it “does not replace medical or psychological care” (Belief Coding, n.d.-a).
• Don’t stop prescribed medication because of anything a facilitator says. Talk to the doctor who prescribed it.
• Sessions can stir up strong feelings and old memories. If you have a history of trauma, a psychotic illness, or severe depression or anxiety, work with a licensed clinician rather than an unregulated facilitator.
• Anyone can use the title “facilitator”. In most countries there is no legal regulation of this work, and the training is run by the company that owns the method.
• If you are in crisis, call or text 988 in the US or Canada (988 Lifeline, n.d.), or call Samaritans free on 116 123 in the UK and Ireland (Samaritans, n.d.). In an emergency call your local number: 911 in the US and Canada, 999 in the UK, 000 in Australia, 112 in the EU and India. To find a helpline in another country, use Find a Helpline.

Quick answer: what is Belief Coding and does it work?

• It’s a paid, one-to-one session method. A trained “facilitator” guides you through eight phases, including breathing, finding a belief through body responses, tracing it to an early memory, and “sealing in” a new belief (Satani & Barodia, 2025).
• It was created by Jessica Cunningham, a British entrepreneur who appeared on BBC’s The Apprentice in 2016. Her company says it has trained over 2,300 facilitators in nine countries, a figure we couldn’t verify (Belief Coding, n.d.-a).
• The evidence is thin. Four papers exist. None is a randomised controlled trial, and none is independent: the authors are the founder, her staff or the neuroscientist who oversees the company’s science. The authors of the biggest paper call for randomised trials (Satani & Barodia, 2025).
• The UK advertising regulator has ruled against its marketing. In 2025 the ASA found that ads implying Belief Coding “works for everything” were misleading and discouraged essential treatment (ASA, 2025).
• It’s expensive. Posted prices we found ran from about US160toUS445 per session, and up to about US$1,900 for six. We found none from the US, Canada, Australia or India.

Contents

1. What is Belief Coding?
   • Belief Coding is not the Belief Code
2. Who created Belief Coding?
3. How a session works
4. The ideas behind it
5. What it claims to help with
6. Does it work? The honest evidence
7. Is Belief Coding safe?
8. What it costs around the world
9. Finding a facilitator and checking credentials
10. Training to become a facilitator
11. How it compares with other approaches
12. Books
13. Watch, listen and follow
14. Frequently asked questions
15. Key takeaways
16. Sources

What Is Belief Coding?

Belief Coding is a method for working with what its founder calls subconscious beliefs: automatic, emotionally charged ideas such as “I’m not safe” or “I’m not enough” that are said to drive anxiety, self-sabotage and old emotional patterns. The official website calls it “a subconscious and somatic method, founded by Jessica Cunningham and taught by certified facilitators around the world” (Belief Coding, n.d.-a). “Somatic” means body-based: the method uses physical sensations and responses as a guide.

A session is one to one, with a trained facilitator, in person or online by video. In the published studies it ran for 60 to 90 minutes (Satani & Barodia, 2025), and facilitators’ own pages describe sessions of 90 minutes to two hours or more. The official site says clients “stay awake and in charge the whole way through” and that the method “is not hypnosis, it is not talking therapy” (Belief Coding, n.d.-a).

The company describes it as “a blend of neuroscience and energy psychology”. In practice, it combines several existing ideas. One facilitator’s page lists its ingredients as psychology, NLP, CBT, EFT, meditation, Matrix Reimprinting, “Emotion Coding”, kinesiology and energy healing (Angelic Embrace, n.d.). The company marks the name with ® (registered trademark), though we couldn’t confirm the registration on a public register.

Belief Coding is not the Belief Code

The Belief Code is a different method: the third level of the Emotion Code family developed by chiropractor Dr Bradley Nelson and taught by Discover Healing, whose practitioners must first be certified in the Emotion Code and the Body Code (Discover Healing, n.d.). It uses muscle testing to find “trapped emotions” and beliefs, and it has no connection to Jessica Cunningham’s Belief Coding.

If you search for Belief Coding in the US, Canada or Australia, many results are Belief Code practitioners. One Sydney practice, for instance, describes the Belief Code as developed by Dr Bradley Nelson (Keep Positive Healing, n.d.). Their prices belong to a different service, so we left them out of the cost section. Always ask which method a practitioner uses.

We cover that family in our guide to the Emotion Code.

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Who Created Belief Coding?

Jessica Cunningham is the founder and chief executive. We checked her background against primary sources:

• BBC. The BBC’s candidate profile confirms she appeared in Series 12 of The Apprentice (2016), describing her as an online fashion entrepreneur and operations director in a PR and marketing agency (BBC, n.d.).
• Her own account. In a magazine profile, she says she explored NLP, EFT and reiki after personal difficulties, then “started to put together my own way of working using everything I knew” (Elevate, n.d.). The method is a synthesis of existing techniques, not a laboratory discovery.
• UK company records. Companies House shows that Belief Coding Cognitive Rewiring is run through BCCR Limited, incorporated on 1 October 2024 with Cunningham as its director (Companies House, n.d.-a). An earlier company, B Coding Limited, was incorporated in February 2023 and dissolved in March 2025 (Companies House, n.d.-b).

So the method is young: it dates from around 2021 to 2023, and the current company is under two years old. The company says it has “over 2,300 certified facilitators” working in the UK, Ireland, Australia, the US, Canada, South Africa, New Zealand, the United Arab Emirates and Spain (Belief Coding, n.d.-a). We couldn’t verify the number or the country list.

We found no clinical qualification listed for Cunningham. The company says its science is overseen by Dr Abhijeet Satani, a neuroscientist at the Satani Research Centre in Ahmedabad, India, who co-wrote the first EEG paper with her (ASA, 2025). This is a commercial method run by a business founder, not a therapy developed in a university or health service, which affects how much weight to put on the company’s own claims.

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How a Session Works

The most detailed description of a session is in the 2025 Cureus paper, whose authors ran 75 sessions. The structure below is the one the company’s research describes (Satani & Barodia, 2025). This describes what you’d experience, not a do-it-yourself method: the steps involve deep emotional memory work.

Before the session. You fill in a worksheet on your current emotions, body sensations and what you want to change. The facilitator asks about your life history and warns you that emotional material may surface. Many facilitators offer a free discovery call first.

The session itself has eight phases:

1. Whole Brain State. Breathwork, guided imagery and bilateral stimulation (alternating left-right input, such as tapping) are used to put you in a relaxed, focused state. The founder’s term for it is the “Whole Brain State”.
2. Symptom identification and body location. You name the distressing feeling, such as panic in crowds or persistent sadness, and notice where you feel it in your body.
3. Human Compass. The facilitator reads out statements such as “I am safe” or “I deserve happiness” and checks for a “subconscious response” through directional body cues. Resistance is mapped to identify the belief. The papers don’t say exactly what the cue is.
4. Emotional Threading. You trace the belief back to its origin, usually an early childhood memory or a significant event.
5. Memory activation and inner dialogue. You revisit the memory and talk with your younger self, sometimes called “little me”, through emotional release, re-parenting or re-telling the event.
6. Memory reconsolidation and reframe. New beliefs such as “I am enough” or “I was never to blame” are introduced with affirmations and evidence from later life.
7. Sealing and anchoring. The new belief is fixed with an image, spoken affirmations and a physical anchor such as a hand over the heart or tapping.
8. Integration and grounding. Calming breathwork brings you out of the state, and grounding questions steady you before the session ends.

After the session. Facilitators usually add check-ins. Simply Happy in Ireland, for example, includes next-day, one-week and one-month check-ins in its session price (Simply Happy, n.d.).

▶ Belief Coding CEO and Founder, Jess Cunningham, shares why she created Belief Coding – Belief Coding The Evolution of Human Potential. The founder explains her motivation on the company’s official channel. It is promotional, not independent.

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The Ideas Behind It

Belief Coding’s papers rest on four ideas. Each is real in some form, but the method’s use of them hasn’t been tested independently.

1. Subconscious beliefs. The central idea is that deep beliefs formed in childhood operate outside awareness and shape adult emotions and behaviour. Psychology has related concepts, such as schemas, implicit memory and attachment patterns, and cognitive therapies work with core beliefs. A popular claim is that beliefs are “locked in” by about age seven. We could not find research showing a fixed deadline like that.

2. Memory reconsolidation. This is the main mechanism claimed. In animal studies, reactivating a memory can make it temporarily changeable, so it must be “restabilised”, which may allow updating. Researchers have tried to find the same effect in people. A major review concluded that there are many observations consistent with reconsolidation, but also inconsistent findings, and that “reconsolidation remains a viable but hotly contested explanation” (Elsey et al., 2018). Some psychotherapists argue that it helps explain how therapy changes emotional learning (Lane et al., 2015; Ecker et al., 2012). But saying a method “uses reconsolidation” is not evidence that it works. No study has shown that a Belief Coding session reconsolidates a memory.

3. Whole Brain State and the “Human Compass”. These are the founder’s own terms. The papers describe the first as harmonising the “emotional” right and “logical” left hemispheres, a popular simplification of how the brain works. We found no published test of whether the Human Compass can reliably detect a belief. A body response to a statement could reflect many things, including the facilitator’s expectations.

4. Emotional Threading and re-scripting. Going back to childhood memories and speaking to your younger self resembles techniques in several established therapies, such as inner-child work and imagery rescripting. Our guide to inner child healing covers that approach. The sealing step resembles NLP anchoring, which has weak research support.

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What It Claims to Help With

Belief Coding is marketed mainly for self-development: limiting beliefs, low confidence, self-sabotage, money blocks and stress. Facilitators also describe it as helping with anxiety, depression, trauma, phobias and chronic pain, and the company’s studies targeted anxiety, depression, panic disorder and menopausal symptoms.

The regulator’s findings matter here. A 2025 ruling covered Facebook posts that said Belief Coding “works for everything… anxiety, phobias, self-sabotage, low self worth”, and testimonials that mentioned suicidal thoughts, substance misuse, infertility, quitting smoking, back pain and fibromyalgia. The ASA concluded that the company hadn’t supplied adequate evidence for its claims about anxiety, addiction, pain and the other conditions, and that the ads discouraged essential treatment (ASA, 2025). The posts also claimed that “83% of people with depression” improved “compared to just 31%” with CBT. The company told the ASA that this figure “did not come from published research” and had been wrongly attributed by an AI tool used to summarise a paper.

Belief Coding may be a meaningful experience, and a way to reflect on your beliefs with a supportive guide. It hasn’t been shown to treat any condition.

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Does It Work? The Honest Evidence

Short version: there is no good evidence yet that Belief Coding works, and none that it works better than established therapies. The company’s website lists “four peer-reviewed papers” and adds that “they are early-stage studies with small numbers” (Belief Coding, n.d.-a). We read all four in full.

The four papers

Sources: the papers themselves (Cunningham, 2025; Satani & Cunningham, 2025; Satani & Barodia, 2025; Barwick et al., 2026) and ASA, 2025.

Why “no control group” matters

The two most clinical papers are single-arm studies: everyone received Belief Coding, and nobody received anything else to compare it with. That design can’t show that the therapy caused the improvement, for three reasons:

• Regression to the mean. People tend to seek help when they feel at their worst. Scores on almost any symptom scale drift back toward average over the following weeks even without treatment (Barnett et al., 2005).
• Expectation and attention. A long one-to-one session with a warm, confident practitioner produces improvement in many people whatever method is used.
• Self-reported outcomes. The scales measured how people felt, and they knew they were being treated.

The authors of the biggest paper accept the limitation: “the absence of a randomised controlled design limits conclusions about causality” (Satani & Barodia, 2025). Yet the same paper concludes that Belief Coding “demonstrates robust clinical efficacy”, which its design cannot support.

Problems we noticed

• The “full remission” figure. The abstract says 69.3% of participants achieved “full remission”. A figure caption in the same paper defines that group as people with at least 50% improvement. That isn’t remission, which means symptoms have mostly gone.
• EEG isn’t proof of benefit. Brain-wave changes during a relaxing, emotional session are expected, and the papers don’t show they predict lasting improvement.
• Conflicts of interest. The Cureus menopause study’s authors list the company as their department, and the paper says the study ran under the company’s supervision and that it acted as “legal sponsor and data controller”. The authors nonetheless declare no relationships that could influence the work. The founder co-wrote the AJPR paper.
• Ethics dates. The EEG paper cites an ethics approval reference that appears to date from April 2022, issued by the researchers’ own centre’s committee, although participants were recruited from March 2024.
• “Double blind peer reviewed”. The company’s site applies this label to both Cureus papers. Cureus says that its process is single-blind: reviewers know who the authors are (Cureus, n.d.). Peer review checks whether a study is reported properly, not whether a therapy works.
• Small discrepancies. The paper says the control group had 8 women; the regulator’s ruling says six. Dates also differ between the company’s site and journal records, which shows why it pays to read the originals.

What the regulator concluded

The ASA looked at the AJPR paper and the overview paper when the company defended its claims. It said the overview “did not represent evidence” because it cited no trials, and that the EEG study measured temporary brain changes, did not report long-term outcomes, and had a very small control group (ASA, 2025). It ruled that the company had not substantiated its claims. The ruling is under UK advertising law, but its reasoning about evidence applies anywhere.

What research on related methods shows

Belief Coding borrows from other approaches. Their evidence is context, not evidence for Belief Coding itself.

• EFT (tapping). A review of 56 randomised trials found benefits for anxiety, depression, phobias and PTSD (Church et al., 2022). That is the kind of evidence Belief Coding lacks, though the quality of EFT research is debated.
• NLP. A systematic review of 10 experimental studies concluded “there is little evidence that NLP interventions improve health-related outcomes” (Sturt et al., 2012).
• Memory reconsolidation. Promising but contested in humans, as covered above (Elsey et al., 2018).

The bottom line

A fair reading is that Belief Coding is unproven, not disproven. The pilot studies are consistent with it helping some people, but they can’t distinguish a specific effect from the effects of time, attention and expectation. If you try it, treat it as personal development, not treatment.

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Is Belief Coding Safe?

Most people who try a session probably come away fine, but some features call for care. Research shows that talking therapies can cause harm in some people, including worsening symptoms, and that this is under-reported (Berk & Parker, 2009; Lilienfeld, 2007). Specific concerns here:

• Distress during the session. Phases four and five deliberately take you into painful memories, with “catharsis” described as part of the process (Satani & Barodia, 2025). Intense emotion can be overwhelming, especially after trauma. A trained therapist learns to pace this work; an unregulated facilitator with a short course may not.
• Who the researchers excluded. The EEG study excluded people with active psychosis, severe personality disorders, current substance dependence, seizure disorders or pregnancy. A commercial facilitator may not screen for these. Ask.
• Suggestion and false memories. Guided imagery of “early memories” can produce vivid images that feel real but aren’t accurate. Experiments show that ordinary adults can be led to “remember” events that never happened (Loftus & Pickrell, 1995). Treat what surfaces as an experience, not necessarily a record of the past.
• Discouraging medical care. This is what the ASA found. Its ruling said the ads implied that Belief Coding could address depression, suicidal feelings, addiction and infertility (ASA, 2025). The company’s weight-loss programme page compares its cost with weight-loss injections and says “the aim is that you never need the jabs at all” (Belief Coding, n.d.-c). Never stop or change prescribed medication without your prescriber.
• Pressure to buy. Facilitators may sell session blocks and the company sells training, so the person guiding you has a financial interest in more sessions.

Who should see a licensed clinician first: anyone with a diagnosis of depression, anxiety, PTSD, bipolar disorder, psychosis, an eating disorder or addiction; anyone who has thoughts of self-harm; and anyone who is pregnant or has epilepsy. You can still try a complementary approach, but tell your clinician, and don’t let it replace their care.

When to stop: if you feel pushed to buy more sessions, to stop medication or to blame a relative for what surfaced, if the facilitator makes guarantees, or if you feel worse for more than a few days. If you feel hopeless or unsafe, seek help straight away using the numbers at the top of this guide.

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What It Costs Around the World

Belief Coding is priced by each facilitator, so costs vary widely. We found published prices only from facilitators in the UK and Ireland. We found no verified Belief Coding prices from the US, Canada, Australia or India: most price pages there turned out to be for the Belief Code, a different method, which would give a misleading picture.

The table shows examples from facilitators’ own pages in October 2026. They are not recommendations, and prices change. We converted using the European Central Bank reference rates for 23 October 2026 (£1 = US1.3368, €1 = US1.1193) (Frankfurter, 2026), and rounded.

Sources: Holly, n.d.; Kent Belief Coding, n.d.; Patiniotis, n.d.; Simply Happy, n.d..

What this adds up to:

• Per session: roughly US160toUS445, which works out at about US100toUS220 an hour.
• Packages: three sessions about US430toUS740, six sessions about US1, 440toUS1,930.
• Often included: a free discovery call and follow-up check-ins. Ask what’s included.
• Holly’s own page says session prices generally start at around £100 and go up to £250 or more, depending on the facilitator.

If you’re outside the UK and Ireland. Facilitators in the US, Canada, Australia, India and elsewhere set their own prices, and the company lists those countries among its facilitator locations. As a reference point, a £195 session is about US260, €233, C365, A$371 or ₹24,750 at the same rates. Ask for the price in your own currency and compare it with the alternatives below. Check whether sales tax or VAT is added.

Compare with the alternatives. Evidence-based therapy is often free or subsidised. In England you can self-refer to NHS Talking Therapies for anxiety and depression (NHS, n.d.-a). In Germany, statutory insurance covers psychotherapy from licensed providers (InformedHealth.org, n.d.). In the US and elsewhere, insurance, employee assistance programmes and sliding-scale clinics can lower the cost.

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Finding a Facilitator and Checking Credentials

There’s no single official directory you can rely on. The “Find a facilitator” link on the official site pointed to a page that said it was coming soon when we looked, so most people find facilitators through their own websites and social media. Facilitators are trained by the company, so a “Belief Coding certified” badge tells you they completed that training. It doesn’t tell you they hold a professional licence.

Some facilitators also cite accreditation from a CPD certification body. That relates to the training course, and as far as we can tell it isn’t a licence or evidence that the method works (Angelic Embrace, n.d.).

What regulation looks like in different places

Rules differ sharply between countries, and Belief Coding facilitators usually work outside them unless they hold a separate licence.

Elsewhere, search for your country’s health or psychology regulator and check which titles the law protects.

Questions to ask a facilitator

1. Which method do you use: Belief Coding, or the Belief Code?
2. Who certified you, and when? Do you hold any separate licence or registration where I live?
3. Do you carry professional insurance, and which complaints process applies?
4. How do you screen for trauma, psychosis, suicidal thoughts or medication issues? What do you do if I become distressed?
5. What exactly is included in the price, and what is your refund policy?
6. How many sessions do you expect I’ll need? (Be wary of confident promises.)
7. Will you work with my doctor or therapist if I ask?

Red flags

• Promises of a cure, guaranteed results, or results in a single session.
• Suggestions to stop medication or avoid your doctor.
• Pressure to book a block of sessions or sign up for training during the first session.
• Statements that the method is “clinically proven” without a link to the studies. Now you know what the studies are.

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Training to Become a Facilitator

The company runs a staged training route: facilitator, advanced and masters courses, plus a “Practitioner to Powerhouse” package with business coaching (Belief Coding, n.d.-a). A shop page we saw listed the facilitator accreditation at £2,497 (about US3, 340, A4,750 or C$4,670), described as a path to “complete financial and lifestyle freedom” (Belief Coding, n.d.-b). The pricing may have changed since.

If you are thinking of training, do your sums. At £195 a session, you’d need about 13 paid sessions to cover £2,497, before tax, insurance and marketing. Ask for typical facilitator incomes, the refund terms, whether the certificate allows you to work legally with clients where you live, and what insurance you need. A licensed qualification is the only route to a regulated title in most countries.

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How It Compares With Other Approaches

For belief change with good evidence behind it, cognitive therapies are the best-studied route, and a good therapist will work on the same kinds of core beliefs. Belief Coding’s selling points are speed and the experience of the session, and its claims of speed and permanence are what lack independent proof.

To compare styles, see our profiles of Richard Bandler, co-creator of NLP, and Marisa Peer, whose Rapid Transformational Therapy also works with early beliefs.

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Books

We checked all of these titles on Open Library. There is no book on Belief Coding that we could find, so everything the company teaches is in its own courses and papers.

On beliefs, memory and change

• Unlocking the Emotional Brain by Bruce Ecker, Robin Ticic and Laurel Hulley (Routledge, 2012). A therapist’s account of memory reconsolidation and how emotional learning can change (Ecker et al., 2012).
• Mind Over Mood by Dennis Greenberger and Christine Padesky (Guilford Press, 2nd edition, 2015). A CBT workbook for tracking and testing your own beliefs (Greenberger & Padesky, 2015).
• Feeling Good by David D. Burns (1980). A popular CBT self-help book on changing negative thinking (Burns, 1980).

For the caution

• The Myth of Repressed Memory by Elizabeth Loftus and Katherine Ketcham (1994). On how memories can be shaped and distorted (Loftus & Ketcham, 1994).

On a technique Belief Coding borrows from

• Matrix Reimprinting Using EFT by Karl Dawson (2010). The method that one facilitator lists among Belief Coding’s ingredients (Dawson, 2010).

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Watch, Listen and Follow

We checked every link in October 2026. Almost everything below comes from the founder or facilitators and is promotional. We found no independent video or podcast evaluating the method.

Videos

• Belief Coding CEO and Founder, Jess Cunningham, shares why she created Belief Coding – Belief Coding official channel.
• Jessica Cunningham: The Apprentice 2016, Belief Coding + more – If Only They Knew. An interview about her career and the method.
• Unlocking Belief: The Power of Belief Coding with Jessica Cunningham – Parker McCumber.
• Jess Cunningham Founder of Belief Coding Interviews Gary Craig, founder of EFT – Jess Cunningham. A conversation with the creator of EFT, one of the techniques Belief Coding draws on.
• What is Belief Coding – My Belief Coding Journey. A facilitator-led channel.

Podcasts and interviews

• Subconscious Resistance: Inside the Belief Coding Process with Jessica Cunningham – The Russell Brunson Show, #Success episode 31 (22 September 2025). A marketing-focused interview.
• The Power of Belief: Jessica Cunningham on How Subconscious Shapes Your Life – The Elle Sera Podcast.
• Unlocking the Power of Subconscious Mind with Jessica Cunningham – The Elle Sera Podcast (video version).
• The Millionaire Method Podcast – hosted by Cunningham, applying belief work to business and money goals.

Accounts to Follow

• Belief Coding official: Instagram · YouTube · LinkedIn · Facebook community
• Jessica Cunningham: Facebook · YouTube
• My Belief Coding Journey (facilitator channel): YouTube

For balance, read the papers and the ASA ruling listed in the sources.

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Frequently Asked Questions About Belief Coding

What is Belief Coding in simple terms?

It’s a paid, one-to-one session method created by Jessica Cunningham. A facilitator guides you through breathing, body-based questions and memory work to find a belief they think is holding you back, then helps you replace it with a new one. It’s marketed for confidence, anxiety and self-sabotage.

Who created Belief Coding?

Jessica Cunningham, a British entrepreneur who appeared on BBC’s The Apprentice in 2016. She built the method from techniques she’d learned, including NLP, EFT and reiki. The current company, BCCR Limited, was incorporated in the UK in October 2024.

Is Belief Coding the same as the Belief Code?

No. The Belief Code is a separate muscle-testing method from Discover Healing and Dr Bradley Nelson. Search results often mix the two up, particularly in the US, Canada and Australia, so ask any practitioner which one they offer.

Does Belief Coding work?

No one knows yet. The four papers the company cites are small and none is a randomised trial, so they can’t show that Belief Coding caused any improvement. Some people report feeling better, which is real, but it can also reflect time, attention and expectation.

Is Belief Coding evidence-based?

Not in the usual sense. It uses ideas such as memory reconsolidation that researchers are studying, but no independent study has tested the method itself. In 2025 the UK advertising regulator ruled that the company hadn’t substantiated claims about treating conditions such as anxiety and addiction.

How much does Belief Coding cost?

The published prices we found were about US160toUS445 for a single session, and US1, 440toUS1,930 for a six-session block, mostly in pounds or euros. We found no verified prices from the US, Canada, Australia or India. See the cost section for the table and conversions.

Is Belief Coding safe?

For many people it is probably fine, but it can stir up painful memories, and an unregulated facilitator may not be trained to handle that. People with trauma, psychosis, severe depression, addiction or a risk of self-harm should work with a licensed clinician first. Never stop prescribed medication on a facilitator’s advice.

Is Belief Coding hypnosis?

The company says it isn’t, and you stay awake and aware. The first phase does use breathwork, guided imagery and bilateral stimulation to induce a relaxed, focused state, so it can feel similar to guided relaxation.

Do I need a licence to be a facilitator?

No. In most places the title isn’t regulated, and the company trains and certifies its own facilitators. Whether someone may treat mental health conditions depends on local law, so ask about their separate qualifications.

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Key Takeaways

• Belief Coding is a commercial method created by Jessica Cunningham and delivered in one-to-one sessions of about 90 minutes to two hours, following eight phases from breathwork to sealing in a new belief.
• It is not the Belief Code. That is a separate muscle-testing method from Discover Healing.
• The evidence is thin. Four company-linked papers, none a randomised trial and none independent. The authors themselves call for controlled trials.
• The UK advertising regulator upheld complaints in 2025 about unsubstantiated claims and about discouraging essential treatment.
• It can be costly: roughly US160toUS445 a session, and US1, 440toUS1,930 for six, where we could find prices. We found none verified in the US, Canada, Australia or India.
• It isn’t a regulated therapy. For a diagnosed condition, see a licensed clinician and check local registers. Never stop medication on a facilitator’s advice.
• Ask before you book: which method, who certified you, how you screen for risk, and the refund policy.

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Explore More on Self Help Supermarket

• The Emotion Code
• EFT tapping: the complete guide
• Neuro-Linguistic Programming (NLP)
• Inner child healing
• Havening
• Thought Field Therapy
• Richard Bandler
• Marisa Peer
• Depression: WHO fact sheet (external)
• Mental health: WHO fact sheet (external)
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Sources

1. 988 Suicide & Crisis Lifeline. (n.d.). 988 Suicide & Crisis Lifeline. https://988lifeline.org/
2. Advertising Standards Authority. (2025). ASA ruling on BCCR Ltd, A25-1297374. https://www.asa.org.uk/rulings/bccr-ltd-a25-1297374-bccr-ltd.html
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