Source: Fortune
Summary
A growing number of Americans, particularly women aged 18 to 49, seek spiritual guidance through astrology, tarot, and other psychic services, despite free alternatives. The U.S. psychic-services industry generated $2.3 billion in revenue in 2025, according to IBISWorld. A bride’s wedding, where an Etsy witch was hired for clear skies, inspired Brooke Bekoff to launch Divina, a marketplace for spiritual practitioners. The platform allows users to book tarot readings, spell work, and other services, with practitioners setting their own rates. Etsy’s policy prohibits spellcasting, pushing some practitioners to platforms like Divina. Customers often seek guidance on relationships, careers, and personal challenges, valuing interpretation over prediction.
Our Reading
The numbers tell one story.
Psychic services are growing, with $2.3 billion in revenue in 2025.
Consumers pay for interpretation, not just information.
Divina is building a marketplace for spiritual services, inspired by a wedding.
People seek control, not certainty, in uncertain times.
Author: Evan Null
Paying for interpretation, not information
Part of the culture around spiritual services involves online pitches that promise personal guidance. Tarot readers and astrologers offer insights tailored to individual concerns, such as breakups or career decisions. These messages often feel specific, but they are not random. Algorithms serve content based on user behavior, creating a cycle of engagement. The appeal has even become a joke on social media, with users comparing tarot readings to therapy. The difference between free content and paid services lies in the specificity of the interpretation.
Consumers don’t necessarily believe in the magic, but they value the feeling of being heard. Research shows that the value comes from receiving a coherent narrative, not necessarily from accurate predictions. People may not believe in the outcomes, but they find comfort in the process. This dynamic is not about eliminating uncertainty, but managing it. The same logic applies to feng shui objects or other mystical practices that offer a sense of control.
The market is fragmented, with no single dominant player. This creates opportunities for entrepreneurs like Bekoff, who saw a cultural shift and acted on it. Her platform, Divina, allows practitioners to offer services like tarot readings and spell work, with a 10% fee. The model is similar to TaskRabbit, where users set their own rates. Demand is growing, but it’s still small compared to the broader market. Customers often seek guidance on relationships, careers, and personal challenges, showing a need for emotional and psychological support.
Etsy’s policy against spellcasting has pushed some practitioners to alternative platforms. While Etsy allows tarot readings if they result in a tangible product, it prohibits services that promise outcomes like love or wealth. This has led to a shift in how spiritual services are marketed and sold. Divina offers a space where practitioners can operate without such restrictions, attracting a growing number of users. The platform’s success shows that there is a demand for spiritual services, even in a digital age where free alternatives are abundant.
The rise of spiritual services reflects a broader cultural trend. Many young people are not turning away from religion but are combining it with other practices like manifestation and tarot. This “Faith Stack” approach allows individuals to create their own spiritual paths. The desire for control and agency is central to this trend, with many seeking ways to feel more in charge of their futures. Whether through a tarot reading or a spiritual practice, people are looking for tools that help them navigate uncertainty.
Building a marketplace for the mystical
Bekoff’s experience at TaskRabbit and Robinhood gave her insight into how to build a platform that connects users with service providers. Divina’s model is based on trust and transparency, with practitioners setting their own rates and customers having 72 hours to report issues. The platform also requires identity verification to ensure authenticity. Customers are reminded that they are not purchasing a guaranteed outcome, but rather a service that offers guidance and interpretation.
The business model is designed to balance risk and reward. By taking a 10% cut of each booking, Divina ensures sustainability while allowing practitioners to set their own prices. The platform’s growth has been organic, with more than 100 practitioners joining in the first month. This suggests that there is a strong demand for spiritual services, even in a digital economy where free alternatives are available. The success of Divina shows that there is a market for personalized spiritual guidance.
The platform’s focus on interpretation over prediction aligns with consumer behavior. People are not looking for certainty but for ways to make sense of their lives. This is particularly true for younger generations, who are more likely to seek spiritual guidance as a form of self-care. The rise of platforms like Divina reflects a shift in how people approach spirituality, with a focus on personal agency and emotional support.
Despite the growth, the market remains fragmented, with no clear leader. This presents both challenges and opportunities for entrepreneurs. The lack of regulation means that platforms like Divina must navigate complex legal and ethical issues. However, it also allows for innovation and experimentation. The success of Divina shows that there is a demand for spiritual services, and that there is room for new players in the market.
The rise of spiritual services is not just a trend but a reflection of broader societal changes. As people face increasing uncertainty, they are turning to spiritual practices for guidance and support. This trend is not limited to any one generation or demographic, but is particularly strong among young adults. The growth of platforms like Divina suggests that there is a future for spiritual services in the digital age.
Selling hope without guaranteeing results
The business of spiritual services is built on the idea of hope and control. Customers are not buying a guaranteed outcome but a structured experience that offers reassurance. This distinction is crucial, as it allows practitioners to operate within legal and ethical boundaries. The focus is not on predicting the future but on helping customers make sense of their current situations.
The emotional and psychological benefits of spiritual services are significant. Many customers find comfort in the process, even if they do not believe in the outcomes. This is particularly true for those who feel powerless in their lives. The act of seeking guidance can provide a sense of agency, even if it is symbolic. This is why spiritual services continue to grow, despite the availability of free alternatives.
The rise of spiritual services also reflects a broader cultural shift. Many young people are not turning away from religion but are combining it with other practices like manifestation and tarot. This “Faith Stack” approach allows individuals to create their own spiritual paths. The desire for control and agency is central to this trend, with many seeking ways to feel more in charge of their futures.
The success of platforms like Divina shows that there is a demand for spiritual services, even in a digital age where free alternatives are abundant. The platform’s focus on interpretation over prediction aligns with consumer behavior, as people are not looking for certainty but for ways to make sense of their lives. This is particularly true for younger generations, who are more likely to seek spiritual guidance as a form of self-care.
The growth of spiritual services is not just a trend but a reflection of broader societal changes. As people face increasing uncertainty, they are turning to spiritual practices for guidance and support. This trend is not limited to any one generation or demographic, but is particularly strong among young adults. The rise of platforms like Divina suggests that there is a future for spiritual services in the digital age.
Religion and spirituality in the digital age
The intersection of religion and spirituality in the digital age is complex. While some young people are turning to spiritual practices, they are not necessarily abandoning traditional religion. Instead, they are blending different approaches to create a personalized spiritual path. This “Faith Stack” allows individuals to combine elements of religion, manifestation, and tarot into a cohesive system of beliefs.
The rise of spiritual services reflects a broader cultural shift. Many young people are not turning away from religion but are combining it with other practices like manifestation and tarot. This “Faith Stack” approach allows individuals to create their own spiritual paths. The desire for control and agency is central to this trend, with many seeking ways to feel more in charge of their futures.
The success of platforms like Divina shows that there is a demand for spiritual services, even in a digital age where free alternatives are abundant. The platform’s focus on interpretation over prediction aligns with consumer behavior, as people are not looking for certainty but for ways to make sense of their lives. This is particularly true for younger generations, who are more likely to seek spiritual guidance as a form of self-care.
The growth of spiritual services is not just a trend but a reflection of broader societal changes. As people face increasing uncertainty, they are turning to spiritual practices for guidance and support. This trend is not limited to any one generation or demographic, but is particularly strong among young adults. The rise of platforms like Divina suggests that there is a future for spiritual services in the digital age.
The intersection of religion and spirituality in the digital age is complex. While some young people are turning to spiritual practices, they are not necessarily abandoning traditional religion. Instead, they are blending different approaches to create a personalized spiritual path. This “Faith Stack” allows individuals to combine elements of religion, manifestation, and tarot into a cohesive system of beliefs.
The future of spiritual services
The future of spiritual services is uncertain but promising. As more people seek guidance in an unpredictable world, the demand for spiritual services is likely to grow. This trend is not limited to any one demographic or age group, but is particularly strong among young adults who are looking for ways to feel more in control of their lives.
The rise of platforms like Divina suggests that there is a market for spiritual services, even in a digital economy where free alternatives are abundant. The focus on interpretation over prediction aligns with consumer behavior, as people are not looking for certainty but for ways to make sense of their lives. This is particularly true for younger generations, who are more likely to seek spiritual guidance as a form of self-care.
The success of spiritual services also reflects a broader cultural shift. Many young people are not turning away from religion but are combining it with other practices like manifestation and tarot. This “Faith Stack” approach allows individuals to create their own spiritual paths. The desire for control and agency is central to this trend, with many seeking ways to feel more in charge of their futures.
The rise of spiritual services is not just a trend but a reflection of broader societal changes. As people face increasing uncertainty, they are turning to spiritual practices for guidance and support. This trend is not limited to any one generation or demographic, but is particularly strong among young adults. The rise of platforms like Divina suggests that there is a future for spiritual services in the digital age.
The intersection of religion and spirituality in the digital age is complex. While some young people are turning to spiritual practices, they are not necessarily abandoning traditional religion. Instead, they are blending different approaches to create a personalized spiritual path. This “Faith Stack” allows individuals to combine elements of religion, manifestation, and tarot into a cohesive system of beliefs.
