1. Introduction
Version followed: Twin Flames Universe (TFU) and its associated Church of Union as described by major news organisations, the Netflix series page and the Michigan Attorney General, 2023 to 2025. The organisation's own website and the founders' book Twin Flames: Finding Your Ultimate Lover are cited only as these sources describe them [uncertain: not verified].
What it is. TFU is a largely online spiritual and coaching business run by Jeff and Shaleia Divine (also reported under the surname Ayan), based in Leelanau County, northern Michigan [source: Michigan AG release, 1 July 2025; NBC News 2025; Netflix Tudum]. It offers to help people find a lifelong romantic partner, a "twin flame", through a "spiritual journey" [source: NBC News 2025]. Products reported by NBC range from a $9.99 Kindle book to an $8,888 "everything package" of videos, guided meditations and lessons; one-to-one coaching was reported from $200 and unlimited video access at $2,222 [source: NBC News 2025; Netflix Tudum, citing Vice]. The founders also run a church, the Church of Union, in which they are styled "Father Christ" and "Mother Christ" [uncertain: secondary, unverified] (Wikipedia; also reported by UNADFI).
Core idea of change, as the group teaches it. Each person has one destined partner, the twin flame. Union comes from doing spiritual work and "healing blocks" in oneself, chiefly through the Mirror Exercise, in which what bothers you about another person is turned back on yourself [source: CTV W5, March 2025; Daily Beast review]. The founders present their own union as proof of the teaching and, over time, claimed that they alone (later also senior members) could confirm or "channel" who a person's twin flame is; members were encouraged to pursue that person "at all costs" [source: Daily Beast review; Netflix Tudum]. The group teaches that every partnership has one 100 per cent masculine and one 100 per cent feminine partner [source: CTV W5].
Evidence status (one line). No empirical test of twin-flame identification or channelled matching exists; the group's reported health claims (curing cancer, treating PTSD through a "Mind Alignment Process") have no supporting evidence [synthesis; claims as reported by UNADFI and Wikipedia: uncertain: secondary, unverified].
Current controversy. Former members allege coercive control, berating, isolation from families, unpaid labour, large spending, and pressure on mostly heterosexual women to adopt a male identity when the group lacked men for its pairings; the founders deny pressuring anyone and say they are victims of "cancel culture" [source: CTV W5; CTV W5 interview page]. Two 2023 documentaries covered these allegations: Netflix's three-part Escaping Twin Flames (dir. Cecilia Peck) and Prime Video's Desperately Seeking Soulmate: Escaping Twin Flames Universe [source: Daily Beast review]. On 1 July 2025 the Michigan Attorney General announced a criminal investigation with the US Department of Labor Office of Inspector General and police; search warrants were executed as part of that investigation. Warrants are an investigative step, not a charge or a finding: no charges or court findings had been announced in the sources, and the release stresses the presumption of innocence [source: Michigan AG release; NBC News 2025; Leelanau Enterprise year review]. Later status [uncertain: not verified].
The psychotherapist's work is not to adjudicate the teaching but to help a client (a current member, a former member, a person pursued as someone's "twin flame", or a worried relative) understand what the involvement means in their life, assess risk (pursuit and stalking, finances, health, gender-identity pressure), and support staying, leaving or reconnecting on the client's own terms [synthesis].
2. Framework
How the organisation is structured, as reported.
- Entry: free YouTube videos and social media, the founders' book, then paid courses (the Twin Flame Ascension course or "school") [source: Netflix Tudum; UNADFI; course name and its 2020 price of $4,444: uncertain: secondary, unverified].
- Deepening: one-to-one and group coaching, workshops, seminars, diet programmes, retreats; members could train and work as coaches [source: Netflix Tudum].
- Authority: leaders confirm or assign twin flames by "channelled" messages presented as coming from God and not to be questioned [source: CTV W5].
- Church layer: the Church of Union, founded around 2017 to 2019 by differing accounts [uncertain: sources conflict].
- Scale: about 2,000 paying members reported by W5 [source: CTV W5].
Phases of the therapist's work [synthesis; no source gives session counts or durations]. Format: individual outpatient therapy, with optional family sessions; online or in person.
- Engagement and mapping. Goal: a trusting, non-shaming alliance and a clear picture of involvement (time, money, coaching, relationships, health, identity). Move on when the client can describe their involvement without feeling judged and risks are named.
- Safety and stabilisation. Goal: address immediate risks: pursuit of a non-consenting person, legal exposure, suicidality, untreated medical illness, debt, housing. Move on when no acute risk is unmanaged.
- Meaning and differentiation. Goal: separate the client's own values, spirituality, longing and identity from the group's demands; differential assessment without pathologising belief. Move on when the client can weigh the group's claims in their own words.
- Decision and transition. Goal: support whatever the client decides (stay with limits, step back, leave), including practical exit planning.
- Recovery and reconnection. Goal: work through self-blame, shame, grief, religious or spiritual trauma, identity questions and family repair. Phases overlap; return to phase 2 whenever risk rises.
3. Guiding principles
- Curious, non-shaming stance. Ask about the teaching with interest; ridicule drives clients back to the group that predicted outsiders would mock them [synthesis].
- Describe, do not adjudicate. The twin flame idea is the client's or the group's belief; neither confirm nor dismiss it. Practical meaning: use "in TFU's teaching..." phrasing [synthesis].
- Allegations stay allegations. Former members' accounts and the criminal investigation are serious but unproven in court in these sources; do not tell a current member their leaders are criminals [source: Michigan AG release; synthesis].
- Never the matchmaker or the channel. The therapist never confirms, reads or assigns a partner, and never offers spiritual readings [synthesis].
- Consent over destiny. Another person's "no" ends pursuit, whatever any teaching says; this is a safety principle, not a debate about belief [synthesis].
- Gender identity is the client's own. Neither push nor block transition; help the client distinguish pressure from authentic identity, and refer to gender-affirming specialist assessment when wanted [synthesis].
- Self-blame is a clinical target, not a virtue. Former members describe the Mirror Exercise as self-recrimination; watch for global, punitive self-blame [source: Daily Beast review; synthesis].
- Autonomy and pacing. The client decides whether to stay or leave; pressure from the therapist repeats the dynamic [synthesis].
- Medical decisions belong to doctors. No illness is presented as caused or cured by spiritual alignment; never advise on medicines [synthesis].
- Protect third parties and the client's legal position. Assess pursuit risk every session while it is live [synthesis].
- Name no one. Do not name other members to the client or in notes beyond clinical need [synthesis].
- Competence and ethics. Use spiritual and religious competencies and your ethics code; consult when out of depth [synthesis].
4. Intervention inventory
The group's own practices (the Mirror Exercise, coaching, channelled matching) are described only in outline, as reporting describes them; the interventions below are the therapist's own work [synthesis unless tagged].
4.1 Non-shaming engagement and meaning exploration
- Purpose / when: first contact with any client involved with TFU or with twin-flame content online; whenever shame or defensiveness rises.
- Steps: (1) Ask what drew them in and what it gave them (hope, community, a story for loneliness or heartbreak). (2) Use their words ("twin flame", "union", "blocks", "Mirror") and check meanings. (3) Reflect the longing underneath before any risk question. (4) State your role: you are not there to judge the teaching or take them out of it. (5) Agree what they want from therapy.
- Example language (illustrative): "What did finding your twin flame mean to you when you first heard about it?" / "I'm not here to tell you what to believe. I'd like to understand what this has been like for you."
- Watch for: testing whether you will mock them; recruitment-style evangelising toward you; working signs: client volunteers doubts or costs unprompted.
4.2 Cultural Formulation Interview (with spirituality module)
- Purpose / when: early assessment, to place the involvement within the client's culture, faith history and identity before any diagnostic judgement.
- Steps: (1) Use the DSM-5-TR Cultural Formulation Interview core questions on the client's definition of the problem, cultural explanations, stressors and supports, and help-seeking. (2) Add the supplementary module on spirituality, religion and moral traditions [uncertain: not verified]. (3) Note how the client's prior faith (e.g. a religious upbringing) shapes the appeal of a church-style group. (4) Record the client's own explanation verbatim in notes.
- Example language (illustrative): "How would you explain what has been happening, in your own words?" / "Does your spiritual life help you with this, or has it made things harder?"
- Watch for: answers that sound scripted (group phrases repeated with little personal content); the difference between personal faith and organisational demands.
4.3 Involvement map: time, money, labour, relationships
- Purpose / when: phase 1; to make costs visible without accusing anyone. Reporting describes products up to $8,888, coaching from $200, and spending of up to tens of thousands of dollars by some members, plus unpaid labour for the business [source: NBC News 2025; Netflix Tudum; CTV W5].
- Steps: (1) Draw a timeline from first contact to now. (2) List purchases, coaching, debts, work given unpaid. (3) Note relationships gained and lost (family, friends, partners). (4) Ask the client to rate each change as helpful, mixed or harmful. (5) Keep the map; revisit later.
- Example language (illustrative): "Let's map what you've put in and what you've got back, so you can see it in one place."
- Watch for: debt, loss of employment, housing tied to the group; shame when totals appear (slow down, normalise). Working: the client begins weighing costs themselves.
4.4 Coercive-control screen
- Purpose / when: phase 1 and whenever the client reports pressure. Former members allege berating, isolation from offline communities, and leaders' channelled pairings that "could not be questioned" [source: CTV W5; Netflix Tudum].
- Steps: (1) Ask open questions about who decides: partners, where to live, contact with family, money, appearance, gender presentation. (2) Ask what happens when a member disagrees. (3) Ask about confession or public correction in coaching [UNADFI describes public confession: uncertain: secondary, unverified]. (4) Ask whether they can leave without losing everything. (5) Summarise patterns back without labels.
- Example language (illustrative): "When you and a coach disagree, what usually happens next?" / "Is there anything you'd like to do that you feel you can't?"
- Watch for: fear of the leaders seeing therapy notes or recordings; reporting back to coaches; sudden ending of therapy after a coaching session.
4.5 Pursuit and stalking risk assessment (client as pursuer)
- Purpose / when: any client pursuing a person identified as their twin flame who has not consented to a relationship. Members were reported to be encouraged to pursue their twin flame "at all costs" [source: Netflix Tudum]; restraining orders and stalking charges against some members are reported only by secondary sources [uncertain: secondary, unverified] (Wikipedia; UNADFI).
- Steps: (1) Ask who the person is to them, whether that person has said no, blocked them, or involved police. (2) Ask about contacts in the last week: messages, visits, gifts, social-media monitoring, contacting the person's partner or family. (3) Ask about plans, including travel or moving near them. (4) Explain plainly the legal and safety consequences (harassment, protection orders). (5) Agree a no-contact plan: delete or mute channels, hand phone access to a trusted person if wanted, plan for urges. (6) If there is a credible threat of harm to an identifiable person, follow your jurisdiction's duty-to-protect law and seek consultation. (7) Review every session while active.
- Example language (illustrative): "Whatever the teaching says about destiny, when someone says no, contact has to stop. That keeps them safe and it keeps you safe too." / "What did you do the last time you wanted to reach them?"
- Watch for: reframing a refusal as the other person's spiritual block or test; escalation after coaching; intrusive monitoring. Working: fewer contacts, the client names the other person's choice.
4.6 Support for a person being pursued
- Purpose / when: a client who is the target of a member's pursuit [synthesis].
- Steps: (1) Validate fear; do not minimise. (2) Encourage documentation (dates, messages). (3) Signpost to police, legal advice on protection orders and stalking services. (4) Safety plan for home, work and online. (5) Address guilt the pursuer may induce with spiritual language.
- Example language (illustrative): "You don't owe anyone a relationship because of what they believe about you."
- Watch for: escalation after a refusal; the pursuer's arrival in person.
4.7 Working with self-blame (after the Mirror Exercise)
- Purpose / when: clients who habitually turn every grievance into their own fault. Reviews of the Netflix series describe the Mirror Exercise as a self-recrimination technique central to the programme [source: Daily Beast review]; a sociologist is reported to have said it tears apart the self [uncertain: secondary, unverified] (Wikipedia, citing Janja Lalich). Do not teach or rehearse the exercise.
- Steps: (1) Ask the client to describe, in their own words, how they used it and how they felt afterwards. (2) Identify a recent example. (3) Separate the event into what others did, what the client did, and what neither controlled (responsibility pie or similar cognitive method). (4) Introduce self-compassion language and test it against the old rule. (5) Notice when the reflex fires in daily life.
- Example language (illustrative): "It sounds as if any hurt became proof that something was wrong with you. Can we look at who did what in that situation?"
- Watch for: depressive collapse, suicidal thinking (assess risk with standard practice), self-blame for illness. Working: the client can hold others accountable without guilt flooding.
4.8 Gender-identity pressure: affirming, non-directive exploration
- Purpose / when: clients told that they are a "divine masculine" or "divine feminine" partner and asked to change name, clothing, hair or body. Former members told W5 that about 22 mostly heterosexual women were paired as masculine partners, and W5 reported that 18 members had transitioned, almost all female to male; W5 reported the transitions as members' own choice, and the founders deny any pressure [source: CTV W5].
- Steps: (1) Do not assume either that any transition was coerced or that it was authentic: ask. (2) Explore the client's sense of gender before joining, during, and now, and when changes happened relative to a pairing. (3) Ask what would have happened if they had refused. (4) Validate distress, including panic or grief over body or name changes. (5) If the client wants to continue, pause or reverse any medical step, refer to a gender-affirming specialist service for assessment; medical decisions stay with prescribers. (6) Reject any "conversion" aim in either direction.
- Example language (illustrative): "Your gender is yours to explore. I won't push you towards or away from anything. What feels true when you think about it away from the group?"
- Watch for: panic attacks, dissociation, shame, family conflict, isolation in a new identity. Working: the client speaks about identity in first-person terms rather than group terms.
4.9 Differential assessment without pathologising belief
- Purpose / when: whenever beliefs about a destined partner are fixed, distressing or driving risky action.
- Steps: (1) Remember that a shared group belief is not by itself a delusion. (2) Screen for erotomanic delusion (fixed conviction that a specific person loves them despite clear evidence), mania or hypomania (reduced sleep, grandiosity, spending), psychosis (hallucinations beyond the group's channelling idiom), obsessive relationship preoccupation, and complicated grief after a break-up. (3) Ask about history before joining. (4) Gather collateral with consent. (5) Refer for psychiatric assessment when a disorder is likely.
- Example language (illustrative): "Some people in the group believe this too. I'd like to understand how certain you feel, and what would change your mind."
- Watch for: belief immune to the other person's explicit refusal plus escalating action (urgent); sleep loss and spending surges.
4.10 Health claims and medical routing
- Purpose / when: the client links an illness to "blocks" or rejected feminine energy, or uses group programmes in place of care. A former member told W5 that leaders said rejecting her feminine energy caused her cancer [source: CTV W5]; claims to cure cancer and treat PTSD via a "Mind Alignment Process" are reported only secondarily [uncertain: secondary, unverified].
- Steps: (1) Ask whether any physical or mental health treatment has been delayed or stopped. (2) Encourage review with their doctor; never advise on medicines. (3) Address guilt for illness as in 4.7. (4) For PTSD, offer or refer for an evidence-based trauma therapy.
- Example language (illustrative): "Your illness isn't a punishment for how you feel. Could we make sure your doctor is involved?"
- Watch for: missed medical appointments; diet programmes replacing care; refusal of medication framed as spiritual progress.
4.11 Online content, parasocial dependence and young people
- Purpose / when: heavy viewing of the founders' videos (UNADFI counts over 3,000 videos [uncertain: secondary, unverified]) or attachment to the founders as if they were personal guides.
- Steps: (1) Map daily consumption and what it soothes. (2) Name the one-way relationship gently. (3) Build offline supports and alternative routines. (4) For under-18s: assess exposure, involve carers as appropriate, and follow safeguarding procedures if an adult is grooming, pressuring identity change or soliciting money. UNADFI reports recruitment via a Minecraft modification linked to the founders [uncertain: secondary, unverified].
- Example language (illustrative): "It makes sense that their videos feel like company. Who else is in your corner day to day?"
- Watch for: distress when content is unavailable; private messages from coaches to a minor.
4.12 Exit planning (if and when the client chooses)
- Purpose / when: phase 4.
- Steps: (1) Clarify the decision and its timing. (2) Plan for practical dependence: work, housing, money, a partner assigned by the group. (3) Anticipate contact, pressure or online criticism after leaving; plan responses or blocking. (4) Secure records of payments for any refund or complaint. (5) Line up support: family, friends, peer groups of former members where safe. (6) Plan for the first weeks: routine, sleep, crisis numbers.
- Example language (illustrative): "Leaving can be done step by step. What would you need in place first?"
- Watch for: suicidal crisis after loss of community and partner; a rebound into another online group.
4.13 Recovery: religious and spiritual trauma, grief and identity
- Purpose / when: phase 5, former members.
- Steps: (1) Psychoeducation on how high-demand groups shape thinking (e.g. loaded language, authority beyond question). (2) Trauma-focused work for traumatic experiences (berating, humiliation). (3) Grief work for lost years, money, relationships. (4) Reclaim spirituality on the client's terms if wanted; the client may keep some beliefs. (5) Rebuild decision-making confidence with small choices.
- Example language (illustrative): "You can keep what still feels meaningful and let go of what was put on you."
- Watch for: intrusive memories, distrust of all help, self-blame for having joined.
4.14 Working with family members
- Purpose / when: relatives worried about a member who has cut contact. Families of members are reported to be estranged and working with former members [source: Netflix Tudum].
- Steps: (1) Contain the family's fear and anger. (2) Advise against ultimatums, ridicule or coercive "rescue". (3) Keep a low-pressure, warm channel open (birthday messages, no debate). (4) Help them prepare a calm response if the member reaches out. (5) Address their own grief and guilt. (6) Share public reporting routes if they hold evidence of crime.
- Example language (illustrative): "The aim is to stay the safe person they can come back to, not to win the argument."
- Watch for: the family trying to use therapy to extract information; burnout.
4.15 Reporting routes
- Purpose / when: a client has information about possible crimes or financial loss.
- Steps: (1) Explain options without pressure. (2) The Michigan Attorney General invited information, including anonymously, by email to AG-TFUinfo@michigan.gov or via mi.gov/agtfu [source: Michigan AG release]. (3) Consider consumer-protection, police and legal advice routes locally. (4) Respect the client's choice unless mandated reporting applies (e.g. child protection).
- Example language (illustrative): "You don't have to report anything. If you want to, here are the routes."
- Watch for: fear of retaliation; re-traumatisation by retelling.
4.16 Holding the therapist's role
- Purpose / when: throughout.
- Steps: (1) Decline to confirm or deny a twin flame, to read partners, or to channel. (2) Keep any personal spiritual practice out of the session. (3) Limit self-disclosure about your own beliefs. (4) Seek consultation on spiritual-religious competence and on duty-to-protect questions.
- Example language (illustrative): "I can't tell you who your partner is meant to be. I can help you think about what you want in a relationship."
- Watch for: the client seeking a new authority in you; a pull to rescue.
5. Handling problems
All guidance in this section is [synthesis] unless tagged.
- The client defends the group against "the media". TFU has publicly described critical coverage as attacks on its community [source: NBC News 2025]. Do not argue reports. Ask what the client has seen for themselves and what they would want to be true. (illustrative) "I'm less interested in the documentaries than in your own experience. What has it been like for you?"
- The client asks your view of the criminal investigation. Give facts neutrally: an investigation and search warrants were announced, no charges in what has been reported, presumption of innocence [source: Michigan AG release]. Then return to the client's experience.
- Stuck: "I just need to heal more blocks and my twin flame will come." Explore the cost of waiting and what the client's life would hold if union never came; work on values-based goals that do not depend on one person.
- Non-adherence to a no-contact plan. Analyse each contact (trigger, urge, action, consequence); add barriers (blocking, a support person); revisit legal consequences; if risk to the other person escalates, act under duty-to-protect law with consultation.
- Overwhelm when the involvement map shows the money or years spent. Pause, ground, normalise (people join for understandable reasons); continue later in smaller pieces.
- Resistance after a coaching session. Notice changes in language; ask what was said about therapy; avoid competing with the coach; restate that the client decides.
- Rupture: the client feels you are attacking the leaders. Acknowledge it, own any judgemental wording, and return to the client's goals. (illustrative) "I think I came across as taking sides. That's not my job. Can we go back to what you wanted from today?"
- Gender identity in flux after leaving. Avoid rushing a "return" or a confirmation; specialist gender-affirming assessment; support for name or presentation decisions at the client's pace; family psychoeducation.
- Former coach or senior member with guilt. A former senior member told W5 she regrets her role [source: CTV W5]. Hold both harm done and harm suffered; consider legal advice before disclosures; address moral injury.
- Family wants you to "get them out". Clarify your client and confidentiality; decline coercive aims; offer family-support work (4.14).
- Suicidal crisis after loss of partner, community or identity. Standard risk assessment and safety planning; lethal-means counselling limited to storage and removal; crisis numbers (988 Suicide & Crisis Lifeline in the US; Samaritans on 116 123 in the UK and Ireland; local crisis lines elsewhere); increase contact.
- The client wants you to confirm a twin flame or channel guidance. Decline warmly (4.16); explore the need for certainty.
- The client is a minor or a young adult drawn in through gaming or video content. Safeguarding procedures, carers' involvement as appropriate, and age-appropriate consent and assent.
Harm account
This account is built on law-enforcement statements and major news reporting. Everything below is reported as allegation unless a court finds otherwise; in the sources, no court has ruled on the allegations and no charges were reported. Jeff and Shaleia Divine are named as the leaders under criminal investigation by the Michigan Attorney General and as the people about whom former members made allegations to CTV W5 and the documentaries; they deny wrongdoing [source: Michigan AG release; NBC News 2025; CTV W5]. No members are named here.
What was actually done
- Recruitment (as alleged). Free video content and online communities, including forums for people seeking help with mental and physical illness; a former member described being "love bombed" in 2017 while facing a cancer diagnosis [source: Netflix Tudum; CTV W5].
- Escalating purchases. A book, courses, coaching, workshops, diet programmes, retreats and coach training; prices reported from $9.99 to $8,888, with some members spending up to tens of thousands of dollars [source: NBC News 2025; Netflix Tudum; CTV W5].
- Self-recrimination practice. The Mirror Exercise, described in reviews as self-recrimination central to the programme [source: Daily Beast review].
- Leaders' authority over partners. The founders first said members would recognise twin flames by attraction, then claimed they could identify or channel them, with their word to be followed; channelled pairings were presented as from God and not to be questioned [source: Daily Beast review; CTV W5].
- Pursuit. Members were encouraged to pursue the assigned person "at all costs" [source: Netflix Tudum]. Reports that this led to restraining orders and harassment or stalking cases involving people outside the group, including married men, are in secondary sources only [uncertain: secondary, unverified] (Wikipedia; UNADFI).
- Gender reassignment pressure (as alleged). Former members said that with too few men for heterosexual pairings, about 22 mostly heterosexual women were paired as masculine partners; one was told to cut her hair, wear men's clothing and change her name. A former senior member spoke of a "gender conversion program" in which people "didn't have a choice". The founders deny coercing anyone [source: CTV W5].
- Control of daily life (as alleged). Verbal berating, isolation from offline communities and families, and unpaid labour building programmes for the founders [source: Netflix Tudum].
- Illness blamed on the member. A former member said leaders told her that rejecting her feminine energy caused her cancer [source: CTV W5].
- Timeline. Founded around 2017 [uncertain: secondary, unverified]; documentaries 2023; CTV W5 investigation March 2025; search warrants at two Leelanau County homes, 1 July 2025 [source: Daily Beast review; CTV W5; NBC News 2025; Michigan AG release]. Charges or court outcomes after July 2025: none found in the sources consulted [uncertain: not verified].
How it caused harm
- Erosion of self-trust: unquestionable external authority on love and identity, plus systematic self-blame, leaves members unable to trust their own perceptions [synthesis, drawing on the allegations above].
- Psychological sequelae reported: a severe panic attack linked to identity pressure; distress described by former members as abuse [source: CTV W5; Netflix Tudum].
- Family rupture: members cutting contact with relatives, who describe losing them [source: Netflix Tudum].
- Financial loss: spending of up to tens of thousands of dollars on coaching and content [source: CTV W5].
- Harm to third parties and legal exposure: pursuit of people who had not consented [source: Netflix Tudum; legal outcomes: uncertain: secondary, unverified].
- Health: illness reframed as spiritual failure, with risk of delayed care [source: CTV W5; synthesis].
- Most at risk: people who are lonely, heartbroken, ill, or searching online for help with mental or physical illness; people uncertain about sexuality or gender [source: Netflix Tudum; synthesis].
Recognising it today
- A teacher or coach who confirms, assigns or "channels" a person's destined partner, for a fee.
- Encouragement to keep pursuing someone after they have said no, reframed as spiritual work.
- Partnerships required to have one wholly masculine and one wholly feminine partner, with pressure to change presentation to fit a pairing [source: CTV W5].
- Every conflict turned back on the member as their own "block"; illness blamed on emotional or energetic failure.
- Tiered purchases with coaching as the route to promised union; members trained to coach and sell.
- Critics and families framed as attackers; contact with outsiders discouraged.
- Rebranding: a church identity (Church of Union) alongside the business [uncertain: secondary, unverified]; similar twin-flame coaching sold by unrelated creators online [synthesis].
- How legitimate versions differ: relationship coaching or therapy never assigns partners, respects consent and refusal, leaves gender identity to the person, does not blame illness on the client, and welcomes outside relationships [synthesis].
What to do instead and how to help those harmed
- Safer alternatives: for loneliness or heartbreak, evidence-based therapy (e.g. CBT or interpersonal therapy for depression, grief work); for relationship goals, couples or individual therapy that respects autonomy; for spiritual seeking, communities with transparent finances and no authority over partners [synthesis].
- Assessment of affected clients: sections 4.1 to 4.4, 4.9; trauma screening; financial and legal situation; gender-identity exploration (4.8); suicide risk.
- Treatment: trauma-focused therapy where indicated; work on self-blame (4.7), grief and religious trauma (4.13); family repair (4.14).
- Ethical, reporting and legal duties: confidentiality with its legal limits; duty to protect identifiable third parties at risk from pursuit, per jurisdiction; child-protection reporting where minors are involved; information about public reporting routes (4.15) given without pressure; careful notes, as records may be sought in investigations [synthesis; reporting route: source: Michigan AG release].
Sources
- Michigan Department of Attorney General (1 July 2025). "AG Nessel Announces Twin Flames Universe Investigation" (press release).
- NBC News: Michigan attorney general says she's investigating a company promoting 'twin flame' romance (2025)
- CTV News, W5 (20 March 2025). "Alleged cult Twin Flames Universe accused of coercing students into changing gender."
- CTV News: 'No sacred cows': head of Twin Flames Universe walks back teachings in exclusive W5 interview (21 March 2025)
- The Daily Beast: Escaping Twin Flames review (2023)
- Netflix Tudum: Who Are Jeff and Shaleia Ayan? (2023)
- Leelanau Enterprise: 2025's biggest moments, part 2
- UNADFI, Bulles no. 168 (December 2025): Twin Flames Universe, que sait-on de... (French anti-sect association; secondary)
- Wikipedia: Twin Flames Universe (secondary; claims marked uncertain)
- [uncertain: not verified] Vice News investigations by Sarah Berman (2020, 2023), Escaping Twin Flames (Netflix, 2023) and Desperately Seeking Soulmate: Escaping Twin Flames Universe (Prime Video, 2023) as cited in the sources above; the founders' book Twin Flames: Finding Your Ultimate Lover; the organisation's own website; DSM-5-TR Cultural Formulation Interview.