Keith Whiteford, MBACP (Accred), MHS, DipHyp CS

Keith Whiteford, MBACP (Accred), MHS, DipHyp CS

Jersey Farm
St Albans

Apex Counselling & Hypnotherapy
The Therapy Rooms
35 Market Place
St Albans

07443 463710

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About me

I am an experienced, accredited, counsellor working in both clinical and private settings. I offer various therapeutic approaches dependent on clients needs and can help with a wide range of issues. My private practice is based in the centre of St Albans so is easily accessible to all with ample parking.

What can counselling help with?
Depression, Anxiety, Relationship Issues, Addiction, Sexual Abuse, Anger Management, Bipolar, Family Issues……the list is endless.

Life brings all of us challenging events that can lead to distress, anxiety or depression. In addition we all experience bereavement and other losses which we may require support to overcome.

Perhaps you have developed an unhelpful habit or  dependency such as over- working, drug and alcohol misuse or difficulties with food.

I can work with you to explore these issues in a safe and supportive environment and if relevant explore with you how the past is influencing the present.

I work principally from a psychodynamic perspective, however having trained in both psychodynamic and CBT approaches, I value and do incorporate aspects of CBT in my work. My primary aim is in building a therapeutic relationship based on openness and honesty which leads to trust and understanding. For me the relational aspect of the work is pivotal and research has shown that this appears to be the most important factor in the therapeutic process.

I also offer hypnotherapy and Life Coaching. For more details about me and my approach to counselling and other therapies please see below or check out my website at:

Therapeutic Approaches
The therapeutic approaches I use are dependent on the client's needs and views. The approach to be used is always discussed and agreed with the client prior to the start of therapy. These approaches are Cognitive Behavioural Techniques , Psychodynamic Therapy and Hypnotherapy.

Psychodynamic Therapy

Psychodynamic therapy is the kind of talk therapy many people imagine when they think of psychological treatment.  It is designed to help patients explore the full range of their emotions, including feelings they may not be aware of. By making the unconscious elements of their life a part of their present experience, psychodynamic therapy helps people understand how their behaviour and mood are affected by unresolved issues and unconscious feelings.

Cognitive Behavioural Therapy (CBT)

At the heart of CBT is an assumption that a person's mood is directly related to his or her patterns of thought. Negative, dysfunctional thinking affects a person's mood, sense of self, behaviour, and even physical state. The goal of cognitive behavioural therapy is to help a person learn to recognise negative patterns of thought, evaluate their validity, and replace them with healthier ways of thinking.

Training, qualifications & experience

  • CPCAB Certificate in Counselling Skills
  • HBCF Advanced Certificate in Counselling Skills
  • WPF Graduate Diploma in Psychodynamic Counselling
  • Accredited Registered Member of the British Association of Counselling and Psychotherapy
  • Professional member of The National Hypnotherapy Society
  • Diploma in Hypnotherapy & Counselling Skills
  • HBCF Post qualifying certificate in CBT
  • NLP practitioner
  • Diploma in Grief & Bereavement counselling
  • Diploma in Child & Adolescent counselling
  • Diploma in Therapeutic Counselling
  • Certificate in Awareness of Mental Health Problems

I am a BACP Accredited counsellor working with men and women over 17 years of age in my private practice which is in the centre of St Albans. I have an eight year on-going commitment to counselling in a charitable agency setting. I am registered with The National Hypnotherapy Society.

My previous involvement in the retail banking sector provided the experience of working with diversity and gave me insight into those psychological stresses, specific and non-specific to those working in a fast moving commercial environment. I was also involved in a senior position with the student’s union in a major educational establishment giving me an insight into current student issues.

Member organisations

Registered / Accredited


Accredited register membership


First Assessment Session


Counselling 50 minute session


Cancellations are sometimes unavoidable and provided clients give a minimum 48hrs notice no fee is charged, otherwise the full fee will be charged.

Payment is made by cash or cheque on the day of appointment. A 10% reduction in fees is given if 6 sessions are paid for in advance.

Further information

Maps & Directions

St Albans, AL4
St Albans, AL3 5DL

Type of session

Online counselling: No
Telephone counselling: No
Face to face counselling: Yes
Home visits: No

Practical details

Sign language: Unspecified
Other languages: None


Accessibility information
Wheelchair access: Unspecified

Types of client

Young people
Older adults
Employee Assistance Programme