US Psychic Services Industry Reaches $2.3 Billion as Gen Z Fuels Demand for Paid Spiritual Guidance

The U.S. psychic-services industry generated $2.3 billion in revenue in 2025, growing at a 5.5% annualized rate over five years, according to a July 2025 IBISWorld report. Nearly half of women ages 18 to 49 consult astrology or horoscopes at least annually, driving demand for personalized tarot, spell work, and Reiki services. Divina, a marketplace launched Sept. 1, 2025, by former TaskRabbit and Robinhood product manager Brooke Bekoff, connects practitioners with customers seeking guidance on relationships, careers, and finances. The platform takes a 10% cut per booking and has grown from three to over 100 practitioners offering 200-plus listings. Bookings have exceeded $1,000. The trend reflects what Harris Poll calls "the Faith Stack"—33% of Gen Z identifies as religious while simultaneously practicing manifestation (50%) and astrology or tarot (30%). Fifty-seven percent of Gen Z respondents said they turned to spirituality for greater control over their futures, per Harris data.