The subject line stopped me cold.
“We’re not a cult.”
It was late 2024, and the email came from a crisis PR firm hired by a couple under siege—Jeff and Shaleia Divine, the controversial spiritual leaders behind Twin Flames Universe.
Former followers accuse them of being manipulative cult leaders, puppet masters who exert coercive control, push followers into unwanted relationships, and even pressure them to change genders. The email came with an invitation: Come see the truth for yourself.
I agreed—on the condition that I’d be investigating every allegation. And there are many: isolation from family and friends, unpaid labor, brainwashing, forced relationships, and the most disturbing of all, coerced gender transitions.
What is Twin Flames Universe?
At its core, Twin Flames Universe claims to help people find their one true soulmate—their “Twin Flame.” But critics say it rewards obsession, punishes doubt, and sells spiritual salvation at a steep price.
Their reach is huge: over 300,000 followers on Facebook, and roughly 2,000 paying students, many of whom spend thousands of dollars on online classes and one-on-one coaching. The coaches? They are just other students, certified by Jeff and Shaleia themselves.
From YouTube love story to spiritual empire
The pair met online in 2014. Shaleia—born Megan Plante in Toronto and raised in North Bay—came from a spiritual background. Jeff—born Jeff Ayan in Michigan—was trying to become a self-help influencer in Hawaii, cycling through names like Ender, Ayanethos, and Shafira.
Eventually, they rebranded themselves as Jeff and Shaleia Divine.
Their early YouTube videos were normal, goofy love diaries. But by 2017, they’d turned their personal story into a spiritual brand—with a seductive promise: follow us, and you’ll find love, spiritual awakening, and financial riches.
They later registered a non-profit religious organization called The Church of Union. The tone shifted. The teachings hardened. The control deepened.
Inside the mansion
Their 7,000-square-foot mansion in Northern Michigan is carefully curated: luxury cars in the garage, a fountain-fed pool in the backyard, and an endless stream of glossy social media content promoting their lifestyle and message.
They allowed our cameras into the home, into their Christmas party, and even into intimate moments with their daughter Grace. They introduced us to their most loyal followers—some of whom have uprooted their lives to be closer to the Devines.
They were gracious, confident, and completely unrepentant. They believe they’ve done nothing wrong. They say they are not cult leaders, but spiritual teachers who are victims of cancel culture.
The cost of belief
Their followers are promised divine union. But some say they left the group with broken families, broken identities, and drained bank accounts.
Inside the mansion, everything looks controlled. Polished. Safe. But outside, former members are telling a different story—one of pressure, fear, and spiritual manipulation.
Jeff and Shaleia say they’re leading people to love.
But the question is no longer what they promise. It’s what it costs to believe them.
Watch the two-hour special presentation of W5’s Avery Haines Investigates live on W5’s official YouTube channel and on CTV at 7 p.m.
With files from W5 producer Joseph Loiero
