What’s the Best Private Practice Marketing Tool? A Comparison of 8 Therapist Directories

Last updated: February 2022 by Zencare Team

Congratulations on establishing your therapy private practice! Now, as a new business owner, you might be thinking about marketing. How will you grow your client base? How will prospective clients learn about your services?

There are many online platforms that help private practice therapists grow their caseload. With so many to choose from, it’s important to understand the differences between the major directories and therapist marketing platforms. We’ve collected information about 8 leading therapist directories and their strengths and limitations — including costs and differentiating features — so you can decide where to focus when it comes to getting your name out there.

Therapist Marketing Platform Comparison
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Zencare is an online platform that makes it easy for anyone to find excellent, high-quality therapists in their community. As a therapist directory, Zencare focuses on easy-to-use filters so engaged, motivated prospective clients can find what they’re looking for, and top therapists rise above the crowd. Therapists are vetted to ensure top standards of care, and provided with extensive support while creating their profile, including copywriting, onsite professional photography and videography, and technical support.

The entire Zencare experience — both for clients and therapists — was created to be intuitive and efficient, while maintaining an empowering aesthetic.

The cost for a therapist profile on Zencare is $49-59 per month for individual providers and $79-89 per month for group practices.

On therapist profiles, prospective clients can read about each therapist’s specialties, watch their introductory videos, and schedule consultation calls. This ensures that referrals are well-matched, and easy-to-manage for therapists (no more phone tag with clients!). Zencare profiles also have the ability to share information about whether or not there’s a waitlist, so prospective clients know exactly which therapists are available. All this with the caring support of the Zencare team, who are passionate about supporting therapists as they grow their practices and making mental health care more easily accessible for all.

Psychology Today

Psychology Today is an international therapist and counselor directory that gives prospective clients an expansive provider pool to look through. They have hundreds of thousands of therapist and counselor profiles in their directory across multiple countries.

The cost for a therapist profile on Psychology Today is $29.95 per month.

Psychology Today also publishes a magazine in which therapists and clients alike can read about highlighted mental health topics.

The goods

The Psychology Today directory has many strong elements. Some of the features below make them a useful tool for therapists to use in their marketing outreach strategy:

The limitations

While Psychology Today has many strengths, it also has some limitations. Here are a few:

Psychology Today vs Zencare

When it comes to the experience of the prospective client, there are many similarities between Psychology Today and Zencare. This includes the use of filters to narrow the search, the inclusion of key information in each profile, and resources like blogs and articles.

However, there are major differences between Psychology Today and Zencare when it comes to the therapist and client experience. Zencare is designed to be an intuitive, user-friendly site that makes the process of seeking therapy as efficient and empowering as possible. Clients cite the introductory videos, which are professionally filmed on-site, as one of their favorite features; they can also check up-to-date provider availability, and book a free initial call through Zencare’s scheduling tool.

Zencare takes a quality over quantity mindset: with a unique provider vetting process, Zencare ensures that each therapist is excellent in the care they provide, making the site a trusted source for clients and referral partners across the country.

Zencare also takes the heavy lifting off of the therapist when it comes to developing their profiles. With a network of trained photographers across the country, all therapists have a professional onsite photo and videoshoot, including post-production editing, for well below market rates. Therapists can also choose to add profile copywriting services,  so you don’t have to spend time putting this together! All profile elements are developed with a great focus on SEO so your profile gets in front of as many people as possible.


GoodTherapy is another international therapist directory that highlights the safety of their platform. The therapists listed in the GoodTherapy directory must be fully licensed and go through a peer-review process in order to become listed, making this directory highly-vetted. They also agree to the GoodTherapy standards, which include a dedication to non-pathologization, empowerment, and collaborative therapy services.

The cost for a profile on GoodTherapy is between $29.95 - $49.95 per month, depending on your membership tier.

GoodTherapy membership also includes the opportunity for therapists to access a wide range of Continuing Education (CE) credits. They provide these opportunities through courses dedicated to topics such as mindfulness, ethics, teletherapy, compassion fatigue, and much more.

The goods

GoodTherapy has many strong features to their platform and their service. This includes:

The limitations

However, there are limitations to the GoodTherapy directory when it comes to marketing for therapists. Here are some of them:

GoodTherapy vs Zencare

GoodTherapy and Zencare both dedicate themselves to providing individuals with a directory of high-quality mental health professionals. While Zencare vets each therapist listed in the directory with a one-on-one conversation, GoodTherapy only accepts members that are fully credentialed and agree to a standard ethics code.

Both directories offer filters to narrow a prospective client’s search, however Zencare’s appearance is more aesthetically-pleasing and intuitive for users. Zencare’s simple, bright interface makes searching for the right therapist an enjoyable experience.

Zencare also supports therapists by writing and editing profile text, saving therapists time and offering them the opportunity for maximum professional polish in their profiles.


MyWellbeing is a therapist directory that aims to help private practice therapists grow their practice by pairing them with clients that are specifically looking for therapy services like yours. yWellbeing asks prospective clients to complete a quiz about who they are and what they’re looking for, including therapist identity, mental health priorities, therapist style, and more. This information then curates a recommendation of three specific therapists and the prospective client can contact those therapists.

The cost for a therapist profile on MyWellbeing is between $100 - 125 per month, depending on your payment schedule. They also offer a community plan for $38 - $50 per month that includes access to their community resources, including networking events with other therapists.

The goods

MyWellbeing is a unique resource and has many good parts to it. Here are a few good parts:

The limitations

MyWellbeing also has several limitations for therapists seeking to boost their marketing, including:

MyWellbeing vs Zencare

Where Zencare allows prospective clients to view as many therapist profiles as they would like — including watching their introductory videos and reaching out for phone consultations — MyWellbeing limits the number of therapist profiles that prospective clients can view. With no public-facing search tool, this leaves clients with less choice, and lower visibility for providers.

Zencare also provides writing and editing support for their therapists as they’re setting up their profiles, whereas MyWellbeing does not. Therapists must write their own statements for their profiles, and since MyWellbeing only provides prospective clients with a few options of therapists to contact, the stakes are high to get your profile just right.


Talkspace focuses on making therapy services convenient, accessible, and technology-enabled. However, when a therapist joins Talkspace, they aren’t just adding their profile into the mix — they’re starting employment (full-time or part-time) with Talkspace in the role of therapist.

Clients pay for the use of Talkspace services, between $65 - $99 per week. The amount that they pay varies on their plan. Because Talkspace employs therapists to work with their clients, it does not cost the therapist to join as a Talkspace provider. However, therapists must be fully credentialed and have valid malpractice insurance. Once they join, they can provide services for clients in the state in which they live.

Talkspace therapists may have weekly sessions with clients or simply text with them throughout the week, depending on the client’s subscription status.

The goods

Talkspace is very different from other therapist directory platforms, however they have many strong features incorporated into their service. These strong features include:

The limitations

Talkspace also has several limitations to their tool and their support of therapist private practices. Here are a few of them:

Talkspace vs Zencare

Zencare and Talkspace are completely different in terms of their services for therapists. Therapists who sign up for Zencare have their practice promoted in an online therapist directory — prospective clients can search this directory using multiple matching filters and view therapist profiles to find a perfect match. Therapists who become employed with Talkspace will be assigned clients and paid by Talkspace to provide mental health services, including messaging and video calls.

For therapists who want to increase their caseload while maintaining their own private practices, Zencare is the favorable resource. The Zencare team is passionate about providing therapists with the support they need to successfully attract prospective clients without adding additional responsibilities.

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TherapyDen is a therapist directory that wants to make finding a therapist an easy experience for everyone. Their company dedicates itself to the incorporation of social justice values into the directory. This shows up in their many filters, as these filters are a way of helping prospective clients find therapists of all backgrounds and identities.

Therapists can list their profiles on TherapyDen for free. They can also pay between $10 - $30 per month for a Premium account, which lets them flesh out their profiles and pull their profile to the top of search results for prospective clients.

The goods

TherapyDen has many great elements to their directory. Here are a few:

The limitations

TherapyDen also has a few limitations for supporting therapists in private practice, including the following:

TherapyDen vs Zencare

While TherapyDen and Zencare offer similar advantages for therapists and therapy seekers in terms of building inclusive, highly filterable therapist search platforms, they differ in some key ways. Zencare’s therapist profiles include more than just written text — they also include stylized, personable videos shot by professional photographers. Zencare membership includes the support of a professional photographer, copywriter, and the Zencare support team. This leaves all therapist profiles looking polished and engaging, and the support team is highly responsive and goes above-and-beyond helping therapists in growing their private practice.


Headway is a venture-backed mental health start-up company that offers prospective clients the ability to work with any therapist, despite insurance network status. Headway acts as a group therapy practice and takes care of billing insurance companies. This means that therapists that are not in-network with insurance companies can still see insured clients — and the client won’t be required to pay the full session fee.

It’s free for therapists to join Headway as members. However, there is a brief application to join as a member.

Clients pay Headway for therapy services, who in turn reimburse therapists. If your idea of a nightmare is submitting reimbursement claims, Headway may be an excellent resource!

The goods

Headway is innovative in its business model. This helps therapists across the country in a few key ways, including:

The limitations

There are also some ways that Headway could improve their support for therapists. Here are a few:

Headway vs Zencare

Zencare and Headway both want to make finding a therapist easier for all. However, the largest difference between being a member at Headway and being a member at Zencare is that Headway reimburses therapists for sessions that they have with insured clients — which means that membership set-up is a bit complicated and needs constant management outside of your private practice — while Zencare remains an easy-to-use marketing platform that represents your practice as it is, whether in-network or private pay. Headway’s profiles also lack the polish that Zencare offers, with its professional copywriting and photographers.

Lyra Health

Lyra Health is a mental health company that offers employers access to mental health services for their employees. Employers purchase Lyra Health and offer membership to their employees as a company benefit. Therapists who join Lyra Health as providers then serve these employees through a diverse range of mental health services, including psychotherapy.

To join the Lyra Health therapist network, a therapist would have to apply for the role. There are both part-time and full-time roles for therapists.

The goods

Lyra Health is an established, highly-successful mental health company. Much of their success stems from the following key features:

The limitations

Lyra Health also has a few limitations in its ability to help therapists grow their practices, including:

Lyra Health vs Zencare

Joining Lyra Health as a therapist is an excellent way to work with more clients. However, it does not grow your private practice like Zencare does. Zencare makes it easy for prospective clients to search the directory for a therapist that’s a perfect match for their needs — without having to sign up, be a member, or pay for access. Zencare focuses on helping therapists market their private practices and we’re dedicated to the growth of your business.


Betterhelp is an online therapy platform that leans on its technology to provide clients with secure, in-depth therapeutic care. Clients who pay for membership with Betterhelp get access to Betterhelp therapists through texting, voice messaging, and live online sessions.

It costs clients $80 per week to access Betterhelp services. Therapists can become Betterhelp providers by applying for part-time or full-time employment.

The goods

Betterhelp has many great ways that it helps therapists in their work, including:

The limitations

There are also ways that Betterhelp is limited in its support of therapy practices. Here are a few ways:

Better Help vs Zencare

Zencare and Betterhelp both want to make mental health services accessible. While Betterhelp employs therapists and offers them clients through their technology platform, Zencare helps therapists grow their own private practices by giving them an intuitive, aesthetically-pleasing therapist directory to list their services. Zencare also is passionate about supporting therapists as they create their profiles, including offering them professional copywriting or editing and sending a professional photographer their way for a clean, engaging profile.

Overall, it’s amazing that there are so many ways that individuals, couples, and families can access mental health services. With so many platforms for therapists to market their services online, there’s an unprecedented level of support for therapists’ private practices these days. Finding the marketing or outreach strategy that’s best for your practice begins with learning what’s out there — and who has features that will make your profile stand out to prospective clients.
Many of the therapists that choose Zencare as a marketing tool share that the clients who get referred through Zencare are engaged, eager for care, and motivated for change. Zencare also has an extensive reach for prospective clients through our active social media (including paid advertising!), robust listservs, and strong partnerships with community referrers across the country. When building your practice, clients of this nature — and the Zencare team — will surely help you and your business thrive!

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