Is Psychology Today worth it for UK therapists?

If you have recently qualified or are looking to expand your private practice, you have likely searched online to ask if a directory listing is a sensible investment. Unfortunately, almost every article answering this question is written for the American market. You will find US blog posts quoting costs of USD 29.95 to 39 per month, often set against session fees that are roughly double what a UK practitioner might charge. If you use these numbers to plan your business in the UK, you are doing the wrong maths on both sides of the equation.

This article exists to correct that imbalance. For a UK therapist deciding whether to pay for or keep a listing, the calculation is entirely different. At a UK price of £19.95 a month, with no commission and no contract, a listing is a very low-risk gamble. However, with massive saturation in major cities, the real question is not just what it costs, but whether anyone will actually find your profile.

All competitor figures and pricing details in this article were fetched directly from the named live pages on 28 July 2026. We look at the actual UK arithmetic, how the platform operates, and what alternatives exist for practitioners wanting to grow their client base.

The UK arithmetic for private practice

When you read about directory costs, it is vital to contextualise them within the UK market. If you are comparing your marketing budget against American therapy platforms, you will be misled by their higher monthly fees and vastly different healthcare system.

In the UK, a Psychology Today listing costs £19.95 per month. On its own London page, the platform states an average cost per session of £80. If we use that average, a single client who stays for just three sessions generates £240 in revenue. That easily covers the entire annual cost of the directory listing, which is roughly £239.40. From a purely financial perspective, if the platform brings you just one or two long-term clients a year, it pays for itself.

Because there is no commission and you can cancel at any time without a restrictive contract, it is an accessible entry point. But simply being listed does not guarantee visibility. You have to consider the sheer volume of competitors on the same page, which we will explore in detail below. If you want a broader view on marketing, you can read our guide on Where UK therapists actually get clients: platforms and directories compared.

Platform comparison for UK therapists

To help you make an informed decision, we have compiled a strict factual comparison of the major directories and platforms operating in the UK. Every figure in the table and sections below was fetched directly from the respective platforms on 28 July 2026.

Psychology Today UK

Psychology Today remains one of the most recognised names for therapists seeking private clients. Its recurring cost in the UK is £19.95 per month, and it takes absolutely no commission on your session fees. There are no rigid plans or long-term contracts involved, meaning you can cancel at any time if it is not working for you.

For new members, the platform frequently runs a promotional offer. As of our check, there is a promo offering six months free for new members. This significantly lowers the barrier to entry, allowing you to test the waters without immediate financial pressure.

However, the platform's scale is a double-edged sword. Its own London page states there are 3,000+ counsellors in London alone, with an average cost per session of £80. Standing out among three thousand peers is incredibly difficult. While its own signup page claims the directory appears as the top Google search result for therapy-seekers 96.2% of the time, that traffic is heavily diluted by the sheer number of practitioner profiles available.

Regarding trust and verification, a Verified symbol marks confirmed credentials on a profile. Interestingly, Psychology Today states that providers may be selectively included without the Verified seal. This is an important detail for practitioners to note, as it impacts how clients might perceive different profiles.

Counselling Directory

Another major player in the UK market is the Counselling Directory. The recurring cost is £24.50 per month on a rolling basis, or you can opt for an annual payment of £245. Like Psychology Today, it does not charge any commission on your bookings.

The contract terms are a rolling monthly setup, and you can cancel at any time providing you give 30 days notice. A notable benefit for some organisations is that the platform is free for registered charities.

When it comes to scale, the saturation is vast. Its own online-therapy search returns 27,481 results. This means that, similar to other major directories, simply having a profile does not guarantee enquiries. Furthermore, they issue a verification disclaimer in their own words, stating it is your responsibility to confirm that these details are still accurate before your first session as we do not actively monitor any changes.

Welldoing

Welldoing operates slightly differently in its billing structure. The recurring cost is £45.00 plus VAT billed quarterly, alongside a £15 plus VAT annual verification fee. While an annual plan is advertised as offering two months free, the exact annual price is not published on their main signup page.

There is no commission on the sessions themselves. However, in-platform client payments run through Stripe at a 3.95% charge with a minimum of £2.50 per transaction. It is vital to factor this into your pricing strategy. Also, be aware of their refund policy: no refund is given for any portion of the subscription period.

Welldoing claims to host 1000 therapists and has connected over 40,000 people since 2014. Their verification process requires professional membership to be checked at joining and re-checked every year, and they do accept final-year trainees with specific declarations. Notably, Welldoing publicly replies that one to three months is a very short time to make a decision about a listing, which aligns with their strict no-refund policy.

BACP Directory

If you are a member of the British Association for Counselling and Psychotherapy, you might consider their in-house directory. The cost breaks down into two parts: £196 per year for registered membership (or a reduced rate of £98) plus a £76 per year directory subscription. This brings the total to £272 per year to appear.

There is zero commission on your client work. However, this is a rigid 12-month subscription. BACP states it cannot provide a refund or reduce the direct debit mid-term, meaning you must commit for the full year. Eligibility is strictly open to BACP registered members only, and any listings or amendments must be approved by BACP, with a target turnaround of two working days.

UKCP

For practitioners aligned with the UK Council for Psychotherapy, membership fees for 2026-27 are structured by tier. Full clinical membership is £330, non-clinical is £285, trainee is £82, student is £28, retired is £80, and affiliate is £77. There is a £10 discount for full clinical members paying by annual direct debit.

The UKCP does not take any commission. However, whether the find-a-therapist listing is included in the membership fee or costs extra is not published on their fee breakdown page. If you are joining primarily for directory visibility, you will need to clarify this directly with their administration.

Harley Therapy

Harley Therapy operates on a very different financial model. There is no sign-up fee and no ongoing subscription. Instead of a flat monthly rate, they take a significant commission: 100% including VAT of the session fee on the FIRST session with a new client, then 10% plus VAT (12% total) on all follow-on sessions.

They provide their own worked example to illustrate this. If your fee is set to £50, the commission on the initial session is the full £50, and then £6 for each follow-up session. If a therapist invites their own clients to the platform, the fee is 12% on all sessions including the first. On the client side, the client also pays a service fee of 6% of the session fee, with a minimum of £5.95 including VAT.

Payouts are handled smoothly, going into the therapist's Stripe account immediately after the client is charged. However, Harley Therapy is currently invite-only. They state that due to high demand, they are operating an invite-only process to join, so you cannot simply sign up on a whim.

BetterHelp UK and Talkspace

Many practitioners look into international mega-platforms, but the reality for UK therapists is quite specific. For BetterHelp UK, no fees are collected from the therapist. However, the pay rate per session is not published, meaning you cannot easily forecast your income before applying. Their requirements are stringent: you must be MBACP accredited or senior accredited, or hold NCS accredited equivalents. Psychologists need BPS chartered status plus HCPC registration. You also need three plus years of experience, insurance, a background check, and to be currently residing in the UK.

As for Talkspace, it is currently a closed door for British practitioners. The platform does not recruit UK-resident therapists at all. It strictly requires an active US state board-approved clinical licence and current residence in the USA.

Kooth

Kooth is a very different proposition. It is not a directory or a marketplace for independent private practice, but rather salaried employment. According to startup job listings, a CYP counsellor salary ranges from £25,251 to £30,000 depending on experience. These are permanent roles involving rota'd shifts, suitable for those who prefer the stability of an employer rather than running their own business.

MatchyMatch

As an alternative to traditional directories, you might consider our platform. At MatchyMatch, there is no monthly fee and no listing fee. The financial model is entirely performance-based, meaning you pay only when a client pays you.

We take a commission of 25% of each session fee. The therapist sets their own session fee, giving you complete control over your pricing, and payouts are processed via Stripe directly to the therapist's own bank account. If you want to apply as a therapist, the verification process includes checking registration with a recognised professional body, professional indemnity insurance, and legal practice setup, followed by a short video call and a digital contract.

We accept professionals registered with the HCPC, BACP, BPS, UKCP, AFT, NCPS, or an equivalent recognised body in the therapist's own country. The platform covers the UK plus English-speaking therapists abroad, provided sessions are delivered online in English. Be aware that our contract includes a confidentiality and non-circumvention clause: a client introduced through MatchyMatch stays on the platform.

Frequently asked questions

Is a directory listing enough to get private clients in the UK?

Usually, no. Directories provide a foundation and a web presence, but with thousands of therapists listed in major areas like London, relying solely on one profile is risky. Most successful practitioners use directories alongside networking, a dedicated personal website, and writing informative articles. It is about building trust over multiple touchpoints.

Why are US blog posts so inaccurate about UK therapy marketing?

The US market has higher session fees and higher platform costs, so the maths in a US post does not transfer to a UK practice. A UK therapist charging an average of £80 has a totally different profit margin. Following US marketing advice often leads to skewed expectations regarding return on investment.

Does the lack of a verified seal matter to UK clients?

While Psychology Today notes that some providers may be included without the Verified seal, clients are increasingly educated about professional standards. Many UK clients look specifically for HCPC or BACP accreditation. Having verifiable credentials prominently displayed is always the safest route for building a credible practice.

Should I join multiple directories at once?

It can be a valid strategy to test multiple platforms initially, especially those offering free trials or zero upfront costs. However, you must track where your enquiries actually come from. Paying multiple monthly subscriptions can quickly eat into your profits if you are only receiving a couple of clients a year across all platforms combined.

Whether you choose a flat-fee directory or a commission-based platform, understanding the precise costs and the level of local competition is your best tool for building a sustainable private practice.