Done for you. In your voice. Every week.
Therapist marketing is different from every other small-business marketing, and the tools built for everyone else miss the part that matters: the ethics, the dual-relationship rules, the discomfort of self-promotion when your whole identity is built around helping people.
Ariadne is the marketing platform built for private-practice therapists, by a therapist's family. Darla is an LMHC in Snohomish, Washington. Bryan is the engineer she's married to. Together they built the platform she wished existed: Google Business Profile posts, social media drafts, referral outreach emails to physicians and psychiatrists, monthly SEO blog drafts, all in your voice, all reviewed by you before anything goes out. Nothing about clients ever enters the system. The ethics are built into the platform itself.
7-day free trial · no credit card · $79/mo after · cancel any time
Try it, no signup
Paste your practice website. We'll read it and write one real Google Business post in your voice, right here, in about 10 seconds.
Why this needs its own tool
Most marketing tools are built for restaurants, gyms, e-commerce shops, and consultants who can say almost anything to sell almost anything. A licensed therapist cannot, and it does not matter whether the letters after your name are LMHC, LMFT, LCSW, LPC, or PhD. Your state licensing board has rules about what you can claim. Your code of ethics has rules about who you can ask for testimonials (no current or former clients, ever, regardless of how the request is framed). Your training has shaped a stance toward self-promotion that runs counter to most marketing advice you read online.
And underneath all of that, the deeper thing: you became a therapist to help people, not to write Instagram captions about yourself. Self-promotion feels uncomfortable because it should. The work you do is private, slow, relational. Most marketing is loud, fast, transactional. The mismatch is real, and pretending it isn't, is part of what makes most marketing software unusable for therapists.
Ariadne is built around the mismatch, not around denying it. Every piece of content is written in your voice, with the constraints of clinical practice built into the platform. No testimonials are ever solicited. No language that promises outcomes ever ships. No diagnostic claims, no client stories (even anonymized), no copy that would raise a board complaint. The platform is on your side, and on the side of the clients you serve.
What therapist marketing actually requires
Most therapists need consistent presence in four places. Ariadne writes for all four, every week, ready to copy and paste.
For most private practices, Google Business Profile is the single most visited piece of marketing the practice has, more than the website, more than social media combined. It's where a prospective client meets you in the forty-second window between a search and a click. A well-tended profile turns Google searches into inquiries. An incomplete one quietly hands clients to other practitioners.
Instagram and Facebook are not where most therapy clients are found, but they are where prospective clients vet you after a referral. An inactive social presence is a small but persistent signal of an inactive practice. A thoughtful presence, posted once a week, signals you are present, current, and worth a call. Ariadne writes the captions you would write if you had the time and the energy.
The most reliable client source for most private-practice therapists is not Google, and not social media. It is referrals from physicians, psychiatrists, naturopaths, school counselors, attorneys handling custody and family cases, and other therapists with adjacent specialties. Staying on a referral partner's radar without being annoying is its own quiet skill. Ariadne writes the introduction emails and the periodic check-ins, in your voice, with no pressure.
Your website is where a referred client confirms they want to call you. Google reads your website to decide whether to surface your practice for searches like "trauma therapist Snohomish" or "anxiety counselor near me." A monthly SEO blog post, written in your voice, on a topic your ideal client actually searches for, is the slow compounding signal that keeps your practice findable for years, not months. Ariadne drafts one each month, ready for you to edit and publish.
The Ariadne approach
Generic marketing tools write generic copy. You can spot it instantly: the breathless tone, the manufactured warmth, the "compassionate care" phrase that every therapist site uses because every marketing tool suggests it. Clients can spot it too. The whole point of careful therapist marketing is to sound like you, the actual person they would be sitting across from in the room.
Ariadne starts by learning your voice. A seven-step onboarding asks for a handful of writing samples (a paragraph from your website, an email to a referral partner, a note you wrote to a colleague), and from those, the platform builds a voice profile that's entirely yours: your rhythm, your vocabulary, your specific kind of warmth. Every piece of content Ariadne writes goes through that profile. The result reads like you wrote it on a quiet Tuesday morning, because in a meaningful sense, you did. You just outsourced the staring-at-a-blank-page part.
The ethics layer is the other half. The therapist version of Ariadne has explicit constraints built into the platform. It will not solicit reviews from clients. It will not make outcome claims. It will not write anything that resembles a clinical story. The small-business version of Ariadne includes review-request emails as a feature. The therapist version does not, by design. Different professions, different rules. The platform respects yours.
And nothing about your clients ever enters the system. PHI does not belong in marketing software, full stop. Ariadne knows your specialties, your modalities, your ideal client (in the abstract), your availability, your geography. It does not know any individual client and does not ask.
What's in Full Thread
One plan, everything included. Generated weekly. Nothing publishes without your sign-off.
One Google Business Profile post per week, written in your voice, optimized for what Google reads when ranking local results. Copy, paste, schedule. Five minutes.
One social post per week (Instagram, Facebook, or both), tuned to the seasonal rhythm and the kind of post that builds trust without performing. Captions and image suggestions included.
Copy-ready posts for the local Facebook groups your ideal clients are in, tuned to each group's rules, posting days, and tone. Two posts to the same group never sound alike.
Drafted emails to introduce yourself to a new referral partner, follow up on a recent referral, or stay in light contact with the partners already sending you clients. Always optional, always personalized.
One full-length blog post per month on a topic your ideal client actually searches for, written for both human readers and Google's local search algorithm. Yours to edit and publish.
A revised Psychology Today profile (or starter draft if you don't have one yet), written to convert profile views into intake calls without crossing any board-of-ethics lines.
No auto-posting. No surprise emails to your referral network. No content reaches your audience without you reading it first and clicking send. Ariadne writes. You decide.
See for yourself
Specific to your specialty, your location, and the way you write. See the quality before you sign up for anything.
◆ The quality difference
Spring is a wonderful time to focus on your mental health! 🌸✨ At our practice, we offer compassionate therapy services to help you navigate life's challenges. Whether you're dealing with anxiety, depression, or stress, our experienced therapists are here for you on your healing journey. 💙 Call today to schedule a free consultation!
Sounds like every therapist's page. Google can't differentiate it. Clients don't connect with it.
Something I hear often in a first session: "I know what my anxiety is doing, but knowing doesn't stop it." That gap between understanding and relief is real. It's also where we do the most interesting work together.
If you've been managing anxiety by thinking harder about it, we might try something different. I have two openings this month for anxiety-focused therapy in Redmond. Reach out if this resonates.
Specific location. Real voice. Speaks to the client's inner monologue. No hashtag soup.
Who built this
Darla is an LMHC in Snohomish, Washington. She runs Calming Connections Counseling, where she does relational, somatic work with women moving through perinatal shifts, grief, anxiety, neurodivergence, and the other slow reckonings that don't always have tidy names. She is the reason Ariadne exists. The product reflects her experience as a working therapist in private practice, and the ethical lines she would not cross to fill a caseload.
Bryan is the engineer she's married to. After two decades building software at the Seattle Times, Amazon, Unity, and a seed-stage startup, he built the first version of Ariadne on his iPhone, late at night, while Darla tested outputs across the house and told him when something sounded like a robot and when it sounded like her. The version you'll use now is the one that finally sounded like her.
Darla & Bryan are not a marketing agency. They are not a venture-backed SaaS sprinting toward a billion-dollar valuation. They are a small, two-person company built by a therapist and a software engineer who think therapists in private practice deserve marketing tools that respect what they actually do.
"Ariadne is exactly what I needed and couldn't have come at a better time. As a therapist for 10+ years, I have experienced a lot of ebbs and flows in my practice and struggled to find the time to create content while parenting young kids. I knew I needed to market my practice more, but I felt too tired at the end of the day to do it. Thanks to Ariadne, I posted my first blog in 5 years and feel like I have an easy to implement plan moving forward. The content it generates is spot on and saves me significant time and mental effort. I am confident that this service will help my business grow and thrive."
Pricing
Full Thread is the only plan. Everything described on this page is included, for $79 a month. Seven-day free trial, no credit card required up front. You can cancel any time from inside the app, no email to support, no retention dance.
For every paid subscriber, every month, Ariadne plants one tree through Trees for the Future, a nonprofit training farmers across East Africa in sustainable agroforestry. Your subscription doesn't just grow your practice. It grows something real.
Most therapy practices serve more than one audience. Prospective clients, sure. Also: applicants for supervision openings. Therapists you're subletting office space to. Adjacent providers in your referral network. The way you write to each is different, and the kind of post that lands with one will fall flat with another.
Define each audience in your Ariadne profile. The voice profile (the part that's you) stays the same; the audience tells the generator who you're talking to. When something specific comes up, like an office sublet listing or a supervision opening, type the topic, pick the audience, and Ariadne writes the whole campaign in 30 seconds.
A peek at how it reads
◇ Audience: Prospective clients
Something I hear a lot lately: "I keep telling myself I'll deal with this when things slow down." If you're waiting for a quiet week to start therapy, that week may never come. Two openings this fall, more on my website.
◇ Audience: Therapists seeking supervision
Two LMHC supervision spots opening in November. Bi-weekly, 60 minutes, focused on adolescent + young-adult work. I lean relational, write notes the way I'd want them written, and treat supervision like a real working relationship. Reach out through my website if it sounds like a fit.
Common questions from therapists
Yes, with the right guardrails. The ethics issue with AI in clinical practice is the use of client data: feeding session notes, intake forms, or any identifiable client information into a model. That is not what Ariadne does. Ariadne writes marketing content (Google Business posts, social drafts, referral outreach, blog posts) using only information about your practice in the abstract: specialties, modalities, ideal client demographics, geography, availability. No client data ever enters the system. The content output is yours to review before anything publishes, so the ethical responsibility for what reaches the public is still yours, where it should be.
This is the first thing most therapists worry about, and the honest answer is that the fit is close from the start and gets closer every week. Ariadne builds a voice profile from your own writing samples and your website, so the first drafts already carry your warmth, rhythm, and vocabulary rather than a generic marketing tone. When something is not quite right, you edit it, and those edits are the strongest signal the platform has: it reads them and tunes to them. Most therapists see the fit tighten noticeably by the second week, to the point where the drafts need little more than a glance. The voice is the whole product, so if it ever sounds off, that is a bug we want to hear about, not something you have to live with.
It works for any licensed mental health professional in private practice. LMHCs, LMFTs, LCSWs, licensed professional counselors (LPCs), psychologists, and psychiatric nurse practitioners all face the same core marketing constraints: no soliciting testimonials from clients, no outcome guarantees, no diagnostic claims about non-clients, and the same discomfort with self-promotion that comes from a career built around helping people rather than selling to them. Ariadne is calibrated to those shared constraints, and the voice profile adapts to how you specifically write, regardless of license type. Darla happens to be an LMHC, but nothing about the platform is specific to that license.
No. The therapist version of Ariadne does not include review-request emails, by design. Most state licensing boards treat the solicitation of reviews from current or former clients as a dual-relationship and undue-influence violation. The small-business version of Ariadne does include review-request emails, because that is appropriate for photographers, massage therapists, plumbers, and most other small businesses. The therapist version excludes the feature entirely. There is no way to enable it.
No. Ariadne does not ask for client names, intake notes, session content, diagnoses, or anything that would qualify as protected health information. The onboarding asks about your practice (specialties, ideal client in the abstract, modalities, geography, availability), your voice (writing samples that are yours, not your clients), and your marketing channels. Nothing about any individual client is requested or stored. If you ever paste something that resembles client information into a content prompt, you should remove it. The platform does not need it and does not want it.
Most state-level rules are stricter versions of the same themes: no outcome guarantees, no testimonials from clients, no diagnostic claims about non-clients, no language that creates a treatment relationship through the marketing itself. Ariadne is calibrated to the conservative end of those rules, which means the output will be compliant in virtually every state. If your state has a specific rule that goes further (some have explicit rules about telehealth advertising, scope-of-practice claims, or specific terminology), you can add that constraint in your practice settings and Ariadne will respect it across all future content.
Most therapists spend fifteen to thirty minutes once a week reviewing the content Ariadne has drafted for them. The drafts are organized by day of the week, so the typical pattern is to open the calendar view on a Sunday evening or Monday morning, read through the week, edit anything that does not sound quite right, and either schedule the posts or save them to publish manually. Once your voice profile is dialed in (usually after the first two or three weeks of edits), the review time drops because the drafts need less editing.
A general marketing tool like Buffer or Later schedules posts you have already written. It does not write anything for you. A virtual assistant can write content but does not know clinical ethics, board rules, or how a therapist actually speaks. Ariadne is the only tool that does both: it writes the content in your voice, and the constraints of clinical private practice are built into the platform so the output respects them by default. The practical difference is that you get the leverage of automation without the risk of a board complaint from something a less specialized tool would happily produce.
There is a whole category of AI tools now that learn a brand voice from your website and auto-post to every channel: Instagram, Facebook, LinkedIn, Google Business, and more. They are built for the widest possible market, which means clinical practice is an afterthought at best. A few things they tend to get wrong for therapists specifically: they suggest content types that would raise a board complaint (before-and-after showcases, engagement-bait questions, client-story-style posts), their ethics language is usually a vague "HIPAA-friendly" hedge rather than a hard rule that no client data ever enters the system, and their channel list stops at social scheduling: no referral-network CRM, no long-form SEO blog, no Facebook-group posts tuned to each group's own rules. Ariadne is built the other direction: narrow on purpose, for one profession's actual constraints, with the channels that profession actually uses.
You can, and some therapists do. The difference is what happens every week after the first one. ChatGPT starts over each session: you re-explain your practice, your voice, and your ethical constraints every time you prompt it, and it has no memory of what you edited last week or why. Ariadne builds a voice profile once, learns from every edit you make, knows the clinical-ethics rules that apply to your license by default, and hands you a full week of content (Google Business post, social draft, referral outreach, plus a monthly blog post) already organized by day, without you writing a prompt at all. If you have the time to prompt-engineer a general chatbot every week and remember your own board rules while doing it, that works. Ariadne is for therapists who would rather spend that time with clients.
The platform is built to be readable by someone who has never used marketing software before. The onboarding is seven steps, each one a clear question with examples. The weekly content view is a simple calendar with posts laid out by day. There is no scheduling logic to learn, no integrations to set up, no plugins. If you can read email and copy and paste, you can use Ariadne. And if you ever get stuck, [email protected] goes to a real person (Bryan), not a chatbot.
Yes. Cancellation is a single button inside the app. No email to support, no retention call, no five-step flow to talk you out of it. If you cancel mid-cycle you keep access until the end of the billing period. If something is not working, we would rather you tell us so we can fix it, but we will not get in your way if you want to leave.
Nothing is deleted. Everything Ariadne has ever drafted for you (posts, blog drafts, referral emails, your voice profile) stays attached to your account. If you resubscribe later, it is exactly where you left it. Cancelling stops billing and stops new weekly generation; it does not erase your history.
Because a real week of content, in your actual voice, costs real generation time to produce, and a permanently free tier would mean either throttling that quality or subsidizing it in a way that eventually shows up in the price for everyone else. Instead there is a full seven-day free trial with no credit card required: you get a real week of drafts before you decide, not a stripped-down preview.
Related reading
Laid off Monday, company by Friday. The honest version of how Ariadne got built: a Mac mini running Claude Code, an iPhone driving it from across the house, a therapist wife giving brutal feedback, and the one failed draft that became the entire product.
The blank Instagram box isn't a content problem. It's the quiet belief that you have to become someone else to fill it. A gentler way to think about what to post, for therapists who feel the pit in their stomach every time they open the app.
The reason marketing feels like bragging is that we picture it pointed at ourselves. Turn it around so it points at the person searching, and the discomfort mostly dissolves. A reframe for therapists and other helping professionals who go quiet the moment they have to describe their own work.
Spend the time you'd spend on marketing on your clients, your training, your family, your life. Ariadne does the part you didn't go to grad school for.
Not ready? Run the free audit first. Questions? Email [email protected]. Founder-built means you talk to us.