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 baked into the model itself.
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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 baked into the model. 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 or twice 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 baked into the model. 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.
Two social posts 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.
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.
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.
Pricing
Full Thread is the only plan. Everything described on this page is included. 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.
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.
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 model 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.
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.
Related reading
A practical, no-ads playbook for therapists who want to get found on Google. The three layers that matter, the order to build them, and the honest timeline. Includes pointers to deeper walkthroughs of each piece.
Thirty adaptable social media post ideas for therapists, organized by type. Educational, reflective, practice updates, modality explanations, and gentle reframes. Each one is post-able in three minutes once you have the structure.
A practical guide to building a therapist referral network without the salesy parts. The seven categories of referral partner, the introduction letter that gets read, and the honest 2-5 year timeline.
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.
Questions? Email [email protected]. Founder-built means you talk to us.