What I Think About Psychology Today (As Someone Who Built a Competing Platform)

If you’ve ever Googled “find a therapist,” chances are you’ve landed on Psychology Today.

It’s the default directory for therapists across North America. The website has been around for years (since the ’80s, actually, when it started as a print magazine). It’s massive, it’s familiar, and—whether we like it or not—it’s where many people start their search.

As someone who founded a Canadian platform to help people find the right therapist, I have a lot of respect for what Psychology Today has built. But I also think it’s time we talk honestly about the client experience on the site.

Here are the pros and cons of using Psychology Today to find a therapist—from my perspective, and from the hundreds of people I’ve heard from who’ve tried PT.

The Pros of Using Psychology Today

There are many pros to using Psychology Today. After all, they are the OG in the space.

It's the biggest

Psychology Today has more therapists listed than any other directory. It’s a one-stop-shop with incredible volume—especially in big cities. More listings means more options, which can be a good thing.

Filter by what matters

You can search by specialty, insurance coverage, gender, language, and more. If you’re looking for someone who works with anxiety, or a therapist who speaks Spanish, there’s a filter for that.

Everyone has a photo (and sometimes a video)

Most therapists upload a headshot, and some include a short video—usually about 15 seconds. It’s a quick way to get a vibe check, even if the videos can feel a bit awkward or outdated.

Standardized format

Every profile lives in the same general layout. It’s not beautiful, but it’s predictable. You’ll usually see a description, specializations, treatment approaches, fees, and contact info. You can send a message or sometimes call directly.

The Cons of Using Psychology Today

Here’s where things start to fall apart—especially if you’re trying to find the right therapist, not just any therapist.

It’s overwhelming

Because there are so many therapists listed, it’s hard to know where to start. Hundreds of profiles can show up in a single search. And frankly, they all start to sound the same.

It’s often written for other therapists—not for you

Most therapists write their profiles themselves. Which means it’s often filled with clinical jargon or academic language like “I use a psychodynamic, trauma-informed, integrative approach to care.” As a client, that’s… not helpful. You want to feel seen, not confused.

The profile text is unstructured

There’s no format or guidance. One therapist might open with pricing, another might bury their approach in a wall of text. Many skip important personal info altogether—like whether they identify as LGBTQIA+, their cultural background, or their lived experiences.

Videos can feel awkward or unprofessional

Some therapists upload selfie-style videos asking clients to call or email them. It’s well-intentioned, but rarely feels authentic. Often, the videos aren’t edited, and the message isn’t clear.

There’s no direct booking

You can’t book sessions directly on Psychology Today. You have to send a message or leave a voicemail—and then wait. And wait. Sometimes the therapist isn’t even accepting new clients, but their profile still says they are.

There’s no accountability

If a therapist never replies to your message, you have no recourse. There are no reviews, no tracking, no confirmation if they’re even active. It can be a frustrating, dead-end experience that leaves people feeling ignored.

It's not Canadian

Psychology Today is not Canadian, and in fact, they are not even American. They are based in the Cayman Islands which, um, raises a few questions...

How First Session Is Different

I built First Session because I saw people struggling with exactly this. In fact, Psychology Today circa 2018 was a core motivator for me to create First Session.

It's now 2025 and we've helped well over 10,000 Canadians find a therapist. Here’s what we do differently:

Mandatory, curated therapist videos (not awkward selfies)

Every therapist on First Session has an introductory video, which our team creates with them. If a therapist wants to use their own video, our tell them politely, "no".

The videos we create with our therapists are unscripted and human. We literally interview them, and ensure they are not reading a script. The videos are designed to help you feel what it might actually be like to sit down with that person. Overwhelmingly, clients value these videos, which is why we make this mandatory.

Instant online booking

If a therapist is available, you can book them right from their profile—no back-and-forth, no ghosting. And if they’re not available, we make that clear. We also move therapists to "waitlist" if there is no availability visible.

Enforced accountability

We ask therapists to keep their profiles updated, respond to inquiries quickly, and only show availability if they’re accepting new clients. If they don’t, we follow up. In some cases we remove therapists from our platofmr if they can't meet these requirements. Clients deserve better than radio silence.

Structured, human profiles

Our therapists answer thoughtful prompts—about their identity, their background, and their approach—so you can actually understand who they are and how they work. We ensure the language they use is simple, and doesn't require a degree in counselling psychology to understand.

Advanced filters

Looking for a BIPOC therapist who works with ADHD and offers online sessions? You can filter for all of that. It’s built with real client needs in mind.

Final Thoughts

Psychology Today isn’t “bad.” It’s just too big. Too overwhelming.

If you’re looking for the most therapists in one place, it’s a fine place to start.

But if you’re looking for the right therapist for you—someone you can connect with, book with, and trust—there are better ways.

That’s why I built First Session.

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