15 Aug 2025 ● Harmonia Careers
The Rise of Online Counselling Platforms: Implications for UK Practitioners
From global providers such as BetterHelp to UK-based services like Spill, Kooth, and OneBright, online therapy platforms are changing the way people seek and receive therapeutic support. The pandemic accelerated this shift, but the transition to virtual practice was already well underway.
For counsellors and psychotherapists, this evolution offers both opportunities and challenges—impacting not only individual ways of working but also the broader direction of the profession.
So, what are the pros and cons of taking on this kind of client work?
By 2023, nearly one in three NHS mental health treatments were delivered online—a dramatic shift from just 10% in 2017. Digital therapy is no longer a contingency plan; it’s integral to modern mental healthcare.
Benefits
Flexibility and Convenience
Working online offers therapists greater control over their schedules, the ability to work from home, and reduced overheads compared with a traditional office setting. This flexibility can improve work–life balance and make it easier to maintain a consistent caseload, particularly for part-time practitioners or those building a private practice.
Accessibility and Reach
Online platforms allow therapists to reach clients who might otherwise struggle to access support due to geographical, physical, or time constraints. This includes clients in rural areas, those with mobility issues, or individuals with busy schedules who benefit from flexible appointment times. Platforms can also connect practitioners with a more diverse client base, broadening their experience and exposure.
Professional Development
Platforms often provide training, supervision, and support for online work, helping therapists develop digital competencies. Being part of a well-known platform can also enhance professional visibility, providing opportunities for networking and potential referrals to private practice or specialised services.
Reduced Overheads
By outsourcing your counselling services to an established online platform, you can eliminate many of the costs associated with running a traditional practice. There’s no need to rent a consulting room, pay for utilities, or maintain premises insurance, and travel expenses are also reduced or eliminated.
For part-time practitioners, newly qualified therapists, or those testing the waters of private practice, this model can make delivering therapy more financially viable while allowing you to focus on client care rather than administrative overheads.
Steady Client Flow
Outsourcing your services to a larger online therapy platform can provide a consistent stream of client referrals, reducing the need to spend time on marketing or building your own client base. This steady flow is particularly valuable for newer therapists or part-time practitioners, helping to establish a reliable caseload while gaining exposure to a wider range of presenting issues. Over time, it can also support the development of your reputation and experience, which may benefit future private practice or paid employment opportunities.
Considerations
Clinical Appropriateness
Not every presenting issue is suitable for online delivery. While research supports the effectiveness of digital therapy for mild to moderate anxiety and depression (see Andrews et al., 2018, The Lancet Psychiatry), cases involving complex trauma, active psychosis, high suicide risk, or safeguarding concerns often require in-person contact or integrated multi-agency support.
Therapeutic Presence
Many therapists successfully establish strong alliances online, especially with clients comfortable in digital spaces, but some find that reduced access to body language, micro-expressions, and subtle environmental cues impacts the depth of attunement.
Ethics and Safeguarding
Ethical practice in online counselling requires robust contracting, explicit informed consent, and clear protocols for emergencies, especially if the client is outside your local area. It’s essential to establish what will happen if the connection drops during a crisis or if you suspect imminent risk. BACP, UKCP, and other professional bodies offer clear guidance on online practice.
Commercial Models
Many large online counselling platforms operate on commission-based or fixed-fee-per-session systems. While this can provide a steady stream of clients, the rates are often lower than in independent practice. For example, a therapist might receive £25 to £30 for a 50-minute session, while the client is charged £60 to £80, with the platform retaining the difference.
Contracts may also include restrictions on client contact outside the platform, as well as policies regarding session availability, cancellations, and fees. This can limit therapists’ autonomy and create dependency on the platform’s business model, potentially affecting income stability and work–life balance.
Despite these limitations, platforms can be useful for building a caseload, reaching new clients, and gaining online experience. Practitioners should carefully weigh the trade-offs, review contractual terms, and consider how platform work fits with their broader private practice goals.
Data Protection and Security
UK practitioners must comply with the General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. This means ensuring that the platform used for online counselling services employs end-to-end encryption, secure data storage, and is transparent about where its servers are located, preferably within the UK or European Economic Area (EEA) to ensure compliance.
A notable case highlighting the importance of data protection is the Federal Trade Commission (FTC) settlement with BetterHelp, a prominent online therapy platform. As a result, BetterHelp agreed to pay $7.8 million to affected consumers and was banned from sharing consumer health data for advertising purposes in the future. This case underscores the critical importance of safeguarding client data and adhering to privacy commitments.
While BetterHelp has made commendable strides in enhancing its data protection and security measures, practitioners considering any online platform should stay informed about its data handling practices and assess whether they align with their professional and ethical standards.
Final Thoughts
Online counselling platforms present both opportunities and challenges for UK therapists. On the positive side, they offer accessibility, flexibility, and reduced overheads, making it easier for practitioners to reach a wider client base and maintain a steady caseload. Platforms can also provide professional support, training, and exposure, which is especially valuable for newer practitioners or those looking to expand their digital skills.
However, there are important considerations around clinical appropriateness, ethics, and data security. Practitioners must also navigate contractual limitations, lower per-session fees, and ensure robust safeguarding and GDPR compliance when working through platforms.
Ultimately, whether to engage with an online platform depends on the therapist’s practice goals, client needs, and professional values. Thoughtful consideration of both the benefits and limitations can help UK counsellors and psychotherapists make informed decisions, ensuring that client care remains the central focus while leveraging the advantages of digital delivery.
