02 — Therapy marketplace
Grow a marketplace without breaking trust.
Welldoing. A therapy network that had outgrown its platform. We rebuilt so the business could keep growing.
The venture
Welldoing was already a working business — verified therapists, a matching service, thousands of successful introductions. Growth was the next chapter. The old stack was the ceiling.
What we did
We named the venture problems first — growth, reliability, practitioner experience — then rebuilt in phases so Welldoing kept matching people while the foundations changed. Architecture that assumes more traffic and more features, not another emergency rewrite.
The problems
Demand was outrunning the platform.
More clients and practitioners meant slower, more fragile journeys at the exact moment the brand’s reputation mattered most.
The product was holding both sides back.
Therapists and clients were working around the system. That is a venture problem, not a cosmetic one.
A weekend cutover would have put the business at risk.
A live therapy marketplace cannot freeze while someone rewrites everything. The rebuild had to ship in phases.
What that meant for the venture
- Faster search, match and booking journeys
- A platform that can take the next wave of practitioners
- Releases the team can plan around
- Room to add product without starting again