Why I Left TherapyDen: When a Values-Driven Directory Stops Living Its Values

Kari Rusnak
Oct 29
11 min read

Why I Left TherapyDen | A Therapist’s Investigation Into Transparency and Ethics

Kari Rusnak

A licensed therapist uncovers troubling inconsistencies in TherapyDen’s ownership and values. What happens when a “values-driven” directory stops living by its own ethics?

I joined TherapyDen because it looked like the kind of company I want to support; one that actually tries to live its values. I’d just left Psychology Today over their treatment of writers and their profit-first mentality, and TherapyDen’s mission seemed like a breath of fresh air. The founder’s blog article about why he started the platform is what drew me in. I didn’t need the advertising for new clients but decided to join the premium subscription to help take down the SEO monopoly of the larger profit driven directories. Turns out I was misled and misinformed about “who” I was buying into.

The site still proudly featured the name and voice of Jeff Guenther, LPC, the founder that many clinicians trust. After inquiring as to their openness to hiring writers for their blog, I learned that Jeff no longer owned or has any affiliation with TherapyDen. What followed was a weeks long deep dive through business records in three states and what I found raised serious questions about transparency, ethics, and where our listing fees are actually going.

Why I Joined (and Why It Mattered)

I’ve been in a solo private practice for 11 years, a published writer for 5 years, and officially an author in May of 2025. I’ve watched the mental health industry shift several times over the years and recently, avoiding supporting profit driven tech companies has been a priority. See my recent article about why I left Psychology Today. When I found TherapyDen, over 7 years after it was founded, I was surprised I’d never heard of it. Despite it being so hard to get SEO on the top results of Google I would have thought I would hear about it on social media. Turns out I actually followed Jeff on TikTok and didn’t understand why he never discussed TherapyDen in his content. When I googled it, I found lots of evidence that this was the same Jeff that owned and ran TherapyDen. So I joined to support the values, enthusiastic to see a white male acknowledging his privilege and pushing for change in our field.

The Offer That Didn’t Add Up

Right after I set up my TherapyDen profile, I reached out to the general contact email to inquire if they were hiring new writers for the blog. I got a response from Arlette, met with excitement, asking me to select topics I was interested in. I responded with selections and asked directly about compensation, even referencing my passion for fair pay after my experience as a contributor for Psychology Today. The response I got did not sit right for the image TherapyDen put out there. Compensation was paid in “exposure” and I should be thrilled to receive it.

My investigation began, I looked more into Jeff and thought this doesn’t seem like something he would find ethical and just. In my response I looped him in and let Arlette know why I cc’d him. I declined to work for free and explained why exposure was problematic as payment. I also screenshotted and highlighted a section on TherapyDen’s website where it was stated premium subscription fees were used to help pay writers letting them know that was misleading. My last comment was on the 9 page SEO writing guide Arlette attached to the article topic approved to me. It was a very involved professional grade content creation that deserved fair market pay and I even offered a suggestion for a trade off of 6 months of premium listing in exchange for one article, noting that would still be low on the typical pay structure.

The Ownership Question: TherapyDen and Transparency

I received a response from Jeff right away, to my surprise letting me know he no longer owned or was affiliated with TherapyDen. I was shocked I missed that but upon looking again, the website appeared to me that it was run by him. Even the welcome email I got after signing up was signed “Jeff”. A deep Google search led me to a Reddit comment stating Jeff sold the company in 2023 and this was the only evidence I found about that. I thanked Jeff for letting me know and explained the website didn’t acknowledge that and we had a few more brief exchanges where I showed him the misleading information and he let me know he couldn’t share why he left due to a contractual agreement. I responded to Arlette asking for clarification on who owns the company. When I sent a separate email after cancelling my membership asking for a refund due to misrepresentation of the website she responded to that and I was quickly provided a refund. She added “We understand the importance of accurately representing ownership, and we appreciate you bringing these issues to our attention. We are committed to resolving all these matters promptly.”

Following the Paper Trail

That discovery sent me down a rabbit hole of public records. I asked for a response to my other email regarding the blog and began my amateur investigation into who actually owns TherapyDen. I started on the Oregon business database based on Jeff’s location and saw TherapyDen, LLC was current with the most recent information stating "ADMINISTRATIVE DISSOLUTION". Jeff was still listed as the registered agent and administrative dissolution is generally defined as failure to report or file accurately. I theorized since annual reports stopped the year of the alleged sale that the new owners took over and no one alerted Oregon to that business being closed in the state.

I checked my credit card statement for the subscription charge which stated West Hollywood, CA as a location. I conducted a California’s business entity search and found a company “The Therapy Den, LLC” which formed in 2023 and terminated in 2024. It’s not clear to me if this is the same business as none of the names were tied to TherapyDen and was just described as a “Therapy Business” on the forms.

I scoured the TherapyDen website again and saw an address at the bottom of the site in Delaware. Google showed that was the location of a car detailing and mail drop business. I searched the business name on Delawares entity search. There is no owner or officer in those records either, just a registered agent company that one pays to handle filing of business documents and receiving official mail. There are thousands of anonymous LLC’s using the same address.

I also searched the domain name on WHOIS and found the name “Theophile Eliet” and the contact email being the general hello@therapyden.com. When I searched that name I found an Instagram with the bio “Co-founder @onlineasset.com private equity solutions”, several YouTube videos titled “How to INVEST before EXPATRIATING” along with “What the Rich Are Doing in 2025 (and You Aren't)” as well as “Analysis of my 8-figure assets (in complete transparency).”, and a website https://theophileeliet.com/ linking social media accounts. These all appear to be in French or dubbed in English. I reached out to the email listed and at this time have not received a response. I can’t confirm that this is the same person or even that they own the TherapyDen website, only that they are listed as the owner of the domain on GoDaddy. I do know that if this person is affiliated with TherapyDen it doesn’t fit the narrative of what Jeff started from my perspective.

When Arlette got back to me she confirmed the initial sale in 2023 was by “Online Asset” which is Theophile Eliet’s company. It left me to wonder why Jeff sold the website to an investor, I may never know as Jeff has not responded to further questions. Arlette told me it was actually sold again in 2024 by a “private individual, who is deeply committed to LGBTQ causes. From what I understand, the acquisition was driven more by conviction than by profit, as the sale price agreed with Online Asset was not financially attractive. The intent was to preserve and strengthen the inclusive mission TherapyDen was built on. The platform is now legally operated under BMIS LLC.”

When I searched BMIS I found a few things but no direct links to TherapyDen, only a company called budget management information systems, an acronym meaning business management investment services and a website bmis.online that appears to be a fake wordpress site hosted by a temporary domain registered very recently. The footer on TherapyDen’s website was changed to BMIS, LLC from TherapyDen, LLC. Both Delaware businesses are registered under hidden registered agents. I was left with more questions and no clear answer.

Arlette would not name the newest owner but gave me an odd story on why “he” bought the website. He was a user himself who saw his therapist’s practice get bought out by an investor and his therapist eventually stopped practicing due to feeling disillusioned and exploited. He bought TherapyDen so it didn’t suffer the same fate. The story struck me as oddly familiar in theme and in language. The narrative about a therapist’s practice being sold to private equity, aggressive profit targets, and a personal commitment to LGBTQ inclusion closely mirrored information from my website, blog posts, and things mentioned in emails. It felt less like an authentic account and more like my own words repackaged into a marketing story.

Arlette said the values today “inclusivity, transparency, and community remain exactly the same” as Jeff’s original values. In my opinion I don’t see transparency if I can’t even get a clear answer on ownership or why the website was sold in the first place. I find it hard to trust the information I was told without transparency. Arlette also said, “My personal focus, and that of everyone involved, is to protect the integrity of the directory and ensure it continues to be a safe, supportive, and trustworthy resource for both professionals and clients.” I just don’t see the evidence, and I don’t feel safe using their service.

What This Means for Clinicians

What do all these unanswered questions mean? I’m still left wondering Is TherapyDen legit? Therapists are paying for a directory advertising service whose ownership and legal status remain unclear and hidden. There is no transparency about who is collecting membership fees and what they are doing with the clinician’s information. There have been accusations online on forums for therapists that therapists’ data has been sold to other companies. We have been down this road before of companies stealing our information to make fake directory listings that imply the therapist can be contacted directly when in reality they are funneled to large companies and have no affiliation with the actual therapist. The values driven messaging and origin story of TherapyDen is now meaningless without the accountability. In my opinion, the current operation raises serious concerns about misrepresentation and the continued use of Jeff’s name for two years after he left.

What This Means for Clients

Can you trust a company that isn’t honest with their subscribers? It may even lead one to wonder about therapist business ethics. I would question leaving my personal information on the contact form used to connect to the therapists on TherapyDen when the motives of the company are unclear. When clients search for a therapist, many for the first time in unfamiliar territory, they are vulnerable and in a place where they are ready for help. When large profit driven companies monopolize the SEO space, it makes it really hard to find a therapist directly. Clients often think similar directories are the therapist’s actual website. To me this means the sites are nowhere near clear and direct enough for potential clients to understand their role.

My Attempt to Resolve It

I was granted my refund but this isn’t about my $30. I want to know who they are, what happened with Jeff, and I want the clinicians unknowingly using this sham website to hear the truth.

There is an unfortunate theme seen in the mental health field lately. We have large profit driven tech companies fronting as empathetic mental health advocates. I am saddened that a vulnerable population is being targeted in the name of capitalist greed but that is a whole separate article. Back in 2014 when I first listed on Psychology Today the business was registered in the Cayman Islands, a common place businesses register to avoid taxes. Why would a mental health company need to do that when they could just register as a non profit?

Betterhelp was founded by an Israeli entrepreneur and investor and found itself in several controversies including with the FTC. In 2023, BetterHelp agreed to pay $7.8 million to settle Federal Trade Commission charges that it shared customers' sensitive mental health data with Facebook, Snapchat, and other companies for advertising purposes despite promising to keep such information private.* AP News. 2 March 2023.

There are many other examples of online mental health platforms or insurance credentialing practices being invested in by large tech companies and insurance companies creating big conflict of interest concerns. The independent therapist struggles to accept insurance when large deals are negotiated with these companies. Monopolization of the market has created control over reimbursement rates and prioritizes profit over therapist and client well-being.

Will TherapyDen be added to this list of concerning companies misleading the general population?

I am not against people earning a comfortable living in the mental health field. This is about ethical business practice. It’s not only about values, but transparency, consent, and accountability. Companies imply they have been founded to help therapists or clients struggling with mental health when in reality the business is seen as a new way to squeeze profit out of a vulnerable population. In my investigation I was disheartened at the very few examples of companies practicing with integrity.

Closing: A Call for Integrity

Although since my inquiry TherapyDen has removed Jeff as being listed as the owner on their website, the question still remains, “Who owns TherapyDen?” Transparency shouldn’t be optional when you advertise yourself as a values driven directory founded by a man who recognized his own privilege and is passionate about justice in the mental health field. I’m still asking TherapyDen for clarity on who they are. Until then, I won’t support or recommend it and I’m left to wonder about worst case scenarios.

Transparency isn’t optional in mental health, it’s the foundation of trust.

I will continue the investigation into mental health tech accountability, subscribe to my substack karirusnak.substack.com stay tuned. My plan is to continue to explore the concept of ethical marketing in therapy.

I also have a call to action for Jeff; despite a possible non disclosure agreement he still has responsibility for letting his followers know his lack of affiliation. I asked him if I missed a public announcement and if there was anything he’d like to share. He did not respond or comment. His social media presence still criticizes companies like Betterhelp and I can’t help but see the incongruence especially as available records suggest TherapyDen was sold to Online Asset, a company that appears to operate in the website acquisition and investment space.

Transparency shouldn’t stop where contracts begin, not when trust is the currency of our profession.

Check out my companion episode on my podcast here: https://bothsidesofthecouch.buzzsprout.com/

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Disclaimer

The information in this article reflects my personal experience and findings based on publicly available records, archived webpages, and direct correspondence with TherapyDen representatives. All corporate filings and ownership data referenced are matters of public record. The opinions expressed are my own and are offered in good faith to promote transparency and ethical practices within the mental health profession. Readers are encouraged to verify information through official state business registries and public sources.

This piece is shared for informational and professional awareness, not as legal advice.