BetterHelp Launches “We Believe in Better” Campaign, Highlighting New Mental Health Outcomes Data
BetterHelp, a leading online therapy platform, has launched “We Believe in Better,” a new U.S. brand campaign focused on the different ways people define personal improvement and the role therapy can play in helping them move toward it. The campaign emphasizes BetterHelp’s broader mission of making mental health support more accessible while recognizing that each person enters therapy with individual experiences, goals, challenges, and expectations.
Built around the message “Better is personal. Therapy should be too,” the campaign presents a view of mental health care that places individual needs at the center of the therapy experience. Rather than defining improvement through a single standard, BetterHelp’s new campaign highlights the idea that “better” can mean something different for every person.
For some individuals, better may represent a small but meaningful change in daily life. For others, it may involve overcoming persistent mental health challenges, developing healthier ways of coping, improving relationships, or gaining greater confidence in navigating everyday situations. The campaign aims to demonstrate that therapy can support people across this broad range of personal goals.
The launch also coincides with the release of BetterHelp’s latest Clinical Outcomes & Quality Report, which provides insights into outcomes among U.S. clients using the platform. The company is using the findings to reinforce its focus on measuring the experiences and outcomes of people receiving care through its platform.
A Campaign Focused on Personalized Mental Health Care
The central idea behind “We Believe in Better” is that there is no universal definition of what it means to feel better. Mental health journeys differ significantly from one individual to another, and the type of support that is useful for one person may not necessarily be appropriate for another.
BetterHelp says this philosophy extends beyond the therapeutic relationship itself. It also applies to how individuals find a therapist, how they access services, how they pay for care, and how they evaluate whether therapy is helping them achieve their goals.
The company is seeking to address these different parts of the mental health experience through its platform. Individuals can access therapy through BetterHelp’s subscription model as well as through insurance options available on the platform.
Fernando Madeira, President of BetterHelp, said the company has spent more than a decade working to expand access to mental health support. According to Madeira, the platform has helped more than six million people access mental health services while also providing therapists with opportunities to connect with clients and develop their practices.
The new campaign builds on that objective by emphasizing accessibility and attempting to simplify some of the administrative and operational challenges associated with delivering therapy.
For BetterHelp, the campaign is therefore not positioned simply as a traditional advertising initiative. It also represents an opportunity to communicate the company’s broader approach to mental health care, including its focus on clients, therapists, clinical quality, technology, and access.
New Clinical Outcomes Data
An important component of the campaign is BetterHelp’s latest Clinical Outcomes & Quality Report. The report analyzes data from U.S. clients and examines outcomes among individuals who met specific criteria for inclusion in the analysis.
According to BetterHelp, 78% of clients with elevated depression symptoms who met the analysis criteria demonstrated symptom improvement within 12 weeks. The report also found that 75% of clients with elevated anxiety symptoms who met the analysis criteria showed symptom improvement within the same 12-week period.
The company also reported strong ratings for the therapeutic relationship. Clients rated their relationship with their therapist 4.8 out of 5, which BetterHelp says reflects a strong therapeutic alliance.
These findings are being highlighted alongside the campaign to demonstrate the company’s focus on measuring the experience and outcomes of people receiving therapy through its platform.
Russell DuBois, Ph.D., Vice President of Clinical Quality, Operations and Innovation at BetterHelp, said the company believes its scale provides an opportunity to collect and evaluate real-world outcomes data. The company can use these insights to better understand client experiences and identify opportunities to improve the quality of care delivered through its platform.
The emphasis on outcomes also reflects a broader trend across digital health and behavioral health services, where technology-enabled providers are increasingly focusing on demonstrating the effectiveness, quality, and accessibility of care rather than measuring success solely by the number of people who can access a service.
For BetterHelp, the new report provides a way to connect its brand message with measurable information about client experiences.
Expanding Access Through Insurance
Another major component of BetterHelp’s strategy involves expanding access to therapy through insurance.
For many people, the cost of mental health care can be an important consideration when deciding whether to seek treatment. By supporting insurance-based access, BetterHelp aims to give more individuals an opportunity to use therapy while also providing therapists with infrastructure designed to simplify administrative processes.
Therapists who accept insurance through BetterHelp can receive support with areas such as credentialing, health plan enrollment, claims processing, and reimbursement. According to the company, these services are provided at no cost to participating therapists.
As of July, BetterHelp said it had credentialed more than 8,000 therapists to accept insurance through its platform.
The company views this infrastructure as part of the support it provides to clinicians. Instead of requiring therapists to manage every administrative aspect of insurance participation independently, BetterHelp handles several processes on their behalf.
This approach is intended to allow therapists to spend more time on clinical work while reducing the administrative burden associated with insurance-based practices.
Technology Designed to Support Therapists
BetterHelp is also highlighting technology and resources designed to support therapists as part of the “We Believe in Better” launch.
Among these resources are optional AI-powered documentation tools intended to help therapists draft and organize treatment plans, progress notes, and intake assessments.
The company emphasizes that therapists remain responsible for clinical decisions and that AI-generated content is reviewed and approved by the therapist before being incorporated into a client record.
The introduction of AI-assisted documentation reflects the growing role of artificial intelligence in healthcare administration and clinical workflows. Documentation can consume significant amounts of a clinician’s working time, and tools designed to assist with drafting and organization may help reduce some of that workload.
BetterHelp positions its technology as a support mechanism rather than a replacement for professional judgment. The therapist remains responsible for reviewing the information and determining what is clinically appropriate.
For clinicians managing multiple administrative responsibilities, such tools could potentially create additional time for direct interaction with clients and other elements of practice management.
Supporting Independent Therapists
BetterHelp’s platform is also designed to support therapists in maintaining independent professional practices.
The company says therapists using its insurance services can access resources that address various aspects of clinical and practice operations. These include clinical escalation pathways, documentation guidance, and clinical quality feedback.
BetterHelp also provides 24/7 crisis support for U.S. clients outside of session hours, adding another layer of support to its platform.
The company argues that these resources can help therapists maintain their professional independence while giving them access to infrastructure that may otherwise require significant time and resources to establish independently.
Nathaniel Reed, LCSW, LCSW-C, a BetterHelp therapist since 2021, described his experience using the platform’s insurance services as positive. According to Reed, the credentialing process was straightforward and reduced administrative barriers associated with growing an insurance-based caseload.
Reed also said BetterHelp’s AI-powered documentation tools have reduced the amount of time he spends on charting, estimating that his documentation time has been cut by approximately half.
His comments provide a practitioner perspective on the potential operational benefits of technology-enabled administrative support.
Continued Investment in Security
As a digital mental health platform, information security remains another important area for BetterHelp.
The company recently achieved HITRUST r2 recertification following an independent assessment of its security controls and practices. BetterHelp says the achievement reflects its continued investment in information security.
Protecting sensitive health information is particularly important in behavioral healthcare, where individuals may share highly personal information as part of the therapeutic process.
As online therapy platforms expand and incorporate additional digital technologies, security and privacy considerations remain central to maintaining user confidence. BetterHelp’s emphasis on security therefore forms another part of its broader effort to demonstrate quality across the platform.
National Campaign Rollout
“We Believe in Better” will roll out nationally across the United States through an anthem video as well as digital and social media content.
The campaign is designed to explore different interpretations of the word “better” and connect those perspectives to the role therapy can play in people’s lives.
Sara Brooks, Chief Growth Officer at BetterHelp, said the campaign was informed by the understanding that individuals approach therapy with different experiences, goals, and needs. She also emphasized the idea that improvement should not be viewed as a final destination.
That philosophy is reflected in the campaign’s central message. Instead of suggesting that therapy produces a single defined endpoint, BetterHelp is positioning therapy as an ongoing process that can help people work toward personal goals and navigate changes over time.
The approach also allows the company to communicate with a broad audience. People considering therapy may be seeking help for different reasons, and the campaign seeks to recognize that diversity rather than presenting one standardized definition of mental health improvement.
Connecting Clients, Therapists and Technology
The launch of “We Believe in Better” brings together several areas of BetterHelp’s business strategy: consumer mental health access, therapist support, clinical outcomes, insurance, technology, and information security.
For clients, the campaign emphasizes personalization and access to therapy. For therapists, BetterHelp is highlighting resources intended to reduce administrative burdens and support independent practices. For the broader healthcare industry, the company’s clinical outcomes report demonstrates an effort to evaluate the results and experiences associated with its digital care model.
The company’s focus on outcomes is particularly significant as digital mental health services continue to evolve. As more patients use technology-enabled healthcare services, providers face increasing expectations to demonstrate not only accessibility but also quality and measurable results.
BetterHelp’s latest report and the “We Believe in Better” campaign are designed to address both elements. The company is communicating its scale and accessibility while also highlighting clinical outcomes and the therapeutic relationships experienced by its clients.
A Broader Vision for Mental Health Access
The campaign ultimately reflects BetterHelp’s broader vision of making therapy more accessible while supporting the professionals responsible for delivering care.
The company says it has served more than six million people over more than a decade, and its latest initiatives focus on expanding that reach through multiple pathways, including subscriptions and insurance.
At the same time, BetterHelp is investing in tools that are intended to support therapists with administrative tasks, documentation, credentialing, reimbursement, and other operational requirements.
By combining consumer-facing messaging with new outcomes data and therapist-focused resources, “We Believe in Better” represents a broader statement about the company’s direction.
The campaign’s central message—that better is personal and therapy should be too—places individual needs at the center of that strategy. Whether improvement involves managing symptoms, developing new coping strategies, strengthening relationships, or simply making a meaningful change in everyday life, BetterHelp is presenting therapy as a personalized process rather than a one-size-fits-all experience.
With its national campaign rollout, new Clinical Outcomes & Quality Report, expanded insurance capabilities, therapist resources, AI-enabled documentation tools, and continued investment in security, BetterHelp is positioning its platform around a combination of accessibility, personalization, measurable outcomes, and professional support.
The company says its work toward “better” is ongoing, reflecting the belief that mental healthcare should continue to evolve alongside the needs of the people and professionals it serves.
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