UberTherapy: The New Business of Mental Health

by Elizabeth Cotton

UberTherapy is the essential guide to the rise of digital therapy for anyone working in, researching or using mental health services.


This timely book explores the emerging uberization of therapy through algorithmic control, datafication of despair and attrition by design. Analysing the deployment of e-commerce business models, this book makes a compelling case that the rise of ‘therapeutic Tinder’ allows would-be clients to sidestep the deep, uncomfortable work of therapy. UberTherapy offers a defence for the irreplaceable value of human therapists and a roadmap for preserving the legacies of real therapy in the digital world.

146 pages, Kindle Edition

Published October 27, 2025

About the author

Dr Elizabeth Cotton is a writer and educator working in the field of mental health at work. She teaches and writes academically about employment relations and precarious work, business and management, adult education, team working and resilience at work. She blogs as www.survivingwork.org and @survivingwk and runs the Surviving Work Library, a free resource for working people on how to do it. She writes a bi-monthly column for theconversation.com Battles on the NHS Frontline – looking at the realities of working life in health and social care sectors such as bullying, the impact of outsourcing and racism in the NHS.