Our story
Therapy is hard work. Marketing it shouldn't be.
I built Willow Practice for clinicians who'd rather spend their week with clients than wrestling with website builders, SEO plugins, and stock-photo carousels.
Jake Oliver
Founder, Willow Practice
From the founder
Hi, I'm Jake.
I built Willow Practice after helping my mom — a grief and trauma therapist with 20 years of experience — replace her outdated therapy website with something she was actually proud of. It took one hour.
That experience made something clear: therapists deserve a better web presence than what's out there. And group practices — where five or eight talented clinicians share one generic page — deserve infrastructure that reflects the quality of their team.
Before Willow Practice, I spent my career in financial services at Morgan Stanley and leading fintech companies, building platforms that help professional service firms present themselves and scale. I built Willow Practice to bring that same thinking to therapy practices.
I personally onboard every new practice. If you sign up, you're working directly with me — not a support team, not a contractor. Me.
If you have questions before getting started, reach out directly at jake@willow-practice.com.
Why I built this
Willow Practice started with a frustration I kept hearing from therapist friends: the tools available for building a practice website were either expensive directory subscriptions that all looked the same, or general-purpose website builders that demanded hours of fiddling and never quite understood what a clinical practice actually needs.
So I made the thing I wished existed — a builder that knows you need to talk about insurance, fees, sessions, specialties, and your approach. That writes a draft of your bio with you, not for you. That hands you a calm, professional site you can be proud of without three weekends of work.
I don't take VC money. I answer my own support email. And I'm building Willow Practice for the long haul, the same way you build a practice.
What we believe
Three quiet principles
Clinicians first
Every product decision starts from the question: would this make a working therapist's life easier? If the answer's no, I don't ship it.
Calm by default
Therapist sites should feel like the inside of a good practice — quiet, considered, trustworthy. Not loud, not pushy, never a marketing funnel.
Built to last
I'm not chasing exits. I'm building a tool you can rely on for years — the same way your clients rely on you.
I want to give every private-practice clinician a website they're actually proud to send to a new client — without taking a single hour away from the work that matters.
— Jake Oliver, Founder