Pub. August 27, 2026Upd. August 31, 20264 min read

Welltory × BetterHelp

From a Campaign to Ongoing Cooperation

Alexandra Yanitskaya

Partnership Marketing Manager

How a targeted, multi-channel test became an always-on CPA partnership connecting high-intent health audiences with access to online therapy.

About BetterHelp

BetterHelp is the world's largest online therapy platform and one of the most recognized names in digital mental health. Founded to make therapy more accessible, the service has helped more than 5 million people worldwide and works with a network of over 31,000 licensed therapists. BetterHelp is part of Teladoc Health, Inc. (NYSE: TDOC), a global virtual-care company that generated approximately $2.53 billion in revenue in 2025; the BetterHelp segment alone contributed $950.4 million.

That combination of brand reach, clinical-provider scale, and a fully digital experience gives BetterHelp a clear growth opportunity: finding more people who are already thinking seriously about their health and may be ready to take the next step toward professional mental health support.

Challenge: Reaching People at the Right Moment

BetterHelp was looking for new customers experiencing stress or anxiety and seeking meaningful support. The challenge was not simply to buy more traffic. Mental health decisions are personal, and broad-reach advertising can miss the context that makes an offer feel relevant. BetterHelp needed access to a trusted, health-conscious audience - and a way to introduce therapy at a moment when users were already reflecting on their wellbeing.

The acquisition channel also had to prove its value beyond clicks. The real test was whether Welltory traffic would convert into purchases at a sustainable rate and support an ongoing performance-based relationship.

Solution: Connecting Insight with an Actionable Next Step

Welltory has 17 million app installs and helps people understand stress, recovery, sleep, and other signals from wearables and health sensors. Stress and anxiety are among the top health needs reported by its audience, alongside ongoing concerns such as chronic pain, sleep problems, weight, and blood pressure. This created a strong contextual fit: many Welltory users were already paying attention to how stress affected their health, while BetterHelp could offer a concrete option for those who wanted professional support.

The teams built a communication plan around that overlap. BetterHelp was introduced through Welltory's owned channels, including email, in-app Stories, banners, and push notifications. Rather than presenting therapy as a generic promotion, the campaign positioned it as a relevant next step within the user's existing health journey. The messaging carefully connected awareness of stress with the option to seek support, without implying that every physiological stress signal requires therapy.

Using several touchpoints allowed the teams to compare response patterns, learn which framing resonated, and refine how the offer was presented. The strongest message was not about advertising therapy to everyone; it was about matching a useful service with users whose needs and intent made the offer timely.

Results: From One Campaign to an Always-On CPA Partnership

The campaign demonstrated that Welltory could deliver more than reach: its traffic converted into BetterHelp purchases. Today, that traffic achieves an average purchase conversion rate of 3.3%. The verified performance gave both teams a basis to move beyond a one-off campaign and continue the partnership under a CPA model, aligning commercial value with completed customer actions.

BetterHelp now has an ongoing presence in the Welltory app through the Menu tab, so the offer remains available after the campaign window closes. This extends the useful life of the original media investment and places the service inside a relevant, recurring user journey rather than limiting it to temporary placements.

We’re very encouraged by the strong engagement and performance of the BetterHelp launch.

Andrew Santore, Senior Partnership Manager

The collaboration also established a repeatable operating model: identify a real overlap in user needs, activate the most relevant audience across owned channels, test the message and placements, measure downstream conversion, and preserve the experience that continues to deliver value. What began as a campaign is now an ongoing acquisition channel - one that can evolve as audience behavior, partner goals, and performance data change.