When consumers ask and online therapy responds. The Unobravo business case

The paper investigates the development of a new business model for the delivery of psychological therapeutic services through the web. It explores the business case of Unobravo, which is a successful pioneer in such digital transformation and it is in constant growth. This case is particularly interesting because it represents more domains of innovations at once. We thus explored a number of key themes that concur in a radical transformation of traditional business models in the field. The first central theme we analysed is the digitalization of psychological therapy, which includes the overcoming of traditional requirements for conducting psychotherapy: the importance of spatial therapeutic ‘setting’ and how it can be substituted within online remote communication in accordance with the vast literature on digital therapy. Secondly, we discussed the adaptation to patients demand for online communication and services in line with recent market trends following the Covid pandemic. Our investigation thus discusses the Unobravo business case in the light of an on-going massive transformation that sees the shift of traditional services to online platforms requiring investments in service and human-centred technology design. Another central theme we explored concerns the choices made by Unobravo for the management of psychotherapists as distant workers and the substantial services addressed to them in terms of both training and psychological well-being. Primary and secondary data collection served the aim of providing a full overview of Unobravo business model, explaining the impact of concurrent innovative solutions merged with on-going market and cultural transformations.