About Us

Finding Inspiration in Every Turn

When developing our service, we began by listening. We conducted in-depth research, engaging directly with clients and therapists to understand what truly matters to them. Their insights shaped every aspect of our approach.

The result is a service built around individual needs, grounded in person-centred care, and designed to feel genuinely supportive at every step. Our values reflect this commitment, ensuring we deliver a bespoke, thoughtful, and meaningful experience for every person we work with.

Our Founders

Dr Sam Price

Co-founder, Innovation and Co-Design Lead

Counselling Psychologist

I care deeply about making the first step into therapy feel easier and more thoughtful. My work focuses on designing a process that helps people find therapists whose approach genuinely fits them.

By bringing together insights from clients, clinicians, and therapeutic research, I help shape how our matching works. This means looking not just at what someone is struggling with, but how they build trust, process emotions, and create change. The goal is to make finding the right therapist more intentional, so people can start therapy with greater confidence.

Natalia Parry-Vaughan

Co-founder, Client Experience Lead

CBT Therapist

I focus on creating a warm, thoughtful experience for both clients and therapists. I help build and support a diverse, collaborative community of clinicians within our network, ensuring they feel connected and valued so they can do their best work.

By bringing together therapists with different backgrounds, specialties, and ways of working, we’re able to offer clients a wider range of perspectives and approaches. My goal is to make the process of finding and starting therapy feel clear, welcoming, and genuinely supportive from the very beginning.

What inspired you to create Fable?

Sam

We believe deeply in the power of traditional therapy, but we also saw how difficult it can be for people to find a therapist who truly fits them. At Fable, we’re curious about what works best for each individual and how thoughtful matching can help people start therapy with confidence. By bringing together client insight, clinical expertise, and research, we aim to make finding the right therapist more guided, personal, and effective.

Natalia

After more than a decade working in mental health across in-patient care, the NHS, and universities, I’ve seen how vital access to the right support can be. I’m passionate about creating a thoughtful online space that connects people with therapists whose expertise and style truly fit their needs.