Built by listening, shaped around you
Our Story
Fable Psychology was founded by two practitioner psychologists with experience across clinical and applied settings. That background shapes how we think about therapy, and more importantly, how we approach matching.
When we created our therapist matching service, we started by listening closely to both clients and therapists. We wanted to understand what really helps people find the right therapeutic support, and why so many people struggle to connect with a therapist who truly fits their needs.
What we found was that clients were often left to navigate an overwhelming list of profiles without any guidance or structure. Or they were given a therapist based only on their problem, without any meaningful discussion of their goals, how they communicate, and what they need from the therapy relationship.
That's where we wanted to do something different.
Rather than relying on automated filters or looking only at the problem, we focus on understanding the person behind the search. This includes their needs, preferences, and what they are hoping to get from therapy, so we can support more meaningful and appropriate connections.
We combine professional psychological training with real-world understanding of what helps therapy work well for different people.
Our aim is simple. To help people find the right therapist in a way that feels thoughtful, supportive, and genuinely personal.
Our Founders
Dr Sam Price
Co-founder, Matching and Innovation 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, Clinician 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.