MERLIN STUDIO
VENTURE DOSSIER

MyEasyTherapy

Therapy, made accessible

A psychologist-designed app for daily emotional support, created by Clinical Psychologist Dr Michaela Dunbar. When Merlin became involved it already had an established commercial model, audience and distribution.

DOSSIER

  1. 01Why the opportunity was credible
  2. 02The partnership
  3. 03The product
  4. 04Product decisions
  5. 05How it is built
  6. 06Evidence and outcomes
01 · WHY THE OPPORTUNITY WAS CREDIBLE

Merlin looks for demand plus a route to customers, not audience size for its own sake. Here both already existed: a clinical practice, a proven commercial model, and the audience of over a million women that Dr Michaela's work reaches, as published on the product's own site.

02 · THE PARTNERSHIP

The partner brings the market. Merlin builds and runs the product. Dr Michaela authors the clinical method, every session script and the audience relationship. Merlin owns everything technical: the app, the sales site, billing, lifecycle email, analytics and the app stores. Not a handover. A partnership that keeps shipping.

  • 01More than 600 commits into the current build, and counting
  • 02One codebase serves the sales site, the web app, iOS and Android
  • 03Billing, CRM, email and support tooling included, not just the visible app
03 · THE PRODUCT

Live at myeasytherapy.com: psychologist-designed daily emotional support for sensitive, ambitious women. A few minutes a day, shaped by how you actually are.

Visit myeasytherapy.com
The myeasytherapy.com homepage: a softer way to hold a powerful life
The sales site. Loved by 1M+ women worldwide.

Neuro-Sensitivity Profile

Onboarding is a clinically framed assessment across five zones: sensory, stress, anxiety, mood and attention. Every other surface reads it.

See the profile

Daily Calm

An authored programme of daily audio sessions with captions synced to the psychologist's voice. Not a content library.

See Daily Calm

Regulate

Emotional first aid for the exact state you are in, weighted by your profile.

See Regulate

Iris

A private AI companion with clinical guardrails, crisis routing and a memory of what you have worked through together.

Meet Iris

The Garden

Every check-in grows a flower. Progress you can never quite feel becomes something you can see.

See the garden

Eleven quizzes

Free, short and non-diagnostic. The top of the funnel puts language to a pattern before asking for anything.

Take one
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CAPTURED FROM THE LIVE PRODUCT

The app's onboarding, welcoming the user into the Neuro-Sensitivity Profile
Onboarding: insight, not a test.
The daily check-in screen asking which feeling is closest right now
The daily check-in tunes the day's support.
A Daily Calm audio session titled Survival Mode, playing in the app
Daily Calm, day one: psychologist-authored audio.
The garden feature page: something that grows every time you show up
The garden: every check-in grows a flower.
The quizzes hub on myeasytherapy.com asking which pattern is running the show
Eleven free quizzes put language to a pattern.
The join page offering a seven-day free trial of My Easy Therapy
The join page sells the system, trial first.
04 · PRODUCT DECISIONS
01

Personalisation that tells the truth

Sessions are psychologist-authored, not generated, and the product says so plainly. What your check-in shapes is the support around them: what the garden offers next, and the context Iris carries into a conversation.

Read it on the live page
02

Stripe owns the trial

There is no local seven-day timer anywhere in the app. Billing truth lives in one place, and four separate recovery paths repair a broken purchase on their own: at checkout, at login, at app load, and from a link in email.

The join flow
03

Two domains, one codebase

The sales site and the app are a single deployment split at the edge: myeasytherapy.com sells, myeasytherapy.app serves members. The funnel and the product cannot drift apart.

The sales side
04

AI where it helps, humans where it matters

Iris speaks with one model's voice while cheaper models do mechanical work she never says aloud. Voice is ElevenLabs. The clinical content stays human, written by the psychologist whose name is on it.

How Iris is framed
05

A funnel that teaches first

Each quiz emails a personal breakdown and tags the pattern that brought the reader in, so later support speaks to the reason they came. Eleven quizzes, eleven ways in.

The quiz hub
05 · HOW IT IS BUILT
  • Next.js 15
  • React 18
  • TypeScript
  • Firebase
  • Stripe
  • Gemini
  • ElevenLabs
  • Capacitor
  • Resend
  • ActiveCampaign
  • Netlify

Native apps from one codebase

One Next.js app serves the web product and wraps with Capacitor for iOS and Android, including a custom HealthKit and Health Connect plugin. The sales site ships from the same repository.

Self-healing commerce

Embedded Stripe checkout, webhook-driven access, reconciliation on login and on app load, and a resume link in email. A failed step never strands a paying customer.

An outbox for the CRM

Marketing automation jobs queue in Firestore with idempotency keys and atomic claims. An email is sent once or not at all, never twice.

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06 · EVIDENCE AND OUTCOMES

Selling live today: a seven-day free trial, then $27 a month or $270 a year, on web, iOS and Android. Outcome evidence will be published when current and supportable. Audience size will not stand in for business results.

Bring your market

If you already have demand, distribution or an audience, the evaluator establishes what the product side could be. Start with what you have: it will not make you prove it twice.

Start a venture