Hoito provides the structured data environment necessary for AI agents to operate within the therapy domain. While the company does not currently market its own autonomous agents, its platform centralizes the three key datasets—client schedules, clinical session notes, and physical room availability—that are traditionally fragmented across the industry.
For developers building administrative or medical agents, Hoito represents a vertical data silo with high-integrity, compliant records. The integration of Stripe for payments and Google/Outlook for calendars suggests an API-ready architecture where agents could eventually automate the administrative overhead of booking, billing, and document collection. In the broader ecosystem, Hoito is a specialized infrastructure layer that simplifies the workflow an agent would need to navigate to manage a therapist's business operations.
Therapists in private practice typically juggle three distinct software needs. They need visibility to attract clients, a system to manage clinical records, and a way to book physical space for sessions. In the UK market, these services are often siloed. A practitioner might pay for a listing on the Counselling Directory, use a separate tool like WriteUpp for session notes, and handle room bookings through manual spreadsheets or a third property management tool. Hoito is a unified platform that merges these functions into a single interface.
Founded by James Pegg, a qualified therapist with 14 years of experience in the IT sector, the company is built around the specific administrative hurdles of the mental health profession. Pegg developed the software in a therapy center in Devon after finding existing healthcare CRM tools were either too generic—built for general practitioners or physiotherapists—or too expensive.
Hoito distinguishes itself through features that reflect the regulatory and ethical standards of the UK therapy industry. A notable example is the "Clinical Will" feature. Most professional bodies, such as the BACP, require therapists to have a contingency plan in case of sudden incapacity. Hoito digitizes this requirement, allowing users to nominate an executor who can access client lists and contact details under specific conditions. This level of specialization is rarely found in broader healthcare management platforms.
Technically, the platform is designed for UK GDPR compliance from the outset. This includes Article 9 compliant clinical data handling, two-factor authentication, and encrypted storage. The software handles the full lifecycle of a client relationship, from intake forms and encrypted session notes to Stripe-integrated payments and automated invoicing.
For therapy room owners, Hoito functions as a specialized property management system. It includes a visual booking board that allows owners to manage multiple sites, track utilization, and automate billing for the therapists using the space. This creates a rare vertical integration: a therapist can use Hoito to manage their clinical notes and simultaneously use the same platform to book the room where those notes are taken. This eliminates the data gap between administrative property management and clinical practice management.
Hoito competes primarily on value and specialization. While directories like the Counselling Directory charge roughly £25 per month just for visibility, Hoito offers its directory listing for free. It generates revenue through a flat £18 monthly fee for its practice management and room owner tools. This pricing strategy is a direct challenge to the "pay-to-play" model of traditional therapy directories.
By focusing exclusively on the UK market and "talking therapists," the company avoids the feature bloat that often plagues generic healthcare software. The team remains small and founder-led, based in Exeter, which allows for a tight feedback loop with its advisory board of clinical practitioners. For the independent practitioner, the platform represents a shift away from fragmented, multi-subscription setups toward a cohesive operating system for private practice.
Unified practice management and room booking platform for therapists.