Interested in starting your own entrepreneurial journey in mental health care but unsure what to expect? Then read up on our interview with Johanne Schwensen, Co-Founder of It's Complicated, located in Berlin, Germany.

What's your business, and who are your customers?

It's Complicated is a therapist-centric SaaS platform connecting people with their perfect therapist. Built for therapists, by therapists, It's Complicated caters to the business needs of private practitioners, freeing them to focus on their craft of helping people.

Tell us about yourself

I'm a psychologist in private practice, and three years ago, I couldn't find a platform where I could both promote and manage my client work, so I decided to create such a space with my close friend and colleague Jakob Lusensky. That was how It's Complicated came into being, and it's grown calmly and sustainably ever since.

What's your biggest accomplishment as a business owner?

That It's Complicated has been profitable from day one and quickly became the first choice marketplace for therapy in Germany without any grand marketing gestures is something I'm proud of. And I love that it's a platform and community that almost runs itself, allowing me to continue doing therapy and being a mother of two on the side.

What's one of the hardest things that come with being a business owner?

The purpose of running a business can seem abstract at times since I'm not receiving face-to-face feedback about my impact like when I'm doing therapy. So reminding myself that I'm making a difference is integral to my motivation.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Create a business that's truly important to you since if your product adds proper value to your own life, there's a big chance it's useful for others as well.
  2. Maintain sustainability. Try to bootstrap for as long as possible.
  3. Team up with smart and compassionate people to keep entrepreneurship from becoming a lonely journey.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.