In a market dominated by billion-dollar platforms and crowded directories, a 20-person team is quietly solving the most painful problem in mental health: finding the right therapist. Reflect isn't just another directory—it's a precision matching engine that promises a 50% cost reduction, and with just 2,500 monthly visitors, it's a sleeping giant.

"They're not building a directory—they're building a matchmaker. The 46% direct traffic proves users are coming back, not just browsing."

The tech stack reveals a pragmatic, growth-focused approach. Built on WordPress with jQuery and Tailwind CSS, it's not over-engineered. The use of PWA (Progressive Web App) technology suggests they're prioritizing mobile accessibility—critical for a service where users may seek help during vulnerable moments. The lack of complex frameworks speaks to a team focused on shipping, not tech debt.

• Precision matching over keyword search: They don't just list therapists—they match based on fit
• Hybrid model: Both in-person and tele-therapy, capturing both markets
• BAA compliance: Their terms include Business Associate Agreements, critical for HIPAA compliance
• Typeform integration: Signup uses Typeform, suggesting they value user experience over pure automation