BetterHelp was founded by Israeli Alon Matas who served the IOF, with his profile reading: “Before embarking on his entrepreneurial career, Mr. Matas was leading product development and strategy for startups, enterprises and the Israeli Defense Forces.” In November 2023, Alon Matas announced his departure from BetterHelp however it is unclear if he is still involved with the organisation.
In October 2023, the official Israel X account posted a collaboration with BetterHelp promoting “6 months of free therapy to those affected by the war in Israel.” In response, BetterHelp claims on their website that “support is not limited to Israelis and applies to anyone affected by the war – wherever they are”, and that “the government of Israel independently chose to share our initiative with its citizens via social media, but we had no contact with them and were not at all involved in their choice to announce it.”