In an age where mental health and substance use challenges are more prevalent than ever, finding accessible, personalized support can be a daunting task. Peer support for mental health is emerging as a powerful solution to this growing problem, and startup Fello is working to change the game. Launched in August 2024 and led by former Uber Eats executive Alyssa Pollack, Fello is positioning itself as the go-to app for anyone looking to navigate life’s emotional and mental hurdles.
Just as people use Uber for reliable transportation or TaskRabbit for handyman services, Fello aims to be the destination when you need peer support for mental health. “When you think about TaskRabbit… if it’s something handyperson-related, I’m going to go to TaskRabbit,” Pollack told Behavioral Health Business. “We want Fello to be that place if you’re feeling stuck, if you’re getting ready to navigate uncharted waters, or if you’re navigating a challenge and you’re not sure where to turn.” Whether you’re struggling with relationships, parenting, or substance use, Fello wants to be there for you—like an accessible, on-demand resource to provide comfort and advice.
How Fello Works: Virtual, Peer-Led Support at Your Fingertips
Based in Chicago, Illinois, Fello offers a virtual, app-based platform that connects users (called “finders”) with trained peers who have experienced similar life struggles. These peers, referred to as “fellows,” offer video calls lasting anywhere from 15 minutes to an hour, with the most common session length being 30 minutes. The first 15-minute session is free, and subsequent sessions are priced at $40. A one-hour session would cost $80, with $56 going to the peer providing the service and the remainder to the company. This model mirrors the way Uber compensates its drivers, where fellows work as contract employees and are paid based on the services they deliver.
Fello’s platform isn’t just about matching users to any available peer—it’s about creating meaningful, thoughtful connections. The company places great emphasis on making a “deeper than surface-level” match between users and peers, which is one of Fello’s key differentiators. Instead of relying on an algorithm alone, Fello’s team manually matches users with peers based on the specific issues they’re facing, ensuring that there is a real connection between them. Pollack explains, “We want to make sure it’s a match that feels right, not just a random connection.” This attention to detail in offering peer support for mental health ensures a higher level of engagement and empathy during each session.
Peer Training and Safety: Ensuring Quality Support
Before fellows are listed on the platform, they go through a rigorous vetting process. They are interviewed, background-checked, and receive 5 to 10 hours of training. This ensures that only qualified individuals who are capable of providing quality peer support for mental health are available to users. The goal is to make sure each peer can offer insight, empathy, and guidance based on their lived experiences, without crossing any professional or therapeutic boundaries.
This hands-on approach doesn’t stop at the initial matching process. Fello is committed to ensuring that every session meets high standards, and they closely monitor feedback from users to gauge satisfaction. After every session, users are prompted to leave reviews. If a user expresses dissatisfaction or leaves a negative review, Fello steps in to intervene and reassess the peer match, ensuring that any issues are addressed quickly and effectively. Pollack personally reviews every piece of feedback to ensure that fellows are adequately trained and users are receiving the support they need.
The Future of Peer Support: Growing and Expanding Services
As Fello continues to grow, the company has big plans for the future. In addition to expanding the types of challenges covered on the platform—such as grief, caregiving for individuals with physical or mental illnesses, career shifts, and women’s health—the company intends to use its recently raised $10.4 million in funding to further improve its services. One major area of focus is automating the matching process. With plans to develop an algorithm that can automatically connect users to the right peers based on their needs, Fello aims to make its services even more efficient and user-friendly, further advancing peer support for mental health.
The company’s newly raised funds will also go toward growing Fello’s brand through marketing partnerships, including collaborations with influencers and a WNBA spokesperson. As Fello expands its user base, they’re also working on forging partnerships with employers and health plans to incorporate their platform into broader mental health care offerings. Pollack shares that the company is already in discussions with several potential partners and plans to launch pilots with them in the second half of 2025.
A Growing Demand for Peer Support
The need for peer support for mental health has never been more urgent, and Fello is in the right place at the right time to fill this gap. Mental health challenges have been rising steadily, and the stigma surrounding seeking help is gradually diminishing. As more people become open to discussing their mental health, the demand for accessible, personalized support will only increase. Fello’s approach allows users to access help without the barriers that traditional therapy or counseling services might present, such as long wait times or expensive fees.
Pollack is confident that peer support will play an increasingly important role in addressing the mental health crisis. “Peers are critical,” she says. “There’s a gap in the supply of mental health providers and the demand for support like that. I would argue that the demand will grow as we continue to destigmatize getting help for these types of challenges.” Fello is positioned to be a key player in this movement, offering a service that’s both scalable and impactful, with the potential to help millions of people who need support.
Looking Ahead: A Global Vision for Peer Support
Currently serving users nationwide, Fello has plans to expand internationally within the next decade. As more people seek mental health and substance use support, the platform’s services could become an essential tool in helping individuals manage their emotional and mental well-being. With its innovative approach, strong leadership, and user-centered design, Fello is on track to become a major player in the peer support for mental health space.
For Pollack and her team, the journey is just beginning. The recent funding round has fueled the company’s ambitions, but it’s the platform’s potential to make a real difference in people’s lives that keeps them motivated. By bridging the gap between traditional mental health services and the growing need for more accessible, peer-led support, Fello is set to make a lasting impact on the way we approach mental health and substance use recovery.
As the loneliness epidemic continues to affect millions of people worldwide, Fello’s vision of becoming a ubiquitous, trusted source for peer support for mental health is becoming a reality. The future of mental health care may very well be rooted in the power of connection—and with Fello leading the way, it’s a future that’s within reach for more people than ever before.
