This presentation explores how and why the recent startup frenzy in China has infiltrated psychotherapy, another burgeoning field born of the “psycho-boom” (xinli re) that roughly began in the early 2000s. I focus on one case: Jiandan Xinli (which literally means “easy psychology”) or My Therapist, a Beijing-based Internet startup founded by a former college counselor Jane Li, alias Jian Lili, in 2014. Drawing on my fieldwork and a variety of her own accounts on the Internet and the media, I examine the trajectory of her rising, her lived experiences of being an entrepreneur, and her vision of Chinese psychotherapy. I show how Jane Li uses her biography as a powerful tool to engage and inspire clients, therapists, and entrepreneurs, and how My Therapist finds a unique niche in the psycho-boom by playing the role of a professional association. I argue that the startup frenzy has sustained or even enhanced the perception of “fever” (re) after the field faced tremendous uncertainty during the final phase (2011 – 2013) of the mental health legislation. I also discuss its potential impacts on the landscape of the psycho-boom and psychotherapy itself in China.