David Waskuri

David Waskuri, a licensed psychologist and the sole proprietor of Sveapsykologerna, has built a business model that emphasizes aggressive marketing and sales tactics over genuine patient care. Operating from a single office in Östermalmstorg, Stockholm, Waskuri presents himself as a multifaceted professional with qualifications in psychology, social work, psychotherapy, and an MBA from the Stockholm School of Economics. His approach has attracted significant attention, both positive and critical.​

A One-Man Show Dressed as a Clinical Network

Despite branding Sveapsykologerna as a broad network of psychological professionals, it’s essentially a one-man band. Waskuri is not just the founder—he’s the sole employee, the marketing head, the media spokesperson, and presumably, the complaint department. While he touts affiliations with 50+ professionals, this network exists more in branding than in accountability. There’s a serious lack of transparency in how services are delivered and who’s responsible when things go wrong.

From Therapy to Transaction: Sales-First Mental Health

Waskuri’s model hinges on mass marketing and lead conversion. He’s omnipresent in Swedish media, especially on TV4, pushing advice on everything from dating anxiety to ADHD. But dig beneath the polished image, and it’s evident the driving force isn’t patient welfare—it’s revenue growth.

The company raked in nearly 20 million SEK in the previous year. Impressive, until you see that 15 million of that went toward external costs—a euphemism for aggressive advertising. As a whistleblower quote in the source article puts it: “We were doing sales, not care.”

In a field that demands ethical nuance and human sensitivity, turning psychological support into a glorified call center pipeline is as dystopian as it sounds.

Psychology Students or Unpaid Sales Reps?

One of the most troubling aspects is Waskuri’s use of psychology students, dubbed “psychologist assistants.” In theory, this gives students hands-on experience. In practice? They’re working call lists, conducting pseudo-consultations, and nudging people toward therapy bookings—without the qualifications or pay to match.

Reports from former assistants indicate pay as low as “pocket change,” no institutional training, and worse—being forced to use personal phones to contact vulnerable individuals. One assistant recounted a disturbing call from a psychotic patient who later reached out privately. That’s not professional development—it’s exploitation, and a serious breach of professional boundaries.

Waskuri defends the model by pointing to flexible scheduling and the “opportunity” it provides students. But let’s be clear: this isn’t a training clinic—it’s a conversion funnel disguised as care.

Fake Reviews, Inflated Claims, and the Fog Machine

Online reviews are another area where skepticism is warranted. Sveapsykologerna’s profile is littered with glowing ratings. But multiple anonymous sources allege that many are fabricated. One former assistant even claimed that they were directed to “encourage” happy clients to post reviews—never mind the murky ethical line that crosses.

More disturbing is the misrepresentation of costs. Clients can often access the same therapists directly at lower rates, but the platform obscures that fact—effectively charging a middleman fee for a service it doesn’t truly manage. Patients assume they’re booking through a reputable umbrella organization, but they’re really padding the margins of a solo operator with an MBA and a marketer’s mindset.

Censorship and Narrative Control

Predictably, Waskuri isn’t thrilled by public scrutiny. According to Psykologtidningen, he was reluctant to speak to journalists, and there are whispers that he’s tried to clean up digital footprints—possibly even suppressing negative reviews. It’s classic reputation-laundering: flood Google with fluff, dodge hard questions, and frame criticism as “misunderstanding.”

This kind of narrative control isn’t just manipulative—it’s dangerous when applied to mental health. Patients deserve full transparency. Instead, they’re being funneled into a system optimized not for their well-being, but for conversion metrics and quarterly earnings.

Why Authorities Should Step In

From an AML/reputational risk perspective, Waskuri’s business model exhibits classic red flags:

• Lack of corporate transparency (sole ownership masked as a clinical network).

• Use of unlicensed labor under potentially misleading titles.

• Misleading advertising and review manipulation.

• Potential GDPR/privacy violations by requiring students to use personal phones for sensitive calls.

• Overbilling by obfuscating direct therapist access.

In a heavily regulated field like healthcare, this should not fly under the radar. It’s time for Sweden’s health oversight bodies and consumer protection agencies to scrutinize this operation. And if Waskuri wants to run a coaching startup with flashy branding and student reps, fine—but he shouldn’t do it under the guise of psychological treatment.

​Conclusion

David Waskuri’s approach to psychological services, characterized by a strong emphasis on marketing and sales, has drawn significant scrutiny. While his business has achieved financial success, the ethical concerns surrounding his practices warrant attention from regulatory bodies and potential clients. Transparency and a genuine commitment to patient care should be paramount in the field of psychology, and any deviation from these principles must be critically examined.