How Upwork Helped Promly Build a Healthier Future for Gen Z Online

Psychotherapist Jennifer Libby never imagined she’d become a tech founder, but she felt she had no choice. Working mostly with teens, she saw how damaging social media could be to their mental health. And independent research supports her experience, showing that 43% of teens who use social media often report feeling hopeless or sad, and 20% have seriously considered suicide.

“Teen suicide rates in my local area were going up and my clients would routinely say to me, ‘Adults created social media. They're literally watching it kill kids. Why aren't the adults stepping up to fix it? Do they just not care about us? Are we just some kind of experiment generation?’” recalls Jennifer.

The dangers of social media were clear, but platforms weren’t changing fast enough. So Jennifer decided to build her own.

The challenge: A big vision, small budget, and no tech experience

Jennifer set out to create Promly as a space where teens could feel safe, supported, and inspired — without influencer-driven content. “We're everything you want in high school: friends, internships, anxiety reduction, and maybe even a prom date,” she explains.

Without the funds to hire an in-house design team, she tried a well-known freelance site that specialized in tech talent. But the experience quickly soured. “We realized pretty early on they were overcharging us for what they were providing,” Jennifer says. “The advice was kind of meh, and when they asked for another $50,000 to continue, we ended the contract.”

The company urged Jennifer to stay since she lacked the expertise to vet tech talent herself, but she wasn’t convinced.

The solution: Building a world-class freelance team with Upwork

Jennifer turned to Upwork and used its AI-powered tools to help make her first freelance hire. The Job Post Generator enabled her to quickly create a clear, compelling post that attracted qualified freelancers. “I didn’t need to know exactly who I was looking for — just what I wanted to get done. It couldn’t be easier.”

That post connected her with Diana Vainshtein, a product manager with a background in software development. As a Gen Zer, Diana instinctively understood what the app should feel like. She also brought a global perspective, having lived in multiple countries. “Everything she suggested turned out to be exactly what we needed,” Jennifer recalls. “That was three years ago, and she’s so phenomenal she still works with us on projects.”

Since then, the team has returned to Upwork for game designers, biofeedback experts, attorneys, accountants, and social media marketing specialists. 

When Jennifer vets freelancers, heart matters as much as skills. “Once we share our mission and the impact we’re making, we attract highly talented, heart-centered people who want to help,” she says. “Having access to so many specialists who are truly passionate about our mission is incredible. We’ve worked with so many amazing people that I have a short list of freelancers who, if they ever want to go full time, we’d hire in a second.”

Upwork also simplifies day-to-day operations. “Billing is automated and easy to track, contracts are generated automatically, and I can pay freelancers anywhere in the world with a click. For a lean nonprofit, that ease makes all the difference.”

The results: Turning a vision into a movement for Gen Z

By partnering with freelance professionals on Upwork, Promly turned a bold idea into a thriving reality. The app helps teens build real friendships through shared interests and offline connections, and it features in-app games and biofeedback tools that make mental health support more accessible.

Through word of mouth alone, more than 4,000 teens are already using the platform. Jennifer is intentionally growing the community at a steady pace. “You only get one shot with Gen Z, so we haven’t done any marketing yet,” she explains. Alongside this growth, Promly’s freelance team is developing Changemakers, a companion platform for 16- to 25-year-olds who want to create social impact.

In a short time, Promly’s influence reached the halls of government. Jennifer’s team co-authored the Kids Online Safety Act, passed by the U.S. Senate in 2024, and continues to work with policymakers to amplify youth voices. “This is truly a bipartisan issue, and we’ve seen a lot of support from legislators all over the country,” she says.

Proud of how far Promly has come, Jennifer is quick to share the credit. “We’d never be able to do this without Upwork. It lets us stay lean, find the right expertise when we need it, and build meaningful relationships with freelancers who care about our mission.” She also values the agility that Upwork provides. “Sometimes, we have to pivot quickly because trends can change within 72 hours or a new threat can emerge. On Upwork, we can find the right people fast, think through solutions, and keep moving forward.”

Jennifer believes Upwork isn’t just essential for small businesses, but it also represents the kind of future Promly is building for Gen Z. “This is the ‘work smarter, not harder’ generation. They value balance and purpose. Upwork gives them a way to use their skills to hustle in new, meaningful ways.”

As Promly continues to expand with new features, partnerships, and advocacy efforts, Jennifer is certain of one thing: “As we grow, Upwork will absolutely be part of the journey. It’s a godsend.”