ObjectivesTo compare idiographic change during two formats of guided self‐help (GSH); cognitive‐behavioural therapy guided self‐help (CBT‐GSH) and cognitive analytic therapy guided self‐help (CAT‐GSH).DesignQualitative inductive thematic analysis.MethodsSemi‐structured interviews with N = 17 participants with a reliable change outcome on the GAD‐7 after completing GSH for anxiety. Changes were categorised and themes extracted.ResultsNo differences between CAT‐GSH and CBT‐GSH were found regarding types of change reported. The five overarching themes found were personal qualities of success, enlightenment through understanding, specific tools and techniques, changes to relationships and tailoring support. Four themes maximally differentiated between the two different types of GSH; CAT‐GSH enabled relational insight and change whilst CBT‐GSH enabled better understanding of anxiety, new coping techniques and supportive relationships.ConclusionsBoth common and model‐specific factors contribute to patient change during GSH. Whilst all forms of GSH are grounded in the psychoeducational approach, separate theoretical foundations and associated methods facilitate different types of ideographic change.