How We Each Built a $200K Private Practice and You Can Too
The truth? Most therapists never hit six figures.
And it’s not because they aren’t good at what they do.
So how did three friends who met as underpaid therapists in corrections go on to each make over $200,000 a year in private practice?
We cracked the code on building a profitable, freedom-filled practice—and now we’re spilling all the tea.
👉 But before we get into our story, let’s figure out YOUR fastest path to a six-figure (or multiple six-figure) practice.
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We know $200k/year might sound like a fantasy when you’re still stuck in burnout mode or can’t figure out who your private practice is for.
That’s exactly where we were.
Maybe you love being a therapist but you’re burning out. We get it.
Maybe you love helping people but you want to make more money. We’ve been there.
Maybe you love the IDEA of a starting a private practice but the REALITY makes you want to hide under a blanket. We have the t-shirt.
Don’t worry. We’ve got you.
Should you start a private practice?
We think now is the perfect time to start a private practice. Check out all the amazing reasons here.
First off, there’s a HUGE demand for your services, it costs almost nothing to get started, you can make more money, and hellloooooo - FREEDOM BABY!
So if you’ve been toying with the idea of getting started but you’re not sure, ask yourself these questions:
Are you ready to make more money without working more hours?
Do you want full control over your schedule (hello, three-day weekends)?
Are you tired of agency burnout and ready to work with clients you actually love?
Would you rather set your own rates instead of letting insurance dictate your worth?
Do you dream of running your practice your way, without red tape or endless paperwork?
Are you done waiting for “the right time” and ready to take charge of your career?
We get it. It can be scary. But if you answered “yes” to most of these questions, you’re ready to start.
Is it hard to start a private practice?
A lot of therapist business coaches have these amazing stories of starting out and making $250,000 in their first year.
Don’t get us wrong. Go them. That’s freaking amazing.
And also? That wasn’t our story.
Cause no lie. It kinda sucked at first.
We had ZERO CLUE what we were doing. And the information out there? Well, let’s just they weren’t that helpful:
We talked to other therapists in private practice - But they were undercharging too
We looked at books and YouTube - But they gave vague advice like “charge your worth” (what does that even MEAN?!)
We tried to network - But those awkward exchanges never turned into any clients
We downloaded freebies - But their advice was…obvious and underwhelming
We followed the “marketing experts” - But they didn’t understand what it meant to be a therapist
The result? We were still overworking, stressed out, and not making much money.
But we figured it out. And you can too.
You can make $200,000 as a private practice therapist (even if you feel lost right now)
So how did we get from clueless and struggling to each making over $200,000 a year?
There was no magic, no secret formula, no overnight success story.
But there WAS a happy hour that changed it all. When a few drinks in, we started talking about our businesses. Like, REALLLLLLY TALKING about them. And then we KEPT TALKING about all that awkward stuff you’re not supposed to:
We talked money
We talked strategy
We called each other out when we were playing small (looking at you, same rate for the last 3 years)
And we pushed each other to own our value, show up big, and start treating our businesses like real businesses
And then? Things took off. FAST.
We raised our rates - and people paid them
We quit our agency jobs - and never looked back
We crossed six figures - and then doubled it
Today, we each run multiple six-figure practices, working with clients we love and setting our own schedules (no more being stuck in a system that undervalues us).
Even better? We’ve helped many therapists do the same.
A clear plan makes it easier to succeed
Maybe you’re wondering, “Can I actually make enough money in private practice? Will people really pay me private-pay rates?”
The answer? Hell yes.
Private practice isn’t just possible. It can be wildly profitable when you set it up the right way.
You can build a thriving, six-figure practice with premium pricing and minimal overhead
You don’t have to take insurance if you don’t want to
You don’t have to be on social media 24/7 to get clients
And you definitely don’t have to work 60-hour weeks anymore
But let’s be real—winging it isn’t the move. Having a clear plan makes everything so much easier (ask us how we know 🙃).
So, how do you do it?
We put together a step-by-step game plan to build a profitable private practice: without burnout, without endless insurance headaches, and without wasting years trying to figure it out on your own.
Let’s get into it.
Step 1: Choose a profitable therapy niche
One of the biggest mistakes new therapists make is trying to be everything to everyone. This is usually due to 2 issues:
You’re worried that if you “niche down,” you’ll lose out on potential clients
You honestly have no idea what niche you should choose
Or….both (okay, 3 issues)
But if you want a thriving and highly profitable private practice, you need to specialize. Because clients don’t just look for a “therapist,” they look for an expert in their problem.
Therapists who niche down attract higher-paying clients and fill their practices faster.
Ultimately, starting a private practice (or any kind of biz, for that matter) is all about helping your clients solve a problem. You’re already doing that on a daily basis in your day job. Now it’s simply time to get paid by clients instead of your employer. Buh-bye middle man
HOW TO FIND YOUR NICHE
Ask yourself:
Who do I love working with the most?
What specific problem do I help clients solve?
What transformation do my clients experience after working with me?
HOW TO CHECK IF YOUR NICHE IS PROFITABLE
A niche is only profitable if there’s a demand for it. Go to Google and YouTube and see if people are searching for help in your area of expertise.
HOW TO EXPLAIN WHAT YOU DO IN A WAY THAT MAKES SENSE
Write down your dream client in one sentence: “I help [specific type of client] who struggle with [problem] so they can [awesome outcome].” Boom. Done.
For example: “I help high-achieving women navigate imposter syndrome so it’s no longer in their way.”
TAKE OUR FREE NICHE QUIZ
Did you take it yet? This super short, free quiz will help you narrow down your niche and provides specific marketing recommendations. Click here to take it. You’re welcome ;)
Step 2: Get in front of the right clients (without wasting time on Social Media)
If you'd rather eat an expired gas station sandwich than post on Instagram, we hear you. And don’t worry.
Marina and Joel got to multiple 6-figures with ZERO SOCIAL MEDIA PRESENCE. Check out our free masterclass on how we get clients without using social media
The therapists who get clients from Instagram LOVE to post on Instagram and build an audience and make reels and learn the trends and crack the algorithm and… Ugh, this list is exhausting. So yeah - It can work. But not for everyone.
Most high-earning therapists don’t rely on endless Instagram posts. They go where their ideal clients are already looking (and that’s probably not Instagram. Seriously, would you search for a therapist on Instagram?)
HERE’S WHERE HIGH-PAYING CLIENTS ARE LOOKING FOR HELP:
Psychology Today & Directories – Clients actively searching for therapy are already here. Optimize your profile!
Google Business Profile – Show up in local searches when clients look for therapy services near them.
Networking & Referrals – Other therapists, doctors, and community groups can be your best referral sources.
Speaking & Workshops – Offer talks at local businesses, schools, or support groups to establish authority and bring in leads.
Step 3: Set up a booking process that makes it stupid-easy to work with you
If people have to email you, wait three days for a response, and then fill out five forms just to talk to you, they’re moving on.
If they can’t figure out how to contact you, they’re out.
Make booking a consult call feel like ordering tacos: quick, easy, and no overthinking.
CHECKLIST FOR SETTING UP AN EASY PEASY CONSULTATION WITH YOU:
Tell people to book a consult with you. For real. Don’t assume that people know this is the next step.
Tell them where to book a consult with you. Tell them exactly where to click or what number to call.
Tell them what to expect on the consult. Explain how long it will take, what you’ll talk about, etc.
FOLLOW UP QUICKLY. Sooooo many clients are lost because therapists don’t respond. Most clients book within 48 hours of reaching out, so don’t put your response at the end of your to-do list.
Step 4: Price like a 6-figure therapist (seriously, stop undervaluing your work)
Many therapists undercharge because they fear clients won’t pay more.
But guess what? There are clients who won’t pay LESS. They’ll see your super low rate and assume you aren’t very good.
So are there clients who won’t pay your higher rate? Yes. But there are clients who will ONLY pay your higher rate. Just sayin.
FIX YOUR MONEY MINDSET (YES, WE’RE GOING THERE)
Here’s the thing - YOU CAN’T BE FREAKED OUT ABOUT YOUR RATE.
For real, Erica raised her rate from $125 to $200 per session and her business came to a screeching halt. Because she was freaked the f*ck out. But once she got coached on it? BOOM. Fully booked. And within 12 months she raised her rate again to $312 and then AGAIN to $416. And each time MORE PEOPLE CAME. Wild.
So pricing like a 6-figure therapist is about so much more than putting a price tag on your services.
If you want to make 6-figures or more, you gotta get your mind right. And that looks like:
Working through your money story (It’s hard to build wealth if you think wealthy people are shitty)
Working through therapist money stigma (It’s hard to make money as a therapist when you’ve been told it’s wrong to make money as a therapist)
Owning the value you bring (Hello? People spend so much money on stupid things they think will make them happy. Your work ACTUALLY makes them happy!)
SET YOUR RATE FOR A PROFITABLE PRIVATE PRACTICE
Pricing is part art (see mindset shtuff above) and part strategy. Let’s talk strategy.
When choosing a rate, you need to:
Find a price that feels good in your body. If you choke on your price, it’s a “no.” If you feel resentful, it’s a “no.”
Check out the competition. See what other private-pay therapists in your area charge (but don’t race to the bottom!)
Charge based on your expertise, not fear. If you have specialized skills, your rate should reflect that
Stick to your rate with confidence. If you offer a lower rate or pro-bono spot, do it with generosity, not guilt.
Need help raising your rates? Check out our free raise your rates guide here.
Step 5: Scale to 6-figures and beyond (without working more hours)
Private practice is one of those things that gets EASIER the longer you’re in business. Seriously, those first few clients are the hardest ones. But then you gain momentum!
Clients (past and existing) will send people to you. Referral sources will send more people to you. Your Google presence will grow and people will find you. And your confidence grows because omg you’re doing it.
Once you have your first 5-10 private-pay clients, you’re in a prime position to grow. The key? Work smarter, not harder.
Businesses are like airplanes, they have 2 phases:
Getting that sucker up off the ground
Gaining altitude
So, now that your plane is up in the air (yay!), it’s time to fly high baby. Here are some ideas:
Raise your rates - If you want to make more money without working more, raising your rates is the easiest place to start (again, here’s what we send our clients when our rates are going up)
Offer premium services - There are a lot of options here. You can provide therapy intensives to focus on a specific issue, text or voice note support between sessions, or priority scheduling to name a few
Bring in other therapists - A lot of therapists love to do therapy but want nothing to do with the business side of things. You can grow your practice with other therapists, give them clients, and take a percentage of their earnings
Add scalable income streams - There are a lot of big promises out there around creating courses or passive income. And they can work! Just know that they require a lot of marketing. So if you love to market, this could be a good option for you!
Step 6: Find Support (for real)
Private practice can be lonely. And it can feel like a rollercoaster (not the fun kind, the puke kind)
One minute you're dreaming about flexible hours and higher pay, and the next you're googling "how to write a Psychology Today profile" at 1 a.m. with a bowl of cereal in your lap.
The truth is, going it alone is not only overwhelming. It slows you down.
One of the biggest reasons we succeeded? We had each other.
We had people to bounce ideas off, celebrate the wins, talk through the flops, and say things like, "Yes, raise your rates," or "No, you’re not crazy for wanting to take Fridays off."
Having support kept us motivated, focused, and (mostly) sane.
Whether it's a mentor, a biz bestie, or a full community of therapists doing the same thing, having support shortens the learning curve and saves you from months of spinning your wheels.
Want to go far? Don’t do it alone.
Let’s start building your 6-figure private practice today!
And that’s it! Now you know exactly how to create a 6-figure private practice.
We’re not an exception, and neither are our students. You can start a private practice and make money with the skills you already have.
But remember, there’s only so much we can cover in a blog post. Building a profitable private practice comes down to consistent action and discovering which strategies work best for you.
If you want a step-by-step plan to build a profitable, sustainable private practice without the guesswork, check out our Total Freedom Private Practice Roadmap. We give you the exact strategies, tools, and guidance to grow your business, set your rates, and attract the right clients—so you can work smarter, not harder.
👉 Join the Program Now and start building the practice you want!
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