Lately, I’ve been hearing from so many practice owners who are feeling the shift in the economy, and I want you to know—you’re not alone. Things have changed. The phones aren’t ringing like they used to, and it can feel unsettling. But this is a season that calls for flexibility, curiosity, and compassion for yourself.

In this follow-up conversation, Julie and I shift from last week’s heavier economic outlook to something far more supportive: real-world strategies therapy practice owners can use right now to steady the ship.

“What I'm seeing specifically is the practice owners that are really successful in adapting and again, solo to group, they are themselves adaptive. They're saying, this feels different and I'm not sure what's going on, but I'm going to go figure it out." - Julie Herres

Sometimes that means rolling up your sleeves and stepping back in to see more clients, so your practice stays healthy. Other times it means experimenting with new marketing, reconnecting with referral sources, or gently adjusting your fees based on what your community can sustain right now.

In this episode, you’ll hear about the shift we’re all feeling in the therapy world—from years of burnout and endless demand to today’s reality of fewer calls, more price sensitivity, and a need for smart adjustments. Together, we walk through mindset shifts, flexible scheduling, fee strategy, and practical marketing ideas that help you stay grounded and profitable when the numbers feel uncertain.

(00:03:40) Shifting Focus to New Challenges

(00:07:23) Overcoming Rock Brain Mindset

(00:09:55) Embracing Change in Business

(00:13:31) Adaptive Practices Drive Success

(00:19:29) Pricing vs. Client Retention

What matters most is staying present and using your data to guide your choices. None of this is a step backward—it’s you responding wisely to what’s actually happening. And you’re more capable and resilient than you think. You can navigate this season with steadiness and intention.

1. The Pendulum Has Swung

Over the past few years, many of us were carrying the weight of too many clients and too much demand. Now, things are quieter—and that can feel disorienting. I’m noticing that our challenge has changed, and that’s okay. It just means we’re being invited to look at our practices with fresh eyes and meet this season with intention instead of fear.

2. Flexibility Matters More Than Ever

Some of the boundaries we put in place to protect ourselves during busier times might need gentle revisiting right now. This isn’t about abandoning what keeps you well—it’s about allowing yourself to respond to what your practice needs in the moment. Sometimes that means taking on a few more clients or asking for more support from your team, just for a little while. It’s okay to shift.

3. Know When You Need Quick Wins

There will be moments when the most supportive thing you can do for yourself and your practice is bring in income quickly, like opening up your caseload if you’re in demand. And there will be other moments when slowing down to work on the business makes more sense. Both are valid. The key is noticing what’s needed right now and giving yourself permission to act on it.

4. Curiosity And Adaptability Are Strengths

What I’m seeing again and again is that the practice owners who are navigating this season smoothly are the ones who are staying curious. They’re trying things, tracking what works, and letting go of what doesn’t. Small experiments, gentle adjustments, and...

Lately, so many of us are feeling the ripple effects of a shifting economy. You might notice yourself being a little more careful with your grocery budget… or you may be seeing clients cancel, space out, or step back from therapy to save money. These changes can feel unsettling, especially when you’re responsible for running a private practice, caring for clients, and supporting your own household.

In this episode, I sit down with my good friend and trusted financial expert, Julie Herres, to talk through what so many practice owners are experiencing right now.

“If you're going to see someone once a week, that's probably $800 a month [...] by eliminating that, that's a lot of money coming back into the household. We are seeing sometimes that is no longer sustainable or folks are going to every other week. Right? Kind of changing the cadence of what they do. But we're also seeing practice owners just not wanting to make a lot of changes.” - Julie Herres

Together, we explore the very real challenges—cash flow tightening, rising costs, and major changes in client behavior—that are showing up for both solo and group practice owners.

For group practice owners:

Some of you are navigating painful cash-flow stress, wondering how to manage payroll or what to do if a few clinicians leave all at once. When there isn’t a financial cushion, even small disruptions can feel overwhelming.

For solo practitioners:

Many therapists who were booked solid for years are now noticing more openings in their calendars. That doesn’t mean you’ve done anything wrong. It’s part of a broader, nationwide shift in therapy demand.

Julie and I talk through why everything feels “tighter” right now—and why so many therapists are questioning their next steps.

We explore how inflation, stagnant insurance reimbursement, and economic fear are impacting your practice, your income, and the clients you care for.

(00:06:18) Therapy Demand Trends in Economy

(00:09:58) Reflections on Consumer Behavior

(00:11:06) Certainty Drives Prosperity

(00:13:57) Therapy Resistance and Cultural Shifts

(00:18:52) The Hidden Struggles of Ownership

Here’s what Julie and I unpacked together:

Inflation + Uncertainty

Clients are becoming more price sensitive. Many are weighing therapy against essential household expenses. At the same time, therapists are facing rising overhead with little movement in insurance reimbursement. It’s no wonder things feel tight.

A Post-COVID Market Correction

The surge in therapy demand during COVID has eased. Even seasoned clinicians are seeing more openings, more competition, and shifting client priorities.

Hiring + Retention Challenges

Group practice owners are struggling to keep clinicians as compensation expectations rise but profitability doesn’t. For some, this has triggered a deeper reflection about whether their current business model is sustainable.

If you’ve been feeling unsettled, or noticing more uncertainty in your finances or schedule, I want you to know there’s nothing wrong with you and you’re not behind. You’re responding to a larger economic shift that’s affecting therapists everywhere.

In Part Two, Julie and I will move into action—sharing guidance, grounded strategies, and compassionate next steps to help you adjust your practice with clarity and confidence.

Have you ever noticed old messages about money, morality, or success still lingering—long after you’ve left a faith community or belief system that once shaped your world? In this episode, I sit down with licensed marriage and family therapist Emily Maynard to explore how growing up in or leaving a high-control religious environment can deeply influence your relationship with money.

We talk about how these systems teach people—often from childhood—to view money through a moral lens: poverty as virtue, wealth as greed, or sacrifice as proof of goodness. For therapists who grew up in these spaces, those lessons can make it especially difficult to set boundaries, charge appropriately, or believe that rest and success are safe.

Emily brings such grounded insight to this conversation. Together, we unpack what defines a high-control religion—not as a specific theology, but as a structure of control, shame, and rigidity that can leave lasting marks on how we see ourselves, our worth, and what we deserve.

This episode is for you if you’ve ever wrestled with feeling selfish for wanting more stability, questioned your right to rest, or found yourself hustling to “earn” worthiness.

(00:06:17) Religion Shapes Early Views on Money

(00:09:31) Subtle Conditioning in Belief Systems

(00:10:37) Healing After Leaving a Group

(00:15:41) Sustainability in Healthcare Messaging

(00:17:18) Money, Morality, and Control

(00:23:16) Building a Sustainable Healing Practice

(00:27:03) Money, Religion, and Belonging

Emily shares what she sees in her work with clients recovering from religious trauma: the body’s lingering responses to old patterns, even years after intellectually moving on. We also explore how healing involves learning to make your own choices, rewriting your “job description” in private practice, and creating boundaries that allow sustainability without guilt.

Here are a few action steps you can take toward breaking free:

• Notice the messages you absorbed early on. What stories about money, morality, or sacrifice still influence your financial decisions today?
• Practice autonomy with compassion. Try writing your own “job description” for private practice. What would feel fair, sustainable, and ethical for you?
• Challenge inherited shame. When guilt or fear shows up around charging for your work or taking rest, remind yourself: You are allowed to be well.
• Build new financial safety. Explore ways to connect money with care, not control—so your business can reflect your current values, not your old programming.

If you’ve ever questioned your relationship with money after growing up in faith-based or high-control environments, this episode will help you begin healing the shame, rebuilding trust in yourself, and crafting a business that feels both grounded and free.

Get to Know Emily Maynard:

Emily Maynard is a Licensed Marriage and Family Therapist in California. She works with adults with trauma, particularly religious trauma and high control religion backgrounds. Emily has a small private practice and is certified in EMDR. She loves Jeopardy and talking about things that make other people uncomfortable, like money!

Follow Emily Maynard:

Email: emily@emilymaynardtherapy.com

Website:

Have you ever caught yourself living in constant hustle mode — pushing for the next milestone in your therapy practice but rarely pausing to breathe, to celebrate, or to simply be?

I sit down with Jenny Jonker, a therapist, practice owner, and graduate of both my Money Skills for Therapists and Money Skills for Practice Owners programs. Jenny’s story is powerful — she shares how her immigrant background, her family’s experience fleeing war, and the survival mindset that shaped her early years carried into her life as a business owner. Together, we explore what it looks like to shift from fear and scarcity into calm, trust, and true presence.

I coach Jenny through the process of breaking free from the “always-doing” cycle and learning to actually enjoy the success she’s built. We talk about how trauma, culture, and early money stories shape the way we work — and why slowing down, resting, and allowing ourselves to feel safe in abundance is part of the deeper healing work for therapists.

Jenny’s reflections are moving and relatable: honoring her parents’ legacy while learning that she doesn’t have to hustle to prove her worth. She reminds us that the path to financial stability in private practice isn’t only about spreadsheets and systems — it’s about healing what’s underneath.

(00:03:11) Finding Purpose Beyond Hustle

(00:09:01) Breaking Cycles, Reclaiming Your Space

(00:10:39) Feeling Empowered Through Your Backstory

(00:18:51) Reflecting on Presence and Growth

(00:21:07) Hustling to Prove Yourself

(00:23:01) New Patterns Take Time

(00:26:10) Prioritizing Rest and Growth

(00:30:29) Balancing Hustle with Presence

(00:10:05) “Being an immigrant and having my own history and the way that I grew up, I think has really informed my practice and how I show up with clients and how I want to create this space with intention and be able to share my story and my experiences of hardship and poverty with clients in a way that helps them have hope." - Jenny Jonker

Jenny beautifully describes what she calls her foreboding joy — that anxious feeling when things are finally good, but a part of you is waiting for something to go wrong. She’s practicing new tools to retrain her nervous system, learning to let in safety, joy, and gratitude. One of her grounding techniques: closing her eyes, counting to three, and saying, “I am really here. I deserve this.”

If you’ve ever felt driven by scarcity, fear, or the pressure to prove yourself, Jenny’s story offers a gentle reminder: your worth doesn’t come from your productivity. It’s okay to slow down, to rest, and to take in how far you’ve come.

Explore your family’s money story. Reflect on the messages you absorbed about money, work, and success growing up. Which beliefs are truly yours, and which are ready to be released?

Notice when “hustle” shows up. When you feel the pull to overwork, ask: “What am I afraid will happen if I slow down?”

Practice mindful presence and positive affect tolerance. Try the same exercise I walked Jenny through: sit still, close your eyes, count to three, and open them with the words, “I deserve this. This is my life. I built this.”

Connect with your younger self. When fear arises, connect with that child part of you and gently remind them, “We’re safe now. I’ve made good choices for us.”

Celebrate your accomplishments – Visibly. Create...

If you’ve ever felt like marketing your therapy practice is confusing, intimidating, or just not your zone of genius, you’re not alone. In this episode, I want to help you breathe a little easier about it. Marketing doesn’t have to be reactive or overwhelming. It can be intentional, sustainable, and rooted in long-term success for your business and your peace of mind.

Whether you’re just opening your solo practice, looking to welcome more clients, or scaling into a group practice, my guest Kristie Plantinga and I talk honestly about what actually works when it comes to digital marketing for therapists. You’ll hear how to keep your practice visible online, how to think about your return on investment, and which tools can help you track whether your efforts are truly bringing new clients your way.

(00:14:21) “It’s about, did I get a return on the investment that I put into this? It’s the most important thing really, when you’re working with a marketing company.” — Kristie Plantinga

Kristie is the founder of Place Digital (formerly TherapieSEO) and a passionate advocate for helping therapists understand how online marketing really works. Together, we unpack what private practice owners need to know about SEO, Google Ads, and digital marketing strategy — all from a grounded, therapist-friendly perspective.

Marketing is one of the biggest investments you’ll make in your practice — and it can feel risky when you don’t know where to start. In this conversation, we explore how to make wise, informed choices about where to spend your time and money so you can build stability for years to come.

(00:05:43) AI Tools Integrated with Google

(00:07:44) Flawed Marketing and Hiring Strategy

(00:12:52) Sustainable Growth Through SEO

(00:13:57) Long-Term Perspective in Marketing

(00:19:33) Tools to Demystify Marketing

(00:22:44) Rethinking Marketing for Practice Owners

(00:24:48) Big Investments, Big Returns

(00:28:32) Google Ads vs. SEO Costs

(00:33:17) Proactive Marketing for Therapists

(00:34:32) Sustained Growth for Practices

As Kristie reminds us, Google is the gateway to the internet. Whether we love it or not, if potential clients can’t find you there, your practice is essentially invisible. But there’s a catch — Google isn’t always a reliable partner for small businesses. Policies change overnight, and as therapists, we’re rarely their priority.

That’s why we talk about investing in your marketing before you need it, rather than reacting when your caseload dips. Sustainable marketing is about planting seeds now for the clients you’ll be serving six months from today.

Kristie shares her honest take on Google Ads — calling Google “a selfish and unreliable partner” — and explains why SEO is a more sustainable, long-term investment. While ads can create short bursts of visibility, SEO helps you build an online foundation that continually attracts your ideal clients.

In this episode, Kristie and I walk through what a healthy marketing cycle looks like for different stages of private practice. We talk about setting a budget that feels aligned, tracking what’s really working, and investing in strategies that will continue to pay off over time.

Marketing decisions made from fear rarely lead to growth that lasts. Instead, we can learn to make calm, confident, and informed choices about where to invest our energy and resources.

Are you a Solo Private Practice Owner?

I made this course just for you: Money Skills...

What happens to your private practice—and your finances—when perimenopause hits and you just don’t feel like you used to?

As therapists and health practitioners, we’re used to holding space for others—even when our own capacity is changing. If you’re noticing changes in your energy, focus, or mood and wondering how to keep your practice (and your finances) healthy, this episode might be just what you need.

In this episode, I break down the real impact of perimenopause on therapists, from brain fog and fatigue to the tough decisions about reducing your caseload or raising your fees.

I share some practical ways to adjust your schedule, automate your money systems, and, most importantly, ask for support so your business and finances work with your new reality. Remember—your practice can and should support you through every season of life!

(00:04:14) Perimenopause's Impact on Therapists

(00:07:59) Align Business with Current Reality

(00:12:15) Prioritize Time, Health, and Money

(00:15:11) Streamline Finances, Seek Support

(00:18:33) Money Clarity for Therapists

If you’ve been noticing a shift in your health, energy, or focus as you move through your late 30s or 40s—especially the ups and downs of perimenopause—you’re not alone.

Let’s be honest: perimenopause comes with a “whole list of not fun”—from hot flashes and brain fog to headaches, irritability, and unrelenting fatigue. If your capacity isn’t what it

used to be, please know that adjusting your expectations and routines isn’t just okay—it’s necessary.

Listen in for practical steps to create more ease in your schedule, value your expertise as your career progresses, and make sure your money truly supports you through this transitional season. I encourage you to create a clear system and habits for yourself, so you don't have to think fresh every time you sit down to work on your money. Having a nice, clear checklist of the tasks that you do whenever you do money time will help clear mental barriers and make the best use of the energy you have in that moment.

(00:15:37) "Let's reduce the cognitive load associated with your finances when that cognitive energy right now would probably better serve you somewhere else because it might be in more limited supply than it used to be." - Linzy Bonham

Here are 3 key takeaways for therapists in private practice:

· Accept Your New Reality: Your energy and focus may look different than they used to. Instead of holding yourself to past standards, adapt your schedule and expectations—this is about working with your reality, not against it.

· Let Your Business & Money Support You: Adjust your caseload, consider increasing your fees, and schedule self-care. Your financial decisions now can directly support your health and quality of life.

· Simplify Your Systems—And Ask for Help: Clear routines, automation, and seeking support (like hiring a bookkeeper) can help lighten your mental load, freeing up energy for both your work and your wellness.

Are you a Solo Private Practice Owner?

I made this course just for you: Money Skills for Therapists. My signature course has been carefully designed to take therapists from money confusion, shame, and uncertainty – to calm and confidence. In this course I give you everything you need to create financial peace of mind as a therapist in solo private practice. Want to learn more? Click here to register for my free masterclass, “The 4 Step Framework to Get Your Business Finances Totally in Order.”

This masterclass is your way to get a feel for my approach, learn...

Have you been pushing through life, from one milestone to the next, with little rest in between?

If so, you’re not alone. In the early years of establishing a private practice, ambition often outweighs quality of life and self-care, but it doesn’t have to be that way, and it definitely doesn’t have to stay that way...

During this coaching episode, I help Kellie explore what life can look like now that she has moved out of survival mode, built stability in her private practice, and shifted into a space where she’s actually living and beginning to thrive.

Kellie reflects on her upbringing, which focused on doing the right thing and being perfect rather than exploring what truly brought her happiness, and recognizes she’s now at a place where she’s giving herself space to explore and discover what it is she loves and actually wants to do.

If you’ve spent your life trying to get through one thing just to make it to the next thing, constantly hustling, unable to slow down, yet always just scraping by, but you see yourself working towards being in a different place -- one where you’re living and thriving -- this conversation is for you.

Together, Kellie and I discuss creating opportunities for curiosity, taking personal time to explore what Kellie’s interests might be, and setting boundaries within her client schedule to facilitate the freedom she desires.

Tune in for more ideas on how to start to enjoy the stability that you've built in your business and shift into the next phase of life.

(00:08:34) Thriving Through Mentorship and Giving Back

(00:11:56) Exploring Personal Passions for Fulfillment and Joy

(00:14:42) Curiosity and Present Mindset for Fulfillment

(00:25:32) Rooted Foundation for Sustainable Growth

(00:27:37) Embracing Mindful Curiosity for Self-Discovery

(00:14:32) "What do I love? What brings me life? What is not about other people's opinions or judgments? It's just like, well, what do I want to do?" - Kellie Murry

Kellie reflects on how the anxious part of her occasionally overbooks her day, leaving her without a break and feeling exhausted. Linzy uses the metaphor of a tree to illustrate the importance of having firm roots for growth and expansion, suggesting that stability is key to thriving. Ultimately, slowing down and embracing self-compassion helps improve your quality of life and discover your values and passions in this new phase of success.

Action Steps to Help You Shift from Surviving to Thriving:

• Reflect on your current practice. Are you still in survival mode with anxiety and fears running your daily schedule? Or have you begun to shift toward boundaries and more personal time?
• Start daydreaming about what the next five years COULD look like. Begin to envision and write down your desires and some actions that can help get you there.
• Set boundaries to protect your time, energy, and well-being. Determine the number of clients per day that you can see without compromising your needs.
• Make self-care a priority in your daily routine. Ensure you have time for curiosity, self-exploration, and personal growth alongside your professional responsibilities.
• Take time to get to know yourself and what truly lights you up. Allow yourself to explore your passions and interests outside of work to enhance your quality of life.
• While it's important to have ambitious goals for your practice, remember to enjoy the present moment and make life rich and meaningful now. Find a balance between striving for growth and...

Faith is a big part of our relationship to money. And this is something that I've had come up with my students over the years, not surprisingly, as they're working through their beliefs around money.

So many of the messages we receive about money come from this space -- either from what we witnessed growing up in a faith community or from experiences within our current community. And sometimes these beliefs are ones that folks don't want to hold anymore, but they’ve already shaped how they think about money and the world.

In today’s episode, faith-based private practice consultant Whitney Owens and I get into how she reconciles her Christian faith with charging premium fees and building wealth in her group practice. She shares what it means to be a financially successful Christian, and how being such elicits feelings of guilt. We also discuss messages about frugality, specifically in Christianity.

(00:04:17) Enhancing Impact through Team and Services

(00:10:26) Balancing Faith and Financial Success

(00:14:16) The Relationship Between Premium Fees and Client Commitment

(00:17:32) Stewardship and Relationships: Impact of Financial Earnings

(00:22:12) Money Management Aligned with Christian Values

(00:28:15) Navigating Emotional Struggles of Financial Success

(00:31:38) Transformative Profit-First Money Management Strategies

Faith and money are intertwined in our daily lives, whether we realize it or not.

By intentionally aligning our financial decisions with our spiritual values, we become more financially confident and experience feelings of security and fulfillment. As a result, we’re more likely to make decisions that benefit others.

When we charge higher rates, for example, we are taking care of ourselves and valuing our worth, which allows us to better serve our clients and ultimately provide them with the best care possible. It's a cycle of self-care leading to better client care, creating a positive impact on both sides of the relationship.

"When we don't charge our full fees, we don't feel good about ourselves. We are overwhelmed because we have to see more clients. So it's the idea that we're actually serving our clients by serving ourselves. It's like circular, right? Cyclical." - Whitney Owens

In addition to implementing profit-first strategies in business, creating a supportive team and culture is crucial to achieving financial success, because it sets the tone for how financial decisions are made. When team members feel supported and valued in their workplace, they are more likely to make decisions that align with their values, including their spiritual beliefs.

Consider these actions to align your money management habits with your faith and personal values:

• Invest in marketing services, business consulting, and essential tasks that align with your goals and values to expand your reach and fulfill your mission
• Create a supportive team and culture that compensates your team members fairly and promotes enjoyment in your workplace
• Charge premium fees for your therapy work to increase client commitment and to allow yourself to show up as your very best self for those you’re serving
• Be a good steward of finances in support of your personal values, using money to care for and support yourself and others, and have a positive impact on issues that matter most to you
• Manage money based on your mission to do good in the world, balancing frugality and excessive consumption
• Implement profit-first strategies and...