The Money Part of Private Practice (Heard Business School)

Dr. Audra Horney filled her private pay practice within six months of opening it, then built an audience of more than 130,000 on TikTok as a therapist for men. In this episode of The Money Part, she talks with Andrew Riesen, co-founder of Heard, about what it took to charge what her work is worth and grow a business beyond one-on-one sessions.Audra trained in university counseling centers and spent six to seven years at a private pay group practice before going out on her own. She walks through how working under someone else's fee schedule gave her practice saying a $200 rate out loud, and why she now tells colleagues that if a new rate feels comfortable, it should be higher.She also shares how a niche she had been building quietly for years became her whole brand, why her audience showed up on TikTok and stayed silent on Instagram, and how a Google Sheet of referrals turned into the Therapist Directory for Men.What you'll learn:- How to tell if your session rate is too low- Why niching down helps a private pay practice fill faster- How to find the platform where your ideal clients are comfortable engaging- What to outsource first so you can stay in the work you do best- How adding revenue streams can mean fewer hours and more incomeGuest: Dr. Audra Horney, licensed psychologist and founder of the Therapist Directory for MenInstagram: @dr.audra.horneyDirectory: https://www.draudra.com/Mentioned in this episode: Buy Back Your Time by Dan MartellHeard provides bookkeeping, quarterly taxes, annual taxes, payroll, and banking for therapists in one place. Learn more at joinheard.com.[Disclosure line if needed]

Jonathan Seltzer, CEO of SimplePractice, joins Heard CEO and Co-Founder Andrew Riesen in Minneapolis for a conversation about what it takes for therapists to stay independent.SimplePractice supports more than 276,000 clinicians, and most of them are solo practitioners. Jonathan talks about why the company chose to stay neutral software instead of building its own therapy group. He shares the hidden tradeoffs of working through a platform and the company’s goal of making an insurance card as easy to accept as a credit card. He also covers what he’s learned from watching early-stage practices grow, along with what’s working with AI in therapy and what isn’t.If you’d like to connect with Jonathan, check out his next monthly livestream, Let’s Talk with Jonathan: https://simplepracticeevents.com/LetsTalkNovLearn more about Heard: joinheard.com

Laura Vargas, LCSW, launched her Denver grief practice in fall 2025 while working full time and teaching on the side. She put up a website and waited. Nobody came.In this episode, Laura walks through what she did next: cold-calling funeral homes and grief support groups, investing grant money in professional SEO after her own attempts fell flat, signing a lease on an in-person office, and deciding to take insurance for grief work even though she had planned to stay private pay. By summer 2026, her practice went from zero to booked, with one client finding her through ChatGPT.Laura spent her early career at the Philadelphia medical examiner's office, where she built a bereavement program for families who lost someone to substance use. Today she works with Peer Support Community Partners, teaches, and runs Vargas Counseling and Consulting, where she specializes in grief after suicide and overdose loss and is one of the few Spanish-speaking grief therapists in Denver.They talk about:Why a website alone will not bring in clients, and what doesWhich early investments paid off and which ate time for nothingHow to decide on private pay vs. insurance when your specialty resists a diagnosisManaging three jobs and a 14-year-old dog without falling apartWhat it takes to think about a group practice a year after wondering if a solo one was possibleThe one thing she wishes someone had told her before she launchedLaura is a recipient of the Heard Private Practice Launch Grant.Find Laura at vargascounseling.com.The Money Part is a podcast from Heard, financial management software built for therapists. Bookkeeping, taxes, payroll, and banking in one place. Learn more at joinheard.com.

Most therapists in private practice run a business with one revenue line, the client hour. Anim Aweh decided that wouldn't be her whole story. Over 16 years she has built a private practice, a corporate wellness consulting firm, a movement called Therapy Over Silence, a children's book, a YouTube channel, and a speaking career. She recently accepted a director of marketing role at a tech company.In this episode, Andrew asks Anim how she got from "I'm just a social worker" to all of that. Her answer is that therapists already have the skills. The intake is a needs assessment. The treatment plan is a proposal. Collecting outcome data is how you get invited back. What has to change is the belief that the one-hour session is the only thing you're allowed to do.Anim walks through her first corporate engagement with an engineering firm, how she finds the right contact inside a company on LinkedIn, the budgets companies already have for this kind of work, and what to say when someone tells you they already have an EAP nobody uses. She also talks about a relationship that turned into paid work three years after an awkward introduction at a party.The conversation closes on money. Anim shares how she handles bookkeeping across several income streams, why she moved from an LLC to an S corp on her accountant's advice, and what changed the first time she filed afterward.What you'll learn:How to translate clinical skills into consulting: intake, treatment plan, outcomesWho to contact inside a company (HR, ERG leads, head of people) and how to find themWhere corporate budgets for wellness programs come fromHow to respond when a company says it already has a program nobody usesWhy pre and post surveys matter more than anything else for repeat workHow Anim uses AI in her day to day and where she draws the line clinicallyWhy an S corp changed her tax pictureTimestamps: 02:15 From "just a social worker" to director of marketing 03:44 The mindset shift 06:30 Imposter syndrome 08:55 Talking the talk in business settings 12:27 What corporate clients want and landing the first engagement 15:51 Who to reach out to inside a company 17:50 The budgets that already exist 18:13 "We already have an EAP nobody uses" 19:25 The relationship that paid off years later 21:01 Measuring results with pre and post surveys 24:40 What a week looks like now 26:31 Prioritization and staying grounded 29:19 How Anim uses AI 31:17 AI in clinical work and licensing boards 33:52 Her tool stack 36:31 Bookkeeping across multiple income streams 38:33 Switching from an LLC to an S corp 39:55 Energy over a number 41:59 Where to find AnimAbout Anim Aweh: Anim Aweh is a licensed clinical social worker with a public health background. She is the founder of Aweh Supports, a consulting practice that helps companies build employee wellness programs, and the force behind Therapy Over Silence, a movement to close the mental health gap in Black and brown communities. Her work has been featured in The New York Times and Yahoo News. She co-hosts the Founders Table, a cohort program for clinicians ready to move into consulting and other ventures.Links:Anim on social: @animawerFounders Table: https://the-founders-table.com/braveweekend-pageHeard: https://www.joinheard.comAbout Heard: Heard is financial management software built for therapists. Bookkeeping, quarterly and annual taxes, payroll, and banking in one place, so you can focus on your clients. Learn more at joinheard.com.

How do you know when you're ready to leave group practice and start your own? In this episode of The Money Part, Heard co-founder Andrew Riesen talks with Nia Henderson, LMFT, founder of Soft Spot Therapy Collective in Illinois, about the real timeline, pay math, and fear involved in going independent.She also shares how she told her group practice owner she was leaving, how she's moving clients over in batches, and the advice she'd give any therapist in the messy middle: take your time and find your footing. You do not need to be a perfect business owner on day one.Nia is a Black queer therapist serving BIPOC and LGBTQ+ individuals and couples navigating relational trauma and sociocultural stress, using narrative therapy, somatic work, and Internal Family Systems. Her long-term vision is a community healing center with integrated care.Questions this episode answersWhat is a typical group practice pay split for a pre-licensed therapist? How much do therapists make per session at a 50/50 split? How do you negotiate a higher split in group practice? How long does it take to plan a private practice? How do you tell your group practice owner you're leaving? How do you transition clients from group practice to private practice? How do you prepare financially before going independent?Chapters00:00 Cold open: "It was a grueling experience" 00:23 Welcome to The Money Part 01:13 Meet Nia Henderson, LMFT, founder of Soft Spot Therapy Collective 02:57 Why Nia became a therapist: from neuroscience research to clinical work 11:40 Bringing your full identity into private practice 16:01 The grueling road to licensure in group practice 19:39 Group practice pay splits: 50/50, 52%, and negotiating for 60% 24:18 The messy middle: building a practice while still employed 29:06 How to tell your group practice owner you're leaving 32:36 The biggest fear about going independent: the money 35:19 How Nia prepared financially for the transition 38:11 Advice for therapists becoming accidental entrepreneurs 41:16 ClosingLinksSoft Spot Therapy Collective: https://softspottc.com/ Heard: https://www.joinheard.com

In this conversation, Laura Reagan, an integrative trauma therapist, shares her journey from a clinician to a podcast host and entrepreneur. She discusses her experiences with trauma, the evolution of her podcast 'Therapy Chat', and the creation of the Trauma Therapist Network. Laura emphasizes the importance of understanding trauma, the need for bottom-up therapies, and the challenges therapists face in valuing their work. The conversation highlights the impact of therapy and the visibility of therapists in a world where mental health is increasingly discussed. In this conversation, Laura Reagan, LCSW-C, discusses the complexities of access to therapy, the sustainability of therapy practices, and the systemic challenges faced by social workers. She emphasizes the importance of financial stability for therapists and advocates for a more supportive environment within the field. Laura shares her journey in building a successful group practice and offers advice for new therapists on self-belief and advocacy.Find Laura here:https://traumatherapistnetwork.com/https://traumatherapistnetwork.com/podcast-category/therapy-chat-podcast/Learn more about Heard:www.joinheard.com Book a free consult:www.joinheard.com/welcome-form

SummaryIn this episode, Dr. Marie Fang shares her journey from starting her private practice in 2012 to becoming a leading expert in marketing and niching for therapists. She discusses practical strategies for building a full caseload, the importance of authentic marketing, and how to adapt to the changing digital landscape, including SEO and AI.Key TopicsThe early challenges of starting a private practiceThe importance of niching and specializationPractical SEO strategies for therapistsThe role of community and referral networksReframing marketing as helping others find youThe impact of AI on search and marketingBuilding authentic online presenceBalancing personal values with business growthChapters00:00 Introduction and Dr. Fang's background03:23 Starting her practice in 2012 and initial challenges07:31 Early marketing efforts and lessons learned12:20 The importance of embracing the slow build16:58 Building a niche and its impact on practice growth24:44 Handling challenges and staying energized30:37 Coming out as an affirming Christian therapist41:13 Adapting marketing strategies in the AI era52:21 Practical tips for online presence and SEO56:36 The role of social media and authenticity01:00:18 Final advice for therapists starting or growing their practice01:01:21 Closing and where to find Dr. FangWhere to find Dr. Marie Fang:https://privatepracticeskills.com/Interested in Heard? Book a free consult any time:www.joinheard.com/welcome-form

Talking about money makes most therapists uncomfortable, especially when it comes to raising fees.Tiffany McLain, Founder and CEO of Lean In. MAKE BANK., joins Michael Fulwiler to explore how therapists can build financially sustainable practices without sacrificing their values or clinical integrity.Tiffany shares how her personal upbringing shaped her views on money, why sliding scales aren’t always ethical, and how therapists can rethink their business model to better support themselves and their clients. She also breaks down the unconscious patterns that often hold therapists back from charging what they need and how confronting those patterns can deepen the clinical work.Listen to this conversation to help you think differently about what it means to be a successful therapist in private practice.In the conversation, they discuss:The internalized beliefs that hold therapists back from raising fees, and how these often stem from family dynamicsWhat therapists get wrong about sliding scale models and why setting fees based on assumptions about a client’s income can damage the therapeutic relationshipThe strategy Tiffany teaches to help therapists leave insurance panels and build premium-fee caseloadsConnect with the guest:Tiffany on Instagram: https://www.instagram.com/leaninmakebank/ Tiffany on LinkedIn: https://www.linkedin.com/in/tiffanymclain/Visit the Lean In. MAKE BANK. website: https://leaninmakebank.com/ Connect with Heard:Andrew Riesen's LinkedIn: https://www.linkedin.com/in/andrewriesen/Newsletter: https://www.joinheard.com/newsletter Book a free consult: https://www.joinheard.com/welcome-form Jump into the conversation:(00:00) Welcome to Heard Business School(01:05) Meet Tiffany McLain(02:21) Childhood Lessons that Shaped Tiffany’s Money Beliefs(04:34) Hiding Financial Goals During Therapy School Interviews(06:20) The Mindset Most Therapists Bring to Private Practice(08:03) How Tiffany Challenged the Fee Status Quo(10:12) Early Lessons on Raising Fees at Access(12:24) Common Myths Therapists Believe about Setting Fees(14:54) Why Therapists Assume Clients Can’t Afford Therapy(16:32) Private Practice Isn’t Built to Serve Everyone(19:40) Sliding Scale Often Masks Money Avoidance(23:02) A Practical Method for Calculating Your Fee(25:30) What to Say When Raising Your Rate(30:18) Low Fees Can Harm the Therapeutic Relationship(33:59) Can You Build a Practice on Insurance?(40:31) Tiffany’s Four-Step Framework for Premium Practices(46:39) Hiring Challenges and Growing a Values-Led BusinessThis episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode.

What does it take to turn decades of clinical experience into a movement that reshapes therapy around the world? Dr. Julie Schwartz Gottman joins Michael Fulwiler to share her personal and professional journey behind co-founding The Gottman Institute and co-developing the Gottman Method.Julie recounts the pivotal decisions that led her from private practice to co-creating a global clinical training business with her husband, Dr. John Gottman. She also opens up about growing up in a family shaped by generational trauma, navigating early challenges in the mental health field, and why she’s always gravitated toward serving clients in deep pain.Tune in to learn how Julie balanced a mission-driven mindset with the realities of running a business, and why therapists should protect their values even as their practices grow.In the conversation, they discuss:Building a sustainable private practice rooted in serviceHow the Gottman Method evolved from research to widely taught clinical frameworkWhat every therapist needs to remember when navigating visibility and legacyConnect with the guest:The Gottman Institute on Instagram: https://www.instagram.com/gottmaninstitute/ The Gottman Institute on LinkedIn: https://www.linkedin.com/company/the-gottman-institute/ Visit The Gottman Institute website: https://www.gottman.com/ Connect with Heard:Andrew Riesen's LinkedIn: https://www.linkedin.com/in/andrewriesen/Newsletter: https://www.joinheard.com/newsletter Book a free consult: https://www.joinheard.com/welcome-form Jump into the conversation:(00:00) Welcome to Heard Business School(00:25) Meet Dr. Julie Schwartz Gottman(01:26) How generational trauma shaped Julie’s early life(03:51) Childhood suicide attempt that changed her path(05:05) Visiting concentration camps and reclaiming Jewish identity(06:52) Creating a crisis hotline during the Vietnam War(13:09) Polio, pain, and finding empathy through suffering(15:21) Living in India and feeding street children(17:21) Journey from Kathmandu to grad school in 36 hours(22:15) Meeting John Gottman and instant recognition(28:41) Launching the Gottman Institute from a dining table(31:09) Developing the Gottman Method(35:53) Working 40 clinical hours while building a business(42:51) Upholding standards for the Gottman Referral Network(47:16) Facing constant sexism while building a global brand(52:39) Rapid-fire questions on legacy, joy, and hopeThis episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode.

Therapists entering the field face a hidden obstacle that can derail their entire career: finding affordable, accessible clinical supervision.Rachel Ledbetter, licensed marriage and family therapist and CEO of Motivo, joins Michael Fulwiler to share how her own struggle to get licensed in rural Georgia led her to build a company that’s now helping thousands of therapists cross the finish line to licensure.In this candid conversation, Rachel talks about her early startup mistakes, the values that guide Motivo’s pricing model, and what it’s like to raise venture capital as a therapist in tech. She also reflects on the identity shifts that came with divorce and growing a mission-driven company.Listen to this episode to hear how Rachel turned one of the biggest barriers to becoming a therapist into a business that’s helping others get licensed.In the conversation, they discuss:The supervision bottleneck and why so many therapists never get licensedHow Rachel bootstrapped Motivo without a technical backgroundWhat therapists get wrong about venture capital and tech startupsConnect with the guest:Rachel on LinkedIn: https://www.linkedin.com/in/rachelmccrickard/ Visit the Motivo website: https://motivohealth.com/ Connect with Heard:Andrew Riesen's LinkedIn: https://www.linkedin.com/in/andrewriesen/Newsletter: https://www.joinheard.com/newsletter Book a free consult: https://www.joinheard.com/welcome-form Jump into the conversation:(00:00) Welcome to Heard Business School(00:51) Meet Rachel Ledbetter(03:00) From Bible Ministry Degree to Therapy Career(05:00) Shifting Away from Faith-Based Counseling(07:00) Working Skid Row and Post-Grad Supervision Struggles(09:00) Driving Four Hours Weekly for Supervision(11:00) Launching Motivo on Shopify with No Tech Team(13:00) Growing Fast Through Professional Association Partnerships(15:00) Why Motivo Switched to B2B Model(17:00) The Supervision Crisis Blocking Licensure for Therapists(21:00) What Most Therapists Misunderstand about Venture Capital(24:00) Why Motivo Doesn’t Let Supervisors Set Rates(27:00) Learning to Give Hard Feedback as a Leader(34:00) Separating Your Identity from Your Business(42:00) Advice for Therapists Who Want to Build Tech(49:00) Rachel’s Favorite Founders and Lessons from LuckThis episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode.