How to Set Fees and Get Paid What You're Worth as a Private Practice Therapist
A no-fluff guide for private practice therapists who are done second-guessing their rates.
I’m willing to bet that setting your fees wasn’t exactly what you pictured when you decided to become a therapist. You went into this work to help people, not to crunch numbers or figure out what to charge for an hour of your time.
And yet—here you are, staring at your EHR, trying to decide if you’re allowed to raise your rates, wondering if you’re charging too much or not enough, hoping no one asks you, “Do you take insurance?” because… well, it’s complicated.
First Things First: Know Your Worth as a Private Practice Therapist
The first step is recognizing the fact that you are both a therapist and a business owner. Sure, you didn’t go into this field for the money, but that doesn’t mean you shouldn’t be paid fairly.
You’ve got education. You’ve got experience. You’ve got specialties, supervision, certifications, and probably a bookshelf full of therapy books with at least five bookmarks in each. (Just me?)
And yet—so many therapists tell me, “I don’t know if I can charge that much.” Here’s my response: Why not?
You’re not only charging for 50 minutes. You’re charging for everything it took to show up and hold that space—your training, your nervous system, your attunement, your intuition. That stuff is worth something. Actually, it’s worth a lot.
So before we go any further, take a breath and say this with me:
“My work is valuable. My time is valuable. My fee reflects that.”
Market Research — What Are Other Therapists Charging?
I get this question all the time: “What should I charge?”
And my answer is… it depends. It depends on your location, your niche, whether you’re virtual or in-person, your lifestyle goals, your overhead, your schedule... need I go on? So yes, do your research. Look at what other therapists in your area (or online space) are charging. But use that info as a guide, not a blueprint.
You're not obligated to match someone else’s fee. You just need to set a number that honors your time, your energy, and the business you’re building. That’s it.
How to Actually Calculate a Fee That Works
Alright, here’s where we get a tiny bit nerdy—but in a good way.
Think of your fee like a recipe. You need to know what ingredients go into running your practice before you can price your services.
Here’s what to consider:
Your monthly business expenses (EHR, Zoom, liability insurance, website, supervision, etc.)
Your desired take-home income (yes, you’re allowed to want to be financially stable)
The number of clients you want to see each week
Non-billable hours (because we both know you don’t just “show up and talk”)
Once you’ve got that breakdown, you’ll be able to reverse engineer a fee that supports you—not just your clients.
And don’t forget to factor in future you. The one who wants vacation time, retirement savings, and the ability to say “yes” to an impromptu Friday off without panicking.
Communicating Your Fees with Confidence
This one’s big. You can set the perfect fee on paper—but if you deliver it to a client like a guilty confession, it’s going to land… weird.
Let’s rewrite the script. Instead of:
“I charge $150... but I can slide if you need me to…”
Try:
“My session fee is $150.”
“The investment for our work together is $175 per session.”
“I offer a limited number of sliding scale spots. At the moment, those are full.”
That’s it. No essays. No disclaimers. No nervous energy. Just clear, calm communication. When someone asks about your fee, it’s not a confrontation. It’s an opportunity for clarity.
Getting Paid What You’re Worth
Let’s talk about the real secret to getting paid what you’re worth: systems. If your billing process is inconsistent, manual, or emotional (aka: “I forgot to send an invoice, so I just let it go”), you’re not setting yourself up for success.
Here’s what I recommend:
Use a payment system with card-on-file capability
Set clear cancellation and late payment policies—and enforce them
Automate as much as you can (your nervous system will thank you)
Get help if you need it—billing support is worth every penny
Getting paid consistently should feel boring—in the best way. You deserve that ease.
It’s Okay to Raise Your Rates (Really)
You’re not the same therapist you were a year ago. Your skills have grown. Your systems are stronger. Your demand may have increased. So if your expenses are rising and you’re booked out, it’s okay to raise your rates. In fact—it’s necessary.
Give clients advance notice. Be transparent, but not apologetic. Something like: “As of [date], my fee will increase to [new rate]. I value our work together and appreciate your continued trust.”
Keep it short. Keep it kind. Then… pause. Let the client respond. No need to go into too much detail or defend every single dollar.
Final Thoughts (From One Private Practice Therapist to Another)
I know this stuff can feel sticky. But here’s what I want you to remember: You’re not “just a therapist.” You’re a business owner. A space-holder. A problem-solver. A guide. Your work changes lives—and you deserve to be paid accordingly.
So let’s stop whispering about money like it’s a bad word. We're building practices that support everyone involved—including you.
Here Are Your Next Steps:
Take 15 minutes to review your current fee. Does it still work for you?
If not, map out what would. Write it down. Say it out loud.
Set a date to implement your new fee—or to start the research if you're not there yet.
And if you want more support? You know where to find me.
