Where are you in your private practice journey? How's it going for you? I'm Jules Smith, and I'm so glad you're here.
The Fearless Practice podcast is your go-to resource for building a thriving private practice in Canada. Whether you're just starting out or looking to grow, this podcast is here to guide you every step of the way. I share practical tips on everything from launching your practice and filling your schedule to expanding into a group practice.
But you won't just hear from me—I also interview Canadian therapists from across the country who share their real-life experiences, challenges, and wins. These honest conversations offer valuable insight, inspiration, and support to help you confidently create a private practice that works for you.
Let's learn, grow, and build fearless practices—together.
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Today we're going to get a little more personal! I'm going to share more about my Canadian private practice and how I run it, especially when it comes to raising and lowering my rates.
In the spirit of integrity and authenticity, I want to share these things with you! In this episode, I'm going to be talking about how I raised my rates and then lowered them, and the reasons why I chose to do this, and what I have learned along the way.
In this episode:
Playing the market
Managing the stress of raising rates
Staying connected with community
The unexpected solution!
Playing the market
Around eight years ago, I started at $125 per session. At this point that price was considered high for a Registered Counseling Therapist, let alone a candidate, which I was at the time. Over the years, I got up to $300 for intake and $275 for subsequent sessions, and I had remained at this price for the past two years.
The reason why I wanted to play the market was because I was curious to see what my worth was financially. I had gotten burned out a few years ago, and was encouraged to raise my rates so that I could see fewer clients but still pay the bills.
Managing the stress of raising rates
I noticed that I felt a significant amount of stress each time I decided to raise my rates but was not sure why.
What I noticed in the beginning was that I would slowly adjust and feel more comfortable with the new price, and then the stress would reduce. But as my rates got higher and higher, I was unable to destress from the price increase.
Staying connected with community
I realized I started to feel disconnected from my community because, as you raise your rates, fewer and fewer people can afford your services
There are other ways to help community, such as hiring other therapists who can see clients at a lower rate or referring to other awesome therapists. But I love being a therapist and doing the work with clients. I wanted to help my community in a way that worked for me as well as for them.
The unexpected solution!
In the spring, I realized that I wanted to lower my rates. I was scared to do it though, because I was nervous that I would reduce my income too much and I wouldn't be able to afford the bills. However, the solution to my problem arrived unexpectedly!
I received news that Registered Counselling Therapists and Registered Psychotherapists in Canada no longer have to charge tax! This meant that I could adjust and lower my rates more easily and become more accessible to my community.
My associate and I wanted to find a price range that would be more affordable for clients, enable us to cover our expenses, and allow us to maintain a balanced work schedule without needing to work five days a week. Within one day of the tax being taken off, we decided our range and posted it on our Instagram and website, and emailed our clients to let them know, and jumped right in!
It's a great feeling to know that you could charge more but you choose not to because you want to live and work in alignment with your values.
Heidi Sturgeon: How I Launched and Grew My Canadian Private Practice | Ep 134
Wednesday, July 31, 2024 • Duration 52:46
Join Julia for an encore presentation of her 2022 conversation with Heidi Sturgeon. It's a thought-provoking episode that has an unexpected twist at the end! You can find the show notes here.
Kelly Hoskin: Trusting the Process for Success in Canadian Private Practice | Ep 125
Wednesday, May 29, 2024 • Duration 27:38
Sometimes people can feel nervous to start their careers since they don't know where it will end up. We may feel like we need to know exactly how the journey will look before we head towards a new destination.
In this podcast episode, Kelly and I discuss how she had no intention of working in psychotherapy initially after grad school, but found her way there. She discovered more of what she loved along the way!
MEET KELLY
Kelly Hoskin (BSW, RSW) is a registered social worker and psychotherapist passionate about supporting teenagers and adults, Indigenous peoples, and those grieving the loss of a pet. Kelly lives in Angus, Ontario and provides sessions virtually and in-person, including walk and talk therapy. She feels strongly in meeting clients where they're at and staying flexible to their needs. The client is the expert in their own life, and Kelly helps them to navigate their healing journey.
Kelly got her bachelor's degree after high school, and then she worked for a few years at an employee assistance program. Eventually, she decided to complete her bachelors of social work.
After she graduated from her bachelors of social work, it took her another few years to figure out what to do with her degree.
From social work into private practice
Kelly worked as the coordinator in a collective of therapists, and she was well-known there. She did potential client's risk assessments and recommended them to a therapist in the collective.
How Do I Prepare for Private Practice While Still in Grad School?: Live Consultation With Barb Barker | Ep 35
Wednesday, August 24, 2022 • Duration 47:06
Are you almost finished grad school and want to start Canadian private practice? What are the essentials that you need to have ready before you see clients?
It can be daunting to step into the counselling world after completing your studies, but getting yourself prepared while in grad school is the best step you can take to rocket yourself quickly and comfortably into Canadian private practice.
In this podcast episode, I do a live consultation with Barb, who is excited to begin her journey as a therapist, and we discuss the essentials to help her – and you – launch your Canadian private practice.
MEET BARB BAKER
Barb is a parent, wife, and intern counsellor. She hopes to open a private practice right after graduation. Currently, the focus of her practice will be parenting and neurodiversity (specifically autism).
Learn more about Barb on her Psychology Today profile.
In this episode:
It's easier to get your CECs through CCPA
Get your liability insurance
Start blogging
Repurpose your content
It's easier to get your CECs through CCPA
If you can, become a CCC – Canadian certified counsellor – as well as an RCT – registered counselling therapist (or Psychotherapists in Ontario) because it provides you with easier access to completing your education credits. Your college could provide some CECs but CCPA offers many more options for getting continuing education credits.
If you are still in grad school, consider getting a student membership at the CCPA. Then, once you have completed grad school, it can be a smooth transition to become a CCC. Also, join the counselling college in your province (if it has one)so that insurance companies will cover your services and so that you adhere to the best code of ethics and standards of practice for counselling.
Michelle Noftall Returns: The Benefits of Trying Something New in Your Canadian Private Practice | Ep 34
Wednesday, August 17, 2022 • Duration 33:21
Does progress in your online Canadian private practice feel slow? Do you want to increase the reach to your ideal clients, but don't know where to start? I know some strategies that can help you.
In this podcast episode, Michelle returns to talk about how our live consultation in the Spring helped her private practice become successful. We revisit her Canadian private practice journey and how she was able to become five times busier by using a few new simple approaches to marketing and business. Join us and see how they can help you too!
MEET MICHELLE NOFTALL
Michelle Noftall is a Canadian Certified Counsellor who opened her own online practice, OPAL Counselling NL, this past Fall. Her areas of interest are grief, loss, and life transitions. She is also a musician and educator who has almost finished a training program to integrate music into her counselling practice. She strives to provide a valuable service to her clients as well as build on her own strengths and passions as she does so.
Early struggles that Michelle faced in her practice
Helpful Instagram changes
Taking professional photos
Investing in a professional website
Early struggles that Michelle faced in her practice
Before my first consultation with Michelle, she had struggled with a period of slow growth within her Canadian online practice.
After our conversation, she tried some new techniques and approaches to marketing that I recommended, and things turned around for the better!
Helpful Instagram changes
Michelle was inspired after our first consultation and committed herself to making some of the changes that we had discussed to help her reach and surpass her goals.
Neena and Meg: How to Design a Gorgeous Counselling Space | Ep 33
Wednesday, August 10, 2022 • Duration 45:38
Do you provide counselling in-person, online, or both? How do you incorporate your branding colours, ethos, and approach to therapy into the atmosphere of your office? Are you looking at your space now and thinking that it may need some sprucing up?
In this podcast episode, I speak with Neena and Meg about the best way to create a unified and welcoming therapeutic space. From adding layers of textures and light to the science behind a calming office, there is something new here for you to learn!
MEET NEENA AND MEG
Neena and Meg are two clinicians on a mission to change the way we interact with our wellness spaces. They want to optimize the client and clinician journey through the creation of both function and beautifully designed spaces. They believe that inspiring spaces, inspire.
Learn more about Neena and Meg on their company's website.
In this episode:
The secret behind Articulate Design Co's success
Designing a space that embodies the business
Neena and Meg's tips
Integrate your space with your branding
Some don'ts for your online counselling space
The secret behind Articulate Design Co's success
Different design companies promise to help clinicians create a welcoming space for their clients. But what made Neena and Meg's company grow so fast and sustainably?
The secret lies in the fact that they are both clinicians themselves. They understand the deeper reasons behind what it takes to create the best therapeutic environment for both therapists and their clients.
Designing a space that embodies the business
When Neena and Meg work with clinicians to create their therapy space, they combine two things; the aesthetic of your business and the needs of your ideal clients.
Setting and Raising Your Rates Ethically for New and Current Clients | Ep 32
Wednesday, August 3, 2022 • Duration 24:55
When was the last time you raised your hourly rate? Do you feel anxious or nervous when it comes to addressing your hourly fee with new or current clients, especially when you know you need to increase your income to continue providing top-quality therapy?
There are a lot of emotions involved in setting and raising your rates and they can sometimes hold you back from making progress in your business if you don't address them. I have struggled with this too. So I hope this episode will help you to decide how to raise your rates ethically and where to start when setting your rates.
In This Episode:
What to consider when setting your rate
Overcoming the emotional toll of raising your rates
How to ethically raise your rates
What to consider when setting your rate
A lot goes into deciding on an amount to charge per hour for your time and energy with a client. It can make it easier for you, and them, to understand your value by making sense of what goes into it behind the scenes.
I recommend setting your rates based on your skills, experience, training, outcomes, and the unique qualities that you have as a therapist.
If you are starting from the very beginning, I recommend doing some research on Psychology Today and finding out how much therapists in your field are charging in your area. Find the middle range, and add on an extra $10.
For new clients, I recommend (bravely!) raising your rates, especially once you are three weeks full, and keep doing that until you find a good flow of having a session or two available every three weeks. If it doesn't work, then you can lower the rates again, no problem (as the new rates only apply to new clients).
Overcoming the emotional toll of raising your rates Some therapists may not be supportive or may judge your choices, but don't let them stop you. Even though some may disapprove, some therapists are in the same boat as you and will encourage you to pursue your value as a therapist and the life you are building for yourself.
Heidi Sturgeon: How I Launched and Grew My Canadian Private Practice | EP 31
Wednesday, July 27, 2022 • Duration 51:47
What does success look like to you in your Canadian private practice? Where do you want to place your focus and time within your practice? Do you even have to hire more therapists?
In this episode, Heidi and I speak about our respective Canadian private practice journeys – how surprisingly similar they are! – and what lies in store for us now. From networking to overcoming hurdles to reclaiming our approach to a work-life balance, we talk about it all.
MEET HEIDI STURGEON
Heidi is a clinical social worker that has a group online private practice in Halifax. Her vision to offer another option for clients seeking therapy led to her developing an Online Mental Health Private Practice in 2016, www.heidisturgeon.com, that provides secure and confidential therapy to clients in the comfort of their home, office, or location of their choice. In 2019 her practice expanded to become the first Online Mental Health Group Practice in Atlantic Canada.
When not working with clients or working on her Private Practice Heidi can be found on or near the water, reading or appreciating a good cup of coffee.
Heidi launched her private practice into the digital space after she resigned from her government job in 2015. Way ahead of the curve, Heidi decided to have this feature in her Canadian private practice to make it more client-focused and accessible.
There are often barriers to clients accessing therapy due to transportation issues or finding affordable child-care services to take care of their families while they seek professional counselling.
Tara Scullion: What You Need to Know About Canadian Private Practice Insurance | Ep 30
Wednesday, July 20, 2022 • Duration 35:12
What is your sleep-at-night factor when it comes to insurance? Do you lie awake at night fretting over what could go wrong, or have you taken the necessary steps to protect yourself and your practice?
Whether your Canadian private practice provides teletherapy, in-person counselling, or both, you need to make sure that you cover your bases. In this podcast episode, Tara and I discuss the ins and outs of liability insurance and which essentials you need to have in your insurance package to maintain professional protection and integrity.
MEET TARA SCULLION
Tara is a Registered Insurance Broker and Associate Director at BMS, a specialist broker that provides insurance coverage and risk management services to over 500,000 healthcare and regulated professionals across Canada and globally. Tara and the BMS teamwork to deliver evidence-based industry data and professional liability to counsellor and psychotherapist members across the country.
Some of Tara's insurance package recommendations for therapists
Liability insurance for online therapy
Liability insurance
Liability insurance can also be called errors and omissions insurance or malpractice insurance.
You could potentially be found liable for damages if some advice or treatment you gave goes awry, and that's where you can offset some risk onto yourself by taking out liability insurance.
What you should make sure to include in your liability insurance policy:
If you are employed, check your employer's liability policy and see if you are included. If not, then you may need to get liability insurance.
How to Create a Video That Takes Your Marketing to the Next Level | Ep 29
Wednesday, July 13, 2022 • Duration 21:25
Are most of your social media postings and marketing efforts static pictures? Do you want to elevate your practice in the eyes of prospective clients? Or would you simply like to boost your Canadian private practice's online presence?
Whatever your goals are, making a video to advertise your Canadian private practice is the next best thing to connecting with your ideal client face-to-face! In this episode, I share my experience and share with you some of my secret tips to help you to create your first video, and how to make it great!
In This Episode:
Why you should use videos in your marketing
Invest in your private practice by making a professional video
Tips for your video
Why you should use videos in your marketing
It is crucial for anyone who is starting and growing a Canadian private practice to make use of videos in their marketing and online advertising.
In your videos, you can talk about:
Who you are as a therapist
Why you are a therapist
How you can help people
What therapy with you may look like
What outcomes are possible if clients choose to do therapy with you
Standard networking is still important but if you want to take your marketing to the next level, you should consider a video!
Invest in your private practice by making a professional video Filming and shooting a high-quality video with B-roll and background music can be expensive.
You could shoot a short video with a friend and edit it yourself, but that is a risky choice, as it may cause more harm than good because it may look less professional, hereby undermining the true quality of your practice and the therapy you provide.
Even though it is expensive, consider it an investment for your Canadian private practice because it will move your business to the next level.
Kelly was then motivated to start a private practice, with just a Bachelors of Social Work. She wanted to make sure that there wasn't a specific rule stating that she wasn't allowed, and within her province, it is allowed - but maybe not always recommended! Since further studying is often encouraged or required. Always check with your college!
Kelly approached the team as joining a psychotherapist, and was met with a warm welcome. They were supportive of her trying it out, and it just took time, her confidence, and support from other psychotherapists - with peer supervision - but Kelly did get there!
Working in NIHB
People who have status, either Inuit or indigenous, can access this service and they can receive up to 22 counselling sessions per calendar year. The therapist is paid directly from the government, so the client doesn't have to pay at all.
In order to be a part of this program you can fill out an application as to why you would be competent to be part of this program.
You can learn more about this service on their official website. Kelly markets to her clients via her social media platforms, as well as receiving clients through her referral network.
Additionally, Kelly hosts a networking event each month for both fellow practitioners as well as clients, which allows more people to find out about her work, as well as allowing her to provide a platform for more therapists and clients to meet.
Kelly's advice for listeners
You are not the only one who doesn't know what they are doing with the business side of private practice!
Connect with your community of fellow therapists and practitioners, so that you have people to learn from and lean on, this is not a journey that you have to walk alone.
Once you become a CCC, you can apply to get your liability insurance through the CCPA. Getting liability insurance through CCPA is affordable and easy to do. Check out my podcast with Tara Scullion from BMS insurance to learn more!
Start blogging
If your student budget allows it, launch your website through Brighter Vision and start blogging to lay the foundations of your SEO.
If you know your niche and your ideal clientele then start writing basic blog posts. Consider putting a banner on your website: "Opening Sessions 2023" and then in January, you can update the banner depending on when you receive your certification and/or licensing.
Write blog posts that include keywords about your ideal clients and the locations where they are so that when they search for counsellors within their area, you pop up.
Repurpose your content
Even if social media isn't your thing, you can easily repurpose content – like from your blog posts! – into Instagram reels, which are currently what the algorithm favours.
Instagram is not only a great tool to connect with your ideal audience but it can also connect you with other professionals in your field and area. It is a networking opportunity between you and your clients and you and your peers.
Focus on networking and building your online presence while you wait to get your full certification and/or licensure.
Filming videos that reflected what in-session counselling with Michelle would look and feel like
Switching to a more casual-looking yet professional set of earphones to wear during videos and counselling
Creating Instagram reels
In creating her Instagram reels, Michelle got more comfortable and as she did so, she became more popular online. She often created reels out-of-office to be less formal, makes some reels outside, and used music in the background.
Taking professional photos
Michelle reached out to a friend of hers whom she had previously worked on music projects with to take some high-quality, professional photos.
Together, they took some new headshots and did some indoor and outdoor photoshoots. These top-quality photos can instantly boost your credibility and approachability, so consider investing in working with a professional photographer to take a few.
Investing in a professional website
Creating an authentic, smooth, and professional online representation of yourself and your business is an integral aspect of building sustainable success for your Canadian online private practice.
Consider working with companies like Brighter Vision to build you an impactful and easy-to-use website that connects you more easily to your ideal clients.
Neena and Meg strive to create unique spaces for each of their clients. They do not want their designs to be recognizable as their work because they strive to elevate the essence of the clinician's space, atmosphere, and their approach to clients.
Neena and Meg's tips
Designing a peaceful and welcoming therapeutic space is a multi-layered process. However, some principles that Neena and Meg suggest being mindful of include:
Paint: many people paint a space white because it is neutral. However, it can be a challenging colour because it accentuates every other colour in the room. There are different and more thoughtful ways of colouring a space without creating visual tension.
Textures: create variation in the space by using different textures because it creates a layered look. Use wood, have carpets and pillows, and purchase some natural plants to create a holistic atmosphere.
Lighting: great lighting brings in another element and adds layers to your space. Use soft and natural lighting where possible.
These tips work for both in-person and online counselling spaces. Incorporate them together in your room because your physical and virtual presence needs to be aligned.
Integrate your space with your branding
To further align your virtual and physical counselling space, as well as to remain consistent in your business and marketing efforts, you can (subtlety) bring your company colours into the atmosphere.
The more your clients can interact with your branding colours, the more they will recognize your online presence. When clients see and feel that branding consistency, they tend to trust you more.
Remind yourself of why you started your Canadian private practice. For me, I wanted to achieve a healthy work-life balance because I did not want to see a lot of clients and get burned out. I wanted to provide high-quality therapy to my clients while also making time to enjoy life.
How to ethically raise your rates The simple answer is to not exploit your clients. Make sure that your prices are shown clearly on your website, Psychology Today, and Jane App.
Therefore, when people are looking at your services they will know exactly what your prices are before engaging with you.
When raising your rates for clients that you are currently seeing, send out an email stating that you are raising your rates and they can either pay the new rate or reach out to you if it's too expensive. If a client cannot afford your new rate you can refer them to a therapist within their budget or offer them a discount. Keep in mind that, depending on the situation, it may be unethical to end therapy with a client and refer them out right away.
More than that, Heidi wanted to work from a home office space and have more control over her schedule, and building a Canadian online private practice helped her to achieve those goals.
Allow flexibility and change
For any Canadian therapist on their private practice journey, Heidi's advice is to have a plan in mind and to work towards your goals but to also allow some flexibility.
There will be changes and shifts that happen in your business and life and practicing being flexible and open-minded will help you to more easily overcome those challenges.
Heidi's tips for finding clients
Get going on building your network. Referrals can find you through any stream whether through past or current clients, or fellow therapists who need to refer other clients out.
Networking efforts can look different and range from:
Joining an organization for business in your community or province
Connecting with fellow Canadian therapists who see clients with similar pain points to yours
Building relationships with health practitioners that work with your clients
Creating authentic and relatable content on social media platforms
Signing up for online directories to help clients find you
Do you want to hire therapists?
There is the hustle-capitalist culture in our society that urges people to constantly push to the next level, to never stop, and to always be chasing a goal.
If you want to grow a successful and large Canadian private practice, hiring more therapists is key. However, is that what you want? Are you defining your work fulfillment based on the quick succession of successes, or on the quality of the work that you do with clients and colleagues?
Regulatory complaints. Some provinces have colleges where clients could make a complaint against you or your practice, therefore making sure your professional liability insurance includes coverage for regulatory complaints.
Some of Tara's insurance package recommendations for therapists
For Canadian therapists in private practice, Tara recommends taking out packages that include:
Professional liability insurance
Commercial general liability which provides coverage for third-party property damage or bodily injury
Commercial liability insurance for events and speaking gigs
Legal entity policy or business professional liability to protect your business entity name
Liability insurance for online therapy
Now that many Canadian therapists are providing telehealth due to the pandemic, the business world has had to develop new strategies to protect both practices and clients online.
You have to look at:
Territorial limit of your policy: where your policy is covering you for the services that you are delivering.
Jurisdictional limit of your policy: the territory or country where a claim can be brought against you.
To further protect yourself and your practice, be sure to remain within your scope of practice both where you are located and where your client is located. This means that you keep to the regulations of your client's province, even if it differs slightly from yours.
Read up on GetCyberSafe about how you can further protect yourself and your Canadian private practice online while providing teletherapy and if you practice in different countries.
Protect yourself online and read up on resources on GetCyberSafe
Tips for your video
When you are giving your speech, you want to make sure that it isn't too long.
Answer questions within your video to make it as natural as possible.
Create a realistic setting. Film your video in the same setting as where the therapy would be happening, or in an office that looks similar.
Minimize clutter, create an inviting space, and make it as cohesive as possible.
If you have brand colors then make sure to subtly present them within your video to unify your brand even further.
Lighting, lighting, lighting! Make sure that there is good lighting when you are filming, either natural or soft artificial.
Make sure that the videographer you are working with has good quality equipment, such as lights, the camera itself, and microphones for top-quality sound.
Top tip: Before you work with your videographer, ask to see their resume and any past projects they have worked on to see whether you like their style or not.
Get to editing. Once your videographer sends you edits, you can go back and forth with them to get the best final edit. You can give them your preferences and they can recommend their professional opinions.
Now, put your professional and amazing video on the front page of your website so that any clients that are on your page can watch it!
Consider putting a short 15-second cut of the video on your Psychology Today profile for an extra boost.
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