Starting your own therapy practice is one of the most courageous steps you can take in your professional journey. It’s exciting, meaningful, and let’s be honest, completely overwhelming at times.
At The Thriving Practice Academy, we’ve worked with dozens of therapists who’ve taken that leap, and we’ve seen a few common missteps come up again and again. Not because these therapists weren’t smart or capable (they are!), but because no one ever taught us how to run a business in grad school.
Here are three of the biggest mistakes we see therapists make when starting their own practice, and how to approach each one with more ease and alignment.
1. Undercharging for Services (Because You Want to Be "Accessible")
Many new therapists set their fees too low out of fear: Fear that no one will pay more, fear of being seen as greedy, or a deeply held belief that helping people and earning a livable income are somehow in conflict.
Here’s the truth: undercharging isn’t sustainable. When your fee doesn’t reflect the time, training, and energy you bring to each session (not to mention the unpaid labor of admin, marketing, and clinical growth), burnout happens fast.
Try this instead:
- Get clear on your financial needs. What does sustainability actually look like for you?
- Challenge the internalized scarcity mindset that tells you people won’t pay your full fee.
- Know that being accessible and being underpaid are not the same thing. There are many creative, ethical ways to increase access without sacrificing your own wellbeing.
2. Overbooking Your Schedule (Because You Feel Like You Should Say Yes to Everyone)
When the referrals start coming in, it can feel thrilling... and impossible to say no. Many new practice owners fill their calendars to the brim, afraid to lose momentum or let someone down. But a packed schedule with no breathing room isn’t a badge of success. It’s a fast track to exhaustion.
Overbooking is often a sign of fear: fear that clients will stop coming, fear that we’re not doing enough, or even fear that downtime means we’re failing.
Try this instead:
- Start with a manageable caseload and grow gradually. Quality of care (and life) matters more than quantity.
- Block time for admin, breaks, meals, and your own therapy or supervision.
- Practice saying, “I’m full right now, but I can refer you to someone great,” without guilt.
3. Letting Imposter Syndrome Run the Show
Imposter syndrome doesn’t mean you’re unqualified, it means you’re human. And for new business owners, it can be loud:
Who do I think I am to do this? What if I’m not good enough? What if I fail?
Many therapists delay launching, overinvest in certifications, or stay small out of fear they don’t “deserve” to take up space as a business owner.
Try this instead:
- Notice the stories your inner critic tells you, and don’t assume they’re facts.
- Surround yourself with supportive peers or mentors who can reflect your strengths back to you.
- Remember: no one feels 100% ready. Clarity comes through action, not before it.
You’re Not Doing It Wrong. You’re Learning.
Building a practice isn’t about doing it perfectly. It’s about creating something sustainable, meaningful, and aligned with your values one step at a time. If you’ve made any of these mistakes (or are currently in them), you’re not failing. You’re growing.
And you don’t have to do it alone.
At The Thriving Practice Academy, we help therapists build businesses that work for them, through guidance that’s trauma-informed, emotionally attuned, and genuinely supportive. Because thriving as a therapist isn’t just about client care, it’s about caring for you, too.