In this episode of The Money Sessions, Tiffany talks with Jesse Hernandez, LPC, a therapist practicing in a small Texas town who made the bold decision to significantly increase his session fee.
When Jesse first started exploring the idea of charging more, he was seeing around 12–15 clients per week at about $110 per session—while also working a weekend night job to supplement his income.
Financial pressure was real.
But so was the self-doubt.
Could clients in a small town actually afford higher fees?
Would people still book with him?
Jesse decided to test those assumptions.
Over time, he raised his rate to $250 per session, confronting imposter syndrome and internal resistance along the way.
In this episode, Jesse shares the vulnerable moments that came with that transition—including the fears, the unexpected lessons, and the role community support played in helping him stay the course.
Listen to the episode:
In this episode, Jesse will share:
What it’s like building a premium-fee practice in a small town
The fears therapists often face when raising their rates
Jesse’s journey from $110 to $250 per session
How self-doubt and imposter syndrome show up in private practice
Why community and mentorship can change the trajectory of a business
What it looks like to build a practice aligned with your values and goals
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Resources mentioned
More about Jesse
Jesse Hernandez is the owner of Elevate Mental Health, a solo practice in texas where he specializes in working with professional men struggling in their relationships. After working for several years in youth shelters and addiction treatment centers, Jesse realized that there was something much deeper that was impacting the way men were showing up in their lives and decided to create a space where men could show up, challenge themselves, and change their lives. When he’s not in the chair, you can probably find Jesse on some mountain hiking with his kids and partner or rewatching Breaking Bad for the 6th time.
