When Alanna started her private practice, she was charging as little as $60 per session.
Like many therapists, she deeply believed therapy should be accessible. But as a multi-racial therapist, solo breadwinner, and mom of a young child, the reality of running a practice quickly caught up with her.
Despite being an excellent clinician and working hard, her practice was bringing in $4K–$6K months, and the financial pressure was constant. She tried what many therapists try first—adding new offers like couples intensives—but nothing solved the underlying issue.
Her fees simply weren’t aligned with the life she needed to support.
Inside this episode, Alanna shares how she moved from a patchwork caseload with clients paying anywhere from $60 to $200, to building a private-pay practice where most of her clients now pay $250–$425 per session.
Today, about 90% of her caseload pays $250+, her practice is full, and she’s preparing for maternity leave with a level of financial stability she never thought possible.
Her story is a powerful example of what happens when therapists stop waiting for referrals, marketing hacks, or new services to fix their income—and instead address the deeper beliefs keeping their fees low.
Listen to the episode:
In this episode, Alanna will share:
- What Alanna’s practice looked like before raising her fees
- The concept of “pretend fees” and why many therapists unknowingly operate this way
- Why adding intensives didn’t solve her income problem
- The emotional and psychological blocks that kept her undercharging
- The moment she realized waiting wasn’t going to work
- What it was actually like raising fees with current clients
- How fee conversations can become powerful clinical work with couples
Building a sustainable practice as a multi-racial therapist and solo breadwinner
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Resources mentioned
More about Alanna
I’m a CA LMFT and neurodivergent‑affirming couples therapist supporting long‑term BIPOC and interracial partners who love each other deeply but keep repeating the same painful patterns. I work with high‑achieving couples who are successful in every other area of life yet feel overwhelmed and unsure how to turn things around at home. My practice helps them slow down, navigate conflict with honesty and compassion, and rebuild the intimacy they’re terrified of losing.
