Align Therapy Shop

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Align Therapy Shop I help therapists create a modern + aligned practice through an anti-hustle, anti-burnout strategy.

Through my courses, programs, and membership you'll learn everything you need to start, fill, and scale your practice, the right way.

10/14/2026

The older I get, the less impressed I am by building a business that looks successful but sucks the life out of you.

I may have built a boutique group practice for couples in Boise, Idaho, where my therapists charge $225/hour, but that doesn't mean I want a mega practice with multiple locations or making my therapists see 30+ clients a week. And I DEFINITELY don’t want my income to depend on whether an insurance company cuts reimbursement rates or a VC-backed platform changes the rules.

I want OPTIONS. For me, a huge part of creating those options has been learning how to get private-pay clients. Unfortunately, a full private-pay caseload doesn’t just happen because you’re a good therapist (I know, I know. It sucks.)

You can be incredible at what you do and still struggle to fill your private-pay caseload if the right people can’t find you and don’t immediately understand why you’re the only therapist for them.

👉🏻 When you are struggling to get private-pay clients, you need to know WHICH of those problems you actually have. Otherwise, changing your fee, joining another directory, posting more on Instagram, or rewriting your website for the hundredth time won't do anything.

Every month you don’t know what’s keeping private-pay clients from finding and choosing you, you’re making marketing decisions based on guesses.

There are 4 core areas I look at when a therapist tells me their private-pay caseload isn’t filling. I've used these Core 4 Principles to help students get off insurance and get private-pay clients in 90 days.

✅ Comment OPTIONS to join my free Core 4 Marketing Challenge. Every day, you'll learn ONE thing and get a specific action to go take in your practice that day. This isn’t another free training where you listen to me talk about marketing for an hour and then go back to doing exactly what you were doing before.

By the end of the Challenge, you’ll know what needs your attention, AND you’ll have already started working on it.

You can spend the next few months guessing at what might finally fill your private-pay caseload… or you can spend 4 days working on it with me and a community of like-minded therapists GETTIN' THOSE CLIENTS!

10/13/2026

Take the piece of grad school… ⬇️

That teaches you ethics and basic theoretical foundations.

👉🏻 Then leave the rest….

Because grad school doesn’t actually teach you how to be a good therapist.

It also doesn’t teach you how to build a career that financially supports you.

👉🏻 And unpopular opinion, but I believe those two things are related.

Because this job is hard as f*ck.

And if you want to do it well and do it long term, you HAVE to be able to take care of yourself, emotionally, mentally, physically, and financially…

👉🏻 If you don’t believe me...how exactly are you going to support someone in excelling in a marathon if you can’t even run a mile?!

This dumpster fire of a healthcare system in America isn’t set up for us to succeed in the traditional way. I don’t think the answer is waiting around for the system to suddenly start valuing therapists more.

We need options, and we need them NOW. We need to know how to build practices that aren’t completely dependent on insurance companies, directories, or someone else deciding what our work is worth.

👉🏻 THAT requires learning something grad school definitely didn’t teach us: how to market a therapy practice and attract private pay clients.

There are 4 core areas I look at when a therapist tells me, “I’m marketing my practice, but still not getting private pay clients”.

And here’s where it gets interesting: you can be doing 3 of them really freaking well and STILL struggle to get consistent private-pay inquiries because the fourth one isn’t doing its job. The problem is, most therapists don’t know which one's holding them back, so they lower their fee, rewrite their Psychology Today profile for the 100th time, join another directory, and post more when they might be fixing the completely wrong thing.

👉🏻 That’s exactly what we’re figuring out together inside my FREE 4-day Core 4 Marketing Challenge.

By the end, you’ll know which parts of your marketing need your attention AND you’ll have taken one action step each day to start working on them.

This is how I average 5 new clients a week in my group practice.

Comment CHALLENGE and I’ll send you the link to join us for free. ⬇️

10/12/2026

I mean…therapists have only been screaming about this for YEARS. 😅

We spend tens of thousands of dollars getting the education required to enter this field, work unpaid internships, graduate with student loans, spend YEARS working toward independent licensure…and then enter a system where low pay, sh*tty reimbursement rates, and huge caseloads are treated like they’re just part of being a therapist.

And now we’re talking about whether some graduate programs are producing graduates who earn enough.

HELLOOOO. We’ve been telling you. Because if the last few years have taught us anything… it’s that healthcare can change a lot faster than most therapists expect.

This is why I will preach all day that the best thing that therapists can do for themselves and their clients is to learn how to market themselves, because knowing how to consistently attract your own private-pay clients gives you (AND THEM) options.

That doesn’t mean every therapist needs to drop every insurance panel tomorrow, but it does mean you should know how to get clients without being completely dependent on someone else sending them to you.

And if nobody ever taught you how to do that (because grad school sure as hell didn’t), come join me for my FREE Core 4 Marketing Challenge.

There are four core principles every therapist should be building into their practice if they want to build a sustainable private practice. If you don’t own those four things, someone else effectively owns your business.

This is how I am able to run a private pay group practice in Boise, Idaho where our therapists charge $225/hour.

Comment LEVERAGE, and I’ll send you my free Core 4 Marketing Challenge so you can learn the framework for attracting private pay clients AND actually put it into practice.

For 4 days, we’re actually WORKING on the four areas of your marketing that help private-pay clients find you, recognize that you’re the therapist for them, remember you, and get referred to you.



private pay therapists, private practice therapists, licensed therapists

10/08/2026

The amount of random things you have to figure out when you own a private practice... 😬

I’ve used SimplePractice for the last 7 years, and one of the biggest reasons I’ve stuck with it is because ✨I don’t want to spend my limited admin time fighting with the system that’s supposed to make running my practice easier.✨

CPT codes automatically appear on a SimplePractice superbill when you generate the document for a client's completed and coded appointment, which means that I can keep my client information, documentation, billing, superbills, scheduling, and other practice admin in one place instead of piecing together a million different systems. 🥳

An EHR isn’t just somewhere to store your notes. It’s part of your practice's infrastructure, and if the system you use every day creates friction, you’re paying for it with your time and money.

I would rather spend 30 minutes doing literally anything else than trying to figure out which CPT code needs to go where.

If your current EHR is making the backend of your practice feel harder than it needs to be, it's time to look at what else is out there.

✅ SimplePractice is currently offering 50% off your first 4 months.

Comment SIMPLE 👇🏻 and I’ll send you the link!

Therapists, what would you add to the list? Am I missing anything? 😂 licensed therapist, licensed counselor, lice...
10/06/2026

Therapists, what would you add to the list? Am I missing anything? 😂



licensed therapist, licensed counselor, licensed psychologist, therapist memes, therapist humor, private practice, private pay practice

10/05/2026

Repeat after me: The problem was never telehealth. 👏

THIS is why I get so frustrated when therapists are told things like, "People don't want virtual therapy anymore", "You need to take insurance if you want to fill your caseload," or "Private pay is just really hard right now."

Because then therapists start changing EVERYTHING based on someone else's assumptions, when sometimes the right people just aren't finding you or understanding why YOU are the therapist for them.

These are the Core 4 things I told my student to look at:

1. Can the right clients recognize themselves in your niche?
2. Can they find you?
3. Will they remember you?
4. Do the right people know who to refer to you?

Now, auditing these 4 things is a start, but how do you actually fix these areas of your marketing?

You can market the heck out of your practice and still have a Core 4 problem. I’ve watched therapists assume they needed to lower their rates, take more insurance, add another directory, or change their niche when what they ACTUALLY needed was to figure out which one of these four things was breaking down.

So that’s what we’re doing together in November! I took the Core 4 I teach my students and turned it into a free, 4-day Challenge so you can look at YOUR practice, figure out where the gap is, and complete a simple action step each day that will help you get private pay clients.

If your private pay caseload isn’t where you want it to be, comment CHALLENGE and I’ll send you the details.

10/02/2026

Here ⬇️

10 ways I work to make therapy & mental health support more accessible while charging $225/hour:

1. Accepting HSA/FSA payments
2. Providing superbills so clients can seek out-of-network reimbursement when their plan offers it
3. Talking through options like using savings to invest in therapy
4. Having clients split the cost with a partner, parent, or loved one when that support is available to them
5. Working with current clients experiencing financial hardship by temporarily reducing their rate or switching to biweekly sessions
6. Offering 1-2 “pay what you can afford” spots on my calendar
7. Using some of my business profit to donate to nonprofits promoting better mental healthcare or resources for underserved communities
8. Donating my time by volunteering with organizations I care about
9. Going to my own therapy so I can be BETTER at my job and better support my clients
10. Offering free education online through blogs, podcasts, and social media (which, conveniently, is also good marketing 😉)

You do not have to choose between building a profitable private-pay practice and caring about accessibility.

Now that that's clear, how do you actually get clients who are willing to pay that amount?

If you want to learn how to get private pay clients, that’s exactly what we’re working on inside my FREE Core 4 Marketing Challenge.

In four days, we’re getting out of “I should probably market my practice…” mode, and we're actually doing it!
​​
Together, we’ll work through my CORE FOUR areas of a private-pay marketing strategy that actually gets you noticed, remembered, referred to, and booked

Comment CHALLENGE and I’ll send you the link. 👇🏻

10/01/2026

Plot twist: you probably don’t need MORE marketing, you need BETTER marketing (can someone say hallelujah? 🙌)

More visibility, more content, more referrals, more SEO, more website traffic… all of that is GREAT, but none of it helps much if you haven’t clearly defined WHO you actually want more of.

More marketing only works when it amplifies what's already there and what is already working.

If your niche is vague, more visibility can just mean more inquiries from people you don’t actually want to work with.

Your niche gives all of that marketing a target. It tells you who your website should speak to, what your content should talk about, what you should rank for on Google, and who your referral partners should send your way.

Before you market harder, get clearer on who you’re trying to attract.

That’s exactly where we’re starting inside my FREE Core 4 Marketing Challenge. In four days, we’re getting out of “I should probably market my practice…” mode and we're actually doing it!
​​
Together, we’ll work through my CORE FOUR areas of a private-pay marketing strategy that actually gets you noticed, remembered, referred to, and booked:

1. Your niche
2. Your visibility
3. Your brand
4. Your relationships

Comment CHALLENGE and I’ll send you the link to join us. 👇🏻

09/30/2026

If you're a therapist who wants more inquiries from your ideal clients from your website, it doesn’t need to be the fanciest website on the internet.

It DOES need to make it ridiculously easy for the right private-pay client to land there and think, “Oh wow, this therapist gets me.”

Getting someone to your website is only half the job. What they see when they get there matters, too.

If you’re trying to build a private-pay practice and attract private-pay clients, this is exactly the kind of marketing we’re working on together in my FREE Core 4 Marketing Challenge, because saving more tips & educational posts won't do anything unless you implement them.

In four days, we’re getting out of “I should probably market my practice…” mode, and we're actually doing it!

Comment CHALLENGE and I’ll send you the link to join. 💛



private pay practice, private practice therapist

09/29/2026

Most therapists look at a chart like this and immediately focus on the income.

I don’t. I focus on the extra 8 therapy sessions. 😬

Because that’s where your evenings go that you could’ve spent at home having dinner with your kids. That’s where your weekends go that could’ve been spent on a romantic dinner date with your partner.

That’s where your energy goes and where the resentment starts.

If you’re currently feeling more like the therapist on the left, I’m guessing you’re already doing a LOT of the things you were taught to do to be a “good therapist”:
👉🏻 you’re on insurance because it feels stable
👉🏻 you’ve joined directories
👉🏻 you’ve built a website
👉🏻 you occasionally post on Instagram
👉🏻 you’ve collected certifications and trainings
👉🏻 you’re trying really hard to make the math work in a sh*tty economy

And yet what you hear from most people online is “just increase your rates!” or “just post more on Instagram so you can get a few more clients!” 😑 (This is my face when I hear this, btw), because that’s not at all helpful.

The therapists I see successfully transition to private pay have mastered:
✅ how to replace insurance referrals with inquiries from their own marketing
✅ how to set an aligned private-pay fee based on real numbers, not just vibes
✅ how to position their niche so the right clients KNOW they’re worth paying out of pocket for
✅ how to talk about private pay with clients without overexplaining, guilt, or spiraling
✅ how to phase out panels strategically

Because the goal was NEVER just to make 6 figures. The goal is helping our clients while also being able to take time off on a random Tuesday at 1:35pm because your son’s school let out early, being able to afford groceries and having a good life, and not feeling a pit in your stomach about the sessions you aren’t seeing.

But getting there requires actually knowing how to attract private-pay clients without relying on insurance to fill your caseload. And that’s exactly what we’re working on inside my FREE Core 4 Marketing Challenge.

👉🏻 Comment CHALLENGE and I’ll send you the link to join us. ⬇️

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1614 W. Jefferson Street
Boise, ID

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