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Private pay clients are out there, and many therapists already work with them successfully.
And with the right strategy, you can too.
This guide teaches you how to get private pay therapy clients consistently, using simple, repeatable steps.
So, why this guide from Thrizer?
Thrizer helps make the transition to private pay easier. How? By helping you keep clients using their out-of-network benefits.
Let's build a practice that works for you.
Getting private pay clients is harder than taking insurance. Let’s not pretend otherwise.
But it’s also more sustainable, more profitable, and more fulfilling, IF we approach it the right way.
Private pay clients don’t just show up because we want them to. You need to earn their trust, clearly communicate your value, and position yourself where they’re already looking.
That means:
Private pay therapists aren’t “lucky.” They’ve built engines that work. They’ve done the work to attract and keep the right clients.
And the truth is, when it comes to private pay, specialized practices have a leg up.
When therapists try to appeal to everyone, their message lands with no one.
But that won’t be you. You’ll clearly speak to one client, solving one painful problem for them, and they’ll happily pay to work with you.
Okay, enough private pay mindset. Where should you start first?
If your website or directory profile says “I work with anxiety, depression, trauma, life transitions, and more,” you’re not wrong, but you could benefit from more clarity (in most cases).
Private pay clients aren’t looking for a generalist. They’re looking for a therapist who gets their specific pain. If they wanted a generalist, they’d probably use insurance!
So the first real step is to pick a niche. And no, a niche doesn’t have to limit you. Instead, a good niche clarifies your message and lowers your marketing cost.
Here’s how to define it:
1. Start with the problem.
What issue are your favorite (or most successful) clients dealing with? Think experience, not diagnosis. “Burnout from caregiving” is better than “anxiety.” “Teen son struggling with anger and rage” is better than “parenting difficulties.”
2. Then define the person.
Who’s going through that problem? Be specific. Is it high-achieving women in their 30s? Teen boys with OCD? Divorced dads with ADHD?
3. Use their words, not clinical terms.
Instead of “generalized anxiety,” say “can’t shut off your brain at night.” Instead of “relationship issues,” say “you keep attracting emotionally unavailable partners.”
4. Don’t water it down.
Yes, you can work with other people too. But your marketing should be laser-focused. That’s how you earn trust.
You can always expand later. But in the beginning, niche clarity gives you the best chance of building a full-fee, word-of-mouth-powered practice.
And once you know your niche? Everything else, like branding, content, ads, referrals, gets easier.
Here’s a 2-minute exercise to help you define your niche right now:
Grab a piece of paper (or open a blank doc) and jot down answers to these three prompts:
Keep this sentence handy. Use it on your website, in consults, and in your marketing—then watch your clarity (and conversion) improve.
Your branding is what makes people feel, “This therapist is for me.” It’s not just about logos or colors. It’s about the story you tell and how you tell it.
And importantly, branding is about what you don’t do as much as what you do. The key is clarity.
When potential clients see your website, they should quickly understand who you help and how you help them. The more specific your message, the easier it is for someone to picture themselves reaching out.
Think about:
Visual elements like colors, fonts, and images also matter. Choose elements that match your approach. For example, calming colors and natural imagery can reflect a focus on anxiety reduction or mindfulness.
Strong branding is about being intentional and consistent. It reassures clients that they’re in the right place.
Ask a nonclinical friend to look through your website or Psychology Today profile—without telling them what you're testing and without giving them the questions in advance.
Have them scroll for about a minute. Then close the laptop and ask:
If they hesitate or give vague answers, it’s a sign your branding might be too broad or unclear. Use their answers as a mirror. Then make one small edit today to sharpen your message.
A great website is the foundation of any good long term strategy. And having it is crucial, or at least beneficial, for the shorter term strategies like referrals and Ads.
Your website is where most people will decide if they want to work with you, often before they ever call or email.
Your website doesn’t need to be complicated. It just needs to:
Consider adding testimonials or simple success stories (with board permission) to give people a sense of what working with you is like. A short, friendly video introduction can also create a personal connection before someone ever books a session.
When your website works well, everything else—SEO, ads, word-of-mouth—works better because clients already have a reason to trust you.
If you want your private pay marketing to work, your website must clearly communicate who you help, how you help, and how to get started.
Your home page is where first impressions are made, so it should tell visitors who you work with, what outcomes you support, and invite them to take action.
Your about page builds trust and connection by sharing why you do this work and what kind of clients you’re the best fit for, making it easier for people to feel seen and safe reaching out.
Your services pages (start with one to three) are where you go deeper on your specialties, giving potential clients clarity on what they can expect and helping Google understand what you want to rank for.
Your fees page filters in the right clients by setting expectations, reducing back-and-forth, and showing that you’re transparent and prepared to support out-of-network reimbursement if needed.
Your contact page removes friction from the process by making it easy to get in touch or schedule, and ensures that every other page on your site has somewhere clear to lead people next.
Once these pages are in place, every part of your marketing becomes more effective. Because now, people have a clear reason to trust and choose you.
Once your website is in place, your next step is getting it in front of the right people. That’s where marketing comes in.
There are two core channels I recommend most for private pay: Google Ads (for fast results) and SEO (for long-term visibility). Here's how to use both effectively:
Other tools you can layer on later:
Most importantly, pick one marketing channel to start with and do it consistently for 100 days. This keeps you focused and helps you track results better. For new channels, this gives you a chance to get very familiar and benefits you whether you do it yourself or eventually outsource it.
Therapist directories work best when they’re approached with intention, not as a one-time task, but as part of a larger visibility strategy.
Start with one or two platforms and give them the attention you’d give your own website. Here’s what we recommend:
Tips to get the most out of your listings:
Directories can be a great supplement to your other marketing efforts, especially when you're starting out. Just make sure they’re set up to attract the right clients and not just any clients.
Referral partnerships are one of the most cost-effective ways to get private pay clients, especially when you connect with therapists or clinics who have more leads than they can handle.
Here’s how to set up a simple, effective referral system:
It’s helpful to think of this as benefiting from other practices’ marketing efforts. You're not competing. Instead, you’re creating a win-win system where clients get the right care faster.
Just remember: referrals should support your marketing, not replace it. You want a practice that doesn’t depend on anyone else’s visibility to thrive.
Word-of-mouth referrals often bring the most aligned, motivated private pay clients. But they don’t happen by accident. Truthfully, they grow out of memorable client experiences and clear messaging.
Here's how to build that momentum intentionally:
When you create an experience that clients are proud to share, word of mouth becomes one of your most powerful, sustainable marketing tools.
If you’re doing all the right things but not seeing results, it’s probably a tracking issue, not a strategy problem.
Marketing only works when you do it consistently and pay attention to what’s actually moving the needle. You don’t need a complicated system, just a way to track where your clients are coming from and how much each channel is costing you.
A simple spreadsheet will work wonders for your marketing efforts.
Here’s what to track (weekly or monthly):
You can use a Google spreadsheet or a CRM software like High Level. What we measure gets improved.
Most importantly: stick to one strategy for at least 100 days before making big changes. It’s tempting to jump to the next idea, but marketing takes time to compound.
Not seeing traction? Don’t give up. Tighten your message, improve your website, or refine your targeting before you start over.
And if you're feeling stuck, invite a colleague to co-work on marketing each week. Sharing wins and accountability can make it feel less like a chore and more like a rhythm.
Even when clients want to keep working with you, cost can become a barrier (especially during transitions away from insurance panels).
Thrizer helps solve that.
When you use Thrizer, clients can get reimbursed for their sessions using their out-of-network benefits without having to file claims themselves. We handle everything automatically, from verifying their benefits to submitting superbills to their insurance.
Here’s how that helps your private pay practice:
We recommend mentioning Thrizer right on your Fees page, or during consult calls. It’s one more way to build trust and make private pay feel accessible.
You don’t need to be perfect. You just need to be consistent. The therapists who successfully fill their private pay practice aren’t doing everything. They’re doing one or two things well, over and over.
Here’s a simple system:
Consistency beats intensity. As some like to put it, “It’s not about the grind, it’s about the groove.”
So get into a good groove with your marketing first. Simply focus on building the habit of consistency, even if it’s just thinking about your marketing for 3 minutes a day at the start. It will eventually snowball into more.
This is how private pay practices are built. One simple action at a time.
There are thousands of clients in your state who are ready and able to pay for the right care. Your job isn’t to convince them, just to help them find you.
With the right niche, a clear message, and a few repeatable systems, you can build a full-fee, fulfilling practice that lasts.
Want help making private pay easier?View our free product demo to see how Thrizer helps you keep more clients and reduce admin work with automatic out-of-network reimbursement.
