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NOTES FROM THE EDITOR

A new brief

I've spent the last year observing the private pay practice model. I talked to clients and other therapists to better understand their experiences of attracting self-paying clients.

The patterns I noticed are:

• Therapists are worried about large companies gobbling up the market share of small practices.
• AI is dominating the conversation.
• Access is improved by large tech companies.

So the question is, where does it leave you as an independent practice who wants to maintain the private pay model?

To answer this question, I did some research based on the publicly available data and compiled it into a short PDF.

The result is a brief I'm calling The State of Private-Pay Practice in 2026.

It's not a how-to guide. It's an analysis of why referrals slowed, why fee increases feel awkward, and why most marketing advice doesn't account for the role private-pay practices are being pushed into.

If you've felt like something is off, or that the old playbook stopped working, this might help clarify what's actually happening.

This brief isn’t meant to predict the future or push a new tactic. It’s meant to help you understand the environment your practice is now operating in, so you can make better decisions about positioning, visibility, and what’s actually worth your effort in 2026.

You can download it here.

See you next week,

Avivit

And now to the news!

NOTEWORTHY

The Real Cost of Starting a Private Practice

A breakdown of the upfront and ongoing costs involved in launching a counseling practice, from licensing and office setup to marketing and operations.

​Read More​

Why it matters: Independence is increasingly capital-dependent. Cost realities shape who can enter, survive, and scale.

BUSINESS AND PRIVATE PRACTICE

The “Independent Practice Renaissance” Narrative

An industry analysis suggests renewed interest in independent practices amid consolidation fatigue, staffing pressures, and shifting ownership preferences.

​Read More​

Why it matters: Independence is being reframed as a strategic choice, not a fallback. But it requires stronger systems and clearer positioning than before.

INDUSTRY NEWS

HHS Expands Behavioral Health Support for Homeless Individuals

HHS announced a new program to increase behavioral health services for people experiencing homelessness.

​Read More​

Why it matters: Public funding priorities shape access narratives and workforce demand across the field.