Rethinking the money mindset: How to Set Your Private Pay Rate as an LPC-Associate or a New CLINICIAN Without the Guilt
One of the most common concerns I hear from LPC-Associates starting in private practice is this: "I don’t know what to charge, and I feel bad asking for money." I get it. When I first began navigating the world of private practice, I wrestled with the same guilt. I wondered: Who am I to charge this? Will clients even pay me if I’m not on insurance panels?
Here’s the truth: You are offering real, meaningful care. Being an LPC-Associate doesn't make your time or expertise any less valuable. In fact, you're bringing fresh insight, cultural awareness, and a commitment to ethical growth. Your fee isn’t just about a number—it’s about honoring your time, your training, and your ability to sustain the work.
Understand Your Value (Even Without Insurance Panels)
As a pre-licensed clinician, you are under supervision, not underqualified. You offer services grounded in evidence-based training and lived experience. Many clients actively seek associate-level therapists because they value affordability, approachability, and fresh perspectives. Your work deserves to be compensated.
How to Calculate Your Rate Based on Costs & Lifestyle
Start with the basics: How much do you need to earn to live comfortably while covering your business costs? Consider:
Monthly supervision fees
Office rent (if applicable)
EHR systems like Simple Practice
Continuing education and liability insurance
Then, factor in your weekly availability. Are you offering sessions 2 evenings per week or trying to build full-time? Run the numbers to find a sustainable hourly rate. Many LPC-Associates start around $75-$125 per session depending on location, niche, and experience.
Communicating Fees with Confidence
Practice saying your fee aloud: “My private pay rate is $100 per session.” Then pause. Let that land.
You don’t need to over-explain or apologize. Instead, focus on clarity and trust: "I offer affordable therapy for individuals navigating life transitions, stress, and generational patterns. My rate reflects the time, training, and support I provide while under clinical supervision."
Confidence doesn’t come from certainty—it comes from alignment with your values. Your work has worth. Own that.
Processing Your Money Mindset
Give yourself time to work through your money mindset. For many of us, our upbringing shaped the way we see money, what we believe is "too much," and how we assign value. One book I highly recommend is Profit First for Mental Health Therapists by Julie Herres. It offers practical guidance to help you manage money in a way that sustains your business and aligns with your values.
Here are a few reflective questions to explore your current relationship with money:
What messages did I receive about money growing up?
Do I believe that asking for a livable wage makes me greedy or selfish?
When I think about charging a fee, what emotions come up?
What fears do I hold about being "too expensive" or "not worth it"?
What would it feel like to fully believe my time and energy are worthy of compensation?
A large part of shifting your mindset is focusing on the value you do provide. When I first started, I remember feeling nervous that clients wouldn’t think therapy with me was worth the fee. But I quickly learned: let the client take the lead. If therapy is a priority for them, they will prioritize it. If not, they may not be the right fit—and that’s okay. It doesn’t mean you're a "bad therapist."
Maslow’s hierarchy of needs reminds us that we, too, have to meet our own needs—including financial stability—to show up fully for others. Charging a livable rate isn’t selfish; it’s ethical. I had to practice distress tolerance skills just to say my rate and then allow space for the client to make an informed decision. That is part of empowering our clients.
You are worth charging your fee. You’ve received extensive training, you've done the personal work, and you are continuing to grow into a clinician who can create lasting impact.
