Lately, I’ve been hearing from so many practice owners who are feeling the shift in the economy, and I want you to know—you’re not alone. Things have changed. The phones aren’t ringing like they used to, and it can feel unsettling. But this is a season that calls for flexibility, curiosity, and compassion for yourself.  

In this follow-up conversation, Julie and I shift from last week’s heavier economic outlook to something far more supportive: real-world strategies therapy practice owners can use right now to steady the ship. 

“What I'm seeing specifically is the practice owners that are really successful in adapting and again, solo to group, they are themselves adaptive. They're saying, this feels different and I'm not sure what's going on, but I'm going to go figure it out." - Julie Herres 

Sometimes that means rolling up your sleeves and stepping back in to see more clients, so your practice stays healthy. Other times it means experimenting with new marketing, reconnecting with referral sources, or gently adjusting your fees based on what your community can sustain right now. 

Adapting Your Practice in Tough Times: Marketing, Flexibility, and Smart Money Moves 

In this episode, you’ll hear about the shift we’re all feeling in the therapy world—from years of burnout and endless demand to today’s reality of fewer calls, more price sensitivity, and a need for smart adjustments. Together, we walk through mindset shifts, flexible scheduling, fee strategy, and practical marketing ideas that help you stay grounded and profitable when the numbers feel uncertain. 

(00:03:40) Shifting Focus to New Challenges 

(00:07:23) Overcoming Rock Brain Mindset 

(00:09:55) Embracing Change in Business 

(00:13:31) Adaptive Practices Drive Success 

(00:19:29) Pricing vs. Client Retention 

What matters most is staying present and using your data to guide your choices. None of this is a step backward—it’s you responding wisely to what’s actually happening. And you’re more capable and resilient than you think. You can navigate this season with steadiness and intention. 

Here are 5 key takeaways for anyone running a therapy practice (solo or group): 

1. The Pendulum Has Swung 

Over the past few years, many of us were carrying the weight of too many clients and too much demand. Now, things are quieter—and that can feel disorienting. I’m noticing that our challenge has changed, and that’s okay. It just means we’re being invited to look at our practices with fresh eyes and meet this season with intention instead of fear. 

2. Flexibility Matters More Than Ever 

Some of the boundaries we put in place to protect ourselves during busier times might need gentle revisiting right now. This isn’t about abandoning what keeps you well—it’s about allowing yourself to respond to what your practice needs in the moment. Sometimes that means taking on a few more clients or asking for more support from your team, just for a little while. It’s okay to shift. 

3. Know When You Need Quick Wins 

There will be moments when the most supportive thing you can do for yourself and your practice is bring in income quickly, like opening up your caseload if you’re in demand. And there will be other moments when slowing down to work on the business makes more sense. Both are valid. The key is noticing what’s needed right now and giving yourself permission to act on it. 

4. Curiosity And Adaptability Are Strengths 

What I’m seeing again and again is that the practice owners who are navigating this season smoothly are the ones who are staying curious. They’re trying things, tracking what works, and letting go of what doesn’t. Small experiments, gentle adjustments, and thoughtful follow-up can go a long way. You don’t have to have all the answers—you just need to stay present and responsive. 

5. Your Fees Aren’t a Reflection of Your Worth 

If your caseload is feeling light and you’re wondering about adjusting your fee, please know this: changing your rate isn’t a judgment on your skills or your value. It’s simply a business decision based on what the market can hold right now. Run the numbers, see what’s workable, and give yourself permission to make choices that support your sustainability. Your worth remains intact—always. 

Ready to Improve your Business Money Skills? 

Are you a Solo Private Practice Owner? 

I made this course just for you: Money Skills for Therapists. My signature course has been carefully designed to take therapists from money confusion, shame, and uncertainty – to calm and confidence. In this course I give you everything you need to create financial peace of mind as a therapist in solo private practice. 

Want to learn more? Click here to register for my free masterclass, “The 4 Step Framework to Get Your Business Finances Totally in Order.” 

This masterclass is your way to get a feel for my approach, learn exactly what I teach inside Money Skills for Therapists, and get your invite to join us in the course. 

Are you a Group Practice Owner? 

The doors to join the January 2026 cohort of Money Skills for Group Practice Owners are now open! This course takes you from feeling like an overworked, stressed and underpaid group practice owner, to being the confident and empowered financial leader of your group practice. 

Want to learn more? Click here to learn more and register for Money Skills for Group Practice Owners.  

Get to Know Julie Herres: 

Julie Herres is the founder and CEO of GreenOak Accounting, a firm that exclusively serves therapists, psychologists, and counselors in private practice across the United States. Over the years, Julie and her team have worked with hundreds of private practice owners and developed serious knowledge about what makes a practice financially successful. GreenOak’s goal is to help practice owners feel comfortable with the financial side of their businesses and have profitable practices. Some of the firm’s biggest success stories were achieved through implementing Profit First. 

Julie is an accountant and an enrolled agent (EA). She is also a speaker and the host of the Therapy for Your Money podcast.  

Follow Julie Herres:  

Website: https://www.greenoakaccounting.com/ 

Book: https://www.profitfirstfortherapists.com/ 

Podcast: https://www.therapyforyourmoney.com/ 

Mentioned in this episode:

Want to work with Linzy?

Check out the FREE masterclass, The 4 Step Framework to Getting Your Business Finances Totally in Order, where you'll learn the framework that has helped hundreds of therapists go from money confusion and shame to calm and confidence, as well as the three biggest financial mistakes that therapists make. At the end, you'll be invited to join Money Skills for Therapists and get Linzy's support in getting your finances finally working for you. Click on the link to find a masterclass time that works for you!

Register for Linzy's Free Masterclass

Start Feeling Calm and Confident About Your Group Practice Finances

Feeling overworked and underpaid in your group practice? You’re not alone. Running a group practice can feel like carrying the weight of everyone’s paychecks — including your own — and wondering if it’s all really worth it. That’s why I created a free guide called “How to Stop Feeling Overworked and Underpaid in Your Group Practice.” Inside, I’ll walk you through the four keys to becoming the confident financial leader your practice needs — so you can start feeling calm and in control of your money again. This guide is the first step toward the same kind of financial clarity and confidence I teach inside my deeper program, Money Skills for Group Practice Owners. 🙌 Download your free copy today — and let’s start building a group practice that supports you, not just everyone else.

Get the Free Guide: How to Stop Feeling Overworked & Underpaid in Your Group Practice