Private Practice Business Coaching for Counsellors, Psychologists and Social Workers in Australia

Private practice is not just about having the right strategies, it is about having an identity that can use those strategies. I work with Australian women counsellors, psychologists and social workers who are already capable, qualified and often fully booked yet still feel stuck, overextended or financially constrained. 

Most of the women I work with come to me asking what to do next. What strategy to use. What system to add. What they rarely realise is that they already know what would help but something inside them is blocking implementation.

Raising fees, using cancellation policies, creating structure and holding boundaries are just some of the things that therapists navigate in business that are frequently resisted. It's made to be an issue about things like fairness or accessibility for their clients when what is really happening is an internal identity conflict for themselves. 

“I am a therapist and I help people” feels safe whereas “I am a business owner” feels uncomfortable, selfish, out of integrity, unfair or misaligned so it is avoided. That internal split keeps capable women overworked, underpaid and constantly searching for the next strategy instead of embodying the one that already fits.

I created my evidence-informed, identity-first business coaching framework to solve this exact problem. Rather than adding more things to your plate, we bring forward the part of you that is already a business owner. We integrate that identity with your therapist identity, so you can become: A therapist who helps people and a business owner who is financially secure, structured and sustainable. From there, everything changes not because you learned more, but because you finally have an identity that can hold the business you are building.

The Practice Momentum Framework™ is grounded in business principles and therapist-specific practice realities. It draws on and integrates existing bodies of evidence from the following areas:

• Positive Psychology
• Applied Organisational / Business Psychology
• Behavioural Economics
• Growth Mindset Theory
• Role Theory
• Neurodiversity-Affirming Psychology
• Systems Psychology
• AI Frameworks

This approach supports counsellors, psychologists and social workers to move beyond chasing bright shiny objects and experience success in their practice without adding more to their plate.

EthicallyAI includes practical teaching on the use of ChatGPT, Claude and other AI systems in private practice. Most clinicians are currently under-utilising these tools, often using them only for basic writing tasks or occasional ideas. EthicallyAI teaches how to work with AI as an integrated part of business operations including building client-attraction systems that run largely on autopilot, writing content that supports enquiry and conversion, and developing group programs, courses and digital resources. The focus is on applied, profession-aligned use so the learning is practical, transferable to daily practice, and designed to be suitable for CPD recognition.