Business Of Therapy

Kelly McKenna, Therapist & Business Coach
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Are you a therapist that’s dreaming of your own 6-figure practice and all the freedom that comes with it? You’re asking yourself questions like “How do I build a business?”, “Do people really get private pay clients from Instagram” and “How can I scale beyond therapy?”  You’re in the right place.  Welcome to the Business of Therapy Podcast. Here you’ll find honest conversations about what it truly takes to be successful as a therapist— the good, the bad, and the ugly all included.  You’ll hear actionable advice for filling your caseload, best practices for growing on Instagram, and so much more. I’m your host, Kelly McKenna. I left burnout and nonprofit work behind to start my own private practice and ended up earning $250,000 my very first year. On this podcast we’re diving deep into the strategies that have worked for me and the thousands of therapists I’ve helped. Together we’ll navigate burn out, master your money mindset and boundaries, learn how to fill your caseload with Instagram, and more!  I’m a licensed therapist with my MBA, but you don’t have to go to business school to build a successful practice. I’ve helped many of your favorite Instagram therapists, who started just like you, grow private practices they truly LOVE. I want you to be my next success story!  Make sure to hit follow/subscribe so you never miss an episode! 

  1. 2D AGO

    84. BTS of How I Turned Around My FLOPPED Launch

    If you’ve ever had a launch not go the way you planned, this episode is for you. Created in 2021, the Private Practice Academy Bundle (PPA) is my signature program. It’s helped 900+ therapists start and scale their private practices, which is pretty incredible! I typically put it on sale a few times a year. These flash sales bring in around 30 enrollments at $997 (it’s normally priced at $1497). This time, though? I set a lofty goal of 50. After the initial 3-day flash, I had 21. Unfortunately, that was only 42% of my goal, and nowhere near where I wanted to be. Instead of spiraling, I looked at the data. I want to share allll the nitty-gritty details with you here! In today's episode, I'm diving into a BTS of how I turned around my FLOPPED launch. In this episode, I cover: What went into the 3-day PPA flash saleThe initial results + red flags happening mid-launchHow I used the data to diagnose the REAL problem instead of spiralingWhy I added a 24-hour extension + led with transparencyStrategic pivots I made + turnaround resultsThe biggest lesson I learned from this launchWhy knowing your numbers is essential if you want to scale like a CEO Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkelly Check out the Business of Therapy website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: This episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA) Reels Membership Business Coaching Waitlist Free trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    34 min

  2. MAR 4

    83. How I Earned $854,316 in 2025

    Five years ago, I was scared to leave my stable job and go on my honeymoon. I NEVER would have believed I could earn $854,316 in one year, but here we are! One of my proudest moments of 2025? Fully funding my 16-week maternity leave so I could step away and really soak in time with my new baby. Not only did I take a long maternity leave, but I stopped 1:1 work MONTHS before my due date. And guess what? My business still THRIVED! In today's episode, I'm talking about how I earned $854,316 in 2025. In this episode, I cover: How I earned $854,316 in 2025 + the exact revenue streams behind itWhat’s scalable vs. time-based in my business modelHow I earned $186k while fully off during a 16-week maternity leaveMy 2025 expenses & profit margin + why I intentionally invested more this yearComparing year one in business to 2025 + what REAL scaling looks likeHow I structured work-life balance + travel & time off from the beginningKey lessons learned in 2025How mentorship & outsourcing have helped to accelerate my growth Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkelly Check out the Business of Therapy website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: This episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA) Reels Membership Business Coaching Waitlist Free trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    35 min

  3. FEB 25

    82. Is Hyper-Niching Dead in 2026?

    Let’s clear something up right now: hyper-niching is NOT dead. In fact, there has never been a better time to get crystal clear on who you serve! If you want private-pay clients, you HAVE to niche down - period. People don’t pay $200-$250+ per session for a “general therapist.” They pay for someone who deeply understands them. If you’re speaking to everyone, you’re speaking to no one. It will always feel like you’re paddling upstream if you’re not niched with your messaging! In today's episode, I'm diving into hyper-niching and why it’s not “dead” in 2026. In this episode, I cover: Why hyper-niching is more important than ever for private-pay therapistsHow a clear niche attracts dream clients + major opportunitiesHow to show your full personality without confusing your audienceWhat being “too-niched” looks like + how to refine your messaging without being robotic Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkelly Check out the Business of Therapy website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: Reel Example #1Reel Example #2This episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA) Reels Membership Business Coaching Waitlist Free trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    27 min

  4. FEB 18

    81. How, When, & Why to Start a Podcast

    As of today, I’m 81 episodes into podcasting! I wanted to pull back the curtain on what this journey has actually looked like. Since launching in August 2024, the podcast has reached over 61k downloads and generated $82,500 directly tied to the show. Pretty freaking cool!! Beyond the numbers, though? It has deepened trust with my audience, sparked meaningful conversations, and supported consistent enrollment in my offers, like Reels Membership and PPA. Podcasting has been powerful, but only because it was started at the RIGHT time. In today's episode, I'm talking about how, when, & why to start a podcast. In this episode, I cover: Why I decided to start a podcast + why the timing matteredHow sponsorships factor into podcastingThe actual steps to starting a podcastThe honest pros & cons of podcasting + how it’s looked in my own life Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkelly Check out the Business of Therapy website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: This episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA) Reels Membership Business Coaching Waitlist Free trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    28 min

  5. FEB 11

    80. How She Rebuilt Her Caseload and Confidence by Going Private Pay with Perinatal Therapist Caitlin Silverstein

    I’m excited to welcome Licensed Clinical Social Worker Caitlin Silverstein to the podcast! Caitlin, who specializes in women’s mental health, went from earning $45/session with an insurance-based group practice to now charging up to $250/session! She’s created a thriving 6-figure practice while only seeing 15-18 clients every week. The best part? She didn’t blow up her caseload or completely burn out to do so! In today’s episode, we’re diving into how she rebuilt her caseload and confidence by going private pay. In this episode, we cover: Caitlin’s transition from insurance-based group practice to sustainable private payWhat the early stages of building her own private practice really looked likeHow most of her clients chose to come with her + how she navigated that transitionHow joining Reels Membership and PPA gave her structure + confidenceWhat going off insurance actually requiredHow intentional Instagram marketing (not going viral) worked for CaitlinWhy niching her messaging helped Caitlin attract the right clientsWhat her practice, income, and work-life balance look like now Connect with Caitlin: Follow on Instagram @motherhoodunrockedFollow on TikTokCheck out her website Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkellyCheck out the Business of Therapy website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: This episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA)Reels MembershipBusiness Coaching WaitlistFree trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    51 min

  6. FEB 4

    79. Returning from Mat Leave as a Therapist & Business Owner (The Unspoken Reality)

    Today’s episode is my first recording as a mom. Everything before this was pre-batched while my baby, Aiden, was still in my belly! Motherhood has been incredibly beautiful. It’s also been deeply humbling and very hard. Since stepping away and coming back, I’ve gotten many questions about what maternity leave looked like for me as a therapist and business owner. The truth? It's VERY different when there’s no HR department, no paid leave, and no magical “return date” that suddenly feels right! In today's episode, I'm sharing my thoughts on returning from mat leave as a therapist & business owner (and the unspoken reality). In this episode, I cover: The major emotional & identity shifts that happen when returning to workHow I’m structuring my return to work + practical ways you can ease back inThe REAL business realities of maternity leave for therapists Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkellyCheck out the Business of Therapy website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: IG post about screen timeThis episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA)Reels MembershipBusiness Coaching WaitlistFree trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    25 min

  7. JAN 28

    78. How to Build Strong Referral Relationships and Network with Private Pay Therapists

    Networking is one of the most underrated (and coolest) parts of being a therapist online! And no, it’s not about being salesy, awkward, or “schmoozy.” It’s about building REAL relationships with people who share your values + care deeply about their work! As an Instagram therapist, you will have people reach out who aren’t in your niche, aren’t in your licensed state, or are looking for something you don’t offer. This is where a strong referral network changes everything! When you know and trust other therapists and helping professionals, you can confidently refer clients out. They’ll do the same for you, so it’s totally a win-win for everyone involved! In today's episode, I'm talking about how to build strong referral relationships and network with private pay therapists. In this episode, I cover: How to intentionally find therapists you resonate with on InstagramOther helping professionals to include in your referral networkHow to reach out and build real relationshipsWhat to talk about on networking calls + how to lead with connection firstHow to confidently send a warm hand-off that supports both the client & therapistSimple ways to nurture referral relationships long-term Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkellyCheck out the Business of Therapy website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: This episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA)Reels MembershipBusiness Coaching WaitlistFree trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    19 min

  8. JAN 21

    77. Lazy Content Creator Hacks for Instagram Therapists

    We all know creating new content is super important! But doing it every single day?? That’s a fast track to burnout. If you’ve been putting pressure on yourself to constantly reinvent the wheel, this episode is your permission slip to sloooow down. It’s time to learn how to work smarter (not harder) when it comes to your Instagram content! In today's episode, I'm sharing lazy content creator hacks for Instagram therapists. In this episode, I cover: Key points to understand about Instagram & consumersReal examples of MY repurposed posts that drove strong engagement + growthThe best types of posts to repurposeSimple ways to repurpose content without just “reposting”How creating a repurpose bank saves time + supports long-term consistency Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkellyCheck out the Business of Therapy website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: How much do therapists make in a year (January 2024 IG post)How much do therapists make in a year (July 2024 IG post)Instagram Disclaimer post (August 2024)Instagram Disclaimer post (June 2025)What anxiety feels like (October 2023 IG post)What anxiety feels like (October 2024 IG post)This episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA)Reels MembershipBusiness Coaching WaitlistFree trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    16 min
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About

Are you a therapist that’s dreaming of your own 6-figure practice and all the freedom that comes with it? You’re asking yourself questions like “How do I build a business?”, “Do people really get private pay clients from Instagram” and “How can I scale beyond therapy?”  You’re in the right place.  Welcome to the Business of Therapy Podcast. Here you’ll find honest conversations about what it truly takes to be successful as a therapist— the good, the bad, and the ugly all included.  You’ll hear actionable advice for filling your caseload, best practices for growing on Instagram, and so much more. I’m your host, Kelly McKenna. I left burnout and nonprofit work behind to start my own private practice and ended up earning $250,000 my very first year. On this podcast we’re diving deep into the strategies that have worked for me and the thousands of therapists I’ve helped. Together we’ll navigate burn out, master your money mindset and boundaries, learn how to fill your caseload with Instagram, and more!  I’m a licensed therapist with my MBA, but you don’t have to go to business school to build a successful practice. I’ve helped many of your favorite Instagram therapists, who started just like you, grow private practices they truly LOVE. I want you to be my next success story!  Make sure to hit follow/subscribe so you never miss an episode! 

Information

  • Creator
    Kelly McKenna, Therapist & Business Coach
  • Years Active
    2024 - 2026
  • Episodes
    85
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 Kelly McKenna, Therapist & Business Coach
  • Show Website
    Business Of Therapy

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