Can You Ever Charge Too Much for Therapy?

Let’s explore pricing, mindset and ethics so you can charge with clarity and confidence.

Jun 23, 2025

One of the most uncomfortable aspects of running a private practice is deciding what to charge. At some point, we all ask ourselves is this too much? Will people pay this? Am I being fair?

Today, I want to explore how to think about pricing, mindset, and ethics so you can charge with clarity and confidence.

Is There Really an Upper Limit?

Technically, no. In most places, including the UK, there’s no set maximum for therapy fees. But your pricing needs to match your market, model, and message.

Whether you offer low-cost, mid-range, or high-end therapy determines the infrastructure and energy behind your business. There’s no shame in any pricing tier, but it’s important to be intentional. To do this, you need to understand the implications behind each market position.

Low-cost - accessible, high-volume, often needs support from other income streams.
Mid-range - often the trickiest in economic downturns as you can be squeezed from both ends.
High-end - designed for high-net-worth individuals or niche areas of expertise. Bear in mind, premium fees = premium service.

Which Market Position is Recession-Proof?

Recently, there’s been a lot of chatter about the possibility of a global recession and what this might mean for people running their own private practice.

An economy is defined as being in recession when the total of everything we and the government spend or export shrinks for two successive three-month periods. There haven't been many truly global recessions. The 1930s, the aftermath of the Great Financial Crisis, and the panic around the pandemic are three rare examples of when we saw synchronised downturns in major economies.

At the time of writing, it is still considered unlikely that we would see something on that scale any time soon, but the chances of recession in the US, UK and EU have been significantly upgraded by most economic analysts.

We can’t control the global economy, but we do get to determine our market position and set our own prices. During a recession, it's often advised to either go high-end with a specific, value-driven niche, or make your services widely accessible with scalable or community-based offers. The most important thing to remember is you can change your mind about these things at any time. Business evolves. So will your fee.

📌 Precision Pricing: Strategies for Therapists

Understanding Client Expectations

Higher pricing can dramatically shift what clients expect. They might want more structure, clearer communication, and a particular kind of client experience. From your brand and website to your onboarding process, and even the look and feel of your therapy room, you’ll need to make sure everything about your private practice reflects your market position.

The good news is higher fees also increases commitment. Clients often engage more deeply when they invest more.

📌 How to Price Therapy Packages: Value, Sustainability & Making it Work For You

Mindset Around Money

I know many therapists grapple with mindset issues around money. Working with clients who are struggling can lead to feelings of guilt for charging for their services. You may be dealing with other ‘money stories’ too – narratives rooted in notions of lack or abundance that shape financial perceptions and decisions.

Many pricing blocks are internal. Guilt, imposter syndrome, fear of rejection. It's important to recognise and address these barriers. Remember, you can provide better quality care for your clients by ensuring your practice is financially healthy. A thriving therapist is a more effective therapist.

Here are some questions to ask yourself:
Does my pricing honour the value I offer and the life I want to build?
Am I undercharging to be liked or to avoid discomfort?
What would it feel like to charge from a place of trust, not fear?

📌 The Value of Your Expertise: Questions Every Therapist Should Reflect On

My Tips for Managing the Fear of Judgment

As we’ve established, pricing brings up a lot of internal noise. ‘Who do I think I am charging that?’ That’s too much! People will talk.’

You’re not necessarily wrong. Some judgment may come – from your peers, family, and even other therapists. Often, this is about their discomfort with money, not your integrity.

Whether the judgment is real or imagined, I’d encourage you to reconnect with your values, your business goals, and the people you serve. Remember, you are allowed to earn well and still be an ethical, compassionate therapist.

The Truth About Ethics & Accessibility

Ethical pricing doesn’t mean ‘cheap’. It means transparency, clarity, and fairness within your business model. A profitable business is better equipped to achieve this and offer things like:

Sliding scale spaces
Low-cost resources
Content that’s free and helpful (e.g. Substack, blogs, podcasts)

📌 Feeling stuck? Try the Therapist’s Fee Calculator