Making Money on Substack
What I’ve Learned Over the Last 3 years
Okay, this is a bit uncomfortable… but we’re doing it anyway. Let’s talk about making money on Substack.
Most of us weren’t raised (or trained) to talk about money. And in the private practice world especially, it can feel awkward and even a bit… untherapisty (that’s totally a word).
But if we’re serious about building private practices that are ethical and sustainable, and that don’t burn us to the ground, we can’t ignore the money bit.
As therapists, we’re the main tool in our businesses. And it’s a tool that needs to be looked after. This means having enough financial breathing space to live your life, protect your energy, take proper breaks, and invest in reflection and professional development. You can’t thrive by squeezing in more and more 1:1 sessions until you collapse.
Substack – The Income Stream I Didn’t Plan to Take This Seriously
Three years ago, I started Therapists Corner on Substack as an experiment. I wanted a place to write – somewhere I could share what therapists don’t get taught. I also wanted to build a community that keeps you up to date with the business side of private practice, away from the noise and pressure of social media.
Here’s what I can tell you now, three years on:
Substack can absolutely become a steady additional income stream, but the real win is the recurring revenue and the consistency.
If it’s time to join - here’s the link - it’s £17 a month and cancel anytime, join us for the Q&As on Fridays and head to the calendar for whats going on this month - Annual membership is £170 or you can become a strategy member for £247 and we can have a 1-1 each year to plan your business,
Let’s Look at the Numbers…
💷 We have around 4,000 free subscribers
💷 We have around 130 recurring paid members
💷 Substack brings in around £1,500 per month in recurring revenue
💷 I lose around 3 paid subscribers a month (which is normal, and honestly a sign that things are stable)
💷 That £1,500/month is mostly profit. It’s also revenue I’m not earning by adding more 1:1 client hours. This matters if you’re already full, or trying not to become your own bad boss!
My Substack Origin Story
I started Substack on the advice of Sara Tasker. Before that, I ran a free Facebook group for therapists in private practice. I found Facebook really tough. There was a lot of conflict in the comments, it was time-consuming, and very draining.
At first, the thought of building community on another platform didn’t appeal, but when I finished writing A Therapist’s Guide to Private Practice, I knew I wanted to build a course and continue supporting therapists to build amazing, ethical businesses.
I trusted Sarah Tasker and loved the kind of community she’d built. It was supportive and full of women cheering each other on. I decided to take the plunge.
Losing Subscribers (and What it Taught Me)
When I imported my email list to Substack, I lost a chunk of subscribers. After years building an email list, watching around a quarter of it disappear was tough.
But it also clarified something for me. The people who stayed were the people who wanted to do things differently. They’re aligned with what I care about:
Building practices that aren’t run by referral companies
Creating a world where clients choose a person, not a platform
Working for themselves, not corporate companies
For me, Substack has never been about ‘getting more followers’. It’s about gathering the right people to build a movement.
Making Money on Substack
I didn’t join Substack thinking it would make money. In fact, I assumed I was late to the party, and it might be hard to monetise.
I’d run a free community before and noticed lots of therapists weren’t willing to invest in their business. For example, they complained about the cost of Zoom and were reluctant to spend money on building a website.
Paid members on Substack have a different mindset. They’re willing to invest, they understand investment comes before reward, and many are focused on self-funding clients.
People started subscribing quite quickly. Soon, the income it was generating was equal to 4–5 clients a week.
Now, Substack makes up around a third of my income. It’s enabled me to spend more time writing, bringing in expert guests, and sharing knowledge. I really enjoy the diversity it’s brought to my business. I love 1:1 work, but I’ve raised my hourly rate partly so I can reduce referrals and protect time for Substack and the community I’m building here.
Besides Income, Here’s What I’ve Built…
Therapists Corner isn’t a ‘newsletter’. It’s a rhythm. At the moment, members get:
💌 A weekly post
💌 A weekly Q&A
💌 A monthly co-working session
💌 Regular expert guests
💌 Template packs
💌 Shout-out/visibility posts
And yes, it takes time to run properly. Around 8-15 hours a week depending on what’s happening. So no, it’s not ‘passive income’. But it is sustainable income.
Why Subscribers Stick Around
I’ve learned people don’t stay because I write beautifully. They stay because I make their lives easier. They stay because Therapists Corner has become a place to keep an eye on the business side of therapy, and they know if they need support, it’s there.
Here’s what members tell me they value most:
Keeping up to date (so they don’t feel behind, confused, or worried they’re missing something important)
Weekly Q&As (real-time support, practical answers)
Templates (things they can actually use)
Expert guests (specialist input without having to book yet another training)
Visibility (shout-out posts that help therapists share their work and be seen)
Why I Think Substack Works (and Where it Doesn’t)
One reason I still really rate Substack is that it’s not built like social media. You’re not constantly fighting an algorithm. You won’t be punished for failing to post every day. And you can download your email list at any time, so you’re not trapped on one platform forever.
Pros
Recurring income
Direct connection with your readers (email)
Content compounds over time
It builds trust and visibility without needing to ‘perform’ or show up online every day
The platform supports growth and learning
Over time, the same work can yield more income as your audience grows.
Cons
It needs consistency (people pay for reliability)
Growth can be slow at first
You need boundaries, otherwise you’ll over give
You have to keep evolving and bringing new people in because churn is real
People’s needs change, they get what they need and move on (this is normal, but it means you’re always maintaining as well as growing)
What’s Changed as the Community Has Grown
Over time, I’ve narrowed my niche more clearly. Therapists Corner is increasingly for therapists who want to build a private practice with self-funding clients, not just ‘any kind of private practice’. As the value has increased, the subscription price has increased too, but people who joined at the lower rate stay on that lower rate forever. (I think this matters — it builds goodwill.)
I’ve also introduced a higher-support tier. Strategy Members receive an annual 1:1 practice review at a reduced cost. This option is ideal for therapists who want more direct input without committing to ongoing coaching.
💷 Annual membership: £170
💷 Strategy Member annual membership: £247 (includes the annual review)
If someone does my course, Getting Started in Private Practice, they get six months free inside Therapists Corner because it’s designed to support them while they implement what they’ve learned.
Considering Substack? Here’s What I’d Tell You…
You don’t need to be ‘a writer’. You need to be useful — consistently — to a specific group of people. Therapists have so much knowledge and experience, and it’s all stuff people genuinely want access to. Especially those who can’t afford therapy, are on waiting lists, or want to get to know you before they book.
Start by asking:
Who am I helping?
What do they need to keep up with?
What would make their week easier?
What could I deliver in a way that doesn’t drain me?
Helpful Links to Explore Next
📌The Profit Potential of Substack
A Few Final Thoughts…
💭Create space in your week to work on your publication. Block out 1-2 hours (don’t rely on ‘finding time’)
💭Be clear on who you’re speaking to
💭Be consistent
💭Don’t give more than you’re willing to receive (boundaries)
💭Substack takes work and commitment, but the rewards can be huge
What’s Next for Therapists’ Corner
More expert guests. More templates. More advice that actually helps. Because a private practice should support your life, not swallow it.
Right now, we’re building a library of mini-trainings called Mind Your Business. Think short, practical workshops designed to keep you feeling confident and informed on the business side.
If it’s time to join - here’s the link - it’s £17 a month and cancel anytime, join us for the Q&As on Fridays and head to the calendar for whats going on this month - Annual membership is £170 or you can become a strategy member for £247 and we can have a 1-1 each year to plan your business,
If you’ve got questions, pop them in the comments. And if you’re curious about how Substack could fit into your practice (without becoming another thing you resent), I’ll happily talk about what’s realistic… and what’s not!