With recent buzz about a potential recession, it’s totally normal to feel a little uncertain—especially when you run a cash-pay solo practice. Let’s be real: economic downturns can impact client behavior, but with some thoughtful adjustments, your practice can stay steady, grounded, and even grow in times of uncertainty.

Here’s a quick guide to recession-proofing your private practice—ethically, realistically, and without burning out.

1. Start with Your Niche + Value Proposition

Recession or not, clarity sells. Clients need to know who you help, how you help, and why it matters—especially when money feels tight. Now is a great time to revisit your niche and refine your messaging.

What to do:

Update your website to speak directly to your ideal client’s current stressors (e.g., “navigating relationship strain during financial stress,” “supporting first responders through burnout,” etc.)
Review your Psychology Today or directory profiles to make sure they reflect your most relevant, high-value offerings.
Consider narrowing or refining your niche if it’s too broad.

Why it matters:

People seek help when their pain increases. If your messaging speaks to the right pain point, they’re more likely to invest—even in a tough economy.

2. Diversify Revenue—Within Scope + Ethics

You don’t need to squeeze more 1:1 sessions into your week to stay afloat. You can diversify, ethically and effectively, by adding services that are scalable and supportive.

Options to consider:

Therapy groups for clients with similar concerns (e.g., parenting, burnout, grief). Just ensure you have training, structure, and informed consent in place.
Psychoeducational workshops (virtual or local) on coping strategies, emotional regulation, or couples communication. These are not therapy but can be hugely valuable. They can also bring in potential therapy clients.
Self-help products like guided journals, email mini-courses, or downloadable workbooks—potential bonus income with the right legal disclaimers.
Speaking engagements or trainings for schools, first responder agencies, nonprofits—build visibility and an extra stream of income.

Ethical note:

Make sure your offerings are clearly marked as non-clinical when appropriate. Avoid dual relationships, misleading marketing, or inadvertently treating people outside your state.

3. Stay Financially Flexible + Sustainable

Finances can feel like the scariest part—but with structure and clear policies, you can protect your business and be client-centered.

Strategies to explore:

Reduced fee spots (with boundaries): Consider reserving 1–2 per week and setting a time limit (e.g., 6–8 sessions) in a way that aligns with your financial needs and goals.
Offer short-term therapy options using short term or solution-focused modalities like Accelerated Resolution Therapy for specific goals.
Prepaid bundles with built-in value, not discounts (e.g., “4 sessions with added journal prompts/resources”). Please note, this can get sticky, so ensure you are following legal and ethical guidelines for your state and license, and clients have the ability to cancel and obtain a refund.
Build or rebuild your emergency fund—3–6 months of practice expenses is a solid goal, even if you start small.
Assess your practice expenses: take a look at recurring costs and explore ways to reduce spending.

Key tip:

All of this works better when your fee policy is crystal clear and discussed openly in the consultation process.

4. Improve Visibility, Not Just Hustle

Marketing doesn’t have to feel gross or draining. It’s about connection, visibility, and showing people how you can help. Don't try to do them all, pick the ones that work for you and stay consistent.

Various ways to stay visible:

Send monthly emails with tips, encouragement, or resources. Your current and past clients may re-engage when they’re ready.
Post short-form content on social media about common client issues (with boundaries around disclosure).
Reach out to referral partners you trust—doctors, doulas, schools, lawyers, or other therapists—and let them know you’re accepting clients.
Offer free or low-cost community support (like a workshop or Q&A) if you’re in the space to give—this builds goodwill and visibility.
Provide helpful responses to question in community facebook groups and offer to connect people to resources.
Post flyers of cards on community bulletin boards when you see them.

5. Return to What’s Most Essential: Clinical Integrity + Community

In anxious times, people seek steady hands. Keep showing up with grounded, relational care. Stay connected to your peers. Consult, collaborate, and check in on each other.

What helps:

Join or create a peer consultation group—for clinical support and emotional buffering.
Stay on top of CEUs and supervision, especially if you’re exploring new formats like group therapy. If you need CEU's, consider adding a new modality that offers faster results.
Consider working with a practice consultant or accountant to revisit your business plan, expenses, and financial projections.

Recessions come and go. What stays is the need for compassionate, competent, trustworthy care. That’s what you offer. With a little planning and flexibility, your practice can weather any economic storm—and continue to be a space of healing and hope.

If you’d like help refining your message, building a realistic marketing plan, and showing up with clarity and confidence—without burning out—join me for Marketing Essentials for Therapists: The Therapist’s Guide to Designing Your Custom Marketing Plan.

This live training on May 29 at 10 AM PST will walk you through the core steps of creating a simple, sustainable marketing strategy tailored to your strengths and schedule. You’ll leave with a plan you actually want to follow, and one that works in uncertain times. The session will be recorded and turned into a course that you’ll have lifetime access to.

Make Visibility Work for You

You don’t need to show up everywhere to be seen. You don’t need to force awkward networking events or burn yourself out with daily content. What your practice really needs, especially in uncertain times, is intentional visibility and community.

That could mean reconnecting with past referral partners, offering something helpful to your local community, or simply showing up consistently in one place online. Let your integrity and clarity lead.

Want more support on building a grounded, thriving private practice? Join my Balanced Practice Community, home to over 10,000 like-minded therapists.

If you’re ready to simplify your marketing, share your work more confidently, and create a plan that fits your life, I’d love to support you:

Apply to Work with Me
Learn More About Me & My Courses

Let’s build a practice that can grow and sustain, even in uncertain times.

About the Author

Audrey Schoen, LMFT, is a seasoned business consultant and financial boundaries expert who understands the challenges of being a therapist, practice owner, and parent of twins. With her extensive experience, she specializes in helping therapists enhance their marketing voice and directly connect with their ideal clients. Audrey equips therapists with actionable steps and empowering insights, ensuring they can confidently set fees and effectively serve their clients.

Partner with Audrey to take your practice to the next level!

Recession-Proofing Your Private Practice: Real Talk + Practical Moves