In this episode, host Patrick Casale and guest Alicia Murray, the founder of Therapist HQ, talk about the journey from clinical work to business ownership. Alicia shares her real story of leaving a “secure” job at the VA to start her own private practice just as the pandemic hit, the self-doubt that comes with these transitions, and how she’s built a thriving group and a supportive community for therapists.

3 key takeaways:

1. Authenticity over Perfection: Being true to yourself (even if it means swearing or not fitting the “perfect therapist” image) attracts your ideal clients and community. Don’t dilute your personality for approval—you’ll find your people by being real.
2. Self-Doubt is Normal: Even seasoned professionals experience self-doubt, especially when stepping into business ownership. Alicia’s story shows that the journey to private practice is rarely linear, and moments of uncertainty are part of the process.
3. Align Your Practice With Your Values: Building a practice (or any business) is about more than finances—it’s about designing your career so it fits your life, not the other way around. Whether it’s a 6 am start or a midday workout, structuring your schedule around what matters to you is key for long-term happiness.

More about Alicia:

Alicia Murray is a therapist turned business consultant and the founder of The Therapist HQ.

Since 2016, I've been on this therapy journey, launching my private practice in 2020 and growing it into a thriving group practice with five therapists and an admin. I'm passionate about helping fellow therapists create and grow their own private practices because I remember feeling completely alone when building mine. At The Therapist HQ, I provide accessible resources that focus on both financial success AND quality of life, believing in freedom, flexibility, and making a livable wage while doing the clinical work you truly enjoy.

• Social Media: @thetherapisthq on Instagram, TikTok, and Facebook
• I have a free private practice audit and startup checklist, as well as a complete practice launch kit. Grab them here: stan.store/The_Therapist_HQ

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Thanks to Our Sponsors: The Receptionist for iPad, Alma, & All Things Private Practice — 2025 & 2026 Retreats!

✨ The Receptionist for iPad

Thanks to The Receptionist for iPad for sponsoring this episode.

The Receptionist offers an iPad list check-in option where clients can scan a QR code to check in, which negates the need for you to buy an iPad and stand. Go to thereceptionist.com/privatepractice and sign up for a free 14-day trial. When you do, you'll get your first month free. And don't forget to ask about our iPad list check-in option.

✨ Alma

Thanks to Alma for sponsoring this episode.

Building and managing the practice you want can be challenging. That’s why Alma offers tools and resources to help you build not just any practice, but your private practice. They’ll help you navigate insurance, access referrals who are the right fit for you, and efficiently manage administrative tasks — so you can spend less time on the details and more time delivering great care. You support your clients. Alma supports you. Visit helloalma.com/ATPP to learn more.

✨ All Things Private Practice — 2025 & 2026 Retreats

All Things Private Practice has some amazing retreat experiences coming up in 2025 and 2026.

Join us in Edinburgh, Scotland, for the second Doubt Yourself, Do It Anyway Summit from July 14th to 17th, 2025! We have an incredible lineup of 12 speakers and offer 12 MBCCEs. If you're a leader or aspiring to start a group practice, join our Leadership Retreat in Chania, Crete, from September 6th to 11th. In 2026, we have two retreats in Queenstown, New Zealand. The first is for Neurodivergent Entrepreneurs from March 1st to 8th, and the second retreat, Beyond Private Practice, focuses on moving beyond one-on-one therapy and creating alternative income streams from March 15th to 22nd.

Spaces are limited, so check the links to sign up today. Doubt yourself, do it anyway!

• Doubt Yourself, Do It Anyway Summit in Scotland: empoweredescapes.com/scotland-july-2025-summit
• Leadership Retreat in Chania, Crete: empoweredescapes.com/greece-retreat-2025
• Neurodivergent Entrepreneurs in Queenstown, New Zealand: allthingspractice.com/new-zealand-neurodivergent
• Beyond Private Practice in Queenstown, New Zealand: allthingspractice.com/new-zealand-income-streams

Mentioned in this episode:

The Receptionist for iPad

I want to thank The Receptionist for iPad for sponsoring this episode.

From new patients faced with an empty lobby and no idea where to find their therapist to clinicians with a session running over time and the doorbell ringing, some of the most anxiety-ridden moments of a therapy appointment happen before a session even starts. The Receptionist for iPad, helps you tackle some of that pre-appointment apprehension and anxiety. The Receptionist for iPad is an easy-to-use digital client check-in system that helps your visitors check in securely to their appointments and notify their practitioners of their arrival via SMS, email, or your preferred channel. No more confusion, and less lobby checking or having clients sign in on paper logbooks. It can even help you upgrade and update your demographic information for your clients as well and even validate parking.

Start a 14-day free trial of the Receptionist for iPad by going to thereceptionist.com/privatepractice. Make sure to start your trial with that link and you'll also get your first month free if you decide to sign up.

All Things Private Practice — 2025 & 2026 Retreats

All Things Private Practice has some amazing retreat experiences coming up in 2025 and 2026. Join us in Edinburgh, Scotland for the second Doubt Yourself, Do It Anyway Summit from July 14th to 17th, 2025! We have an incredible lineup of 12 speakers and offer 12 MBCCEs. If you're a leader or aspiring to start a group practice, join our Leadership Retreat in Chania, Crete, from September 6th to 11th. In 2026, we have two retreats in Queenstown, New Zealand. The first is for Neurodivergent Entrepreneurs from March 1st to 8th, and the second retreat, Beyond Private Practice, focuses on moving beyond one-on-one therapy and creating alternative income streams from March 15th to 22nd. Spaces are limited, so check the links to sign up today. Doubt yourself, do it anyway!

Doubt Yourself, Do It Anyway Summit in Scotland: https://www.empoweredescapes.com/scotland-july-2025-summit

Leadership Retreat in Chania, Crete: https://www.empoweredescapes.com/greece-retreat-2025

Neurodivergent Entrepreneurs in Queenstown, New Zealand: https://www.allthingspractice.com/new-zealand-neurodivergent

Beyond Private Practice in Queenstown, New Zealand: https://www.allthingspractice.com/new-zealand-income-streams

Alma

I want to thank Alma for sponsoring this episode.

Building and managing the practice you want can be challenging. That’s why Alma offers tools and resources to help you build not just any practice, but your private practice. They’ll help you navigate insurance, access referrals who are the right fit for you, and efficiently manage administrative tasks — so you can spend less time on the details, and more time delivering great care. You support your clients. Alma supports you. Visit helloalma.com/ATPP to learn more.