Building a therapy business takes persistence, creativity, and a willingness to pivot when needed. 

Whitney Goodman, licensed psychotherapist and founder of Calling Home, joins Michael Fulwiler to share her journey from starting private practice while working full-time to becoming a successful content creator and membership community leader.

Whitney opens up about growing her client base through Instagram, navigating the challenges of launching a coworking space before the pandemic, and how she shifted to creating online courses and paid memberships focused on adult family relationships.

Listen to learn how Whitney balanced entrepreneurship with therapy work, embraced experimentation, and validated her ideas before investing deeply.

In the conversation, they discuss:

• Pivoting your business in response to unexpected challenges
• Creating online courses and membership models that truly connect
• Marketing your therapy business without feeling salesy or pushy

Connect with the guest:

• Whitney on Instagram: https://www.instagram.com/sitwithwhit/  
• Whitney on LinkedIn: https://www.linkedin.com/in/whitneylhawkins/
• Visit the Calling Home website: https://callinghome.co/ 

Connect with Michael and Heard:

• Michael’s LinkedIn: https://www.linkedin.com/in/michaelfulwiler/ 
• Newsletter: https://www.joinheard.com/newsletter 
• Book a free consult: joinheard.com/consult 

Jump into the conversation:

(00:00) Welcome to Heard Business School

(00:25) Meet Whitney Goodman

(03:06) Whitney’s path to becoming a therapist

(05:17) Starting private practice while working full-time

(06:29) How Whitney got her first clients

(07:33) Growing Instagram and handling early challenges

(09:09) Whitney’s niche in family relationships

(11:07) Marketing efforts after going full-time

(15:41) Launching online courses during Covid

(17:31) The viral post that changed Whitney’s career

(19:32) Handling negative comments on social media

(22:38) Creating and selling Whitney’s first course

(27:26) Reflecting on mistakes and lessons learned

(28:24) Why hired marketers often failed Whitney

(31:06) Forming calling home membership community

(34:12) Moving from toxic positivity to family relationships

(36:24) Therapists can also be your clients

(38:35) Membership pricing and commitment choices

(41:53) Challenges in social media to paid client conversion

(44:16) The worst things Whitney’s heard online, advice for listeners, and more

This episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode.

A phone hovering above a mattress, a foster care caseload on hold, and a pandemic looming set the unlikely scene for this week’s social work conversation.

Basiliso “Bas” Moreno, Host of the Social Work Rants Podcast, joins Michael Fulwiler to recount a journey spanning Bronx streets, foster care units, and pandemic caregiving.

Bas recalls starting foster care work at eight dollars an hour, failing the licensing exam five times, losing ten clients and his mother to COVID, and channeling the heartbreak into two hundred podcast episodes and a self-published poetry collection of reflections.

Listen for candid lessons on blending case management and caregiving, stories from pandemic fieldwork that reshaped his mission, and practical advice on protecting family wealth through the emerging practice of financial social work for overburdened parents and children.

In the conversation, they discuss:

• The realities of caregiving while managing a career in social work
• How podcasting and poetry support mental health and outreach
• The business skills social work programs rarely cover

Connect with the guest:

• Bas Moreno on Instagram: https://www.instagram.com/basmorenoconsulting/ 
• Bas Moreno on LinkedIn: https://www.linkedin.com/in/basilisomoreno/ 
• Visit Bas Moreno’s website: https://basmorenoconsulting.com/services 
• Check out the Social Work Rants Podcast: https://www.linkedin.com/in/basilisomoreno/ 
• Check out Bas Moreno’s book: https://www.amazon.com/Triumph-Through-Pain-Maximize-Potential/ 

Connect with Michael and Heard:

• Michael’s LinkedIn: https://www.linkedin.com/in/michaelfulwiler/ 
• Newsletter: https://www.joinheard.com/newsletter 
• Book a free consult: joinheard.com/consult 

Jump into the conversation:

(00:00) Welcome to Heard Business School

(01:00) Meet Bas Moreno

(03:13) Growing Up During Crack Epidemic

(05:02) Early Glimpse Into Case Management

(07:03) 9/11 Shifted Career Direction

(09:50) Starting Foster Work At $8

(11:50) Fordham Internship Through Networking

(15:16) Cultural Gaps In Client Sessions

(17:14) Burnout, Divorce, And Holding On

(21:54) From Rooftop Party To Marriage

(23:03) Personal Caregiving Meets Professional Skills

(25:51) Home Discharge Before Lockdowns Began

(27:42) Navigating Pandemic Visits And Grief

(30:32) Emergency Call As Mom Chokes

(33:26) Flat Affect And Hospital Return

(35:22) Turning Grief Into A Book

(38:58) Becoming A Financial Social Worker

(41:39) Growing A Podcast And Directory

(44:06) Landing First Paid Podcast Sponsor

(47:04) What Social Workers Can Build

(50:55) Advice For The Sandwich Generation

This episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode. 

Building a thriving private practice as a therapist comes with unique challenges, from finding clients to managing finances and maintaining work-life balance.

Kelley Stevens, a licensed marriage and family therapist and founder of The Private Practice Pro, joins Michael Fulwiler to share her journey from group practice to running a successful private practice and growing a therapist-focused business.

Kelley draws on her marketing expertise and hands-on experience to offer practical advice for therapists who want to build sustainable, mission-driven practices without burning out.

Listen to the conversation to learn how Kelley navigated setting fees, getting referrals, managing maternity leave, and using social media thoughtfully to grow her business.

In the conversation, they discuss:

• Building strong referral networks that work
• Setting fees based on value and market realities
• The importance of consistent marketing efforts that fit your style

Connect with the guest:

• Kelley on Instagram: https://www.instagram.com/theprivatepracticepro/ 
• Kelley on LinkedIn: https://www.linkedin.com/in/kelley-stevens-lmft-b92b4237/
• Visit The Private Practice Pro website: https://theprivatepracticepro.com/ 

Connect with Michael and Heard:

• Michael’s LinkedIn: https://www.linkedin.com/in/michaelfulwiler/ 
• Newsletter: https://www.joinheard.com/newsletter 
• Book a free consult: joinheard.com/consult 

Jump into the conversation:

(00:00) Welcome to Heard Business School

(01:28) Meet Kelley Stevens

(02:40) Choosing Carleton College And Family History

(04:49) Early Career in Hospital And Group Therapy

(07:18) How Kelley Took on Marketing at Her Group Practice

(09:42) The Importance of Building Referral Networks in Therapy

(13:22) Transitioning From Group Practice To Private Practice

(15:05) Recognizing Unsustainable Work Habits And Burnout

(17:41) Setting Fees And Deciding Against Taking Insurance

(20:34) Launching The Private Practice Pro During The Pandemic

(22:22) Learning Social Media With Help From a Teenager

(25:15) When to Create And Launch Online Courses as a Therapist

(29:54) Top Questions Therapists Ask About Taxes

(31:58) Finding The Right Client-Getting Strategy for You

(34:35) Planning Maternity Leave as a Private Practice Owner

(37:44) How to Build Referral Relationships With Doctors

(42:29) What The Private Practice Pro Offers Beyond Instagram

(44:32) Using Substack And Diversifying Platforms

(48:22) Rapid Fire Answers on Fees, Mistakes, And Photos

This episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode.

Getting out of debt can feel impossible, especially when you're building a therapy practice, managing student loans, and trying to make your work sustainable for the long haul.

Jacent Wamala, a licensed marriage and family therapist, financial wellness coach, and founder of Wamala Wellness, joins Michael Fulwiler to share how she paid off nearly $100,000 in debt in just three years. 

Jacent talks candidly about her journey through divorce, grief, and financial instability, and how those experiences shaped the way she supports other therapists in doing the same.

This episode is packed with practical advice and mindset shifts for therapists who want to take control of their finances without sacrificing their mission to help others.

In the conversation, they discuss:

• Why debt payoff is more about mindset than math
• How to create a money plan that aligns with your life
• What it means to build a “money team” for your business

Connect with the guest:

• Jacent on Instagram: https://www.instagram.com/jacentwamala/ 
• Jacent on LinkedIn: https://www.linkedin.com/in/jacent-wamala-aa8baa194/
• Jacent on YouTube: https://www.youtube.com/channel/UC_i5S1hB1NAe1v2xxg3kUQA 
• Visit the Wamala Wellness website: https://www.wamalawellness.com/ 

Connect with Michael and Heard:

• Michael’s LinkedIn: https://www.linkedin.com/in/michaelfulwiler/ 
• Newsletter: https://www.joinheard.com/newsletter 
• Book a free consult: joinheard.com/consult 
• Related Webinars: https://www.joinheard.com/events/debt-free-therapist-strategies-for-financial-liberation, https://www.joinheard.com/events/mastering-financial-wellness 
• Episode blog post: https://www.joinheard.com/articles/how-i-paid-off-94-000-in-debt-in-3-years-as-a-marriage-and-family-therapist 

Jump into the conversation:
(00:00) Welcome to Heard Business School
(01:20) Meet Jacent Wamala
(03:10) Why She’s Not a Financial Therapist
(03:46) Growing Up Ugandan-American And Moving to Vegas
(07:26) The Cost of Grad School Debt
(10:07) Divorce, Grief, And Her Financial Turning Point
(12:56) Calculating Net Worth Changed Everything
(15:24) What Net Worth Really Tells You
(19:28) Avoidance vs. Acceptance in Money Mindset
(21:22) Budgeting and Setting Clear Debt Goals
(23:03) Living Lean to Accelerate Debt Payoff
(25:58) Building a Money Team for Support
(28:00) It’s Mindset, Not Just Math
(31:00) Real Therapist Success Story: Alicia’s Journey
(35:23) Hesitation, Self-Sabotage, And Getting Help
(37:10) Raise Your Rates And Restructure Finances
(40:19) The Most Common Mistake: Disorganization
(44:05) Finance Strategies Must Fit Your Lifestyle
(45:58) Debt Payoff Methods Explained
(49:21) Using Profit-First To Manage Your Business

This episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode.

Building a private practice is great. But building one rooted in lived experience is on a whole other level.

Christopher Brown, a Marine Corps veteran and EMDR-certified therapist, joins Michael Fulwiler to share his path from combat to clinical work. 

After surviving a suicide bombing and facing years of PTSD, Christopher found healing through EMDR and turned that transformation into a mission to help others do the same, may they be veterans, first responders, or trauma survivors.

He talks about launching the nonprofit Growing Veterans, the lessons he learned about money and mission, and why he started Helicon to help other EMDR providers build meaningful, sustainable practices.

In the conversation, they discuss:

• How EMDR helped Christopher process trauma and build clinical confidence
• The journey from nonprofit leadership to private practice
• Why first responders need better access to trauma-informed care

Connect with the guest:

• Christopher on LinkedIn: https://www.linkedin.com/in/cdbrownvet/
• Visit the Helicon website: https://www.gowithhelicon.com/ 

Connect with Michael and Heard:

• Michael’s LinkedIn: https://www.linkedin.com/in/michaelfulwiler/ 
• Newsletter: https://www.joinheard.com/newsletter 
• Book a free consult: joinheard.com/consult 

Jump into the conversation:

(00:00) Welcome to Heard Business School

(00:26) Meet Christopher Brown

(06:59) Surviving a suicide bombing during deployment

(10:53) The PTSD Christopher faced after returning home

(12:28) How EMDR helped Christopher stop experiencing flashbacks

(17:43) Why he first sought therapy

(20:21) Launching Growing Veterans to support vets through farming

(24:39) The financial realities of running a nonprofit

(30:13) How Christopher transitioned to private practice

(36:34) Expanding his practice to include first responders

(41:08) How Helicon is improving EMDR access and certification

(44:56) Christopher’s take on psychedelic-assisted therapy for veterans

This episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode.

Running a therapy practice while staying true to your values isn’t always easy, especially in a system that often prioritizes profit over people.

Paul Fugelsang, founder and executive director of Open Path Psychotherapy Collective, joins  Michael Fulwiler to talk about building a mission-driven organization that connects clients to affordable therapy without compromising clinical integrity. Paul shares his path from overwhelmed private practice therapist to nonprofit leader, and how Open Path now supports over 34,000 therapists across the country.

He reflects on the ethics of sliding scale work, the complexities of talking about money in the therapy room, and why resisting unchecked growth is one way to preserve the soul of this work.

Listen to this episode for real talk on money, values, and building a sustainable practice that serves the people who need it most.

In the conversation, they discuss:

• Why affordability doesn’t have to mean burnout or underpayment
• How Open Path created a scalable model that supports therapists and clients
• What therapists should consider when setting their fees

Connect with the guest:
Paul on LinkedIn: https://www.linkedin.com/in/paul-fugelsang-a970123a 
Open Path on Instagram: https://www.instagram.com/openpathpsychotherapy/
Visit the Open Path website: https://openpathcollective.org/

Connect with Michael and Heard:
Michael’s LinkedIn: https://www.linkedin.com/in/michaelfulwiler/
Newsletter: https://www.joinheard.com/newsletter
Book a free consult: joinheard.com/consult

Jump into the conversation:
(00:00) Welcome to Heard Business School
(01:26) Meet Paul Fugelsang
(02:14) Discovering Contemplative Psychotherapy at Naropa
(03:06) Working in Juvenile Justice After Grad School
(04:33) Launching a Private Practice in Florida
(06:17) The Idea for Open Path Is Born
(08:41) How Open Path’s Model Works
(10:34) Matching Therapists And Clients Post-Pandemic
(11:45) Paul’s Critique of VC-Backed Mental Health Platforms
(14:33) Balancing Affordability And Therapist Well-Being
(21:15) How to Talk Money With Clients
(25:06) Sliding Scale as a Confidence Crutch
(27:58) Lessons From Launching a Nonprofit
(30:25) Why Open Path Doesn’t Have a Five-Year Plan
(32:45) Will AI Change How We Do Therapy?
(39:52) Why Paul Stays Skeptical of Tech in Therapy
(43:30) Paul’s Message to Therapists Today

This episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode.

Starting a private practice sounds exciting…until the clients don’t show up.

In this episode, Gerald Joseph, licensed clinical social worker and founder of The Capital Therapist, joins Michael Fulwiler to share what it’s like to build a therapy business from the ground up. 

Gerald opens up about their journey from fashion merchandising to mental health care, the roadblocks he hit while getting licensed, and how he’s carved out a practice that centers authenticity and community care.

He also explains how he integrated psychedelic-assisted therapy into his offerings, why it’s not a magic solution, and the importance of safe, informed use.

Listen in to hear Gerald’s candid perspective on navigating a career in therapy while staying true to who you are.

In the conversation, they discuss:

• The reality of launching a private practice without a built-in client base
• How Gerald uses authenticity to build trust and connection with a client
• The evolving role of psychedelic therapy in mental health treatment today

Connect with the guest:

• Gerald on Instagram: https://www.instagram.com/geraldjoseph_/
• Gerald on LinkedIn: https://www.linkedin.com/in/geraldjosephsocialwork/
• Visit The Capital Therapist website: https://www.thecapitaltherapist.com/ 

Connect with Michael and Heard:

• Michael’s LinkedIn: https://www.linkedin.com/in/michaelfulwiler/ 
• Newsletter: https://www.joinheard.com/newsletter 
• Book a free consult: joinheard.com/consult 

Jump into the conversation:

(00:00) Welcome To Heard Business School

(00:47) Meet Gerald Joseph And The Capital Therapist

(02:11) Embracing Authenticity

(04:04) From Fashion To Mental Health

(07:03) Why Social Work Was The Right Fit

(09:23) Failing The Licensing Exam Multiple Times

(12:41) Should We Rethink Licensure Requirements?

(15:49) Being Gender Nonconforming In Professional Spaces

(19:12) Centering Marginalized Clients In Private Practice

(25:01) What No One Tells You About Private Practice

(33:02) How Gerald Got Into Psychedelic Therapy

(43:16) What Psychedelics Can Treat And How To Stay Safe

This episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode.

Navigating the complexities of running a therapy practice today means balancing clinical care with growing administrative demands and emerging technology.

Ted Faneuff, a practicing therapist and Head of Clinical Operations at Upheal, joins Michael Fulwiler to explore how AI is reshaping mental health care and helping therapists reclaim time and reduce burnout.

Ted shares his personal journey, including his late ADHD diagnosis, and explains how AI-powered tools can support therapists in staying fully present with clients while easing documentation burdens.

Listen to this conversation to understand what therapists need to know about AI, data privacy, and ethical adoption (plus why therapist involvement is critical in shaping the future of mental health technology).

In the conversation, they discuss:

• How AI assistants can transform therapy workflows and save hours each week
• The importance of clear consent and privacy standards for AI use in therapy
• Addressing fears about AI replacing therapists and the role of human validation

Connect with the guest:

• Ted on LinkedIn: https://www.linkedin.com/in/ted-faneuff-lisw-s-lmsw-lcsw-mba-b3030350/ 
• Visit the Upheal website: https://www.upheal.io/ 

Connect with Michael and Heard:

• Michael’s LinkedIn: https://www.linkedin.com/in/michaelfulwiler/ 
• Newsletter: https://www.joinheard.com/newsletter 
• Book a free consult: joinheard.com/consult 

Jump into the conversation:

(00:00) Welcome to Heard Business School

(00:34) Meet Ted Faneuff 

(01:20) Exploring How AI Can Support Therapy and Mental Health Care

(02:19) Breaking Down What Artificial Intelligence Really Means

(04:15) A Simple Explanation of Generative AI

(06:58) How Large Language Models Power Today’s AI Tools

(10:07) Addressing the Privacy Concerns That Come with AI

(11:02) What Therapists Need to Know About HIPAA and SOC 2 Security

(13:06) Why Getting Clear Consent Matters When Using AI

(14:45) The Debate on Whether AI Could Ever Replace Therapists

(17:21) Looking at AI’s Ability to Show Empathy and Build Trust

(19:38) How AI Can Lend a Hand and Ease Therapist Workloads

(27:47) Why It’s Important for Therapists to Help Guide AI Development

(35:54) What to Look for When Choosing AI Tools for Your Practice

(44:23) How AI Might Expand Access and Help Therapists Stay in the Field

This episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode.

Designing a career on your own terms isn’t easy, especially if it doesn’t exist out there yet. But Dr. Emily Anhalt found a way to do just that.

Dr. Emily, clinical psychologist, author, and co-founder of Coa, talks with Michael Fulwiler about building a career that works for you. From her early days in private practice to launching a mental health startup, Emily shares how she reframed mental health as emotional fitness and found ways to apply therapy skills far beyond the usual clinic.

She opens up about the risks of self-disclosure, the tension between coaching and therapy, and how therapists can carve out paths that match their strengths, even in industries like tech.

In the conversation, they discuss:

• How to build a business around your interests and clinical training
• What emotional fitness looks like in therapy and beyond
• How self-awareness and boundaries shape long-term sustainability in this work

Connect with the guest:

• Dr. Emily on Instagram: https://www.instagram.com/dremilyanhalt/ 
• Dr. Emily on LinkedIn: https://www.linkedin.com/in/dremilyanhalt/ 
• Visit her website: https://www.dremilyanhalt.com/
• Order Flex Your Feelings by Dr. Emily on Amazon: https://www.amazon.com/Flex-Your-Feelings-Develop-Emotional/dp/0593717619

Connect with Michael and Heard:

• Michael’s LinkedIn: https://www.linkedin.com/in/michaelfulwiler/ 
• Newsletter: https://www.joinheard.com/newsletter 
• Book a free consult: joinheard.com/consult 

Jump into the conversation:

(00:00) Welcome to Heard Business School 
(01:00) Meet Emily Anhalt

(02:16) Building an Audience on Social Media

(03:18) Consistency and Generosity on Social Media

(04:49) Journey from Grad School to Private Practice

(06:30) Working with Silicon Valley Founders and Executives

(07:19) Introducing Emotional Fitness as a Proactive Approach

(09:28) Framing Emotional Fitness as Preventative Care

(11:41) The Power of Therapist Self-Disclosure as a Patient

(13:00) Navigating Self-Disclosure

(16:48)Therapy, Coaching, and Meeting Clients Where They Are

(20:20) Starting a Speaking and Workshop Career

(21:53) Transitioning to Charging for Speaking Engagements

(32:11) Designing the Career You Want

(35:20) Co-founding Coa: A "Gym for Mental Health"

(48:57) Using the Book Flex Your Feelings and Empowering Therapists

This episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode.

Building a successful career in mental health often requires navigating personal challenges, shifting professional goals, and staying adaptable in the face of growing demand.

Dr. Joy Harden Bradford, Founder of Therapy for Black Girls, joins Michael Fulwiler to discuss her path from a small-town Louisiana upbringing to becoming a leading voice in Black women’s mental health.

Dr. Joy shares how her early curiosity about human behavior led her to psychology, how she built Therapy for Black Girls from a blog to a thriving platform, and the surprising journey that led to her podcast’s partnership with iHeart.

Listen to the episode for insights into the evolution of Therapy for Black Girls, how Dr. Joy balances running a business with family life, and the key moments that shaped her vision for supporting Black women’s mental health.

In the conversation, they discuss:

• The challenges and rewards of building a mental health platform for Black women
• How podcasting can create unexpected opportunities for growth
• The importance of community and staying connected in the mental health space

Connect with the guest:

• Dr. Joy on Instagram: https://www.instagram.com/hellodrjoy/ 
• Dr. Joy on LinkedIn: https://www.linkedin.com/in/hellodrjoy/ 
• Visit the Therapy for Black Girls website: https://therapyforblackgirls.com/ 

Connect with Michael and Heard:

• Michael’s LinkedIn: https://www.linkedin.com/in/michaelfulwiler/ 
• Newsletter: https://www.joinheard.com/newsletter 
• Book a free consult: joinheard.com/consult 

Jump into the conversation:

(00:00) Welcome to Heard Business School

(00:34) Meet Dr. Joy Harden Bradford

(02:11) Growing Up in a Small Town and Discovering Psychology

(03:01) Dr. Joy’s Educational Background and Research Focus

(03:54) Challenges as a Black Student in Predominantly White Institutions

(06:37) Observations About Black Students Seeking Mental Health Services

(07:38) Interest in Starting a Private Practice Part-Time

(09:07) Starting Private Practice with the Right Infrastructure

(10:05) The Idea for Therapy for Black Girls Sparked by an Awards Show

(11:02) Early Growth of the Blog and Media Interviews

(13:09) How Social Media Requests Inspired  Therapist Directory

(16:29) Finding a Developer and Starting to Charge for Listings

(17:20) Organic Growth and Big Shoutouts for the Directory

(18:19) Starting the Therapy for Black Girls Podcast Independently

(20:27) Building Community: The Momentum Moment for the Podcast

(41:39) Growing Both Podcast and Directory Together

(44:06) The iHeart Podcast Partnership Opportunity

(46:33) Marketing and Growing the Podcast

(49:00) Building the Therapy for Black Girls Team

This episode is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this episode.