Hustle and Heart: The Path to Achieving Your Entrepreneurial and Life Goals

Thinking about the pros and cons of going fully virtual? In this episode, Kelley sits down with Jessica Vickers, a perinatal health specialist with a fully virtual private therapy practice, serving clients across California. Jessica discusses her journey from starting in therapy practice to being a mom and therapist. She shares her insights and experience on working in group practices, virtual therapy benefits, being a woman of color in the field, and managing clients during motherhood. This episode offers valuable advice for private practice therapists at all stages of their careers.

Join us on this enlightening episode as we sit down with Jessica Vickers, a perinatal health specialist with a thriving virtual private therapy practice spanning across California. Jessica’s journey from her early days in therapy to balancing motherhood and her practice is filled with insights for therapists at every career stage. 

In this podcast, we delve into the benefits of virtual therapy for both therapists and clients, group therapy practice dynamics, and how she managed clients during pregnancy and motherhood. She takes you through her beginnings in the field to her experience as a woman of color in therapy. Jessica also shares tips on securing additional income sources when starting out and discusses her successful engagement with Employee Assistance Programs to expand her client base. 

Whether you’re considering starting your own private therapy practice or looking for fresh perspectives on your therapy career, this episode offers a wealth of wisdom and practical advice to empower you on your journey to success.

Jessica Vickers is a licensed marriage & family therapist, and certified perinatal mental health counselor, living in Orange County, CA. Her practice is virtual, and focuses on the perinatal population, especially women of color, who are navigating the major life adjustments this phase brings. As a mother herself, you can find Jessica spending time (usually outdoors) with her children, maintaining the work/life balance.
Website: www.jessicavickersmft.com
Instagram: @jessicavickersmft
Email: jessicavickersmft@gmail.com

Building a Purposeful Private Therapy Practice

Launching and growing a private therapy practice is rarely a linear path. For many therapists, it’s a journey filled with side hustles, family balancing acts, and bold decisions. Jessica Vickers, LMFT and PMHC, is a shining example of how heart, hustle, and resilience can build a sustainable therapy practice, one rooted in community, flexibility, and identity.

In this candid episode of the Private Practice Pro podcast, Jessica opens up about her path from graduate school to starting a solo therapy practice, growing it with intention, and learning how to market it with purpose.

From Grad School to Grit: The Prelicensure Grind

Jessica and host Kelley Stevens met during graduate school, where the seeds of their private practice roadmap began to form. After graduation, Jessica wasted no time accumulating her 3,000 hours for licensure, working full-time at a treatment center. Her advice for early-career therapists is, if you can, grind through those hours. It pays off faster than you think.

During prelicensure, Jessica didn’t rely solely on therapy income. She babysat, walked dogs, and even waited tables, unconventional jobs that helped pay off student loans and keep her focused on her long-term dream of starting a private practice.

“There’s no shame in working side jobs,” Jessica says. “You do what you need to do to build your vision.”

These real-life experiences reflect a truth often skipped in polished Instagram posts about building private practice; there’s hustle behind the highlight reel.

Starting a Private Therapy Practice, Strategically

Jessica’s first entry into private practice was through a group setup in San Francisco. It was a smart move; she learned clinical skills while observing the behind-the-scenes of running a private practice.

Working Saturdays and evenings helped her fill in referral gaps. Her flexibility made her a valuable member of the group and helped build her client base. For anyone unsure about diving into a solo therapy practice, joining a group practice can be the perfect stepping stone.

“You get case consults, mentorship, and real-world exposure,” she explains. “Plus, you learn how marketing works when you’re not the only one doing it.”

This phase also taught Jessica critical lessons about marketing for therapists and networking. She didn’t need a fancy ad campaign, just relationship-building with clients, peers, and referral partners.

Making the Leap to Solo Practice

After the birth of her second child, Jessica knew it was time to go solo. She worked with a CPA, consulted with mentors, and set up her virtual private practice during maternity leave, a testament to what’s possible when you work with intention.

By creating her own schedule, she could work part-time (Tuesdays and Thursdays) while also doing EAP work (Employee Assistance Program) and parenting two young children. Her current caseload is about eight private clients per week, with occasional evening sessions to accommodate different needs.

Her therapy office is fully virtual, allowing her to work with clients across California, from San Diego to Oakland. Her niche, perinatal mental health, women navigating motherhood, identity, trauma, and career shifts.

“I love that my clients don’t need to commute to see me,” she says. “Virtual therapy supports work-life balance for everyone.”

The Power of Authentic Marketing

For Jessica, growing a cash-pay therapy practice didn’t require gimmicks. Instead, she relied on word of mouth, authentic connection, and therapist-approved marketing strategies like cold emailing companies.

When she emailed Disney’s HR department, they offered her a part-time, onsite role providing therapy for employees. It wasn’t an opportunity she found through a job board; it was through strategic outreach, a crucial tip for any therapist interested in marketing private therapy practice.

“There wasn’t an application,” Jessica laughs. “I just introduced myself and explained how I could help their employees.”

This unconventional route to growing your private practice proves that thoughtful, targeted outreach can yield powerful results.

Balancing Parenthood and Practice

Jessica’s story also challenges the myth that you need to work 40-plus hours a week to have a “real” practice. Her private therapy practice is intentionally part-time. She works around her family’s needs, and that doesn’t make her any less successful.

Her example is especially important for new moms who fear that starting a private practice while raising kids isn’t possible.

“Even with two kids, I can run a thriving practice,” she says. “You don’t have to sacrifice motherhood or career. You can build both.”

That’s a key mindset shift for therapists considering holiday in private practice, or wondering how to return to work after parental leave. Flexible schedules, smart systems, and clear communication with clients make it possible.

Sliding Scale and Accessibility

Jessica also shared thoughts on sliding scale therapy fees, which can make therapy more accessible without compromising your financial needs. She uses a limited number of slots to offer flexibility, especially for returning clients from earlier stages of her career.

Combined with her virtual setup, this strategy makes her practice inclusive and sustainable.

“It’s about finding a balance between helping others and making your practice work for your life,” she says.

Success Beyond the Couch

One of the most valuable takeaways from Jessica’s story is how diverse a private practice therapist's life can be. From group work to out-of-network therapy, EAP contracts, and virtual sessions, there’s no single “right” way to grow.

Jessica didn’t start her practice with a 20-client caseload or fancy branding. She started with heart, community, and grit, and she kept showing up. That’s what made the difference.

Her journey mirrors what many therapists experience; success in teen therapy, perinatal work, or identity-focused care isn’t just about credentials. It’s about who you are and how you market yourself authentically.

Final Thoughts: Your Practice, Your Terms

Jessica’s path reminds us that starting a private practice is not a one-size-fits-all journey. Whether you’re offering private pay therapy, out-of-network therapy, or seeing clients in a group therapy practice, you get to define your success.

Here are a few therapist tools and takeaways inspired by Jessica’s story,

• Use online marketing for therapists that feels authentic, like personalized emails and content that shares your “why”

• Explore private practice tools for therapists that support flexible, virtual work (like SimplePractice or virtual platforms)

• Don’t be afraid to begin part-time, solo therapy practice doesn’t mean you need a packed schedule to be valid

• Build in therapy fees that reflect your value, while also offering some sliding scale therapy spots when feasible

• Trust that your story, identity, and heart will attract the right clients, no gimmicks needed

Whether you're just beginning or deep into your private practice, remember this, hustle looks different for everyone. You can be strategic and heart-centered. You can be both mom and therapist. You can make it work.

“You matter. You’re here for a reason. It’s going to be okay.”

Frequently Asked Questions

Can therapists run a successful fully virtual private practice?

Yes. A fully virtual practice can reduce overhead, expand geographic reach, and give therapists more control over their schedules. Success still depends on licensing rules, secure technology, clear systems, effective marketing, and a defined niche.

What are the benefits of a virtual therapy practice?

Virtual therapy can eliminate commuting, reduce office expenses, increase scheduling flexibility, and make services more accessible to clients across a wider area. It can also support therapists who need a practice model that fits around parenting or other responsibilities.

What are the disadvantages of running a virtual therapy practice?

Potential drawbacks include technology problems, limited privacy at home, screen fatigue, difficulty separating work from personal life, and licensing restrictions. Some clients may also prefer in person sessions or lack a suitable space for virtual therapy.

Can therapists provide telehealth to clients across an entire state?

Therapists may generally serve clients located in states where they are licensed or otherwise legally authorised to practise. The client’s physical location during the session matters, so therapists should confirm current licensing and telehealth requirements.

Is joining a group practice a good way to start a therapy career?

Yes. A group practice can provide referrals, mentorship, consultation, administrative support, and exposure to the business side of private practice. It can be a useful stepping stone before opening a solo practice.

When should a therapist leave a group practice and go solo?

A therapist may be ready when they have a clear niche, financial plan, referral strategy, business systems, and enough experience to manage clinical and administrative responsibilities independently. Going solo should be a strategic decision, not an escape plan made during a terrible Tuesday.

Can therapists start a private practice part time?

Yes. Many therapists begin with a small caseload while maintaining other work. A part time launch can reduce financial pressure, allow time to build referrals, and help therapists test their systems before expanding.

How many clients does a therapist need for a successful private practice?

There is no universal number. The right caseload depends on fees, expenses, income goals, session intensity, parenting responsibilities, and available time. A practice with eight well matched clients can be more sustainable than one with twenty exhausted ones.

How can therapist moms balance private practice and parenting?

Build the practice around actual family needs rather than forcing family life around the business. Clear working hours, reliable childcare, protected time off, automation, and a realistic caseload can make the practice more sustainable.

Can therapists start a private practice during maternity leave?

It may be possible to use maternity leave for planning, but therapists should protect their recovery and avoid turning leave into a disguised business launch. Tasks such as consulting a CPA, choosing systems, and outlining services can be completed gradually.

How can therapists return to work after parental leave?

Communicate return dates clearly, reopen the schedule slowly, avoid filling the first week completely, and create time for administration. A gradual return can make the transition easier for both the therapist and clients.

What is an Employee Assistance Program for therapists?

An Employee Assistance Program, often called an EAP, connects employees with short term counselling and other support services. Therapists may contract with EAP providers or organisations to receive referrals and diversify their income.

Can EAP work help therapists build a private practice?

Yes. EAP contracts can provide additional referrals, introduce therapists to new client populations, and create income while a private practice is growing. Therapists should review reimbursement rates, session limits, paperwork, and contract terms carefully.

How can therapists find EAP opportunities?

Therapists can contact EAP companies, network with local employers, connect with human resources departments, and introduce services directly to organisations. Thoughtful outreach can create opportunities that are never advertised publicly.

Is cold emailing an effective marketing strategy for therapists?

It can be effective when the message is personalised, relevant, and focused on how the therapist can help the recipient’s organisation or community. Generic mass emails usually fail because they sound like generic mass emails.

How can therapists market a private practice authentically?

Use language that reflects your values, niche, personality, and reasons for doing the work. Relationship building, useful content, professional outreach, and word of mouth often feel more natural than aggressive promotional tactics.

Do therapists need paid advertising to grow a private practice?

No. Many therapists grow through referrals, networking, search visibility, directories, professional outreach, and consistent content. Paid advertising can help, but it is not a substitute for clear positioning and a strong client experience.

How important is choosing a niche in private practice?

A clear niche helps potential clients and referral partners understand who you serve and why your work is relevant. It also makes marketing easier because your message can address specific needs instead of sounding broad and forgettable.

Can personal identity influence a therapist’s niche?

Yes. A therapist’s lived experience, culture, community, and values may shape the populations they feel called and qualified to support. Personal identity can strengthen connection, but it should be paired with appropriate training, competence, and ethical practice.

How can therapists serve women of colour in perinatal mental health?

Therapists should use culturally responsive care, recognise systemic barriers, avoid treating identity as an afterthought, and continue developing competence through education and consultation. Services should reflect the realities clients face, not just textbook symptoms.

What is perinatal mental health therapy?

Perinatal mental health therapy supports people during pregnancy, postpartum, fertility challenges, pregnancy loss, birth trauma, identity changes, anxiety, depression, and the transition into parenthood.

Should therapists offer sliding scale fees?

A limited sliding scale can improve access when it is financially sustainable. Therapists should decide how many spaces they can offer, establish a minimum fee, and review arrangements consistently.

How can therapists balance accessibility with financial sustainability?

Accessibility should be planned rather than driven by guilt. Therapists can combine full fee services, limited reduced fee spaces, EAP work, groups, referrals, and virtual services without undercharging every client.

What side jobs can therapists do while building a private practice?

Therapists may use part time clinical work, teaching, consulting, EAP contracts, administrative work, or unrelated flexible jobs to support themselves. There is no shame in using additional income while building a long term vision.

What makes a private practice sustainable?

A sustainable practice includes appropriate fees, manageable hours, clear boundaries, reliable systems, financial planning, and enough flexibility for rest and family life. It should support the therapist’s life rather than quietly consume it.

What is the biggest lesson for therapists starting private practice?

There is no single correct path. Therapists can begin part time, work virtually, use multiple income sources, and grow gradually. The strongest practice model is the one that fits the therapist’s values, capacity, and real life.