10 Lessons from 10 Years in Business: What I’ve Learned Building a Thriving Therapy Practice

Ten years ago, I sat in a small office with a single dream: to create a therapy practice that would meet people where they are and make mental health care more accessible in our community. That dream became Move Forward Counseling.

What started as a solo practice is now a team of over 65 licensed clinicians serving clients across eight locations in Pennsylvania. The growth has been extraordinary, but it’s the lessons learned along the way that shaped not just our business, but me as a leader, therapist, and entrepreneur.

Here are the 10 most important lessons from a decade of building and leading a mental health practice:

1. Systems Save Sanity

In the early days, I tried to keep everything in my head. It didn’t take long to realize that was a recipe for burnout. The right systems and processes aren’t just “nice to have”, they’re survival tools. Every workflow you design today prevents ten fires tomorrow. From scheduling to billing to clinical documentation, systems give you the freedom to focus on what really matters: client care and leadership.

2. Hire People Smarter Than You

Your team is your greatest asset. I’ve learned to seek out people whose skills complement mine and whose strengths fill in the gaps where I’m weaker. Building a business isn’t about being the best at everything, it’s about building a team that, together, is.

3. “No Waitlist” Isn’t Marketing, It’s Mission Critical

When someone reaches out for mental health support, they’re often doing so in a vulnerable and urgent moment. Making sure we have availability when clients need it most isn’t just good business, it’s part of our ethical commitment to care.

4. Culture Eats Strategy for Breakfast

I can’t overstate the importance of culture. Our core values: customer service, professional integrity, continuous improvement, open communication, and inclusivity aren’t just words on a wall. They guide every decision we make. They shape how we hire, how we treat our clients, and how we support one another as a team.

5. Innovation Doesn’t Always Mean Flashy

Some of the most impactful innovations at Move Forward Counseling weren’t groundbreaking technologies or huge investments. They were simple, thoughtful solutions like offering intern therapy at $50 per session or installing gender neutral restrooms. Innovation is about listening deeply and meeting people where they are.

6. Financial Literacy Isn’t Optional for CEOs

This has been one of my steepest learning curves. Understanding your numbers, really understanding them—is essential to running a sustainable practice. It’s not just about profit; it’s about paying your staff well, planning for growth, and ensuring you can continue to serve your community for years to come.

7. Scale Thoughtfully, Not Frantically

Growth is exciting, but unchecked growth can cause more harm than good. Expanding from two employees to over eighty taught me that scaling without a strong foundation leads to chaos. Thoughtful, strategic growth builds stability and longevity.

8. Embrace the “Sister Practice” Model

Expansion doesn’t always mean making your existing practice bigger. Sometimes it means creating something alongside it. Our upcoming launch of Heartwell Therapy, focused on couples and family work, is an example of how specialization can create new opportunities to serve our community more deeply.

9. Accessibility Requires Creativity

Making mental health care accessible isn’t a one size fits all challenge. It takes creativity and flexibility—whether that’s offering online therapy statewide, providing bilingual services, or creating multiple price points. Barriers to care are real, and addressing them requires innovative solutions.

10. Leading Means Learning to Let Go

This was, and continues to be, my hardest lesson. You cannot and should not do everything yourself. Delegating isn’t a sign of weakness; it’s what allows your business to grow and your impact to expand. Letting go creates space for others to step in, shine, and help your vision grow beyond what you could do alone.

A Decade In and Just Getting Started!

As we celebrate 10 years of Move Forward Counseling, I’m filled with gratitude… for our team, our clients, and the community that has trusted us with their care.

To every therapist, practice owner, and entrepreneur in the mental health space: your work matters. The demand is real, the need is urgent, and the impact is immeasurable.

Here’s to the next decade of growth, innovation, and impact, together.