Are We Moving from Pay-Per-Session to Subscription Therapy? What Private Practice Therapists Need to Know

The therapy landscape is shifting. From BetterHelp's unlimited messaging to boutique practices offering monthly packages, subscription models are everywhere. But is this trend right for you?

When I first heard about therapists offering "therapy subscriptions," my immediate reaction was scepticism. How can a therapeutic relationship be sold in a way akin to Netflix—pay monthly, consume content, and lose money if you don’t use it.

But after observing the market for the past year and speaking with colleagues who've implemented various models, the conversation is more nuanced than I initially thought.

The subscription trend isn't just coming from companies like BetterHelp. It's emerging from a real problem many of us face: the tension between providing consistent, effective therapy and the financial realities of both running a practice and making therapy accessible.

Why Subscription Models Are Gaining Traction

The appeal is obvious from a business perspective. Instead of income fluctuating wildly based on holidays, client cancellations, and seasonal patterns, subscriptions promise predictable revenue.