Startup cost
$1.0k–$10k
TRUiC Business Ideas
How to Start a Family Counseling Practice
Decision Snapshot
Family Counseling
Idea Score
73
Profit margin
36%
Break-even
4 mo–12 mo
Time to launch
2 wk–8 wk
Demand trend
Stable
5-yr failure rate
—
Capital intensity
Medium
Time commitment
Full time
Part 1 - How to start a Family Counseling Practice business - Background
Family counseling sessions may be conducted in a one-on-one format or involve group counseling. Counseling clients often have diverse needs, ranging from helping children cope with divorce and trauma to helping spouses repair and even save their marriages.
Our guide is in 3 parts:
- Part 1 - How to start a Family Counseling business - Background
- Part 2 - Our planner tool to see if this idea is the right fit for you
- Part 3 - Action plan to get started
What are the costs involved in opening a family counseling practice?
Tabulating the costs for opening a family counseling business is tricky. Many counselors operate out of their own homes or visit clients in their homes, which cuts down on the need to lease an expensive office space, pay its utilities, and so on. So, the typical costs to open the business include initial advertising via online and offline platforms (typically less than $1,000 to create and maintain a website, print business cards, take out traditional newspaper and radio advertisements, and create a social media presence), paying for any liability insurance (typically less than $500 a year), and paying for any appropriate business license (exact costs will vary by area). However, the job is contingent on completing a Bachelor’s degree and Master’s degree, which could easily cost $75,000 or more to obtain. While it is possible to partially defray these costs with federal student loans and other financial aid, it is worth noting that you may have to take on initial debt to simply obtain the necessary education to begin this career.
What are the ongoing expenses for a family counseling practice?
The beauty of a family counseling business is that it potentially has very little overhead. If you are meeting with clients in your own home or in their homes, then your primary ongoing expenses are advertisement (approximately $500 or less per month), liability insurance (which averages to about $42 a month), and the cost of any travel related to your job. If you do lease an office space to conduct sessions in, this will add a minimum of $600 to your monthly bill for rent and utilities and may cost approximately $250 a month for equipment upkeep around the office. Beyond this, you may need to pay membership dues in professional organizations such as the American Counseling Association and American Mental Health Counselors Association that will total around $300 each year.
Who is the target market?
Because of the sheer diversity of clients and client issues you will be dealing with, there is no one customer “type” that is really preferred, as each case is unique in its own way. The primary common thread among the best clients is that they are genuinely hoping to make positive changes in their family dynamic and willing to make changes in their own life in order to make that happen.
How does a family counseling practice make money?
Put simply, a family counseling business makes money by charging clients a fixed amount of money per session. You may consider charging different amounts for different kinds of sessions (say, a higher amount for a diagnostic session versus an ongoing session), and your decision to allow things like third-party insurance to cover some of your clients’ costs may impact how much you charge.
How much can you charge customers?
The exact amount you can charge clients is partially determined by your area and your competition. Rural areas, for instance, tend to have lower prices, and areas with plenty of other counselors in your niche may require you to engage in competitive pricing. Generally, though, it’s good to charge clients around $100 for a first “diagnostic” session and around $75 for regular sessions. This assumes sessions are one hour or less. It’s fine to tweak these amounts and find what is right for your area, but keep in mind that this cost also reflects time you are spending outside of that hour on their case as well as the value of your (quite possibly expensive) formal education.
How much profit can a family counseling practice make?
The exact profit you can make ultimately comes down to math. If you are charging the recommended $75 per session for clients and can take on 112 sessions in a month (which looks intimidating, but boils down to only 28 hours a week), you can easily make more than $100,000 per year. Your first year or two, however, will probably yield more modest dividends as you are still establishing your name.
How can you make your business more profitable?
The main way to making your business more profitable is to make your business easier to find. It may not be your specialty, but using Search Engine Optimization tools can make your business easier to find via keywords, while making sure your website is optimized for smartphones can make it easier for clients to find and contact you. Your niche is relatively broad, but you can also research your community to find out what the primary need is (say, marriage counseling), and make sure your advertisements reflect your ability to help with this. Finally, use the internet as a relentless advertising tool: publish informative and entertaining posts via social media, provide practical advice and documents on your website, and publish on as many guest blogs as you possibly can. You have to meet clients where they live, and right now, the internet is that place!
Day-to-Day and Growth
What happens during a typical day at a family counseling practice?
A family counseling business has many different daily activities. In no particular order, those activities may include taking appointments for future counseling sessions, following up with clients regarding upcoming sessions, and conducting any sessions scheduled for that day. Depending on how you conduct your business, you may travel to clients’ homes to observe them and/or administer sessions. You should also spend time each month keeping abreast of the latest developments concerning psychology and treatment so that you are providing the best possible care for clients.
What are some skills and experiences that will help you build a successful family counseling practice?
As mentioned earlier, this is a business with a rather fixed educational requirement. You must have completed a Master’s or Doctoral program in something like Marriage and Family Therapy before you can open this business, and that is only after completing an undergraduate degree in something like Psychology or Social Work. Fortunately, this long period of education (and attending internships and observations) provides most of the skills necessary to successfully run this business.
What is the growth potential for a family counseling practice?
The growth potential for this business is quite secure. The Bureau of Labor and Statistics estimates that the field will grow by 19 percent between 2014 and 2024, which is quite a bit faster than the average for other occupations.
What are some insider tips for jump starting a family counseling practice?
Previous experience working as a counselor for an established business can give you invaluable ideas for starting your own practice. Beyond this, insider tips include creating advertising that plays up your specific niche (family counseling), being willing to move to an area that where more clients live (such as suburbs), and giving free talks at colleges, churches, and other locations that will allow you to establish your name and expertise in the area.
How and when to build a team
When starting their own practice, most counselors tend to go solo. This has the previously-mentioned benefit of cutting down on the need for renting an office space, hiring secretaries and other assistants, and so on. However, the nature of your work includes regular, ongoing sessions with clients. If you reach a point where you have more interested clients than you can fit into your existing schedule, it is time to consider taking on a partner or even building an entire team.
Part 2 - Is a Family Counseling Practice business the right fit for you?
Business Evaluation & Strategy Tool
We'll walk you through the four pillars every business needs: Points of Leverage, Marketing Strategy, Financial Model, and Personal Compatibility. At the end you'll see a personalized report and your action plan below will be tailored to your answers.
Step 1 of 4 — Points of Leverage
Every viable business has natural advantages. Below are common leverage points across four categories. Pick the ones that apply to your Family Counseling business. We've pre-suggested a few based on your idea — review and adjust.
Step 2 of 4 — Marketing Strategy
Without a way to connect with customers, even great businesses fail. Pick the channels you plan to use to reach your customers.
Step 3 of 4 — Financial Model
Enter your monthly baseline costs — the minimum overhead to keep the business running. Then we'll calculate how many sales per month you need to break even.
Step 4 of 4 — Personal Compatibility
A business that doesn't fit your life will fail no matter how good the numbers look. Tell us how this business fits you.
Your Family Counseling Evaluation Report
Complete the four pillars and your personalized summary will appear here.
Points of Leverage
Marketing Strategy
Financial Model
Personal Compatibility
Part 3 - Action plan to launch your Family Counseling Practice business in 90 days
Nine concrete steps to take you from idea to open business, grouped into 30-day phases. Complete the planner above and we'll highlight what's most important for your situation.
First 30 days — Foundation
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Form your legal entity
An LLC keeps your personal assets separate from business debts and lawsuits — the most common reason small business owners choose this structure. Sole proprietorships and partnerships do not provide this protection.
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Get an EIN and register for taxes
Apply for your free Employer Identification Number through the IRS, then register for any state or local taxes that apply to your business (sales tax, franchise tax).
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Open a business bank account and credit card
A dedicated business account is required to maintain personal asset protection. Mixing personal and business finances ('piercing the corporate veil') can void your LLC's liability shield.
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Set up business accounting
Recording expenses and income from day one makes tax filing easier and lets you see when the business is actually profitable. Use software (QuickBooks, Wave) or a part-time bookkeeper.
Days 30–60 — Compliance & Risk
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Get permits and licenses
State and local requirements vary widely. Brick-and-mortar businesses typically need a Certificate of Occupancy; service businesses may need specific professional licensing; food businesses need health permits.
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Get business insurance
General Liability Insurance is the most common starting point. If you'll have employees, most states require Workers' Compensation. Specific industries need additional coverage (product liability, professional liability, etc.).
Days 60–90 — Launch
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Define your brand
Your brand is how customers perceive and remember you. A clear name, logo, and visual identity make every later marketing decision easier and protect you legally as you grow.
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Create your business website
Every legitimate business needs a website. Social media pages are not a substitute — you don't own the platform. Modern website builders mean you can launch a clean site in a weekend without a developer.
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Set up your business phone system
A dedicated business number keeps your personal life private, makes the business look legitimate, and lets you route calls professionally. Cloud phone services start under $20/month.