Have you ever looked at what someone else is charging as a counsellor and felt that drop in your stomach?
That thought of:
- “Maybe I’m too expensive”
- “Maybe I should be charging less”
It’s something many therapists struggle with, especially when you’re building a private practice.
And recently, it’s something I experienced myself.
🎧 You can listen to the full episode here:
Am I Charging Too Much as a Counsellor? Why This Thought Shows Up
I recently came across someone offering what looked like a very similar service to mine – but at a much lower price.
And it really knocked my confidence.
I started questioning everything:
- Am I charging too much for what I offer?
- Why would anyone choose me?
- Have I got this wrong?
If you’ve ever searched something like “how much should I charge as a counsellor in the UK”, you’ll know how quickly comparison creeps in.
And when it does, it doesn’t just stay as a passing thought. It can affect how you show up in your practice, how visible you are, and even the decisions you make about your fees.
Why Comparing Yourself to Other Therapists Can Knock Your Confidence
Comparison often starts subtly.
You see another therapist’s website, profile, or social media and something about it looks more polished, more experienced, or more confident.
And then your mind fills in the gaps.
You might find yourself thinking:
- They’re better than me
- They’re more experienced
- They’ve got it all worked out
And from there, it’s a short step to:
- I shouldn’t be charging what I charge
- I shouldn’t be putting myself out there
- I’m not good enough
This is how comparison quietly knocks your confidence and can lead you to hold yourself back.
How to Know If You’re Comparing Like With Like as a Counsellor
One of the most helpful realisations for me was this:
I wasn’t comparing like with like.
On the surface, the two offers looked similar. But when I really looked at them, they were very different.
Different levels of support
Different levels of access
Different intentions
And the same applies in therapy.
You might think:
“Well, we’re both counsellors …”
But what you bring is unique:
- your personality
- your lived experience
- your way of working
- how clients experience being with you
When you overlook that, it’s very easy to undervalue yourself as a therapist.
How Much Should I Charge as a Counsellor in the UK?
This is one of the most common questions therapists ask.
But the answer isn’t as simple as looking at what everyone else is charging – or even how many years you’ve been qualified.
When I support therapists with their fees, we look at things a little differently.
We think about:
- how much you need to earn to cover your costs and make a living
- how many clients you actually want to see each week
- what kind of balance you want in your life and practice
Because your fees need to work for you, not just reflect what others are doing.
Of course, relevant experience can play a part. For example, if you’ve spent years supporting people in a particular area, that depth of experience has real value.
But setting your fees purely based on comparison or years of experience can lead you to undervalue yourself – or build a practice that isn’t sustainable.
Instead, it’s about creating something that supports both you and your clients.
Why It’s Not a Zero-Sum Game in Private Practice
It’s easy to fall into the trap of thinking:
“If they’re getting clients, there won’t be any left for me”
But private practice doesn’t work like that.
There are many different types of clients looking for different things.
Some people want:
- lower-cost support
- something more structured or self-led
Others want:
- connection
- depth
- ongoing support
You don’t need to be right for everyone.
You just need to be visible enough for the right people to find you.
How Comparison Affects Your Fees, Niche and Visibility
Comparison doesn’t just stay in your thoughts. It often affects how you behave in your practice.
You might:
- lower your fees even when it doesn’t feel right
- avoid choosing a niche
- hesitate to post on social media
- doubt your directory profile
- question your experience
Over time, this can lead to you shrinking back, rather than growing your practice.
How to Stop Undervaluing Yourself as a Therapist
The shift isn’t about becoming overconfident.
It’s about being fair to yourself.
That might look like:
- acknowledging how far you’ve come
- recognising your strengths
- allowing yourself to be visible
- trusting that what you offer has value
This is something I support therapists with inside Therapy Growth Group, helping you see what makes you different and feel more confident sharing it.
A Simple Question to Ask Yourself When You Compare
Next time you find yourself comparing, try asking:
“Am I being fair to myself here?”
Because often, you’re not behind.
You’re not lacking.
You may just be underestimating yourself.
FAQs: Therapy Fees, Comparison and Confidence
Am I charging too much as a counsellor?
If you’re basing this purely on what other therapists charge, it may not be a fair comparison.
A more helpful question is whether your fees work for you. Do they allow you to cover your costs, earn a living, and see a manageable number of clients each week?
If not, it might not be about charging “too much” or “too little”… but about finding a fee that supports a sustainable practice.
How much should I charge as a counsellor in the UK?
There isn’t one set answer.
Rather than focusing only on what others charge, it can be more useful to think about:
- how much you need to earn
- how many clients you want to see
- what kind of balance you want in your working week
From there, you can work out a fee that supports both your life and your practice.
Does experience affect how much I should charge as a therapist?
Experience can play a role, especially if it’s directly relevant to the clients you work with.
For example, if you’ve spent years supporting people in a particular area, that depth of experience can be very valuable.
But it’s not just about how long you’ve been qualified. It’s also about what you bring, how you work, and how you support your clients.
Should I lower my therapy fees to get more clients?
Lowering your fees might lead to more enquiries, but it doesn’t always lead to a sustainable practice.
If your fees are too low, you may need to see more clients than feels manageable, which can lead to stress or burnout.
Low fees can also signal to clients that your offer isn’t very good (even if it is!)
It’s often more helpful to focus on clearly communicating your value so the right clients feel confident choosing you.
How do I stop comparing myself to other therapists?
Comparison is a natural response, especially when you’re building a private practice.
Rather than trying to stop it completely, you can notice when it happens and gently bring your focus back to your own strengths, your own journey, and what you offer.
A helpful question to ask is: “Am I being fair to myself here?”
Want Support With This?
If you’d like support to grow your private practice, Therapy Growth Group offers:
- Regular live calls and Ask Me Anything sessions
- Support with profiles, blogs, and social media
- A small, supportive community
- Ongoing guidance tailored to your situation