Please Note: Despite the feedback from others, Alma as been an asset to my business and as such I have left my original review of Alma below if you wish to give it a try for yourself.

So often I see therapist asking in Facebook groups about the pros/cons of various therapy platforms such as Headway, BetterHelp, Talkspace and Alma. In a post-COVID world, I feel these questions have come up even more as telehealth grows and more and more individuals are starting and growing their own private practice. It can be overwhelming to decide which (if any) are good for you.

In this post I am going to take a deep dive into Alma and talk specifics as to how Alma helped me leave my agency job and start a fulltime private practice.

Affiliate Disclosure: If you click through and enroll with Alma, I may be eligible for a referral bonus. If you find this post helpful, please use the referral links below as they help me sustain my small business so I can continue to post helpful information and resources for fellow practice owners. In addition to Alma, multiple links on this website are affiliate links, which means that I may earn a commission if you click on the link or make a purchase using the link. When you make a purchase, the price you pay will be the same whether you use the affiliate link or go directly to the vendor’s website using a non-affiliate link.

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Alma At A Glance

Alma Pros

When I first started my private practice, I explored platforms like Alma to manage my client load. While these tools can be helpful, I quickly realized the importance of having full control over my marketing and client acquisition strategies, REGARDLESS if I am taking insurance or not. This is why I now teach therapists how to use blogging and SEO to attract their ideal clients without relying solely on third-party platforms.

Be sure to scroll to the bottom of this post to learn about attracting private pay clients to your practice.

Alma Cons

Why should you listen to me?

As a business owner and therapist, Alma became my one stop shop for billing, referrals, networking, and education. Alma was not my first decision when opening a practice, but it has been my best decision to date.

I started with Alma in October 2020 following a therapist friend’s recommendation. In full disclosure, she recommended Alma to me months before I joined but I was set on building a cash only business and wanted to try it on my own first. At that time, I was working full-time at a hospital based agency program, doing private practice as a side hustle with dreams of taking my business full-time for greater time flexibility and financial freedom.

Once I was paneled with Alma’s insurance providers (at the time it was only Oxford, Optum, UHC and Aetna), my practice was full in 2 weeks [This was in March 2021]. This allowed me to leave my agency job and work my private practice full-time; the dream I had been trying to achieve for nearly year before as an exclusive cash pay practice with no luck.

I chose Alma because I knew I needed to use insurance to build my caseload but had heard horror stories about the paneling process, billing and low reimbursement rates. Alma erased these concerns as they take care of all the paneling and billing, in addition to negotiation the highest reimbursement rates for insurance I have seen. By taking off the financial pressures, I was able to hand pick my ideal clients while still making more per session then I was at my hourly hospital job.

One of the perks of Alma is that they hire you as a 1099, meaning that your private practice and Alma are two separate entities. Because of this structure, once you leave Alma you are no longer obligated to use their insurances (unlike paneling yourself where you are locked in for 3-6 months). Alma also allows you the option to stop taking referrals when YOU determine that you are full, giving your 100% flexibility on the size and acuity of your caseload.

While platforms like Alma can be a great starting point for getting clients, they’re just one piece of the puzzle. If you’re looking to grow your private practice on your own terms—attracting ideal clients directly and building a business that aligns with your values—I’d love to help. Through my coaching, I teach therapists how to use blogging and SEO to create sustainable, client-attracting systems that work around the clock. Learn more about my coaching services here.

Insurance Billing Made Easy

Alma has announced to all members that it is a violation of contract to share rates publicly therefore I cannot disclose the exact rates of reimbursement but I will say on average I am receiving approximately $100/session which has been substantially higher then most independent insurance contracts I have researched. I can also say that the rates of reimbursements are significantly higher (2-5%) at Alma then they are Headway. Different locations and education levels have different reimbursement rates to my understanding (probably why they do not want the rates discussed) so it is important to reach out to Alma directly to get the rates that are specific to you. Rates may also change based on negotiations with insurance providers therefore the rates listed are only an example of what I am reimbursed and may not be representative of what your state/licensure/insurance contract will provide.

Because you are paneled with insurance under their tax ID number and working for Alma as an independent contractor, legally you can still bill your practice as OON (out of network) as it is a separate business entity. Because you are essentially working at two different facilities (Alma and your own practice) you can see both client under insurance (with Alma) and OON (under your own practice) at the same time.

Peer and Clinical Supervision

One of the unexpected perks of Alma is its robust community. When first signing up I originally dismissed this perk as I had built myself a large peer group. Once I became more involved with Alma I learned quickly that this was something special. Alma is constantly hosting webinars (live and recorded) on various topics such as EMDR, financial management for practice owners, documentation, special interest groups, and more. They additionally have an extensive library of resources both in text and video from some of the worlds top therapist and mental health influencers (Almas Clinical Advisors) such as Esther Perel, Guy Winch, Dr. James Wadley, and Lori Gottlieb.

Alma Pricing

Two pricing packages are offered, a month to month plan as well as a yearly plan. (Again these prices reflect my NJ rate as of 2022, I am assuming it is the same for all but I am not certain.)

Month to month plan $125/month

Yearly Plan $1,140 billed annually (that is $360 in annual savings)

When I started, I utilized the month to month plan for just under a year. I ultimately changed to the yearly membership due to the significant financial savings.

Bonus Perk: Alma also allows you the opportunity to pause your membership (both monthly and annual) for 3 months which was a huge help during my maternity leave.

Electronic Medical Record Included in Program

Taking accurate clinical documentation is essential for any provider. Alma makes this simple by incorporating dedicated space to log progress notes at the end of each session. This is a big bonus for the clinician who is just staring out and looking to keep fees low.

I’ll be honest though, despite the fact that Alma has its own built in EHR, I still prefer to keep my own records using an outside source such as Simple Practice.

Why?

For starters, last I checked Alma does not provide clinicians the opportunity to download their past records if/when a client should request them. This accessibility is important not only for client requests, but also case coordination with other professionals, as well as legal compliance.

As a NJ social worker, I am required to maintain client records for a minimum of 7 years. Meaning, if I ever left Alma, I would need to have a way to access those records easily. For me personally, I felt more comfortable using SimplePractice. Read my complete review of SimplePractice Electronic Medical Record, here.

Additionally, when I used Alma I did not have the opportunity to upload documents into the client file or write chart notes. Meaning if I wanted to keep a record of client phone calls, emails, no shows, treatment plans, case coordination’s, etc.. I was unable to do so.

If you are stuck on what to write or how to write your progress notes, the Practice Planners series are great resources for how to word your interventions. Below are the current publications that they have available:

• The Child Psychotherapy Progress Notes Planner
• The Adolescent Psychotherapy Progress Notes Planner
• The Adult Psychotherapy Progress Notes Planner
• The Severe and Persistent Mental Illness Progress Notes Planner

These publications are a great tool for getting ideas as to what interventions and goals to use with clients as well as gives examples of how to best word the interventions when crafting your treatment plan.

• The Family Therapy Treatment Planner
• The Complete Adult Psychotherapy Treatment Planner
• The Adolescent Psychotherapy Treatment Planner
• The Addiction Treatment Planner
• The Child Psychotherapy Treatment Planner
• The Couples Psychotherapy Treatment Planner
• The Parenting Skills Treatment Planner
• The Severe and Persistent Mental Illness Treatment Planner
• The Crisis Counseling and Traumatic Events Treatment Planner
• The Co-Occurring Disorders Treatment Planner
• The Family Therapy Treatment Planner
• The Group Therapy Treatment Planner
• The Social Work and Human Services Treatment Planner
• The Suicide and Homicide Risk Assessment and Prevention Treatment Planner
• The Veterans and Active Duty Military Psychotherapy Treatment Planner
• The Juvenile Justice and Residential Care Treatment Planner

Alma Competitors

Headway — free but much lower reimbursement rates, no referrals, and you get paid 2x monthly. It is good if you need a free option but does lack some key bonuses that Alma has such as a telehealth platform (Zoom) and clinical consultation community. For more details on Headway, read my complete review here.

Technically BetterHelp and TalkSpace are competitors however their platforms run so different that in my mind it is no competition

Who is Alma right for?

• Therapists & Counselors in mental health (i.e.. Phd, PsyD, LCSW, LPC, LMFT, LCADC)
• Psychologist, Psychiatrists and APN’s who conduct psychotherapy sessions
• Seasoned private practice owners
• Group practice owners
• New private practice owners with no specific niche
• “Generalists”
• Trauma providers —TONS of Trauma Referrals
• EMDR Providers
• Couples Counselors
• Practitioners looking for ample and affordable peer consultation and continuing education. At $95-$125/month its a great deal, where as many courses through programs such as PESI cost $200+

Alma is a great choice for therapists who want help with billing, but it’s only one part of running a successful practice. For those who want to attract high-quality clients and build a sustainable, thriving practice, investing in marketing coaching can make all the difference. Check out my coaching program tailored specifically for therapists.

Who should avoid Alma?

• Unlicensed professionals and interns— One of the big draws to Alma is being able to bill insurance. If you are unlicensed or and intern, insurance will not cover your service therefore you must be cash pay only
• Alternative Healers such as reiki, cranio-sacral, massage, etc.— I have not seen much activity from or for these types of services through Alma therefore is your practice offers these services exclusively, I would recommend starting your own private practice
• Practitioner that has a super specialized niche and is getting private pay clients with ease. If your OON rate is higher than what insurance reimburses, and you are able to fill your practice with OON clients, then there is no need to use Alma for billing services. Alma is great option for peer consultation and continuing education however so if the $95-$125/month is cheaper then what you are already paying for those services it might be worth it.

Why Private Practitioners Should Market Themselves Beyond Insurance Panels

Platforms like Alma simplify billing and connects therapists with clients through insurance panels, however, relying solely on insurance referrals can leave your private practice vulnerable.

What happens if insurance companies stop sending you referrals, or you want to depanel and transition to private pay clients? The truth is, your long-term success depends on your ability to market yourself and attract the right clients—those who value your expertise and are willing to invest in your services.

In the sections below I will explore the benefits of learning to market yourself as a private practitioner and offer actionable strategies for those considering depaneling. Plus, I’ll share how my VIP Coaching Package can guide you through this process step-by-step, ensuring your practice thrives.

The Benefits of Marketing Yourself as a Private Practitioner

When you rely solely on insurance providers for client referrals, you may feel like you’re giving up control of your practice. Marketing yourself isn’t just a skill—it’s a necessity. Here’s why:

1. Take Control of Your Caseload

Insurance referrals often mean taking on clients who may not fit your ideal niche or who come with lower reimbursement rates. When you market yourself, you can intentionally design a caseload filled with clients who align with your expertise and interests. Read more in: 3 Unexpected Ways To Market Your Counseling Services To New Clients With Ease,

2. Build a Recognizable Personal Brand

Marketing helps you establish your unique identity as a therapist. Whether you specialize in trauma therapy, women’s mental health, or family counseling, your brand allows potential clients to connect with your message before they even book a session. Read more in Grow Your Private Practice: Effective Strategies for Building a Strong Brand

Related Post: Private Practice Rebrand: What I’m Doing Differently This Time Around

3. Boost Your Income Potential

Private pay clients typically pay higher rates, and by attracting them through intentional marketing, you can reduce your overall caseload while maintaining or even increasing your income. This also gives you more freedom to focus on professional growth and self-care. Read more in How To Be A Wealthy Therapist: 5 Secrets Uncovered.

Related Post: Shedding Light On The 5 Factors That Shape Therapist Salary

4. Diversify Your Referral Sources

Marketing yourself allows you to build a network that includes colleagues, community leaders, and even former clients who can recommend your services. This makes your practice more resilient and less dependent on one referral source. Read more in Need Passive Income Ideas? Here Are 5 Profitable Digital Products Every Therapist Must Consider.

Thinking About Depaneling? Essential Marketing Strategies to Implement

If you’re considering depaneling and transitioning to a private-pay model, having a marketing strategy in place is crucial. Here are the strategies I teach in my VIP Coaching Package:

1. Optimize Your Website

Your website is your digital storefront. In my coaching packages I’ll show you how to craft a compelling homepage, service pages that speak to your ideal client’s needs, and blog content that establishes you as an authority. With my guidance, we’ll use tools like SEO to ensure your practice shows up in search results when clients look for help in your specialty.

Related Post: What is SEO? How To Leverage SEO In Your Therapy Practice Marketing Strategy

2. Master Client-Focused Copywriting

Your website and marketing materials should speak directly to your ideal client, addressing their pain points and showing how you can help. In my coaching program, I provide personalized copywriting audits to ensure your messaging connects and converts.

Want someone else to write your copy for you? Learn about my done for you copy service here.

3. Build an Email Marketing System

An email list is one of the most effective tools for staying in touch with potential clients and referral partners. Through my coaching, I’ll teach you how to create email sequences that nurture leads and generate bookings without being salesy.

Be sure to grab my FREE email marketing welcome series templates to help get you started.

4. Leverage Social Media and Content Marketing

Social media and blogging are powerful ways to connect with potential clients. I’ll help you develop a content strategy that showcases your expertise, grows your audience, and directs traffic to your website.

Don’t forget to download my free blog templates to help you write your content faster.

5. Network Intentionally

Networking isn’t just about attending events—it’s about building genuine relationships. I’ll show you how to create partnerships with other therapists, medical professionals, and community leaders to build a steady stream of referrals. Catch my complete lesson in the replay from my latest challenge.

My VIP Coaching Package – Your Roadmap to Success

Transitioning away from insurance panels or growing your private practice to new heights doesn’t have to be overwhelming. My VIP Coaching Package is designed specifically for mental health therapists who are ready to:

• Attract private-pay clients who value their expertise.
• Build a thriving practice that aligns with their personal and professional goals.
• Diversify their income streams for long-term financial stability.

What You’ll Get in the VIP Coaching Package:

• Custom Marketing Strategy: A step-by-step plan tailored to your practice and goals, including client acquisition systems and income diversification strategies.
• Copywriting Audits: Personalized feedback to optimize your website, social media, and email marketing materials.
• Hands-On Support: Monthly 1:1 coaching sessions where we tackle your unique challenges and set actionable goals.
• Psychology Today Profile Optimization: Stand out from the crowd with a profile that grabs attention and converts viewers into clients.
• Accountability and Guidance: I’ll be there to keep you on track, celebrate your wins, and adjust strategies as needed.

You’ve worked hard to become a skilled therapist. Now it’s time to take control of your practice and build a business that works for you. If you’re ready to stop relying solely on insurance panels and start attracting your ideal clients, I can help.

>>> Let’s create the private practice you’ve always dreamed of, apply for coaching today.

Conclusion

If I could do it all over again, I would have done a shorter month to month “trial” of Alma to test out the system and be sure I was comfortable with it, then switched to the annual plan once I was sure I was sticking with it. Alma is constantly updating itself and for the better, although be warned that their biggest drawback as of late has been the extremely slow customer services response. If you are a serious practice owner (6+ clients weekly) looking to streamline your business so you can focus on clinical work, Alma is your best option.

HOWEVER….

If you’re just getting your practice off the ground and have a couple of clients, or if you are working full time at an agency and doing private practice on the side, Headway might be a better fit for you. The fact that it is completely free allows you to maximize your income, which is a huge benefit when you have a small case load of 2-3 clients weekly. Read my complete Headway review here.

While both Alma and Headway solves many logistical challenges for therapists, growing your practice involves much more. If you’re ready to take your practice to the next level, investing in marketing coaching can help you attract the right clients and create a sustainable business model. Learn how my coaching services can help you build a thriving practice.