Amanda Frances: Complete Review (Part 1: Money Mama Edition)
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An honest review about Amanda Frances, the renowned money mentality coach and mom-boss, from the perspective of a private practice therapist and mom-boss. Dive into this candid review now!
This is not my typical blog post style, but something inside me was called to write a journal-like post to women in business, specifically the mamas and step mamas out there.
If this is not your style, please feel free to skip this post and come back when I am more on topic with my typical private practice/business content (and please do not send me hate mail, I still am a person and those words hurt hard even when it comes from an anonymous online source).
But for those of you who are interested…
Let’s take a moment to talk about Amanda Frances— a multi-millionaire in the money mindset world, business owner, and host of her signature program Money Mentality Makeover, step-mother of two, and boy-mom with another (girl) on the way. Before I tell you exactly how her work hit me, let me lay some groundwork — because the reason it landed so hard is that I had no idea I even had a money mindset problem.
What Is A Money Mindset, Anyway? (And Why It Matters For Therapists)
A money mindset is more than just how you handle your finances. It is a deep-seated belief system that influences your entire relationship with money — shaping your attitudes toward wealth, success, and abundance, and impacting every financial decision you make, including the ones inside your practice.
“A healthy money mindset goes beyond accumulating wealth. It encompasses the understanding that true prosperity comes from aligning your values with your financial goals.” — Alexandria Theordor
For therapists specifically, money mindset shows up in very recognizable ways. It is there when you feel guilty following up on a no-show fee. It is there when you undercharge because you are “just starting out.” It is there when you avoid raising your rates even though you have been in practice for years and your skills have grown significantly. And it was absolutely there when I first heard Amanda Frances speak and immediately decided I did not like her.
Related: The Hidden Power of Positive Money Mindset for Therapists
I first came into Amanda’s world through her book, Rich as F–K, through a friend’s recommendation. When I first heard her speak, I was not a fan….
The Louis Vuitton shoes.
The massive cleavage.
The “LA Voice.”
The cursing. (So much cursing… do not listen out loud around children.)
All of it rubbed me the wrong way. She gave off a “spoiled rich brat vibe” that made me sick to my stomach.
Yet… despite those feelings, I finished her book.
More than that, I downloaded her podcast. Then I re-read the book twice. Then I bought the audiobook on Audible. Why would I keep going back to a woman who gave me such an “ick” feeling? It did not make sense to me at all…
Until one day it clicked.
It was not HER that was giving me the gross feeling. It was my money mindset. I was responding to the fact that her personality was not polished enough to be “worthy” of a multi-million-dollar brand. In my head, somewhere, somehow, there was an automatic thought that said “perfection = profitable,” and anything less than a polished, perfect image was unacceptable of charging people money.
Now you can only imagine how ridiculous this sounds as I am saying it out loud to myself, trying to process this cognitive distortion. But the reality is, everything Amanda was talking about — money blocks, mindset, manifestation barriers — I was living it.
Money Mindset Blocks: Do Any of These Sound Familiar?
Here is what sitting with Amanda’s content made me realize: money mindset blocks are not vague or abstract. They are practical, daily patterns. And for therapists, they tend to show up in the same five ways, again and again.
1. Difficulty Following Up on No-Show Fees
You set the boundary in your contract, but when it comes time to actually charge the client, you feel guilty. You tell yourself: “They had a hard week,” or “It will create conflict.” The reality is that clients are paying for your time and expertise. Following through on your policies is not unkind — it is professional, and it is essential for the sustainability of your practice.
2. Undercharging Because You Feel “New”
This one got me when I first opened my practice. I had difficulty setting and raising my fees because I felt that a new private practice had to start low. But the reality was I was not a new therapist — I was just working at a new location. If I had changed agency jobs, I would never have taken a pay cut. So why was I doing so in my own practice?
“In the words of money mindset coach Denise Duffield-Thomas: I serve, I deserve.” — Alexandria Theordor
3. Imposter Syndrome Masquerading as Humility
Imposter syndrome is often at the root of money mindset blocks. You downplay your expertise. You avoid niching down because you are not sure you are “good enough” to specialize. You stay on insurance panels longer than you want to because private pay feels like a stretch. Sound familiar?
Related: Therapists Struggle with Imposter Syndrome: Are You Holding Back Your Inner Entrepreneur?
4. Scarcity Thinking Around Raising Rates
You want to raise your rates, but a voice in your head says: “What if clients leave? What if no one will pay that?” This is scarcity mindset in action. The truth is that therapists who raise their rates in alignment with their growing experience tend to attract clients who are more committed to the work.
5. Linking Money to Worthiness
This is the deepest one, and the one Amanda Frances addresses most directly. If you believe — on some level — that wanting more money makes you greedy or selfish, that belief will quietly sabotage every financial decision you make. A positive money mindset separates your worthiness as a human from your financial goals.
Related: When More Clients Isn’t the Answer: How Therapists Can Break the Income Ceiling
At that moment I became a customer and purchased two of her bundles: Drop the Money Struggle first, and then her Holiday Business Bundle.
At the time this post was published (December 2023), I had listened to her lectures multiple times and had yet to make it past the 4th module. Not because the content is not good — but because I keep noticing new cognitive distortions (money blocks) each time I listen. I spend time working through them, again and again. I am in no rush.
I am taking my time really digesting her content because I recognize how much my thoughts on money impact my business and personal life. More specifically, the scarcity fears that haunt me — pushing me to work more and more, harder and harder, until I reach a wall of burnout or guilt for not doing enough… the exact OPPOSITE of what I want in life.
Related: Therapists Struggle with Imposter Syndrome: Are You Holding Back Your Inner Entrepreneur?
Anyway…
Back to my original reason for this post.
Amanda Frances launched Money Mama, and though I have not yet purchased it, I was really struck by the content on her sales page — specifically the parts about balancing motherhood and business ownership. As both a toddler mom and a business owner, that tightrope is something I navigate every single day.
There are days when I feel genuinely proud of what I have built: leaving a dead-end agency job to run my own private practice, making the same income in half the hours. And then my daughter was born, and I restructured again — working just two hours a night, maintaining a solid profit margin at ten hours a week through digital products and a small clinical caseload.
Related: How I Built Passive Income as a Private Practice Owner
I work hard to block out the outside voices (aka: “judgments”) of others and focus exclusively on what my heart says is right.
It is difficult to do, and I admire Amanda for modeling how she does it. She makes it look effortless, mostly because she has taken on a mindset that she does not need to work hard to make money. Instead she looks inward at what feels good to her – what aligns with her soul mission – and finds the “easy” path. Not because she is not working hard, but because she is doing things that are aligned with her talents and passions and letting go of (or delegating) the tasks that go against her grain.
Related: When More Clients Isn’t the Answer: How Therapists Can Break the Income Ceiling
THIS is a business model I admire greatly, and something I believe is essential for all boss-moms if there is going to be some type of work-life balance with as little guilt as possible.
But do not take my word for it. Go read her sales page content — specifically the parts where she talks about “having it all” — and let me know what you think.
>> Read Amanda’s Money Mama sales page content here.
If this strikes a chord with you, I would love to talk more about it. This is not talked about enough, especially in the therapeutic field — where many therapists appear to be money-talk allergic.
Related: How to Justify Out-of-Network Therapy Rates (With Copy That Converts)
And for those of you thinking: if you do not care about the sales, why use affiliate links? Because I want to know how many of you are interested in this topic. Money mindset and being a mom-boss are two things I am passionate about, but they may not be a large part of your life the way they are mine. The affiliate links tell me how many people click — not who clicks unless a purchase is made — so I know whether this is a topic worth revisiting.
I know this post is a deviation from my norm. If you like it — the topic, the style, or both — send me an email and let me know: hello@stresslesstherapist.com. If it is popular, I will do a Part 2 and 3 once I complete the courses. If it is not your cup of tea, please come back and try a different post — and please do not send me hate mail. I still am a person, and those words hurt hard even from anonymous sources.
Thanks for reading 🙂
Warmly,
Alexandria
5 Practical Ways to Start Shifting Your Money Mindset (Inspired by Amanda Frances and Others)
Reading about Amanda’s work is one thing. Actually doing the inner work is another. Whether you are ready to invest in one of her courses or you are just getting started, here are five practical entry points you can begin with today:
1. Set Specific Financial Goals
Vague goals like “make more money” do not move the needle. Specific goals like “raise my rate by $25 per session within 60 days” give you something concrete to work toward. They also expose the fear — because the moment you write it down, you will notice every story your brain offers as to why that number is too much.
2. Create a Budget Built Around Your Practice
Track your expenses and understand your minimum viable caseload — specifically, how many sessions per week you need to cover overhead and pay yourself a livable salary. Knowing that number removes a significant amount of the scarcity-driven anxiety that drives therapists to overwork. You cannot make clear-headed business decisions when you are running on financial fear.
3. Start Investing in Your Practice’s Growth
Whether that means hiring a coach, investing in SEO content that brings clients to you consistently, or setting up systems that protect your time — strategic investment compounds. The therapists I know who made deliberate early investments in their practices saw returns in both income and in the mental load of not constantly hunting for the next client.
Related: How I Built Passive Income as a Private Practice Owner
4. Interrupt the Scarcity Cycle
When you notice scarcity thinking, name it — and then ask: “Is this actually true, or is this a story I have been telling myself?” Amanda Frances’s content does this brilliantly, as does the work of Denise Duffield-Thomas. The interruption itself is the practice. You will not do it perfectly. Do it anyway.
5. Practice an Abundance Mindset Daily
This is not toxic positivity. It is a deliberate, practiced shift in where you put your attention. Focusing on opportunities for growth rather than fixating on what you lack changes the decisions you make, the clients you attract, and the practice you build. Amanda Frances builds her entire teaching around this idea, and after sitting with her content for months, I genuinely believe it works.
Entrepreneurs with a strong money mindset are more likely to take calculated risks, make strategic decisions, and handle challenges effectively. They view money as a tool for growth — not something that controls them.
Stress Less About … Money Mindset (Amanda Frances and Beyond)
If the five practices above felt overwhelming, or if you are not yet ready to invest in a course, books are the most accessible starting point. Each of the three coaches below approaches money mindset differently, so rather than recommending just one, I will let you decide whose style resonates most.
Denise Duffield-Thomas
Denise is a laid-back business owner with a relaxed viewpoint on building a lifestyle centered around your passions and manifesting the money to support it. Chill & Prosper is one of her newer books, and she has published three others on manifestation and money mindset, all of which are worth the read. Out of the three coaches, Denise has a “California beach” vibe — probably the most accessible starting point, especially if you are newer to this work. Her approach is grounded and practical, and she has a particular talent for connecting money blocks to everyday business decisions in a way that feels immediately actionable.
Amanda Frances
Amanda is very much an “LA” vibe, and her teaching style is not for everyone. But I very much appreciate her no-BS approach to business and the fact that she is unapologetically herself. Amanda Frances is the perfect example of how consistent imperfect action builds the business of your dreams — and how to price your services at what they are actually worth, without apology. Her book Rich as F*ck is the best place to start before investing in one of her courses, since her programs are expensive (great, but pricy).
What makes Amanda stand out from other money mindset teachers is the specificity of her work around receiving. Most financial advice is about doing more, earning more, optimizing more. Amanda’s work is about opening up to receiving — which, as therapists trained to give, is often the harder side of the equation. She is also unapologetically high-ticket, which — once you sit with the initial “ick” reaction — becomes one of her most powerful teachings in itself.
Kate Northrup
Kate thinks of money in a holistic sense, considering the connections between business ownership and physical health. Her book Money: A Love Story is great for anyone who appreciates the “whoo-whoo” — it connects the spiritual and the practical in a way that feels grounded rather than airy. Out of the three coaches, Kate has a “Maine/New England” vibe.
Her work is particularly valuable for therapists who are already doing somatic or body-based work, because she makes the case that money stress is not just a mindset problem — it is a nervous system problem. That framing resonates deeply with many of us in the mental health field.
Money Mindset Tips and Best Practices for Private Practice Owners
Books and courses give you the framework. These three daily practices are where the actual shifting happens:
Tip 1: Gratitude
Focusing on the abundance in your life rather than what you lack creates a genuine perceptual shift over time. It leads to increased satisfaction with your current financial situation and helps you set realistic goals for the future. Amanda Frances talks about this extensively in her free podcast content — a great place to start if courses feel out of reach right now.
Tip 2: Adopt a Growth Mindset
Instead of viewing financial setbacks as failures, see them as data. A month where referrals dry up, a client who ghosts, an insurance reimbursement that comes in lower than expected — these are all learning experiences that sharpen your business instincts when you choose to let them. By embracing challenges rather than avoiding them, you build a more resilient approach to managing your practice finances.
Tip 3: Hire a Coach and/or Do the Inner Work to Overcome Blocks
Your money mindset affects your clinical work more than you might realize. Therapists who are anxious about their own financial stability often struggle to hold space for clients who are anxious about their lives, their futures, and the cost of therapy itself. Doing your own inner work around money is not separate from being a good clinician. It is part of it.
Related: When More Clients Isn’t the Answer: How Therapists Can Break the Income Ceiling
Amanda Frances’s Money Mentality Makeover (Online Course)
It amazes me how many therapists I meet are “allergic” to money. I see it when they are afraid to follow up on a cancellation policy or stressed about whether to raise their rate. The reality is: you are providing a SERVICE and you DESERVE to be compensated appropriately. You would not expect to call a plumber for an emergency and have it “on the house.” So why do we, as therapists, pressure ourselves to charge as little as possible for our services?
Related: When More Clients Isn’t the Answer: How Therapists Can Break the Income Ceiling
I really appreciate Amanda’s no-BS attitude and find her courses a fantastic model of imperfect action. Money Mentality Makeover only opens a few times a year — click the waitlist link to stay in the loop. I am currently enrolled in Drop The Money Struggle and the Holiday Business Bundle and am genuinely enjoying both. She also recently launched Money Mama, a program specifically for moms and business ownership, which I am looking forward to sharing more about in a future post.
Is Amanda Frances’s Money Mentality Makeover Worth It?
This is the question I get most often from therapists who have found their way to Amanda’s content. My honest answer, having sat with her material for months: yes — but not in the way you might expect.
The value is not in a quick mindset shift. It is not a three-hour course that leaves you feeling pumped for two days and then forgotten. The value is in the slow unpeeling that happens when you engage with the material over time — which is exactly why I have not made it past Module 4 despite listening multiple times. I keep finding new layers.
This course is probably a good fit if you:
- Have been in practice for at least a year but still feel financially anxious
- Struggle to raise rates even when you know you should
- Feel guilty when clients pay you or when you follow up on a fee
- Have ever told yourself you are “not a money person”
If any of those land, start with her free podcast. Then read Rich as F*ck before committing to a course. And if you feel ready to go deeper, the Money Mentality Makeover waitlist is here.
Key Takeaways
Money mindset plays a crucial role in the success of a therapy business. By understanding and addressing limiting beliefs around money, therapists can create a relationship with finances that ultimately benefits their practice, their clients, and their own well-being. A healthy money mindset leads to:
- Increased confidence in setting and raising your rates
- Financial stability that removes scarcity-driven pressure to take every client
- The ability to set and achieve meaningful business goals
- Greater ease in following your cancellation policy without guilt
- A more sustainable, fulfilling private practice overall
Amanda Frances, Denise Duffield-Thomas, and Kate Northrup each offer a different entry point into this work. The right one is whichever resonates with you. The most important thing is to start — because your relationship with money shapes your practice more than almost anything else.
Take the first step toward transforming your relationship with money today for a more prosperous therapy business tomorrow.
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