Therapists often get tangled up asking, “What should I charge?” when they’re really playing two different games with the same rulebook. Insurance-based practices and private pay models operate on completely different assumptions, different economics, expectations, and measures of success. Confusing the two leaves you with a pricing strategy that doesn’t fit either. This piece breaks down how to align your fees with the model you’re actually running, so you stop comparing apples to oranges and start building a practice that’s both profitable and sustainable.