How to Choose a Therapy Niche That Fits You Best

Mar 27

A therapist attentively listens to a young adult client in a warm, professional setting—illustrating the power of finding the right therapy niche that feels authentic, fulfilling, and sustainable.

The Myths & Truths About Niching

Niching as a therapist is a bit like dating—if you try to appeal to everyone, you end up resonating with no one. And yet, there's a lot of confusion around the whole concept of picking a niche. Some therapists believe they must choose a high-demand specialty to fill their caseload. Others fear that niching too much will leave them with, well, crickets. The truth? Neither approach is right or wrong.

Some therapists thrive because they specialize in something widely sought after—like ADHD and executive functioning support. Others succeed by carving out a highly specific niche that few other therapists focus on, making them the go-to expert. The real key to success? Loving what you do. If you genuinely enjoy your niche, your marketing, branding, and clinical work will be more authentic and sustainable. A niche you don’t love won’t last long—eventually, you’ll find ways to unconsciously abandon it (or consciously run far, far away).

Let’s break down how to conceptualize a niche, the pros and cons of different approaches, and how to find a specialty that fits you best.

The Different Ways to Conceptualize a Niche

Niching isn’t just about “ADHD vs. Anxiety” or “Teens vs. Adults.” There are multiple ways to structure a niche, and each comes with its own considerations. Here’s how to think about them:

1. High-Demand Niches (Easy to Market, But Competitive)

These are the therapy specialties that people are actively searching for right now. They’re high in demand, but also highly competitive. If you choose one of these, you’ll need to find a way to stand out—perhaps by layering in another niche, approach, or population.

Examples:

ADHD & Executive Functioning Therapy
Anxiety & Depression Counseling
Trauma & PTSD Recovery
Couples & Relationship Therapy
Therapy for Kids and Teens
Christian Counseling

2. Low-Competition Niches (Few Therapists, High Demand for Experts)

These niches may not have the same widespread demand as the big ones, but because so few therapists specialize in them, they can still be incredibly successful. Clients struggling with these issues often desperately search for help but struggle to find anyone with real expertise.

Examples:

Therapy for Body-Focused Repetitive Behaviors (BFRB) (trichotillomania, dermatillomania)
Therapy for Highly Sensitive People (HSPs)
Therapy for Medical Burnout & Compassion Fatigue
Therapy for Late-Diagnosed Neurodivergent Adults
Therapy for Religious Deconstruction & High-Control Groups
Therapy for Intellectual Disabilities

3. Problem-Based Niches (Focusing on a Specific Struggle)

Rather than defining your niche by population, you can also define it by the primary challenges clients face.

Examples:

Therapy for Burnout & Overachievers
Therapy for Perfectionism & People-Pleasing
Therapy for Chronic Illness & Disability
Therapy for Divorce Recovery
Therapy for Navigating Major Life Transitions
Therapy for Hoarding

4. Population-Based Niches (Serving a Specific Group of People)

Some therapists choose a niche based on the populations they love working with most.

Examples:

Therapy for LGBTQ+ & Gender-Affirming Care
Therapy for First-Generation Immigrants & BIPOC Mental Health
Therapy for Caregivers of Disabled or Elderly Family Members
Therapy for Childfree Adults Navigating Life & Societal Pressure
Therapy for Interracial & Intercultural Couples
Therapy for Cancer Patients

5. Approach-Based Niches (Specializing in a Therapy Modality)

Some therapists carve out a niche by becoming known for a specific therapy model or method.

Examples:

Internal Family Systems (IFS) Therapy Specialist
Psychedelic Integration Therapy
Eco-Therapy & Nature-Based Therapy
Expressive Arts Therapy (Drama, Music, Movement Therapy, etc.)
Neurofeedback & Biofeedback Therapy
Energy Psychology

6. Intersectional Niches (Combining Two or More Specialties)

You can also create a niche by blending different categories together, making your work feel uniquely you.

Examples:

Therapy for ADHD + Trauma Survivors
Therapy for Queer-Affirming Chronic Illness Support
Therapy for Gifted Adults & High Achievers
Therapy for Faith-Based Religious Deconstruction
Sports Performance Therapy for Women
Anger Management Counseling for Men and Teens

Overcoming the Fear of Niching Too Much

Niching too much feels scary at first, but here’s the reality: generalizing at first is actually the best way to specialize. You gain a broad set of skills and experiences that help you figure out where to focus. If you’ve been in the field for a while but still feel stuck, ask yourself:

Have I spent time reflecting on what I truly love about therapy?
Am I avoiding niching out of fear or because I genuinely prefer variety?
Have I explored additional trainings to see what interests me?

And most importantly, niching isn’t permanent. You can shift and evolve over time.

How Niching Helps You Stay Engaged & Continue Learning

Research suggests that therapy outcomes don’t improve just because a therapist has more experience. Why? Because many therapists stop actively learning. They get comfortable treating the same issues in the same ways, even when newer approaches could be more effective.

Niching prevents stagnation. When you love what you do, you’ll naturally want to keep learning, researching, and evolving. And when you’re the therapist who’s deeply engaged in their work, clients notice.

Finding Your Niche (Even If You "Don’t Know What You’re Passionate About")

"I don’t know what I’m passionate about" is often a fear-based response—it’s a way to justify staying broad. Maybe you’ve spent years suppressing your own needs, out of a scarcity mindset, believing you must cater to whatever clients need to keep your practice full. Over time, this self-suppression can make it difficult to identify personal passions because your work has always been about others' needs, not your own. If you've spent your career adapting to what’s in demand rather than exploring what excites you, it makes sense that passion feels elusive. Reconnecting with your interests and values—possibly even through your own therapy—can help you rediscover what resonates with you.

If that resonates, consider: What if therapy for yourself could help you discover your own values, desires, and interests?

Other ways to explore your passion:

Notice which clients energize you the most.
Pay attention to what you naturally research in your free time.
If you could take unlimited CEUs on any topic, what would it be?

A Personal Journey to Niche Clarity

I never intended to focus on chronic illness or women's issues, nor did I plan to enter private practice. In the early stages of my career, my goal was to work in community mental health with children and teens while developing into the mature, witty therapist I believed was necessary. However, low pay, demanding work hours, and a health scare compelled me to reassess my path. I spent months worrying about whether I could afford private practice, managing to sublet an office and see evening clients while maintaining my full-time job. Then, unexpectedly, I was offered a part-time research therapist position that came with benefits, which allowed me to nurture my practice and prioritize my health.

My own journey with chronic illness transformed my clinical approach. A breakup introduced me to attachment theory, a memoir led me to understand CPTSD, and significant political events directed me toward feminist therapy. Various experiences—like relocations, travel, friendships, and losses—imparted a profound impact, as did discovering a book in a bookstore or diving deep into a random YouTube channel. Although my journey was not straightforward, it always guided me toward something meaningful.

Final Thoughts: The Key to a Sustainable & Fulfilling Practice

The best niche isn’t just one that’s high in demand or low in competition—it’s one that genuinely excites you. A niche you don’t love won’t sustain you, and a niche you do love will keep your practice thriving for years.

Pay attention to those surprise moments. When I first started, I never imagined I’d specialize in chronic illness therapy, but the right clients found me at the right time, and I leaned in. I didn’t have it all planned, but I stayed open, and now I have a thriving practice because of it.

So, stay open. Explore. Follow what interests you. Your niche will reveal itself when you’re paying attention.