If you’re a private practice therapist, you’ve probably felt the pressure to compete with major teletherapy platforms like BetterHelp and Talkspace. These platforms dominate the market with aggressive advertising and promises of affordable, flexible therapy.

But here’s the surprising truth:

You don’t need to compete with them—because you’re not even in the same market.

BetterHelp and Talkspace serve a different purpose than private practice therapists, and once you understand that, you can stop worrying about competing and focus on creating your own unique space. In this post, I’ll break down the differences between these platforms and private practice, and how you can thrive by establishing your own market.

The BetterHelp and Talkspace Model

First, let’s look at what BetterHelp and Talkspace actually offer. These platforms are designed to offer affordable, subscription-based therapy to a large volume of people. Their focus is on providing quick access to licensed therapists at a low cost. The clients they serve are often looking for convenience, affordability, and short-term solutions.

Who are their clients? People who might be trying therapy for the first time, those with situational issues, or those looking for a low-commitment, easy-to-access solution. While these platforms are staffed by licensed professionals, the model they work within often limits the depth of relationships and the type of personalized care that private practice therapists offer.

Why Private Practice Therapists Aren’t Competing

Now, here’s where it gets interesting: Private practice therapists aren’t competing with these platforms at all. You’re serving a different market.

Different Market, Different Audience

Clients who seek out private practice therapists often do so because they’re looking for a deeper, more meaningful therapeutic relationship. They want to work on long-term transformation, not just short-term symptom relief. They value the consistency and trust that comes with working closely with a therapist who knows them well.

In contrast, the large therapy platforms are often about volume and speed—helping as many people as possible, as quickly as possible. There’s less time to build the kind of customized care that makes private practice therapy so impactful.

Customization and Specialization

In private practice, you have the flexibility to offer highly personalized care. You can tailor treatment plans, use specific therapeutic modalities, and work at a pace that suits the client’s needs. You’re not tied to a corporate framework that prioritizes volume over quality. And this is where you have a clear advantage: private practice allows for specialization, which creates the space for a deeper therapeutic process that platforms can’t always provide.

Appealing to Clients Who Are Indifferent About Therapy Approaches

You might be thinking: What about the clients who don’t really care about how they reach their goals? Historically, therapists have worked with many clients who enter therapy with no idea what it will be like. They’re not necessarily seeking a specific approach—they just want to feel better.

This is where your messaging comes in. On your website, in your marketing, and during consultations, focus on how your therapeutic relationship can guide clients to long-lasting change. Even if a potential client isn’t concerned with the method, show them how your personalized approach leads to deeper, more meaningful results. Don’t limit your marketing to people who already understand therapy approaches—educate those who don’t.

Overcoming the “Everyone Wants Cheap Therapy” Mindset

One of the biggest hurdles therapists face when considering private pay is the belief that all clients are looking for the lowest-cost option. It’s a common mindset, especially for therapists who are used to taking insurance, where clients pay very little out of pocket.

But here’s the thing: Not every client is price-driven. In fact, some clients are willing to invest more for a personalized experience that offers greater long-term benefits. This is where private practice can truly shine.

On your website, be clear about the value of working with a private practice therapist. Emphasize the quality of care you offer, the depth of your expertise, and the individualized attention clients receive. You’re not competing on price—you’re competing on value. Clients who see the long-term value in therapy are often willing to pay more for it, especially when they understand the difference between private care and a mass-market platform.

Is Therapy on Large Platforms Less Personalized?

There’s also the concern that platforms like BetterHelp are now offering therapists with specializations, not just generalists. So, is therapy on these platforms really less personalized?

While it’s true that some therapists on these platforms may have specializations, the volume-based model still affects the depth of the relationship. These therapists often have minimum client quotas to meet, which means they may not have the same level of flexibility or time to invest in each client’s long-term journey.

In private practice, you have the freedom to offer a truly personalized experience. You can follow clients through every stage of their journey, adapt your approach as their needs change, and provide a level of attention that volume-based companies simply can’t match.

Building Meaningful Relationships in Private Practice

Many clients appreciate the accessibility of platforms like BetterHelp—they love the ability to text, call, or video chat with their therapist on demand. It makes them feel connected. But here’s the reality: accessibility doesn’t always equal a meaningful relationship.

In private practice, you have the ability to focus on quality over quantity. The time you spend with your clients is intentional, focused, and dedicated to helping them achieve lasting change. Your relationship isn’t limited to quick texts or brief sessions. It’s about providing focused, deep support that leads to real transformation.

You can offer flexibility in how you schedule sessions, but the true value you provide is in the consistent, thoughtful care that is rooted in a strong, therapeutic relationship.

How to Get Clients to Choose You Over a BetterHelp or Talkspace

When a client is comparing your private practice to a large platform like BetterHelp, your website is your biggest asset. This is where you can show the clear advantages of choosing personalized therapy over mass-market care.

• SEO: Optimize your website to focus on the specific services you provide, your specialization, and your geographic area. This helps clients searching for more customized care find you easily.

• Copywriting: Your website copy should clearly explain how your approach is different—and why it’s better for those seeking deeper, more meaningful care. Highlight the benefits of long-term transformation, personalized attention, and specialized services.

• Design: Use your website’s design to create a welcoming, professional feel. Clients looking for a personal connection will respond to a website that feels thoughtful and carefully crafted, unlike the generic, corporate feel of large platforms.

By focusing on what makes you unique, you can draw in the right clients—those who are looking for the kind of meaningful, personalized care only private practice therapists can provide.

Key Takeaways

• BetterHelp and Talkspace serve a different market: They focus on offering affordable, volume-based therapy with less emphasis on long-term, personalized care.

• Private practice offers deeper, more meaningful relationships: Your clients often seek transformation through a long-term therapeutic relationship, something platforms can’t provide in the same way.

• You can appeal to clients who are indifferent about therapy approaches: Show them how your personalized care leads to long-lasting change, even if they don’t know what type of therapy they need.

• Not all clients are price-driven: Many are willing to invest in high-quality, specialized care, especially when they understand the value of a private pay model.

• Even specialized therapy on platforms is limited: While some platform therapists have specialties, the volume model often restricts how personalized and adaptive their care can be.

• Your website is your greatest tool: Through SEO, copywriting, and design, you can showcase the benefits of private practice and attract clients seeking something more personalized than what platforms offer.

The key to thriving in private practice isn’t trying to compete with large platforms like BetterHelp or Talkspace—because they’re not your competition. These platforms focus on offering quick, affordable therapy to the masses, but you offer something more: personalized, deep, and long-term care that truly transforms lives.

By establishing your own niche, focusing on quality relationships, and using your website to clearly communicate the value you bring, you can attract clients who are looking for exactly what you offer. Remember, your strength as a private practice therapist lies in your ability to offer meaningful, tailored support that goes far beyond what large platforms can provide. So don’t worry about competing—focus on creating your own space where you and your clients can thrive.