Insights from the Frontlines of Private Practice with Jesse Proia
In this engaging episode, Kelley Stevens sits down with Jesse Proia, a licensed marriage and family therapist who is deeply committed to serving the LGBTQ+ community. They delve into the nuances of building a successful private therapy practice, from embracing personal identity to mastering the business side of therapy. Along the way, Jesse shares valuable private practice tips including how his journey in telehealth allowed him to expand his services across multiple states, and how tools like Simple Practice have been essential in streamlining his operations.
Jesse’s personality shines through in every conversation, and his signature Zeelool glasses remind us that therapists don’t have to sacrifice individuality for professionalism. Jesse’s experience as a queer-identified therapist highlights the importance of bringing authenticity into your practice, aligning personal identity with clinical expertise to create a meaningful impact.
As therapists navigate the modern world of mental health care, it becomes increasingly important to find ways to stand out, connect authentically, and provide high-quality care across diverse populations. Jesse exemplifies this in how he weaves his personal identity into his professional brand, offering not only therapeutic services but also a visible commitment to the values of equity, inclusion, and representation. His social media presence and community outreach demonstrate how therapists can advocate for social justice while maintaining a thriving business.
Jesse Proia is an LGBTQ+ Specialized Therapist and Writer. Queer mental health, LGBTQ+ community wellness, and social justice is his passion. He has dedicated his life to serving LGBTQ+ communities through his therapy practice, writing/research, Instagram account Holistic. Homosexual and community outreach projects. The core motivation for his work is to disseminate empowering information to Queer populations in efforts toward liberation.
Website: www.jesseproia.com
Email: [email protected]
Instagram: @Holistic.Homosexual
A Personal and Professional Journey
Starting a private therapy practice can feel overwhelming, but listening to those who have successfully navigated the process can make the journey more attainable. For Jesse, the process began with overcoming initial fears of the business side of therapy, particularly around accounting and taxes. He admits that, while his passion for helping others was strong, managing business tasks like QuickBooks was a steep learning curve. His advice for new private practice owners includes the importance of seeking guidance, leveraging tools like Simple Practice, and finding business-minded partners to support the setup process.
Jesse shared that having a support system in place was critical during those early stages. Whether it was a partner, mentor, or colleague, having someone to bounce ideas off of and help with logistics made the process feel less isolating. Many therapists enter the field with a passion for healing but little formal training in business management. Jesse’s transparency helps normalize this learning curve.
For those wondering how to start a private therapy practice, Jesse’s story is both a cautionary tale and a beacon of hope. It shows that while the journey may be filled with unknowns, each challenge is an opportunity for growth. From understanding tax write-offs to opening a business bank account, Jesse encourages new therapists to take it step by step and not be afraid to ask questions.
Embracing the Tools That Support Growth
Both Kelley and Jesse agree that embracing tools that simplify the administrative side of therapy practice can give clinicians more time to focus on what truly matters: the clients. Tools like Simple Practice help therapists with documentation compliance, scheduling, and managing telehealth sessions, making the business side of private practice more manageable.
Kelley mentioned that she has also relied heavily on Simple Practice since 2016, calling it a game-changer for her workflow and client management. It allows therapists to automate time-consuming tasks, track payments, manage clinical notes, and maintain HIPAA compliance without extra stress.
For therapists scaling their practices or offering teletherapy across multiple states, having a reliable EHR system is non-negotiable. Jesse notes that his ability to expand services geographically was directly tied to how well his digital systems functioned. He could maintain continuity of care and meet compliance requirements without being overwhelmed by logistics.
Many private practice therapists feel daunted by the amount of paperwork and administrative load they must manage solo. Tools like Simple Practice help lift that burden. Jesse believes that adopting such tools early on not only supports growth but helps prevent burnout—something therapists are especially prone to when juggling both clinical and business responsibilities.
Ethics, Accessibility, and Fee Structures
Another key part of their conversation centers around the ethics of accessibility and fee structures in therapy. Jesse advocates for making mental health services available to diverse communities, especially the LGBTQ+ population. He uses a sliding scale fee system to accommodate clients with varying financial situations, demonstrating how therapy can be both ethically sound and financially sustainable.
Balancing financial sustainability with accessibility is one of the most pressing ethical questions in private practice today. Therapists must weigh their need to earn a living wage with their desire to serve marginalized communities. Jesse addresses this by building a financial structure that allows for flexibility without compromising his own value.
Offering tiered pricing or maintaining a certain number of pro bono or low-fee clients can be a powerful way to extend care to those in need. Jesse discusses the challenges of this model—especially in markets with high costs of living—but reaffirms its importance. For him, it’s about more than business; it’s about creating a more just and equitable mental health landscape.
Therapists looking to grow an inclusive private practice must ask themselves difficult questions about how their fees affect access. Jesse’s insight shows that ethical business practices are not just possible—they’re essential. Whether you’re a new clinician or a seasoned one, reflecting on your impact can reshape how you offer services and to whom.
Marketing Ideas for Therapists: Showcasing Identity
Marketing therapy services is also a key topic. Jesse’s strong online presence is not only a reflection of his expertise but also a strategy for marketing his private practice. By embracing his authentic self, including his distinct personal style and openness about his queerness, Jesse offers a powerful example of how being yourself can serve as an organic form of marketing. For therapists exploring marketing ideas, Jesse’s story underscores that building a practice doesn’t always require ads or email campaigns; it can start with showing up authentically on social media or in interviews like this one.
Marketing for therapists doesn’t have to feel forced or salesy—it can be a natural extension of who you are. Jesse’s brand, “Holistic.Homosexual,” is not only clever and eye-catching but grounded in a mission to inform, uplift, and empower queer individuals. His content spans mental health tips, lived experience, social justice education, and personal storytelling. This holistic approach to content creation helps potential clients feel connected and seen long before the first session.
Therapists looking for new marketing ideas for therapists should consider how their values and voice can guide their branding. Authentic storytelling is powerful. When clinicians show up as their whole selves, they attract clients who resonate with their message.
Jesse’s success illustrates that marketing therapy private practice services can be impactful when rooted in truth. It’s not about following trends—it’s about carving out a space that feels real and welcoming. His approach to online marketing for therapists has helped him build not just a business but a community.
Social Media and Community Building
Jesse’s Instagram account is more than a marketing tool—it’s a resource. He uses the platform to connect with others, share mental health resources, and de-stigmatize therapy for LGBTQ+ individuals. His content not only draws in potential clients but builds trust and visibility within marginalized communities who often feel overlooked by traditional mental health spaces.
Social media marketing for therapists can feel intimidating, but Jesse demonstrates that you don’t have to go viral to make an impact. Consistency, clarity, and compassion are key. Whether it’s a post about setting boundaries, managing anxiety, or navigating identity development, Jesse ensures that his voice remains both professional and deeply personal.
Therapists aiming to build a private practice in today’s world should consider how social platforms can serve their broader mission. Whether through educational content, personal storytelling, or community engagement, social media can be a powerful space for growth and outreach.
Final Thoughts: Keep Growing, Keep Serving
Jesse’s journey is a reminder that your private practice doesn’t have to conform to a specific mold. Instead, it’s about aligning with your own values and building a practice that reflects who you are while serving your community. Whether you’re just starting out or looking to refine your existing practice, this conversation offers valuable insights into the practical, ethical, and personal aspects of building a thriving therapy practice.
The path to private practice is not linear, and it’s certainly not without challenges. But with the right mindset, tools, and support, it’s possible to create a practice that’s not only successful but deeply fulfilling. Jesse’s candid reflections offer encouragement to therapists at any stage of the journey.
Whether you’re exploring how to start a private therapy practice or looking for a comprehensive marketing guide for therapists, Jesse and Kelley’s conversation offers strategies, inspiration, and a healthy dose of reality. It’s a powerful example of how therapists can remain grounded in their purpose while building practices that reflect the richness of who they are.
As the field of mental health continues to evolve, the therapists who thrive will be those who are willing to innovate, lead with authenticity, and adapt to the needs of diverse communities. Jesse Proia is a shining example of what’s possible when identity, mission, and entrepreneurship come together.
So take the leap, embrace the tools, build your community, and never stop learning. The world needs more therapists like you—grounded, authentic, and ready to make an impact.
