I'm a psychotherapist and business mentor for therapists in private practice. I help thoughtful, ambitious therapists build sustainable, visible, financially viable practices — in a landscape that's changing faster than most people in this profession are ready for.
I qualified as a CBT therapist in 2012 and started a small private practice alongside some employed work. Getting clients back then was relatively straightforward — a directory listing, a basic website, and they found me. I thought I'd cracked it.
I hadn't. I was seeing people at hours that didn't suit me, saying yes to every enquiry regardless of fit, charging less than I was worth to avoid the discomfort of losing a client, and generally running my practice around everyone else's needs but my own.
After about a year of it, I burned out and went back to employed work — GP practices, EAPs, community organisations. The kind of work that pays reliably and asks nothing of you commercially. The kind of work that quietly chips away at you if it's not where you want to be.
What changed was finding my clinical niche. Around 2018 I trained as an eating disorder practitioner and built a practice around supporting clients with binge eating disorder. Having a clear specialism changed everything — not just clinically, but commercially. I finally understood what it felt like to build a practice that actually worked.
Running a sustainable private practice isn't just about being a good therapist. It's about understanding how clients find you, how to communicate your value clearly, how to price properly, how to build visibility that doesn't require you to perform relentlessly on the internet — and increasingly, how to use the tools that are changing the landscape right now.
I spent years learning all of this the slow way. Marketing, messaging, SEO, websites, content. I made plenty of mistakes. Some of them expensive, most of them instructive.
Over the last four years I've been running a membership and mentorship programme for therapists in private practice — helping them build sustainable businesses without the hustle, the overwhelm, or the pressure to be something they're not.
And in the last couple of years, I've become genuinely interested in what AI means for therapists — not as a replacement for the clinical relationship, but as a practical tool that can reduce the administrative weight of running a business, improve visibility, and help therapists think and write and plan more clearly.
I'm not a tech expert. But I understand how this technology works in the real world of private practice, how to use it ethically and practically, and how to explain it in plain language to therapists who are curious but cautious.
The way clients search for therapists is changing. Directory dependence is a riskier strategy than it was three years ago. AI-influenced search is already affecting how people find services online — including therapy.
The therapists who are building sustainable, well-paid practices right now are the ones who understand this shift and are building accordingly. Clearer messaging. Stronger websites. Long-term visibility that doesn't depend on posting on Instagram three times a week and hoping for the best.
That's the work I support. Practical, grounded, values-led — and honest about the landscape therapists are actually operating in.
I'm still in practice as a therapist. That matters to me — I'm not someone who left the work behind and pivoted to coaching. I understand the clinical side of this because I'm still living it, and I understand the business side because I've built it carefully over more than a decade.
I'm based in Northern Ireland. I'm in my late forties, in perimenopause, and was diagnosed with ADHD a few years ago — which, if you're a woman of a certain age, probably sounds familiar. I grew up long before social media, smartphones, or the expectation that running a business meant being constantly visible online. None of this came naturally to me. I had to learn it deliberately, as an adult, while also managing a brain that doesn't always cooperate with the "just sit down and do the thing" approach to productivity.
Which is a large part of why I became so genuinely interested in AI. Not because I'm a tech person — I'm really not — but because I needed tools that could help me think more clearly, write more consistently, and run a business without the whole thing depending on whether my executive functioning was having a good day. AI, used well, does that. It's become a proper part of how I work, and I'd be odd not to mention it given that I now help other therapists use it too.
My approach is warm, direct, and occasionally dry. I'm not interested in hype, I don't think therapists need to perform their way to a full practice, and I believe you can build something financially sustainable without compromising the values that brought you into this work in the first place.
WORK WITH ME