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Why Therapists Are Turning to Continuing Education Businesses

If you’re a therapist who feels stuck in the time-for-money trap, you’re not alone.

Back-to-back sessions. Insurance headaches. Burnout creeping in. And no income unless you’re sitting in the therapy chair.

In a recent episode of The Therapy Show, I sat down with nurse practitioner and entrepreneur Justin Allan Montgomery, founder of ProCourse Start, to talk about how therapists and healthcare professionals can build scalable continuing education (CE) businesses.

What he shared might completely shift how you think about income, impact, and professional growth.

Let’s break it down.

If you’ve ever thought:

• “I love therapy, but I can’t keep this pace forever.”

• “I want to help more people beyond my caseload.”

• “I need income that isn’t tied to session hours.”

A CE business might be your pivot.

Justin knows the grind firsthand. After working in urgent care and emergency settings, running clinics, and seeing patients every 15 minutes, he realized something critical:

If you don’t see a client, you don’t get paid.

Even in private practice.

So, he built a continuing education company teaching nurse practitioners how to start their own practices. Within a few years, it became a seven-figure business — and allowed him to step away from clinical work at 39.

The takeaway for therapists?
You don’t have to leave the profession to change your income model.

The 3 Types of Continuing Education Businesses (And Which One Wins)

According to Justin, there are three primary CE models:

1. CE-Only Value Model

People buy your course just to get credit hours.

• Low engagement

• Minimal transformation

• Highly competitive

• Often low pricing

We’ve all taken these courses — clicking “Next” just to pass the quiz.

2. Knowledge-First Model (No CE Required)

People buy because they truly want the information.

• High transformation

• Often niche-focused

• Can be premium-priced

• CE is optional

In fact, Justin’s business didn’t offer official CE for its first two years — and still crossed seven figures.

3. Hybrid Model (The Gold Standard)

This is where real opportunity lives.

• People buy for the transformation.

• CE credits are the bonus.

• Employers reimburse.

• It becomes tax-deductible.

• You can charge premium pricing.

This hybrid model blends authority, value, and practical benefits — making it ideal for therapists.

Your Value Proposition: The Foundation of Everything

Before you build slides.
Before you apply for CE approval.
Before you create a sales page.

You must answer this:

What problem am I solving, for whom, and what is my unique solution?

That’s your value proposition.

And most therapists skip this step.

Instead of “I want to teach IFS,” refine it to:

• IFS for first responders

• IFS for trauma-informed school counselors

• IFS for therapists building cash-pay practices

The more specific, the more powerful.

Justin shared that businesses making $20K–$100K+ per month usually teach something very specific to a very specific audience.

You don’t need 50% of the market.
You may only need 2–3%.

How to Stand Out in a Saturated CE Market

If dozens of CE providers already teach your topic, here’s how you differentiate:

1. Niche Down Further

Broad topics = crowded competition.

Specific transformation = premium positioning.

Instead of:

• “Treating Anxiety”

Try:

• “Integrating Cash-Based Diagnostic Tools for High-Functioning Anxiety Clients”

Specificity creates authority.

2. Offer Transformation — Not Just Information

Ask:

• Will this help therapists make more money?

• Will this save them time?

• Will this improve client outcomes?

• Will this give them freedom from insurance?

If the answer is yes, you can command higher pricing.

One psychologist in Justin’s network charges $3,000 for a highly specific diagnostic training — and it transforms private practices by adding a cash-pay revenue stream.

You don’t need thousands of students.

1,000 students × $1,000 = $1,000,000.

Building an Audience: The Real Secret to CE Success

Here’s where many therapists get stuck:

They create a course…
Then post it in a Facebook group…
And wonder why nobody buys.

The issue?

Trust.

Before someone buys your course, they must:

• Know you

• Like you

• Trust you

That comes from building an audience — not just promoting a product.

How to Build an Audience as a Therapist

You don’t have to love social media. But you do need visibility.

Options include:

• Podcasting

• Being a podcast guest

• Writing articles

• Email newsletters

• YouTube

• LinkedIn thought leadership

Justin’s podcast alone generates 30–40% of his sales.

The key? Consistency.

Minimum:
2 pieces of valuable content per week.

And remember:

• 90% of your audience may never buy.

• But they’ll refer.

• They’ll share.

• They’ll amplify your reach.

Think of social media as a lead extraction tool — not your final destination.

Your goal? Move people to your email list or long-form content platform.

How Long Does It Take to Launch a CE Business?

If you can dedicate:

5–10 hours per week

You can realistically build and launch your CE course in:

8–12 weeks

Estimated startup investment:
$5,000–$10,000

Compared to opening a group practice or physical clinic, that’s minimal overhead.

And once operational?

Maintenance may only require 5–10 hours per week.

Work on your business — not trapped in it.

Is a CE Business Passive Income?

Let’s be honest.

It’s not “set it and forget it.”

You’ll still:

• Answer student emails

• Create content

• Engage your audience

• Update materials

But unlike therapy sessions, you’re not trading every hour for dollars.

You could:

• Record content in the morning

• Spend the afternoon hiking

• And still make sales

That’s leverage.

Who Is a CE Business Right For?

This model works best if you:

• Have deep expertise in a niche

• Enjoy teaching

• Want scalable income

• Are ready to build visibility

• Think long-term

It’s not about abandoning therapy.

It’s about expanding your impact — and income — beyond the therapy room.

Justin is offering listeners of The Therapy Show 25% off ProCourse Start with code: LISA at checkout

If you’ve been sitting on a course idea, this might be your sign to move.

Final Thoughts: From Burnout to Business Growth

Therapists don’t enter this profession to chase revenue.

But sustainability matters.

Freedom matters.

Your energy matters.

A continuing education business allows you to:

• Teach at scale

• Create transformational change

• Build authority

• Diversify income

• Reduce burnout

And you don’t need a massive following to do it.

You just need clarity, specificity, and consistency.

Other Resources:

Need CE contact hours? Explore my NBCC-Approved Podcourses & CE Courses

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Therapist Conversation Framework: Politics in Session A printable PDF with 97 questions to navigate political talk in therapy - without taking sides.

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The Therapy Show with Lisa Mustard is for informational and entertainment purposes only and should not be considered a substitute for professional advice. Always consult with your own healthcare provider regarding any personal health or medical conditions.