Communicating a Price Increase as a Therapist: The Gentle Approach

For many somatic therapists, a price increase is one of the most difficult conversations in their practice. You know it makes rational sense: your costs have risen, your expertise has grown, your rates from three years ago no longer match where you are now. But emotionally it feels awkward: you don't want to seem greedy, you don't want to lose clients, and above all, you don't want to damage the relationship. This article provides an approach that fits somatic work: clear, honest, and without pushy language.

When a price increase makes sense

There are three times when a price increase is not only logical but also healthy. First: you have completed new training or specialization that deepens your work. Second: your rate has been unchanged for two years or more while your costs (rent, supervision, insurance) have increased. Third: you consistently have a waiting list, indicating that the market is willing to pay more than you are charging.

An increase of five to ten percent per year or every two years is normal in this niche and is generally well-received by clients, provided it's communicated well.

The nervous system of a price increase

For long-term clients, a price increase often touches something deeper than just money. It can feel like a change in the relationship, or even a mini-rejection ('am I still welcome if I can't afford this?'). That's not an exaggerated reaction, it's a nervous system response to change within a safe relationship.

Therefore, it helps to present a price increase not as one-time news, but as part of calm communication that allows for reaction and questions.

Clients can often handle a rate increase perfectly well. What they cannot handle is the feeling of being ambushed by it.

A four-step approach

An approach that works well in this niche:

A working example text

'Dear [name], I am writing to inform you in advance: effective March 1, 2026, I will be increasing my session rate from 130 to 140 euros. My costs have increased in recent years, and this adjustment will enable me to continue my practice sustainably with the same care and quality. Your current rate will remain valid until the end of February, after which the new rate will apply. If you have any questions or would like to discuss this, please contact me at [contact]. Warmly, [name].'

What works in this text: clear, concise, honest about the reason, without guilt or excessive apology. It gives clients space to react, but doesn't force a reaction.

What you often hear in response

In practice, reactions to a well-communicated increase are mild. Some clients don't even respond, some thank you for the heads-up. A few will ask if there's room for an exception, and you can give an honest answer to that (yes if it fits within your sliding-scale slots, no if they are full, with a friendly explanation).

A very small group discontinues therapy. That sometimes feels unpleasant, but it's often a natural moment for closure that would have come anyway.

What not to do

What to do if someone responds with uncertainty

A small portion of clients respond to a price increase with hesitation. Not angry, not disengaging, but with an 'I need to think about it for a bit'. That's not a problem, that's a healthy reaction. What helps is to give space in your answer without reversing the increase. Something like: 'I understand it's a consideration. Please take your time. If it doesn't fit at this moment, we can explore if there's a natural conclusion point, or we can plan for when it does fit.' This acknowledges that the choice lies with the client, without undermining your own rate.

What you don't do at this moment: offer a discount to retain someone. That seems kind, but the underlying signal is confusing (why can this client pay less, and the next cannot?) and it undermines the fairness of your rate to everyone else. What is possible: a final concluding period of, for example, three sessions at the old rate, explicitly as a wrap-up.

What a price increase says about your practice

A well-communicated increase says something about how you run your practice. Not 'I want to earn more,' but 'I take my work and its sustainability seriously, and with that, I also take your process seriously.' Clients feel that difference. A therapist who communicates a calm, honest increase every two years is generally trusted more than a therapist who silently maintains the same rate for years and then suddenly has to make a big jump. Continuity and transparency go hand in hand.

In summary

Are you wondering if your rates are still appropriate for where you are now? Also read Somatic Therapy Rates for the broader context, or take the Practice Scan for an honest assessment of your positioning and pricing strategy.