Is Joining a Platform Like Headway, Alma, Grow, or Rula the Solution For Your PP Woes?

If you’ve been anywhere near a therapist Facebook group lately, you’ve probably seen a version of this question:

“What’s the incentive for using these third-party therapy platforms when my individual insurance rates are the same, or even higher?”

It’s a fair question. Companies like Headway, Alma, Grow Therapy, and Rula have become major players in the private practice world. They promise to make life easier for clinicians by handling the headaches of credentialing, billing, and sometimes even client acquisition. But as with anything that sounds convenient, there’s more beneath the surface.

Let’s unpack what therapists are actually saying about these platforms and what to consider before signing on.

The Appeal: Ease, Speed, and Stability

For many, these companies are an on-ramp to private practice. The venture-capital backed tech companies that actually own these platforms knew exactly what they were doing when they decided to market them directly to therapists. And it’s not hard to find therapists, especially on social media, who will share that they joined Headway early on because it was fast, simple, and took the stress out of dealing with insurance. The billing alone was enough of a relief to justify the cut these companies take.

One therapist shared,

“I view them as my billing service… not my business partner or referral source. I simply don’t have the time or mental capacity to make sure I bill every session and renew credentials every year.”

Others echo this sentiment, highlighting consistent pay and reduced admin tasks. For those who worry about cashflow being a challenge in private practice or who do not want the hassle of hiring for administrative tasks it’s pretty appealing.

And now that it’s easier than it has been to be credentialed in multiple states, these platforms can be a marketing lifeline, taking you from having to build a full caseload in multiple states simply opening the virtual doors and having people walk right in.

In short, these platforms can create breathing room. For new clinicians or those without strong referral pipelines, the predictability is appealing.

The Concerns: Control, Pay, and Industry Impact

But not everyone’s sold.

Some practice owners have begun to question whether the convenience really justifies the cost. As EHR providers like Simple Practice make billing pretty easy now. But others, like myself, have larger concerns about the growing influence of these companies:

“They’re taking over our field. Founded by tech bros and funded by insurance companies. In my area, folks are being told no to rate increases and to go to Headway instead.”

That sentiment reflects a growing fear among independent practitioners, that the very companies simplifying our lives may also be consolidating control of our profession. I’m a firm believer that when you want to know if something is good for you are not, the best way to figure it out is to follow the money. When we look at this growing trend, we know that that there is a money trail.

Why would an insurance company want to pay the platforms more than they pay the individual therapist? The same credentials, the same skills, the same license. But the platform can negotiate a rate that is 20% or more higher than what they give the private practice in some instances? Why would they agree to that when they don’t have to?

If you understand business, you’ll get that it’s all part of the big plan. Most practice owners cannot afford to run at a loss for more than maybe 3-6 months depending on their overhead. These companies, backed by venture capitalists can afford to run at a loss for years, because stockholders play the long game.

As new therapists flock to the platforms, and reimbursements remain low, or get slashed in some instances, for private practice owners, what happens? Practices close, that’s what happens. Who benefits?

• The insurance company benefits.

• The tech company who owns the platform, algorithm and all the data wins big.

• But who loses? The therapist and maybe even the client.

The Middle Ground: Knowing Your Why

So, is it worth it? The answer depends on why you’re considering it.

If you’re new, working part-time, or building a client base in multiple states, platforms like these can offer structure and stability while you establish yourself.

If you’re an experienced clinician with a full caseload, strong systems, or a niche that attracts private pay, these platforms may limit your growth rather than support it.

The key is to treat them as tools, not as business partners. Maintain your own records. Control your own marketing. Pay the money to have your own website and brand yourself and your practice OUTSIDE of their platforms. Keep your EHR separate. Use the parts that serve you, and opt out of the rest. And be leery of any of them that require your full compliance with policies that take away your autonomy.

Third-party therapy platforms can simplify private practice, but they also reshape the landscape of mental health care.

If you’re considering joining one, ask yourself:

• Do I need convenience right now, or am I ready to build capacity?

• Am I looking for a bridge, or building a business?

There’s no wrong answer, but there is a right one for your current season. Just make sure you stay the CEO of your practice, even if someone else is doing your billing.

If you’re considering alternatives because marketing feels almost impossible and your caseload is bare, check out the 5 Minute Marketing System to show you how to get started growing your practice on your own.