The Ultimate Guide to Attracting Clients as a Pre Licensed Therapist

If you’re a pre licensed therapist, you might feel stuck between two worlds. You’ve done the training, you’re ready to help people, and you’re eager to build your practice but the lack of a license stamp can feel like a door slammed shut.

But in reality, it doesn’t have to be.

In this guide, I’ll walk you through what it really means to be a pre licensed therapist, why starting your practice now can be a smart move, and how to market yourself ethically and effectively, even if you can’t take insurance yet.

I’ll also share from my own experience working with pre licensed therapists who managed to attract clients despite the limitations. Their stories prove that with the right mindset and strategy, building a practice early is absolutely possible.

What About Associate Therapists?

If you’re searching around this topic, you may have noticed articles like this Counseling Today piece that focus on associate counselors or associate therapists. In many states, the term associate is simply another way of saying pre licensed. The strategies you’ll learn here apply across titles, whether you’re called an associate, intern, or resident.

Defining Pre Licensed Therapist vs. Licensed Therapist

First, let me define the terms. A pre licensed therapist is someone who has completed graduate training and is accruing supervised clinical hours required for licensure. Depending on your state, you might be called an associate, intern, or resident.

A licensed therapist has completed those hours, passed state exams, and received full licensure. That license allows them to practice independently, bill insurance, and supervise others.

Note that pre licensed therapists can still see clients and provide valuable services, they just do so under supervision and with certain restrictions.

Understanding the Benefits of Starting Pre Licensed

Despite the limitations, being a pre licensed therapist comes with advantages:

1. Build Momentum Early – Capture clients now so you don’t start from scratch once licensed.

2. Develop Your Style – Use this time to refine your therapeutic approach without pressure.

3. Grow Your Visibility – Create content, engage your community, and let people get to know you.

4. Test Your Systems – Experiment with scheduling, intake, and marketing before scaling.

5. Reduce Risk – Work under supervision provides guidance and a safety net.

So let’s address the elephant in your office: you don’t have to wait until licensure to start planting the seeds of your future practice.

Real Examples from Pre Licensed Therapists I’ve Worked With

I’ve seen pre licensed therapists thrive even before getting their license. Here are a few strategies that worked for them:

• One associate I worked with leaned into her niche of helping second-generation immigrants. By speaking at community events and writing short blog posts, she filled her practice without ever touching insurance panels.

• Another intern offered free group workshops for young professionals navigating anxiety. These groups not only supported the community but also funneled individual clients into her caseload.

These examples show that creativity, visibility, and authenticity go a long way, even when you’re still under supervision.

Navigating Insurance Limitations

For many pre licensed therapists, the biggest roadblock is insurance paneling. In most states, you can’t get paneled until you’re licensed. This can feel like a wall, but it’s really an invitation to build differently.

When you can’t accept insurance:

• Position yourself as a specialist. Clients pay out-of-pocket when they see unique value.

• Offer sliding scale spots. This helps bridge affordability while honoring your worth.

• Educate on out-of-network benefits. Many clients can still get reimbursed if they file claims themselves.

With that said, let’s look at how you can attract clients without relying on insurance.

How to check for your state / insurer

1. Review insurer credentialing documents: Look for “provider eligibility” sections in the applications.

2. Contact the insurance company’s provider relations and ask: “Can LPC/LMFT associates be credentialed in your network?”

3. Look at Kaiser, BCBS, Medicaid/Medicare in your state—these large payors often set precedents in their region.

4. Connect with local associates or state associations—they often know which insurers accept associates in that state.

Clarifying Your Niche and Ideal Client

Sometimes, especially early in your career, you might not have enough client hours to clearly identify your ideal client yet. In that case, focus on who you have easiest access to, through your community, past connections, or the networks you’re already part of. Building experience with accessible groups can help you refine your niche over time.

The fastest way to fill your caseload as a pre licensed therapist is to specialize. Generalists get overlooked. Specialists get remembered.

Ask yourself:

• Who do I feel most energized working with?

• What problems do I understand deeply?

• How does my background connect to my clients’ struggles?

Build your messaging around one clear niche. For example: young adults navigating anxiety and career transitions.

Building a Referral Network

Referrals are the backbone of any practice, and you don’t need a license to start cultivating them.

1. Connect with Supervisors and Colleagues – They can refer overflow clients.

2. Network with Other Therapists – Especially those outside your niche.

3. Build Relationships with Community Leaders – Pastors, teachers, coaches can all be referral partners.

4. Stay Visible – A quick follow-up email every few months keeps you top of mind.

5. Join Professional Listservs – Participate in local or national therapist listservs where referrals are often exchanged.

Creating Content that Builds Trust

Content marketing is your best friend when you can’t rely on insurance listings. Think of it as planting seeds that grow into trust.

Ideas include:

• Blog posts answering common questions clients ask.

• Short videos sharing your point of view on common challenges or misconceptions in therapy.

• Instagram reels that normalize mental health struggles.

• Email newsletters sharing insights.

The goal isn’t to give therapy, it’s to show you’re knowledgeable, approachable, and trustworthy.

Leveraging Directories and Online Platforms

While you may not qualify for insurance panels yet, you can still show up where clients are searching.

• Psychology Today (with Supervisor) – In many states (such as California, Texas, and New York), pre licensed therapists can list under their supervisor. Always confirm with your state board before setting up a profile.

• TherapyDen – Inclusive directory that welcomes pre licensed providers.

• GoodTherapy – Another searchable platform where potential clients look.

Be cautious not to misrepresent your license status. Always include your title (e.g., LMFT-A, LPC Associate).

Implementing Low-Cost Marketing Strategies

Pre licensed therapists often feel strapped for cash. Good news: you don’t need a massive ad budget.

Try:

• Guest blogging on local wellness sites.

• Speaking at community events.

• Partnering with yoga studios, gyms, coffee shops, coworking spaces, or wellness centers.

• Offering free workshops on stress or relationships. These partnerships work well because people already seeking wellness or community support often overlap with those open to starting therapy. It’s about showing up where your potential clients naturally gather.

These grassroots methods build credibility and word-of-mouth momentum.

If you're looking for additional business and educational resources, you can read about the Must-Have Online Resources for Therapists here.

Protecting Client Privacy and Compliance

It goes without saying: client trust is everything. As a pre licensed therapist, you must be extra vigilant.

• Follow HIPAA guidelines for all digital communication.

• Use secure platforms like SimplePractice, TherapyNotes, or TheraNest for scheduling and records.

• Avoid discussing therapy in marketing, stick to education and awareness.

• Clarify in writing that being on your email list ≠ being a client.

This is not therapy communication. It’s marketing education.

Understanding Supervision Requirements

Every state has unique rules about what pre licensed therapists can and cannot do.

• Always note your supervisor’s name and license number in your marketing.

• Make sure your informed consent forms clarify your associate status.

• Periodically review your marketing with your supervisor to avoid compliance risks.

Remember: transparency builds trust. If you want to review the exact requirements in your state, the American Counseling Association maintains a helpful Licensure Requirements by State directory where you can find detailed supervision rules.

Balancing Confidence with Humility

One of the hardest parts of being pre licensed is imposter syndrome. You may wonder: Who would pay me when I’m not licensed yet?

Here’s the truth: clients don’t choose you for your letters. They choose you for your connection, empathy, and consistency.

So own your value while also being upfront about your status. Confidence and humility can coexist.

Using Testimonials and Social Proof

Even if you’re pre licensed, you can build credibility:

• Ask supervisors or mentors for professional endorsements.

• Share anonymous client feedback (with written permission).

• Highlight your training and certifications.

Trust signals (this is where the classic Know, Like, and Trust factor comes in, you want potential clients to first become familiar with you, then feel connected to you, and finally trust you enough to reach out). reassure clients they’re making a safe choice.

Designing a Simple Website

(For a deeper dive, check out my full guide on building a therapist website.)

Don’t overcomplicate it. A clean, one-page site can work wonders.

Include:

• Who you are + your credentials.

• Who you help (your niche).

• What problems you solve.

• How to book a session.

Make sure your license status is clearly visible. Transparency protects both you and your clients.

Choosing Your First Systems

Even as a pre licensed therapist, setting up systems will make life easier.

• SimplePractice – HIPAA-compliant EHR for scheduling, notes, and billing, plus telehealth features, customizable intake forms, client portals, and integrated billing, all of which make running a practice smoother and more professional.

• TherapyNotes – Robust documentation and insurance-ready (for later).

• TheraNest – Great for client management and invoicing.

Implement systems now so scaling later feels natural.

Recap and Next Steps

Being a pre licensed therapist doesn’t mean you’re powerless. It means you’re in a unique season to grow strategically, experiment safely, and prepare for a thriving practice.

A pre licensed therapist strategy can do wonders for your visibility, confidence, and client base.

Do you want more clarity and confidence in building your practice as a pre licensed therapist? Book a Marketing Strategy call with me.

FAQ: Pre licensed therapist marketing

Can I start a private practice as a pre licensed therapist?

Yes, in many states you can operate a practice under supervision. You just need to clearly note your status and your supervisor’s details.

Do clients care if I’m not licensed yet?

Most clients care more about feeling connected and supported. Transparency about your status plus professionalism goes a long way.

How much should I charge if I’m pre licensed?

There’s no single answer, but many pre licensed therapists offer slightly reduced fees or sliding scales while still valuing their time and expertise.

What’s the best marketing strategy if I can’t take insurance?

Focus on niche positioning, referrals, and content that builds trust. Insurance is just one pathway, not the only one.

Is it ethical to market myself before I’m licensed?

Yes, as long as you follow your state’s supervision rules, avoid misrepresentation, and clarify that marketing communications are not therapy.