Why Life Coaching Income is Higher Than Your Therapist Salary (and How To Flip the Script)
Dr. Lisa Marie Bobby is a licensed psychologist, licensed marriage and family therapist, board-certified coach, AAMFT clinical supervisor, host of the Love, Happiness, and Success Podcast and founder of Growing Self.
In Short…
Here’s why life coaching income is higher than a therapist’s salary, and what therapists can do about it:
- Life coaches often earn more than therapists because they sell outcomes, avoid insurance limitations, and excel at marketing.
- Therapists can offer coaching legally and ethically—but they must do it the right way, with proper training and credentialing.
- Therapists have the training, talent, and authority to command premium rates by shifting their model and messaging.
Life Coach vs. Therapist Salary
What if I told you that a life coach with no formal training is out there charging triple what you’re making right now—and people are lining up to pay them? Sounds infuriating, right? Maybe even a little insulting. But here’s the kicker: it’s not because they’re better. It’s because they’re playing a totally different game.
As a therapist, you have deep training, clinical integrity, and the power to change lives in profound ways. So let’s talk about what life coaching income really looks like, how it compares to therapist salaries, and what you can do to step into your value without sacrificing your ethics or your soul.
How does life coach income compare to a therapist salary?
Here’s where things get real. A licensed therapist in private practice might charge $150-$200/hour. But if you’re in-network with insurance, you may be reimbursed $60-$90/hour—and that’s before expenses.
Meanwhile, a life coach might charge $3,000 for a 6-week program, or $10,000+ for a VIP transformation package. And they don’t have to deal with insurance claims, diagnostic requirements, or compliance constraints.
Is it frustrating? Absolutely. Is it unfair? Kind of. But it’s also an opportunity. Because when you understand the game, you can start playing it too—ethically, intentionally, and with all the integrity that makes you the incredible professional you are.
Why do coaches earn more than therapists?
Three big reasons:
1. Freedom from Insurance
- Coaches don’t need pre-authorizations. Their clients are self-pay.
- They don’t rely on billing departments.
- They aren’t legally required to treat a diagnosis.
2. Outcome-Based Selling
- Coaches sell transformation: “I help women rebuild after divorce.”
- Therapists often sell a method: “I offer EMDR and CBT.”
- Coaches promise results, and people pay more when they understand what they’re going to get.
3. Masterful Marketing
- Coaches are trained in storytelling, personal branding, and social proof.
- Therapists are trained to be humble and vague (thanks grad school!)
- Coaches use confident, clear messaging that gets attention—and clients.
This doesn’t mean they’re better helpers. It means they understand how to communicate value in a way that resonates with their audience.
For an in-depth dive into marketing for therapists check out these resources:
The Marketing Secrets Every Therapist Needs to Know (But Was Never Taught)
My Free CEU Webinar: Build and Market a Thriving Therapy Private Practice
Ready to Make a Bigger Impact?
Become a Board-Certified Coach
If you’re a therapist craving more freedom, deeper fulfillment, and new ways to help people grow—coaching could be your next evolution.
Our evidence-based, BCC-accredited certification program was built by therapists, for therapists to help you bridge the gap between where you are now… and where you know you’re meant to be.
What do life coaches do differently from therapists to earn more money?
The average life coaching income varies, and depends on how they structure their offers and how well they market their services.
Here’s what many high-earning coaches are doing:
- Offering premium packages instead of hourly sessions
- Focusing on specific transformations (e.g., life transitions, career pivots, relationships)
- Using group programs, VIP days, or online courses to scale their income
- Operating entirely outside the insurance system
These coaches position themselves as experts in delivering a result—and people are willing to invest significantly for that result.
And yes, a lot of these folks have no advanced degree. Some don’t even have certifications. But they have confidence, charisma, and a clear offer.
Can therapists offer coaching too?
YES—and I believe we must. Therapists are uniquely equipped to do transformational coaching work at a deeper, more effective level than the average coach ever could. But to do it ethically and powerfully, we need to learn how to shift our mindset and develop real coaching competencies.
The good news? There are evidence-based, ethical pathways for therapists to get certified as coaches. Not through a generic ICF program made for real estate agents-turned-mindset-gurus, but through clinical-grade training designed for therapists. (Hint: I teach one!)
Coaching lets you do the work you love, in a new container, with a new promise—and often a much better paycheck.
To learn more about therapy vs coaching here are some further resources:
My Free CEU Webinar: Think You’re Coaching? 8 Red Flags You’re Actually Doing Therapy
What Therapists Should Know About Coaching
The Risks of Therapists Coaching Without Certification
Why Therapy Clients Are Hiring Coaches (And Leaving Therapy Behind)
What can I do to increase my income as a therapist?
Here are three powerful moves you can make:
1. Get Clear on Your Transformation
- What outcome can you help someone achieve?
- What problem do you solve?
- That clarity becomes your coaching niche.
2. Invest in Coaching Training
- Not ICF programs for corporate executives—but coaching built for therapists
- Learn how to deliver results while protecting your license
3. Change How You Talk About Your Work
- Swap “I hold space” for “I help women rebuild after betrayal.”
- Speak your clients’ language. Promise a result. Show them what’s possible.
When you do this, you step into your full potential—not just as a therapist, but as a transformational leader.
Ready to start coaching? Here’s your next step.
If you’re serious about growing your income, expanding your impact, and doing it all without compromising your clinical integrity, now is the time to get your coaching credential.
My BCC-accredited Coaching Certification for Therapists is designed exclusively for licensed professionals. You’ll learn evidence-based coaching models, how to ethically differentiate coaching from therapy, how to create offers that reflect your true value, and so much more.
And here’s the exciting part: our next cohort starts soon (like, really soon). Don’t miss your chance to join this transformational experience.
👉 Head to my Coaching Certification For Therapists enrollment page to save your spot.
Your future self will thank you for it when you’re doing the work that lights you up while attracting your dream clients, earning more, and achieving it all on your own terms.
And if we’re not already connected, let’s fix that! Come say hi to me on LinkedIn and join a growing community of big-hearted clinicians who are reimagining what’s possible in this profession. I’d love to hear your story and support you in whatever way I can.
Xoxo
Dr. Lisa Marie Bobby
P.S. Know a therapist who’s feeling stuck, burnt out, or underpaid? Share this with them. We rise higher when we lift each other up.
Resources:
Aboujaoude, E. (2020). Where life coaching ends and therapy begins: Toward a less confusing treatment landscape. Perspectives on Psychological Science, 15(4), 973-977. https://journals.sagepub.com/doi/abs/10.1177/1745691620904962
Campbell, J. M. (2001). Coaching: A new field for counselors?. Counseling and Human Development, 34(3), 1. https://search.proquest.com/openview/b476e71682f32b3cd7d6b90f70a8b19d/1?pq-origsite=gscholar&cbl=48224
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