Welcome therapists and group practice owners! I’m Nicole McCance, a psychologist turned business coach for therapists (I scaled my own practice to 55 therapists and multiple 7-figures before I sold it). I recently sat down with Milly Feliz for part three of my group practice success series, and her story is one I’ve been so excited to share.
Milly is one of my favourite Clinic Growth Map™ members. She started out by herself in the basement of her house, and this past April she sat down with her accountant to run the numbers and heard the words she’d been working toward: she’d crossed seven figures. Her practice hit $1.1 million this year. She went from one therapist to fourteen in three years, and she’s onboarding her fifteenth in September.
So how do you build a seven-figure group therapy practice in three years, starting completely on your own? If you’re a solo therapist or group practice owner who feels stuck right now, Milly’s story is one you’ll want to read.
P.S. Not a huge fan of reading blogs? (I’m more of a podcast girl myself) You can listen to my full conversation with Milly by clicking here or watching the video below!
Where Milly Started: A Dream With No Structure
When Milly and I first talked years ago, her practice was, in her own words, “a little bit of a dream that I had with no structure.” It was fun and meaningful, but she had no idea how to turn it into something sustainable that could run without her.
If you read that and felt a little seen, you’re in good company (so many solo therapists start exactly here). The passion is there, the clinical skill is there, but the roadmap isn’t. Milly told me the Clinic Growth Map gave her “a perfect roadmap that is replicable and scalable.” Same fun project she always loved, now with the structure and accountability underneath it to actually grow.
The Moment That Made Her Take the Leap
I always want to know what finally makes someone invest in themselves, because it’s never easy. For Milly, it was motherhood.
She had her daughter in May 2020, right in the deep end of the pandemic. She described being up at 3am, breastfeeding her baby, when it hit her that she wanted more freedom, and she wanted to build a space where other therapists could grow too.
There was another moment she’ll never forget. She was working for a telehealth company that controlled her schedule, and one Mother’s Day she refreshed her calendar hoping for a free afternoon with her daughter. Instead it was fully booked, and she watched her husband take their little girl to the park without her. That was the moment she decided she was never putting herself in that position again.
What pushed her over the edge into actually enrolling? Hearing trusted colleagues who’d done the program tell her it was worth it. As she put it, “the life that you want for your children and for your family is on the other side of fear.”
From One Therapist to Fifteen in Three Years
Here’s the part everyone wants to know: how she actually scaled the team. Milly credits a few things.
- Team building comes first. She’s huge on building genuine trust with her therapists. When that trust is there, hard conversations (like coaching someone through low conversion) land so much better because the relationship is already strong.
- Training them well. She invested in teaching her team how to handle that first contact with a client and how to convert with warmth, not pressure.
- Systems that make it replicable. The whole reason she could go from one to fifteen is that the practice stopped depending on her doing everything herself.
The Website Change That Skyrocketed Her Referrals
This piece of advice is worth stealing. Milly noticed that most therapy websites open with a wall of words, or static images that don’t move. So she swapped her homepage to lead with a short, calming video showing what it actually feels like to walk into her space.
Her referrals and leads skyrocketed after that change. I’ve said for years that faces matter, and Milly took it further. When you land on her site, it’s not a video of an empty clinic, it’s an experience. It feels like being in therapy, and it makes taking the next step feel easy. In a moment where clients are more skeptical than ever, giving people an emotional experience on your website is a real competitive edge.
The Marketing That's Working for Group Practices in 2026
Marketing has changed a lot since Milly enrolled in 2023 (ChatGPT wasn’t even in our vocabulary back then!). Here’s what she’s finding works right now:
- Google Business Profile. She optimized her profile and started publishing short articles every couple of weeks about the services she offers, linking back to the full blogs on her website. In just one month, she saw a 20% increase in website traffic (and Google sends you monthly stats, so it’s actually trackable).
- Exploring Reddit ads for AI search. This is the clever one. Because tools like ChatGPT pull heavily from Reddit, Milly is testing Reddit ads for high-urgency, niche services like children’s assessments, where a stressed parent is often searching for answers.
If AI search feels like a whole new world, you’re not behind, I promise. I broke down exactly how clients are finding therapists on ChatGPT, Gemini, and Google in my blog on SEO for therapists in the AI era.
You're Capable of More Than You Think
What I love most about Milly’s story is what she’s building beyond the revenue. Her daughter now tells strangers at the park, “she’s the boss, she has a psychotherapy clinic.” That’s a legacy, and an asset that will change her child’s future whether she sells it one day or not.
When I asked what she’d tell the therapist who’s on the fence, she said to picture yourself thirty years down the road and ask whether you’d regret not taking the step. If the answer is yes, the door is right there for you to open. She built all of this with no investors, just her savings and her belief that the life she wanted was on the other side of fear. You’re capable of that too, I promise.
If you’re ready to stop guessing and finally get the map, book a free strategy call with my team and let’s talk about what scaling your group practice could look like. And come say hi on Instagram for more real talk about scaling a 7-figure group practice without burning out.
Your Business Bestie,
Nicole
