Headway and marketplace fees
As you’ve probably heard by now, Headway is going to start charging $9.99 per client per session if the client finds you through their marketplace. More on Reddit here.
Therapists are understandably upset. $9.99 per session forever is a lot.
Do I agree with the charge? No.
Do I think it’s as bad as people are making it out to be? No.
Full disclosure, Headway has been a supporter of Therapy Marketer, so I recognize my position is biased. I built a partnership with Headway when I was at Heard and spent time with their team. I believe they’re good people who genuinely want to help therapists.
As a “free” service, Headway is useful for therapists who don’t want to deal with insurance credentialing and billing. They protect you from clawbacks and guarantee biweekly payments so you’re not waiting months to get paid.
Headway has never been great at generating referrals, so they’re investing $150 million in their marketplace. Acquiring clients is expensive when you’re competing with big companies like Psychology Today, BetterHelp, and Talkspace.
If you don’t want to pay $9.99 per session for clients who find you through their marketplace, you can turn off your marketplace listing. Your rates for clients you find on your own do not change.
If you’re currently relying on Headway for referrals, then I would recommend diversifying your referral sources.