From All Insurance to 80% Full-Fee: Gily's Story (Episode 47)
In this special episode, I’m sitting down with Gily Roselle, a clinician whose private practice journey beautifully illustrates what’s possible when clarity, patience, and values-aligned decisions come together over time.
Gily shares how she moved from a fully insurance-based solo practice to an 80% self-pay caseload—while also building a small, intentional group practice serving postpartum women and anxious moms. We talk honestly about niching, evolving your work as your life changes, letting go of panic-driven marketing, and what it actually looks like when your practice starts to feel calm instead of chaotic.
Whether you’re early in your practice, considering a pivot, or wondering if private pay is realistic for you, this conversation offers grounded reassurance and real-world insight—no hype, no shortcuts.
Here’s what you’ll learn in this episode:
1️⃣ How Gily found (and trusted) a niche that truly fit her—without locking herself into something forever
2️⃣ What changed when her website and messaging finally reflected the clients she wanted to serve
3️⃣ Why clarity, patience, and relationship-based marketing led to a calmer, more sustainable practice
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Hey y'all. Welcome back to Marketing Therapy. This episode is so special. You're gonna meet Gily Roselle in this interview, who is a clinician that I have come to know, have had the pleasure to support, and really the absolute honor to walk alongside in her journey from going. Completely insurance-based to now 80% self-pay with clients she absolutely loves to work with.
Not only that, but Gily has built a successful small group practice with a really specific niche, and we dive really deep into that part of her journey as well in this conversation. If you're someone, man, I think every therapist can get something out of this , but if you're someone who's sitting in the early stages of your practice, you're gonna find this one incredibly inspiring.
Gily has some great messages for you, and if you're someone who's looking to move in the private pay direction, whether or not you depa entirely or not, this conversation is going to light a fire under you in the very best way. Alright, let's dive in.
Gily, welcome to Marketing Therapy. I'm so excited to get to sit down with you today. Start by telling us a little bit about you. Who are you, what do you do, and where are you based?
Okay. First thank you so much for having me. I feel so honored, Anna. Thank you. So my name is Gily Roselle. I'm a licensed marriage and family therapist based in Connecticut. And I primarily focus my specialty and perinatal mental health. So I mostly work with postpartum women anxious moms of young children.
And I also have a group practice. So I have two other therapists in my practice who have their own specialties. But we blend really nicely together.
I love that. And do you see folks in person in Connecticut?
So I see them. I used to see them in person and I found that there was a lot of trend for virtual, especially for moms of young children and postpartum moms. They don't really wanna leave the house. So I'm completely virtual online now, and I wish I did it sooner, to be honest.
That's awesome. And is your team virtual as well? So you're an entirely virtual group Practice.
Yes, we are
Incredible. Okay. Tell me about how you came into this niche. I wanna know all about your private practice journey, but you do have a very specific niche, especially as a group practice owner. So tell me how you came to this.
So honestly it really started with my own journey into motherhood. I had my own unique experience when I had my first son, and I realized there was very little support for postpartum women. I think the only people I had him back in 2020, and I think the only. People or providers were OBGYNs that were marketed to help postpartum women.
And I quickly realized that something was wrong. This was, was not okay for new moms to struggle in silence, really. So I did my own research. I got trainings for perinatal mental health. I did a lot of research and I started to slowly change my practice niche. And that's when I came across you and your work and I was like, Ooh, I think the stars are kind of aligning.
So I shifted my niche in, I wanna say 20 20, 20, right? When I had my son. Prior to that, my niche was practically non-existing. Like I was eclectic, basically, like most therapists, right? But then I slowly started to learn more about t mental health, postpartum. I started to, you know, market myself in that way.
Then I added clinicians on who had a similar. Who could work nicely with me, who had a good fit for me for my practice. And that's kind of where I'm at today. So my practice, I, I have to say, is like a hundred percent moms anxious moms and postpartum women, which is exactly what I wanted.
Amazing.
So it's, yeah, it, it is amazing.
It feels really good to get to this point because this is exactly what I envisioned. And that's where I'm, that's where I'm at.
So take me back all the way to the beginning. When did you start your practice? Obviously pre 2020, pre having children and what led you into even the initial stages of
Yeah, so I was in a nonprofit for a very long time and I felt like, okay, like I have an itch to, to, to be on my own. So I started my private practice in 2017. I got my LLCI. I was in person. I was primarily working with a specific population, which was Spanish speaking adolescents who had recently migrated to the us.
So that was kind of my niche. Yeah, that it is quite the niche. And then I started to see more people because in that point I was. Taking on all clients that I could take, right? Because that's kind of what you do when you first start off. You just want them all. I did that for maybe about 2017.
So up until 2020 until I had my son. And then things just started to shift for me. I just felt like I was outgrowing, I guess, my niche initially. And you know, back then I do have to say this, and I think, Anna, you've spoken a lot about this. It's very different now, starting a private practice. It's not what it used to be.
Back then it was honestly easy to get referrals. Now it's completely a whole different bogging. So I, I do, you know, I am, I am grateful and blessed that I was able to start at a time where things were easier. I think things would look differently if I was just starting today.
Right. And impossible.
Just different. Yeah.
still possible, but the approach you, you take has to be different. I think a lot of clinicians when they, when they think about niching, feel like they are locking themselves into something. And that can be one of the scary parts is I, what if I don't wanna do this five years
You're a really cool example of like Spanish speaking adolescents who just recently. Migrated to the United States to anxious moms quite the shift. Did you struggle with feeling like you were making some huge pivot? What was that, that evolution like? Or did it feel, just feel natural because of your own experience?
So I think what helped right, was also in the midst of all this, we had COVID, right? And I had a baby, so I did take some time off and I was just reflecting back on, I'm a mom now, I have my own child. I don't know if I'm a good fit anymore to work with kids or adolescents. I feel like my pull was more so I need to support moms who are struggling because this is very hard work and we have to, like, I felt like I just had to advocate and speak up for all of us.
So it honestly felt natural. It was like a natural pull for me. And even, I've always worked with parents. Even in my nonprofit, I've always worked alongside parents, so I felt comfortable working with that
Yeah, it wasn't a completely
it wasn't a, yeah, it wasn't a completely shift, but it was just required just like logistical, like administration, like trainings and things to get to that point.
Yeah.
Cool. And then one other sort of pivot point I'm curious about that I know a lot of clinicians sit with is the decision to bring on a team to go from solo to group. So where were you in your personal caseload and your personal practice when you decided to make that shift?
So I was working primarily with the Spanish speaking adolescents, and so I had someone from my nonprofit, from the nonprofit that I was in have interest who also spoke Spanish. And so they joined and I was so ecstatic when they joined. And she is like the og, she's been with me since it started so she helped me with those referrals. Then solely I had another person come join me and then I had the third person come join me. Now we're down to two, which is honestly, I have to say, if I can give any piece of advice about a therapist trying to do a group practice. Really make sure you are thoughtful with the people that you add to your practice.
I can't stress that enough. I think that's so important because at the end of the day, all those people represent your practice and what you want, like your branding essentially. So be very thoughtful with that. So now I have two and I'm very content with that number. And we all have a nice blend together.
I will say one of the things I did struggle with was when I shifted my niche, I did worry were they not gonna be okay with that? Were they gonna say I don't really wanna work with
moms. Yes. And I was very transparent throughout the process. I said, listen, this is where I'm headed. If you want to come join me and stay, I would love to have you.
If you don't, I totally respect that. And they stayed. So we have a nice blend. I have one therapist who has EMDR, so they do more of the trauma work. So if I have a mom who's had a traumatic birth. Perfect. I have another therapist who's O-C-D-E-R-P trained, so I have an anxious mom that is presenting with OCD.
There she is. So we all blend very nicely together with our specialties.
Yeah, you compliment one another. That's wonderful. Okay, cool. You joined competent copy about 18 months ago, so like mid 2024. What led you to feel like it was time to make some, some pivots or some up levels in your marketing? Because like, how were things going, were things going well or what led you to feel like you needed that additional like kind of level of support?
So prior to that, I had been following you for quite some time. I think I was following you back in 2022. 2023, and I was like, okay, I'm going to do this. Not right now, but there will be a day where I'm gonna do this. And so I think I was at a point. I was in your Facebook group and I was just reading your stuff and a lot of it was so true.
It was, if you really want to get that ideal client of yours and really get those premium fees, like there's some investment level here. And I was the type that I was constantly changing my website all the time because
I remember that about you. I do.
was like, I'm not gonna, I was like, I'm not gonna a referral, lemme change my website.
And I was like, wait, no, this isn't. This isn't working. I need to step it up and invest in my practice. And so I, I, I said, whatever. Let's, let's see where the, this takes me. I literally talk about your program all the time because when I tell you I've had clients reach out to me and literally say their email, your website spoke to me.
I feel like you know me is such a game changer. Not only for the practice, for my practice, but like confidence too. Wow. Like I'm actually I worked hard, I did the work and it's paying off. So yeah, that, that's, yeah, that's what led me to
That's awesome. What reflecting back on your time in Confident copy, what support or tools, like what stood out to you as far as the valuable pieces of your experience there? I.
Oh, honestly, like. Confident copy, I have to say, really pushed me to my limits, right? So by nature, I'm an internalizer, right? I sit back, I watch, I don't put myself out there. And so one of the things about your program that I think really helped me and I needed was to put myself out there. Like you read copy in front of people that you don't know and you know, if, if that's not taking a risk.
Right then. Then I don't know what is right. So I think that that really pushed me to not only challenge myself and trust myself and put myself out there, but also the feedback that you give, right? The live feedback that you give about copy and suggestions. I think that is so helpful. I also liked how you had the Facebook group and you said, if you want feedback, give feedback back.
I thought that was genius, right? Because it kind of, again, accountability. So I think that truly helped. I have to say writing copy. I thought coming into, I was like, I've got this. I know what to write. No, it was hard. It was hard work, but I, I needed that. I, I think it helped me to, again, gain a level of confidence that I think was really blocking me from really putting myself out there.
Because again, and I know you've mentioned this too, if no one knows who you are, what's the point? If you're not putting yourself out there. What is the point with where you're going? And I think that's what's up to me. Like you do have to do it. You have to do the work, and it will pay itself off.
Now, maybe not as fast as you would like it to be, but it will.
Yeah. Yeah. It's one of those interesting things about Confident Copy where I, people think it's a marketing program or a copywriting program, and it is, and it's also so much more than that, like that experience you're talking about, about like having to. Dig deep and being pushed a little bit.
Like those things have to happen in order to excavate the, the end product that is actually getting you those emails from people. And I love knowing that you're, you're left with confidence. I didn't name this program unintentionally. That there is confidence that comes from doing that hard work, getting clear on why you're good at what you do, knowing how to talk about that.
There's power in that that flows into all of your marketing, not just your website.
Absolutely. Oh, absolutely. I grew a lot from that program. I did. And it was great to hear from other therapists too, and what they were stuck with or struggling with to feel like, okay, I'm not alone here. We're all in this together. So it was, it was by far the best investment I could have done for my practice.
Not of just my website. Just like you said, just everything,
That's
how you carry yourself. Yeah.
you hadn't joined Confident Copying, it was a hard question, maybe. Where do you think you'd be? Right now because you, it's not that you weren't successful, right? It's not that confident copy. Like you, you weren't, and then you were, it, it was more of sort of this, this like shift in upleveling
I think I still would've been in a place of grappling how to, I probably still would've been going back and forth with my website, to be honest with you. Yes. Yes. Working, you know. Trying to do so many different marketing strategies all at once instead of like trying to focus and stick to one thing.
That's another thing I felt like I learned too, like, I think when you first start off or when you're in a place of feeling like, oh no, where are the referrals? You start to panic and try to do all the things. I've been there, it doesn't work. You just get lost and nothing ever gets done. So I think this really centered me and grounded me.
And without confident copy. Oof. I, I don't know. I don't think I would've, I don't think I would've gotten the confidence I have now or the growth, and maybe I would not have had the self-pay client increase that, that I've had since then. I wanna say, I think I was like calculating this the other day.
I think I wanna say 75 to 80% of my caseload is self-pay.
That's awesome.
Prior to that it was all insurance. And, and I feel confident telling people, yeah, I'm sorry, I'm out of network. Before I felt bad. Saying that, and now I'm like, yeah, this is, and if this doesn't pan out, that's totally fine.
But yeah.
That's a cool thing. So yeah, tell me more about what you've seen. And some of that is tangible, right? 80% of your caseload being self-pay were, before it was all insurance is huge, but also like the, especially when it comes to your team, like the way that you show up as a leader, consult calls, what else have you noticed?
Change.
So I think I've also realized too, that you have to be anchored, right? Because I felt like for a while I was doing too much, right? And so I think now I am more centered, right? I am more present. To, for my team, I felt like before it was very overwhelming trying to chase referrals and trying to have a caseload and have my team.
But I feel like we're all in a place of, I guess, calmness. I don't know what other word to use, right? Calmness. But, you know, with my team, I'm very transparent with them. I am not the type of person or I guess leader to say, you have to take this referral. No. If you feel like it's not a good fit, it's not a good fit.
I feel that we, again, I think we're just a good fit, so we're able to blend nicely together and work really well together and really be understanding and, and patient too.
Um,
it sounds like.
there is, there is. It's, it's, it's a nice, it's a nice flow and I think where I'm at with my practice, I think I, I, this is a good season where we're at.
I don't have a pull to keep growing. Because then that would mean that things would have to be reduced, and I'm just not ready to do that yet. But we're in a, in a good season, I would say I feel like I'm in a really good season with my ca how my caseload has evolved.
That's wonderful. I think if any of us could have our businesses defined by the word calmness, we'd probably be happy with that. That's a, that's a beautiful place to be, to have that sense and that feeling about your practice. Absolutely. I'm curious, as you have started to interact with those clients, so like you, you know, you mentioned you'll get an email, like your website spoke to me or, or that kind of thing.
Are those converting, well obviously you've, you're, you've grown that self-pay caseload. What, what has talking to your clients been like and, and that kind of initial rapport building? Do you feel like you, are they coming in already with a good understanding of what it is that you do and ready to do the work? Are they the right fit? Do you feel like you have to do kind of some legwork around that? Do
No, I do know what you, what you mean. I feel like the client that I've been wanting is exactly what I'm getting. I have yet to have that feeling. Yes, I have yet, and I've been in this place where you get a client and you're, you instantly know this is not a good fit. I have not felt that. I feel like every single person on my caseload, I enjoy working with them.
I get excited to see them. I get excited to know what they're gonna bring to the table because it's exactly the ideal client I want. They are exactly what I want. And so when we start off the intake call, it's very like, this is what I'm struggling with. Okay, so I can do that for you. Let's schedule, and it, and it just kind of like goes from there.
Which is again, I can't stress this enough. It's such a good place to be in because
It's one of those intangibles that is just so valuable.
Yes, I've been in a place and along with other therapists where they feel like their caseload is very overwhelming and stressful and working overtime and I don't feel that whatsoever.
So I can't stress enough, the power of being clear with your ideal client.
Cool.
yeah.
I know a burning question for me and everyone listening is around what you're doing now in your marketing. Now you mentioned before that like panic hair on fire, do all the things, experience, which is so common. I think most clinicians can resonate with that and now you feel, you said, more centered and more focused and that is one thing we really focus on in Confident Copy.
As you leave. Don't go do all the things, find the handful of things you're gonna do well and then commit to them. And so what are those things for you? What is your kind of marketing rhythm looking like these
Yes, yes. So I have a few O-B-G-Y-N contacts here in my area that are constantly referring to me. So I nurture those relationships. I do a, I join a, mommy and baby group at my kids' pediatric center like every three months or so. And I, I get a few, not many, but a few referrals there, right? Just to put myself out there.
And what I try to do is I try to send my information to OB GYN offices or pediatric centers that are new to me. I created a whole Excel sheet of who I sent to, who do I still have to send to? And I don't. Hyper focus too much on that because that's, I feel like it's a, it's a lot to have to do, I'll be honest.
But I mostly center on making sure that my website is working accordingly. I recently just got new headshot, so I was working on that, updating my site on that. I got a new, uh, Walker template that I'm excited to dabble with. And just connecting with the people that send me referrals and making sure that they constantly know, you know where I'm at and if I'm receiving referrals if I'm not. So I think that has worked really nicely for me.
absolutely. Networking. Is, it just reigns supreme right now. It's, it's what I have seen across the board as well. You can, you can post on social media if you want. You can run Google ads if you, you can do lots of things, but at the end of the day, relationship building surprise, surprise is what can really move the needle for lots of folks when you're reaching out.
I, I can imagine this question is popping up for folks when you're reaching out to those physicians, which can be one, it's one of those stereotypical marketing things where oh, I'm a therapist and I go to the, doctor's office. You, yours is obviously more niche specific as an ob, but what are you sending or how are you initiating that contact, especially if they're new to you and you don't necessarily have an in already.
Yeah, so what I do is I try to find if there's like an office manager, whether I can get that information through the website, like who is that contact person that is receiving the calls? That is orchestrating referrals, right? It's not the ob gyn. So I try to see who that is. I try to reach out and introduce myself and say, Hey, listen, you know, I came across, uh, your practice.
You know, I am. This is who I am, this is what I do. I would love, you know, to be of support for your clients and also know more about you. So if I have a potential mom that wants to switch OBGYNs, you know, I can give her some of your information, right? It's like a, like a two way street. Here. Let's help each other out.
What else? That's mostly it. There have been other OB GYN offices that I have sent like a, like a pamphlet or something to, and you know, sometimes that's a hit or miss, right? Sometimes it goes somewhere, sometimes it doesn't. But one time I got a call from an OB GYN office that was like an hour away from where I live and she called me.
She's I got your information. Your stuff sounds great. I would love to add you to our referral list. You just never know what you're gonna get. But I've learned that if you don't do it, you're, you're ged, nothing.
Yeah. Yep. I love your attitude about that, especially when you're reaching out to complimentary professionals, especially if they're physicians. It's a volume game. You're not gonna hear from every person you reach out to. That's true of any type of networking, right? But you have a handful of really meaningful, good connections where people know you and refer to you.
That's all you need. But it is a matter of being willing to just put it out there and hold it very loosely. It may or may not turn out, but like you said, if you don't try, then we know what's gonna happen. so just being willing to, being willing to put yourself out there, like you were saying earlier.
Yes. Yeah, absolutely. Yeah. I think, like you said, don't get hung up if you don't get anything in return. I also think too, like you've mentioned this before, like marketing is a very slow process. Like sometimes you just don't realize that, it takes time and that's okay. It's part of the process.
I felt like for at the beginning stages of my practice, I was always in panic mode because I felt like I wanted things to work really quickly. come on. And then you get to a point, I, I'm not exaggerating. It got to the point, maybe the summer, interestingly enough, summer tends to be a slow month for therapists, but I found that like in the recent leading up to summer, I was bombarded with referrals and so it hit all at once.
So I was overwhelmed, but. Different, overwhelmed. And so it's just interesting and I felt okay, this is what Anna has been talking about. Just sit back and wait for things to unfold because they, they will, you just, you just have to lean to time sometimes that, that's hard, especially as a, entrepreneur that's, that's a hard thing to sit around and wait for sometimes.
Yeah, yeah, absolutely. And like you said, the game has changed. When you started your practice in 2017? I wasn't yet on the scene. I started supporting clinicians in 2019, but even then, like. Marketing was different. Marketing was arguably easier then starting a practice and getting clients was, was a bit simpler.
These days. Still possible, more complex and, and time is a bigger factor here. I think the clinicians that are most successful right now are the ones who have the long view who are in it for the long haul, who are, who are thinking with that long game in mind. 'Cause it, it, it doesn't happen overnight.
You might see those like random case studies of people that fill their private pay caseload in two months or whatever. That's not realistic. And having realistic expectations, that's what sets you up to not be miserable right in, in that growth period.
Absolutely. Like this holiday season, things are slowing down and in a year or two. Two years ago, I would've been freaking out panicking. I'm embracing it like I'm gonna embrace a slowness because I know this is like a cycle, right? And then we'll get back to a place where we'll get referrals again.
So just, I'm just going with the flow of it because this is exactly what it looks like and there's nothing that I'm not doing enough of or doing wrong. It's just this is the nature of the work that I do.
Yeah, that's a powerful thought to, to be, to be grounded in. I'm curious, Gily, and maybe the answer is just enjoying what you've built, but what's next for you and for your practice? Do you have goals for what's coming or is it just enjoying this calmness and, and the, the sustainability you've created?
I, I do have goals. I have a lot of goals. And so one of my next steps that I truly want to do is I do wanna create a podcast for moms. That's kind of my next, yeah, that's kind of my next thing. I do love to educate. By nature. It's funny, before becoming a therapist or anything, when I was younger, I wanted to be a teacher.
So like I have this like, educator part of me, so I really wanna create a podcast. So that's, something that I wanna work on. But for right now it's just enjoying kind of where I'm at with my practice. I'm really leaning into it because it, it feels good and I'm just gonna, I'm, I'm going with it for right now.
Oh, good for you. That's again, a beautiful thing. If people, if people's goal could be to just. Sit where they are and en enjoy that. That's, that's huge. I love that. For you for, for clinicians that are sitting here right now, maybe they're in a place where they're early on in their practice and kind of in that panic hair on fire situation, maybe they're sitting with the idea of, of needing to evolve or pivot their niche.
Kind of like you, a couple of those interesting inflection points in your practice. What would you say to, to those therapists who might be listening right now?
I think what I would say to them is really take time to think about who that client is for you that you think and get excited for, right? Like the way I thought about my ideal client was I literally came up with a person, like a character. Of what their, challenges were, who they were, what they did, right?
Like I really created this image in mind. So what I would say to, to clinicians is, take the time, even if you feel like it could be a waste of time to sit and think about it, but it will pay off. Just think about who this person is, who is the client that you truly, truly enjoy seeing and working with, and it doesn't feel. Work, honestly, when you're meeting with them, like with my clients, I don't feel like I'm working right. It just, it, it just feels, and I keep saying I'm, but it just, it feels good. It just feels like a good fit. Like we have a good synergy going on. And that's because I worked really hard to think about who I wanted to work with. And it's okay to say that, I think a lot of times therapists feel like. I'm here to help. Yeah, you are here to help. But you also need to understand that with that comes limits and boundaries. You can't help everyone. And that's the narrative that, I think a lot of therapists are pulling away from right now.
But like you can't help anyone. That's not the expectation. Think about who you really want to be in that room with and think about who you don't wanna be in the room with. 'cause I think that's also important.
Absolutely. And yeah, and getting really, really comfortable with that. If you don't know who you're talking to, how is your marketing gonna work? It's, it's when you get clear on that, that you finally can make decisions in that direction that are gonna call that person in.
Absolutely. It's huge. It's
Yeah. Cool. All right.
One last question for you. What would you say, I, I'm, I feel like there are two points for you that I've, that I've heard. So 2017, Gily, right? Starting your practice and then 2020, Gily, where you make kind of this, this new evolution in and the next, the next level of your practice is born. So what would you say to 2017, Gily, and what would you say to 2020?
Oh, 2017. Gily, I would say you are starting off great. I'm proud of you. You have so much more to learn and to grow from. Hang in there, right? Continue to trust your gut and 2020. Gily, I would say you are going to be so proud of yourself in 2025. I know it feels hard right now, but trust me, it will get better. It will. You will, you are going to achieve what you've been working so hard for.
Hmm.
Um, I know it's oh
Yeah. And I bet that 2020 mom version of Gily would appreciate hearing that too. 'cause you were in a season yourself there. And, and here you are on the other side now being able to support. Other women in, in
yes.
transition as well. That's powerful.
Yeah. No, it's huge. It's huge. And, and again, it wasn't easy work, right? I don't wanna sit here and say it was easy. No, it was hard. It was challenging. You know, there were a lot of hours that, the evening hours after putting the kids down to bed that I put in the work. But I knew that this is what I wanted.
And I was very clear with that. This is what I want. And I know that if I want that I have to put in the work. Like I, success is not just, it doesn't happen like you have to. Gotta create it.
Yeah. Awesome. All right, Gily, thank you so much for sharing this story with us. I am leaving inspired and I know everyone listening is too. So thanks for this time and for for your expertise and wishing you all the best in this new year in your practice.
Thank you so much, Anna. And again, I'm so honored to be a part of this podcast. Also, I would never, 2020, Gily would never even imagine that she would be joining Anna Walker's podcast. So thank you so much.
It is an absolute pleasure to know you. It's my pleasure. Thank you.
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Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by Anna Walker—marketing coach, strategist, and founder of Walker Strategy Co—each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.
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