A couple of weeks ago, someone publicly called me greedy for encouraging therapists to charge premium fees for EMDR intensives.
They didn’t soften it.
I was called unethical. Selfish. Money-hungry. A passive-aggressive liar.
And even after years of doing this work, it still hit.
If you are an EMDR therapist building an intensive practice and talking openly about premium fees, this will likely happen to you at some point. Maybe not on Instagram. Maybe in a Facebook group. Maybe in a listserv. Maybe from a colleague or even a family member.
The criticism might sound like:
“Therapy should be accessible to everyone.”
“You’re taking advantage of vulnerable people.”
“That’s unethical.”
If you’ve felt that fear rise up in your chest — the shame spiral, the second-guessing — this post is for you.
Let’s talk about why this hits so hard, why sustainable fees are not unethical, and how to stay grounded when the criticism comes.
Why Being Called “Greedy” Triggers Shame So Fast
Most therapists entered this field because we care deeply about people.
Many of us:
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Took on caregiving roles early in life
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Were praised for being helpers
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Internalized that goodness equals self-sacrifice
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Absorbed money stories that equate wealth with selfishness
So when someone says, “You’re just in it for the money,” it doesn’t just feel annoying.
It feels destabilizing.
Because a small part of us wonders:
What if they’re right?
That’s shame. And shame is powerful.
You can receive 100 positive comments from therapists who say your content changed their practice. And one negative comment will dominate your nervous system for hours.
That doesn’t mean the criticism is true. It means we are human.
The Burnout Model Is Not Ethical Care
We need to say this clearly:
Seeing 35–40 clients per week at low rates is not ethical care.
It is a fast track to burnout.
Burned-out therapists:
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Struggle with attunement
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Have less cognitive flexibility
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Have reduced patience and empathy
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Are more likely to leave the field entirely
EMDR intensives require even more bandwidth than traditional weekly sessions.
They require:
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Advanced clinical training
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Careful screening and preparation
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Emotional stamina
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Post-intensive integration support
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A structured, customized experience
This is not casual therapy.
Premium fees allow you to:
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See fewer clients
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Prepare thoroughly
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Stay emotionally regulated
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Invest in ongoing training
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Offer high-quality outcomes
When we price sustainably, we are protecting the clinical container.
That is not greed. That is responsibility.
The Systemic Layer We Don’t Talk About Enough
Notice who gets questioned about their fees.
Dentists rarely get told they’re greedy for charging thousands for procedures. Surgeons aren’t publicly shamed for their rates.
Therapists, however, are routinely told to lower their fees “for accessibility.”
Therapy is care work. Care work has historically been undervalued. And our field includes a high percentage of women, LGBTQIA+ clinicians, and people with marginalized identities.
It is not accidental that this profession is pressured to undercharge.
When we collectively underprice our services, we reinforce the narrative that our work is less valuable.
When we charge sustainably, we normalize the idea that trauma treatment is specialized, skilled healthcare.
A rising tide lifts all boats in our profession.
Charging Premium Fees Doesn’t Mean You Don’t Care
One of the loudest internal fears therapists have is this:
“If I charge more, I’m abandoning the people who need help most.”
But here’s the reality.
You cannot fix systemic healthcare inequities by charging $40 an hour and burning yourself out.
What you can do is build a sustainable practice that allows you to:
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Offer intentional sliding scale
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Provide pro bono strategically
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Donate to causes you care about
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Support your family
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Pay off student loans
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Invest in further training
I charge premium fees in my practice.
I also maintain several very low-fee clients.
I can do that because the rest of my practice is sustainable.
If I undercharged across the board, I would not be able to offer that flexibility.
Premium fees create options. Chronic undercharging removes them.
The Real Fear: Losing Credibility
Another fear underneath the “greedy” accusation is this:
What if people believe it?
What if one critical comment destroys my credibility?
This is the anxiety of being visible.
When you speak publicly about money — especially high-ticket services like EMDR intensives — you will activate people’s money stories.
Some people are inspired.
Some people are triggered.
That does not mean your message is wrong.
It often means you touched something tender.
What I Did When It Happened
When I received those comments, I made one mistake.
I responded immediately.
I was polite. Neutral. Calm.
It didn’t matter.
The exchange escalated.
So I paused.
I let myself feel the shame and the doubt.
Then I grounded myself in my why:
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I charge what I charge to prevent burnout.
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I charge what I charge to protect clinical quality.
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I charge what I charge so I can sustain this work long-term.
Then I reached out to support — my coach, trusted colleagues, my partner.
And finally, I blocked the account.
Your online platform is your home.
You are not required to host hostility in your space.
How to Stay Grounded Before the Criticism Comes
The best protection against shame spirals is clarity.
Before you ever post about your fees, ask yourself:
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Why am I charging this rate?
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How does it serve my clients?
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How does it protect my energy?
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What would happen if I undercharged?
Write those answers down.
Keep them visible.
Because when someone questions you, you will need to borrow your own clarity.
You Are Not Elon Musk
Let’s add some perspective.
If you build a thriving private practice and earn $200,000 a year, you are not dismantling the global economy.
You are a highly trained trauma therapist running a small business in a deeply flawed healthcare system.
There is nothing unethical about wanting:
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Financial stability
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Time with your family
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Space for self-care
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Freedom from constant financial anxiety
In fact, those conditions make you a better clinician.
Final Thoughts
If you are building an EMDR intensive practice and fear being called greedy, I want you to hear this clearly:
You are allowed to build a sustainable, high-fee, high-impact practice.
You are allowed to prevent burnout.
You are allowed to create financial stability.
And you are allowed to block people who come into your space with hostility.
If you want support building an EMDR intensive model that is clinically excellent and financially sustainable, download the free EMDR Intensive Client Workbook or book a consultation call.
You do not have to choose between your values and your income.
