We’re excited to introduce you to the always interesting and insightful Sandra Kushnir. We hope you’ll enjoy our conversation with Sandra below.

Sandra, thanks for joining us, excited to have you contributing your stories and insights. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.

Starting Meridian Counseling was one of the biggest and most transformative risks of my life. Leaving behind a stable 9-5 job and a steady salary to pursue the dream of opening a small private group practice was a daunting decision. At the time, I never imagined it would grow into what it is today, servicing over 8,000 clients throughout California and Utah and employing hundreds of therapists. The decision to take this leap was heavily influenced by my background and family history.

Growing up as a first-generation American, with parents who immigrated from the former Soviet Union, taking financial risks was terrifying. My parents had experienced significant trauma, including losing everything when they left their home country. This background instilled in me a strong awareness of financial stability and security. The idea of potentially risking my financial future was scary, and I was deeply aware of the fear that my parents had around money.

Yet, in a strange way, this fear became a driving force. I knew that failure wasn’t an option. The fear of financial insecurity made me work extremely hard, especially in the early days of starting the company. I put in long hours, often working late into the night, to ensure that I was doing everything I could to make Meridian Counseling successful. I was driven by the need to prove to myself and my family that taking this risk was worth it.

Looking back, getting out of the fear mindset has been one of the biggest challenges. That constant worry about whether things would work out was always in the back of my mind. But taking the risk was ultimately worth it. Meridian Counseling has grown beyond my wildest dreams, helping thousands of people and creating a supportive community for both clients and therapists.

In the end, that little bit of fear—while difficult to manage at times—pushed me to build something meaningful. It taught me resilience, determination, and the value of taking calculated risks. I am proud of what Meridian Counseling has become and am grateful that I had the courage to take that initial leap.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My journey into the field of psychology began during my undergraduate years, where I fell in love with the study of human behavior, particularly relationships. The intricate ways in which people connect, communicate, and understand each other fascinated me. This passion led me to pursue a master’s degree in marriage and family therapy, where I found my calling. Going through the program was transformative—not only did it deepen my understanding of psychology, but it also helped me understand myself better. It revealed how layered people, relationships, and social dynamics truly are.

One of my biggest realizations was how emotional and relational intelligence isn’t emphasized enough in traditional education. Many people go through life without truly understanding their emotions or the dynamics in their relationships. This gap inspired me to help others grow in these areas. The more I learned, the more I became passionate about making therapy accessible and destigmatizing it. I truly believe that therapy can be life-changing; it allows individuals to unpack, process, and understand their experiences in a profound way. Unfortunately, so many people avoid therapy or are afraid of it due to the stigma that surrounds it.

This passion drove me to start Meridian Counseling, a mental health practice dedicated to providing accessible, quality care. Today, we offer a wide range of services, including individual, couples, family, group, and child therapy, as well as medication management and intensive outpatient programs (IOP). We serve over 8,000 clients across California and Utah, offering both virtual and in-person services to make sure that help is available wherever people need it.

What sets us apart at Meridian Counseling is our commitment to breaking down barriers to mental health care. We work with all insurance plans, including Medi-Cal and Medicare, to ensure that cost isn’t a barrier for those seeking help. Our approach is holistic, focusing not only on treating symptoms but also on empowering individuals with the skills and insights they need to lead fulfilling lives. We believe in the power of community, providing support and a sense of belonging through our various group therapy options.

I am incredibly proud of the impact we have made, helping thousands of people access therapy and start their healing journeys. For anyone considering therapy, I want them to know that it’s a courageous step toward understanding and growth. At Meridian Counseling, we are here to support them every step of the way, providing a safe space to explore their thoughts and feelings, learn about themselves, and build healthier relationships.

My mission has always been to make therapy less intimidating and more approachable. I believe everyone deserves the opportunity to explore their inner world and improve their emotional and relational intelligence. It’s not just about overcoming challenges; it’s about thriving, understanding yourself better, and building the life you want. That’s what I hope to offer through Meridian Counseling.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Building a strong reputation within the mental health market has been a multifaceted effort, rooted in brand awareness, networking, quality care, and accessibility. From the start, I knew that creating a memorable and consistent brand identity was crucial. That’s why we focused on developing a brand logo, name, colors, and overall vibe that not only stand out but also resonate with our mission of providing compassionate and effective mental health care. Our brand is designed to be welcoming and approachable, helping to break down the stigma often associated with seeking therapy.

In addition to our visual identity, I invested a significant amount of time and energy into building professional relationships and establishing credibility within the field early on in my career. Networking has been a key component of our success. By connecting with other mental health providers, community leaders, and organizations, we’ve been able to create a network of support that extends beyond our immediate team. These relationships have been invaluable in building trust with the community, which is essential for a mental health practice.

Quality care has always been at the heart of Meridian Counseling. We prioritize providing accessible, high-quality services to our clients, accepting all insurance plans, including Medi-Cal and Medicare. Our goal is to ensure that cost and accessibility are never barriers to receiving the help people need. By offering a range of services, including individual, couples, family, group therapy, and more, we meet the diverse needs of our clients. This commitment to quality and accessibility has helped us earn the trust and respect of our clients and the broader community.

Being authentically myself as a founder has also played a significant role in building our reputation. I’ve always believed in leading by example and building a company that reflects my core values and beliefs. This authenticity resonates with people—whether it’s our team, our clients, or our community partners. They can see that Meridian Counseling is not just a business but a mission-driven organization dedicated to making a positive impact. By staying true to myself and our mission, I’ve been able to create a company culture that values integrity, compassion, and excellence.

Our reputation within the market has been built through a combination of strategic branding, strong networking, a commitment to quality care, and authenticity. By focusing on these elements, we’ve been able to establish trust and credibility, making Meridian Counseling a respected and trusted name in mental health care.

Training and knowledge matter of course, but beyond that what do you think matters most in terms of succeeding in your field?

In the field of mental health, success goes beyond just training and knowledge—it’s about who you are as a person and how you approach your work. For me, being genuine and authentic is essential. It’s important to be true to yourself and transparent in your interactions, whether it’s with clients, colleagues, or other providers. People can sense when you’re genuine, and it helps to build trust, which is crucial in this field.

Working on oneself is equally important. Self-awareness and self-reflection are ongoing processes. It’s vital to constantly evaluate your motives and ensure you’re not leading with ego. Staying humble is key; it’s about recognizing that you don’t have all the answers and being open to learning from others. The mental health field is always evolving, and there’s always more to learn. Continuously educating oneself and staying curious allows for personal and professional growth.

Valuing the people around me has also been instrumental in my success. I wouldn’t be where I am today without the support and trust of my clients, colleagues, and the wider community. Staying grounded and remembering the contributions of these individuals is crucial. It’s about showing appreciation, being a good listener, and maintaining those relationships. Building and sustaining a supportive network of providers, colleagues, and clients is essential for long-term success.

Finally, never forgetting my “why” has kept me focused and aligned with my core values. Remembering why I started Meridian Counseling in the first place helps guide my decisions and actions. The purpose has always been to make therapy accessible and destigmatize mental health care. Letting ego drive decisions can lead to losing sight of this mission. I firmly believe that ego is the enemy; it can cloud judgment, create conflicts, and distance you from your true purpose.

By staying grounded, valuing the people around me, continuously reflecting on my actions and motives, and never losing sight of my core mission, I’ve been able to create a positive impact in the mental health field. Success, to me, is about making a difference and staying true to the values that got me here.

Contact Info:

• Website: https://www.meridian-counseling.com
• Instagram: @sanj_kushnir and @meridian.counseling
• Facebook: https://www.facebook.com/meridian.counseling/
• Linkedin: https://www.linkedin.com/in/sandra-kushnir-lmft-9a880374/
• Yelp: https://www.yelp.com/biz/meridian-counseling-los-angeles-2