We caught up with the brilliant and insightful Grace Montes a few weeks ago and have shared our conversation below.

Grace, appreciate you joining us today. Setting up an independent practice is a daunting endeavor. Can you talk to us about what it was like for you – what were some of the main steps, challenges, etc.

Starting Arbor Counseling Centers was a journey filled with excitement, uncertainty, and a lot of learning along the way. My colleague Cynthia and I spent about a year saving up before taking the leap. Originally, we planned to have three partners, but life took a different turn, and it ended up being just the two of us. Even with that change, we both knew we wanted to build something meaningful—a group practice where we could truly support our clients in a way that aligned with our values.

In the beginning, we accepted insurance because we wanted to make therapy as accessible as possible. But by 2022, I found myself completely burned out. Shifting to a private-pay model was one of the hardest decisions I’ve made. I went from a full caseload to just a handful of clients, and it was terrifying. But I also knew that if I kept going the way I was, I wouldn’t be able to show up for my clients—or myself—the way I needed to. Having a strong partnership with Cynthia made all the difference during that transition. We leaned on each other and stayed focused on our long-term vision.

One of the most important things I did was build connections within my community. I joined a BNI group and made networking a priority, which helped grow our practice in ways I hadn’t imagined. I also launched Coffee and Connections, a networking series for mental health and wellness professionals, which is now in its third year. Creating a space for professionals to support and learn from one another has been one of the most rewarding parts of this journey.

Since opening in 2019, I’ve had to wear many hats—therapist, business owner, marketer, and networker—but I’ve come to appreciate the growth that comes with each role. Running a practice has helped me discover who I love working with and has given me the freedom to build a practice that truly aligns with my values.

If there’s one thing I’ve learned, it’s that running a practice isn’t just about helping clients—it’s also about taking care of yourself. Whether you’re in solo practice, a partnership, or part of a group, finding balance between your work and personal life is key. And the truth is, being an entrepreneur means stepping into a lot of unknowns. You’ll have to figure out things you never imagined, take risks that feel scary, and make mistakes along the way. The hardest lesson I’ve had to learn is how to get comfortable with failure—and to keep going anyway. Today we are now a group practice that has 3 partners (Cynthia Vanadium, Stacy Santacroce, and Grace Montes). In May 2023, Cynthia and I had an opportunity to add a new partner, Stacy who shared our vision and values on counseling, leadership, and partnership. Having partners with different strengths has been one of the reasons that we have been able to thrive. Cynthia dreams big and loves to provide a vision and foundation by managing finances and hiring. Stacy is our anchor and clinical soundboard. She helps us stay grounded and committed. My strength is being a connector and helping us grow through building relationships with the wellness community.

Thinking about giving up is normal. Getting frustrated is inevitable. You’ll have days when you wonder if you made the right decision, and imposter syndrome will creep in. But in those moments, it helps to go back to why you started in the first place. If you’re in this field because you truly care, because you want to make a difference, and because you’re willing to keep growing as a professional and a person, then you’ll find your way.

For anyone thinking about starting their own practice, here’s what I’d say:

Trust the process. Growth takes time, and the hardest transitions often lead to the best outcomes.
Build your support system. Whether it’s a business partner, mentor, or networking group, having people to lean on makes all the difference.
Stay connected to your community. Relationships matter—whether it’s through networking groups, professional events, or collaborations. Coffee and Connections has been a huge part of how I’ve stayed connected and helped my practice grow.
Embrace all the roles of being a business owner. Therapy is just one piece of it—there’s also leadership, marketing, finances, and so much more.
Pay attention to who energizes you. Not every client will be the right fit, and that’s okay. Figure out who you love working with, and let that guide your practice.
Expect failure and doubt. They’re part of the process, but they don’t define you. Learn from them, adapt, and keep moving forward.
Remember why you started. On the hard days, reconnect with your purpose. Passion, integrity, and commitment—not quick success—are what will sustain your practice in the long run.
Looking back, I wouldn’t change any of it. Every challenge has helped me grow, and every risk has brought me closer to building something I truly believe in. If you’re on this journey, know that it won’t always be easy—but it will be worth it.

Grace, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’ve been working in mental health since 2007, and my journey into this field happened somewhat by accident. I started college as a business major but found myself drawn to a social psychology class, which sparked an interest in understanding human behavior. There was also a lot of existential questioning happening in my life, and psychology offered a way to explore those questions. I decided to switch my major, and that’s when everything changed.

My early work in a child outpatient mental health department gave me invaluable experience. I observed shadow groups, conducted assessments, and participated in psychiatric evaluations. This is where I began to understand the power of counseling—not just as a tool for personal growth, but as a lifeline for families. I saw how therapy helped children build their self-esteem, how parents learned the skills to support their kids emotionally, and how families who were struggling with hopelessness found empathy and unconditional support.

This resonated deeply with me, especially because my parents always emphasized the importance of helping others with kindness. As the oldest of three and a first-generation American, I know what it feels like to not fully belong, which is part of what drives my passion for this work.

Today, I primarily work with women in leadership positions or entrepreneurs dealing with imposter syndrome, depression, self-esteem issues, and anxiety. I always remind my clients that therapy isn’t easy; it’s about doing the deep, transformative work needed for growth. What I’m most proud of is hearing from my clients that they feel truly supported and that our sessions are making a real difference in their lives.

I’m known for having a caring yet tough approach. My goal is to build strong relationships with my clients and help them identify and achieve their goals. Our practice’s tagline, “Embrace your growth, find your roots,” reflects our belief in reconnecting with oneself, growing through challenges, and finding stability.

What sets us apart is our commitment to empathy and understanding, creating a space where clients feel safe to explore their struggles. We aim to empower clients to navigate complex challenges, particularly those in leadership and entrepreneurial roles. We’re also unique in our approach to finding the right fit for each client. We offer a complimentary consultation to ensure that we match clients with the therapist who best meets their needs. And if, after the consultation, we don’t think we’re the right fit, we’ll provide resources or guidance to help them find the support they need.

For anyone considering therapy, I want them to know that it’s about real growth and change. Therapy is not advice-giving. It’s a process, and while it may not always be easy, it’s definitely worth it. I believe in every person’s ability to transform and live a fulfilling life, and I’m honored to be a part of that journey.

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

I believe what helped build my reputation is a combination of experience, relationship-building, and a commitment to ongoing learning. My background in working with various mental health organizations allowed me to establish strong professional connections within those spaces. I approach my work with an “eternal student” mindset, always open to learning and being challenged. This perspective has allowed me to enter different environments with curiosity and a willingness to grow.

I also take great pride in helping others and sharing what I’ve learned along the way. I enjoy mentoring and training new professionals, and I believe my collaborative nature has helped foster strong, trusting relationships with colleagues. These relationships have been crucial in generating referrals and recommendations for my services.

Mental health can be a tricky field because clients often don’t openly share that they’re seeking therapy due to fear of stigma. That’s why I’ve worked to change the conversation around emotional wellness. I focus on making emotional health accessible and showing how it plays a critical role in improving relationships and creating healthier work environments. By reframing the conversation and normalizing the importance of emotional well-being, I’ve been able to help others see therapy as a valuable tool for growth and self-care.

How did you put together the initial capital you needed to start?

When Cynthia and I started our practice, the landscape of mental health practices was different from what it is today. Starting a practice now is often easier and requires less capital, but back then, we knew we needed a solid financial foundation to minimize the stress of overhead as we got off the ground. We made a strategic decision to create a small capital fund that would allow us to start the practice without worrying too much about financial burdens.

We agreed that one of us would take insurance while the other would stay out of network, allowing us to test which approach would be most effective for the practice’s growth. Together, we set up our LLC, opened a business bank account, and began saving diligently. We set up a monthly stipend savings plan and ended up with a fund between $6,000 and $8,000.

At the time, there were no streamlined platforms or growth tools to help with overhead and credentialing, so we had to take on those responsibilities ourselves. Because of this, we made the decision to start by taking insurance, which would help us build a client base without dipping too heavily into our initial capital.

The capital we saved was essential for covering the initial costs—rent, malpractice insurance, and furnishing the office. That initial financial commitment set the stage for us to focus on building our practice without the added pressure of financial strain. It was a challenging but rewarding process that helped us set the foundation for what we have today.

Contact Info:

• Website: https://www.arborcounselingcenters.com
• Instagram: https://www.instagram.com/arbor_counseling_centers/
• Facebook: https://www.facebook.com/arborcounselingcenters/
• Linkedin: https://www.linkedin.com/company/arbor-counseling-centers/
• Youtube: @ARBORCounselingCenters
• Other: https://www.instagram.com/coffeeandconnectionsnj/

Image Credits

Some were taken by camera and the more professional ones were by these two photographers:
Craig Smith – https://www.photosbcs.com
Michael Haines Photography https://www.michaelhainesphotography.com.au