Datasheet · Therapist value analysis

Increasing Net Therapy Revenue (NTR) per client

One forward-looking value figure for every therapist — what it shows about pricing, retention and last month’s placement flow, and what to do about it.

The objective

Increase NTR per client

The measure

Projected 12M NTR per client

1 · Project

Sessions to 12M

Each client is matched to historical peers at the same point in their journey and inherits their average outcome — similar clients follow similar paths.

2 · Ground

In evidence

Estimates lean on the platform average until a book builds its own track record, then follow the therapist’s own results.

3 · Price

× commission / session

25% of gross, counted on all sessions purchased — prepaid float neither inflates nor deflates anyone.

4 · Result

SDR × £/session
= 12M NTR

One comparable value per therapist.

What drives value

Price and retention together

Proj 12M NTR per client: <£90 £90–119 £120–149 £150–179 £180+

Excludes therapists with 5 or fewer clients. Hover for detail.

The roster

Top 20 and bottom 20 by projected value

TherapistSDR tierOverall tierClients% reach 3+ sessionsProj 12M SDRGross / sessionNTR / sessionProj 12M NTR

Top 20. The % reaching 3+ sessions is the strongest single driver of SDR — retention is won or lost in the first three sessions.

TherapistSDR tierOverall tierClients% reach 3+ sessionsProj 12M SDRGross / sessionNTR / sessionProj 12M NTR

Bottom 20. Two distinct causes: weak early conversion at healthy prices, or adequate retention priced far below market.

Placement flow

Where the last 30 days’ clients went

TherapistClients in last 30dSDR tierOverall tierGross / sessionProj 12M SDRProj 12M NTR
Confidence check. The independent Cohort Analysis shows the £120 from this report is in line with the Cohort Analysis — two separate methods agreeing gives good confidence in the 12M projections.

The opportunity

What the bottom tiers cost us

£95Weak / Poor recipients

Projected NTR per client placed there last month.

£147Everyone else

Projected NTR per client for the rest of last month’s recipients.

£4.9kPer monthly cohort

Projected uplift from re-routing bottom-tier intake.

The target

£150 NTR per client

Recommendations

Four moves

1. Route by overall tier

  • Share these findings with Nicole and Patrycja so the placement team can be instructed.
  • Default new placements to Good and Excellent therapists with open capacity; the legitimate reason to place into Weak or Poor will be price — some clients need lower-cost therapy.
  • Build projected 12M NTR into hosts’ targets alongside conversion and CPA.
  • First verify whether zero-intake Excellent therapists are full or simply not front of mind.

2. Change the revenue model for Weak and Poor therapists

  • Move anyone graded Weak or Poor from 25% commission to £100 per placed client plus 10% of gross.
  • On their current books this lifts our take from £94 to roughly £138 per client, and guarantees every placement clears its acquisition cost.
TherapistOverall tierClients (30d)NTR at 25%Flat fee10% of grossNew model NTR
Dominika KrawiecWeak13£99£100£40£140
Davina DobbsPoor13£84£100£34£134
Julia LoveridgeWeak8£100£100£40£140
Anna LynchWeak8£94£100£38£138
Amy LambPoor8£87£100£35£135
Larry WatsonWeak6£103£100£41£141
Martha StarrWeak5£92£100£37£137
Bethanie ChapmanPoor5£85£100£34£134
Total66£93£100£37£137

Weak and Poor therapists who received 5+ clients in the last 30 days. New model: £100 per placed client plus 10% of projected gross, versus today’s 25%.

  • Test communicating this to 5 of these therapists to understand appetite and response before any wider rollout.
  • Consider using the same structure for new therapists with low fees: at 25% and average retention, therapy priced under about £90 a session cannot mathematically reach £150 for us, so lower-priced therapists need a higher percentage or a flat element from day one. The exception is exceptional retention — Nova Nolan reaches £175 at £66 a session by keeping clients for 10+ sessions — but new joiners cannot demonstrate that on day one.

3. Focus coaching on SDR

  • The % reaching 3+ sessions is the dominant SDR driver — concentrate coaching on first-session experience and getting sessions 2–3 booked.
  • The first 2-session block is the critical retention moment: far more clients are lost at the first renewal than anywhere else, so continuation past block 1 is the second coaching priority.
  • Weekly cadence correlates with retention throughout; widening session gaps are the earliest churn warning.

4. Keep the model up to date

  • Re-tier monthly; treat boundaries as soft for books under 25 clients.
  • Re-fit the projection curves in October once post-subscription cohorts mature.
  • Data hygiene: remove the Dev Therapist test account at source, resolve the unnamed therapist ID, add Order Id to the sessions view.