For educational therapists
You already know how to help the kid.
What most educational therapists were never taught is how to build a practice around that skill. We help you turn it into one clear offer, priced as a monthly package, that families commit to.
A person on our team reads every application. If you're a good fit, you meet with Sean personally.
Meet Sean
In 15 minutes, Sean shares why he left the classroom, how he helps educators build coaching practices, and what it's like to work with us.
The part no one trained you for
Confident with students. Less sure about the business.
- You know exactly how to help a struggling student, but naming your price still feels hard.
- You hold unpaid meetings before a family ever enrolls.
- Your rate is set by what the other educational therapist in town charges.
- You have plenty of ideas for your practice and too few of them finished.
- You want an income, a schedule and a space of your own that reflect the work you do.
Schools don't teach executive function skills. Families are looking for someone who will, and educational therapists are already trained for this work. What's missing is the business around it.
The pricing shift we teach
Stop selling sessions. Sell a plan families commit to.
Hourly work keeps you renegotiating your value one session at a time. A monthly package gives families a clear plan and gives you income you can count on.
Hourly
$125
a session
Unpaid meetings before families enroll, and income that resets every week.
Monthly coaching package
$999
a month
Three-month minimum. One simple, virtual offer.
Example package structure. You set your own pricing.
With Sean’s encouragement, I now have the hard-earned confidence to create professional boundaries with my clients that ensure a solid relationship for both parties.
Your 4-month path
From certified to paying clients, one month at a time
Every month has a clear focus and weekly steps. Here is what members have done at each stage.
-
1
Month 1
Get certified
Seven short video modules with quizzes, about 10 to 12 hours in total, at your own pace.
Natalie Micheel enrolled her first $2,300 package 30 days after joining. -
2
Month 2
Build your offer
Write your value proposition, package your coaching instead of selling hours, and set up an outreach tracker. About 20 minutes a day.
Nicole DeVoss raised her 15-session package to $3,000 and enrolled a third client. -
3
Month 3
Meet referral partners
Word of mouth is not a strategy. You build the professional network that sends you families: local professionals and schools, short emails and coffee chats, five small steps a week.
Casey Copeland sent 10 emails and had a coffee meeting request the next morning. -
4
Month 4
Enroll paying clients
Run discovery calls, offer your package, and book the family before you hang up, with live support every week.
Barbara Richard enrolled her first client in a $3,000 Foundation Package.
Results here are atypical. Results not guaranteed.
The 90-Day Paid Client Guarantee
Do the weekly steps and post them in the community. If you don't have a paying client by the end of the 90 days, we keep working with you at no cost until you do.
- 3 or more live calls every week
- 1:1 check-ins with Kimberly and Ariel, our Coach Success Managers
- A community of 129 working coaches
- Your listing on the Find an EF Coach directory
Find an EF Coach directory
Put your practice on the map.
Every certified member gets a listing on Find an EF Coach, our public directory where families look for an executive function coach near them. It's the only directory dedicated solely to executive function coaches.
- Your name, credentials and practice in front of families already looking for this help
- A place to send schools, pediatricians and referral partners who ask about your work
- Included for as long as you're an active member
Your Name, M.A., ET/P
Your Learning Studio
Your city, state · In person and virtual
From educational therapists who've done it
In their words
The course is focused, practical, organized, supportive, thorough and experiential – in that, Sean and his team model throughout the kind of coaching you’ll want to offer your clients.
Tap to watch Jen’s story
Like many educational therapists, I had spent years building clinical expertise, but no one had ever taught me how to shape that expertise into a focused, sustainable practice. Sean’s program filled that gap. His philosophy of ‘do less better’ has been transformative.
Sean has been such a foundational support for me as a new business owner … Mostly, I feel that Sean believes in me – that is invaluable.
I completed Sean McCormick’s Executive Function Coaching Academy certification and feel more confident and prepared. Sean built this program from real-world experience, and it shows.
Wondering if it’s worth it? Watch this.
An educational therapist shares her honest answer, two years in.
Tap to watch Marie’s story
2026 EF Coaching Industry Report
What our graduates report
36
graduates surveyed
16%
landed a paying client within 30 days of certifying
Over half
landed one within 90 days
57%
coach part-time
Self-reported by graduates. Individual results vary and are not guaranteed. Read the full report
Is this a fit?
Who we accept
We accept people we believe can land a paying client. That usually looks like this.
A good fit
- You're an educational therapist, learning specialist or credentialed educator
- You want to add one clear, packaged service to your practice
- You can give about 20 minutes a day to the weekly steps
- You're willing to meet local professionals and schools
Not a fit
- You want a course to watch, not a plan to work
- You expect families to find you without any outreach
- You can't set aside time each week right now
What happens after you apply
If you're a good fit, you meet with Sean.
Sean meets with every good-fit applicant personally to guide and advise them.
Apply
Answer a few questions about your practice and what you want to build.
We read it
A person on our team reviews every application and reaches out within 24 hours if you qualify or we have questions.
Meet with Sean, one on one
If you're a good fit, Sean meets with you personally on Zoom. He looks at your practice and goals and guides and advises you on the best next steps for you.
From one educational therapist to another
A note from Sean
In 2019, I was a public school special educator, and I was ready for a change. The paperwork, shifting caseloads, and lack of flexibility were wearing me down. My mom suggested I look into a local group called Marin Educators in Private Practice. Their next meeting happened to be across the street from my classroom, during my lunch hour.
At that meeting, I heard Kara Scanlon describe her work as an educational therapist, seeing students online at $300 a session. It sounded like freedom and purpose in one. Afterward, she told me about educational therapy, two words I had never heard, and pointed me to AET.
AET gave me far more than a credential. I volunteered with Nan Freund on workshop technology. I was mentored to the professional level by Dr. Daniel Franklin. I taught a workshop now called “How to Do School.” At Dr. Mary Beth Burns’ encouragement, Bonnie Massimino and I ran “Entrepreneurship for Educational Therapists” for two years, helping colleagues streamline their practices so they could focus on what they do best: helping students learn how to learn. I have always loved AET’s founding story, of an educator who built the structure she wished existed so others could follow.
Alongside that work, I was building an executive function coaching practice. Demand grew, I trained team members in my methodology, and five years ago I turned it into a course. The first group was small, but they cared about impact the way I did. That course became the Executive Function Coaching Academy. We have since worked with hundreds of educators. Many of them are educational therapists who want a simpler practice, a clear specialty, and more time for the direct work they love.
There is no legal governing body for executive function coaching and no legally required certification. That is exactly why educational therapists, who already hold themselves to a professional standard, are so well suited to this work.
When AET invited me to sponsor this year’s conference, it was an easy yes. I am proud to be a platinum sponsor and to give back to the organization that shaped my career.
Congratulations on continuing to invest in your growth. If you are curious about adding executive function coaching to your practice, come say hello at our booth in the Live Virtual Vendor Hall on Thursday, November 5 (7–10am and 3–6pm PT), or apply here and, if you're a good fit, we'll set up a one-on-one call.
If you’d like to get to know my approach first, you can watch the webinars I’ve presented for AET, “How to ‘Do’ School in 4 Steps” and “The ADHD Support Blueprint: Ensuring a Smooth Start to Every School Semester,” in the AET membership library, or read my book, From Educator to Executive Function Coach.
I would love to hear what you are building.
Sean McCormickM.Ed., Professional Level Educational Therapist
Credentialed Special Educator (CA)
Founder, Executive Function Coaching Academy
Your training as an educational therapist is already your advantage. What sets you apart with families is the quality of your training and the support behind it.
Questions educational therapists ask
Before you apply
I'm already an educational therapist. Why add executive function coaching?
Families recognize the term, and it gives you a way to offer ongoing support between sessions and after evaluations, priced as a monthly package instead of by the hour. Members add it alongside their educational therapy work without changing what they already do well.
Will I have to stop doing educational therapy?
No. You decide how coaching fits. Some members run it as its own offer, and others fold it into the practice they already have.
I'm not a salesperson. How do I talk to families about price?
We give you a simple discovery call structure and the words to use, and you practice them with us on live calls. Most members find it easier to present one clear package than to defend an hourly rate.
I've been planning this for a while. What keeps me from stalling again?
Weekly steps that you post in the community, live accountability calls and check-ins from our Coach Success Managers. You always know the next small thing to do.
How much time does it take?
Month 1 is about 10 to 12 hours of self-paced video. After that, plan on about 20 minutes a day.
What does it cost?
We cover the investment and payment options on your call, once we understand your goals and whether we're a fit.
Is certification legally required to coach?
There is no legal governing body for executive function coaching and no legally required certification. EFCA is a private training program, and certification is awarded when you complete the program requirements.
What does the 90-day guarantee mean?
Do the weekly steps and post them in the community. If you don't have a paying client by the end of the 90 days, we keep working with you at no cost until you do.
How do I get listed on the Find an EF Coach directory?
Every certified member gets a listing on Find an EF Coach, the only directory dedicated solely to executive function coaches. Your listing stays active while you're a member.
What happens after I apply?
A person on our team reads every application and reaches out within 24 hours if you qualify or we have questions. If you're a good fit, Sean meets with you personally on Zoom to guide and advise you.
Still have a question? Email us at [email protected]
Your next step
Build the practice around what you already know.
A person on our team reads every application. If you're a good fit, Sean meets with you personally to guide and advise you.
Includes our 90-day paid client guarantee.