Practices That Work. Work That Matters.
You Don't Have to Hold It All Yourself
Add clinicians, build systems, and get back to a practice you actually enjoy.
Tracie Penunuri, LCSW
Utah State-Approved Clinical Supervisor Β· Bilingual English / Spanish
FEATURED IN
KSL News Β· University of Utah Β· Contributing Author Β· Podcast Guest
Solo β Multi-Location
Β BUILT FROM ZERO
29
YEARS IN BUSINESS LEADERSHIP
2025
PRACTICE SOLD
26
YEARS CLINICAL EXPERIENCE
EN Β· ES
BILINGUAL SERVICES
WHAT NOBODY TOLD YOU IN GRAD SCHOOLΒ
You learned how to help people.
Nobody taught you how to run the business.Β
There's a reason so many skilled clinicians are burned out, underpaid, or stuck. Graduate training gives you the clinical expertise β and almost nothing else. The financial literacy, the operational systems, the leadership skills, the AI fluency β you've had to figure those out alone, if at all. That's not a personal failure. It's a gap nobody trained you to fill. That's the gap I built this to fill. Let me help.
The Rules Are Changing Fast
AI search engines are now the front door to behavioral health practices. A clinician can have a strong Psychology Today profile and excellent SEO β and still be completely invisible when someone asks ChatGPT or Google's AI for a therapist recommendation. There's a name for getting found in those AI answers: GEO, or Generative Engine Optimization β making sure your practice shows up when someone asks an AI assistant for a therapist. That's not a marketing problem. That's a systemic shift happening right now, and most practice owners don't see it coming. I can show you how to get found again β that part is buildable.
Burnout Is Not a Meditation Problem
The Structural Burnout Framework identifies 18 external factors β regulatory burden, insurance dysfunction, compounding personal and professional load β that produce burnout in behavioral health providers. This isn't a willpower gap or a mindfulness deficit. It's a problem with the system itself. And problems like that need real fixes, not more self-care recommendations.
"This isn't a mindset problem. It's a problem with how the work is built β and the solution is operational knowledge, proven frameworks, and the fluency to use the tools that are available right now."
About Tracie Penunuri, LCSW
Built it. Scaled it.
Sold it. Now I teach it.
I started a behavioral health practice as a solo practitioner. I was terrified of the financial side, had no roadmap for hiring, and was making the same mistakes I later watched hundreds of other practice owners make. I built it anyway β through five children, one of whom had more than 50 surgeries, impossible insurance audits, and every operational crisis you can imagine.
Years later β after I said "don't worry about it" to a co-pay I couldn't bring myself to collect, after I watched our AR linger at unhealthy levels while real opportunities slipped past, after I figured out the hard way how the math actually works in a clinical operation β I sold the practice in 2025. A multi-location group operation that I had built and led for almost a decade. I had also designed and built the building the practice operated in.
The Integration Institute is what I wish I'd had when I started β the specific, operational, hard-won experience no class and no pep talk ever gave me, in a format that gives you what you need when you need it. Whether you're just opening your doors, scaling past a ceiling, burned out and considering your options, or thinking about what an exit looks like β there's a place for you here.
I'm a Licensed Clinical Social Worker, a Utah state-approved clinical supervisor, and former adjunct MSW professor at the University of Utah. I'm bilingual in English and Spanish, so I hope to be able to help with the significant unmet need in Spanish-speaking communities as well.
Tracie Penunuri
LCSW Β· DOPL Approved Clinical Supervisor Β· University of Utah Faculty Β· Bilingual English / Spanish
The Integration Institute Philosophy
Head + Heart.
Both Required. Neither Optional.
We can't do anything without profitability. But our purpose is to help people β to ease suffering. These are not in conflict. A financially strong practice serves more clients, can focus on creating a great culture and work environment, and sustains the mission longer. Grad school gave you the heart. A head for business is necessary too. I can help with that.
Β 01Β
Immediately Actionable
Every program, workshop, and resource leaves you with at least one thing you can do this week. Information alone is not the deliverable. Movement is. You leave with a plan, not just a perspective.
02
Structural Diagnosis First
We identify the external and systemic contributors before we talk about solutions. Burnout, cash flow gaps, turnover β these are built-in problems with operational fixes. Not personal failures that meditation can solve.
Β 03
Experience Is the Credential
Generic information gets commoditized. Lived, operational, hard-won experience does not. Everything taught here comes from someone who actually built it β with the specific numbers, timelines, and mistakes intact.
Programs & Resources
Where Would You Like to Start?
Whether you're getting compliant, getting found, or planning your exit β there's a place for you here. Jump to the program that meets you where you are.
DOPL-Aligned Β· 8 CEUs
Utah Supervision Training
Become a Division-approved clinical supervisor before the January 2027 deadline. One focused 8-hour, DOPL-aligned training β and you leave with a complete supervision system (contract, documentation, observation, and AI tools), not just a certificate.
Live online or in person near Salt Lake.
$397 Β· 8 CEUs included
FOR SUPERVISORS
Supervisor Circle
Ongoing consultation and support for clinical supervisors. Founding spots now open.
Program 1Β Β·Β 6-Week Cohort
Β
AI-Integrated Practice
Β
Β A live small-group cohort where you'll build your GEO strategy, AI documentation system, and operational AI integration β with direct guidance and small-group accountability.
Β
$1,497Β founding cohort Β· $1,997 regularΒ
Β
Program 2 Β· Coming Soon
Β
Scale Smart
Β
Operational and financial systems for growing from solo to group β hiring, retention, compensation, and the structures that make scaling sustainable instead of exhausting.
Β
Date TBD β Join the waitlist to be notified first
Β
Program 3 Β· Coming Soon
Β
Built to Sell
Β
Exit planning, valuation, buyer matching, and the full arc from practice owner to successful sale β for established practices ($1M+) thinking about what comes next.
Β
Date TBD β Join the waitlist to be notified first
Β
On-Demand Training
How AI Is Changing Behavioral Health Practices β and 5 Ways to Start Using It Today
Your SEO might be strong. But if a potential client asks an AI assistant for a therapist referral right now, is your name coming up? This training covers what changed, why it matters for your practice specifically, and exactly what to do about it β starting this week.
What You'll Receive
What Practice Owners & Clinicians Are Saying
Results That Speak the Language
of Practice Ownership
Consulting with Tracie was worth every penny! She not only took a warm and kind approach, but it is clear that ethical practice and quality care truly matter to her. I will be returning for future consultation to best serve my practice, future employees and clients.
Brittany McCulloch, LCSW Β· Three Triangles Therapy
Tracie is knowledgeable and supportive for all things group practice ownership related. I highly recommend meeting with her.
Misty Newman, Owner Β· Mountain Valley Counseling
Tracie has been a transformative mentor in helping navigate AI, moving us beyond the hype to show us exactly how to use these tools in a way that is both ethical and effective. By demystifying the tech and leading by example, Tracie has ensured we aren't just chasing speedβweβre mastering the right way to use AI so that our work remains impactful and our integrity stays front and center.
Β Alyssa Wallentine, Therapist
I loved how much fun Tracie has just being herself and teaching the material. Great training β thank you so much for sharing all of the work you have done on this and your knowledge! Will definitely be recommending it to my colleagues!
Kelly Page, CMHC Β· Flourish Therapy Inc.
Both trainers were so knowledgeable, friendly, and prompt at answering questions. What means the most to me is that there is support afterwardsβ¦ Iβm grateful I chose this training.
Annie Bryner, LCSW, CST Β· Provo, UT
Common Questions