Free live workshop Thu Nov 19, noon CT: open your practice in the right order →
Free checklist
← All states

Rules checked October 25, 2026 · by Dr. Emily Turinas, PhD

How to start a private practice in Wisconsin

The steps are the same everywhere. Wisconsin's rules are what change: your board, your entity, your ads, your paperwork. Here they are for counselors, marriage and family therapists, clinical social workers, and psychologists, each linked to the official source.

Business education, not legal, tax, or clinical advice. Confirm each rule at the linked source before you rely on it.

Show rules for:
Usual entityA regular LLC (there's no separate PLLC)
Yearly state filing$25 online
Recording sessionsOne-party consent state; get written consent either way
AI note toolsNo Wisconsin-specific AI note law found as of October 25, 2026

By license

Starting a private practice in Wisconsin, by license

Find your license for its Wisconsin title, board, and what associates should know. The full rules for every license follow below, each linked to the official source.

Counselors · LPC

Starting a private practice in Wisconsin as an LPC

License: Licensed Professional Counselor (LPC). Board: Wisconsin Marriage and Family Therapy, Professional Counseling, and Social Work Examining Board (MPSW), Professional Counselor Section, which is part of the Department of Safety and Professional Services (DSPS).

  • Title in ads: Use the title "Licensed Professional Counselor" in your ads and on your website.
  • Continuing education: 30 hours every 2 years, with at least 4 in ethics and professional boundaries.
  • Renewal: Renew every 2 years, by February 28 of each odd-numbered year.
Before full licensure: Licensed Professional Counselor in Training (LPC-IT)

Our research didn't find a Wisconsin board rule on this level's ads or private practice. Whether you may own a practice, bill insurance in your own name, or see private-pay clients outside your supervisor's practice: confirm with your board before you set anything up.

Rules checked October 25, 2026 · Official board site · Ad rules · Consent and records

MFTs · LMFT

Starting a private practice in Wisconsin as an LMFT

License: Licensed Marriage and Family Therapist (LMFT). Board: Wisconsin Marriage and Family Therapy, Professional Counseling, and Social Work Examining Board (MPSW), Marriage and Family Therapist Section, which is part of the Department of Safety and Professional Services (DSPS).

  • Title in ads: Use the title "Licensed Marriage and Family Therapist" in your ads and on your website.
  • Continuing education: 30 hours every 2 years, with at least 4 in ethics and professional boundaries.
  • Renewal: Renew every 2 years, by February 28 of each odd-numbered year.
Before full licensure: Marriage and Family Therapist training license holder

Our research didn't find a Wisconsin board rule on this level's ads or private practice. Whether you may own a practice, bill insurance in your own name, or see private-pay clients outside your supervisor's practice: confirm with your board before you set anything up.

Rules checked October 25, 2026 · Official board site · Ad rules · Consent and records

Social workers · LCSW

Starting a private practice in Wisconsin as an LCSW

License: Licensed Clinical Social Worker (LCSW). Board: Wisconsin Marriage and Family Therapy, Professional Counseling, and Social Work Examining Board (MPSW), Social Worker Section, which is part of the Department of Safety and Professional Services (DSPS).

  • Title in ads: Use the title "Licensed Clinical Social Worker" in your ads and on your website.
  • Continuing education: 30 hours every 2 years, with at least 4 in ethics and professional boundaries.
  • Renewal: Renew every 2 years, by February 28 of each odd-numbered year.
Before full licensure: Advanced Practice Social Worker (APSW)

Our research didn't find a Wisconsin board rule on this level's ads or private practice. Whether you may own a practice, bill insurance in your own name, or see private-pay clients outside your supervisor's practice: confirm with your board before you set anything up.

Rules checked October 25, 2026 · Official board site · Ad rules · Consent and records

Psychologists

Starting a private practice in Wisconsin as a psychologist

License: Psychologist. Board: Wisconsin Psychology Examining Board, part of the Department of Safety and Professional Services (DSPS).

  • Title in ads: Call yourself a "psychologist" only if you are licensed, and only then use "psychological" or "psychology" in your service descriptions.
  • Continuing education: 40 hours every 2 years, with at least 6 in ethics, risk management or jurisprudence.
  • Renewal: Renew every 2 years, on or before September 30 of each odd-numbered year.
If you're not fully licensed yet

Our research didn't find a Wisconsin board rule on this level's ads or private practice. Whether you may own a practice, bill insurance in your own name, or see private-pay clients outside your supervisor's practice: confirm with your board before you set anything up.

Rules checked October 25, 2026 · Official board site · Ad rules · Consent and records

Licensing

Your licensing board in Wisconsin

Read your board's rules before you name your practice or write your website.

LicenseBoardContinuing educationRenewal
CounselorsWisconsin Marriage and Family Therapy, Professional Counseling, and Social Work Examining Board (MPSW), Professional Counselor Section, which is part of the Department of Safety and Professional Services (DSPS)30 hours every 2 years, with at least 4 in ethics and professional boundaries.Renew every 2 years, by February 28 of each odd-numbered year.
Marriage and family therapistsWisconsin Marriage and Family Therapy, Professional Counseling, and Social Work Examining Board (MPSW), Marriage and Family Therapist Section, which is part of the Department of Safety and Professional Services (DSPS)30 hours every 2 years, with at least 4 in ethics and professional boundaries.Renew every 2 years, by February 28 of each odd-numbered year.
Clinical social workersWisconsin Marriage and Family Therapy, Professional Counseling, and Social Work Examining Board (MPSW), Social Worker Section, which is part of the Department of Safety and Professional Services (DSPS)30 hours every 2 years, with at least 4 in ethics and professional boundaries.Renew every 2 years, by February 28 of each odd-numbered year.
PsychologistsWisconsin Psychology Examining Board, part of the Department of Safety and Professional Services (DSPS)40 hours every 2 years, with at least 6 in ethics, risk management or jurisprudence.Renew every 2 years, on or before September 30 of each odd-numbered year.

Advertising

Advertising rules for therapists in Wisconsin

Every ad counts: your website, directory profiles, business cards, and often your bills.

Counselors

Your title

Use the title "Licensed Professional Counselor" in your ads and on your website.

  • Only a licensed professional counselor may call themselves a professional counselor.

Not yet confirmed: Whether "LPC" or your license number must appear in ads isn't in the statute or rules. Check with the board.

Wis. Stat. 457.04(6)

What you can't say

Keep ads honest, and don't use anything false, misleading or deceptive.

  • Don't offer services you aren't trained or qualified for.
  • Don't keep a professional relationship with someone who advertises deceptively.
  • Bill honestly too.

Not yet confirmed: The rules don't mention testimonials, "specialist," or guaranteeing results by name. Avoid all three and check with the board.

MPSW 20.02(1), (5), (6)

Marriage and family therapists

Your title

Use the title "Licensed Marriage and Family Therapist" in your ads and on your website.

  • Only a licensed marriage and family therapist may use "marriage and family therapist" or "marriage and family counselor."

Not yet confirmed: Whether "LMFT" or your license number must appear in ads isn't in the statute or rules. Check with the board.

Wis. Stat. 457.04(5)

What you can't say

Keep ads honest, and don't use anything false, misleading or deceptive.

  • Don't offer services you aren't trained or qualified for.
  • Don't keep a professional relationship with someone who advertises deceptively.
  • Bill honestly too.

Not yet confirmed: The rules don't mention testimonials, "specialist," or guaranteeing results by name. Avoid all three and check with the board.

MPSW 20.02(1), (5), (6)

Clinical social workers

Your title

Use the title "Licensed Clinical Social Worker" in your ads and on your website.

  • Only a licensed clinical social worker may practice clinical social work or use that title (certified advanced practice or independent social workers must be supervised by one).

Not yet confirmed: Whether "LCSW" or your license number must appear in ads isn't in the statute or rules. Check with the board.

Wis. Stat. 457.04(4)

What you can't say

Keep ads honest, and don't use anything false, misleading or deceptive.

  • Don't offer services you aren't trained or qualified for.
  • Don't keep a professional relationship with someone who advertises deceptively.
  • Bill honestly too.

Not yet confirmed: The rules don't mention testimonials, "specialist," or guaranteeing results by name. Avoid all three and check with the board.

MPSW 20.02(1), (5), (6)

Psychologists

Your title

Call yourself a "psychologist" only if you are licensed, and only then use "psychological" or "psychology" in your service descriptions.

  • Only licensees may use "psychologist" or a similar title.
  • Don't state or imply you're licensed when you aren't.

Not yet confirmed: Whether your license number must appear in ads isn't in the statute or rules. Check with the board.

Wis. Stat. 455.02(1m)(b)

What you can't say

Keep ads honest, and don't use anything false, misleading or deceptive.

  • Don't claim competence in services your training doesn't support.
  • Don't keep a professional relationship with someone who advertises deceptively.
  • Bill honestly too.

Not yet confirmed: The rules don't mention testimonials, "specialist," or guaranteeing results by name. Avoid all three and check with the board.

Psy 5.01(1), (3), (8)

Your business

Forming your practice in Wisconsin

Wisconsin has no separate PLLC. Therapists generally form a regular LLC, still subject to their licensing board's rules. Check with your board before you file.

Then get your free EIN, open a business bank account, and get your free NPI. More in do therapists need a PLLC or LLC?

WhatWisconsin
Usual entityregular LLC (there's no separate PLLC)
Yearly state filing$25 online
When it's dueBy the end of your anniversary quarter
Where to filewww.wdfi.org/corporations

Paperwork

Informed consent and records in Wisconsin

What your intake paperwork must cover, and how long to keep records. For the full form, see informed consent for therapy and the Good Faith Estimate guide.

Counselors

Informed consent

Get informed consent from your client before you start treatment, in person or by telehealth.

  • Get written consent before any recording, taping or filming.
  • Don't share client information without consent, advance notice, a court order or another listed exception.
  • Tell clients about any financial interest you have in a referral.
  • Make reasonable efforts to tell a client if your services will be interrupted or end.

MPSW 20.02(10), (12), (17), (21), (28)

Records

Keep clinical records at least 7 years after your last service to a client.

  • State or federal law may require longer.
  • No separate rule for records of minors was found in the MPSW rules.

Not yet confirmed: Longer minor retention may apply under other laws such as HIPAA or insurer contracts. Check with the board.

MPSW 20.02(18)

Complaints

Give every client a written notice of how to resolve a grievance.

  • Pick one option: the board's process, a process meeting the 51.61(5)(b) rules, or a process through your professional association.
  • The board option needs the section's name, address and phone number, plus a person outside your services who can take complaints.
  • Include how to file and appeal, time limits, and protection from retaliation.

Not yet confirmed: The exact wording isn't set by the statute. Ask the board if you want a sample, and see the DSPS complaint page for current contact details.

Wis. Stat. 457.04(8)

Marriage and family therapists

Informed consent

Get informed consent from your client before you start treatment, in person or by telehealth.

  • Get written consent before any recording, taping or filming.
  • Don't share client information without consent, advance notice, a court order or another listed exception.
  • Tell clients about any financial interest you have in a referral.
  • Make reasonable efforts to tell a client if your services will be interrupted or end.

MPSW 20.02(10), (12), (17), (21), (28)

Records

Keep clinical records at least 7 years after your last service to a client.

  • State or federal law may require longer.
  • No separate rule for records of minors was found in the MPSW rules.

Not yet confirmed: Longer minor retention may apply under other laws such as HIPAA or insurer contracts. Check with the board.

MPSW 20.02(18)

Complaints

Give every client a written notice of how to resolve a grievance.

  • Pick one option: the board's process, a process meeting the 51.61(5)(b) rules, or a process through your professional association.
  • The board option needs the section's name, address and phone number, plus a person outside your services who can take complaints.
  • Include how to file and appeal, time limits, and protection from retaliation.

Not yet confirmed: The exact wording isn't set by the statute. Ask the board if you want a sample, and see the DSPS complaint page for current contact details.

Wis. Stat. 457.04(8)

Clinical social workers

Informed consent

Get informed consent from your client before you start treatment, in person or by telehealth.

  • Get written consent before any recording, taping or filming.
  • Don't share client information without consent, advance notice, a court order or another listed exception.
  • Tell clients about any financial interest you have in a referral.
  • Make reasonable efforts to tell a client if your services will be interrupted or end.

MPSW 20.02(10), (12), (17), (21), (28)

Records

Keep clinical records at least 7 years after your last service to a client.

  • State or federal law may require longer.
  • No separate rule for records of minors was found in the MPSW rules.

Not yet confirmed: Longer minor retention may apply under other laws such as HIPAA or insurer contracts. Check with the board.

MPSW 20.02(18)

Complaints

Give every client a written notice of how to resolve a grievance.

  • Pick one option: the board's process, a process meeting the 51.61(5)(b) rules, or a process through your professional association.
  • The board option needs the section's name, address and phone number, plus a person outside your services who can take complaints.
  • Include how to file and appeal, time limits, and protection from retaliation.

Not yet confirmed: The exact wording isn't set by the statute. Ask the board if you want a sample, and see the DSPS complaint page for current contact details.

Wis. Stat. 457.04(8)

Psychologists

Informed consent

Before you start, tell clients what to expect and the possible effects of treatment.

  • Describe tests, consultation, reports, fees, billing, and your regimen or schedule.
  • Get written consent before any recording, taping or observation.
  • Don't share client information without consent, advance notice, a court order or another listed exception.
  • Tell clients about any financial interest you have in a referral.

Psy 5.01(12), (13), (15), (16), (22)

Records

Your board's rules don't give a record retention period that we could find.

  • You must have security protocols for access to client records.
  • Other laws (HIPAA, insurers) may set a period.

Not yet confirmed: No retention period for psychologists' records was found in the Psy rules or Chapter 455. Ask the board, and keep records at least 7 years as a safe default.

Psy 5.01(12m)

Complaints

Your board doesn't require a complaint notice that we could find.

  • The counselor, MFT and social work grievance notice rule doesn't cover psychologists.

Not yet confirmed: We found no rule on telling clients how to file a complaint. Ask the board, and consider adding the DSPS complaint page to your paperwork anyway.

Psy 5.01

Practice

Telehealth, recording, AI notes, and reporting in Wisconsin

Telehealth consent

No extra Wisconsin items beyond a standard telehealth consent were found. Keep the basics: the client's location each session, an emergency contact, and what happens if the connection drops.

Recording

Wisconsin is a one-party consent state under its general recording law (Wis. Stat. 968.31). Whatever the law, get written consent before recording a session or using an AI tool that listens to one.

AI note tools

No state law or board rule specific to AI note tools confirmed as of Oct 2026. Federal HIPAA, state confidentiality law, and board ethics rules still apply.

More in AI scribe consent for therapists.

Your consent should
  • Name the AI tool and what it does (drafts notes from a recording, transcript, or the therapist's summary)
  • Say whether the session is recorded or transcribed, and how long any audio, transcript, and AI data is kept before deletion
  • Client may say no or withdraw at any time without losing care
  • the therapist reviews and signs every note

Reporting abuse

Report suspected child abuse or neglect right away, by phone or in person, yourself.

  • Call your county child protective services agency (county department of social or human services) or the sheriff or local police. In Milwaukee County, call the state child welfare agency or law enforcement.
  • If a child is in immediate danger, call 911 first.
  • Counselors, marriage and family therapists, social workers, and other mental health professionals are all named as required reporters.
  • The county may ask you to follow up in writing.

Not yet confirmed: The statute sets no statewide hotline number or written-report deadline that we could confirm. Look up your county's child protective services number before you need it.

Wis. Stat. 48.981(2)(a) and (3)(a)

The order

The order to do it in

The same steps as anywhere, with Wisconsin's rules above plugged in. The full walk-through, with costs and a timeline, is in how to start a private practice.

01.

Read your board's rules

02.

Decide who you help and how clients pay

03.

Name it and set up the business

04.

Get malpractice insurance

05.

Set up HIPAA-ready systems

06.

Write your paperwork with these rules

07.

Set your fee

08.

Get found, early

Your Wisconsin checklist, done for youThe free checklist fits every step to your license and Wisconsin: your board's rules, your entity steps with filing links, and starter intake forms filled in with Wisconsin's requirements.
Get your Wisconsin checklist →

Next steps

Guides for your Wisconsin practice

Free, and written for therapists. Start with the free private practice checklist for Wisconsin: it fits each step to your license.

Do therapists need a PLLC or LLC?Entity types, costs, and taxes, state by state.How much should I charge for therapy?A simple fee formula and a free calculator.Credentialing with insurance companiesGetting on insurance panels, in order.Informed consent for therapyWhat your form must include, with a checklist.AI scribe consent for therapistsState laws on AI note tools in 2026.Good Faith Estimate for therapistsWhat it must include and when to give it.Google Business Profile for therapistsSetup and privacy for a therapy practice.How much does it cost to start a private practice?Every cost, line by line, with three budgets.Liability insurance for therapistsWhat malpractice coverage costs and what to ask.How much do therapists make?Pay by license, and private practice math.

Nearby states: How to start a private practice in Minnesota · How to start a private practice in Illinois · How to start a private practice in Michigan · How to start a private practice in Iowa

Frequently asked questions

Do I need a PLLC to start a private practice in Wisconsin?

In Wisconsin, plan on a regular LLC (there's no separate PLLC). Wisconsin has no separate PLLC. A sole proprietorship needs no state filing, but it doesn't separate your business from your personal assets. Check what your licensing board allows before you file.

How many CE hours do therapists need in Wisconsin?

Counselors: 30 hours every 2 years, with at least 4 in ethics and professional boundaries. Marriage and family therapists: 30 hours every 2 years, with at least 4 in ethics and professional boundaries. Clinical social workers: 30 hours every 2 years, with at least 4 in ethics and professional boundaries. Psychologists: 40 hours every 2 years, with at least 6 in ethics, risk management or jurisprudence.

How long do I have to keep therapy records in Wisconsin?

Counselors: Keep clinical records at least 7 years after your last service to a client. Marriage and family therapists: Keep clinical records at least 7 years after your last service to a client. Clinical social workers: Keep clinical records at least 7 years after your last service to a client. Psychologists: Your board's rules don't give a record retention period that we could find.

Is Wisconsin a one-party or all-party consent state for recording sessions?

Wisconsin is a one-party consent state under its general recording law (Wis. Stat. 968.31). Even so, ethics rules and HIPAA mean you should get your client's written consent before recording any session or using an AI note tool that records.

Can an LPC open a private practice in Wisconsin?

The Licensed Professional Counselor (LPC) is Wisconsin's full license for counselors, issued by the Wisconsin Marriage and Family Therapy, Professional Counseling, and Social Work Examining Board (MPSW), Professional Counselor Section, which is part of the Department of Safety and Professional Services (DSPS). The level before it is Licensed Professional Counselor in Training (LPC-IT). On your website and ads: use the title "Licensed Professional Counselor" in your ads and on your website. Then set up your business (in Wisconsin, usually a regular LLC, there's no separate PLLC) and confirm with the board that nothing else applies to your setup, such as a separate private-practice approval.

Can an LCSW open a private practice in Wisconsin?

The Licensed Clinical Social Worker (LCSW) is Wisconsin's full license for clinical social workers, issued by the Wisconsin Marriage and Family Therapy, Professional Counseling, and Social Work Examining Board (MPSW), Social Worker Section, which is part of the Department of Safety and Professional Services (DSPS). The level before it is Advanced Practice Social Worker (APSW). On your website and ads: use the title "Licensed Clinical Social Worker" in your ads and on your website. Then set up your business (in Wisconsin, usually a regular LLC, there's no separate PLLC) and confirm with the board that nothing else applies to your setup, such as a separate private-practice approval.

What title do LMFTs use on their website in Wisconsin?

Use the title "Licensed Marriage and Family Therapist" in your ads and on your website. Only a licensed marriage and family therapist may use "marriage and family therapist" or "marriage and family counselor.". Source: Wis. Stat. 457.04(5).

Can associates see private-pay clients in Wisconsin?

Wisconsin's associate and pre-licensed levels include Licensed Professional Counselor in Training (LPC-IT), Marriage and Family Therapist training license holder, and Advanced Practice Social Worker (APSW). Our research did not confirm whether Wisconsin lets associates own a practice, bill in their own name, or see private-pay clients outside a supervisor's practice, so confirm with your board and your supervisor before you set one up.

Which board licenses psychologists in Wisconsin?

The Wisconsin Psychology Examining Board, part of the Department of Safety and Professional Services (DSPS). Continuing education: 40 hours every 2 years, with at least 6 in ethics, risk management or jurisprudence. Renewal: renew every 2 years, on or before September 30 of each odd-numbered year. Confirm current requirements on the board's site.

Sources

Board rules checked October 25, 2026 from official board, statute, and state filing sites. If something has changed, email [email protected] and we'll update it.

Other states: Alabama · Alaska · Arizona · Arkansas · California · Colorado · Connecticut · Delaware · District of Columbia · Florida · Georgia · Hawaii · Idaho · Illinois · Indiana · Iowa · Kansas · Kentucky · Louisiana · Maine · Maryland · Massachusetts · Michigan · Minnesota · Mississippi · Missouri · Montana · Nebraska · Nevada · New Hampshire · New Jersey · New Mexico · New York · North Carolina · North Dakota · Ohio · Oklahoma · Oregon · Pennsylvania · Rhode Island · South Carolina · South Dakota · Tennessee · Texas · Utah · Vermont · Virginia · Washington · West Virginia · Wyoming