New Brunswick is Canada's only officially bilingual province, and people here look for therapy in both languages. Whichever language they use, the practical question comes up fast: will my benefits pay for this? Many have never heard the words “Licensed Counselling Therapist”, even though that's the title their plan may be asking about. A clear answer on your website does a lot of quiet work for you.
How people in New Brunswick search for covered therapy
Most searches here pair a small list of place names with a credential or a coverage word: Moncton, Dieppe, Riverview, Saint John, Fredericton, Bathurst, Miramichi, and Edmundston. Because each market is modest in size, a page that names your town and your title can show up with far less effort than it would take in a large city.
French searches deserve their own page, not a translated footnote. Francophone clients in the northeast, the northwest, and the southeast often type “psychologue”, “thérapeute”, or “counseling” with a town name. If you offer sessions in French, write your fees and coverage details in French too, so the answer matches the question.
A lot of New Brunswickers live well outside the cities, and driving an hour for a weekly appointment is a real barrier. If you see people online anywhere in the province, say so in plain words near the top of your homepage.
Searches like these:
- licensed counselling therapist Moncton insurance
- therapist Fredericton covered by benefits
- psychologue Dieppe assurance
- counselling Saint John direct billing
- online therapist New Brunswick extended health
Which credentials plans cover in New Brunswick
New Brunswick regulates counselling therapy through its own College, alongside long-standing regulators for social work and psychology. Plan booklets tend to use the exact regulated title, so it helps to use it too.
- LCT
Licensed Counselling Therapist
College of Licensed Counselling Therapists of New Brunswick (CCTNB), under the Licensed Counselling Therapy Act
The Act took effect on June 1, 2017 and protects this title along with its initials. Plans that name “counselling therapist” are usually talking about you, but the wording differs from plan to plan.
- CCC
Canadian Certified Counsellor
Canadian Counselling and Psychotherapy Association (CCPA)
A national certification that some New Brunswick counsellors hold alongside their LCT. It doesn't replace the provincial licence, so list both if you have both.
- RSW
Registered Social Worker
New Brunswick Association of Social Workers (NBASW), the profession's regulator in the province
Membership is required to use “Social Worker” or “Registered Social Worker” with New Brunswick clients, whether you meet in person or by video.
- Psych.
Psychologist
College of Psychologists of New Brunswick (CPNB)
Psychology has been regulated here since the 1967 Psychologists Registration Act. Many plans put psychology under a separate yearly amount from counselling.
The gap here is vocabulary. A client's booklet may list “psychotherapist”, “counsellor”, or “counselling therapist”, and they aren't sure whether an LCT fits. Spell out what your letters stand for, name your College, and suggest they read the title to their insurer word for word.
One detail surprises people moving from other provinces: the New Brunswick Act also protects the initials RCT and RCC, among others. If you hold one of those credentials elsewhere and want to advertise to New Brunswickers, ask the College what you can and can't put on your site first.
What your website should say about coverage
Build one fees and coverage page in each language you work in, and link the two to each other. Put your title, your College, your licence number, your fee, and what your receipt shows in the first few lines. Clients comparing two or three practitioners want that information without scrolling.
Resist the urge to reassure with broad claims. “Covered by insurance” sounds friendly, yet whether a session is reimbursed depends on the client's plan and on how that plan words your credential. Explain how to check instead, and you'll come across as more trustworthy, not less.
I'm a Licensed Counselling Therapist (LCT) with the College of Licensed Counselling Therapists of New Brunswick, licence number [your number]. Some extended health plans reimburse counselling therapy, and some list only psychologists or social workers. Before booking, ask your insurer whether an LCT is covered, how much is left in your yearly amount, and whether a referral is needed.
Direct billing
If you can bill a client's insurer directly, that's worth a sentence of its own, since it means the client doesn't pay the full fee upfront. Name the method you use and what happens when a claim comes back declined.
If you don't direct-bill, say that plainly and explain your receipts. Clients in smaller communities often ask neighbours for a name first, then check your site to confirm the practical details, so those details need to be easy to find.
When EAP sessions run out
Many New Brunswick employers, including the provincial government, offer an Employee Assistance Program with a short run of counselling sessions. Once those end, people look for someone they can keep seeing, often in the same town.
The province also runs One-at-a-Time Therapy, a free, open-access service that needs no referral. Some people try it or an EAP first, then want ongoing private sessions. A short paragraph on how continuing with you works, and that their plan may help, meets them at that point honestly.
Your New Brunswick checklist
- A fees and coverage page in English, and a matching page in French if you work in French
- Your title, the CCTNB, NBASW, or CPNB, and your licence number stated together
- What LCT stands for, written out in full for clients who only know the letters
- The questions to ask an insurer, listed so clients can read them over the phone
- A plain answer on direct billing and on what your receipts include
- The towns you see people in, and whether you work online across the province
- No blanket coverage claims, testimonials, or superlatives anywhere on the site
Then run your site through the free nine-point website checklist for therapists.
Common questions
Do extended health plans in New Brunswick cover a Licensed Counselling Therapist?
Some do and some don't. It depends on the plan and on how it names counselling providers. Give clients your full title and licence number so their insurer can answer for their own plan.
Is it worth having a French version of my website?
If you offer therapy in French, yes. French-language searches in New Brunswick have fewer competing pages, and clients who want French sessions want the coverage details in French as well.
Can I call myself an RCT in New Brunswick if I'm registered in Nova Scotia?
Ask the New Brunswick College before you do. Its Act protects several initials, RCT among them, so using them with New Brunswick clients may require registration here.
Should I mention One-at-a-Time Therapy on my site?
You can, briefly and accurately, as one option people have. Explaining where private sessions fit, alongside public services, helps clients decide without overselling what you offer.
Keep going
- The complete SEO guide for therapists, and how therapists get more clients online.
- Set up your Google Business Profile and Psychology Today profile with the same credential wording as your site.
- See how I work with therapists across Canada.
- Other provinces and territories: British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, Quebec, Nova Scotia, Prince Edward Island, Newfoundland and Labrador, Yukon, Northwest Territories, and Nunavut.
Sources
This is general marketing information, not legal or insurance advice. Coverage depends on each client's plan and on your credential. Confirm current rules with your College or association. Checked September 2026.