Berit Elizabeth is a professional speaker, trainer and consultant for mental health practices nationwide and the founder of Practice Axis CRM, the first Clinical CRM for mental health practices.
She has helped hundreds of Practice Owners and Client Care Teams escape “the Google Sheet of Doom” by creating a streamlined intake process to allow the practice to grow while reducing the admin hours spent on intake. She recently launched Client Care Mastermind to increase community support, coaching and measurable results for Client Care Coordinators. She leads workshops to coach intake, clinical and leadership teams on relationship-building strategies with a focus on interpersonal skills and business development.
In the last 15 years, Berit has successfully scaled multiple businesses, including serving as National Sales Director for a fitness franchise, Sales Trainer for a financial services firm and her own personal training company. Alongside her career in sales and business development, Berit holds a deep passion for increasing emotional wellness and holds degrees in Social Psychology & Performance Studies from Carnegie Mellon University and NYU. She is certified in the Mayer Salovey Caruso Emotional Intelligence assessment and as a Body Language Trainer via The Science of People. Berit is also the creator of Emotive Agility Training, a theater-based technique for embodied emotional intelligence.
Having nearly lost more than one loved one to suicide, Berit has seen firsthand how a single relationship with a therapist can make a difference. CRM stands for Client Relationship Management—and in therapy, the very nature of the treatment is a relationship, so it’s critical to track the client's journey to that relationship. By building automations, waitlist management features, and current client nurture, the driving mission behind Practice Axis CRM was always to help practices get more clients the care they need in less time.
Like many innovations, Practice Axis had a surprising beginning.
In 2021, Berit was preparing to teach her signature Emotive Agility Training at a growing mental health practice when she noticed the chaos of the intake process. On the heels of the pandemic, the client care team was buried in Google Sheets. CRM tools built for other industries couldn’t handle the complexity of therapy referrals. “Give me a few weeks—I’ll find you a CRM,” she told the practice owner. That “quick” research changed everything...
It became clear that EHRs lacked the necessary CRM functionality and traditional Sales & Marketing CRMs could not accommodate the nuances of mental health intake. Though referrals to therapy are not “deals to be won,” mental health practices needed this foundational business tool to grow.
That's when Berit decided to raise funding, hire a team to build a CRM designed for therapy practices, and Practice Axis CRM was born.
The Practice Axis Process
Building Practice Axis led her to over 400+ hours of consulting with practice owners and Client Care teams. A clear pattern emerged to optimize intake, which became the Practice Axis Process. In that, critical business development methods are layered into a new therapy client’s journey but modified for the mental health context. For example, making sure every inquiry is counted, deciding when to convert a lead to a client, and documenting a consistent process are essential. The process yields a KPI reports dashboard, to give practice owners the business intelligence data they need to make hiring, marketing and clinical decisions to grow the practice.
Admirra + Practice Axis: Accelerating Our Impact
In August of 2025, Practice Axis transitioned from software development to become the leading resource for training and technology to support the intake function in mental health. We joined forces with Admirra, a therapist-designed Clinical CRM with advanced technology capabilities. Together, we layered the Practice Axis Process onto Admirra’s platform to create the most comprehensive intake system in the field. Berit now serves as Chief Growth & Strategy Officer at Admirra, where she continues her mission to equip Client Care Teams with tools to balance empathy with efficiency. Because after all, they are the very Axis of your Practice.
