Meet the Changemakers: Michelle Ruiz Deal, LPC-S on Healing, Branding, and Building a Purpose-Driven Business
Meet Michelle: A Therapist, Advocate, and Entrepreneur
If you had asked Michelle Ruiz Deal 20 years ago where she’d be today, she probably wouldn’t have said, “Running a thriving therapy practice.”
Her journey to entrepreneurship wasn’t a straight path—it was a winding road filled with unexpected detours, big career shifts, and a whole lot of learning.
She didn’t just become a therapist; she became an advocate for better mental health access.
She didn’t just open a private practice; she built a team-centered space where therapists collaborate and clients feel safe.
She didn’t just get a new headshot; she invested in branding that truly represents the essence of OnHealing Therapy.
Michelle’s passion for mental health and education is deeply personal—she’s seen firsthand how life experiences, culture, and access to resources shape people’s ability to heal. That’s why she’s made it her mission to break down barriers, amplify voices, and provide quality therapy that makes a difference.
Let’s dive into her story, how she built a thriving business, and the valuable lessons she has for fellow entrepreneurs.
Meet Michelle: A Therapist, Advocate, and Entrepreneur
From HR to Healing: Michelle’s Unexpected Path to Becoming a Therapist
Most business owners don’t start out knowing they want to be entrepreneurs—it’s usually the result of a journey. For Michelle, that journey started in human resources.
“I didn’t know what I wanted to do in college, so I landed in HR. I loved the profession, but after my third job change, I realized something: I liked the people, but I didn’t love the work. I wanted to help people in a deeper way.”
That realization led her to counseling, where everything clicked.
“Graduate school wasn’t hard for me—not because it wasn’t challenging, but because it felt natural. Learning about therapy, sitting with clients, helping people process trauma… it wasn’t ‘work’—it fueled me.”
After years of working for other therapy practices, she decided to take control of her career and open her own. That’s when OnHealing Therapy was born.
Building OnHealing Therapy: A Practice With Purpose
Starting a private practice is a big leap, and Michelle had three core reasons for making the jump:
Freedom & Flexibility
Like many entrepreneurs, Michelle wanted to create a life that allowed her to have more balance.
“I missed out on a lot of family time when I worked in corporate. I needed flexibility, and private practice gave me that.”Creating a Bigger Impact
Michelle didn’t just want to be a solo therapist—she wanted to build a teaching practice where she could mentor other therapists and provide more access to mental health care.
“I wanted to create a space where clients feel safe and therapists feel supported. A place that’s truly about healing, not just business. What makes OnHealing Therapy unique is that it’s an all-female team—every provider is connected to the military community in some way. Each therapist is either a veteran, a spouse of an active-duty service member or veteran or has a close family connection to military service. This shared background creates a deep understanding of the challenges military families face and strengthens the support system we provide.”Making Therapy More Accessible
Michelle has always been committed to serving equity-seeking populations and the military community. As a Latina, a veteran, a spouse of a veteran, and the dependent of a retired U.S. Navy veteran, she deeply understands the barriers many people face when seeking mental health care.
“Therapy should be available to everyone—not just those who can afford it. My mission is to remove financial and systemic barriers so that people can access the help they need.
What OnHealing Therapy Offers
At OnHealing Therapy, Michelle and her team provide evidence-based, compassionate mental health support tailored to the needs of their clients. Whether working with individuals, families, or groups, their goal is to create a safe, empowering space for healing.
Specialties & Services:
OCD Treatment – Highly skilled and trained providers specializing in both pediatric and adult OCD treatment, offering evidence-based approaches that help clients manage compulsions and intrusive thoughts.
PTSD & Trauma-Informed Care – Providers with advanced training in PTSD, trauma recovery, and crisis intervention, ensuring compassionate, effective care for individuals healing from complex trauma.
Multicultural & Trauma-Informed Counseling – Addressing the unique needs of diverse communities.
Therapy for Veterans & Military Families – Specialized therapy for service members, veterans, spouses, and dependents, recognizing the unique challenges faced by military-connected individuals.
Group Therapy – Designed to address specialized needs in an accessible setting, helping clients connect with others facing similar challenges while receiving expert guidance.
Public Speaking & Mental Health Advocacy – Michelle offers customized workshops and speaking engagements across various industries, helping organizations understand mental health in the workplace, trauma-informed leadership, and diversity in therapy.
Michelle’s approach isn’t just about helping clients manage symptoms—it’s about empowering them with tools for lasting change.
Giving Back: Scholarships, Community Work, and Changing Lives
For Michelle, therapy isn’t just about the people who walk through her doors—it’s about making mental health care accessible to those who need it most. That’s why she’s deeply committed to giving back in multiple ways.
Supporting the Next Generation: Scholarships & Mentorship
Michelle is currently launching a scholarship fund to support veterans, immigrants, and individuals from low-income backgrounds who need mental health services but may not have the financial means to afford them.
“Therapy should be accessible to everyone—not just those who can afford it. I want to make that a reality.”
Beyond financial aid, she also believes in mentorship—helping young professionals and interns navigate the field of mental health. She’s passionate about training the next generation of therapists, ensuring they not only have the technical skills but also the heart and cultural awareness to serve diverse communities.
Volunteering for Underserved Communities
Michelle is also actively involved in nonprofit work, offering free mental health support for survivors of domestic violence, sexual assault, and childhood abuse. She recognizes that these experiences create lifelong impacts, and she’s committed to providing trauma-informed care to those who need it most.
“I run a PTSD group at a nonprofit for women who’ve suffered trauma. These women are incredibly strong, and they deserve high-quality care, regardless of their financial situation.”
Through this work, she’s not just helping individuals—she’s advocating for systemic change in mental health care.
Advocating for DEI in Therapy
As a former president of the Multicultural Counseling Development Association, Michelle is fighting to protect diversity, equity, and inclusion (DEI) in therapy—even as efforts to eliminate DEI programs gain traction.
“There’s a movement to erase DEI from counseling, and that’s dangerous. Mental health care isn’t one-size-fits-all. We need therapists who understand different cultures, backgrounds, and lived experiences.”
Through her work, Michelle is making sure that clients of all backgrounds feel seen, heard, and supported.
A Business Built on Purpose, Not Just Profit
Michelle’s business model is a blueprint for purpose-driven entrepreneurship. Every decision she makes, from mentorship to community outreach, is rooted in her commitment to healing and advocacy. Here’s how she integrates impact into every part of OnHealing Therapy:
Providing therapy for low-income clients
Mentoring and training new therapists
Advocating for marginalized communities
Leading conversations around DEI in mental health
Her impact goes far beyond the walls of her practice.
This passion for advocacy and giving back is what truly sets Michelle apart—not only is she running a thriving business, but she’s also shaping the future of mental health care.
Why Personal Branding Mattered to Michelle
For Michelle, branding isn’t just about looking polished—it’s about making therapy feel approachable. The right images help break down barriers and show potential clients that OnHealing Therapy is a safe, welcoming place. When she decided to invest in branding photography, it wasn’t just about getting a professional headshot—it was about capturing the heart of OnHealing Therapy.
“I wanted people to see my team, not just me. My practice isn’t just about Michelle—it’s about the amazing group of therapists and the clients we serve.”
She searched across Texas for the right photographer, looking for someone who could capture her essence, her team’s energy, and the warmth her clients feel.
That’s when she found Meet the Bryants.
“When I met Jason and Alejandra, I knew instantly they got it. They weren’t just photographers—they were storytellers. They captured OnHealing Therapy in a way that feels so real and true to who we are.”
Her advice for other business owners?
“If you want people to connect with your brand, they need to see the real you. Invest in branding that tells your story—it makes all the difference.”
Lessons from an Entrepreneur: Michelle’s Advice for Business Owners
After years of building her business, Michelle has a few key lessons to share with fellow entrepreneurs:
1. Be Open to the Unexpected
“I never planned on being a therapist. I never planned on starting a business. But sometimes, life leads you where you need to be. Stay open.”
2. Surround Yourself with the Right People
“Good people attract good people. Find a team that supports you, mentors who challenge you, and a community that uplifts you.”
3. Know That Branding is More Than Just a Logo
“Your brand is the story people tell about you when you’re not in the room. Make sure it represents who you truly are.”
4. Don’t Be Afraid to Take Up Space
“As a Latina business owner, I’ve had to fight for my seat at the table. If you’re in a space where you don’t feel seen—make your presence known.”
5. Lead with Curiosity
“The best thing you can do as an entrepreneur is to be curious. Be willing to learn, listen, and grow. Your biggest lessons will come from the people around you.”
The Power of Storytelling in Business
Michelle’s journey shows us that building a business isn’t just about making money—it’s about making an impact.
Through OnHealing Therapy, she’s creating a space where clients feel seen, where therapists feel supported, and where mental health care is truly accessible.
And through thoughtful branding and storytelling, she’s ensuring that her message reaches the right people.
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