Starting my financial coaching business was one of the best decisions I’ve ever made. It brought together everything I naturally love—deep listening, supporting people through challenges, and yes, even spreadsheets. But looking back, there are three powerful lessons I wish I had understood from the beginning. If you’re on your own path as a financial coach, I hope these insights save you time, energy, and maybe a few growing pains.
1. It’s Never Really About the Money
When I first started coaching, I had a detailed curriculum mapped out—Session 1 would cover this, Session 2 would go into that. And while having a framework is valuable (especially for that rare client who just wants the info), I quickly realized something deeper: Most people aren’t struggling because they lack information. They’re struggling because they can’t implement it.
The real transformation happens when you help clients uncover why they aren’t acting on what they already know. That means being willing to ask tough questions, walk with them through emotional territory, and shine light on what’s really going on—without judgment.
Over the years, I’ve supported clients through grief, divorce, child illness, job loss, and more. The spending patterns we see are rarely about poor math. They’re symptoms of deeper emotional and mindset challenges. Whether it’s insecurity, fear of failure, or the belief that self-worth is tied to financial success—money always tells a deeper story.
2. You Coach the Person, Not the Process
One of the biggest mindset shifts I had was understanding the difference between coaching a process versus coaching a person. Early on, I thought my success hinged on having the perfect budgeting template. I created detailed spreadsheets and even made YouTube videos about them (still love a good spreadsheet, by the way).
But not everyone connects with the same method.
Some clients love my “cashflow forecast” approach (also known as the Plan Ahead Method in the Financial Coach Academy). Others prefer zero-based budgeting apps like YNAB, EveryDollar, or Monarch. Still others do best with a “budget template” that covers core expenses and leaves room for flexibility.
That means as a coach, I’ve had to learn multiple systems and tools—sometimes even paying for apps and testing them myself—so I can meet my clients where they are.
The key? Ask clients what has worked for them before and be willing to tailor your approach. Coaching is not one-size-fits-all. When we try to shove someone into a program that doesn’t fit, we all lose. But when we honor their preferences and walk alongside them with curiosity and compassion, that’s when real change happens.
3. Certifications Help—But Self-Awareness Helps More
I’ve taken training and earned certifications from programs like Financial Coach Academy and Financial Coach Master Training. Both were helpful, especially for building confidence and credibility early on.
But I’ll be honest: No certification replaces self-awareness and real-world practice.
In my early days, I was focused on doing things right—delivering information, following a script, being polished. Looking back, I wish I had spent more time simply learning how to hold space for people and connect with what they were truly going through.
A professor once asked me a question that stuck with me: “Are you teaching the subject, or are you teaching the student?” That question applies just as much to coaching. Are you guiding someone through a fixed process, or are you walking with a real human being through their unique struggles?
If you’re not coaching the person, you’re missing the point.
Bonus: My Journey to $25K—and a Free Resource for New Coaches
Before I hired higher-level coaches and invested in advanced training, I created a handful of exercises that helped me land my first $25,000 as a financial coach. That’s why I put together the Financial Coach Kickstarter—a short, impactful resource to help you:
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Clarify your offer
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Set your prices
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Understand how to position yourself
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Get visible in a way that feels authentic
If you’re just starting out or struggling to gain traction, this is where I recommend beginning. Click here to check it out.
Final Thoughts
If you’re drawn to this work, it’s probably because you care deeply about people. And I want you to know—there’s room for you here. The world needs more coaches who can support others with empathy, honesty, and skill. Yes, you’ll need tools and training. But more than anything, you’ll need heart, humility, and the willingness to grow.
This is some of the most rewarding work you’ll ever do. I’m cheering you on.
You can watch the corresponding YouTube video here.
