One of the first questions many financial coaches wrestle with is also one of the hardest: How can I charge people for coaching when they are already struggling with money? 

That question can lead coaches to believe they must choose between the people they genuinely want to serve and the clients who appear most able to pay. But building a practice around the wrong people simply because they seem more profitable can create a business that feels disconnected from the coach—and from the clients they are trying to help.

In this Financial Coaches Classic, Maria and Cody talk about why a sustainable coaching practice begins with being honest about who you want to serve and the kind of work you want to do. Cody shares what his first year in coaching actually looked like, why choosing the quickest path to revenue may not create lasting success, and how financial coaching can become an investment that helps clients move forward rather than another expense holding them back.

They also explore practical ways to make coaching accessible without undervaluing the work, including group programs, assistant coaches, church partnerships, employer-sponsored coaching, and other creative arrangements.

You do not necessarily have to abandon the people you care about serving in order to build a viable practice. You may need patience, clarity, and creativity—but those are very different from compromise.

🎧 Resources & Links Mentioned in This Episode

If this conversation has you thinking about who you want to serve and how to build a sustainable practice around that work, here are a few ways we can support you.

Start with THE Financial Coaches Network, our private space for coaches to connect, ask questions, and keep growing alongside others who understand the work.

If you’re looking for a clearer path to build your coaching practice, take a look at Getting Started as a Financial Coach.

You can also join our free Facebook group, THE Financial Coaches Community, to connect with other coaches, ask questions, and be part of the conversation.

If you’d like to talk through where you are or what your next step might be, you can schedule a call with us here.

Have a question for the podcast? Email us at [email protected].

Music by Summer School.

Follow us on social:
@newmoneyhabits | @sizemorefinancialcoaching