ABOUT WEALTH COACH
Supporting your financial transformation
Wealth Coach is a Financial Coaching practice
Our aim and purpose is to support you to understand and create your own financial freedom - whatever that means to you. We do not offer regulated financial advice.
YOU OWN YOUR OWN POWER.
Our Mission
Welcome to money in full colour
Around here, finances are anything but boring.
Wealth Coach is an innovative financial coaching practice, shaking things up — we look at your money, work/business, and life, with a focus on the joy in your growth, supporting you to enhance your own resourcefulness.
In short, we help you create a version of wealth that reflects you as a unique human.
You could be looking for financial stability, more freedom, business growth, or the confidence to make aligned decisions — but often, it’s a combination.
The choice and power is yours, whatever your current situation.
We are here to spark your financial awakening.
And we believe in YOU.
400+
happy clients (read client stories)
30+
magazine, podcast and radio appearances
50+
corporate workshops with financial coaching
Our Impact
We love working with clients, organisations and communities
Since launching in 2020, Wealth Coach has grown into a trusted partner for individuals, professionals, and organisations alike. This has included working with hundreds of individuals, organisations such as The National Theatre, publications such as Good Housekeeping as well as supporting businesses and boards through advisory relationships.
OUR WORK SPANS…
1-to-1 coaching, including families and couples
Group programmes
Workplace delivery
Organisational partnerships
Strategy and business growth
SARA (FOUNDER) ALSO DELIVERS…
Media
Podcasts and radio
Speaking engagements
Work with company boards
Training
Events
Our Approach
Financial coaching + mentoring + business support
Although finances are at the core, we don’t see money in isolation. We also don’t funnel clients into extensive coaching programmes they don’t need.
You get the right balance of support to build the life you actually want — whether you’re navigating personal finances, building a business, or both.
We draw on a blend of:
✓ Financial coaching — helping you think clearly, challenge assumptions, and find your own answers.
✓ Mentoring — sharing our extensive experience, tools, and practical guidance where it’s needed.
✓ Business Support — offering strategic input on pricing, structure, growth, and sustainability.
Wealth: “A plentiful supply of a particular desirable thing”
300+
hours as trainer on the UK’s leading course for financial coaches
1000+
coaching hours logged with qualifications
25+
years in financial services
Hello! I’m Sara Jane Maxwell
As a financial coach and founder of Wealth Coach, I’ve created this business because I see and have experienced a real need for you to own your own Financial Power and confidence.
Having spent the last 25 years in financial services, I have learned from the best and worst of the industry.
The thing which stands out the most to me is the need for everyone to have access to and an understanding of their finances.
That includes you.
I’ve spent years in businesses which I have felt support only those who already have money, the solutions and services being focused towards these people.
I believe it’s important for us to make a change, shake things up and offer what we do to everyone who wants it - not just those who have in the past traditionally benefited from it.
I have the relevant qualifications to enable me to operate as a Financial Planner, but have chosen the route of Financial Coaching as I feel this will have an impact and longer term benefit for the people I work with.
As a Financial Coach, I support you to make your own money decisions from an empowered place. I do not offer regulated financial advice.
I trained with Simonne Gnessen at Wise Monkey, the UK pioneer of Financial Coaching (where I went on to become a trainer myself). I also have coaching qualifications including the Professional Coach Diploma (ACTP) and further PCC awarded by the International Coaching Federation.
Media pack
Below is a Media Pack to make it easy for you to access my professional bio and official pictures. Please don’t hesitate to reach out if there’s anything further you need.
TRAINER OF FINANCIAL COACHES
I love teaching at Wise Monkey, the UK’s leading financial coach training provider
Since April 2023, I have had the great privilege to contribute to the wider profession of financial coaching. As one of four members of the training team for Wise Monkey’s Financial Coach Practitioner Certificate Training, I get to help shape the next generation of financial coaches alongside the fantastic Simonne Gnessen herself.
I love seeing the growth in our trainees during that programme - and enjoyed mentoring the new financial coaches with business growth.
I also love supporting the growth of financial coaching in the wider financial services industry.
“Sara brings something really special to the Wise Monkey training team. Her warmth and positive energy are immediately felt in the room, and she has a natural gift for creating the kind of environment where people feel genuinely able to open up and do their best learning.
She draws on deep experience from her own coaching practice - and that shows in both the skills she shares and the care with which she holds space for participants. We're thrilled to have her, and her enthusiasm for people's growth is infectious.”
SIMONNE GNESSEN
Founder of Wise Monkey Financial Coaching
HYPE SQUAD & STRATEGY
The Luinluland Self Love Team
Having worked with Lu as a client and loving what she brings to the world, I jumped at the chance to join the Self Love Team in 2024. We’ve hosted two camp retreats and spent last summer taking the Self Love Bus around festivals spreading the message of empowerment. Keep an eye out for us this summer!
I love nothing more than unlocking women’s wealth potential by emplowering them to connect with their money in a refreshingly practical and energising way.
“Sara is the solid, wise, honest, real, judgement free, inspiring human you need in your life.
From podcast guest to motivational speaker, from finance coach to workshop host, she offers something few people in the finance world do - she offers a judgement free space to sit with your relationship with money & your goals & tools to explore how that feels and how that works for you.
As a result of my personal work with her, I asked her to share her unique style of guidance and leadership to my online community and all my events. From unlocking your self worth to goal setting to unleashing your self-limiting beliefs - she’s your woman.”
LU FETHERSTONE
Founder of Self Love Team at Luinluland
PROGRAMME CO-LEAD & FOUNDER
Couples Talk Money
Kim and I co-founded Couples Talk Money in 2020. We’re now supporting our 8th cohort (and counting!)
Having met through the Wise Monkey financial coaching community, we recognised how powerful it might be to create a group programme where couples are supported with both the financial and relational aspects of money.
Kim has a background as an accredited therapist. Her 20+ years experience of working therapeutically with individuals and couples adds a fantastic dimension to our work together.
“Sara brings a wealth of experience, passion and creative energy to our work with couples. I feel very privileged to work alongside her.”
KIM CREWE
Co-founder of the Crescent Practice
EXECUTIVE COACHING
The Vibrancy Hub
I was delighted to be invited by Laura, the founder of the Vibrancy Hub, to join her team of associate executive coaches. They are doing leadership differently, bringing your whole self to a leadership role rather than hiding a part of yourself.
This brings more colour, energy, joy and vibrancy - which of course is also how we work at Wealth Coach.
I love the executive coaching and the opportunity to support board level executive members in their work.
“It was so important for us to find an aligned coach to work alongside us with some of the more senior leaders we work with. Sara is a fantastic coach who creates a safe, non judgmental space whilst also challenging and creating opportunities for real reflection and growth.
But most importantly her values align. She is warm, curious, funny, playful, loyal, honest, authentic and a total joy to work with.”
LAURA BAMBER
Founder of the Vibrancy Hub
FINANCIAL WELLBEING PROGRAMME LEAD
The National Theatre
The work began back in 2023, when I was approached to support their charitable Foundation, which helps people in crisis to address their finances and get the support they need.
We then expanded on this work to create a wider wellbeing programme, which supports all employees and contractors of the Theatre. It’s designed as a preventative measure of financial engagement and knowledge.
In 2026, we launched the internal podcast. This is designed to reach wider staff and teams, to bring more people into the conversation - we make it really accessible to start listening to information about money, talked about in a fashion that makes it easy to digest.
“Sara Maxwell is a brilliant, empathetic and no judgment coach whose work delivering workshops as well as 1:1’s has made a real impact on the lives of our staff and freelancers.
Working with her has been wonderful as her approach to the work is creative but extremely knowledgeable, making what is a tricky subject fun and empowering.”
HANNAH SCOTT
Welfare and wellbeing manager, National Theatre
My qualifications
➤ Diploma in Financial Advice (DipFA)
➤ Certificate in Mortgage Advice and Practice (CeMAP)
➤ Financial Coach Practitioner Certificate
➤ Professional Coach Diploma (ACTP)
➤ Professional Coach Certification with the International Coach Federation (ICF PCC)
Scope of work
Wealth Coach is a Financial Coaching practice.
We do not offer regulated financial advice. We will never tell you what to do, instead offering education and empowerment to allow you to understand and make the decisions relating to your money.
Code of ethics
I adhere to the Wise Monkey Code of Ethics, which I led a team to create, as part of my work with Wise Monkey - the UK-leading training provider for financial coaches.
Media mentions
Have a read or listen in - below is a sample of media, radio and podcasts.
If you’re interested in booking Sara Jane Maxwell, founder of Wealth Coach, please contact us.
Regular Segment on Cheshire’s Mix 56 radio
We love being “Cheshire’s Money Coach” - Listen to all the episodes here
Podcast selection
Put Yourself First (Kat Horrocks): The real reason couples fight about money (Nov 25)
Making Money: What to do when you disagree about money (Jul 25)
Fubar Radio, That Money Show: Episode 50 - Sara-Jane Maxwell & Leon Ward (Mar 25)
The Self Love Revolution podcast: Stop self-sabotage with Naz El-Mariesh & Sara Jane Maxwell
Women Are The Medicine: Dose #8: Wealth Coach Sara-Jane Maxwell on Unlocking Financial Freedom (Sept 24)
Other media mentions include…
You may also have seen Wealth Coach in places like:
Psychologies magazine
Red magazine
SAGA Money News (“The money secrets that people keep – and how to stop them damaging your relationship”, Feb 25)
Wondering who the founder of this business is?
My own personal philosophy is that growing wealth can be joyful, but so can the balance of spending it and figuring out what’s important to you. Personally, freedom is so important for me. I’m striving to be location independent due to a love of travel and meeting new people.
Living a life that’s true to me as an individual is magnificent.
- Sara Jane Maxwell
What wealth means to me
Wealth isn’t just about money.
The money is the basic, the need, the centre, the core.
Your money is the energy to feed the life you want.
The name Wealth Coach tells you that our financial coaching isn’t just about the creation and growth of your money; it’s about you creating a wealthy life and financial freedom, whatever that means to you.
My own money story
I’m on a life-long journey with money, just like you.
Personally, I’ve been a diligent planner and a saver since childhood. (Not a huge shock coming from a qualified financial planner!) Although this served me in many ways, it also meant that I was less willing to take risks with my money.
The truth is, it held me back.
Taking risks supports me to live life to the full!
Safety has been my personal money barrier (yours might be different). Taking the leap to run my own business is one of the ways that I’m evolving financially, as I’m committed to living a wealthy life, on my own terms.
What I love about coaching
At Wealth Coach, I get to combine my professional financial knowledge with a deep enthusiasm for supporting people like you on their journey of personal transformation.
I love creating the space for people to tackle their own sticking points and find their empowerment around money. I love working with my clients on practical ways to gain financial clarity, find balance, and move forward.
As a lover of art and design, I also enjoy making money visual, colourful, clear and real - something you can really see and relate to, fun and vibrant, not daunting or dull.
Travel
Now my son is older, travel has changed - we’re able to do the bigger and more exciting trips together.
There’s a change in the dynamic, where the two of us can work together on travel plans and budget. I recognise how proud I am of him and how he’s grown as a human!
Freedom
My number one value is freedom.
The camper van gives me a freedom of location and means I can have an office which can travel anywhere! It’s also what I use throughout festival season when I’m running workshops, experiences and retreats.
There’s no better feeling than packing up the van and taking off down the road, to a location I’ve never been to before.
“From podcast guest to motivational speaker, from finance coach to workshop host, Sara offers something few people in the finance world do. She offers a judgement free space, to sit with your relationship with money & your goals & tools to explore how that feels and how that works for you.”
— LU FETHERSTONE, founder of Luinluland
“After each session with Sara I’ve felt motivated, encouraged, uplifted, supported, acknowledged and affirmed. I feel more and more like I'm quite normal and not a failure which I originally thought I was. Proud that what I've built is good and worth the effort — and that there is someone in my corner genuinely cheering me on.”
— HAYLEY BROWN, founder of Bodyspace Movement
Let’s have a chat
If you’re ready to get clear on your money (or teetering on the edge!) simply hit the button below to schedule a call.
I’d love to speak with you.
