The purpose of The Many Faces of a Financial Coach blog series is to inspire up-and-coming and veteran coaches alike. Our mission is to show the beautiful uniqueness to coaches overall while telling their story, describing their niche and allowing them to offer tips & advice to other coaches. Profiles of coaches are not necessarily participants or graduates of the Financial Coach Academy training program (although some are). It’s purely for inspirational purposes only.


Alicia Fitzgerald


When did you start your Financial Coaching business? 


Tell us about your journey to becoming a financial coach.

I have always had a passion for helping people understand money. I spent years working with local refugees to teach financial literacy and independence. Eventually, my passion lacked a plan to move forward. I was stuck in the rat race  and not able to help these clients as much as I would have liked. I left retail banking/lending after 6 years to launch a career doing what REALLY matters in my community.

Why did you become a financial coach?

I believe that teaching people about money is the foundation of financial freedom. I became a financial coach so that I can do my part to reshape socioeconomic situations.

Who is your ideal client? What is the main problem you help your clients solve?

My ideal client is someone who is motivated to improve their lives and pay it forward. This client has issues with getting out of debt and lacks the fundamental knowledge of finances and credit.

What is a strategy, tip or piece of advice you give your clients often?

I tell my clients that things that are easy aren’t worth having. Knowing that they put in the work to improve their own situation will make it much more important for them and even after our program has ended they will have lifelong value and the drive to continue learning.

What is a strategy, tip or piece of advice you could give to other financial coaches?

Do what you say you will do. If you set a goal for yourself then put the effort into achieving it (even if it’s a stretch). If you promise something to a client you should always follow through. As an entrepreneur YOU are the backbone of your business and reputation.

What is one thing you learned the hard way when it comes to being a financial coach?

Just because you have everything figured out on paper doesn’t mean it will go according to plan. Getting clients takes effort !

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