Upgrade your financial identity.
Transform your relationship with money.
I help intelligent, high-achieving women understand the emotional and behavioural patterns behind their financial decisions so they can create long-range clarity, confidence and financial wellbeing.
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Who This Is For
Many of the women I work with are capable, thoughtful and earning well. From the outside, they look successful. Yet money still feels emotionally heavy, mentally draining or inconsistent in a way they can’t quite explain.
They want to feel calm and self-trusting with their finances. They want to make decisions without second-guessing themselves. They want to stop feeling that money takes up more mental space than it should — and start feeling grounded, clear and in control of where they’re going.
If you’re looking for a more intelligent, compassionate and sustainable approach to financial wellbeing, you’re in the right place.
The Real Issue (And Why Traditional Advice Falls Short)
Most women were taught how to work hard, achieve and be responsible. What they were rarely taught is how to understand the emotional and psychological side of money — the beliefs, identity patterns and behavioural responses that quietly shape every financial decision.
This is why even smart, capable women can still find themselves avoiding decisions, repeating habits they’re ready to outgrow, feeling guilt or anxiety around spending, or struggling to feel secure despite good income.
The issue isn’t discipline. It’s insight.
When you understand what’s really driving your financial behaviour, change becomes steadier, calmer and far more lasting.
My Approach
The Financial Identity Framework™
All of my work is built around The Financial Identity Framework™ — a research-informed approach that brings together behavioural finance, financial psychology and emotional mastery to help women reshape how they think, feel and act around money.
Your financial identity is the internal lens through which you make decisions, respond emotionally, take action and imagine your future. When that identity shifts, your behaviour shifts — and your financial outcomes change naturally, without force or pressure.
This framework helps you understand the patterns beneath your money habits, soften emotional reactions that keep you stuck, strengthen self-trust, and build long-range financial stability in a way that feels grounded, sustainable and aligned with who you are.
This work is informed by both research and lived experience.
You can read more about my background and approach here.
Research-Informed, Human-Centred
My work is grounded in behavioural finance and financial psychology and is informed by a research partnership with Newcastle University, exploring how women make financial decisions and build financial wellbeing.
This research reinforces what I see repeatedly in practice: that financial wellbeing is far less about willpower or knowledge, and far more about identity, emotion and behaviour. These insights shape how I design my programmes and support women to create lasting change.
Ways to Engage
There are a few different ways to work with me, depending on where you are and the depth of support you’re looking for.
The Affluence Accelerator™
A six-week, focused experience designed to help you upgrade your financial identity, understand the behavioural patterns shaping your money decisions, and create clarity, confidence and momentum around your finances.
(Sales page coming soon)
The Wealth Identity Private Mentorship™
A six-month, high-touch container for women who want deeper personal, emotional and financial transformation, with tailored support and space for reflection, integration and long-range thinking.
(By application)
The Empowered Money Club
An ongoing membership for women who want steady support, accountability and financial education in a warm, grounded community.
This is a supportive space for learning, reflection and consistency — particularly helpful if you’re building confidence and stability around money.
The Action Taker's Book Club
A live, discussion-based book club where we meet weekly to read and explore one book at a time, with a small number of carefully chosen books each year.
This is a thoughtful, low-pressure way to engage with the ideas behind financial wellbeing, mindset and personal growth.
A Different Way of Thinking About Money
I believe financial wellbeing isn’t created through pressure, perfection or rigid rules. It’s created when a woman understands herself more deeply, feels emotionally anchored, and trusts herself to make decisions aligned with her values and long-term vision.
This work is warm, grounded and practical — and it honours the reality of women’s lives, responsibilities and inner worlds.
A place to start
If you’d like to explore this work gently, I’ve created a short, research-informed guide that looks at the cognitive and emotional patterns that quietly influence how women think about money, respond to it, and make decisions.
Many financial struggles are shaped beneath the surface — by habits of thought, emotional responses, and long-held assumptions that often go unnoticed. This guide offers language and perspective to help you recognise those patterns with greater clarity.
The 7 Hidden Cognitive Biases That Quietly Influence Women’s Money Decisions is designed to be read slowly and without pressure.
Access the guide →
Where to Begin
The work here is designed to help you understand the patterns shaping your relationship with money, and to create clarity from that understanding.
When you feel emotionally steady and grounded in yourself, financial decisions become easier and more consistent. Over time, money becomes quieter, and your sense of direction strengthens.
If that feels like the kind of change you’re looking for, I’d be glad to support you.
"What an amazing coach Sarah is. Having attend a few of her workshops, including 'Path to Financial Freedom' - I have to say it was absolutely incredible. It was the catalyst for change that I needed."
- Lee Markham
"Sarah is a real treasure. The skill, knowledge and heart she shares at every event is highly valuable. Impossible not to learn and grow when I'm in Sarah's space... authentic, intelligent, compassionate and patient - she is a rare gem indeed."
- Cat Ash
"Not only did I receive invaluable advice and strategies to grow my business, I know she will always be there to support me. Her unique view on life is refreshing, along with her brave spirit, which is inspiring. Forever grateful for your belief in me Sarah, thank you."
- Annabelle Richards
"Sarah helped me to identify what limiting beliefs I had around money. She enabled me to figure out how I view money, income, pricing structures in my business, investment and more. She took me through a process that made it simple for me to value my time and understand how I was holding myself back in business. I'm still finding value in what she taught me and noticing how my beliefs and blocks around money show up and how to get past them. Her Money School is a wise investment!"
- Karen 'Gem' Pohlman
"I'm so glad that I signed up for Sarah's 'Master Your Money' challenge. I initially overlooked it as I have never had 'money problems'. I have always been pretty frugal, and saved to ensure that I have a backup, due to my upbringing. But I have neglected tracking actual numbers. I am not a numbers person so I try and ignore them as much as possible! This challenge has inspired me to actually take control. I am getting into better habits with a clear system in place, tracking spending, opening a specific business account and also an investment account. I am feeling really empowered as a result, and learning so much about myself. Thank you Sarah!"
- Hazel Turner
"I have loved being a part of Master Your Money May and have reflected on some huge shifts for me - finally getting on top of recording my money moves and understanding a lot of what I thought was "my stuff" isn't... Thank you for all of your help! Your wisdom, guidance and support is incredible. The expansive conversations, thought provoking challenges and real shifts inside the WhatsApp groups were amazing to be involved in. It's SO important as a business owner to go deeper into your own subconscious around any blocks that could be affecting your decisions and money is always a huge one! Your work is amazing and I will always recommend you"