Financial Coaches Network - The Podcast: Build your Financial Coaching Business

Hosted by Joshua Escalante Troesh, Garrett Philbin, Amelie Riendl, and Emily Blain

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Oct 2026

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October 15, 202630 min

#217: AFCPE Symposium Q&A with AFCPE Executive Director Rachael DeLeon

This episode features AFCPE Executive Director Rachael DeLeon who shares what attendees can expect at the upcoming AFCPE Symposium, its purpose and why you should attend. The conversation highlights keynote speakers, breakout-session trends, enhancements for virtual attendees, and the community‑building experiences that make the symposium a signature event for financial counselors, coaches, and educators. Top takeaways: The AFCPE Symposium ( http://AFCPE.org/symposium ) brings together researchers, practitioners, educators, nonprofits, military‑focused professionals, and private practitioners for three days of cross‑disciplinary learning. The symposium allows people from different practice areas to learn from each other and bring new ideas to their counseling practice. The AFCPE is a national nonprofit that certifies, educates and supports financial coaches, counselors, and educators. Continuing Education (CE) opportunities: Pre-Approved for 15 CEUs for AFC® professionals and 14 for CFP® professionals. AFC’s can watch additional material and submit additional CEUs. AFC Candidates can submit experiential hours for attending and watching sessions This year’s theme, All In , emphasizes collaboration across roles, communities, and professional backgrounds. Keynotes include Dr. Kate Mielitz & Jamie Chandler ( All in for Impact ), Colin Ryan (TED‑style storytelling), Dr. Kristy Archuleta (burnout), and Steven Hughes (money narratives). Other sessions include AI in consumer financial guidance, money dysmorphia, and emerging student research. Virtual attendees receive livestreamed keynote and general sessions, interactive chats, watch party discussions and access to all recorded breakout sessions. The Knowledge Bowl returns with student teams competing onstage. How do you decide which sessions to attend? Make time to attend different types of presentations, especially those that may be different from your typical community. Attend at least one Research to Practice session. If deciding between multiple sessions to attend a live session, choose the one where you think you’ll have the most questions or may be able to apply to your practice. Live sessions do take questions from the virtual audience! Look at this as an opportunity to talk to people you don’t normally have a chance to interact with. Use your network to “divide and conquer” - take notes and share what you learned with each other Plan to attend a post-symposium “watch party” to continue learning by watching recorded videos followed by a group discussion - either through the AFCPE or with FCN Sign up for the 2026 AFCPE Symposium at https://www.afcpe.org/symposium (in person or virtual) In Person: Bethesda North Marriott Hotel and Conference Center, Bethesda, MD (greater Washington D.C. area) Check out the schedule at: https://www.afcpe.org/symposium-schedule/ Tuesday, November 17 – Thursday, November 19, 2026 The early bird discount continues for virtual attendees through the start of the symposium! This episode offers a lively, inside look at why the AFCPE Symposium continues to be the place where financial professionals “find their people” and go All In —whether attending in person or virtually.

October 1, 202641 min

#216: How can I use AI to help create marketing materials?

Josh and Amelie explore how financial coaches and small‑business owners can use AI as an idea‑generating tool to help with marketing materials without letting it replace human judgment. Top takeaways: Start with deep research about your audience. AI works best when fed detailed information about your niche, including their anxieties, hopes, and motivations. AI is best used as an idea generator, not a final creator. AI can help give ideas during your brainstorming phase when working on creating a new ad. One or more suggestions may spark ideas, though they will likely be different from the actual suggestions from AI. Use AI to build the different assets of the advertisement one part at a time, such as themes, headlines, taglines, imagery, body copy and call to action. AI generated imagery requires careful review to look for biases and odd patterns. Full ads created by AI tend to be oversaturated with communications. With multiple messages fighting for attention, key messaging gets lost or left out completely. The final polishing of an ad is faster and more effective when done by a human. Everyone who uses AI should fact check any information received from AI before publishing any content (see ‘Dead Internet Theory). To help keep alignment with your brand voice, a Brand Bible can help AI stay consistent with your brand voice, values, and style. Ownership of intellectual property related to AI generated content is not defined and will continually change depending on bodies of law and case law. AI‑generated content is likely not copyrightable. Content created by AI may pull from copyrighted sources. AI is best used to help provide inspiration for your marketing materials, writing the copy yourself. AI can help speed up brainstorming and production, but only when paired with strong marketing fundamentals, careful prompting, and thoughtful human refinement. Want help building or growing a successful financial coaching business? Start here: Love coaching but not running a business? Check out MoneyCoach Network: https://www.financialcoachesnetwork.com/moneycoachnetwork Exploring financial coaching? Join our free community of 6,000+ coaches: https://www.facebook.com/groups/financialcoachescommunity Launching your business? Check out FCN Biz DIY, our step‑by‑step program: https://www.financialcoachesnetwork.com/biz-diy Ready to learn more? Get our free 8‑part email series with 30+ tips: https://www.financialcoachesnetwork.com/pre-launch-email-series

September 15, 202624 min

#215: Inside the State of Financial Coaching: New Data Hub, 2025 Data & 2026 Survey Launch

Josh and Amelie summarize the high level findings from the 2025 State of Financial Coaching Study. Plus, they announce the launch of the new Survey Data Hub, along with how to get free (limited time) access by completing the 2026 survey. Top takeaways: Niches work: Coaches with clearly defined niches consistently charge more across all pricing models, likely because they deliver specialized support. Success takes time: On average, it takes about 3.5 years to reach the growing phase and 5 years to reach the coasting phase of a coaching practice. Credentials may help drive growth: Two‑thirds of high revenue growth coaches hold credentials (most commonly the AFC® ), while two‑thirds of declining revenue coaches have no credentials. “Financial coach” title leads : Most practitioners identify as financial coaches, with financial counselor as the second‑most common self-assigned title. Access to survey insights is now easier : The new Survey Data Hub provides expanded data, available for purchase or free limited time access when completing the survey. The 2026 survey is live through December 1, 2026. With the 2026 survey now open, it’s the ideal time to share your experience and gain limited time access to the expanded Data Hub: https://form.jotform.com/261254448203149 . Want help building or growing a successful financial coaching business? Start here: Exploring financial coaching? Join our free community of 6,000+ coaches: https://www.facebook.com/groups/financialcoachescommunity Love coaching but not running a business? Check out MoneyCoach Network: https://www.financialcoachesnetwork.com/moneycoachnetwork Ready to learn more? Get our free 8‑part email series with 30+ tips: https://www.financialcoachesnetwork.com/pre-launch-email-series Launching your business? Check out FCN Biz DIY, our step‑by‑step program: https://www.financialcoachesnetwork.com/biz-diy

September 1, 202642 min

#214: Financial Counseling Chapter 5 - The Importance of Self-Awareness for Financial Counselors and Clients

Josh and Emily continue their discussion of the Financial Counseling textbook by Durband, Law, and Mazzolini. This episode focuses on Chapter 5, exploring how self‑awareness shapes the effectiveness of financial counselors, emphasizing the need for professionals to understand their own traits, biases, past experiences, and emotional triggers. The hosts discuss how counselor self‑awareness influences client relationships, goal‑setting, and the ability to adapt plans, while highlighting tools like transference awareness, cognitive bias recognition, and reflective practice. Top takeaways: Self‑confidence can be both a strength and a blind spot, often reducing a counselor’s tendency to self‑question. Flexibility is essential—rigid, book‑based systems (e.g., Ramsey‑style plans) fail to meet clients where they are. Emotional bonds require vulnerability with boundaries, balancing empathy with professionalism. Mutual agreement on goals is critical to success; when counselors impose their own priorities or values, the goal will likely not be achieved. Understanding personality theory strengthens counselor self‑awareness, helping professionals recognize how their traits, past experiences, and default reactions shape client interactions. Transference and counter‑transference shape client interactions, especially around emotionally charged topics like debt. Cognitive biases distort judgment, making ongoing self‑reflection critical for accurate decision-making. Past experiences shouldn’t become default recommendations; what worked for the counselor may not fit the client’s situation. Self‑awareness practices matter: seek feedback, record and review sessions (with client permission), track session participation, work underneath or with other coaches, track recommendation success, and watch yourself for auto‑recommendations. Money history questions can deepen understanding of yourself. Self‑care supports counselor effectiveness, improving emotional presence and reducing reactivity. Chapter 5 of Financial Counseling reinforces that self‑awareness is not optional—it’s foundational. Counselors who understand their own biases, triggers, and histories are better equipped to build trust, personalize guidance, and support clients with clarity and compassion. Want help building or growing a successful financial coaching business? Start here: Exploring financial coaching? Join our free community of 6,000+ coaches: https://www.facebook.com/groups/financialcoachescommunity Ready to learn more? Get our free 8‑part email series with 30+ tips: https://www.financialcoachesnetwork.com/pre-launch-email-series Launching your business? Check out FCN Biz DIY, our step‑by‑step program: https://www.financialcoachesnetwork.com/biz-diy Love coaching but not running a business? Beta test MoneyCoach Network: https://form.jotform.com/231063470154043

August 15, 202632 min

#213: When Should I Get an Office?

In this episode, Joshua Escalante Troesh CFP® and Amelie Riendl AFC® break down the stages of evolving your workspace as a financial professional, from arranging your first home office to deciding when it’s time for an office outside the home. They explore privacy, professionalism, client expectations, city regulations, and how AI is reshaping in‑person trust. Top takeaways: Stage 1: A dedicated, private, lockable space is essential for confidentiality when meeting with clients. Stage 2: As more clients request in‑person meetings (especially in an era of AI uncertainty) having a professional, a client‑ready space within the home becomes increasingly important. Stage 3: Growth, hiring staff, city zoning rules, and client volume may require transitioning to an external office. Shared office spaces have changed; subleasing from professionals may be a better option. Not every client should be invited into a home office, identify your criteria such as an established relationship, signed agreement, advance payment, and engagement level. Business maturity drives the final step. When your workload, staff needs, or client flow exceed what a home setup can support, a standalone office becomes the natural next phase. This episode gives financial coaches a clear, practical framework for recognizing when it’s time to upgrade their workspace to support long‑term business growth. Want help building or growing a successful financial coaching business? Start here: Exploring financial coaching? Join our free community of 6,000+ coaches: https://www.facebook.com/groups/financialcoachescommunity Ready to learn more? Get our free 8‑part email series with 30+ tips: https://www.financialcoachesnetwork.com/pre-launch-email-series Launching your business? Check out FCN Biz DIY, our step‑by‑step program: https://www.financialcoachesnetwork.com/biz-diy Love coaching but not running a business? Beta test MoneyCoach Network: https://form.jotform.com/231063470154043

August 1, 202643 min

#212: When The Money Runs Out Before the Month Does

In this episode, Joshua Escalante Troesh CFP® and Amelie Riendl AFC® explore why households sometimes run out of money before the month ends, how to recognize warning signs, and what practical steps can help close the gap between income and expenses. Josh and Amelie discuss emotional dynamics, spending patterns, budgeting strategies, and ways to thoughtfully increase income. Together, they break down both short‑term fixes and long‑term solutions for getting back on track. Top takeaways: Spot the warning signs: Rising debt balances, shrinking savings, denied loans, relationship stresses, or unusual financial account activity may signal a need to look into your spending. Avoid blame: Blame (toward a partner or yourself) shuts down conversations and problem‑solving. Focus on understanding the cause rather than assigning fault. Identify the root cause: Determine whether the issue is a one‑time event, an annual expense, or a recurring monthly shortfall. Each requires a different solution. Start big: Look for opportunities to change your biggest expenses first (e.g., housing, cars). Even though they’re harder to change, they can be easily ruled out and may have a massive impact if you can find one to change. Prioritize what matters : Protect “sacred” spending categories and start trimming low‑priority, high‑cost areas first. Introduce friction: Make impulse spending harder—remove saved cards, disable one‑click purchases, and delete shopping accounts. Increase visibility: Track spending using software, avoid cash, and set regular check‑ins to understand where you are throughout the month. Before making a major financial decision, set a spending limit that prompts a check-in. Analyze impact of cutting expenses: When looking for places to reduce expenses, take time to understand the impact of reducing or eliminating that expense. Instead of going cold turkey, try cutting back slowly to see how it actually impacts your life and well-being. Consider income adjustments: Explore job changes, negotiate raises, or pursue small educational steps that boost earning potential. Small wins matter: Even closing the gap by $100–$200 a month is meaningful progress. Focus on positive progress, not the total gap. With awareness, communication, and some intentional changes, you can turn a stressful money shortfall into a path toward stability and confidence. Resources: Episode 210: The Simple Budget Roadmap Episode 205: Guilt & Shame Around Money Want help building or growing a successful financial coaching business? Start here: Exploring financial coaching? Join our free community of 6,000+ coaches: https://www.facebook.com/groups/financialcoachescommunity Ready to learn more? Get our free 8‑part email series with 30+ tips: https://www.financialcoachesnetwork.com/pre-launch-email-series Launching your business? Check out FCN Biz DIY, our step‑by‑step program: https://www.financialcoachesnetwork.com/biz-diy Love coaching but not running a business? Beta test MoneyCoach Network: https://form.jotform.com/231063470154043

July 15, 202630 min

#211: Business Loans - From Setup to Repayment

In this episode, Joshua Escalante Troesh CFP® and Amelie Riendl AFC® break down how to properly structure, document, and repay owner-funded business loans—from deciding whether the money should be treated as a loan or a capital contribution, to understanding tax, legal, and bookkeeping implications. The conversation highlights why documentation matters, when to involve an attorney, and how repayment mechanics work. Top takeaways: Many new businesses start with capital contributions, not loans, which add unnecessary complexity early on. The first (and most important) step is deciding whether the money should be a loan or a capital contribution, as each has different tax and legal consequences. Proper documentation protects you in audits and lawsuits; even loans to yourself could benefit from having a signed agreement outlining the key terms of the loan. Loan payments must be split between principal and interest, and interest must be reported as income to the owner. Proper bookkeeping may benefit from hiring professional services to help. If repayment terms need flexibility, an attorney should draft provisions that a reasonable third party would accept. Poorly documented loans can jeopardize liability protection and may require costly retroactive bookkeeping and tax corrections. With thoughtful planning and proper documentation, owner loans can support your business without creating future financial or legal headaches. Want help building or growing a successful financial coaching business? Start here: Exploring financial coaching? Join our free community of 6,000+ coaches: https://www.facebook.com/groups/financialcoachescommunity Ready to learn more? Get our free 8‑part email series with 30+ tips: https://www.financialcoachesnetwork.com/pre-launch-email-series Launching your business? Check out FCN Biz DIY, our step‑by‑step program: https://www.financialcoachesnetwork.com/biz-diy Love coaching but not running a business? Beta test MoneyCoach Network: https://form.jotform.com/231063470154043

July 1, 202632 min

#210: The Simple Budget Roadmap

In this episode, Joshua Escalante Troesh CFP® and Amelie Riendl AFC® break down why most first-time budgets fail and offers a simple, realistic roadmap for building a budget you can actually stick with. Top takeaways: Budgets fail when they’re too complex, too time‑consuming, or overly restrictive. Start with a simple budget: Use reliable monthly income as your baseline—especially if your income varies. Identify fixed expenses first (such as rent/mortgage, utilities, groceries), turning them into a fixed expense if possible. Estimate optional obligations (like streaming or gym memberships). Identify lifestyle expenses , recognizing that your estimates will be off the first few months (or longer!). List financial goals as if money were unlimited (both debt & savings goals). Prioritize your goals realistically–you will likely not fund them all at one time. Building your first budget should take about 15 minutes—don’t get lost in details. Focus on forward progress when you first start budgeting, not perfection. Make sure your experience with budgeting is a positive one. Be careful not to identify optional expenses as necessities. Building a basic budget will take months to get “right” (and it will never be perfect). Convert irregular costs (holidays, car repairs, gifts) into monthly sinking funds. High‑interest debt payoff will likely be one of the top goals for most people. Create a “wish list” for extra income months so decisions aren’t driven by impulse. To go beyond the simple budget, consider using a software to help track spending ongoing. With a simple roadmap and a few intentional choices, anyone can build a budget that fuels their goals and transforms their financial future. Want help building or growing a successful financial coaching business? Start here: Exploring financial coaching? Join our free community of 6,000+ coaches: https://www.facebook.com/groups/financialcoachescommunity Ready to learn more? Get our free 8‑part email series with 30+ tips: https://www.financialcoachesnetwork.com/pre-launch-email-series Launching your business? Check out FCN Biz DIY, our step‑by‑step program: https://www.financialcoachesnetwork.com/biz-diy Love coaching but not running a business? Beta test MoneyCoach Network: https://form.jotform.com/231063470154043

June 15, 202625 min

#209: Effective Websites Part II

In this episode, Joshua Escalante Troesh CFP® and Amelie Riendl AFC® continue their discussion into what makes a website truly effective. The conversation explores how to build trust, structure your site, avoid common design pitfalls, and ensure your website actually supports your business goals. Top takeaways: Build trust on your website through signals, such as credentials, media mentions, and affiliations, rather than volume of content. A homepage should clarify your value proposition and guide the next step Match your website’s design to your niche’s preferences (e.g., compartmentalized vs. one page, device used for access, scrolling vs. clicking). Know when to stop DIY‑ing and get help designing or managing your website Don’t overload your website with information, unless your niche wants the detail Attract your niche and intentionally filter out people who are not your ideal client Focus on a primary purpose for your website (e.g., client vs prospect), rather than trying to appeal to multiple audiences Review your site regularly for outdated pricing, processes, or credentials When your website reflects your purpose, your values, and your niche, it becomes one of the most powerful marketing tools in your business. Want help building or growing a successful financial coaching business? Start here: Exploring financial coaching? Join our free community of 6,000+ coaches: https://www.facebook.com/groups/financialcoachescommunity Ready to learn more? Get our free 8‑part email series with 30+ tips: https://www.financialcoachesnetwork.com/pre-launch-email-series Launching your business? Check out FCN Biz DIY, our step‑by‑step program: https://www.financialcoachesnetwork.com/biz-diy Love coaching but not running a business? Beta test MoneyCoach Network: https://form.jotform.com/231063470154043

June 1, 202622 min

#208: Effective websites: Part I

In this first episode of a two part series, Joshua Escalante Troesh CFP® and Amelie Riendl AFC® discuss what makes a website convert, starting with defining your site’s primary purpose and truly understanding your niche. Top takeaways: Start by identifying your website’s primary goal, even if it will support many functions Don’t copy websites you like, instead focus on what your audience would like Focus on your niche for messaging, such as language, depth, and tone Navigation should follow how users naturally search, and your website’s purpose Analyze real user behavior to refine pages, navigation, and calls to action. Lead with what prospects care about most If you don’t deeply understand your niche, you don’t have one. As Josh puts it, “When you just have a group of people that you haven’t done the research on… you don’t have a niche.” Watch for the next episode, where we continue our conversation on building effective, high‑converting websites. Want help building or growing a successful financial coaching business? Start here: Exploring financial coaching? Join our free community of 6,000+ coaches: https://www.facebook.com/groups/financialcoachescommunity Ready to learn more? Get our free 8‑part email series with 30+ tips: https://www.financialcoachesnetwork.com/pre-launch-email-series Launching your business? Check out FCN Biz DIY, our step‑by‑step program: https://www.financialcoachesnetwork.com/biz-diy Love coaching but not running a business? Beta test MoneyCoach Network: https://form.jotform.com/231063470154043