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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208

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Jun 2026

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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website (e.g., client vs prospect), rather than trying to appeal to multiple audiences Review your site regularly for outdated pricing, processes, or credentials When your website reflects your purpose, your values, and your niche, it becomes one of the most powerful marketing tools in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/financialcoachescommunityReady to learn more? Get our free 8‑part email series with 30+ tips:https://www.financialcoachesnetwork.com/pre-launch-email-seriesLaunching your business? Check out FCN Biz DIY, our step‑by‑step program:https://www.financialcoachesnetwork.com/biz-diyLove 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/financialcoachescommunityReady to learn more? Get our free 8‑part email series with 30+ tips:https://www.financialcoachesnetwork.com/pre-launch-email-seriesLaunching your business? Check out FCN Biz DIY, our step‑by‑step program:https://www.financialcoachesnetwork.com/biz-diyLove coaching but not running a business? Beta test MoneyCoach Network:https://form.jotform.com/231063470154043

May 15, 202646 min

#207: Decode Your Paycheck: What All Those Numbers Really Mean

In this episode, Joshua Escalante Troesh CFP® and Amelie Riendl AFC® break down each section of a paycheck—what the numbers mean, why they matter, and how understanding them can help you avoid surprises and make smarter financial decisions. They explore required and optional deductions, tax withholdings, employer‑provided benefits, PTO tracking, and common paycheck misconceptions. The conversation empowers listeners to confidently read their pay stubs, spot errors, and use HR and financial professionals as resources. Top takeaways: Why it matters: Understanding your paycheck helps you anticipate taxes, bonuses, and benefits—and avoid surprises. Required deductions: Federal and state tax withholding, Social Security, Medicare, unemployment insurance (UI), and disability insurance (DI) all appear on your pay stub, often under confusing acronyms. Bonuses aren’t taxed more: They feel heavily taxed because withholding formulas differ, not the tax rate itself. Your W‑4 is powerful: Adjusting it can prevent big tax bills or oversized refunds; many never revisit it after being hired. You pay for Unemployment Insurance (UI) and Disability Insurance (DI): These aren’t “government handouts”—the insurance premiums are deducted from your paycheck. Using them when you need them is no different than filing a claim with your car insurance after an accident. Optional deductions: 401(k) contributions, employer stock plans, life and disability insurance, and other benefits may impact taxable income. PTO tracking matters: Vacation and sick time accruals are often miscalculated—monitoring them protects benefits you’ve earned. Paycheck fluctuations: Changes often come from hitting the Social Security cap, maxing out 401(k) contributions, benefit changes, PTO payout, or reimbursement timing. Red flags: Hours worked not matching the pay stub, PTO not accruing correctly, or unexplained swings in deductions. HR/Payroll is your ally: Most issues are simple system errors, and HR teams want to help employees understand their benefits and deductions (they may even be excited to share it with you).   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

May 1, 202625 min

#206: What do I do when a past client reaches out for "free" advice?

In this episode, Josh and Amelie tackle the tricky situation of past clients reaching out for “quick” free advice and how financial coaches can respond professionally, ethically, and without resentment. The hosts explore liability concerns, time boundaries, client expectations, and the importance of avoiding assumptions about a client’s motivations. They also share practical scripts and strategies for setting clearer expectations in future engagements.Top takeaways: A client’s history matters: a positive past relationship may lower risk, while a contentious one increases liability concerns. Not responding can create more liability than providing advice — or vice versa — depending on the situation. Your time has value; if a question requires more than a quick response, you may choose to offer a paid one‑off session. When you can’t responsibly answer, explain why (e.g., I don’t have updated information, I have questions for you) and offer factors and questions for them to consider. Provide a path forward; some ideas include: a link to schedule a consultation or coaching session, a short‑term engagement proposal, or suggestion for an annual update. Frequent “quick question” clients may need a gentle nudge toward an ongoing or annual service model. Never assume a client’s motivation — many genuinely believe their question is simple and may be reaching out simply because they trust you. Set expectations early: define what follow‑up support includes, what’s out of scope, and how additional questions are handled. Avoid reinforcing the pattern by responding with “no problem, reach out anytime,” even when the question is simple. Boundaries protect both sides: responsible advice requires current information, context, and a professional structure.    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

April 15, 202631 min

#205: Guilt & Shame Around Money

This episode with Josh and Amelie explores the difference between guilt and shame around money, why so many people internalize financial mistakes, and how those emotions can either motivate change or shut it down. The hosts break down how societal pressure, financial pundits, and even well‑meaning professionals can unintentionally fuel shame — and what it takes to separate your identity from your financial actions. They close with practical steps for rebuilding a healthier relationship with money through small, consistent decisions. Top takeaways: Guilt is about actions (“I made a mistake”), while shame attacks identity (“I am a bad person” or “I don’t have self control”). Shame often comes from external sources — society, family, financial pundits — while guilt tends to come from within. Tone and language matter: even well‑meaning financial professionals can unintentionally trigger shame. Common guilt triggers include debt, retirement savings, renting vs. owning, parenting pressures, and social comparison. Social media amplifies unrealistic comparisons, making people feel uniquely flawed even when their struggles are common. The first step in healing is separating you from your financial actions — you are not your mistakes. Professional psychological support can help untangle shame and build healthier thinking patterns. Change starts with identifying specific actions, not broad failures (“What exactly led to this?”). Not all “bad” financial outcomes mean the decision was wrong — context and long‑term impact matter. Small, repeated good decisions compound over time; you don’t need perfection, just a better ratio of good to bad choices.

April 1, 202634 min

#204: FINRA Fellowship - A Path to AFC® Certification for Military Spouses

Amelie discusses FINRA Foundation Military Spouse Fellowship Program, a path to AFC Certification for mil spouses! She is joined by Valerie Richards from AFCPE® and Cherie Stueve, a frequent FINRA Fellowship Instructor to discuss the process! Top takeaways: The FINRA Fellowship process is a great networking and community building opportunity. The AFCPE Symposium is a huge networking and community building conference for everyone!! It’s a very strong, tightknit group with strong interpersonal connections and support both during and after the certification process. There are regular, virtual, regional meetings as well to chat and connect. Applications are open now! You can find more info here: https://www.finrafoundation.org/military-spouse-fellowship-program    2026 Deadline: April 15, 2026  

March 15, 202641 min

#203: Estate Planning/Wills

Joshua and Amelie break down what an estate really is, why everyone already has an estate plan (even if they never created one), and why the Last Will and Testament is often the least powerful document in the entire process. The conversation explores essential documents like advance medical directives and powers of attorney, clears up common misconceptions, and highlights the one crucial role a will play for parents of minor children. Top takeaways: An “estate” includes far more than real estate — it’s everything you own, owe, or control before and after death, including digital assets. If you don’t create an estate plan, your state already has one for you — and it may not reflect your wishes. The most essential documents for nearly everyone are: an advance medical directive (living will), durable powers of attorney (health + finances), and, for parents of minors, a will. Guardianship designations for minor children only live in a will, making it critical for parents. Titling and beneficiary designations (in that order) override your will, meaning most financial assets never pass through it. Trusts also override the will. Wills are often less powerful than people assume; they mainly serve as a safety net for anything not handled elsewhere. Trusts can provide control, clarity, and protection — but they require thoughtful planning and aren’t one‑size‑fits‑all. Estate plans should be reviewed after major life events — both in your family and in the lives of your chosen guardians or decision‑makers. Executors often have less responsibility than people expect when the rest of the estate plan is structured well. Estate Planning Podcast Series What Is an Estate Plan?  A practical overview of what an estate includes, why everyone already has an estate plan by default, and the essential documents every adult should have in place. Trusts: How They Work & When They Matter (episode 151) A clear breakdown of what trusts actually do, common misconceptions, and when they’re useful for clients. https://www.financialcoachesnetwork.com/podcasts/financial-coaches-network-the-podcast-build-your-financial-coaching-business/episodes/2148895609 Executors, Trustees & Key Roles in an Estate Plan (episode 152) An explanation of what executors and trustees really do, how to choose them, and common pitfalls to avoid. https://www.financialcoachesnetwork.com/podcasts/financial-coaches-network-the-podcast-build-your-financial-coaching-business/episodes/2148898929 Marital Assets, Separate Property & Your Estate Plan (episode 153) A discussion of how marital vs. separate assets are defined, how different states treat them, and why that matters for estate planning decisions. https://www.financialcoachesnetwork.com/podcasts/financial-coaches-network-the-podcast-build-your-financial-coaching-business/episodes/2148903744  DIY Estate Planning: When It Works and When It Doesn’t (episode 155) An exploration of when simple, do‑it‑yourself estate planning tools can be appropriate and when they may create costly problems. https://www.financialcoachesnetwork.com/podcasts/financial-coaches-network-the-podcast-build-your-financial-coaching-business/episodes/2148917443  Your Role as a Financial Coach in Estate Planning (episode 156) A conversation about how far coaches can go, where the line to legal advice is, and how to collaborate effectively with attorneys https://www.financialcoachesnetwork.com/podcasts/financial-coaches-network-the-podcast-build-your-financial-coaching-business/episodes/2148921115

March 1, 202627 min

#202: Just Do It -- Creating Content for Your Niche

Joshua and Amelie explore how financial coaches can confidently create content that truly resonates with their niche—whether for speaking engagements, freebies, or prospecting. They break down why generic financial topics fall flat, how to anchor your message based on real pain points, and why saying “yes” to opportunities (even before you feel ready) is the key to growth.  Top takeaways: Start with real niche research. You can’t create meaningful content without understanding your audience’s lived experiences, pain points, and financial realities through solid research of large studies or extensive conversations with hundreds within your niche. Generic financial topics won’t help you stand out. Budgeting, emergency funds, and debt payoff are oversaturated and dominated by huge voices; your differentiation comes from specificity, not repetition. Pain points drive everything. People don’t search for “how to budget”—they search for solutions to problems like saving for a down payment.  Good content solves a real problem. Frame your content around a high‑priority pain point, then introduce financial tools as part of the solution—not the headline. Avoid stretching to make a connection. If you have to force a link between their pain point and your financial solution, skip it. If it’s a stretch for you, it’s a leap for them. Your expertise is in finances, not their profession. You don’t need to know more about being a pilot than a pilot—you need to know how money works for people like them. Research fills the gap. The worst‑case scenario isn’t actually bad. If a talk doesn’t land, they weren’t going to hire you anyway. The real loss is never taking the opportunity. Focus on the engaged people in the room. Some attendees will tune out no matter what; they’re not your audience. The ones paying attention are the ones who might become clients. Prepare content before you need it. Build simple, flexible slide decks or outlines so you can confidently say yes and customize later instead of starting from scratch when an opportunity comes along. Learn basic teaching skills. Community college or extension courses on lesson planning or pedagogy can make you a stronger, more confident presenter.

February 15, 202627 min

#201: Tax Deductions 101

Joshua and Amelie break down the basics of tax deductions and tax credits, offering a simple, high‑level overview to help listeners understand how these tools may reduce their tax bill.  Top takeaways: Tax deductions and tax credits both help you pay less in taxes, but they work differently Tax credits offer a dollar‑for‑dollar reduction in your taxes owed— the government treats you as if you paid that amount in taxes. Tax deductions reduce the amount of income the IRS considers taxable. The value of a deduction depends on your tax bracket; higher‑income earners generally benefit more because of progressive tax rates In some cases, you can choose between claiming something as a tax credit or a tax deduction When comparing “above the line” and “below the line” deductions, the “line” refers to your Adjusted Gross Income (AGI). Above the line deductions (adjustments to income) reduce your AGI, which can affect eligibility for certain benefits and credits. Common above the line deductions include retirement contributions (like 401(k)s) and legitimate business expenses  Below the line deductions are taken as either the standard deduction or itemized deductions (such as charitable giving or state taxes) MAGI (Modified AGI) is used throughout the tax code, but calculating it can be complex and varies by program — tax professionals handle this best A tax professional can sometimes help you legally shift deductions from below the line to above the line Nearly everyone can benefit from working with a qualified tax professional Many valuable tax credits exist for people with low income, but they’re often missed when taxes aren’t filed or are filed incorrectly The Earned Income Tax Credit (EITC) is widely under‑claimed; most eligible households never receive it. For families with children, the EITC can average around $3,000 — far more than the cost of basic tax preparation. Check out AICPA’s Guide on How to Choose a CPA Look for tax professionals with one of these credentials: Certified Public Accountant (CPA), Enrolled Agent (EA), or Tax Attorney

February 1, 202628 min

#200: Your Business Emergency Plan

Joshua and Amelie share their thoughts on what should go into a business emergency plan. As a section in your business plan, the emergency plan is there to guide you whenever there is any kind of action that causes a disruption to your normal business operations, from natural disasters that displace you for weeks or months to power outages that last just a few hours. Top takeaways: A written emergency plan shows that you care about serving your clients.  The SEC requires a disaster recovery plan for Registered Investment Advisors (RIAs). Sections to include in your emergency plan include:  Office Space - including short term and long term plans Equipment - including your computer and phone Regulatory - including liability and access to client data Third party vendors - including key contacts at each Employees - emergency recovery plan for employees Critical contact list - contact information for clients in the case of an emergency A small battery back up system for your computer combined with the plan to use your phone as a hotspot are simple starting points. Having suitable alternative office spaces readily available will help when an actual emergency happens. A password management system can help give you access to your important websites, passwords and third party vendors. Include software security for any new or alternative equipment in the appropriate section. Make a paper copy of your business recovery plan for easy access. Notify clients of an emergency or change to your business only when they’re impacted (e.g., upcoming meetings you may miss). Documentation of your plan is important, but you can start with big picture steps and refine it over time. You can contact an RIA compliance consultant for a template.