About

On paper, money is straight forward. “Spend less than you earn, put a little aside for a rainy day.”
Everyone knows that. And yet, many very smart people get stuck right here: they know what’s “right,” but they can’t implement it, and they feel terrible about themselves.

I know this feeling from personal experience, not necessarily relating to money. In high school I studied with a group of brilliant people: smarter and more analytical than me. Throughout those years I often felt I wasn’t good enough. It took me years to understand that the game being played around me, “who’s smarter,” doesn’t empower anyone, and that what really moves things forward in life is feelings and people who p yohelp you move forward in a positive way. The knowledge itself? That’s the easy part.

So how did I get into financial coaching? It took a few stops on the way: a small event business I ran with my sister from the age of 16 (hundreds of events, ask me sometime). Singing in a rock band. A bachelor’s degree in music. A master’s degree in business administration. Starting a startup, and three years at a venture capital fund. From the outside it might look unfocused. But slowly I gathered the skills I accumulated and distilled them into the thing I love doing most: working with people, and making things happen.

In 2020 I came across Dave Ramsey’s podcast, and I knew I found “my thing”: talking to people about money in a human and practical way, without shame and without preaching. I completed his financial coaching training, and continued with a course in financial therapy, the research field that connects the world of emotions and decision-making with the “rigid” financial world, at Guma-Gavim College, . For six years now I’ve been doing individual and couples coaching, lectures, and working with nonprofits, private organizations, local authorities, and the Ministry of Education.

So this is what I do today: I want to help you move from the point of “I know what to do” to actually doing it, without it feeling scary and terrible. Because money is never just money. It reflects our fears, relationships, sense of shame and self-image. There’s no “one-size-fits-all” template here and no judgment either. What you will find is an attentive ear, compassion and clear, actionable steps. No matter what your starting point is, I believe you can build a stable and secure financial future, and feel good about yourself along the way.
And of course, I’ll be with you the whole way, hand in hand.