About

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

I know this feeling from the inside, actually not from 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 grow anyone, and that what really moves things forward in life is emotion, motivation, and people who push you forward in a positive way. The knowledge itself? That’s the easy part.

So how did I get to financial coaching? I passed through quite a few stations: an event production business I ran with my sister from age 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 scattered. Slowly I took the skills I’d 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 podcasts, and felt I’d found “the 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 at Guma-Gavim College, the research field that connects the world of emotions and decision-making with the “rigid” financial world. 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: help you move from the point of “I know what to do” and start actually doing it, without it feeling scary and terrible. Because money is never just money. It touches our fears, relationships, shame, self-image. There’s no one-size-fits-all template here and no judgment either. You’ll find here listening, 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’m with you the whole way, hand in hand.