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I’ve been studying personal finance for decades, and I love it! My mum always said, “he’s a born accountant”! Well, I did become a Chartered Accountant, but I didn’t stay there long… For me, I learnt that my true passion was helping people. 

For many years I was helping people in business adapt to change, especially in call centres. In 2012, when I was working for massive IBM, I got a lucky break: I joined their internal training & coaching team. It was my best career decision. Why? Because, day in, day out, I was helping people with their own personal development. Seeing the difference I could make to people’s skills and importantly, their confidence and happiness, was wonderful. I felt I was following my purpose. So much so, that I started my own training & coaching business in 2015. In 2025, I spotted the chance to become a money coach for Octopus Money. I was over the moon – I could truly bring to life what I had been doing informally for years for friends and family – sharing my finance knowledge with a much wider audience, and now also bringing my coaching skills to life. 

Helping people with knowledge is one thing, but doing it with real care and high levels of empathy are what I really pride myself on. I never judge people’s situations – life is complex, and money can be difficult. As one client said to me, “Sometimes I’m embarrassed, but you’re so kind so it’s easy to talk to you”. My job is to provide a welcoming, caring environment where we can collaborate on helping you achieve your financial goals in an understanding way. For some it’s getting the basics right; for others it’s about reassurance; and for others it’s injecting fresh ambition and vigour to their plans. 

I think it’s brilliant and I think it’s exciting – there is so much one can do – I wish I had had the opportunity of a money coach when I was younger as it truly can be transformative. I hope this inspires you to get in touch – I’d love to work with you. 

Justin Douglas

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What clients say

Securing your family’s future
“Very supportive and encouraging. I really feel like I have someone who is helping me plan for the future and create a strategy that will benefit my family in the future.”
Retiring early
“I’m feeling more confident about retirement now – we’ve put a clear plan in place, and I’m on track to retire even earlier than I thought.”
Buying a dream home
“I’m so excited – I can finally see exactly when I’ll be able to buy my dream home. Having a clear plan makes it feel real.”
Growing your family
“I felt really understood. As a woman, she understood why I might want to reduce work or take a break for my family. We worked together to build this into my plan.”
Leaving a legacy
“Really knowledgeable and quickly focussed in on what would benefit me most – inheritance tax, lasting power of attorney and when I’d actually like to retire. I’m feeling more confident about my plans.”