HELLO, I'M EMMA
The woman
behind The Girl
Budgets.
I'm a qualified financial coach, but more importantly, I've been exactly where you are. For nearly 20 years, I carried the weight of debt and the shame that comes with it, quietly. It wasn't until I understood how my brain actually works with money that everything changed. Now I help other women do the same thing.
"I didn't need more information. I needed someone to help me understand why I kept getting in my own way."
MY STORY
I've been exactly where
you are.
I grew up without any financial education. Nobody sat me down and explained how money worked, and for a long time, I thought that was just a me problem. I earned a decent salary and still felt behind. I started fresh every Monday and gave up by Wednesday. I avoided the bank app like it had personally wronged me.
What changed wasn't finding better spreadsheets. It was understanding why my brain worked the way it did with money. When someone close to me was diagnosed with ADHD, I started recognising patterns in myself, the dopamine-driven spending, the overwhelm that made avoidance feel easier than facing things, the way standard budgeting advice just bounced off me no matter how hard I tried.
I stopped trying to squeeze my brain into someone else's template. I paid off £12,000 of debt using a method built around how I actually think. I built an emergency fund. And I realised I wasn't alone, there are so many capable, smart women out there doing the same thing, telling themselves they should know better by now.
They shouldn't. And neither should you.
This is for them. This is for you.
HOW I WORK
Coaching that meets you
where you actually are.
No scripts. No shame. No one-size-fits-all approach. Sometimes that means working through the numbers together. Sometimes it means unpacking what's been getting in the way. Usually, it's both.
🧠
We figure out what you actually need
Some people need to untangle the beliefs and patterns that keep them stuck. Others need to sit down, go through their numbers, and build a simple plan. Most need a bit of both. We start by working out which one is you and go from there.
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We build a plan that fits your real life
Not a 47-step colour-coded spreadsheet that falls apart by Thursday. A straightforward, realistic framework built around your actual income, your actual habits, and your actual life. Something you'll actually use.
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We stay accountable together
Knowing what to do is one thing. Actually doing it consistently, when life gets in the way? That's where most people fall down. Regular check-ins keep you on track, answer your questions, and make sure you're not doing this alone.
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Certified Financial Coach Practitioner
Wise Monkey Finance
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Corporate Finance Background
Financial Analysis
🧠
25+ Years Lived
Experience
I've been where you are
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No shame, no judgment
Your pace. Your goals.
WHO IT'S FOR
You're in the right place if
this sounds like you.
You earn a decent salary. You're smart, capable, and together in every other area of your life. So why does money feel like the one thing you just can't crack?
You avoid checking your bank balance
Because you'd rather not know. The anxiety feels easier to manage than the reality.
✅
You've tried budgets before
Spreadsheets, apps, fresh starts every Monday. None of them stuck past week two.
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You feel behind for your age
Like everyone else quietly figured this out and nobody told you the rules.
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You're tired of the shame spiral
The guilt, the self-criticism, the "I should know better by now." You're done carrying that.
