When what you’ve built starts costing you more than it gives back, that’s not failure. That’s information.
About Jenny
I help women put down the weight of carrying their businesses alone — by seeing the patterns underneath and changing them.
Pattern work first. Strategy where it serves.
My path into money coaching moved through science, creative work, and lived experience.
Together, they shaped how I see the patterns beneath behavior.
-
I started in science — live-cell microscopy, to be specific. As a research specialist, I spent years observing how living cells move, adapt, and respond in real time. I helped research groups see what they couldn’t see on their own.
It’s still what I do — just with money.
-
Later, I ran my own photography business. That’s where I learned what it means to put a price on my own work — and to make money decisions without a steady paycheck. It was my first experience being inside the money patterns I now help others see clearly — and change.
My first coaching clients were photographers. I understood their challenges because I had lived them myself.
Building and eventually closing that business taught me something I now see repeatedly in clients. The patterns don’t disappear when you pivot. They travel with you — into the next business, the next offer, the next financial decision — until you bring them into the light and work with them.
-
Science taught me how to observe behavior without bias. Creative work taught me how hard it is to see your own patterns when you're embedded in them.
Most people aren’t doing anything wrong. They're compensating, adapting, and doing their best to hold things together.
Over time, those adaptations become invisible. Until something starts to feel like it costs more than it gives back.
That's usually when we meet.
I’m a Certified Money Coach (CMC)®, trained by the Money Coaching Institute. I hold an MBA in Finance and an MS in Biomedical Laboratory Science.
I work exclusively with women in midlife who are building — or rebuilding — their relationship with money.
Some are recalibrating businesses they’ve run for years. Others are pivoting intentionally after corporate careers, caregiving seasons, or other life transitions.
They want financial power — but not the loud kind. They’re building sovereignty so their work and life stop competing.
Who I Work With
How I Work
I use a behavioral framework rooted in money archetypes — the patterns that shape how we earn, spend, save, and make decisions.
Most money work focuses on numbers. I focus on what’s underneath them.
Why pricing feels hard.
Why forecasting creates tension.
Why certain decisions keep looping.
The answers live in your patterns — and those patterns have origins.
Some were inherited. Others were learned through experience. Together, they shape how you relate to money, capacity, support, and uncertainty.
My work is helping you see those patterns clearly — and then change them, with practical structure where it serves you and your business as it grows.
You might pull tarot cards in one session and build a cash flow model in the next.
Both matter, and both are welcome here.
A Few Things
About Me
I take my time before I speak. When I do, I’m aiming for what’s underneath — and I’ll say it directly, with enough care that you can take it in rather than brace against it.
I’m practical, and I believe in possibility. I’ll look at your numbers and listen to your intuition in the same conversation, because both are telling you something.
In this work, money doesn’t have to be an enemy. It doesn’t have to be loud, heavy, or loaded with meaning it was never meant to carry.
It can be calm, directed, yours.
-
I grew up in Sweden and now live in the United States. That dual perspective informs how I think about work, money, and identity. I value restraint, structure, and space — very Scandinavian principles that shape how I build businesses and guide clients.
-
I’m an older mother to a young son. Before I became a parent, I did deep inner work — healing, recalibrating, and learning to show up differently. That work shaped both the mother I am and the coach I’ve become. Motherhood refined my relationship with time, capacity, and what matters most.
-
I’m a survivor of inflammatory breast cancer and still go for infusions once a month. That experience fundamentally changed how I think about capacity, sustainability, and what it means to build a business that honors your body instead of overriding it.
-
I work Monday through Thursday and keep Fridays free. Summers are slower. December is slower still. I build the calendar around my life, not the other way around. That’s what lets me be fully present when we work together — which is exactly what this work requires.
Rhythm is strategic. Rest is part of structure.
-
I notice what others miss, I build a plan from whatever’s actually in the room, and I tell you what you need to hear — gently, but honestly.
-
I don’t build businesses on pressure. I make decisions from a steady place, not a reactive one — and I help clients do the same.
-
I write on Substack at In Practice. I write financial haiku. I love watching birds.
Small rituals matter. They remind us we’re building lives — not just revenue streams.
If You’re here…
…something on this page probably sounded familiar.
Maybe it’s the weight of money decisions, or the sense that what once worked no longer fits.
It’s hard to see your own patterns from the inside. That’s proximity — and it’s exactly what a second set of eyes is for.