I'm Dianne Sullivan, and I run Dianne Sullivan Coaching Ltd, specialising in financial coaching, helping professionals, entrepreneurs and households get clarity, confidence and control over their money. Through one-to-one coaching, budgeting tools, mindset work and accountability, I guide clients to build sustainable financial habits, reduce stress around money, and align spending with values. My LinkedIn presence reflects my focus on practical money wisdom for real lives.
In my own journey I saw how many people earn well but feel anxious, overwhelmed or stuck when it comes to managing, saving, investing or planning. Many financial advisors focus on products, not the mindset behind decisions. I felt there was space for a coaching approach: one that understands money's emotional side, meets people where they are, and supports behavioural change over time. That became the core of my mission.
The financial services industry is dominated by product-focused advisors and technical expertise, but I noticed something crucial missing: support for the emotional and behavioural aspects of money management. Many people were experiencing:
I wanted to create a coaching practice that addresses these gaps, helping clients build both the practical skills and the emotional resilience needed for lasting financial wellbeing.
At the outset, I offered budgeting and planning sessions to friends, colleagues and my network, helping them clarify goals, design simple managing systems, and shift limiting money beliefs. I collected feedback, built case examples and gradually refined coaching packages. I also published articles, posts and free tools (spreadsheets, guides) to help people begin thinking more consciously about their finances.
Over time I structured signature offers to help clients see where they enter and how they can grow:
One early challenge was scepticism, many people assume they either "should already know money things" or fear exposure. To reduce that barrier, I introduced low-cost, risk-free offers: a short "money clarity call" where someone can see value without deep commitment.
Another issue was scope creep: clients often bring multiple financial issues (debt, investing, business finances). I addressed that by segmenting my packages and defining clear modules. Clients choose the module most relevant to them, then expand if needed, rather than putting everything into one package.
My client base now includes employees, freelancers, small business owners and couples. Many work with me remotely via video coaching, so my reach is national.
I also occasionally deliver workshops on budgeting, mindset and finances or cashflow for creatives, which help people experience my style, learn, and become clients. I publish content (blog posts, LinkedIn reflections) about money mindset, practical strategies and client wins (anonymised) to demystify financial coaching.
The strategies that have proven most effective for growing Dianne Sullivan Coaching include:
Through building Dianne Sullivan Coaching, I've learned several critical lessons. Start small by allowing people to try before investing heavily. Define clear modules and packages so clients know where they fit. Use content that shows your method, not just claims. Collect feedback often and refine offers accordingly. Don't forget the emotional side of money, as it's usually where the real blockage lies.
If I were to start again, I would make these changes from day one. I would build a library of free tools earlier with guides and worksheets to help funnel interested people. I would formalize onboarding processes with welcome guides, expectation setting, and coaching structure. I would invest in a simple CRM or coaching platform to manage clients, progress tracking, and notes from the beginning. Additionally, I would create more modular packages sooner with clear pathways for different client needs and financial situations.
I plan to launch small group coaching programs, such as a "6-week cashflow reboot," digital courses including self-paced money mindset and planning, and workshops for organizations or employee wellbeing contexts. I will continue publishing content with mini lessons, case snippets, and demystifying tricky financial topics. I hope to deepen partnerships with accountants, financial advisors, or wellness practitioners so clients can access both mindset and technical support. I also aim to build more client support infrastructure with automated check-ins, tracking dashboards, and toolkits so my clients feel more guided and less lost.
Instead of focusing only on financial products, Dianne Sullivan Coaching concentrates on the emotional and behavioural side of money. The goal is to help you change your mindset and build sustainable habits, giving you the skills and emotional resilience for long-term financial wellbeing.
It's very common to feel that way, and the coaching process is designed to be a safe, non-judgemental space. To help you get started comfortably, there are low-risk options like a short 'money clarity call'. This lets you see the value and approach without a deep commitment, reducing any initial fear or hesitation.
That's not a problem. The coaching is structured into clear modules and packages for different needs, like debt, investing, or business finances. You can start with the area that's most urgent for you and then expand to other modules later if you need to, rather than trying to tackle everything at once.
No, you don't. Coaching is available remotely via video calls, so you can get support from anywhere in the country. This flexibility makes it easy to fit sessions into your schedule, no matter where you are.
