Who this course is for

The Financial Coaching Business Builder is for financial professionals that want to create an income generating coaching practice they can take anywhere.

  • Military spouse financial counselors that want consistent income with the ability to work wherever the military sends you

  • Financial coaches that want a guide to efficiently and effectively build a coaching business

  • Money coaches that want to learn how to develop and maintain a client base

  • Financial coaches that want to learn how to price and market their services

  • Financial counselors that want easy-to-use systems and processes to run and grow a financial coaching business

The system to build a profitable and portable financial coaching business

You have the financial expertise, and now you're ready to take control of your career and income by building a financial coaching business. But where do you start? How do you get clients and make money?

The Financial Coaching Business Builder helps you build a business that's unique to you, one that works with your goals, personalities, strengths, and weaknesses. Giving you the success you want!

What you'll get from the course

  • Get Started

    A step-by-step guide to getting your financial coaching business up and running

  • Finding your niche

    Tools and techniques to determine your financial coaching niche to make your business stand out

  • Setting your prices

    A blueprint for setting your prices to position yourself against the competition

  • Coaching process

    Mentorship to hone your financial coaching process to give clients their ideal results using your strengths

  • Marketing

    A marketing plan to get clients and make money

Start Your Coaching Business Now

Build your financial coaching business in under six weeks!


Loren Flood

If you want to start a business and are unsure where to begin, begin here. Lacey's Financial Coaching Business Builder has been incredibly valuable. The content contained in the course strikes a delicate balance of being motivating and informative in a perfect, digestible chunk. Lacey was very accessible and there were several coaching calls where you could ask specific questions. Money well spent.


For the person who is new to starting up a small coaching business, Lacey was the perfect fit. She provided not only the guidelines for starting from scratch but also specific and tangible resources to help you along in the process. Professional, knowledgeable, and VERY patient. Worth every penny and more.

Brian Lomax

Lacey Langford is the queen of business startup. She provided me with information to help me build my personal finance coaching business from bust to brilliance. Her knowledge of business startup is well worth the money. She cares about helping others get established and get into the business of financial counseling. I'm excited to have taken her course. Lacey is my go-to person for opening my coaching business.

Michelle R. Vigil

I highly recommend Lacey's course to help launch your financial coaching business. Structured modules with practical strategies, tips, and resources with Lacey's action-oriented and non-judgmental attitude to support you. I've been impressed with her energy, experience, and ability to be clear and straight forward in her communications. Her ability to articulate the financial coaching business is extraordinary. I love her personality, coaching style, and energy. I found everything to be useful in starting my own business. She helped me answer questions I was too embarrassed to ask before. Priceless!

Stephanie Sorrell

This course is amazing! Lacey provides step by step instructions and invaluable content. She teaches you HOW to set up your business AND how to position it for success. Don't re-invent the wheel, get connected with FCBB!

Vineet Prasad

Lacey has provided me with great advice on building and growing my financial coaching business. I especially appreciated her clear and engaging communication style. I believe Lacey's knowledge would be a valuable resource for any aspiring financial coach!

Katlyn Viers

Working with Lacey helped me to finally shift my mindset towards seeing financial coaching as a viable business for myself. She knows her stuff and is happy to dive into the important details that new business-owners want to know about including program structure, organization, and developing multiple revenue streams.

After working with other coaches before working with Lacey, I wish I had found her sooner! In working with her through the Financial Coaching Business Builder, I realized that intimidation of the unknown had kept me from opening my own financial coaching business. Her delivery, knowledge, and coaching techniques were just what I needed to free me from that thought process. While the program is easy to follow and understandable, I found tremendous value in the individual and group calls. Within the first month of working with Lacey, I had obtained an opportunity to write for a publication and booked my first clients. If you are wanting to start your own business, Lacey is worth every penny!

About Lacey (Course Creator)

Hey, I’m Lacey Langford, a financial coach, writer, and podcaster. I specialize in helping the military community with personal finance. 

Since starting my financial coaching business in 2014, I’ve learned a thing or two about building a financial coaching business. And a lot of it was the hard way! Because I know how scary and difficult it can be to start something new, let alone a financial coaching business, I slowly began mentoring fellow military spouses, and other financial counselors and coaches to create their own business. 

Hindsight is 20/20. Looking back at my successes and lessons learned, I’ve created a recipe or a guide to help others build a financial coaching practice without all the hard lessons—which has led me to launch the Financial Coaching Business Builder. 

The moment I decided to start my financial coaching business

As a military spouse, my career always came second. Juggling my family and military life made it nearly impossible to maintain my finance career. Which meant I wasn’t following my passions or contributing to our family finances (to my fullest potential). And after all my education and training, that just didn’t make sense. We wanted to improve our quality of life, not to stay in the same place. 

To create the quality of life we wanted and the career I wanted, it meant I had to start bringing in some money. Military life was impacting my ability to make money. So what did I do about it? 

I complained about it to anyone that would listen or pretend to care, which was equivalent to a whole lotta nothing. Until one dayit got bad enough to make me mad enough to do something about it. 

That’s when I created a business that enabled me to do what I love and make money with my education and experience. And as a bonus, I could take it anywhere the military sent us.

I had a business degree but knew nothing about starting a business

I’m thankful that I decided to start my own business, but, WOW, I had no idea what I was getting into or doing. In the beginning, I was winging it. And winging it isn’t how you run a successful business. There was a lot I didn’t know, and along the way, it was the things I didn’t know that hurt me. 


The unknowns cost me time, money, heartache, and marital stress. If you name it, I struggled with it—getting clients, making money, self-doubt, and spending time on the wrong things.


What I know now

Eventually, my knowledge, confidence, and experience grew. Unfortunately, a lot of those were hard lessons learned. But I know now that it didn’t have to be that way. There were ways to reach business success that were quicker, less stressful, and cheaper. 

Through building my own financial coaching business I’ve learned:


  • How to find my financial coaching zone of genius to help get clients and work that make me money

  • How to create systems and infrastructure to make the management of my business effective and efficient (easier)

  • How to hone my coaching process to give clients their ideal results

  • And how to keep growing and improving my business 

Start Your Business Today

The Financial Coaching Business Builder is now open. Are you ready to start building your coaching business? Let's begin.


Course Modules

Module 1: The Mindset Kickstart

Don't be the reason for not succeeding. This module is about getting in (and staying in) the right mindset to become an amazing business owner. And the financial coach you want to be.

Module 2: Planning Your Business Like a Pro

What is your financial coaching zone of genius? This module is about finding a niche you can excel and help others the most. Plus long-term and short-term planning to reach your goals. 

Module 3: Setting up For Success

The nuts and bolts of your business. In this module, you'll learn how to get setup: business entity, funding, websites, and more. You'll also learn how to set your prices to get clients. 

Module 4: Framework (Creating Systems and Processes)

You’re building your financial coaching business from the ground up. If you don't create systems and process early, it can hurt your business. The fourth module is all about how to set up client resource management, your client intake process, coaching tools, and how to create a coaching process that works with your personality and skill set. 

Module 5: Marketing (How to Get Clients)

You can be an incredible financial coach, but if you don't have any clients, it's all for not. Module five is how to create a marketing plan to get PAYING clients from day one!

Module 6: Management, Maintenance & Growth

Your business isn't going to run itself! The management and maintenance are essential to get going and growing. This module is about the day-to-day management of your business: bookkeeping, client communication and records, and how to keep creating business for yourself. 

From experience, I know you can build a money-making business—working from anywhere—as a financial coach. 

At first, I had to find the courage to put myself out there and take the first steps, but when I did, I took control of my career, started making good money, my way! Now I'm grateful every day that I took the leap of faith to build my business. It's allowed me to work around my family life—to have control over my earning potential and keep my career going through many moves.

I know what it feels like to be where you're, but I also know what it feels like now—having a profitable coaching business. And I want that for you. So, if you're ready—I'm ready to help you get there—every step of the way! 

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Get Started Now

Begin building your profitable coaching business!

Frequently Asked Questions


    For a lifetime. Once you buy the course you'll have lifetime access to the course plus any updates or additions.


    No worries, you can ask questions anytime in the course. The course also includes four LIVE group coaching calls where you can ask me anything. After you buy the course you'll receive the schedule for the coaching sessions. You'll also get access to the Financial Coaching Business Builder Facebook group where you can ask questions and get help from me and fellow FCBB members.


    Nope. Once you buy the course, you'll have immediate access to all the lessons. You can complete them as quickly or as slowly as you'd like. That said, if your goal is to start a business that makes money, the sooner you get through the content, the sooner you can be making dollar bills!


    The course is designed to be six weeks long but you can complete it at your own pace. Each lesson is short, easy to understand, and action-focused to help you apply the lessons immediately.


    I understand that! I know what it's like to juggle a lot all while you're trying to make money. The Financial Coaching Business Builder is meant for busy financial professionals that want to start an income-generating coaching business. The course is meant to save you time (and money) by not having to waste hours figuring things out by trial and error.


    The FCBB includes video lessons, resources, guides, and action sheets to help you take immediate steps to build your business. The module videos are me walking you through the lessons while giving you "real world" coaching stories, practical action steps, and business guidance.

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Lacey "official"

Lacey Langford, AFC® is The Military Money Expert®. She’s the founder of Sage Services, LLC, a boutique financial coaching practice specializing in the unique world of the U.S. military. Lacey is also the creator and host of The Military Money Show, a podcast dedicated to helping the military community with personal finance. 

Lacey’s an Accredited Financial Counselor® with over 15 years of experience in financial planning, counseling, and coaching. She is a past member of the AFCPE Board of Directors representing private practice. As well as, an advisor for the Military Family Advisory Network (MFAN). 

Her education includes an Executive Certificate in Financial Planning from Duke University and a B.S. in Finance from the Unversity of North Carolina at Wilmington. As a U.S. Air Force veteran, military spouse, financial coach, speaker, and writer, she changes people’s lives from being fearful of money to having control and confidence with it.