Helping People and Organisations Create Greater Financial Confidence, Security and Choice
Money affects almost every area of life.
It influences the decisions we make, the opportunities we pursue, the relationships we build and the future we create. Yet most people were never taught how to make confident financial decisions, develop healthy financial habits or build lasting financial wellbeing.
Whether you're looking to feel more in control of your personal finances, build a financially healthier business or improve financial wellbeing within your organisation, you're in the right place.
My work combines financial wellbeing, identity, behavioural science and personal development to help individuals, entrepreneurs and organisations create meaningful, lasting change.
Ways to Work WIth Me
Start Here: Join the Financial Wellbeing Hour
If you're new to my work, the best place to begin is the Financial Wellbeing Hour.
Every Tuesday at 8.00 pm (UK), I host a free online session exploring the habits, behaviours and decisions that shape our financial wellbeing.
Each session is practical, thought-provoking and designed to leave you with ideas you can apply immediately to create greater financial confidence, security and choice.
Whether you're employed, self-employed, running a business or simply want a healthier relationship with money, you'll leave with practical insights that can make a real difference.
Register for the next Financial Wellbeing Hour
Reserve Your Free PlaceHelping People and Organisations Create Greater Financial Wellbeing
Financial wellbeing affects almost every area of our lives.
It influences the decisions we make, the opportunities we pursue, the relationships we build and the future we create. It affects our confidence, our choices and our ability to live with freedom, purpose and intention.
When we experience financial wellbeing, we're better equipped to pursue the opportunities that matter to us, make confident decisions and build lives that feel fulfilling and aligned with who we truly want to be.
Yet most people were never taught how to create lasting financial wellbeing. They were taught about money in isolation, rather than understanding how our beliefs, behaviours, habits and identity shape our financial future.
That's why my work is different.
I combine financial wellbeing, behavioural science, identity, personal development and practical action to help individuals, entrepreneurs and organisations create meaningful, lasting change.
Whether you're looking to feel more confident about your personal finances, build a financially healthier business or improve financial wellbeing within your organisation, my aim is always the same: to help you make better decisions today so you can create a better future tomorrow.
The best place to begin is the Financial Wellbeing Hour, my free weekly online session where you'll discover practical ways to improve your financial wellbeing and take intentional steps towards the life you want to create.
The Financial Wellbeing Framework
Lasting financial wellbeing doesn't happen by accident. It's created by the decisions we make every day.
Those decisions are shaped by far more than our income or financial knowledge. They're influenced by how we see ourselves, what we believe is possible, the habits we've developed and the standards we hold for our lives.
This is the foundation of my Financial Wellbeing Framework.
At the heart of the framework is what I call Financial Identity—the beliefs, expectations and standards that influence how we earn, spend, save, invest, price our work and respond to opportunities. But financial identity extends far beyond money. It reflects how we see ourselves, what level of success feels natural and the life we believe we're capable of creating.
When we change the way we think, we begin to make different decisions. Different decisions lead to different actions, and over time those actions create different financial outcomes. That's how lasting financial wellbeing is built.
Learn more about the Financial Wellbeing Framework.
My Vision
I believe financial wellbeing should be valued just as highly as physical wellbeing and mental wellbeing.
When people experience financial wellbeing, they are better equipped to make confident decisions, build stronger relationships, reduce stress and create lives with greater freedom, security and choice. Yet for too many people, money remains a source of anxiety, uncertainty and limitation.
My vision is a future where financial wellbeing is recognised as an essential part of living a healthy, fulfilling and purposeful life, and where everyone has access to the knowledge, support and community they need to achieve it.
My Mission
My mission is to improve the financial wellbeing of 100,000 people through education, coaching, community and practical action.
This is about far more than helping people earn more money. It is about helping people develop the confidence, habits and financial behaviours that enable them to create lasting change for themselves, their families and future generations.
I am building a movement that makes financial wellbeing more accessible, more practical and more widely understood, so that people from every background can experience the freedom and opportunities that financial wellbeing creates.
My Current Goal
By the end of 2030, my goal is to have helped the first 10,000 people take meaningful steps towards greater financial wellbeing.
Whether you attend a Financial Wellbeing Hour, join the Financial Wellbeing Club, work with me through your employer, attend a workshop, complete one of my programmes or come on a retreat, you become part of that mission.
Together, we can create a future where financial wellbeing is no longer a privilege for the few, but an opportunity available to everyone.
For Individuals
Financial Wellbeing Club. For anyone wanting greater financial confidence, healthier habits and ongoing support.
Business Owners
Business Momentum Mastermind. Create more consistent income, stronger financial foundations and sustainable business growth with six months of strategy, accountability and support.
Organisations
Workshops, keynote presentations and programmes for employers, universities, charities and membership organisations.
FEATURED IN:
About Sarah McCalden
At one point in my life, everything revolved around finding the next £10.
Today, I help people build lives with greater freedom, confidence and financial wellbeing.
The journey between those two chapters changed the way I see the world—and it's the reason I do the work I do today.
"What an amazing coach Sarah is. Having attend a few of her workshops, including 'Path to Financial Freedom' - I have to say it was absolutely incredible. It was the catalyst for change that I needed."
- Lee Markham
"Sarah is a real treasure. The skill, knowledge and heart she shares at every event is highly valuable. Impossible not to learn and grow when I'm in Sarah's space... authentic, intelligent, compassionate and patient - she is a rare gem indeed."
- Cat Ash
"Not only did I receive invaluable advice and strategies to grow my business, I know she will always be there to support me. Her unique view on life is refreshing, along with her brave spirit, which is inspiring. Forever grateful for your belief in me Sarah, thank you."
- Annabelle Richards
"Sarah helped me to identify what limiting beliefs I had around money. She enabled me to figure out how I view money, income, pricing structures in my business, investment and more. She took me through a process that made it simple for me to value my time and understand how I was holding myself back in business. I'm still finding value in what she taught me and noticing how my beliefs and blocks around money show up and how to get past them. Her Money School is a wise investment!"
- Karen 'Gem' Pohlman
"I'm so glad that I signed up for Sarah's 'Master Your Money' challenge. I initially overlooked it as I have never had 'money problems'. I have always been pretty frugal, and saved to ensure that I have a backup, due to my upbringing. But I have neglected tracking actual numbers. I am not a numbers person so I try and ignore them as much as possible! This challenge has inspired me to actually take control. I am getting into better habits with a clear system in place, tracking spending, opening a specific business account and also an investment account. I am feeling really empowered as a result, and learning so much about myself. Thank you Sarah!"
- Hazel Turner
"I have loved being a part of Master Your Money and have reflected on some huge shifts for me - finally getting on top of recording my money moves and understanding a lot of what I thought was "my stuff" isn't... Thank you for all of your help! Your wisdom, guidance and support is incredible. The expansive conversations, thought provoking challenges and real shifts inside the WhatsApp groups were amazing to be involved in. It's SO important as a business owner to go deeper into your own subconscious around any blocks that could be affecting your decisions and money is always a huge one! Your work is amazing and I will always recommend you"