Money Mentor for Self-Employed Women
I help ambitious self-employed women who are brilliant at what they do — but inconsistent with money — create predictable £5K+ profit months by reshaping the financial identity behind their income.
Ways to Work WIth MeWAYS TO WORK WITH ME
There are three primary ways to work with me, depending on the level of depth and support you’re looking for.
Private Financial Identity Mentorship
There are three ways to engage privately depending on the level of support you want.
Financial Identity Strategy Session
A focused one-hour session designed to bring clarity to a specific financial challenge or decision.
The Financial Identity Reset (3 months)
A structured three-month container for women who want to address the patterns driving income inconsistency and establish stronger financial habits and leadership.
Financial Identity Mentorship (6 months)
A deeper, longer-term mentorship for women who want sustained support while they reshape their financial identity and build consistent income patterns.
Enquire About Mentorship. Email [email protected]
The Empowered Money Club
A structured membership for ambitious self-employed women building consistent £5K profit months.
It’s focused, strategic and accountability-driven. Inside the Club, we work on the financial discipline, identity and business foundations required to stabilise and grow your profit with clarity and consistency.
If you are ready to stop cycling through unpredictable income, this is where we build the systems and standards that make £5K months sustainable.
Events & Retreats
Throughout the year I host a limited number of in-person and online events designed to deepen this work in a live setting.
These experiences offer space for reflection, clarity and forward momentum — whether through workshops, masterclasses or immersive retreats.
WHO THIS IS FOR
Many of the women I work with are already generating income and building something meaningful. From the outside, they look successful. Yet money still feels emotional, mentally draining or inconsistent in a way they can’t quite explain.
While most of the people I work with are women, a number of men also find their way into this work.
They want to feel calm and self-trusting with their finances. They want to make decisions without second-guessing themselves. They want to stop feeling that money takes up more mental space than it should — and start feeling grounded, clear and in control of where they’re going.
If you are ambitious, self-aware and ready to raise your financial standards, you’re in the right place.
The Financial Identity Principle
Income patterns are rarely random. They reflect identity.
Every person operates from an internal financial identity. It is the set of beliefs, expectations and standards that influence how you generate income, spend, price your work and respond to opportunities.
Yet financial identity is not limited to money alone. It reflects how you see yourself, what level of success feels natural, and the life you believe you are allowed to live. In that sense, it permeates everything.
FEATURED IN:
ABOUT SARAH
I’m Sarah McCalden, a financial mentor and educator who specialises in helping self-employed women create consistent income by changing the financial identity shaping their decisions.
My work brings together behavioural finance, financial psychology and personal development, alongside the training I received through Jack Canfield and Bob Proctor. In 2025 I also partnered with researchers at Newcastle University to explore how women make financial decisions and build financial wellbeing.
My perspective on money is also shaped by lived experience. In my twenties I suffered from a life-threatening addiction, and my entire life revolved around finding my next £10 note. Rebuilding my life required far more than getting clean — it required changing how I saw myself and what I believed was possible.
In the years that followed I rebuilt my life step by step, running marathons, building a business and eventually transforming my relationship with money completely. That experience continues to shape how I teach financial wellbeing today.
You can read more about my background and approach here.
START HERE
If you want to understand what’s really shaping your money decisions, start here.
This short, research-informed guide explores the cognitive and emotional patterns influencing how women think about money — often without realising it.
The 7 Hidden Cognitive Biases That Influence Women’s Money Decisions
Your thinking shapes your behaviour. Behaviour changes your income.
Access the guide →
"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 May 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"