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WHO I HELP

In financial planning
our challenges are unique

I work with forward-thinking owners and leaders of financial planning firms who practice real financial planning and genuinely want to make a positive impact - not just increase wealthy clients’ portfolios.

You’re juggling growth ambitions with daily firefighting

Strategic thinking gets pushed aside by client matters, team issues and the relentless pace of regulatory and technology changes. Meanwhile, you’re trying to build something meaningful while actually enjoying your life, not just treading water.

You know something needs to change but you’re stuck circling decisions instead of making them. The “what ifs” take over, and progress stalls. You’re not short of options - you’re short of clarity and conviction.

You're uncertain and stuck

You’ve got competing priorities pulling you in different directions. What used to feel clear now feels muddled. Whether it’s your business model, your role, or your next step, you’re busy - but not always productive.

You're confused about your future

It looks like everyone else has it together. Comparison creeps in and the more you push to catch up, the further behind you feel. You know you’re capable but momentum and confidence have slipped.

You feel like you're losing ground

You’re carrying too much. Clients, compliance, team, strategy - it’s all on you. The business you built for freedom has started to feel like a trap. You need a way to lead without burning out.

You're overburdened

At your level, there’s no one to talk to who really gets it. You can’t share the full picture with your team or peers. You’re surrounded by people, yet often leading alone - making every decision feel heavier than it needs to be.

You're isolated

What I can do for you

Coaching isn’t about giving you answers - it’s about creating the space and structure for you to find your own. The work we do together focuses on three core outcomes:

1. Create Space

Most financial planners spend their days in constant motion - managing clients, teams, and expectations. Coaching creates breathing room. It’s structured time to step back, think clearly, and work on your business instead of being caught in it. In that space, patterns become visible, ideas take shape, and direction becomes obvious.

2. Cause you to think

Real progress starts with better thinking. I ask questions to interrupt your autopilot and surface what’s really going on for you. This isn’t about theory - it’s about sharpening your thinking so you can act with intention, not impulse.

3. Enable you to decide

Clarity without action changes nothing. The goal of every session is to help you make confident, aligned decisions - and then follow through. Whether it’s a strategic shift, a team move, or a personal boundary, you’ll leave each conversation with something tangible and forward-moving.

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You don't need more information
You need space to think 

You want to work with someone who understands that growing a financial planning practice comes with its own mix of opportunity, fear, and responsibility.

Break through fear & perfectionism

Perfectionism feels like professionalism - until it starts holding you back. Coaching will help you let go of the need to get everything right before taking action meaning you can move faster and trust yourself more.

Have confident conversations about fees & value

Talking about fees shouldn’t feel awkward. You want to communicate value with confidence, without over-explaining or discounting yourself. Coaching gives you the mindset and language to do that naturally.

Plan for exit or succession

Many are building towards a transition - but few have the space to think through what that really looks like. Coaching helps you design a plan that protects your clients, your people, and you.

Find the right clients & deepen existing relationships

You're not chasing volume; you're refining fit. Coaching helps you clarify who you serve best, strengthen existing relationships and attract clients who share your values.

Build a team culture that works

You want teams that care as much as you do - people who are engaged, proactive and aligned with the business’s purpose. Coaching helps you build a culture that attracts and keeps the right people.

Make strategic decisions without second-guessing

You want clarity and conviction to make significant business decisions without endless loops of doubt or comparison. Coaching provides perspective and structure so you can act with confidence.

Integrate wellbeing & coaching

You care about clients as people, not just portfolios. Coaching helps you build a planning experience to reflect that — adding humanity and long-term impact to your advice.

Above everything else -
accountability

You want someone to hold you to what you say you want. Someone who won’t let you drift back into old habits or excuses. Coaching provides that structure - a steady, honest partnership that keeps you moving forward.

Successful stories from people like you

I've worked with lots of talented, ambitious and hard-working folks in financial planning. Here are some of their stories of working with me:

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Gregory Deer

Founder of Muvado

"Ruth allows me to gain a deeper understanding of the decisions facing my business, and almost experience how the different scenarios could play out. I always feel Ruth is on my side and wants the best outcome for me. She considers the personal impact of business, whilst also driving better results."

I’d describe Ruth in 3 words: supportive, challenging and positive.

Say hello to me today

If you'd like to have a chat, use the contact form below or send me an email -  ruth@ruthsturkey.com. I'll be back in touch with you shortly. 

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