Second Stage Finance - Meet Your Coach: Rochelle Coleman, AFC®

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Personal Finance Coach, Rochelle Coleman AFC®

Rochelle Coleman is an AFC® Certified Financial Counselor and the founder of Second Stage Finance. She specializes in helping early to mid-year professionals align their spending with their core values through behavioral coaching and data-driven financial planning.

Why I am your "Second Stage"

My journey to becoming a financial coach wasn't a straight line. I’ve lived the high-pressure life of a professional basketball player, navigated the complexities of entrepreneurship, and managed high-level operations for international NGOs and philanthropic firms.

Through these diverse worlds, I discovered a universal truth: Financial stress is rarely about a lack of math skills—it’s about a lack of alignment. I founded Second Stage Finance because I realized that even high-achieving professionals often lack a "backup" or a "dive buddy" when it comes to their money. Whether you are navigating student loans, career transitions, or building your first investment portfolio, I provide the technical expertise and non-judgmental support you need to breathe underwater.

My Lived Experience & Expertise

Technical Authority: As an Accredited Financial Counselor (AFC®), I am trained in the complex bridge between financial data and human behavior. Unlike traditional advisors who focus only on assets, I focus on the person.
The Athlete’s Discipline: My background in pro sports and basketball training taught me that success is built on consistency and "the fundamentals." I bring that same coaching rigor to your finances.
Philanthropic Perspective: My work in the NGO and philanthropic sectors taught me how to manage resources for maximum impact—a skill I use to help you use your money as a tool for your life’s mission.

My Commitment to You (Values-Based Finance)

I don’t believe in "one-size-fits-all" budgeting. In my years of coaching, I’ve found that the most successful financial plans are the ones that say "Yes" to what you value most. My goal is to break down "finance buzzwords" into plain English so you can take control of your money—not the other way around.

Google review of Second Stage Finance by Akiko Hamada★★★★★ "I highly recommend the services that Second Stage Finance offers. I have a deep sense of fear with my finances and without judgement, Rochelle, has the ability to make financial literacy approachable."

Google review of Second Stage Finance by Christina★★★★★ "Non-judgemental and efficient help that got my money in order! Rochelle helped me become aware of how I could better save my finances for my own goals and taught me about opportunities that I could take advantage of (e.g.types of accounts, retirement investment strategies, etc.) to make my money work for me. After having used Second Stage Finance's services I feel more in control of my money and have a firm grasp and plan of how to obtain my life goals that require money. There were all these finance concepts and buzz words that I had always heard but never really understood, Rochelle helped break it down with docs written in plain English and patient explanation that didnt require I have an accounting degree. Simple facts and help in layman's terms to help me to MY goals and not anything she expected of me. Highly recommend this service, whether you're in debt and scared to look at your accounts or have money that you know you could be using more to your advantage or just need help getting to a goal. They can help you!!"

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