My clients consider me their Personal CFO. I help them navigate all their critical financial planning decisions.
— -- April Caldwell

I want to share with you WHY I am passionate (and sometimes persistent) about helping women. I did not wake up one day and say “When I grow up I want to be a money coach". Little did I know, that would become my passion in life.

I grew up in an upper-middle-class family. A nice house, with a stay at home mom, 2 cars, private school and a comfortable life. When I turned 16 all that changed. My dad's business partner bankrupted us and things changed over night. We went to pinching pennies and lots of tuna fish casserole. I can remember my mom finding items in the house to return to the store and selling things to make ends meet. This continued until I moved out at 18.

This time in my life had a profound impact on me and the way I viewed money, freedom, and survival. I knew I was never going to be put back into a position like that again.

That’s why my passion is helping every woman, especially those who have experienced a personal crisis, face their fears and embrace their financial life so that they too can go from a feeling of surviving to that wonderful place of thriving.

I use my personal experience, MBA in Human Resources and over 20 years in the finance industry to help my clients work towards their goals. I am  an Army Veteran who served during Operation Enduring Freedom and a Jacksonville native. I currently reside in Jacksonville Beach with my husband John and pooch, Penelope Clementine.