Personal Finance Coaching — Practical, judgment-free.
Build a money system you can actually follow.
Napa, CA • Virtual sessions available
Hi, I'm William.
After 20+ years in banking — from analyst desks to VP-level roles managing portfolios worth hundreds of millions — I noticed something: most smart, hardworking people don't have a clear money system. They earn well, but the financial side still feels stressful or disorganized.
I started this coaching practice to change that. I bring the same rigor I used structuring multi-million-dollar deals to help individuals, couples, and teens build simple, repeatable financial habits.
No jargon. No judgment. Just a clear plan you can actually stick with.
How It Works
Assess
We start with a free 30-minute consultation to understand where you are — income, expenses, debt, goals, and what's been getting in the way.
Build Your System
Together we create a personalized money system: a spending plan, savings targets, debt payoff strategy, and clear next steps you actually understand.
Accountability
Regular check-ins keep you on track. I help you adjust as life changes, celebrate wins, and troubleshoot the tough spots.
What You Get
- Personalized spending & savings plan
- Budget templates & tracking tools
- Debt payoff roadmap
- Action-item checklists after every session
- Email follow-ups between sessions
This is educational financial coaching — not individualized investment advice, tax guidance, or legal counsel. I help you build skills and systems; for specific investment, tax, or legal questions, I'll refer you to a licensed professional.
Who I Work With
Adults
Get your money system dialed.
- Budgeting & cash-flow management
- Debt payoff strategy
- Credit building & repair
- Emergency fund & savings goals
- Investing basics & account setup
- Major-decision planning (home, career change, etc.)
Teens
College-ready money skills.
- Budgeting fundamentals
- Opening & managing a bank account
- Credit basics & building a score
- Saving for goals
- Introduction to investing
Couples
Money peace together.
- Shared financial goals & vision
- Joint spending plan
- Debt strategy alignment
- Savings & investing as a team
- Navigating money conversations
My Background
I've spent my career in the banking industry — analyzing financials, structuring deals, and advising business owners on complex credit decisions. Here's the professional experience behind my coaching practice.
Experience
Vice President, Middle Market Banking & Wine Industry Group
Comerica Bank
Jan 2022 – May 2024 · Napa, CA
- Managed portfolio including 9 of the top 50 wine producers
- Supported accounts with $200M+ annual revenue
- 21% growth in portfolio commitments; 34 credit actions executed
- Managed $52M of newly criticized loans across 3 relationships without losses
Vice President, Senior Wine Portfolio Manager
Bank of Marin
Dec 2020 – Jan 2022 · Napa, CA
- Led underwriting and risk assessment for agricultural/wine industry portfolio
- Managed lines of credit, vineyard acquisition, real estate finance, and asset-based lending
Wine Division
Silicon Valley Bank
Jul 2017 – Dec 2020 · Napa, CA
- Managed underwriting and risk for complex commercial credit facilities
- Produced two deals totaling $15M+ in outstandings
Vice President, Commercial Relationship Manager
Bank of Napa, N.A.
May 2016 – Jun 2017 · Napa, CA
- Developed high-profile network of local COIs
- Realized $2.6M+ in commitments and $1.8M+ in outstandings from new business
Business Relationship Manager
Wells Fargo Bank
Sep 2013 – May 2016 · Santa Cruz, CA
- Managed $45M total commitments, $30M outstandings
- $8M in annual production
- Top Business Real Estate Finance Producer, Greater Bay Area, Q1 2015
Commercial Credit Analyst
Santa Cruz County Bank
2011 – 2013 · Santa Cruz, CA
- In-depth analyses and underwriting of complex commercial credit facilities
- Prepared reports for bank loan committee and senior management
Banker
Bank of America
2002 – 2011 · Santa Cruz, CA
- Client relationship management across consumer lending, deposits, and credit products
- Sales and service fulfillment including operational and compliance activities
Education
M.S., Finance
St. Mary's College of California
B.A., Economics
University of California, Santa Cruz
Core Skills
What Clients Say
William helped me go from constantly stressed about money to actually feeling in control. His system is straightforward and it works.
As a couple, we never agreed on finances. William gave us a shared framework and now we're on the same page for the first time.
My son started college with real money skills thanks to William's coaching. Worth every penny.
Frequently Asked Questions
Let's Talk
Book a free 30-minute consultation — no obligation, no pressure. Just a conversation about where you are and how I can help.
Book a Free 30-Min Consult