Pioneering Behavioral Money Coaching Since 2001
Transform HowYour ClientsRelate to Money.
Become a Certified Money Coach (CMC)® and give your clients the psychological framework they need to finally break the unconscious patterns keeping them financially stuck.
The Gap No One Is Filling
Your clients know what to do.
So why can’t they make themselves do it?
Financial advice treats money as a math problem. But for most people, money is an emotional one — tangled in identity, family history, fear, and deeply buried beliefs about what they deserve. Until those roots are addressed, the patterns never change.
They have all the information
Your clients know they should save more, spend less, invest earlier. The knowledge is not the problem.
The block is psychological
Shame, fear, childhood patterns, and unconscious money archetypes run the show — below the level where conventional financial advice can reach.
The same patterns keep repeating
No matter how many budgets they make or plans they follow, the same self-sabotage cycles resurface. Because the root was never addressed.
This is the gap behavioral money coaching was built to fill.
Deborah L. Price pioneered this field in 2001 — combining sound psychological principles, behavioral finance, and a proprietary framework that finally gives practitioners the tools to reach what conventional advice can’t touch.
Proprietary Framework
The Eight Money Types
Developed by Deborah Price and refined over 25 years, the Eight Money Types are archetypal patterns that reveal the unconscious relationship each person has with money. Understanding which type your client embodies — and how to move them toward the Magician — is the foundation of behavioral money coaching.
The Innocent
Avoidance as armor
You take the ostrich approach to money — looking away feels safer than facing the numbers. Beneath the avoidance is trust in others and a wish to be protected.
The Victim
The world works against me
You feel the financial system is rigged and external forces keep you stuck. The frustration is real — and beneath it is a genuine desire to be seen and supported.
The Warrior
Decisive, focused, in control
You make bold financial moves, set clear goals, and execute. Your strength is strategy and discipline. Your growing edge is integrating emotional intelligence.
The Martyr
Giving at personal cost
You sacrifice your own financial wellbeing for others. Your generosity is genuine — and long overdue for extension to yourself.
The Fool
Fortune favors the bold
You are optimistic, risk-tolerant, and always seeking the next opportunity. You have genuine vision — it just needs the discipline to compound.
The Creator
Gifted but conflicted
You have deep creative or spiritual gifts and a complicated relationship with money. You may unconsciously believe that having it compromises your integrity.
The Tyrant
Control as safety
You use money to manage uncertainty and feel secure. You may have significant wealth and still feel like it is never enough.
The Magician
Conscious, integrated, manifesting
You understand your money patterns, make deliberate choices, and use wealth as a force for good. You embody the aspirational integration of all types.
Interactive Assessment
Discover Your Money Type
Based on Deborah Price's Eight Money Types framework — the same assessment used in CMC® training with real clients.
5 questions. 90 seconds.
Answer honestly — there are no “good” or “bad” money types. Each one has gifts and shadows. The goal is awareness, not judgment.
The Path to Certification
Three modules.
One transformation.
The CMC® curriculum takes you from foundational theory to personal experience to mastery — so that by the time you graduate, you have already changed lives, including your own.
Foundations
The science and psychology of money behavior
- Neuroeconomics & behavioral finance
- The psychological and emotional dynamics of money
- How early childhood forms money patterns
- The Eight Money Types framework in depth
- Assessment techniques for identifying client archetypes
Your Own Process
Experience the methodology as a client
- Four to five private coaching sessions with a CMC®
- Experience the Core Process firsthand
- Discover and work through your own money type
- Understand the methodology from the inside
- Build authentic authority through personal transformation
Methodology & Mastery
Learn to coach — then practice with real clients
- Step-by-step money coaching methodology
- Individual and couples coaching frameworks
- Two required practice clients (real, full sessions)
- Weekly mentorship with certified trainer
- Final review and CMC® certification award
You earn the CMC® designation
The Certified Money Coach (CMC)® is a registered trademark credential recognized internationally and accredited by the CPD Certification Service (UK). You join a community of 2,500+ practitioners in 38 countries.
Who This Is For
Built for practitioners
who want to go deeper.
CMC® training is a specialty credential — designed to complement your existing practice, not replace it. You bring the relationship; we give you the methodology.
Therapists & Counselors
Your clients talk about money more than you might think
Financial stress shows up in anxiety, depression, relationship issues, and self-worth struggles. You have the psychological training to go deep — now add the methodology to address money's role directly. CMC® gives you the bridge between what they feel and what keeps them financially stuck.
Best for: Therapists, counselors, social workers, psychologists
Financial Professionals
You have the technical expertise. Your clients need more.
You've seen clients who know exactly what to do financially — and still sabotage themselves. The Eight Money Types methodology helps you understand why, and gives you a coaching framework that goes beneath the numbers to the unconscious patterns driving behavior.
Best for: Financial advisors, planners, CFPs, wealth managers
Life & Executive Coaches
Expand into one of the fastest-growing specialties
Money is the unfinished conversation in most coaching relationships. Adding the CMC® credential gives you a certified, rigorous methodology that differentiates you from generalist coaches — and opens a new market of clients whose primary presenting challenge is their relationship with money.
Best for: Life coaches, executive coaches, career counselors, HR consultants
Not sure if CMC® is right for your practice? Attend a free webinar and ask Deborah directly.
From Coaches Who've Been There
What CMC® graduates say
“The word "master" should only be reserved for a precious few. The first time I attended Deborah's workshop I knew I was participating in something masterful created by a true original. She is a pioneer — far beyond helping me with my money issues, she gave me the tools to make peace with myself, my family, and my past.”
Graduate CMC®
Certified Money Coach · United States
“Already working with clients before I even finished the program. The methodology is immediately applicable. 100% recommended to any coach or therapist who wants to go deeper with their clients.”
Nancy Loyola
CMC® · Chile
“Very effective methodology — practical and deep at the same time. I saw the impact on my practice client in class: in just two hours she became self-aware in a way she had never experienced before. Wonderful results.”
Jhonaire Irausquin
CMC® · Venezuela
“This program goes far beyond personal finances. Understanding what truly impacts financial decisions — at the psychological and emotional level — changes everything about how you work with clients.”
Jezibel Rodriguez
CMC® · Puerto Rico
“Deborah is in a league of her own as a coach and trainer. I always looked forward to her classes because they are packed with new insights. The Eight Money Types framework gives you language that finally explains what you have been witnessing in your clients for years.”
Coach in Training
CMC® Candidate · United Kingdom
CMC® graduates are practicing in 38 countries — including the USA, Canada, UK, France, Australia, Brazil, Hong Kong, Singapore, South Africa, and Jordan.
Published by New World Library
Money Magic
Unleashing Your True Potential for Prosperity and Fulfillment
The Heart of Money
A Couple's Guide to Creating True Financial Intimacy
Money Therapy
Using the Eight Money Types to Create Wealth and Prosperity
The Pioneer
Deborah L. Price
After more than 20 years as a financial advisor with Merrill Lynch, Mass Mutual, AIG, and London Pacific Advisors, Deborah Price saw the same pattern repeat itself across thousands of client relationships: the numbers weren’t the problem.
In 2001, she left the financial industry to pioneer an entirely new field — behavioral money coaching — that addressed what conventional financial advice couldn’t: the unconscious patterns, childhood conditioning, and emotional dynamics that drive how people actually behave with money.
Today, the Money Coaching Institute is an international training community with 2,500+ Certified Money Coaches in 38 countries, and Deborah is recognized globally as the founder of the field she created.
Former Financial Advisor
Merrill Lynch, Mass Mutual, AIG, London Pacific
Pioneer of the Field
Coined "behavioral money coaching" in 2001
3 Published Books
New World Library — Money Therapy, Money Magic, Heart of Money
CPD Accredited
CPD Certification Service (UK)
2,500+ Coaches Trained
In 38 countries across 4 languages
National Media
Featured on national radio and television
CMC® Training Programs
Choose the format
that fits your life.
Same curriculum. Same certification. Same transformation. Both paths lead to the CMC® designation — you choose the pace.
Live Online Training
The full immersive experience
16 weeks · Once weekly, live cohort
- Live cohorts capped at 8 students for personal attention
- Weekly 2-hour sessions with a master coach/trainer
- Multiple time zones: US, UK, Australia, Asia
- Module 1, 2 & 3 + required private coaching included
- Practice with two real clients before you graduate
- Available in English, Spanish, and Portuguese
Self-Paced Training
Full curriculum, your timeline
Up to 6 months · Online training center, your schedule
- Complete identical curriculum at your own pace
- Lifetime access to online training center
- Module 1, 2 & 3 + private coaching included
- Practice with two clients to earn certification
- Ideal for practitioners with full client schedules
- Available in English and Spanish
Available in 4 languages
CMC® training is offered in English, Spanish, Portuguese, and Dutch — with country-specific cohorts available. Contact us to find the right cohort for you.
Ready to become
a Certified Money Coach?
Join the movement Deborah Price started in 2001. Earn your CMC® designation. Build the practice that addresses money at its roots — and change lives in the process.