YOU DON’T NEED MORE ADVICE. YOU NEED SOMEONE WHO UNDERSTANDS.
Sam Tate
Coach | Speaker | Author
I didn't plan to become a coach. I planned to make money, build security, and tick all the boxes that define success.
And I did.
I spent twenty years in financial services. I co-founded New World Financial Group and built it into something I was proud of. I understood money, investments, risk, and what keeps business owners awake at night.
But somewhere along the way, I realised that financial planning wasn't just about numbers. It was about fear, identity, control, and meaning. People weren't struggling with spreadsheets — they were struggling with themselves.
That insight became The Conscious Currency, my signature work on money psychology. It started as a book, and has now become a coaching methodology used inside financial planning firms to help people create a healthier, more intentional relationship with money.
But even that wasn't enough.
Because money stress doesn't exist in isolation. It's tangled up with work stress, relationship tension, questions of purpose, health, and identity. Solving one part without looking at the whole is like treating symptoms while ignoring the illness.
So I trained. I studied. I rebuilt my own life — addressing my relationship with health and time, learning to work with my neurodivergence, redefining what success meant to me.
And I became a coach who works holistically — because it's the only way to make real change stick.
Experience in business and finance.
I understand P&Ls, cash flow, growth strategy, and the weight of leadership. I've lived the pressure of running a business and the complexity of selling one.
Insight into money psychology.
Through The Conscious Currency, I've spent years helping people unpack the emotional, psychological, and relational dimensions of money. I know how to have the conversations most people avoid.
Lived transformation.
I'm in long-term sobriety. I'm neurodivergent. I've rebuilt my life from the ground up more than once. I don't coach from a manual — I coach from my own messy, hard-won clarity.
Qualified and trained.
I'm a certified meditation coach. I integrate movement and mindfulness into my work when it serves the client. I bring structure, rigour, and presence.
A grounded, reflective style.
I don't hype you up. I don't hand you a vision board and tell you to manifest your dreams. I help you see clearly, choose consciously, and act with confidence.
WHAT I BRING
HOW I WORK
I work with professionals, business owners, and people at crossroads. They come to me when:
Success feels hollow, and they can't shake the sense that something's missing
Money stress is bleeding into everything else
Work-life balance is a concept they've given up on
They're facing a big decision (grow the business, sell it, walk away, start again) and don't trust their own judgement
They're burnt out, disconnected, and ready to rebuild — but they don't know where to start
My coaching is holistic. We don't isolate problems. We look at the whole picture: your work, your relationships, your health, your money, your purpose, your time, your sense of self.
I don't work from packages or preset programmes. Every engagement is built around you — your context, your challenges, your goals.
We start with a Discovery Session (90 minutes), and from there, we design something bespoke. It might be three months, six months, or a year. It might involve weekly calls or fortnightly deep dives. It always involves honesty, accountability and practical action.
MY PHILOSOPHY
I don't coach from theory. I coach from having done this work myself—from knowing what it takes to strip everything back and rebuild.
I know what it's like to be successful and still feel lost. To have money and no sense of what "enough" means. To lead others whilst drowning in your own lack of direction.
I understand what it's like to be neurodivergent in a world designed for neurotypical brains. To need flexibility, not rigidity. To work with your actual mind rather than constantly fighting it.
And I understand what it's like to realise the life you built isn't quite what you thought it might be, and to not know how to change things without losing everything.
Your path won’t look exactly like mine. But if you’ve ever wondered whether there’s more to life than achievement, whether success can feel lighter, freer, and more authentic — I know how to help you find it.
This work isn’t about fixing you. It’s about helping you create the space to become the real you. And, as a result, everything and everybody around you will benefit.
“I’d never really engaged with coaching before. What really stood out was Sam’s ability to guide conversations in a way that felt completely natural. There was always direction, but he never imposed his own agenda. It felt collaborative. Above all, Sam is an exceptional listener. He’s empathetic, non-judgemental, and created an environment where I felt completely safe.”
LET’S TALK
If you've read this far, something's resonating.
The next step is a Discovery Session — 90 minutes where we cut through the noise and uncover what's really going on. You'll leave with clarity, perspective, and a plan — whether we work together or not.
“Who looks outside, dreams; who looks inside, awakes”
— Carl Jung