Meet Emma Boardwell

A former psychotherapist and qualified financial adviser bringing a distinctive perspective to the world of financial services.

My journey into financial services wasn't exactly planned. But bringing together my background in psychotherapy and financial advice has shaped how I see the industry, and why I believe relational excellence is just important as technical excellence; and that understanding emotions is just as important as understanding the numbers. 

How I got here

My journey into financial services began when I bought a book on personal finance for my son. He never read it, but I did. And it changed my life. 

After 12 years working as a psychotherapist , I retrained as a financial adviser. What surpised me was how little attention was given to the emotional and relational side of financial advice.

I realised that the skills I’d developed in psychotherapy could make a real difference to the way advisers connect with their clients.

And that’s how Emotional Finance was born.

My approach

I draw on over a decade of experience as a psychotherapist, trainer and group facilitator, bringing my insight and expertise into how real relationships work to the practical, commercial and often complex world of financial services. My focus is on the how: how leaders, teams and organisations can earn trust, how they can make meaningful connections with their customers and clients, and how to foster a genuine sense of allyship at an individual, firm and industry level.

I’m advocating for a shift in financial services away from its legacy of sales and product focused thinking, towards becoming a helping profession at heart, where the relationships we build with clients and customers are recognised as fundamental. to the the value we provide.

In the media

Financial Times

Too much inheritance tax planning is driving families apart.

Read article >

FT Adviser

Thinking like a pyschotherapist can improve adviser-client relationship.

Read article >

MM Talks

The hidden emotional labour of financial advice with Emma Boardwell

Listen to the podcast >

PROFESSIONAL MEMBERSHIPS

UKCP accreditation badge
LBIF Member badge with three stylized human figures on an orange background.
Wise Monkey Financial Coaching Accreditation
Purple badge with white text reading 'Financial Vulnerability Taskforce' and 'Consumer Duty Alliance' with a white dollar sign icon at the top.

  • "The work Emma is doing is so desperately needed and it was great to spend a day learning from her. Emma brings such a gentle and empathetic approach to her teaching that she makes you feel instantly safe. I felt comfortable in the room exploring topics that are not often spoken about."

    Sophie Smith, Joyful Wealth

  • "Emma is a pioneer in helping advisers and planners understand the human dimensions of advice. Working with her is like putting on a new lens. She challenges assumptions, fosters empathy and equips advisers with the tools to have more meaningful conversations that lead to better outcomes and stronger client relationships."

    Dan Haylett, Co-Director, TFP Financial Planning

  • "Emma was one of the standout speakers at Adviser 3.0. Her energy on stage was infectious - she had the room leaning in throughout, with people nodding along, taking notes, and referencing her points in later sessions."

    Hasnain Bukhari, CEO & Co-founder, Obsidian. Host of Obsidian Tropical Terrace at Adviser 3.0.

  • “Her session was insightful, engaging and highly relevant. The feedback from our audience was extremely positive, and many advisers were keen to continue the conversation with her afterwards. That speaks volumes about the impact of the session."

    Debbie Holmes, BDM, EBI Portfolios

  • “Working with Emma helped change how I approach client meetings. She helped me see things from the client’s perspective and refine how I listen and ask questions. The changes I’ve made have improved my confidence, strengthened my client work and made the job feel more rewarding. Emma brings clarity to questions I’ve asked myself for years, and she does it with real expertise, care and insight.”

    David Nelson, CFP, Own your Future Financial Planning

  • “Working with Emma has been genuinely transformative and incredibly helpful. What truly sets her apart is her remarkable ability to deliver feedback, even on complex or challenging aspects, in a way that is not only positive but deeply constructive.”

    Lisa, Award Winning IFA

  • "Emma's background means she can speak with real authority about the emotional side of how people make financial decisions - not just what users might do, but why. That’s helped us shape our business in some really meaningful ways. She’s been so generous with her thinking, and genuinely invested in our success. A pleasure to work with."

    Beccy Robinson, Ventures Founder - Aegon Fintech Fund

  • “Emma is exceptionally positioned to help financial advisers meet Consumer Duty requirements in a way that is both fully compliant and deeply meaningful. Her unique blend of psychotherapy expertise and financial services insight brings a fresh, human-centered perspective to the profession. For firms committed to embedding Consumer Duty in a way that raises standards and builds genuine client trust, Emma is the ideal partner.”

    Dr Tom Mathar, Head of Aegon UK's Centre for Behavioural Research

Want to work with Emotional Finance?

Whether you’re looking for training, consultancy, professional support or a speaker for your event, let’s start a conversation.

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