
Meet Your Coach: Rochelle Coleman, AFC®
Rochelle Coleman is an AFC® Certified Financial Counselor and the founder of Second Stage Finance. She specializes in helping early to mid-year professionals align their spending with their core values through behavioral coaching and data-driven financial planning.
Why I am your "Second Stage"
My journey to becoming a financial coach wasn't a straight line. I’ve lived the high-pressure life of a professional basketball player, navigated the complexities of, and managed high-level operations for and philanthropic firms.
Through these diverse worlds, I discovered a universal truth: Financial stress is rarely about a lack of math skills, it’s about a lack of alignment. I founded Second Stage Finance because I realized that even high-achieving professionals often lack a "backup" or a "dive buddy" when it comes to their money. Whether you are navigating student loans, career transitions, or building your first investment portfolio, I provide the technical expertise and non-judgmental support you need to breathe underwater.
My Lived Experience & Expertise
Technical Authority: As an Accredited Financial Counselor (AFC®), I am trained in the complex bridge between financial data and human behavior. Unlike traditional advisors who focus only on assets, I focus on the person.
The Athlete’s Discipline: My background in pro sports and basketball training taught me that success is built on consistency and "the fundamentals." I bring that same coaching rigor to your finances.
Philanthropic Perspective: My work in the NGO and philanthropic sectors taught me how to manage resources for maximum impact, a skill I use to help you use your money as a tool for your life’s mission.
My Commitment to You (Values-Based Finance)
I don’t believe in "one size fits all" budgeting. In my years of coaching, I’ve found that the most successful financial plans are the ones that say "Yes" to what you value most. My goal is to break down "finance buzzwords" into plain English so you can take control of your money, not the other way around.