People Who Actually Understand Money Stress

We've been there. The 3am worry about bills, the guilt after spending, the feeling that everyone else has it figured out. Our team didn't start with PhDs in behavioral finance—we started with real struggles and spent years figuring out why money feels so complicated.

Siriporn Kaewsombat

Behavioral Finance Lead

I grew up watching my parents fight about money every single month. Same arguments, different numbers. When I started studying psychology in 2012, I kept wondering why smart people make terrible financial choices. Turns out, our brains aren't wired for modern money at all. Now I help people in Thailand figure out the emotional stuff behind their spending patterns—because budgets fail when we ignore feelings.

Money Anxiety Spending Triggers Family Dynamics

Annika Lindqvist

Budget Psychology Specialist

I moved to Chiang Rai in 2019 after burning out from corporate finance work in Stockholm. Spent two years just... existing and trying to understand why I was so good with other people's money but terrible with my own. That gap fascinated me. Started working with expats and locals dealing with similar disconnects. Most budget advice treats humans like robots—my focus is on what actually works when you're tired, stressed, or just having a bad week.

Habit Formation Shame Recovery Realistic Planning

How We Actually Work With People

No judgment. No one-size-fits-all templates. Just honest conversations about why money feels hard and what might help your specific situation.

Collaborative budget planning session with real financial documents

We Start With The Weird Stuff

First session? We talk about your earliest money memory, what your parents taught you, and that purchase you still feel guilty about. Because your budget problems probably aren't about math—they're about stories you learned as a kid that don't serve you anymore.

Plans That Survive Real Life

We build budgets expecting you to mess up. Bad day at work? Unexpected family thing? Friend's wedding? Your financial plan should work even when you're not perfect. And when something breaks, we figure out why without making you feel terrible about it.

Progress Over Perfection

Some people need three months just to track their spending without changing anything. Others jump straight into major habit overhauls. We match the pace to where you actually are—not where some guide says you should be. Small wins build momentum better than ambitious failures.

Context Matters Here

Living in Thailand means dealing with family expectations, cultural pressures about success, and financial systems that assume you're making Western salaries. We get the specific challenges—from supporting parents to navigating social obligations—that generic money advice completely misses.