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We often think of financial planning as a game of math. But for Zainab Williams, the real work doesn’t start with numbers; it starts with understanding the person sitting across from her. Zainab is a certified financial planner and dedicated money coach who operates on an advice-only model.
She and Brenda discuss why she views financial planning as a form of behavioural therapy, why she’s worried about the speed at which AI is affecting personal finance choices, and how establishing personal guardrails around money can give people the freedom to live fully today while still securing tomorrow.