Hi, I’m Annette Rose

I'm a woman in midlife. A 25-year finance professional. And for most of my adult life, I was terrible with money.

Not because I didn't understand it. I understood it professionally better than most people ever will. I spent decades working across finance, banking and business. I knew how money worked.

I just couldn't seem to make it work for me.

I grew up watching my mum struggle. No financial safety net, no options, no way out. I swore my life would be different. And in some ways it was. I built a career. I earned well. I looked like I had it together.

But behind the scenes I was spending everything I earned, sometimes more. I wanted the good life, for me and for the people I loved, and I wanted it immediately. That pattern followed me into my 40s. Debt. Near-bankruptcy. The exhausting performance of looking financially fine when I wasn't.

The turning point wasn't a windfall or a sudden burst of discipline. It was understanding why I was doing what I was doing, and building a system that actually worked for my real life, not some idealised version of it.

That is what I now do for other women.

Why I do this work

Because capable, intelligent, professionally successful women are walking around quietly embarrassed about money every single day. I know, because I was one of them.

Because the financial industry was not built for us. The advice is often generic, jargon-heavy and delivered by people who have never lived our lives.

Because it is not too late. It was not too late for me at 40+. It is not too late for you.

A bit about my background

25 years across finance, banking and business. Featured in the AFR, Sky News and ABC Radio. Founder of Women Get Money and Kids Get Money. Coach and educator to almost 300 women.

Not because I had it all figured out from the start. Because I didn't, and I found a way through anyway.

If any of this sounds familiar, you're in the right place.

A great place to start is the free 3-Day Money Reboot. Three days, your inbox, a completely different relationship with your money by the end of it.

Either way, I'm glad you're here. It's time.