No future is too big or too small for us, our goal is to simply help create a positive future for all of our clients. 

Welcome to J.R. Financial Coaching, we are a solo financial planning and financial coaching firm. We are here to help all of our clients with their unique needs related to all aspects of their financial goals. We approach all aspects of our planning with the heart of a teacher.

Whether its debt management, budgeting, saving for college, retirement, or strategies to pay off your house early, we are here.

If you are thinking about opening a small business or currently run a small business and have questions we can help answer those questions and get you on the right track.

Whatever your needs we are here to serve you.


All of our coaching sessions are virtual. This allows us to help anyone, anywhere, anytime. We are able to utilize the newest technology to conduct sessions via phone, live video conferencing via Zoom, or through Skype. Live in person sessions can scheduled within 30 miles of the San Francisco Bay Area.

  • 1 Hour Financial Coaching Monthly Subscription Packages:
    • Standard Package includes: One hour call and 30 min check in call monthly. Unlimited email and text support. 3 month minimum then renews on a month to month basis. Perfect for a beginning semi-hands on approach with accountability
    • Basic and Extreme Packages also available- Approach will depend on situation and needs as determined during the consultation.
  • Special rates available to first responders, military, teachers and current FPU students (up to 6 months after completion)
  • Budget Creation Package – includes three 1 hour budget creation sessions plus 3 bi-weekly budget checkups. (available with or with FPU)

Additional Services

  • Financial Peace Package – 6 Sessions Plus FPU membership
  • Small Business Starter Kit Package – 3 sessions
  • eBay Planning Package -6 Sessions- Includes both personal and business planning sessions
  • Social Media Basics
  • Comprehensive Financial Plan

About Me

Welcome! My name is Joey Ruffalo, founder of J.R. Financial Coaching. My story is long but one that needs to be told. In 2007/2008 we were hit hard by the housing market crash. Our small business’s income decreased by 65% yet we were still spending on pre crash levels just trying to maintain a lifestyle we really never could afford in the first place. After many sleepless nights and other nights where I was woken up with worry that our cars were being repossessed, we needed to make a change. Answering the phone was no longer an option as creditors were the only ones calling it seemed. Relationships with friends and especially family were strained.

One day while driving home I heard a radio show. The caller was asking how to deal with creditors. The host, with his southern drawl, told him how to proceed, and that was to hang up on them, not answer them and redirect your focus on your ‘four walls’ and ‘building an emergency fund’. This was my first exposure to Dave Ramsey. I introduced him to my wife, who the the next day got every book from the library and signed us up for Financial Peace University (FPU). Over the next few years we proceeded to pay off over $300k in debt, which consisted of personal and business debt.  It was tough but once we had a plan and a direction, the pressure was off. We only wish we had a financial coach in our corner to guide and walk with us throughout the process.

This journey sparked a new sense of purpose and direction for me and my wife. We decided that I would take the necessary steps to help others learn what we learned. To show others that they are not alone in the process and that they have someone to walk with them. I want to be your guide and coach that we were missing.

Along the way I earned my Certificate in Personal Financial Planning from UCLA where I also was ‘Awarded with Distinction’. I earned my Masters in Business Administration in Financial Planning (MBA-FP) from California Lutheran University. I am also a Certified Personal Finance Counselor (CPFC®) and a Certified Consumer Debt Specialist (CCDS®). Most recently I completed training and I am now a Ramsey Solutions Master Financial Coach(RSMFC).

I am always learning so that I can always teach.

I look forward to being a part of your journey.


Joey Ruffalo, MBA-FP, CPFC®, CCDS®,
Ramsey Preferred Coach
Ramsey Solutions Master Financial Coach

Remember -“Things change when things change.”


“Completion of Ramsey Solutions Financial Coach Master Training does not create an employment or agency relationship with Ramsey Solutions or its affiliates; it does not constitute a license or credentials to engage in legal, tax, accounting, investment, or other professional services; nor does it constitute an endorsement or recommendation of the Coach by Dave Ramsey.”

Coaches Corner

Meetups, Coffee, Sales & Wine w/Special Guest Liz from ColoradoReWorn

Special Guest Liz O’Kane joins us live! Liz is a 23 year Air Force Vet who transitioned into full time reselling as a second career. Listen to her story and follow here on: Instagram We also talk about meetups, sales, life, coffee and wine. Joey reviews the Poshmark 8th birthday celebration party he attended. Was it epic or a dud? Find out. We also share our ebay solds. Links: For a free 15 minute Consultation with Joey: Facebook Group: Website: Follow us on Instagram: Show- Joey- Robyn- Subscribe on iTunes Podcasts at eCom 101 #reseller #ebay #ecommerce

Our Favorite Reseller Holiday Traditions, Scores of the Week

Reseller holiday traditions, ebay 4th quarter starting to ramp up plus we share some of our recent scores.

For a free 15 minute Consultation with Joey:

Facebook Group:


Follow us on Instagram:

Subscribe on iTunes Podcasts at eCom 101

Joey learns about Fashion. Maria Stylelister is back to drop some knowledge!

Our good friend Maria Style Lister is back and this time she attempts to teach Joey a little bit about fashion, what labels to look for and how to step up his game. Maria runs a facebook group called Fashion Sellers Selling on eBay (link below) and is an active part of the Bay Area eBay Sellers meet up team.

The Dean’s List is where we go inside with our favorite reseller friends for their take on life, business and coffee.

For a free 15 minute Consultation with Joey:

Facebook Group:


Follow us on Instagram:

Subscribe on iTunes Podcasts at eCom 101
#reseller #ebay #ecommerce #fashionsellers #howtosellonline #sellingonline #business

How to get in contact with Maria:
Facebook group:



Facebook Page:


What can I say about our experience with Joey except he was wonderful, caring and compassionate. He listened to our needs and concerns and meet those with expert advice and the heart of a teacher. Our lives are forever changed and we couldn’t be more grateful. Bless you.

The Sandford Family

Working with Joey was life changing. He took his time to not only get to know our financial situation but to get to know us personally. That connection resonated with us and left a lasting impression. It motivated us to the point that we paid off 4 credit cards and are working towards paying off our house early. Thank you so much for being a part of our lives. 

-The Brown Family