imageNo 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.

We work closely with members of the reselling community (eBay, Poshmark), gig workers (Uber, DoorDash, Instacart, Shipt and Amazon) as well as members of the military ranging from Active Duty to Veterans. 

Whatever your needs we are here to serve you.

To begin the process and to sign up for our newsletter offering support and tips: 


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


Joey Ruffalo, of J.R. Financial Coaching, knows what it takes to be debt free. After paying off over $300k in debt he turned his energy towards helping others achieve the same financial peace. He works closely with the eCommerce and gig worker communities to advocate for financial freedom and developing long term goals. As a top-rated seller on both eBay and Poshmark, Joey has worked with sellers at all levels, from newbies to veterans, in establishing a direction for their businesses.

Joey also works with active duty, transitioning members of the military as well as veterans in the areas of debt repayment/management, budgeting and planning for retirement. Joey is the son of a U.S. Army veteran.

Joey also has worked many of the gig apps (Uber, Amazon, Instacart, Shipt, DoorDash) and offers a unique perspective on incorporating them into your debt free journey.

Joey is a Ramsey Certified Coach, a Certified SYMBIS Facilitator, and a CPFC® (Certified Personal Financial Counselor). Joey and J.R. Financial Coaching was recently named the Best Financial Service in the East Bay by readers of Bay Area Parent Magazine.

In his free time, Joey enjoys podcasting and working on ideas for his next episode. His claim to fame is that his show ranked higher than Gary Vaynerchuk’s The GaryVee Audio Experience for a few days….in Saudi Arabia.

Joey holds a Certificate in Personal Financial Planning from UCLA and an MBA in Financial Planning from California Lutheran University. Never one to stop learning, Joey is currently pursuing the CFT (Certified Financial Therapist) designation as well as his Doctorate in Business Administration Finance from Liberty University.

You can reach Joey at 

To Listen to Podcast on your favorite Podcast App:

To subscribe to the Kill the Noise Youtube Channel

To join the Debt Free Hustlers Facebook Group 

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.”


Joey was an awesome financial advisor. He helped me to resolve some annoying debt that I have been trying to clear. He was kind and helpful. Specifically walking me through the rigors of negotiation with creditors and the loan service company. He reviewed the debt collection techniques that companies use and the best ways to approach reconciliation. He respected my goals and the value I place on being a man of integrity.Joey kept excellent records and even did calls with me. He runs an honest business.

– G.H. Franklin

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