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.”