nudge launches impartial financial coaching

October 2025, nudge, the global financial health platform, has launched impartial, one-on-one financial coaching, bringing human expertise directly into its platform to give employees personalized support, alongside their digital financial health experience.

The new service gives employees access to accredited financial coaches through nudge, with each session connected to the employee’s wider financial journey. Employees can discuss their individual priorities, understand the options available to them, and leave with a personalized action plan and clear next steps.

Unlike standalone financial coaching services, support continues after the conversation. Relevant financial education, tools, workplace benefits, and prompts are delivered through the nudge platform. This is powered by numa, nudge’s AI, which helps keep the plan moving between sessions and supports employees to continue taking action over time.

Alicia Paige, Head of Financial Coaching at nudge, said:

“Sometimes people don’t need more information; they need the space to talk through what’s happening in their financial life and work out what to do next. Our coaches help employees understand their options, identify practical next steps, and leave with a clear plan. By connecting that human conversation with the wider nudge experience, the support doesn’t stop when the session ends.”

Connecting human expertise with technology

Financial coaching sessions are booked through and delivered via the nudge platform. Ahead of each 45 minute conversation, the coach reviews the employee’s pre-session information, relevant nudge data, and the benefits available through their employer.

During the session, the coach works through the employee’s priorities and can connect them with relevant financial education, tools, calculators, and workplace benefits.

Within 24 hours, employees receive a personalized action plan covering what was discussed and up to three relevant next steps. From there, numa helps keep that action plan moving, with relevant prompts and ongoing support tailored to the individual, so the plan a coach helped build continues beyond the session.

Supporting the financial decisions that matter

Financial coaching can support employees across a wide range of needs, including budgeting and cash flow, debt, emergency savings, investing basics, retirement planning, workplace benefits, and insurance, as well as major life events such as buying a home, having children, caregiving, or divorce.

Coaches are also trained on the benefits available through each employer, connecting an employee’s individual circumstances with support they may already have access to but may not be taking full advantage of.

For employers, this creates another way to increase awareness and utilization of existing workplace benefits while providing more personalized financial health support to their people.

Impartial financial coaching by design

nudge coaches are behavioral coaching professionals with financial expertise. They are nudge employees rather than an outsourced coaching network and have no commissions or incentives to sell financial products.

Coaching follows a clear principle: educate and empower, never prescribe.

Coaches can explain financial concepts, help employees understand their options, and support decision-making. They do not recommend specific products or providers, tell employees what to do with their money, or provide investment, tax, insurance, or legal advice. Where an employee needs specialist advice, they are directed to find an appropriate professional.

Giving employers greater insight

The financial coaching service also gives employers a clearer understanding of where their workforce needs support.

Aggregated, anonymized reporting gives employers visibility into how financial coaching is used across their workforce, including take-up rates, the topics employees bring to sessions, and how financial health and capability change over time.

By bringing together human expertise, technology, and workplace benefits in one connected experience, nudge helps employees move from understanding their finances to taking relevant action.

The launch represents the next step in nudge’s development of a global financial health experience that combines intelligent technology with human expertise, helping every employee make great financial decisions, when it matters.