Courtney Bernhard

Why this persona fits the audience

Runs a one-person coaching practice in Leeds and uses webinar signups, email follow-ups, and booking pages to sell workshops and 1:1 sessions. He is comfortable with basic website tools but still pieces together campaigns through spreadsheets, a free email plan, and occasional contractor help.

• Age: 45
• Location: Leeds, UK
• Occupation: Financial coach
• Income: £38k–£60k
• Education: Professional certification in financial coaching
• Company size: 1 (sole proprietor)
• Years in role: 8

“My aim is to demystify finance for people, to show them that with a bit of structure and understanding, they can take control of their money and build a more secure future.”

Courtney Bernhard, 45, has carved out a niche as a solo financial coach in Leeds, UK, driven by a desire to help individuals and small business owners navigate their financial landscapes with confidence. His journey into coaching wasn't a straight line; he spent over a decade in financial administration before realising his true passion lay in empowering others through education and personalised guidance. This led him to pursue a professional certification in financial coaching, a decision that marked a significant shift towards a more fulfilling, albeit less predictable, career path. He established his practice eight years ago, initially working from a small co-working space before transitioning to a home-based model to reduce overheads and gain more control over his schedule. Courtney lives alone in a rented semi-detached house, a choice that reflects his preference for stability and a quiet environment conducive to focused work and personal reflection. His income, ranging between £38k and £60k annually, is directly tied to his client acquisition and retention efforts, making him acutely aware of the need for consistent marketing and service delivery. He’s recently been focused on refining his lead generation process, experimenting with different webinar topics and email sequences. A recent decision involved investing in a slightly more robust booking system, moving away from purely manual scheduling to reduce administrative errors and free up time for client-facing activities. He's comfortable with the core functionalities of website building and email marketing but finds the integration and optimisation of these tools a constant challenge, often relying on spreadsheets to stitch together campaign data. His approach is characterised by a deep-seated value for helpfulness and a desire for simplicity in his processes, often feeling overwhelmed by overly complex software solutions that promise more than they deliver in practical terms. He is currently weighing the potential benefits of outsourcing some of his content creation, a decision that requires careful consideration of cost versus potential time savings and quality assurance.

Background & daily life

A day in their life

Courtney typically wakes around 6:30 AM. After a quick check of urgent emails, he dedicates an hour to reading industry news or a chapter from a personal finance book, followed by a short walk. Breakfast is usually simple – porridge or toast. By 9 AM, he's at his desk, often starting with administrative tasks like responding to inquiries or scheduling. His late mornings and early afternoons are usually filled with client calls, either 1:1 sessions or group coaching. He breaks for a light lunch around 1 PM. The late afternoon is reserved for marketing activities: planning social media posts, drafting email newsletters, or working on his next webinar. He aims to finish by 6 PM, often taking an evening class or meeting a friend for a casual drink once or twice a week. He rarely works past 8 PM.

Lifestyle

Courtney lives in a comfortable, rented semi-detached house in a quiet suburb of Leeds, preferring the peace over a busier city centre. He's single and doesn't have children, which allows him to dedicate significant time to his business and personal development. His routine is structured: early mornings for personal finance reading and exercise, followed by client calls and administrative tasks. He enjoys cooking simple, healthy meals and unwinding with a good book or documentary in the evenings. While not extravagant, he prioritises experiences over possessions, saving for occasional short breaks in the UK and investing in his professional growth.

Work life

As a solo financial coach, Courtney's workday is a blend of client sessions, content creation, and administrative overhead. He meticulously plans his week, allocating blocks for 1:1 coaching calls, webinar preparation, and follow-up emails. The core of his client acquisition strategy involves promoting free introductory webinars, which then lead to email sequences designed to convert attendees into paying clients for workshops or personalised coaching packages. He relies on a free tier email marketing service, Google Sheets for tracking leads and client progress, and a simple WordPress site with a booking plugin. He occasionally hires a virtual assistant for specific tasks like graphic design or video editing, but prefers to manage the core marketing himself.

Relationships

Courtney maintains a close but geographically dispersed circle of friends, primarily from his university days and previous career. He has a good relationship with his parents, who live in the South of England, and calls them weekly. Professionally, he engages with a small network of fellow coaches online, sharing insights and occasional advice, but he doesn't have a formal mentor.

How they decide

Courtney approaches decisions methodically. He's not impulsive, preferring to gather information and weigh pros and cons, often using spreadsheets or detailed notes for significant choices. He values practicality and evidence of effectiveness, looking for solutions that offer clear benefits with manageable complexity. He's open to trying new things if they promise to simplify his workflow or improve client outcomes, but he avoids overly technical or experimental approaches without a clear understanding of their utility.

How they sound

Speaks with a clear, steady Yorkshire accent, though it softens when he's focusing on professional client interactions. His cadence is measured and thoughtful, rarely rushing his words. He uses professional but accessible language, avoiding jargon where possible. He might occasionally use phrases like 'right then,' or 'bear with me' when transitioning between topics. He generally avoids slang and maintains a polite, slightly formal tone, especially in initial communications.