Shannah Game · Money Behavior Expert · CFP®

Money is never
just about money.

I explore what's happening
underneath the numbers —
the emotions, behaviors,
and stories shaping your money.

The emotions, behaviors, identities, and stories that shape how we earn, spend, work, achieve, and decide what enough looks like.

I'm Shannah Game — CFP®, money behavior expert, author, speaker, and creator + host of Bake It Out.

Watch Bake It Out Work with me

20+ Years in Finance 28M+ Downloads New York Times Top 4 Money Podcast CFP® Money Behavior Expert Author + Speaker Creator + Host of Bake It Out

Trusted voice in the messy, human side of money featured in:

Pick your way in. You do not have to start with the biggest thing.

01 Free money story 02 Read For the Record 03 Watch the show 04 Work with me

Hey Shannah Originals presents

Money. Midlife. Reinvention.
Something's in the oven.

Bake It Out is an original video series about money, work, midlife, reinvention, and what happens when the life you built stops fitting — told through personal stories, experiments, starting over, and usually something in the oven.

Watch Bake It Out

YouTubeWatch the latest video

Newsletter

For the Record

If you want the writing first, start here.

For the Record is my Substack — part essay, part field notes, part honest dispatch from money, midlife, work, menopause, and reinvention.

It's for the woman who wants something smart, personal, and a little sharper in her inbox than a generic newsletter.

Read on Substack Join For the Record

Substack · essays + notes

For the Record

A newsletter for women figuring out money, work, menopause, and what the hell comes next.

Personal essays you actually want to read
Money truths, midlife thoughts, and behind-the-scenes notes
A softer entry point if you want to get to know my work first

Free · under 10 minutes Start here

Rewrite your money story.

Your money story is the operating system underneath every financial decision you make. Not your income. Not your budget. The story. It quietly decides what you think you deserve, what you let yourself want, and what you'll settle for, long before you run a single number. Rewrite it, and everything built on top of it starts to change.

A short audio and a set of exercises you can do in one afternoon. By tonight you'll have named the old story and started writing the one that actually serves you. This is the ground everything else stands on.

A 9-minute audio you can play right now
Afternoon exercises, no prep needed
Name the story running the show
Start writing the one that serves you

▶ Audio · Under 10 min

Get the free audio

Tell me where to send it and it lands in your inbox right away.

One email a week. Unsubscribe anytime. No spam, ever.

Work with me

If you know what to do with money but still can't make yourself feel okay about it.

That is the work I care about. Not another perfect budget. The beliefs, stories, coping patterns, fear, control, shame, permission, and identity sitting underneath the numbers.

Open now · 6 spots a month

Money Steady

1:1 emotional money coaching

You can make money — even good money — and still feel anxious, avoidant, controlling, ashamed, or like one wrong move could undo everything.

Money Steady is four private sessions focused on the pattern underneath the money, so you can stop trying to solve an emotional problem with more information.

Four private coaching sessions
Personal exercises and support between sessions
Patterns, beliefs, stories, behavior, and nervous-system tools
No financial plan. No budget boot camp.

Work with me 1:1

October · waitlist open

Enough By Now

A four-week group experience

You make money. You may even be doing objectively well. But there never seems to be quite enough to do what you want, relax, or finally believe you're okay.

And somewhere in midlife the question gets louder: Shouldn't I have figured this out by now? Enough By Now is about the moving goalpost — and what happens when you stop asking a number to make you feel safe.

A mix of live sessions and easy short exercises
Video, audio, and text prompts you can actually finish
Money, enoughness, identity, achievement, and what you want now
Built to be experienced with other women, not alone

Join the October waitlist

For organizations

Money education works better when it accounts for actual humans.

I design original, trauma-aware financial wellness programs for organizations working with people through transition, disruption, reentry, and rebuilding. Practical money knowledge matters. So do emotion, identity, behavior, and the conditions people are making decisions inside of.

Custom ProgramsWorkforce, reentry & community

Built around the people in the room,
not a generic slide deck.

From curriculum and workbooks to live workshops, short digital lessons, and scalable support tools, I build programs that help financial knowledge stick after the session ends.

Explore custom programs

★ Best Seller

Start with the book

Before there was a budget, there was a story.

Unraveling Your Relationship With Money is not another book telling you to try harder, spend less, or become a completely different person by Monday.

It's a story-driven guide to understanding why you do what you do with money, and how to begin changing it without shame.

Get the book

Unraveling Your Relationship with Money by Shannah Game, published by Wiley

About

I can read a balance sheet. I've also folded one into a paper crane to avoid it.

Shannah Game — CFP®, money behavior expert, Certified Trauma of Money Specialist, author, speaker, lifelong entrepreneur, and creator + host of Bake It Out, a Hey Shannah Original.

I spent more than 20 years in finance and ten years hosting a money podcast heard more than 28 million times. I know the rules, the formulas, and the advice.

What interests me now is everything the advice cannot explain: why success can still feel unsafe, why “enough” keeps moving, why midlife makes old definitions stop fitting, and what we do when we want a different life before we have a perfect plan for it.

Meet Shannah

Hey Shannah

You're allowed to want a different life.
You do not need a perfect explanation.

Maybe the question is money. Maybe it's work, menopause, ambition, identity, or the unnerving realization that the version of success you chased does not fit anymore. This is a place to tell the truth about that — and figure out what comes next.

Start with your money story Watch on YouTube

Let's be friends

Money is neverjust about money.