DEFINANCE is a financial coaching space created by and for women – and a welcoming home for anyone else who’s felt left out of the traditional money conversation.
We help you build financial confidence through coaching that’s practical, uncomplicated, and a little bit cheeky.
Take control of your money.
Build real financial freedom.
Make bold, empowered choices – on your own terms.
At DEFINANCE, we strip money back to what actually matters and turn it into a tool for freedom, choice, and possibility.
To provide a fierce, protective, and empowering space centred on women’s financial growth, while enthusiastically welcoming any marginalised individual who resonates with our mission.
If you are ready to build a confident, values-aligned relationship with money, you belong here.
I’m Jessica Cooke – a Chartered Accountant and European Financial Advisor with over 20 years’ experience in global corporations, overseeing billion-dollar budgets at companies including Amazon, Amway, and AGL.
I’ve led strategic initiatives, worked within complex financial systems, and translated finance for executives and non-financial teams alike. That corporate grounding means I understand how money decisions really get made – and what both organisations and individuals actually need to move forward.
But here’s the twist…
Financial coaching is about understanding your money and learning how to make it work for you.
It’s a combination of practical financial education, building confidence and understanding the habits and beliefs that influence your decisions.
At DEFINANCE, we go beyond the numbers. You’ll develop the knowledge, tools and confidence to make financial decisions that support the life you want to live.
A financial adviser can recommend specific financial products, investments or strategies. A financial coach helps you build the knowledge and confidence to make your own decisions.
At DEFINANCE, we’re educators, not financial advisers. We won’t tell you which shares to buy or how to invest your money. We’ll help you understand how investing works, explore your options and decide what makes sense for you.
And there’s a difference in how you pay. While some financial advisers charge ongoing fees to manage your investments, at DEFINANCE you pay for your education, not ongoing investment management. The knowledge and skills you develop are yours to keep.
Because the goal isn’t to have someone make your financial decisions for you. It’s to feel confident making them yourself.
DEFINANCE is for anyone who feels there’s more they could be doing with their money.
Maybe you’re earning well but wondering where it all goes. Perhaps you’ve been meaning to start investing for years. Or maybe you just have that niggling feeling there’s more you could be doing, but you don’t know what you don’t know.
Whether you’re starting from scratch or ready to take things further, DEFINANCE helps you understand and use your money in a way that makes sense to you.
Not at all. I’ve worked with people from all sorts of financial backgrounds, from those with significant wealth to those working out how to make ends meet.
Financial education isn’t reserved for a particular income bracket or bank balance.
Wherever you’re starting from, the goal is the same: understanding your money, making informed decisions and creating more opportunities for yourself.
DEFINANCE was built with a particular passion for women’s financial confidence, independence and freedom. That’s at the heart of what we do, and it’s not going anywhere.
But we’re more than that.
We’re a welcoming, empowering space for anyone who’s felt overlooked, excluded or out of place in traditional financial conversations.
Whatever your gender or background, if you’re ready to understand your money, build confidence and create more possibilities for yourself, you belong here.
No. You get to decide what you share.
Our programs are designed to help you learn, reflect and apply what you’re discovering to your own circumstances. You won’t be asked to disclose personal financial details to the group.
You’re welcome to share your experiences, ask questions and participate in discussions, but how much you reveal is entirely up to you.
Absolutely! DEFINANCE is based in Luxembourg, but our programs are delivered online, and we’ve worked with clients across Europe, the UK, Australia and Canada.
While financial systems and regulations differ between countries, much of what we teach applies wherever you live.
We’re focused on helping you build financial knowledge and confidence, rather than providing country-specific financial or tax advice.