Learn about the four key wealth personalities and how they reflect your relationship with money.

Money causes a lot of friction in most relationships, with our parents, with our partners, and even with ourselves. 

But it’s often a lot deeper than just managing the right budget, or making more money, often, these frictions and frustrations come from differences in our own belief systems around money, our lived experiences and our Wealth Personality Profile. 

A profound shift occurs when you can embrace the fact that we are all so incredibly different, unique, special, and no two people on this entire planet are precisely alike.

Money mindset work and the wealth personality profiles are important to not only help us recognise that not everyone thinks, acts, and makes choices like we do, but it allows us to see strengths and weaknesses in others and adjust accordingly, or open up the conversation together.

In my experience as a money mindset coach of 5 years,  a person’s wealth personality profile can be distilled into 1-2 of the following categories and profile types. 

  • The Wealthy Winner 
  • The Excitable Enthusiast 
  • The Conscious Analyst 
  • And The Hesitant Peacekeeper

The Wealthy Winner 

The winner loves competition, goals, excellence, and the hustle. They operate at a high level and expect others to do the same. Winners are confident when it comes to making big money decisions. They’re ready to pounce if they see a great deal—even when others get stuck in the details. ​​​​​​During budget conversations, however, they can dominate instead of making it a team effort.

The Excited Enthusiast 

This personality type is motivated by social recognition, group activities, and relationships. They love shiny new things, thrive in communities, are early adaptors and jump from one thing to the next. ​​​​​​​​​​​​​​​​​​​​​​​​When money is involved, they tend to be charitable and generous—treating friends and family to dinner or throwing expensive parties for loved ones!​​​​​​​​​​​​​​​​​​​​​​​ They also, however, tend to forget about long-term money goals in favour of immediate wins (or whims).

The Conscious Analyst

This wealth personality places emphasis on working conscientiously within existing circumstances to ensure quality and accuracy. Analysts don’t miss a beat when it comes to budgeting. They know exactly what’s what. They can, however, get too focused on penny-pinching and get frustrated if anyone goes over budget—even by a few dollars. 

The Hesitant Peacekeeper

 This personality type tends to place emphasis on cooperating with others within existing circumstances to carry out a task.​​​​​​​​​​​​​​​​

​​​​​​​​​​​​​They’re motivated by cooperation, opportunities to help, and sincere appreciation. As far as budgeting, peacemakers value the input of their spouses and family. They’re reliable and responsible. They’re also superb at sticking to their budget.​​​​​​​​​​​​​​​​

​​​​​​​​​​​​Peacemakers, however, may stay “too safe” when it comes to their money.

By knowing the personality types, we can …

  • Validate our feelings and experiences with money.
  • Identify our strengths and also the areas where we can improve
  • Understand the differences between our personality type and the personality types of our partner/spouse, who may also be involved in money decisions
  • Heal generational trauma or conflict with money once we better understand our money personality vs our parent’s money personality.
  • Identify specific opportunities and strategies to help us transform our relationships with money.

This work matters. Understanding our differences and holding space for others with acceptance and love is one of the biggest steps we can take individually and collectively to move forward. 

Learn more about the wealth personality profiles HERE

Shona Gates is an author, business coach & money mindset mentor that helps women transform their relationship with money. A successful business owner/entrepreneur herself, Shona has a passion for  passing on the learnings that helped her achieve business and financial growth, in her unique, no BS, warts-and-all approach. 

Shona herself is a Mum to 3 young children, all with varying degrees of disability. She is passionate on educating women from similar circumstances so that they too are able to create an abundant lifestyle by simply changing their money mindset.

Money Mindset




Learn about the four key wealth personalities and how they reflect your relationship with money.

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