EL SEGUNDO, Calif., Feb. 19, 2026 /PRNewswire/ — Amid escalating financial anxiety across the nation, Financial Finesse has appointed Scott Hajer as Vice President of Financial Coaching. This strategic move underscores the company’s dedication to enhancing access to high-quality, human-centered financial guidance, supported by innovative technology. As individuals increasingly seek continuous support in their financial journeys, Financial Finesse aims to address this demand through the evolution of its coaching model.
Hajer brings over 20 years of experience in building and advancing coaching organizations. His record of strengthening leadership and enhancing coaching capabilities positions him well to oversee Financial Finesse’s ongoing coaching initiatives. He will focus on empowering coaches to provide consistent support to employees at every stage of their financial lives, a need that has become crucial in today’s climate.
“Financial Finesse is mission-driven and filled with people who care deeply about changing lives, not just delivering information,” Hajer stated. “I’m honored to help elevate a coaching model that sets the standard for the entire industry. Frankly, they had me at hello.”
With a legacy spanning over 26 years, Financial Finesse has established itself as a leader in workplace financial coaching, helping millions of employees reduce financial stress and achieve long-term security through employer-sponsored financial wellness programs. The firm’s full-time team of CERTIFIED FINANCIAL PLANNER™ professionals boasts an average of over 10 years of experience and undergoes advanced training in behavioral finance, empathy-based communication, and evidence-backed coaching methods. Coaches are not only certified in employer benefit plans but are also selected for their technical knowledge and emotional intelligence, ensuring that employees receive guidance that is both personally relevant and grounded in financial expertise.
The appointment of Hajer comes as employers increasingly demand financial wellness programs that provide ongoing, relationship-based support for employees and their families. Organizations are moving away from one-time interventions, seeking coaching that evolves alongside employees’ financial circumstances and serves as a reliable resource during major life milestones.
“We’re seeing a clear shift toward ongoing, deeply personal financial guidance,” said Liz Davidson, Founder and CEO of Financial Finesse. “Scott will help us expand our ability to deliver that level of support at scale in this next chapter.”
The demand for comprehensive financial coaching is growing as financial anxiety remains high among employees. By enhancing its coaching capabilities, Financial Finesse aims to solidify its position as a pivotal player in the financial wellness industry, addressing not just immediate concerns but fostering long-term financial well-being for clients.
As Financial Finesse continues to innovate and adapt, the company remains committed to its foundational principles of delivering unbiased guidance through its AI coach, Aimee, and its team of experts. With Hajer at the helm of financial coaching, the firm looks poised to meet the evolving needs of the workforce, ultimately driving measurable return on investment for employers while empowering employees to take control of their financial futures.
For more information about Financial Finesse and its services, visit www.financialfinesse.com.
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