About

Hi, I'm Joel Ezekiel.

I'm a behavioural money coach. I help small business owners get a steady wage, a tax pot that's never short, and calm about money.

MSc Behavioural Economics  |  DipPFS  |  Former financial planner at St James's Place

Joel Ezekiel, founder of Way of Wealth

My story

I grew up in South Africa. My family moved to England when I was 18. I stayed on, and later moved to the UK myself.

I studied sound engineering and DJ'd on the UK scene. Then I moved into high-ticket sales.

I turned £3,000 into £150,000 trading. I thought I was a genius. Then I lost all of it. That's what sent me off to study this properly.

I did an MSc in Behavioural Economics. I sat the exams, got my DipPFS and qualified as a financial planner at St James's Place.

And honestly, what I found is that the plan is almost never the problem. Smart people have a financial plan and still don't follow it. It's the beliefs and habits underneath, the stuff running on autopilot.

So in March 2026 I left financial services to build Way of Wealth full-time.

Who I help

I work with small business owners, the self-employed and company directors whose income doesn't arrive the same way every month. People who earn well and still find money stressful.

This is for you if:

  • Your income swings from a fully booked month to weeks of almost nothing.
  • You don't pay yourself a set amount. You take what's there, when it's there.
  • The tax bill turns up and you're not sure the money is still there.
  • You earn well, and you still feel behind.

The Money Story Method

My 12-week programme, one to one. Twelve weeks, just you and me. We change the habits and we build the system, on the call.

We set up four accounts: Current, Emergency, Tax, and Savings and investments. You pay yourself from the business on the same day every month, like a wage. Tax gets put away when the money lands. And we look at the beliefs underneath, where your money habits come from and why they made sense at the time.

It costs £1,000. See the full programme.

Coach, not adviser

I'm a coach. I don't give regulated financial advice. I won't tell you which investment, pension, mortgage or tax set-up to choose. For those, please speak to a regulated financial adviser or an accountant.

The details

Start with a free Cash Flow Session

Not sure where to start? 75 minutes, live on screen. I build your cash flow model with you, and you get your written report within 48 hours.

Book a free Cash Flow Session