Joline Godfrey on Raising Financially Fit Kids in Abundance
In this deeply personal conversation, Jonathan Treussard sits down with Joline Godfrey—a pioneer in financial education for children and families of wealth. Joline shares how she went from creating the first financial education program for girls ("An Income of Her Own") to working with ultra-high-net-worth families who discovered that abundance doesn't automatically make life easier for their children—and often makes it more complicated.
The conversation explores the F.I.S.H. framework (Financial, Intellectual, Social, and Human capital) that helps families think about wealth as more than money, and why reviewing these dimensions quarterly—just like a portfolio—transforms abstract values into operational family culture. Joline introduces the concept of "wealth gaslighting"—when parents pretend financial reality isn't real—and explains why this damages children's ability to trust themselves and navigate the world. She shares the story behind "The Power of Half" and reveals the critical gap between aspirational values ("we want to be open with our kids") and actual values ("but we really want to protect them"), and why bridging that gap determines whether families thrive or fracture under the weight of wealth.
This episode offers a roadmap for families navigating abundance: start early, practice often, model authentically, and remember that becoming financially fluent is a lifelong journey—not a weekend seminar.
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What We Cover in This Conversation
Joline's journey from financial education for young girls to working with families of wealth
Why the fantasy that "wealth makes life easier" breaks down for children of abundance
The F.I.S.H. framework: Financial, Intellectual, Social, and Human capital as wealth dimensions
Why families should review all forms of capital quarterly, not just their portfolio
"Wealth gaslighting": how pretending financial reality isn't real damages children
The Power of Half: a family's response to the Mercedes vs. homeless guy dilemma
Aspirational vs. actual values: where family conflict really lives
Modeling financial behavior and the importance of authenticity during difficult transitions
Values mapping: understanding the gap between what families say and what they do
Bounce 10: scaling immersive financial education for families with young children
Key Takeaways
Children are ready to talk about money about 10 years before their parents think they are. Kids understand money from the first time they're in a grocery store. The issue isn't their readiness—it's parental discomfort. Delaying conversations means delaying practice, and practice at low stakes (age 5-10) makes high-stakes moments (prenups, inheritance) manageable rather than traumatic.
The F.I.S.H. framework extends portfolio thinking to all forms of capital. Just as you review financial capital quarterly, families should review Intellectual, Social, and Human capital with the same discipline. Are friendships healthy? Is intellectual stimulation happening? Are health and values being nurtured? Wealth is more than money, but it requires the same intentionality to manage.
Wealth gaslighting damages children's ability to trust themselves. When parents deny financial reality—pretending they can't afford something when children know it's not true, or hiding job loss while claiming everything is fine—children learn they can't trust their own perceptions. Authenticity about financial circumstances (adjusted for age-appropriateness) builds confidence and resilience.
Family conflict is never about money—it's about values regarding money. The gap between aspirational values ("we want to be open and sharing") and actual values ("but we really want to protect them") is where dysfunction lives. Values mapping helps families see these gaps, acknowledge different family members' priorities, and bridge the distance between aspiration and reality.
Becoming financially fluent is like learning a language—it's a journey, not a destination. You start with "Je m'appelle" (my name is) and build to thinking in the language. Financial fluency requires the same patient accumulation of practice, mistakes, corrections, and growth over time. Families seeking quick fixes or one-time solutions miss the point: this is lifelong work that compounds like interest.
Timestamps
00:00 - Welcome and Joline's journey to working with families of wealth
03:00 - Why abundance doesn't make life easier for children and the universal fantasy
05:00 - The F.I.S.H. framework: Financial, Intellectual, Social, Human capital
09:00 - Mechanics and psychology of wealth conversations in families
12:00 - Why children are ready 10 years before parents: the prenup conversation
16:00 - Wealth gaslighting and the importance of authenticity with children
18:00 - The Power of Half: Mercedes vs. homeless guy story and family response
22:00 - Aspirational vs. actual values and why families need values mapping
27:00 - Bounce 10: scaling immersive financial education for young children
30:00 - Advice for someone anxious about receiving wealth: breathe and do foundational work
35:00 - Rapid-fire questions: favorite word (possibility), the smell of neroli, running water
About Joline Godfrey
Joline Godfrey is a pioneer in financial education for children and families, and founder of Bounce 10, which provides immersive financial education and parenting tools for families with young children (ages 4-10). She created "An Income of Her Own," the first financial education program specifically for girls, and has spent decades working with ultra-high-net-worth families to help them raise financially confident, values-aligned children. Joline developed the F.I.S.H. framework (Financial, Intellectual, Social, and Human capital) to help families think about wealth holistically and manage all dimensions with the same intentionality they bring to portfolio management. Her work focuses on the intersection of financial education, family culture, and values—helping parents model financial behavior authentically and bridge the gap between their aspirational values and lived reality.
Learn more at bounce-10.com
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Disclaimer
The content of "Treussard Talks" is for informational and educational purposes only and should not be considered financial advice. The views expressed are those of the host and guests and do not necessarily reflect the opinions of Treussard Capital Management or its affiliates. Consult your own financial advisor before making any investment decisions. For full disclosures, visit treussard.com.