A coach, mechanic or housekeeper, but for your finances

Adriana Gallegos keeps a team of people organised at her job as an associate director of administrative operations.

- Paulette Perhach

But in 2024, as Ms Gallegos, 46, was headed into a divorce while working full time and caring for three children, she found herself procrastinating on her personal finances.

"I was going through a really overwhelming time, because getting ready to go through a divorce, it’s like a full-time job," she said. "It’s not only the mental toll and emotional toll, but also there’s so much paperwork that you have to prepare."

After a few stressful months, Ms Gallegos decided to seek help.

She posted in a Facebook group for working mums and met Ms Tulsi Vadodaria, 45, founder of Life Admin Navigator. Ms Vadodaria offered a financial organisational service called daily money management.

These professionals may have backgrounds as certified public accountants, financial planners or bookkeepers. Daily money managers most commonly help two groups: seniors, especially those with cognitive impairment or a spouse who died recently, and wealthy individuals. The service varies depending on client needs, the same way a housekeeper might walk the dog in one home or vacuum cereal from under a high chair in another.

Most commonly, customers receive help to stay on top of bills, prevent theft and scams, and ensure they’re spending at a sustainable level. Increasingly, people who are just too busy, overwhelmed or struggling are also seeking these services.