My Career: ‘I’m lucky with the flexibility’

Name: Sheila Madden Caulfield

Age: 40

Lives: Ballyphehane, but originally in the Kingdom of Kerry.

Job title: Financial Advisor at Halpin Wealth Management, Personal Trainer and Fitness Instructor at DT Fitness (@ThePetitePT), Mom at home to 2 small boys

Salary bracket: €45k to €50k

Education background:

QFA from the Institute of Banking and UCD

Undergraduate degree in Commerce from UCC (BCOMM)

Master’s degree in Economics from UCC (MBS)

Diploma in Personal Training and Fitness Instructing from APEC

Hobbies: Gym, running, yoga, IMRA trails — with plenty of chatting in between. Watching all kinds of reality TV, reading (especially the classics) and I am partial to a good old crossword!

I’m usually cheering on my husband and kids from the sidelines, tracking down anything filled with pistachio cream from Sicilian Delights, or catching up with friends over brunch, coffee, and the occasional mimosa.

Describe your job in five words: Calculators, kettlebells, burpees, budgets, freedom

Describe yourself in five words: Outgoing, optimistic, energetic, loyal, genuine.

Personality needed for this kind of work? You’ve got to be real, non-judgmental, and invested in helping people. Whether it’s finance or fitness, people often come in with insecurities, and my job is to make them feel at ease. I’m here to empower and educate them, so they can take charge of their own journey.

How long are you doing this job? A year and three months!

How did you get this job? Having received an undergraduate degree in Commerce from UCC, I aspired to secure a place in a graduate programme in an Irish bank and begin a career in finance. However, in 2008, the economic crash led to the withdrawal of these programmes. Undeterred, I pursued a master’s degree in economics, where my thesis focused on the Irish Sports Council.

I then spent eight years as a research analyst at a high-profile property company, where my reports were published and recognised in national newspapers and within the industry. My reports and data equipped the agents with the concrete information they needed to attract prospective tenants and investors, ultimately supporting the growth of the local commercial property market and contributing to the wider regional economy.

During my second maternity leave in 2020 - amidst the uncertainty of lockdown - I reignited my passion for sport, becoming a qualified personal trainer and fitness instructor. This led to the creation of my own business, The PeTite PT, where I train individuals and groups, and also co-host specialised fitness and mindset events, which I founded with my friend, Rachael Shorten Life Coaching.

In March, 2024, life came full circle when I took the plunge to pursue a career in finance and joined HWM. I now get to combine my analytical mindset with a genuine passion for connecting with people. While finance is often viewed as numbers and strategy, it’s actually deeply personal. I understand that discussing money can make people feel vulnerable or even overwhelmed. My aim isn’t to tell people what to do, but to guide them through their options, provide clear and relevant information in plain language. The technical jargon of the industry can be intimidating and a barrier for some and so I feel strongly about creating a space where clients feel heard and never judged.

Stepping into this new position has also pushed me out of my comfort zone. I’ve begun attending industry, networking, and community events - something I never would have imagined myself doing a few years ago. These experiences have broadened my perspective and understanding of society and introduced me to a wide range of voices outside my usual circles.

To date, I have successfully completed five of the six required exams for the QFA qualification, achieving distinctions in each. I took my final exam in May and am on track to become a Qualified Financial Advisor shortly.

Both in my role as a financial advisor and a personal trainer, I believe in empowering people through education and support. I want every client to walk away feeling more in control of their financial or physical future. It’s a privilege to be part of that journey and feel like I have made a difference.

Looking back, I now see how both my passions for finance and sport have shaped my journey in ways I hadn’t anticipated.

Do you need particular qualifications or experience? Financial services is a highly regulated industry so to work as a financial advisor, you need to have a minimum APA (approved product advisor) qualification; in order then to be able to advise and provide the likes of pensions, life assurance, etc, you need to have the QFA (Qualified financial advisor) qualification. Unfortunately, on the other hand, the fitness industry isn’t overly regulated in Ireland. However, I am a firm believer that in this industry, you need to hold yourself to a high standard regardless of regulations. Those of us who study and invest in our education know the value of evidence-based training, continuous professional development, and putting clients’ health and safety first.

Whether advising someone on their financial future or their physical wellbeing, both professions carry a responsibility, guided by integrity, knowledge, and ongoing learning.

Describe a day at work: Mornings involve getting kids out the door to school, which usually has an element of shouting about finding or putting on shoes- we are lucky that our school is nearby, so we stroll up and have the chats about whatever random thing pops into their heads.

After that, I transform into my other role - financial advisor at HWM. I spend my day meeting clients and writing reports. It’s kind of like solving a jigsaw puzzle: each client comes with their own unique financial pieces - goals, questions, challenges - and it’s my job to figure out how it all fits together. I look at timelines, needs, and what solutions might help everything click into place for them financially.

After the office, my husband and I juggle a whirlwind of activity - running, dance class, kids’ soccer training, matches, swimming lessons, gym sessions, and dinner.

I coach fitness classes some evenings, and I always make sure to have the work-out planned in advance. My main challenge is deciding just how much ’90s cheesy pop to include in the playlist! I love coaching clients in the gym - it takes a lot of energy, but I really enjoy boosting, encouraging, and supporting people through their workouts.

I’m definitely a morning person so after a cuppa and some chocolate, I am happy to see my bed!

How many hours do you work a week? I split my time between mornings at my desk job and a few evenings at the gym. It really depends on the week, so I try to keep it flexible and balanced.

What do you wear to work? My wardrobe varies based on the day’s schedule. A dress and heels or jeans and flats when I have meetings or am at my desk, but working from home or by evening, I’m all about comfort, so think leggings and runners for the gym and chasing my kids!

Is your industry male or female dominated? Traditionally, the financial services industry has been male-dominated - but that is definitely starting to change. I’m proud to be part of a female-led financial services firm, and we often hear from clients whh really appreciate having an alternative to the more stereotypical set-up. It’s refreshing for them and rewarding for us. I believe it’s so important that all demographics are represented - clients come from all walks of life, so the industry should too.

Does this affect you in any particular way? Not overly - I respect the knowledge and experience that those in the industry before me have and I am lucky to be able to learn from them. I’m quite happy to mix in any setting, but there is something special in being part of a company that’s leading the way in driving change and showing that there’s room for different voices in the industry.

Is your job stressful? How? Rate it on a scale of 1-10: I’d say around a 4. Like any job, there are definitely moments where things get busy - especially when you’re up against a deadline or juggling multiple client needs. But overall, I’m lucky. The role comes with a good level of flexibility, which means I can manage the pressure without it completely taking over my day or affecting my life outside of work. Having that balance makes a huge difference and helps keep any stress manageable.

Do you work with others or on your own? There are five of us in the company, so it’s a small team - but the environment is easy-going and supportive. You never quite know what each day will bring, but there’s always good energy and plenty of friendly chat. I feel really lucky to work with Halpin Wealth Management - their mentorship and support have played a huge role in my growth this year.

When do you plan to retire or give up working? I don’t have any plans or thoughts on this - I am always doing something, signing up for a race or an event or planning a holiday. I’m not one to just sit back and relax.

Best bits: The flexibility, the opportunities, the constant learning, the relevance and the people. It’s also very rewarding to feel I’m making a difference. We’re all taught to go out and earn money, but we’re rarely shown how to make that money work for us. That’s where I come in!

Worst bits: Waiting on replies! I’m a do-er by nature, so hanging around while applications are processed or people get back to me can drive me bonkers - especially when I’ve got a to-do list I’m dying to tick off. I know it’s all part of the job, but it definitely tests my patience!

Advice to those who want your job? Be sound, be real, be you and have fun along the way! (This is advice for life - not just a job).