With ‘Wall Street Girl Next Door,’ her business dedicated to helping high-earning women, she redefines wealth by healing their relationship with money.
It is always surreal to learn about all those founders and professionals across sectors worldwide who, instead of following the crowd, create a unique niche for themselves by choosing unconventional paths. These high-performing, highly driven professionals ensure they make a positive difference in the lives of others through everything they lay their hands on. Doing this precisely in the personal finance and wealth sector is Nicole Ayub, the mind and heart behind ‘Wall Street Girl Next Door,’ a business she has dedicated to helping high-earning women heal their relationship with money.
From the outside, financial success for high-earning women can look impressive, but on the inside, it can be deeply unsettling. Despite earning well, many women still live paycheck to paycheck, feel anxious about money, or lack the knowledge to manage their finances. This is when Nicole Ayub enters the picture with a mission to change this narrative. The New York-based professional and founder of Wall Street Girl Next Door has been redefining what wealth truly means for women. Beyond the traditional methods, Nicole addresses the emotional, psychological, and nervous-system-driven patterns that shape how women earn, spend, save, and invest. She believes in her philosophy that money isn’t just a financial tool, but also a relationship.
Nicole Ayub’s fascination with money began early in her life. In sixth grade, after participating in a stock-picking challenge, she felt an innate curiosity about how money could create security, freedom, and opportunity. This early spark eventually led her to New York City and a career on Wall Street, where she has spent the past 13 years working in the financial realm. Throughout her career, she has helped women save for retirement, invest intentionally, and work toward meaningful financial goals. However, along her journey, she also noticed a persistent gap. She noticed that traditional finance heavily focused on logic, control, and tactics, yet completely overlooked how people feel about money and why they behave the way they do. She explains that, through her business, they teach women how to manage their money and build a healthy relationship with it.
In a male-dominated industry, it was no walk in the park for Nicole to make her mark. However, the challenges she faced along her journey instilled in her the determination to become the catalyst for her business. This is how Wall Street Girl Next Door was born to support high-earning women who are “not rich yet” women, who make good money but feel stuck in cycles of stress, overspending or financial avoidance. Nicole, as the founder, helps them break the paycheck-to-paycheck pattern and build sustainable wealth in a way that aligns with their values, nervous systems and desired lifestyles. She has a unique approach to blending financial strategy with emotional intelligence, nervous system regulation, and aligned action, which has also set her apart.
Another important factor that has helped her stay distinctive from the crowd is her understanding that financial behaviour is deeply rooted in the nervous system. She helps women feel safe with money, eventually helping women to invest, save, and spend in ways that can support both their present lives and future goals. Apart from this, Nicole Ayub has also created safe, judgment-free spaces for women to talk openly about money. With her one-of-a-kind coaching and her podcast ‘The Money Diaries,’ she actively works to dismantle shame by encouraging honest conversations around finances.
In the coming years, Nicole Ayub envisions a world where women feel more confident, grounded, and empowered in their financial lives. She is determined in her mission to redefine wealth for women by integrating conscious financial strategy with emotional awareness and feminine leadership. She truly believes that when women heal their relationship with money, everything changes for the positive.
