Tony Zhang

With over 20 years of consulting experience serving more than five Fortune 500 companies, I’ve spent my career at the intersection of business, technology, and human transformation. My journey began in global enterprise consulting, where I led large-scale initiatives and gained firsthand insight into how systems, behaviors, and decisions shape outcomes. That foundation inspired me to create BECoach.ai, where I’m pioneering the profession of Behavioral Economics Coaching. BECoach.ai combines behavioral economics, financial behavior, and coaching science to help people move beyond financial knowledge into lasting transformation. We train and certify coaches to guide members in saving smarter, investing wiser, and earning better. Unlike traditional financial advice or motivational coaching, our approach closes the “knowing–doing gap” by addressing the habits, biases, and emotions that drive money decisions. By integrating the principles of the Experience Economy and Transformation Economy, we design coaching not just as sessions, but as transformative journeys where clients don’t simply learn about money—they become the kind of people who master it. Powered by AI and grounded in neuroscience and human psychology, BECoach.ai is building a movement to redefine financial empowerment for individuals, entrepreneurs, and families across North America.