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Brave Business is
being more committed to your dreams than to your comfort zone.

Hi I'm Jennifer

Master Certified Life & Mindset Coach

I women wanting to get outside of their comfort zone and do something brave. I love coaching coaches who are at the very beginning of their business development when the fear, confusion and indecision is palpable. I specializes in helping women who are being held back by their fear of failure and rejection to take steps to become their bravest self. With my personal experience of taking on the care of my newborn nephew with one week notice, moving my aging mom in after a full home renovation during Covid, all while leaving a job of 22 years to start a coaching business, I am able to show women how to step into their own bravery even in the toughest of times. I can show you that fear is often a warning sign, but never a stop sign.


Brave Business for New Coaches

Courageous Conversations 


I help people have courageous conversations.

I specialize in guiding them through setting boundaries, sharing their true desires, and facing their fears. 

Brave Business Mindset

I help new coaches get out of their own way so they can start helping people while also making money. I help process and eliminate indecision, niche drama, compare & despair, undercharging and imposter syndrome.




I help you get yourself out of confusion and indecision so that you can make bold decisions about your life and business.


"She was never quite ready. But she was brave. And the universe listens to brave."

~Rebecca Ray

Jennifer at Brave Caregiving is highly skilled at coaching. She asks the best questions to help you get to the unique answers that work for your unique situation. She also has a great assortment of tools and handouts that are generously shared to assist you in navigating the caregiving process. I highly recommend Jennifer Richey as a caregiving coach. Jennifer has been there herself and therefore truly understands the needs of a caregiver.

- Wendy Mather

After our coaching together, I'm much more able to be calm when Dad is not being his old self. I don't take his anxiety personally. I've learned what I am able to control and change and what I need to make peace with. I've been able to get back to living my life while caring for him, figuring out the best routines for help with his wonderful home health aides. There were times when I came to you with a lot of confusion and realized it was me just having to make a difficult decision and feeling resistance. You helped me see a clear path forward for being able to create the best scenario for him and me, without my continuing to feel like I was trapped or giving up my life. 


- Deb Malkin

Jennifer is a great coach. She has a specific process for walking you through anything. She's skilled at helping you see how to solve whatever is happening so you have the best outcome. The process she uses is something I can use day in and day out to help me manage anything that comes my way. She's amazing.

-Debbie Shadid

Debbie Shadid-2.jpg

Jennifer is the the coach we all need. Jennifer has an ability to zero in on the real issue and work through the obstacles keeping you stuck. Jennifer is a wonderful balance of kind, but strong, allows you to explore your mind, but holds you accountable. I can recommend Jennifer without hesitation.

- Nola Gephart


What is it costing you to stay safe?




Personal Growth


You have a good life.

If nothing changed, life would be fine.

But you don't really want fine.

Fine has gotten you here.

Deep Down, you want more.

Maybe you want to start a new business.

You've been overthinking about it...over and over.

You tell yourself you don't know where to start and that you don't have enough time, money or certifications. 

You know no one will hire you anyway -

you don't have enough experience to really help people.

Is this BS even true?? 

Perhaps you need to have a courageous conversation

with your aging parents -

or with your siblings about your parents.

Should they still be driving? 

What do they want us to do

if something happens to one of them?

Maybe you're an only child who is completely dreading

having to handle this all alone. 

Where do you even start?

Between keeping up with medical appointments,

medication refills, figuring out who can help and when,

it's so overwhelming.

Maybe you want to make a brave decision

that could change everything. 

You want to start or end a relationship.

You are longing to tell someone a secret

you've been hiding for years.

You are terrified to admit to overspending, debt or hoarding and finally deciding to get the help you need.

Maybe you need to tell your spouse that

you don't really want kids?

Or you want to set boundaries with your mother-in-law?

Or you need to tell the person you've been chatting with online that your picture on your dating profile... from 10 years and 40 lbs ago. 

So why haven't you done it yet? 

Because it's scary?


Oh, my friend, of course it's scary. 

Change is scary as hell.

And courage and bravery sound amazing,

but they feel horrible.


You’re imagining the worst case scenario.

You’re afraid you could lose everything.

You’re afraid of what people will think.


It's not the right time.


You’re not living authentically.

You’re suppressing your true desires. 

You’re living in the status quo.

You're wasting so much time sitting in indecision.


You’re sick and tired of kissing ass.

You’re fed up with other people taking credit for your work.


Meanwhile, your life is...fine.


Your life is passing you by while you wait for the right time.

You’ve been telling yourself it’s okay.

You’ve been validating your own bullsh*t for way too long.


Here's the truth-


It’s doesn’t have to be this way.

It’s not as hard as you think.

You can do hard things.

Life is challenging either way - why not make it count?

You can be more authentic and alive than you ever imagined.


I can help you.


I know you. I lived in your shoes for way too long.


The stories I told myself over and over stopped me from living.

I convinced myself that my life was "fine".

I stayed in a job I hated for way too long.

I hid my true self from my colleagues and my parents.

I felt trapped and full of dread when I was caregiving.

I was playing small.

I put everyone's needs ahead of my own.

I said no to way too many things that I wanted to do.

After caring for my mom for a year, she died. 

It was only then that I realized I had no one left to impress.

I had no excuses.

It was now or never.

And then, I started saying YES.


I didn't need to wait that long. And neither do you.


I can help you be brave. 

If you are a new caregiver,

I can help you create a family emergency plan to

release the worries that keep you up at night.

I can help you have the brave conversations

that you will need to have.

I can help you make decisions that are paralyzing you.

I have done this work, I know how hard it is,

and I know how scared you are.

If you are a new coach immobilized by the sheer amount

of work ahead of you, decisions to make,

and money to spend,

I can help you get out of your own way.

I can show you how to stop stopping and start helping. 

If you are a person who has an identity

that you've hidden for months, years, or decades,

I can help you come out of the shadows

and start living in the light. 

If you want to have a courageous conversation 

with someone you love, I can help you. 

These are only a few examples of how

I can help you become brave.

Bravery in Action

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