"When people can see their options clearly, they think better, choose better and live better".
Sinead’s career is in financial planning, but her real work has always been human. She has spent most of her professional life where strategy meets emotion – helping people make decisions when life feels uncertain: retirement, career change, redundancy, family transition, business exit or succession and long‑term planning. She believes true financial planning blends mind, money and meaning; numbers only matter when they are connected to real values and real lives.
Sinead brings a powerful blend of technical depth and practical leadership experience. Earlier in her career, she held technical consultancy roles within major financial institutions, supporting advisers with complex cases and contributing to the development of pension and investment solutions across the Irish market. She later became Head of Wealth and Financial Planning in a global advisory firm, where she designed and delivered a financial planning model, built and led a high‑performing advisory team, and helped scale a client‑centred proposition rooted in values rather than transactions. Her work has been recognised through honours such as Top Producer 2024 and leading the team awarded Pension Broker/Financial Advisor of the Year 2023, alongside a nomination for the Women Mean Business Awards.
“I have seen first-hand how mentorship, financial literacy and shared experience can change the trajectory of a career – and sometimes a life.”
In 2024, Sinead chose to realign her work with her values and the impact she wanted to have. That decision led to the creation of Lifecraft.ie – Ireland’s integrated Wealth & Wellness Hub – which she co‑founded with her eldest daughter. At Lifecraft, Sinead helps individuals and organisations replace uncertainty with structure through independent financial education, lifetime planning and practical wellbeing supports, using the Lifecraft Clarity Framework™ to combine financial expertise, behavioural insight and human understanding. Her core message is simple: when people can see their options clearly, they think better, choose better and live better.
This belief in clarity, confidence and agency is at the heart of Sinead’s voluntary work with PWN Dublin. In her roles as Impact & Partnership Manager, mentor and incoming VP Corporate Partners, she is committed to creating opportunities that strengthen women’s confidence, capability and community. She has seen first‑hand how mentorship, financial literacy and shared experience can change the trajectory of a career – and sometimes a life.
Today, Sinead’s work is intentionally integrated. She continues to provide private 1:1 financial planning, deliver corporate financial wellbeing programmes and speak widely on financial empowerment, pensions and practical decision‑making. She is also completing a Level 9 Postgraduate in Workplace Wellness at Trinity College Dublin to deepen the connection between financial health and human performance. Sinéad is also Director of Cullen Financial Planning Ltd.
“Numbers only matter when they are connected to real values and real lives.”