About me

Born and raised in Lebanon, I was always a person who asked existential questions. In a troubling and unstable environment, I struggled to make sense of the world and I constantly aimed to find meaning beyond my existence. My first business cards were designed at the innocent age of 10. While I was hiding in my brother’s room, scared from the chaos outside, I wrote my first job title “The Changer”. I knew that I had a deep desire to create a positive impact in our world.

How it all started

Fast forward, I spent a decade working in the Canadian Financial Sector, particularly as a Financial Planner managing a portfolio of $100M on Bay Street.

While I enjoyed helping clients with crucial financial decisions, I realized that the conversation was missing major elements.

Money is a deep cause of complex emotions and is connected with all the areas in our lives. As advisors, we were talking logical strategies with clients; when in many cases we needed to dive deeper and explore the emotions and beliefs around money.

After being called a therapist by many clients, I went back to school to become a Psychotherapist, pivoting into the world of Financial Therapy in March 2020. I became the first Financial Therapist in Toronto. I am a member of the Financial Therapy Association and the Canadian Association Of Psychodynamic Therapy.

Born knowing who I am.
Living trying to remember it

~ Aseel El-Baba ~

My top values



Showing up authentically while serving my purpose in alignment with my higher self



Connection and belonging are key aspects of my work. I value meaningful relationships and community building

Holistic Wealth

Holistic Wealth

Honoring abundance and experiencing life fully. Wealth encompasses my health and all other things I value



Committing to my personal and professional development to always enhance how I show up and serve the world



Connecting with my divine femineity to create magic and flow with my work and my clients

Most people want Financial Empowerment. However, they have no idea how and battle with the concept of wealth and what it means for them.

My purpose
  • I want to heal people’s relationship with money to help them live in alignment with their values.
  • I want to destigmatize the topic of money and create space for an open, honest and powerful dialogue so that breakthroughs can naturally happen.
  • I want to disrupt our dysfunctional beliefs and attitudes about money and wealth.
  • I want to inspire people to adopt the abundance mindset and cultivate a collaborative, connected and compassionate society.


Being a part of the Date Your Money program has allowed me to think beyond my own set limitations. I am now on my way to not just dreaming about the possibilities, but also materializing those dreams. Aseel has given me the tools and necessary steps towards understanding my present identity and creating a new one that is a much happier and joyful version of myself. For years I had been struggling with my past and underlying insecurities that I had unconsciously built and she has been such a blessing in allowing me to uncover my past and forge my truth for the present and future. I would recommend her to anyone that would benefit from her because she helps not only with your financial identity but also with your human identity and condition. She is truly an amazing human being and inspires those she touches with her gift.

Lissette Blandon
Individual Financial Therapy Client

Aseel’s support to breakthrough money stigma is very inspiring. These are difficult conversations to have and she has the grace and strength of heart to lead them. She’s helped me explore my own struggling money mindset and move towards a more resourced and abundant spirit, supporting me in my creative journey of entrepreneurship

Alida Finnie
Individual Financial Therapy Client

Working with Aseel on my relationship with money has changed my life. Her ability to guide me deeper into my own patterns, has helped to reveal the blocks that have prevented me from honouring my true value since childhood. Aseel has a natural way of making life’s most challenging circumstances transform into an opportunity for growth. I am so appreciative of her and this work.

Rhiannon Rosalind
Individual Financial Therapy Client

It is so refreshing and needed, someone who takes a different approach to financial literacy. Aseel will change the landscape for many Canadians who are often excluded (or more importantly feel like they are excluded) from enjoying financial prosperity. I wholly recommend any of her workshops or her as a financial therapist

Tanya Hales
Workshop Attendee

Aseel is extremely passionate about her work and is on a mission to spread her unique message. I had the pleasure of having her speak at one of my events, and people just loved her content and energy. I highly recommend her as a financial therapist/speaker.

Shahab Anari
Speaking Client

In November 2021, Aseel El Baba’s Money Monsters presentation was headlined as part of Mohawk College’s National Financial Literacy Month activities.  The event was thoughtful, informative and provided students with valuable insight into their money personalities.  The virtual event was a success and well-received by our students with many commenting on the fun and interactive format.

Deborah Clinton
Speaking Client