Finance · AI · Entrepreneurship · Writing

Thinking seriously
about money,
markets & ideas

I am a money coach, founder, investor, author and AI observer based in Malta. For over two decades I have been navigating markets — through bull runs, crashes, and everything in between. This is where I share what I actually think.

Certified Money Coach
Founder, Monipal
Author — UNSPOKEN
MA History & Int'l Relations
Luca Caruana
Money Coach ·
Founder of Monipal ·
Investor since 2012 ·
Author — UNSPOKEN ·
AI Observer ·
Crypto Enthusiast ·
Trader ·
MA History & Int'l Relations ·
Based in Malta ·
Making money human ·
Money Coach ·
Founder of Monipal ·
Investor since 2012 ·
Author — UNSPOKEN ·
AI Observer ·
Crypto Enthusiast ·
Trader ·
MA History & Int'l Relations ·
Based in Malta ·
Making money human ·

More than a money coach

"History doesn't repeat itself — but it rhymes. And I've spent a lifetime learning to recognise the rhythm."

Luca Caruana speaking

Speaking at an international conference

I grew up fascinated by two things — history and money. Not the textbook kind of either. The real kind. The kind that shapes how people live, how nations rise and fall, and why the same financial mistakes get made again and again, generation after generation. I studied international relations and history formally, and I have never stopped being a historian at heart.

My investing journey started in 2012 with a Maltese government bond — nothing dramatic, a 4.85% yield that turned into a 50% capital gain three years later through patience and conviction. Since then I have traded equities, navigated crypto, built positions through the 2022 correction when everyone else was selling, and learned — sometimes the hard way — that emotion is the most expensive thing in any portfolio.

I founded Monipal to bring financial wellness to the workplace — because I believe that most people's relationship with money is shaped by fear, not knowledge. As a certified money coach, I have worked with individuals and organisations across Europe, running sessions in Estonia, Croatia, Greece and beyond, helping people move from financial anxiety to financial clarity.

This site is something different. It is where I write without the constraints of a coaching brief or a corporate audience. Long-form analysis, uncomfortable questions, historical parallels that make you look twice. Finance the way it should be discussed — seriously, accessibly, and honestly.

01
Finance & Markets

Long-form analysis on markets, investing and economics. Honest, data-driven, historically informed. The kind of writing you'll want to read twice.

Investing · Economics
02
AI & The Future

Artificial intelligence is reshaping everything — markets, work, society. I write about what's real, what's hype, and what it means for your money and your future.

AI · Technology · Markets
03
Money & Human Nature

The numbers are rarely the real problem. Fear, shame, silence and identity are. My coaching, my column and my book all start from the same place — making money feel human.

Psychology · Coaching · Writing

AI & Markets

The most important
story in finance
right now is AI

Artificial intelligence is not just a technology story. It is a financial story — and one that most people are not reading carefully enough. I have been watching the numbers closely, and what I see concerns me as much as it fascinates me.

The Magnificent 7 are investing in each other. The same capital is circling the same companies, inflating valuations on every pass. It looks like growth. But is it?

35%
of S&P 500 is just 7 companies
$800B
AI revenue shortfall by 2030
75%
of market returns from AI stocks since 2022
17×
larger than dot-com bubble by concentration

The AI Money Carousel: why the world's most valuable companies may be inflating each other

Nvidia invests in OpenAI. OpenAI buys cloud from Oracle. Oracle buys chips from Nvidia. Everyone's valuation climbs. But somewhere in that loop, a question quietly disappears — who is the real customer?

12 min
read
5
charts
8
data points
Read the full analysis →

Coming soon

UNSPOKEN

The Secret Financial Lives
of People Like You

Luca Caruana

My new book

UNSPOKEN

The Secret Financial Lives of People Like You

This book isn't about money. At least, not in the way people expect.

It's about the conversations that never happened. The arguments behind closed doors. The silent stress people carry while everyone else assumes they're "doing fine."

I have sat across from people earning €30k — and people earning €300k. And the truth is: the numbers change, but the emotions don't. Shame. Fear. Guilt. Avoidance. Control. Silence.

"People don't struggle with money because they don't know what to do. They struggle because of what money means to them."

UNSPOKEN is a collection of real stories — not success stories, but honest ones. The couple who stopped talking about money. The high earner who secretly feels broke. The parent giving their child everything while quietly burning out.

My goal is simple: to make money feel human again.

Notify me when it's out — coming soon

Recent pieces

All writing →

Finance · Markets · Analysis

The AI Money Carousel: why the world's most valuable companies may be inflating each other

Nvidia invests in OpenAI. OpenAI buys cloud from Oracle. Oracle buys chips from Nvidia. Everyone's stock price goes up. But somewhere in that loop, a question quietly disappears — who is the real customer?

March 2026 · 12 min read

Read the piece

Economics · History

The 1970s called. It wants its inflation back.

Oil shocks, geopolitical chaos, rising prices. History doesn't repeat — but right now it is rhyming very loudly.

Coming soon · 10 min read

Coming soon

Personal Finance

The most expensive thing in your portfolio isn't a bad stock

It's you. How emotion has cost investors more than any market crash in history.

Coming soon · 8 min read

Coming soon

Crypto · Markets

Why I never fully left crypto — and why you probably shouldn't either

The volatility is real. So is the opportunity. A long-term investor's honest view.

Coming soon · 7 min read

Coming soon