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2024 Fall Issue
The Money Mindset Show Afro-Latina Founder Transforming Money Narratives
I'm Alejandra Rojas, an Afro-Latina from Colombia who has become a finance professional obsessed with clearing financial trauma for those who are in the midst of creating a financially successful life for themselves.
My adventure started when I got a scholarship to study finance in Spain, and since then, I've lived in three different continents before turning 30. Now, I'm about to become a mom and I run The Money Mindset Hub and The Money Mindset Show, where we help women change how they think about money.
When I'm not working on my podcast or my business, you can find me meditating, dancing to loud salsa or cool 80's music, or catching a flight to explore someplace new. I'm also working on writing a book, which is a whole new exciting project for me.
My life has had its share of ups and downs. Despite knowing a lot about finance, I hit a rough patch with money that really shook me up. It even made an old health problem come back. But I love working with money too much to give up. So, I took this challenge head-on and decided to find a new way forward.
That's how I started The Money Mindset Hub. It began with helping friends avoid the money troubles I went through, and it grew into something bigger—a way to help women feel more confident about their finances.
My intention with my work, expressed through my words, books, courses, programs, talks, and more, is to help people comprehend money in a manner that enriches their lives and fosters a healthier relationship with life overall.
What inspired or motivated you to embark on your entrepreneurial journey, and how did your initial vision align with the reality of running a business, including the early challenges you faced?
My journey into entrepreneurship began with a blend of passion and necessity. From my early years in Colombia, I held a fascination for finance and business, which led me to study bookkeeping during my bachelor's and finance in college. However, it was a personal financial crisis that truly ignited my entrepreneurial spirit. Despite a successful career in finance, I found myself struggling financially, which served as a wake-up call not just for myself but for others facing similar challenges.
This realization fueled my determination to establish The Money Mindset Hub, with a mission to empower women to navigate finances confidently. While my initial vision aimed to create a supportive and approachable space for financial education, the reality of running a business presented its own hurdles. Converting passion into a viable business required mastering new skills such as marketing and sales, alongside the challenges of building trust and reaching the right audience.
Moreover, I confronted financial obstacles rooted in my own past traumas, which demanded resilience and perseverance to overcome. However, each challenge served as a valuable lesson, teaching me to adapt my vision, remain flexible, and prioritize passion throughout the journey of entrepreneurship.
How do you stay updated on industry trends, and how have these trends influenced your business decisions or strategies in the B2B space?
I prioritize attending conferences, networking events, and staying informed about developments in finance, mental health, fintech, and other areas directly impacting my customers and myself. Additionally, I approach learning with a serious commitment to continuous growth. Whether it's upgrading existing knowledge or immersing myself in environments that encourage staying current, I embrace the mindset of being an eternal student.
How do you approach learning from setbacks, and how has failure contributed to your growth as an entrepreneur in the B2B sphere?
My approach to learning from setbacks revolves around three key practices: reflection, feedback, and adaptation.
Failure has been a powerful teacher for me. Although, I prefer to call it part of the process instead of failure. It has taught me resilience, yes, but more than that, it has sharpened my strategic thinking.
I do not shy away from sharing these setbacks because every business and entrepreneur experiences them. And on that same path, I get to reflect, collect the feedback, and pivot.
As an entrepreneur, balancing work and personal life can be demanding. How do you maintain this balance, and what strategies or habits have helped you in this aspect?
Balancing work and personal life is indeed one of the most challenging aspects of entrepreneurship, especially becoming a mom. For me, setting clear boundaries has been key. I designate specific times for work and ensure that I disconnect completely during my personal time.
This helps me be fully present in whatever I'm doing, whether I'm working on my business or spending time with family and friends. And Self-care is non-negotiable for me. I prioritize practices that nourish my body, mind, and soul.
Can you share a specific obstacle or setback you encountered early on in your entrepreneurial journey, how you overcame it, and what unexpected hurdles you faced while establishing your presence as an entrepreneur, along with how you adapted your strategies?
One of the first significant hurdles I faced was conveying the value and concept of The Money Mindset Hub effectively. Finance, often perceived as daunting, posed a challenge, particularly as many seeking financial assistance prioritized sales-focused courses over personal growth and mindset-oriented approaches, especially among women. This became evident upon the underwhelming response to my initial online course launch, despite pouring my heart into it.
Realizing the need for a recalibration, I sought feedback from early sign-ups to understand their expectations. Their insights highlighted a clarity gap in my messaging regarding the transformative potential of a mindset shift on financial situations. Consequently, I revamped my approach, offering more workshops and webinars focused on tangible outcomes of a healthier money mindset. This adjustment gradually increased engagement and sign-ups, underscoring the importance of clear communication and understanding audience needs.
Additionally, an unexpected hurdle emerged in navigating the saturated online entrepreneurship landscape, which triggered my financial and business trauma. Standing out amidst the cacophony of voices proved daunting, prompting me to reassess my strategies. Recognizing the futility of competing on every platform, I focused on leveraging my strengths—podcasting and community engagement via social media. By doubling down on producing quality podcast content and fostering intimate connections with my audience, I carved out a distinct space in the market, fostering an engaged community conducive to meaningful conversions. This experience reinforced the value of authenticity and resilience in navigating the challenges of entrepreneurship.
What financial hurdles or funding challenges did you encounter while scaling your B2B business, and how did you address them?
Sustainable financial growth hinges on aligning business expansion with effective monetary management and maintaining a sharp owner mindset. This entails meticulous financial planning, implementing efficient systems, prioritizing expenditures, engaging in negotiations, and judiciously utilizing funds. Additionally, it involves addressing narratives or behaviors hindering progress.
Have you faced any gender-related challenges in the B2B industry, and how have you navigated or overcome them?
Being an Afro-Latina, talking about money has certainly presented its unique set of challenges. There were moments when my expertise was overlooked or undervalued. My strong Latina accent and typos minimize the impact of my work, and I had to work twice as hard to get my point across. To navigate these challenges, I leaned heavily on the quality of my work and the results I could deliver. I made sure that every project I undertook was executed with the highest level of excellence. Over time, my work spoke for itself, helping to break down stereotypes and change perceptions.
Building a strong network of supporters and mentors, both male and female, has also been crucial. These relationships have provided me with guidance, opened doors to new opportunities, and offered a platform to share my experiences and learn from others.
Looking ahead, what legacy do you hope to leave through your business and your journey as an entrepreneur in the B2B world?
Looking ahead, my goal is to create a lasting legacy that extends beyond business success. Through The Money Mindset Hub, I aim to empower underrepresented women to take control of their financial futures by breaking down barriers and fostering independence. I envision a supportive community where women uplift each other, leading to widespread success. Additionally, I hope to serve as a champion for financial literacy and inclusion, inspiring women to pursue their entrepreneurial dreams and achieve financial freedom.
How do you celebrate achievements, both personal and professional, within your business journey?
Celebrating achievements is pivotal for me. It's not only enjoyable but also serves as a motivational boost, keeping me engaged in the journey. Beyond marking the completion of goals, it reminds me of the strides made. I prefer to celebrate with my team, recognizing each member's contributions. This could entail anything from a team dinner to a small party or even public acknowledgment on our platforms. It's vital that the celebration is inclusive, reflecting the collective effort.
On a personal level, I carve out time to reflect on the journey and reward myself with something meaningful, whether it's a brief getaway, a special treat, or simply some downtime to relax and recharge. Additionally, I share these achievements with close friends and family, as their unwavering support has been instrumental in my success.
How do you spend most of your time?
I spend my time leading The Money Mindset Hub and hosting The Money Mindset Show, platforms dedicated to transforming female entrepreneurship's relationship with money.
When I'm not engaged in these activities, I'm either meditating, enjoying salsa, dancing, looking through the window or traveling to explore new places. Currently, I'm also focused on creating a vortex to write a book, a new adventure that combines my passion for finance and personal growth.
As you reflect on your journey, what are you most proud of and why?
Reflecting on my journey, I take immense pride in the realization of my dreams, particularly with the imminent arrival of a new addition to my family. Yet, what stands out as my greatest source of pride is the establishment of The Money Mindset Hub. This endeavor signifies a significant turning point in my personal narrative, where my own challenges with finances evolved into a dedicated mission to aid others.
For me, this venture transcends mere business; it embodies a collective stride towards empowering women financially. Stemming from my own experiences and victories in managing money, it symbolizes a movement aimed at fostering financial independence and confidence among women.
Tell us a little about your family and what you do for fun?
I'm the youngest of four, the daughter of two accountants, and part of a close-knit family with many cousins and siblings. My family is the cornerstone of my identity, instilling in me values like hard work, innovation, and resilience. It's been an incredible journey experiencing the world through their eyes and comparing it to my own as I travel. For fun, as I mentioned earlier, I enjoy dancing, chatting, exploring, and just living life to the fullest. These activities not only provide relaxation but also connect me to my roots and the diverse cultures I've encountered throughout my global adventures.
To connect with Alejandra, visit:
2024 Summer Issue
The Money Mindset Show Afro-Latina Founder Transforming Money Narratives
I'm Alejandra Rojas, an Afro-Latina from Colombia who has become a finance professional obsessed with clearing financial trauma for those who are in the midst of creating a financially successful life for themselves.
My adventure started when I got a scholarship to study finance in Spain, and since then, I've lived in three different continents before turning 30. Now, I'm about to become a mom and I run The Money Mindset Hub and The Money Mindset Show, where we help women change how they think about money.
When I'm not working on my podcast or my business, you can find me meditating, dancing to loud salsa or cool 80's music, or catching a flight to explore someplace new. I'm also working on writing a book, which is a whole new exciting project for me.
My life has had its share of ups and downs. Despite knowing a lot about finance, I hit a rough patch with money that really shook me up. It even made an old health problem come back. But I love working with money too much to give up. So, I took this challenge head-on and decided to find a new way forward.
That's how I started The Money Mindset Hub. It began with helping friends avoid the money troubles I went through, and it grew into something bigger—a way to help women feel more confident about their finances.
My intention with my work, expressed through my words, books, courses, programs, talks, and more, is to help people comprehend money in a manner that enriches their lives and fosters a healthier relationship with life overall.
What inspired or motivated you to embark on your entrepreneurial journey, and how did your initial vision align with the reality of running a business, including the early challenges you faced?
My journey into entrepreneurship began with a blend of passion and necessity. From my early years in Colombia, I held a fascination for finance and business, which led me to study bookkeeping during my bachelor's and finance in college. However, it was a personal financial crisis that truly ignited my entrepreneurial spirit. Despite a successful career in finance, I found myself struggling financially, which served as a wake-up call not just for myself but for others facing similar challenges.
This realization fueled my determination to establish The Money Mindset Hub, with a mission to empower women to navigate finances confidently. While my initial vision aimed to create a supportive and approachable space for financial education, the reality of running a business presented its own hurdles. Converting passion into a viable business required mastering new skills such as marketing and sales, alongside the challenges of building trust and reaching the right audience.
Moreover, I confronted financial obstacles rooted in my own past traumas, which demanded resilience and perseverance to overcome. However, each challenge served as a valuable lesson, teaching me to adapt my vision, remain flexible, and prioritize passion throughout the journey of entrepreneurship.
How do you stay updated on industry trends, and how have these trends influenced your business decisions or strategies in the B2B space?
I prioritize attending conferences, networking events, and staying informed about developments in finance, mental health, fintech, and other areas directly impacting my customers and myself. Additionally, I approach learning with a serious commitment to continuous growth. Whether it's upgrading existing knowledge or immersing myself in environments that encourage staying current, I embrace the mindset of being an eternal student.
How do you approach learning from setbacks, and how has failure contributed to your growth as an entrepreneur in the B2B sphere?
My approach to learning from setbacks revolves around three key practices: reflection, feedback, and adaptation.
Failure has been a powerful teacher for me. Although, I prefer to call it part of the process instead of failure. It has taught me resilience, yes, but more than that, it has sharpened my strategic thinking.
I do not shy away from sharing these setbacks because every business and entrepreneur experiences them. And on that same path, I get to reflect, collect the feedback, and pivot.
As an entrepreneur, balancing work and personal life can be demanding. How do you maintain this balance, and what strategies or habits have helped you in this aspect?
Balancing work and personal life is indeed one of the most challenging aspects of entrepreneurship, especially becoming a mom. For me, setting clear boundaries has been key. I designate specific times for work and ensure that I disconnect completely during my personal time.
This helps me be fully present in whatever I'm doing, whether I'm working on my business or spending time with family and friends. And Self-care is non-negotiable for me. I prioritize practices that nourish my body, mind, and soul.
Can you share a specific obstacle or setback you encountered early on in your entrepreneurial journey, how you overcame it, and what unexpected hurdles you faced while establishing your presence as an entrepreneur, along with how you adapted your strategies?
One of the first significant hurdles I faced was conveying the value and concept of The Money Mindset Hub effectively. Finance, often perceived as daunting, posed a challenge, particularly as many seeking financial assistance prioritized sales-focused courses over personal growth and mindset-oriented approaches, especially among women. This became evident upon the underwhelming response to my initial online course launch, despite pouring my heart into it.
Realizing the need for a recalibration, I sought feedback from early sign-ups to understand their expectations. Their insights highlighted a clarity gap in my messaging regarding the transformative potential of a mindset shift on financial situations. Consequently, I revamped my approach, offering more workshops and webinars focused on tangible outcomes of a healthier money mindset. This adjustment gradually increased engagement and sign-ups, underscoring the importance of clear communication and understanding audience needs.
Additionally, an unexpected hurdle emerged in navigating the saturated online entrepreneurship landscape, which triggered my financial and business trauma. Standing out amidst the cacophony of voices proved daunting, prompting me to reassess my strategies. Recognizing the futility of competing on every platform, I focused on leveraging my strengths—podcasting and community engagement via social media. By doubling down on producing quality podcast content and fostering intimate connections with my audience, I carved out a distinct space in the market, fostering an engaged community conducive to meaningful conversions. This experience reinforced the value of authenticity and resilience in navigating the challenges of entrepreneurship.
What financial hurdles or funding challenges did you encounter while scaling your B2B business, and how did you address them?
Sustainable financial growth hinges on aligning business expansion with effective monetary management and maintaining a sharp owner mindset. This entails meticulous financial planning, implementing efficient systems, prioritizing expenditures, engaging in negotiations, and judiciously utilizing funds. Additionally, it involves addressing narratives or behaviors hindering progress.
Have you faced any gender-related challenges in the B2B industry, and how have you navigated or overcome them?
Being an Afro-Latina, talking about money has certainly presented its unique set of challenges. There were moments when my expertise was overlooked or undervalued. My strong Latina accent and typos minimize the impact of my work, and I had to work twice as hard to get my point across. To navigate these challenges, I leaned heavily on the quality of my work and the results I could deliver. I made sure that every project I undertook was executed with the highest level of excellence. Over time, my work spoke for itself, helping to break down stereotypes and change perceptions.
Building a strong network of supporters and mentors, both male and female, has also been crucial. These relationships have provided me with guidance, opened doors to new opportunities, and offered a platform to share my experiences and learn from others.
Looking ahead, what legacy do you hope to leave through your business and your journey as an entrepreneur in the B2B world?
Looking ahead, my goal is to create a lasting legacy that extends beyond business success. Through The Money Mindset Hub, I aim to empower underrepresented women to take control of their financial futures by breaking down barriers and fostering independence. I envision a supportive community where women uplift each other, leading to widespread success. Additionally, I hope to serve as a champion for financial literacy and inclusion, inspiring women to pursue their entrepreneurial dreams and achieve financial freedom.
How do you celebrate achievements, both personal and professional, within your business journey?
Celebrating achievements is pivotal for me. It's not only enjoyable but also serves as a motivational boost, keeping me engaged in the journey. Beyond marking the completion of goals, it reminds me of the strides made. I prefer to celebrate with my team, recognizing each member's contributions. This could entail anything from a team dinner to a small party or even public acknowledgment on our platforms. It's vital that the celebration is inclusive, reflecting the collective effort.
On a personal level, I carve out time to reflect on the journey and reward myself with something meaningful, whether it's a brief getaway, a special treat, or simply some downtime to relax and recharge. Additionally, I share these achievements with close friends and family, as their unwavering support has been instrumental in my success.
How do you spend most of your time?
I spend my time leading The Money Mindset Hub and hosting The Money Mindset Show, platforms dedicated to transforming female entrepreneurship's relationship with money.
When I'm not engaged in these activities, I'm either meditating, enjoying salsa, dancing, looking through the window or traveling to explore new places. Currently, I'm also focused on creating a vortex to write a book, a new adventure that combines my passion for finance and personal growth.
As you reflect on your journey, what are you most proud of and why?
Reflecting on my journey, I take immense pride in the realization of my dreams, particularly with the imminent arrival of a new addition to my family. Yet, what stands out as my greatest source of pride is the establishment of The Money Mindset Hub. This endeavor signifies a significant turning point in my personal narrative, where my own challenges with finances evolved into a dedicated mission to aid others.
For me, this venture transcends mere business; it embodies a collective stride towards empowering women financially. Stemming from my own experiences and victories in managing money, it symbolizes a movement aimed at fostering financial independence and confidence among women.
Tell us a little about your family and what you do for fun?
I'm the youngest of four, the daughter of two accountants, and part of a close-knit family with many cousins and siblings. My family is the cornerstone of my identity, instilling in me values like hard work, innovation, and resilience. It's been an incredible journey experiencing the world through their eyes and comparing it to my own as I travel. For fun, as I mentioned earlier, I enjoy dancing, chatting, exploring, and just living life to the fullest. These activities not only provide relaxation but also connect me to my roots and the diverse cultures I've encountered throughout my global adventures.
To connect with Alejandra, visit:
2024 Spring Issue
The Money Mindset Show Afro-Latina Founder Transforming Money Narratives
I'm Alejandra Rojas, an Afro-Latina from Colombia who has become a finance professional obsessed with clearing financial trauma for those who are in the midst of creating a financially successful life for themselves.
My adventure started when I got a scholarship to study finance in Spain, and since then, I've lived in three different continents before turning 30. Now, I'm about to become a mom and I run The Money Mindset Hub and The Money Mindset Show, where we help women change how they think about money.
When I'm not working on my podcast or my business, you can find me meditating, dancing to loud salsa or cool 80's music, or catching a flight to explore someplace new. I'm also working on writing a book, which is a whole new exciting project for me.
My life has had its share of ups and downs. Despite knowing a lot about finance, I hit a rough patch with money that really shook me up. It even made an old health problem come back. But I love working with money too much to give up. So, I took this challenge head-on and decided to find a new way forward.
That's how I started The Money Mindset Hub. It began with helping friends avoid the money troubles I went through, and it grew into something bigger—a way to help women feel more confident about their finances.
My intention with my work, expressed through my words, books, courses, programs, talks, and more, is to help people comprehend money in a manner that enriches their lives and fosters a healthier relationship with life overall.
What inspired or motivated you to embark on your entrepreneurial journey, and how did your initial vision align with the reality of running a business, including the early challenges you faced?
My journey into entrepreneurship began with a blend of passion and necessity. From my early years in Colombia, I held a fascination for finance and business, which led me to study bookkeeping during my bachelor's and finance in college. However, it was a personal financial crisis that truly ignited my entrepreneurial spirit. Despite a successful career in finance, I found myself struggling financially, which served as a wake-up call not just for myself but for others facing similar challenges.
This realization fueled my determination to establish The Money Mindset Hub, with a mission to empower women to navigate finances confidently. While my initial vision aimed to create a supportive and approachable space for financial education, the reality of running a business presented its own hurdles. Converting passion into a viable business required mastering new skills such as marketing and sales, alongside the challenges of building trust and reaching the right audience.
Moreover, I confronted financial obstacles rooted in my own past traumas, which demanded resilience and perseverance to overcome. However, each challenge served as a valuable lesson, teaching me to adapt my vision, remain flexible, and prioritize passion throughout the journey of entrepreneurship.
How do you stay updated on industry trends, and how have these trends influenced your business decisions or strategies in the B2B space?
I prioritize attending conferences, networking events, and staying informed about developments in finance, mental health, fintech, and other areas directly impacting my customers and myself. Additionally, I approach learning with a serious commitment to continuous growth. Whether it's upgrading existing knowledge or immersing myself in environments that encourage staying current, I embrace the mindset of being an eternal student.
How do you approach learning from setbacks, and how has failure contributed to your growth as an entrepreneur in the B2B sphere?
My approach to learning from setbacks revolves around three key practices: reflection, feedback, and adaptation.
Failure has been a powerful teacher for me. Although, I prefer to call it part of the process instead of failure. It has taught me resilience, yes, but more than that, it has sharpened my strategic thinking.
I do not shy away from sharing these setbacks because every business and entrepreneur experiences them. And on that same path, I get to reflect, collect the feedback, and pivot.
As an entrepreneur, balancing work and personal life can be demanding. How do you maintain this balance, and what strategies or habits have helped you in this aspect?
Balancing work and personal life is indeed one of the most challenging aspects of entrepreneurship, especially becoming a mom. For me, setting clear boundaries has been key. I designate specific times for work and ensure that I disconnect completely during my personal time.
This helps me be fully present in whatever I'm doing, whether I'm working on my business or spending time with family and friends. And Self-care is non-negotiable for me. I prioritize practices that nourish my body, mind, and soul.
Can you share a specific obstacle or setback you encountered early on in your entrepreneurial journey, how you overcame it, and what unexpected hurdles you faced while establishing your presence as an entrepreneur, along with how you adapted your strategies?
One of the first significant hurdles I faced was conveying the value and concept of The Money Mindset Hub effectively. Finance, often perceived as daunting, posed a challenge, particularly as many seeking financial assistance prioritized sales-focused courses over personal growth and mindset-oriented approaches, especially among women. This became evident upon the underwhelming response to my initial online course launch, despite pouring my heart into it.
Realizing the need for a recalibration, I sought feedback from early sign-ups to understand their expectations. Their insights highlighted a clarity gap in my messaging regarding the transformative potential of a mindset shift on financial situations. Consequently, I revamped my approach, offering more workshops and webinars focused on tangible outcomes of a healthier money mindset. This adjustment gradually increased engagement and sign-ups, underscoring the importance of clear communication and understanding audience needs.
Additionally, an unexpected hurdle emerged in navigating the saturated online entrepreneurship landscape, which triggered my financial and business trauma. Standing out amidst the cacophony of voices proved daunting, prompting me to reassess my strategies. Recognizing the futility of competing on every platform, I focused on leveraging my strengths—podcasting and community engagement via social media. By doubling down on producing quality podcast content and fostering intimate connections with my audience, I carved out a distinct space in the market, fostering an engaged community conducive to meaningful conversions. This experience reinforced the value of authenticity and resilience in navigating the challenges of entrepreneurship.
What financial hurdles or funding challenges did you encounter while scaling your B2B business, and how did you address them?
Sustainable financial growth hinges on aligning business expansion with effective monetary management and maintaining a sharp owner mindset. This entails meticulous financial planning, implementing efficient systems, prioritizing expenditures, engaging in negotiations, and judiciously utilizing funds. Additionally, it involves addressing narratives or behaviors hindering progress.
Have you faced any gender-related challenges in the B2B industry, and how have you navigated or overcome them?
Being an Afro-Latina, talking about money has certainly presented its unique set of challenges. There were moments when my expertise was overlooked or undervalued. My strong Latina accent and typos minimize the impact of my work, and I had to work twice as hard to get my point across. To navigate these challenges, I leaned heavily on the quality of my work and the results I could deliver. I made sure that every project I undertook was executed with the highest level of excellence. Over time, my work spoke for itself, helping to break down stereotypes and change perceptions.
Building a strong network of supporters and mentors, both male and female, has also been crucial. These relationships have provided me with guidance, opened doors to new opportunities, and offered a platform to share my experiences and learn from others.
Looking ahead, what legacy do you hope to leave through your business and your journey as an entrepreneur in the B2B world?
Looking ahead, my goal is to create a lasting legacy that extends beyond business success. Through The Money Mindset Hub, I aim to empower underrepresented women to take control of their financial futures by breaking down barriers and fostering independence. I envision a supportive community where women uplift each other, leading to widespread success. Additionally, I hope to serve as a champion for financial literacy and inclusion, inspiring women to pursue their entrepreneurial dreams and achieve financial freedom.
How do you celebrate achievements, both personal and professional, within your business journey?
Celebrating achievements is pivotal for me. It's not only enjoyable but also serves as a motivational boost, keeping me engaged in the journey. Beyond marking the completion of goals, it reminds me of the strides made. I prefer to celebrate with my team, recognizing each member's contributions. This could entail anything from a team dinner to a small party or even public acknowledgment on our platforms. It's vital that the celebration is inclusive, reflecting the collective effort.
On a personal level, I carve out time to reflect on the journey and reward myself with something meaningful, whether it's a brief getaway, a special treat, or simply some downtime to relax and recharge. Additionally, I share these achievements with close friends and family, as their unwavering support has been instrumental in my success.
How do you spend most of your time?
I spend my time leading The Money Mindset Hub and hosting The Money Mindset Show, platforms dedicated to transforming female entrepreneurship's relationship with money.
When I'm not engaged in these activities, I'm either meditating, enjoying salsa, dancing, looking through the window or traveling to explore new places. Currently, I'm also focused on creating a vortex to write a book, a new adventure that combines my passion for finance and personal growth.
As you reflect on your journey, what are you most proud of and why?
Reflecting on my journey, I take immense pride in the realization of my dreams, particularly with the imminent arrival of a new addition to my family. Yet, what stands out as my greatest source of pride is the establishment of The Money Mindset Hub. This endeavor signifies a significant turning point in my personal narrative, where my own challenges with finances evolved into a dedicated mission to aid others.
For me, this venture transcends mere business; it embodies a collective stride towards empowering women financially. Stemming from my own experiences and victories in managing money, it symbolizes a movement aimed at fostering financial independence and confidence among women.
Tell us a little about your family and what you do for fun?
I'm the youngest of four, the daughter of two accountants, and part of a close-knit family with many cousins and siblings. My family is the cornerstone of my identity, instilling in me values like hard work, innovation, and resilience. It's been an incredible journey experiencing the world through their eyes and comparing it to my own as I travel. For fun, as I mentioned earlier, I enjoy dancing, chatting, exploring, and just living life to the fullest. These activities not only provide relaxation but also connect me to my roots and the diverse cultures I've encountered throughout my global adventures.
To connect with Alejandra, visit:
2023 Winter Issue
The Money Mindset Show Afro-Latina Founder Transforming Money Narratives
I'm Alejandra Rojas, an Afro-Latina from Colombia who has become a finance professional obsessed with clearing financial trauma for those who are in the midst of creating a financially successful life for themselves.
My adventure started when I got a scholarship to study finance in Spain, and since then, I've lived in three different continents before turning 30. Now, I'm about to become a mom and I run The Money Mindset Hub and The Money Mindset Show, where we help women change how they think about money.
When I'm not working on my podcast or my business, you can find me meditating, dancing to loud salsa or cool 80's music, or catching a flight to explore someplace new. I'm also working on writing a book, which is a whole new exciting project for me.
My life has had its share of ups and downs. Despite knowing a lot about finance, I hit a rough patch with money that really shook me up. It even made an old health problem come back. But I love working with money too much to give up. So, I took this challenge head-on and decided to find a new way forward.
That's how I started The Money Mindset Hub. It began with helping friends avoid the money troubles I went through, and it grew into something bigger—a way to help women feel more confident about their finances.
My intention with my work, expressed through my words, books, courses, programs, talks, and more, is to help people comprehend money in a manner that enriches their lives and fosters a healthier relationship with life overall.
What inspired or motivated you to embark on your entrepreneurial journey, and how did your initial vision align with the reality of running a business, including the early challenges you faced?
My journey into entrepreneurship began with a blend of passion and necessity. From my early years in Colombia, I held a fascination for finance and business, which led me to study bookkeeping during my bachelor's and finance in college. However, it was a personal financial crisis that truly ignited my entrepreneurial spirit. Despite a successful career in finance, I found myself struggling financially, which served as a wake-up call not just for myself but for others facing similar challenges.
This realization fueled my determination to establish The Money Mindset Hub, with a mission to empower women to navigate finances confidently. While my initial vision aimed to create a supportive and approachable space for financial education, the reality of running a business presented its own hurdles. Converting passion into a viable business required mastering new skills such as marketing and sales, alongside the challenges of building trust and reaching the right audience.
Moreover, I confronted financial obstacles rooted in my own past traumas, which demanded resilience and perseverance to overcome. However, each challenge served as a valuable lesson, teaching me to adapt my vision, remain flexible, and prioritize passion throughout the journey of entrepreneurship.
How do you stay updated on industry trends, and how have these trends influenced your business decisions or strategies in the B2B space?
I prioritize attending conferences, networking events, and staying informed about developments in finance, mental health, fintech, and other areas directly impacting my customers and myself. Additionally, I approach learning with a serious commitment to continuous growth. Whether it's upgrading existing knowledge or immersing myself in environments that encourage staying current, I embrace the mindset of being an eternal student.
How do you approach learning from setbacks, and how has failure contributed to your growth as an entrepreneur in the B2B sphere?
My approach to learning from setbacks revolves around three key practices: reflection, feedback, and adaptation.
Failure has been a powerful teacher for me. Although, I prefer to call it part of the process instead of failure. It has taught me resilience, yes, but more than that, it has sharpened my strategic thinking.
I do not shy away from sharing these setbacks because every business and entrepreneur experiences them. And on that same path, I get to reflect, collect the feedback, and pivot.
As an entrepreneur, balancing work and personal life can be demanding. How do you maintain this balance, and what strategies or habits have helped you in this aspect?
Balancing work and personal life is indeed one of the most challenging aspects of entrepreneurship, especially becoming a mom. For me, setting clear boundaries has been key. I designate specific times for work and ensure that I disconnect completely during my personal time.
This helps me be fully present in whatever I'm doing, whether I'm working on my business or spending time with family and friends. And Self-care is non-negotiable for me. I prioritize practices that nourish my body, mind, and soul.
Can you share a specific obstacle or setback you encountered early on in your entrepreneurial journey, how you overcame it, and what unexpected hurdles you faced while establishing your presence as an entrepreneur, along with how you adapted your strategies?
One of the first significant hurdles I faced was conveying the value and concept of The Money Mindset Hub effectively. Finance, often perceived as daunting, posed a challenge, particularly as many seeking financial assistance prioritized sales-focused courses over personal growth and mindset-oriented approaches, especially among women. This became evident upon the underwhelming response to my initial online course launch, despite pouring my heart into it.
Realizing the need for a recalibration, I sought feedback from early sign-ups to understand their expectations. Their insights highlighted a clarity gap in my messaging regarding the transformative potential of a mindset shift on financial situations. Consequently, I revamped my approach, offering more workshops and webinars focused on tangible outcomes of a healthier money mindset. This adjustment gradually increased engagement and sign-ups, underscoring the importance of clear communication and understanding audience needs.
Additionally, an unexpected hurdle emerged in navigating the saturated online entrepreneurship landscape, which triggered my financial and business trauma. Standing out amidst the cacophony of voices proved daunting, prompting me to reassess my strategies. Recognizing the futility of competing on every platform, I focused on leveraging my strengths—podcasting and community engagement via social media. By doubling down on producing quality podcast content and fostering intimate connections with my audience, I carved out a distinct space in the market, fostering an engaged community conducive to meaningful conversions. This experience reinforced the value of authenticity and resilience in navigating the challenges of entrepreneurship.
What financial hurdles or funding challenges did you encounter while scaling your B2B business, and how did you address them?
Sustainable financial growth hinges on aligning business expansion with effective monetary management and maintaining a sharp owner mindset. This entails meticulous financial planning, implementing efficient systems, prioritizing expenditures, engaging in negotiations, and judiciously utilizing funds. Additionally, it involves addressing narratives or behaviors hindering progress.
Have you faced any gender-related challenges in the B2B industry, and how have you navigated or overcome them?
Being an Afro-Latina, talking about money has certainly presented its unique set of challenges. There were moments when my expertise was overlooked or undervalued. My strong Latina accent and typos minimize the impact of my work, and I had to work twice as hard to get my point across. To navigate these challenges, I leaned heavily on the quality of my work and the results I could deliver. I made sure that every project I undertook was executed with the highest level of excellence. Over time, my work spoke for itself, helping to break down stereotypes and change perceptions.
Building a strong network of supporters and mentors, both male and female, has also been crucial. These relationships have provided me with guidance, opened doors to new opportunities, and offered a platform to share my experiences and learn from others.
Looking ahead, what legacy do you hope to leave through your business and your journey as an entrepreneur in the B2B world?
Looking ahead, my goal is to create a lasting legacy that extends beyond business success. Through The Money Mindset Hub, I aim to empower underrepresented women to take control of their financial futures by breaking down barriers and fostering independence. I envision a supportive community where women uplift each other, leading to widespread success. Additionally, I hope to serve as a champion for financial literacy and inclusion, inspiring women to pursue their entrepreneurial dreams and achieve financial freedom.
How do you celebrate achievements, both personal and professional, within your business journey?
Celebrating achievements is pivotal for me. It's not only enjoyable but also serves as a motivational boost, keeping me engaged in the journey. Beyond marking the completion of goals, it reminds me of the strides made. I prefer to celebrate with my team, recognizing each member's contributions. This could entail anything from a team dinner to a small party or even public acknowledgment on our platforms. It's vital that the celebration is inclusive, reflecting the collective effort.
On a personal level, I carve out time to reflect on the journey and reward myself with something meaningful, whether it's a brief getaway, a special treat, or simply some downtime to relax and recharge. Additionally, I share these achievements with close friends and family, as their unwavering support has been instrumental in my success.
How do you spend most of your time?
I spend my time leading The Money Mindset Hub and hosting The Money Mindset Show, platforms dedicated to transforming female entrepreneurship's relationship with money.
When I'm not engaged in these activities, I'm either meditating, enjoying salsa, dancing, looking through the window or traveling to explore new places. Currently, I'm also focused on creating a vortex to write a book, a new adventure that combines my passion for finance and personal growth.
As you reflect on your journey, what are you most proud of and why?
Reflecting on my journey, I take immense pride in the realization of my dreams, particularly with the imminent arrival of a new addition to my family. Yet, what stands out as my greatest source of pride is the establishment of The Money Mindset Hub. This endeavor signifies a significant turning point in my personal narrative, where my own challenges with finances evolved into a dedicated mission to aid others.
For me, this venture transcends mere business; it embodies a collective stride towards empowering women financially. Stemming from my own experiences and victories in managing money, it symbolizes a movement aimed at fostering financial independence and confidence among women.
Tell us a little about your family and what you do for fun?
I'm the youngest of four, the daughter of two accountants, and part of a close-knit family with many cousins and siblings. My family is the cornerstone of my identity, instilling in me values like hard work, innovation, and resilience. It's been an incredible journey experiencing the world through their eyes and comparing it to my own as I travel. For fun, as I mentioned earlier, I enjoy dancing, chatting, exploring, and just living life to the fullest. These activities not only provide relaxation but also connect me to my roots and the diverse cultures I've encountered throughout my global adventures.
To connect with Alejandra, visit:
2023 Fall Issue
The Money Mindset Show Afro-Latina Founder Transforming Money Narratives
I'm Alejandra Rojas, an Afro-Latina from Colombia who has become a finance professional obsessed with clearing financial trauma for those who are in the midst of creating a financially successful life for themselves.
My adventure started when I got a scholarship to study finance in Spain, and since then, I've lived in three different continents before turning 30. Now, I'm about to become a mom and I run The Money Mindset Hub and The Money Mindset Show, where we help women change how they think about money.
When I'm not working on my podcast or my business, you can find me meditating, dancing to loud salsa or cool 80's music, or catching a flight to explore someplace new. I'm also working on writing a book, which is a whole new exciting project for me.
My life has had its share of ups and downs. Despite knowing a lot about finance, I hit a rough patch with money that really shook me up. It even made an old health problem come back. But I love working with money too much to give up. So, I took this challenge head-on and decided to find a new way forward.
That's how I started The Money Mindset Hub. It began with helping friends avoid the money troubles I went through, and it grew into something bigger—a way to help women feel more confident about their finances.
My intention with my work, expressed through my words, books, courses, programs, talks, and more, is to help people comprehend money in a manner that enriches their lives and fosters a healthier relationship with life overall.
What inspired or motivated you to embark on your entrepreneurial journey, and how did your initial vision align with the reality of running a business, including the early challenges you faced?
My journey into entrepreneurship began with a blend of passion and necessity. From my early years in Colombia, I held a fascination for finance and business, which led me to study bookkeeping during my bachelor's and finance in college. However, it was a personal financial crisis that truly ignited my entrepreneurial spirit. Despite a successful career in finance, I found myself struggling financially, which served as a wake-up call not just for myself but for others facing similar challenges.
This realization fueled my determination to establish The Money Mindset Hub, with a mission to empower women to navigate finances confidently. While my initial vision aimed to create a supportive and approachable space for financial education, the reality of running a business presented its own hurdles. Converting passion into a viable business required mastering new skills such as marketing and sales, alongside the challenges of building trust and reaching the right audience.
Moreover, I confronted financial obstacles rooted in my own past traumas, which demanded resilience and perseverance to overcome. However, each challenge served as a valuable lesson, teaching me to adapt my vision, remain flexible, and prioritize passion throughout the journey of entrepreneurship.
How do you stay updated on industry trends, and how have these trends influenced your business decisions or strategies in the B2B space?
I prioritize attending conferences, networking events, and staying informed about developments in finance, mental health, fintech, and other areas directly impacting my customers and myself. Additionally, I approach learning with a serious commitment to continuous growth. Whether it's upgrading existing knowledge or immersing myself in environments that encourage staying current, I embrace the mindset of being an eternal student.
How do you approach learning from setbacks, and how has failure contributed to your growth as an entrepreneur in the B2B sphere?
My approach to learning from setbacks revolves around three key practices: reflection, feedback, and adaptation.
Failure has been a powerful teacher for me. Although, I prefer to call it part of the process instead of failure. It has taught me resilience, yes, but more than that, it has sharpened my strategic thinking.
I do not shy away from sharing these setbacks because every business and entrepreneur experiences them. And on that same path, I get to reflect, collect the feedback, and pivot.
As an entrepreneur, balancing work and personal life can be demanding. How do you maintain this balance, and what strategies or habits have helped you in this aspect?
Balancing work and personal life is indeed one of the most challenging aspects of entrepreneurship, especially becoming a mom. For me, setting clear boundaries has been key. I designate specific times for work and ensure that I disconnect completely during my personal time.
This helps me be fully present in whatever I'm doing, whether I'm working on my business or spending time with family and friends. And Self-care is non-negotiable for me. I prioritize practices that nourish my body, mind, and soul.
Can you share a specific obstacle or setback you encountered early on in your entrepreneurial journey, how you overcame it, and what unexpected hurdles you faced while establishing your presence as an entrepreneur, along with how you adapted your strategies?
One of the first significant hurdles I faced was conveying the value and concept of The Money Mindset Hub effectively. Finance, often perceived as daunting, posed a challenge, particularly as many seeking financial assistance prioritized sales-focused courses over personal growth and mindset-oriented approaches, especially among women. This became evident upon the underwhelming response to my initial online course launch, despite pouring my heart into it.
Realizing the need for a recalibration, I sought feedback from early sign-ups to understand their expectations. Their insights highlighted a clarity gap in my messaging regarding the transformative potential of a mindset shift on financial situations. Consequently, I revamped my approach, offering more workshops and webinars focused on tangible outcomes of a healthier money mindset. This adjustment gradually increased engagement and sign-ups, underscoring the importance of clear communication and understanding audience needs.
Additionally, an unexpected hurdle emerged in navigating the saturated online entrepreneurship landscape, which triggered my financial and business trauma. Standing out amidst the cacophony of voices proved daunting, prompting me to reassess my strategies. Recognizing the futility of competing on every platform, I focused on leveraging my strengths—podcasting and community engagement via social media. By doubling down on producing quality podcast content and fostering intimate connections with my audience, I carved out a distinct space in the market, fostering an engaged community conducive to meaningful conversions. This experience reinforced the value of authenticity and resilience in navigating the challenges of entrepreneurship.
What financial hurdles or funding challenges did you encounter while scaling your B2B business, and how did you address them?
Sustainable financial growth hinges on aligning business expansion with effective monetary management and maintaining a sharp owner mindset. This entails meticulous financial planning, implementing efficient systems, prioritizing expenditures, engaging in negotiations, and judiciously utilizing funds. Additionally, it involves addressing narratives or behaviors hindering progress.
Have you faced any gender-related challenges in the B2B industry, and how have you navigated or overcome them?
Being an Afro-Latina, talking about money has certainly presented its unique set of challenges. There were moments when my expertise was overlooked or undervalued. My strong Latina accent and typos minimize the impact of my work, and I had to work twice as hard to get my point across. To navigate these challenges, I leaned heavily on the quality of my work and the results I could deliver. I made sure that every project I undertook was executed with the highest level of excellence. Over time, my work spoke for itself, helping to break down stereotypes and change perceptions.
Building a strong network of supporters and mentors, both male and female, has also been crucial. These relationships have provided me with guidance, opened doors to new opportunities, and offered a platform to share my experiences and learn from others.
Looking ahead, what legacy do you hope to leave through your business and your journey as an entrepreneur in the B2B world?
Looking ahead, my goal is to create a lasting legacy that extends beyond business success. Through The Money Mindset Hub, I aim to empower underrepresented women to take control of their financial futures by breaking down barriers and fostering independence. I envision a supportive community where women uplift each other, leading to widespread success. Additionally, I hope to serve as a champion for financial literacy and inclusion, inspiring women to pursue their entrepreneurial dreams and achieve financial freedom.
How do you celebrate achievements, both personal and professional, within your business journey?
Celebrating achievements is pivotal for me. It's not only enjoyable but also serves as a motivational boost, keeping me engaged in the journey. Beyond marking the completion of goals, it reminds me of the strides made. I prefer to celebrate with my team, recognizing each member's contributions. This could entail anything from a team dinner to a small party or even public acknowledgment on our platforms. It's vital that the celebration is inclusive, reflecting the collective effort.
On a personal level, I carve out time to reflect on the journey and reward myself with something meaningful, whether it's a brief getaway, a special treat, or simply some downtime to relax and recharge. Additionally, I share these achievements with close friends and family, as their unwavering support has been instrumental in my success.
How do you spend most of your time?
I spend my time leading The Money Mindset Hub and hosting The Money Mindset Show, platforms dedicated to transforming female entrepreneurship's relationship with money.
When I'm not engaged in these activities, I'm either meditating, enjoying salsa, dancing, looking through the window or traveling to explore new places. Currently, I'm also focused on creating a vortex to write a book, a new adventure that combines my passion for finance and personal growth.
As you reflect on your journey, what are you most proud of and why?
Reflecting on my journey, I take immense pride in the realization of my dreams, particularly with the imminent arrival of a new addition to my family. Yet, what stands out as my greatest source of pride is the establishment of The Money Mindset Hub. This endeavor signifies a significant turning point in my personal narrative, where my own challenges with finances evolved into a dedicated mission to aid others.
For me, this venture transcends mere business; it embodies a collective stride towards empowering women financially. Stemming from my own experiences and victories in managing money, it symbolizes a movement aimed at fostering financial independence and confidence among women.
Tell us a little about your family and what you do for fun?
I'm the youngest of four, the daughter of two accountants, and part of a close-knit family with many cousins and siblings. My family is the cornerstone of my identity, instilling in me values like hard work, innovation, and resilience. It's been an incredible journey experiencing the world through their eyes and comparing it to my own as I travel. For fun, as I mentioned earlier, I enjoy dancing, chatting, exploring, and just living life to the fullest. These activities not only provide relaxation but also connect me to my roots and the diverse cultures I've encountered throughout my global adventures.
To connect with Alejandra, visit:
2023 Summer Issue
The Money Mindset Show Afro-Latina Founder Transforming Money Narratives
I'm Alejandra Rojas, an Afro-Latina from Colombia who has become a finance professional obsessed with clearing financial trauma for those who are in the midst of creating a financially successful life for themselves.
My adventure started when I got a scholarship to study finance in Spain, and since then, I've lived in three different continents before turning 30. Now, I'm about to become a mom and I run The Money Mindset Hub and The Money Mindset Show, where we help women change how they think about money.
When I'm not working on my podcast or my business, you can find me meditating, dancing to loud salsa or cool 80's music, or catching a flight to explore someplace new. I'm also working on writing a book, which is a whole new exciting project for me.
My life has had its share of ups and downs. Despite knowing a lot about finance, I hit a rough patch with money that really shook me up. It even made an old health problem come back. But I love working with money too much to give up. So, I took this challenge head-on and decided to find a new way forward.
That's how I started The Money Mindset Hub. It began with helping friends avoid the money troubles I went through, and it grew into something bigger—a way to help women feel more confident about their finances.
My intention with my work, expressed through my words, books, courses, programs, talks, and more, is to help people comprehend money in a manner that enriches their lives and fosters a healthier relationship with life overall.
What inspired or motivated you to embark on your entrepreneurial journey, and how did your initial vision align with the reality of running a business, including the early challenges you faced?
My journey into entrepreneurship began with a blend of passion and necessity. From my early years in Colombia, I held a fascination for finance and business, which led me to study bookkeeping during my bachelor's and finance in college. However, it was a personal financial crisis that truly ignited my entrepreneurial spirit. Despite a successful career in finance, I found myself struggling financially, which served as a wake-up call not just for myself but for others facing similar challenges.
This realization fueled my determination to establish The Money Mindset Hub, with a mission to empower women to navigate finances confidently. While my initial vision aimed to create a supportive and approachable space for financial education, the reality of running a business presented its own hurdles. Converting passion into a viable business required mastering new skills such as marketing and sales, alongside the challenges of building trust and reaching the right audience.
Moreover, I confronted financial obstacles rooted in my own past traumas, which demanded resilience and perseverance to overcome. However, each challenge served as a valuable lesson, teaching me to adapt my vision, remain flexible, and prioritize passion throughout the journey of entrepreneurship.
How do you stay updated on industry trends, and how have these trends influenced your business decisions or strategies in the B2B space?
I prioritize attending conferences, networking events, and staying informed about developments in finance, mental health, fintech, and other areas directly impacting my customers and myself. Additionally, I approach learning with a serious commitment to continuous growth. Whether it's upgrading existing knowledge or immersing myself in environments that encourage staying current, I embrace the mindset of being an eternal student.
How do you approach learning from setbacks, and how has failure contributed to your growth as an entrepreneur in the B2B sphere?
My approach to learning from setbacks revolves around three key practices: reflection, feedback, and adaptation.
Failure has been a powerful teacher for me. Although, I prefer to call it part of the process instead of failure. It has taught me resilience, yes, but more than that, it has sharpened my strategic thinking.
I do not shy away from sharing these setbacks because every business and entrepreneur experiences them. And on that same path, I get to reflect, collect the feedback, and pivot.
As an entrepreneur, balancing work and personal life can be demanding. How do you maintain this balance, and what strategies or habits have helped you in this aspect?
Balancing work and personal life is indeed one of the most challenging aspects of entrepreneurship, especially becoming a mom. For me, setting clear boundaries has been key. I designate specific times for work and ensure that I disconnect completely during my personal time.
This helps me be fully present in whatever I'm doing, whether I'm working on my business or spending time with family and friends. And Self-care is non-negotiable for me. I prioritize practices that nourish my body, mind, and soul.
Can you share a specific obstacle or setback you encountered early on in your entrepreneurial journey, how you overcame it, and what unexpected hurdles you faced while establishing your presence as an entrepreneur, along with how you adapted your strategies?
One of the first significant hurdles I faced was conveying the value and concept of The Money Mindset Hub effectively. Finance, often perceived as daunting, posed a challenge, particularly as many seeking financial assistance prioritized sales-focused courses over personal growth and mindset-oriented approaches, especially among women. This became evident upon the underwhelming response to my initial online course launch, despite pouring my heart into it.
Realizing the need for a recalibration, I sought feedback from early sign-ups to understand their expectations. Their insights highlighted a clarity gap in my messaging regarding the transformative potential of a mindset shift on financial situations. Consequently, I revamped my approach, offering more workshops and webinars focused on tangible outcomes of a healthier money mindset. This adjustment gradually increased engagement and sign-ups, underscoring the importance of clear communication and understanding audience needs.
Additionally, an unexpected hurdle emerged in navigating the saturated online entrepreneurship landscape, which triggered my financial and business trauma. Standing out amidst the cacophony of voices proved daunting, prompting me to reassess my strategies. Recognizing the futility of competing on every platform, I focused on leveraging my strengths—podcasting and community engagement via social media. By doubling down on producing quality podcast content and fostering intimate connections with my audience, I carved out a distinct space in the market, fostering an engaged community conducive to meaningful conversions. This experience reinforced the value of authenticity and resilience in navigating the challenges of entrepreneurship.
What financial hurdles or funding challenges did you encounter while scaling your B2B business, and how did you address them?
Sustainable financial growth hinges on aligning business expansion with effective monetary management and maintaining a sharp owner mindset. This entails meticulous financial planning, implementing efficient systems, prioritizing expenditures, engaging in negotiations, and judiciously utilizing funds. Additionally, it involves addressing narratives or behaviors hindering progress.
Have you faced any gender-related challenges in the B2B industry, and how have you navigated or overcome them?
Being an Afro-Latina, talking about money has certainly presented its unique set of challenges. There were moments when my expertise was overlooked or undervalued. My strong Latina accent and typos minimize the impact of my work, and I had to work twice as hard to get my point across. To navigate these challenges, I leaned heavily on the quality of my work and the results I could deliver. I made sure that every project I undertook was executed with the highest level of excellence. Over time, my work spoke for itself, helping to break down stereotypes and change perceptions.
Building a strong network of supporters and mentors, both male and female, has also been crucial. These relationships have provided me with guidance, opened doors to new opportunities, and offered a platform to share my experiences and learn from others.
Looking ahead, what legacy do you hope to leave through your business and your journey as an entrepreneur in the B2B world?
Looking ahead, my goal is to create a lasting legacy that extends beyond business success. Through The Money Mindset Hub, I aim to empower underrepresented women to take control of their financial futures by breaking down barriers and fostering independence. I envision a supportive community where women uplift each other, leading to widespread success. Additionally, I hope to serve as a champion for financial literacy and inclusion, inspiring women to pursue their entrepreneurial dreams and achieve financial freedom.
How do you celebrate achievements, both personal and professional, within your business journey?
Celebrating achievements is pivotal for me. It's not only enjoyable but also serves as a motivational boost, keeping me engaged in the journey. Beyond marking the completion of goals, it reminds me of the strides made. I prefer to celebrate with my team, recognizing each member's contributions. This could entail anything from a team dinner to a small party or even public acknowledgment on our platforms. It's vital that the celebration is inclusive, reflecting the collective effort.
On a personal level, I carve out time to reflect on the journey and reward myself with something meaningful, whether it's a brief getaway, a special treat, or simply some downtime to relax and recharge. Additionally, I share these achievements with close friends and family, as their unwavering support has been instrumental in my success.
How do you spend most of your time?
I spend my time leading The Money Mindset Hub and hosting The Money Mindset Show, platforms dedicated to transforming female entrepreneurship's relationship with money.
When I'm not engaged in these activities, I'm either meditating, enjoying salsa, dancing, looking through the window or traveling to explore new places. Currently, I'm also focused on creating a vortex to write a book, a new adventure that combines my passion for finance and personal growth.
As you reflect on your journey, what are you most proud of and why?
Reflecting on my journey, I take immense pride in the realization of my dreams, particularly with the imminent arrival of a new addition to my family. Yet, what stands out as my greatest source of pride is the establishment of The Money Mindset Hub. This endeavor signifies a significant turning point in my personal narrative, where my own challenges with finances evolved into a dedicated mission to aid others.
For me, this venture transcends mere business; it embodies a collective stride towards empowering women financially. Stemming from my own experiences and victories in managing money, it symbolizes a movement aimed at fostering financial independence and confidence among women.
Tell us a little about your family and what you do for fun?
I'm the youngest of four, the daughter of two accountants, and part of a close-knit family with many cousins and siblings. My family is the cornerstone of my identity, instilling in me values like hard work, innovation, and resilience. It's been an incredible journey experiencing the world through their eyes and comparing it to my own as I travel. For fun, as I mentioned earlier, I enjoy dancing, chatting, exploring, and just living life to the fullest. These activities not only provide relaxation but also connect me to my roots and the diverse cultures I've encountered throughout my global adventures.
To connect with Alejandra, visit:
2023 Spring Issue
The Money Mindset Show Afro-Latina Founder Transforming Money Narratives
I'm Alejandra Rojas, an Afro-Latina from Colombia who has become a finance professional obsessed with clearing financial trauma for those who are in the midst of creating a financially successful life for themselves.
My adventure started when I got a scholarship to study finance in Spain, and since then, I've lived in three different continents before turning 30. Now, I'm about to become a mom and I run The Money Mindset Hub and The Money Mindset Show, where we help women change how they think about money.
When I'm not working on my podcast or my business, you can find me meditating, dancing to loud salsa or cool 80's music, or catching a flight to explore someplace new. I'm also working on writing a book, which is a whole new exciting project for me.
My life has had its share of ups and downs. Despite knowing a lot about finance, I hit a rough patch with money that really shook me up. It even made an old health problem come back. But I love working with money too much to give up. So, I took this challenge head-on and decided to find a new way forward.
That's how I started The Money Mindset Hub. It began with helping friends avoid the money troubles I went through, and it grew into something bigger—a way to help women feel more confident about their finances.
My intention with my work, expressed through my words, books, courses, programs, talks, and more, is to help people comprehend money in a manner that enriches their lives and fosters a healthier relationship with life overall.
What inspired or motivated you to embark on your entrepreneurial journey, and how did your initial vision align with the reality of running a business, including the early challenges you faced?
My journey into entrepreneurship began with a blend of passion and necessity. From my early years in Colombia, I held a fascination for finance and business, which led me to study bookkeeping during my bachelor's and finance in college. However, it was a personal financial crisis that truly ignited my entrepreneurial spirit. Despite a successful career in finance, I found myself struggling financially, which served as a wake-up call not just for myself but for others facing similar challenges.
This realization fueled my determination to establish The Money Mindset Hub, with a mission to empower women to navigate finances confidently. While my initial vision aimed to create a supportive and approachable space for financial education, the reality of running a business presented its own hurdles. Converting passion into a viable business required mastering new skills such as marketing and sales, alongside the challenges of building trust and reaching the right audience.
Moreover, I confronted financial obstacles rooted in my own past traumas, which demanded resilience and perseverance to overcome. However, each challenge served as a valuable lesson, teaching me to adapt my vision, remain flexible, and prioritize passion throughout the journey of entrepreneurship.
How do you stay updated on industry trends, and how have these trends influenced your business decisions or strategies in the B2B space?
I prioritize attending conferences, networking events, and staying informed about developments in finance, mental health, fintech, and other areas directly impacting my customers and myself. Additionally, I approach learning with a serious commitment to continuous growth. Whether it's upgrading existing knowledge or immersing myself in environments that encourage staying current, I embrace the mindset of being an eternal student.
How do you approach learning from setbacks, and how has failure contributed to your growth as an entrepreneur in the B2B sphere?
My approach to learning from setbacks revolves around three key practices: reflection, feedback, and adaptation.
Failure has been a powerful teacher for me. Although, I prefer to call it part of the process instead of failure. It has taught me resilience, yes, but more than that, it has sharpened my strategic thinking.
I do not shy away from sharing these setbacks because every business and entrepreneur experiences them. And on that same path, I get to reflect, collect the feedback, and pivot.
As an entrepreneur, balancing work and personal life can be demanding. How do you maintain this balance, and what strategies or habits have helped you in this aspect?
Balancing work and personal life is indeed one of the most challenging aspects of entrepreneurship, especially becoming a mom. For me, setting clear boundaries has been key. I designate specific times for work and ensure that I disconnect completely during my personal time.
This helps me be fully present in whatever I'm doing, whether I'm working on my business or spending time with family and friends. And Self-care is non-negotiable for me. I prioritize practices that nourish my body, mind, and soul.
Can you share a specific obstacle or setback you encountered early on in your entrepreneurial journey, how you overcame it, and what unexpected hurdles you faced while establishing your presence as an entrepreneur, along with how you adapted your strategies?
One of the first significant hurdles I faced was conveying the value and concept of The Money Mindset Hub effectively. Finance, often perceived as daunting, posed a challenge, particularly as many seeking financial assistance prioritized sales-focused courses over personal growth and mindset-oriented approaches, especially among women. This became evident upon the underwhelming response to my initial online course launch, despite pouring my heart into it.
Realizing the need for a recalibration, I sought feedback from early sign-ups to understand their expectations. Their insights highlighted a clarity gap in my messaging regarding the transformative potential of a mindset shift on financial situations. Consequently, I revamped my approach, offering more workshops and webinars focused on tangible outcomes of a healthier money mindset. This adjustment gradually increased engagement and sign-ups, underscoring the importance of clear communication and understanding audience needs.
Additionally, an unexpected hurdle emerged in navigating the saturated online entrepreneurship landscape, which triggered my financial and business trauma. Standing out amidst the cacophony of voices proved daunting, prompting me to reassess my strategies. Recognizing the futility of competing on every platform, I focused on leveraging my strengths—podcasting and community engagement via social media. By doubling down on producing quality podcast content and fostering intimate connections with my audience, I carved out a distinct space in the market, fostering an engaged community conducive to meaningful conversions. This experience reinforced the value of authenticity and resilience in navigating the challenges of entrepreneurship.
What financial hurdles or funding challenges did you encounter while scaling your B2B business, and how did you address them?
Sustainable financial growth hinges on aligning business expansion with effective monetary management and maintaining a sharp owner mindset. This entails meticulous financial planning, implementing efficient systems, prioritizing expenditures, engaging in negotiations, and judiciously utilizing funds. Additionally, it involves addressing narratives or behaviors hindering progress.
Have you faced any gender-related challenges in the B2B industry, and how have you navigated or overcome them?
Being an Afro-Latina, talking about money has certainly presented its unique set of challenges. There were moments when my expertise was overlooked or undervalued. My strong Latina accent and typos minimize the impact of my work, and I had to work twice as hard to get my point across. To navigate these challenges, I leaned heavily on the quality of my work and the results I could deliver. I made sure that every project I undertook was executed with the highest level of excellence. Over time, my work spoke for itself, helping to break down stereotypes and change perceptions.
Building a strong network of supporters and mentors, both male and female, has also been crucial. These relationships have provided me with guidance, opened doors to new opportunities, and offered a platform to share my experiences and learn from others.
Looking ahead, what legacy do you hope to leave through your business and your journey as an entrepreneur in the B2B world?
Looking ahead, my goal is to create a lasting legacy that extends beyond business success. Through The Money Mindset Hub, I aim to empower underrepresented women to take control of their financial futures by breaking down barriers and fostering independence. I envision a supportive community where women uplift each other, leading to widespread success. Additionally, I hope to serve as a champion for financial literacy and inclusion, inspiring women to pursue their entrepreneurial dreams and achieve financial freedom.
How do you celebrate achievements, both personal and professional, within your business journey?
Celebrating achievements is pivotal for me. It's not only enjoyable but also serves as a motivational boost, keeping me engaged in the journey. Beyond marking the completion of goals, it reminds me of the strides made. I prefer to celebrate with my team, recognizing each member's contributions. This could entail anything from a team dinner to a small party or even public acknowledgment on our platforms. It's vital that the celebration is inclusive, reflecting the collective effort.
On a personal level, I carve out time to reflect on the journey and reward myself with something meaningful, whether it's a brief getaway, a special treat, or simply some downtime to relax and recharge. Additionally, I share these achievements with close friends and family, as their unwavering support has been instrumental in my success.
How do you spend most of your time?
I spend my time leading The Money Mindset Hub and hosting The Money Mindset Show, platforms dedicated to transforming female entrepreneurship's relationship with money.
When I'm not engaged in these activities, I'm either meditating, enjoying salsa, dancing, looking through the window or traveling to explore new places. Currently, I'm also focused on creating a vortex to write a book, a new adventure that combines my passion for finance and personal growth.
As you reflect on your journey, what are you most proud of and why?
Reflecting on my journey, I take immense pride in the realization of my dreams, particularly with the imminent arrival of a new addition to my family. Yet, what stands out as my greatest source of pride is the establishment of The Money Mindset Hub. This endeavor signifies a significant turning point in my personal narrative, where my own challenges with finances evolved into a dedicated mission to aid others.
For me, this venture transcends mere business; it embodies a collective stride towards empowering women financially. Stemming from my own experiences and victories in managing money, it symbolizes a movement aimed at fostering financial independence and confidence among women.
Tell us a little about your family and what you do for fun?
I'm the youngest of four, the daughter of two accountants, and part of a close-knit family with many cousins and siblings. My family is the cornerstone of my identity, instilling in me values like hard work, innovation, and resilience. It's been an incredible journey experiencing the world through their eyes and comparing it to my own as I travel. For fun, as I mentioned earlier, I enjoy dancing, chatting, exploring, and just living life to the fullest. These activities not only provide relaxation but also connect me to my roots and the diverse cultures I've encountered throughout my global adventures.
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