Alejandra Rojas on Financial Trauma, Money Mindset & Empowering Women of Color
Entrepreneur and financial mentor Alejandra Rojas, founder of Brown Way To Money, shares how she helps women of color heal financial trauma and build wealth. She discusses money mindset shifts, overcoming scarcity, and reclaiming financial power. Read the full interview to learn how to break limiting beliefs and create lasting financial abundance.
What's a typical day in your life look like?:
These days, my mornings from 7 to 11 are dedicated to spending time with my daughter. After that, I dive into work—writing, creating content, meeting with clients, and attending meetings until 5 PM. I carve out some time for meditation before heading into another round of meetings from 6 to 7 PM. Then, I return home to enjoy my daughter’s bedtime routine and wind down for the night, usually going to bed around 10 PM.
What is the most rewarding part of your work?:
The most rewarding part is the opportunity to uncover, understand, and reframe the way I, my family, and my community have historically viewed money. Helping others rebuild their relationship with money as a powerful tool and not a source of fear or limitation is incredibly fulfilling!
How would you say your upbringing and cultural background contributed to your career aspirations?:
More than just shaping my career aspirations, my cultural background has influenced every aspect of my work. My personal experiences and the financial realities of my community are what led me to focus on financial trauma and our relationship with money. From the music we listen to, to the unspoken relationships we have, the beliefs we carry, everything is an insight that fuels my mission.
What would you say is a common question or concern you get from your clients/followers?:
Most clients are focused on how to make more money or escape scarcity. But I often challenge that perspective, making money is possible in countless ways. The real question should be: How can I train my mind to recognize all the opportunities available to me? Because once your brain shifts, the money follows.
If you were to meet 10 year old you, what would you say to them?:
I’d tell her to speak up—about what she thinks, what she feels, and what she’s afraid of. Everything will be okay. You don’t have to be the best or the perfect one for people to listen to you. Your voice matters just as you are.
What is something you’re willing to start all over again?:
A platform where I can share my perspective on business and money so others can learn from my experiences and avoid making the same mistakes.
When are you the happiest?:
Taking a deep breath at the top of a mountain after a long hike, feeling like I have nothing left to give yet knowing I made it.
Hustle culture and burnout is so prominent in our community. How do you prioritize self care?:
Since I was six years old I understood every part of my life is a privilege due to an immune system condition. Since then, I’ve made self-care a priority whenever possible. For me, that looks like meditation, quiet spaces, long walks, laughter, soaking up love with my daughter, and simply doing things that bring me joy.
Same goes for imposter syndrome. How do you combat those feelings (if any)?:
Imposter syndrome is a tricky mindset for me. On one hand, it feels unsettling to question whether I belong somewhere. But at the same time, that very feeling has become my cue—it tells me I’m exactly where I need to be when it aligns with my goals. Part of my job is to listen to my thoughts and emotions whenever I step into unknown territory, then explore how to keep moving forward.
What accomplishment are you most proud of, both in your personal and professional life?:
Professionally, seeing how far we’ve come in shifting mindsets (one at a time) has been incredible. When women truly believe that only good things happen when they have more money, everything changes. It’s about having more, managing it better, and building lasting wealth.
Personally, I’m most proud of how I’ve embraced and evolved through motherhood. Becoming more me in this phase of life has been the most transformative journey of all.
These questions are based on the Five Wounds of Calladita Culture®, Pam's body of work she's developed over time. Please pick at least one and answer. :
For the longest time, I struggled to fully step into my power and speak up even when I knew I was right or had the ability to follow through with my ideas. At the time, I didn’t understand why, but looking back, it was a trauma response. The fear of disappointing others, not being “experienced” enough, or clashing with deeply ingrained beliefs kept me silent. It felt like a knot in my throat, stopping me from owning my voice.
There were many moments like this, especially around money—like when I found myself deep in debt while working as a finance professional. The irony of managing finances for others while feeling lost in my own situation was overwhelming. That experience shaped my work today, and it’s why, in my signature method, BROWN Way to Money, the "O" stands for Owning Your Voice—because financial empowerment starts with speaking up.
Drink ☕
What is Alejandra’s go-to drink?
Chai Latte!
Listening To 🎧
What is Alejandra listening to at the moment?
Honestly, I am listening only to binaural waves most of the time.
Your Truth 🗣️
What is a Alejandra’s truth?
Rice and egg with ketchup is the best meal ever!
Your Plug 🔌
What is Alejandra plugging today?
Brown Way To Money Podcast just got a huge rebranding! listen to us!
More about Alejandra Rojas
Alejandra Rojas is an entrepreneur, writer, and founder of Brown Way To Money, a financial mentoring platform that helps women overcome financial trauma and improve their relationship with money. She also is the host of the Brown Way to Money Podcast. Alejandra provides a unique blend of financial expertise and trauma-informed coaching, empowering women of color to break free from limiting beliefs and create financial abundance. She delves into the emotional and psychological roots of money problems, helping women heal from past experiences and develop a healthier, empowered relationship with their finances.