Overcoming Money-Limiting Beliefs for First-Gen Latinas & Embracing Financial Awareness

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Financial awareness and empowerment are crucial aspects of personal growth, particularly for first-generation Latinas who often face unique challenges in managing their finances. The intersection of cultural background, gender norms, and societal expectations can lead to the development of money-limiting beliefs that hold First Gen Latinas back from achieving their full potential. In this blog, I’ll explore how to create financial awareness as a first-generation Latina and address the money-limiting beliefs that can hinder progress.

Embrace Financial Education

As a first-generation Latina, you might not have had access to the same financial education as others. However, taking control of your financial journey starts with learning the basics of Creating a financial road map, aka budgeting, saving, investing, and debt management. A great way to start is simply by assessing your current financial situation and understanding that regardless of where you are in your journey, you have everything within your control. I have helped Mujeres that believe their debt is too big and they will never be able to invest and I always tell them, “Don’t get lost in the middle of the forest.” Meaning that when you are in the middle of a stressful financial situation is hard to think about the possibilities.

Challenge Gender Norms

Society often perpetuates traditional gender roles, including the idea that women are not as skilled in handling money matters as men. As a first-gen Latina, it’s essential to challenge these stereotypes. Recognize that financial success is not gender-dependent and that your capabilities are not limited by your gender. Surround yourself with supportive individuals who encourage your financial aspirations and celebrate your accomplishments.  Inside the Say Hola Wealth Academy, we celebrate and encourage money conversations so we can build wealth Juntas!

Address Cultural Stigmas

Cultural values play a significant role in shaping our beliefs about money. First-gen Latinas might encounter stigmas related to money and success, such as the fear that pursuing wealth might lead to a loss of humility or a sense of disconnection from one’s roots. It’s crucial to acknowledge these stigmas and understand that financial success can coexist with cultural pride and humility. Shift your mindset to view financial stability as a way to uplift yourself and your community. Remember, our community can’t be what they can’t see! 

Embrace  Money Limiting Beliefs

Money-limiting beliefs are often deeply ingrained and can significantly hinder financial progress. Common limiting beliefs include:

“Money is the root of all evil”: This belief can hinder wealth accumulation. Instead, reframe your perspective to see money as a tool for positive change and impact.

“I’m not good with numbers”: Overcoming this belief starts with practicing financial skills. Start with small steps, like tracking your expenses or creating a simple budget. With time, you’ll become more comfortable with financial tasks.

“I don’t deserve wealth”:  Everyone deserves financial stability and security. Replace this belief with a mindset of self-worth and empowerment. 

Cultivate Financial Confidence

Building financial confidence is a gradual process that involves setting achievable goals and celebrating milestones. Create short-term and long-term financial objectives, such as paying off debt, saving for emergencies, or investing for the future. As you achieve these goals, your confidence will grow, and you’ll be better equipped to face financial challenges.

Seek Mentorship and Support

Connecting with a Latina Wealth Coach who understands your background and can provide guidance based on their own experiences. Sometimes, we share our goals with family members that are more than comfortable sharing their own money fears with us and we assume those are true. Finding a community and having a mentor can offer valuable insights and encouragement so you can create wealth beyond your ancestor’s wildest dream. 


As a first-generation Latina, the journey to financial awareness and empowerment might be complex, but it’s undoubtedly achievable. By embracing financial education, challenging gender norms, addressing cultural stigmas, and confronting money-limiting beliefs, you can take control of your financial future. Remember that you have the power to rewrite your financial narrative and inspire change not only for yourself but for future generations of first-gen Latinas. Your financial success is a testament to your strength, resilience, and determination. If you are looking for support, here is how Say Hola Wealth can help:

Apply for private coaching or Join The Say Hola Wealth Academy a six-month group coaching program for First-Gen Latinas. 

Apply to work with me privately wealth coaching for six months

Meet Luzy

Luzy King is an award-winning Latina Wealth Coach. She became a first-gen investor after learning about investing and wealth building by accident through her MBA program in 2019. During the same year, Luzy was denied access to financial advice because she didn’t have $100K to start investing, and she made a commitment to learn things on her own and become the first one in her family to start investing. Now she is passionate about teaching women of color all of the strategies she wishes someone would have taught her in school. Luzy is a certified trauma-informed Financial & Business Coach, contributing author, and Community Leader. Luzy is on a mission to destigmatize the idea of wanting more money, more money more options. She is ready to teach women of color how to build a legacy through stock market investing and entrepreneurship. 

Follow her journey and tag along.


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