Navigating the complex world of personal finance can be challenging, especially for marginalized communities. TikTok Influencer and Author of “Cultura & Cash,” Giovanna González, knows this all too well.
Through her experiences, she has become a guiding voice, helping others in the Latino and Latine community achieve financial security while prioritizing mental health. The best-selling author knows there’s more to personal finances than money.
She knows that people’s mental health and cultural nuances are also involved and can be a massive driving force in how they approach their finances.
The “Cultura & Cash” author used her own experiences as the foundation for how she would help others
The Chicago native’s career path wasn’t always in finance. Instead, she started within the insurance field before her fortuitous switchover.
“My first corporate job was in insurance as an auto claims adjuster. After three and a half years, I switched to investment consulting and investment management, where I specialized in investment performance measurement and reporting for large institutional clients,” she explains to Latinidad Collective.
Thanks to her diverse experiences, she was equipped with a comprehensive understanding of financial management and the challenges people face. Like many first-generation Latinas, she understood that, unlike The Notorious B.I.G.‘s song, less money meant more problems.
González opens up about her struggles with financial stress and anxiety in her 20s. She shares how financial instability affected her mental health, leading to sleepless nights and impacting her job performance.
“In my 20s, I experienced a lot of financial stress and anxiety because of financial instability. I’ve felt trapped in situations I couldn’t escape from because I didn’t have money to leave. Like bad live-in boyfriends, toxic workplaces, and nightmare roommates,” she revealed.
The Mexican-American Latina asserts, “It’s a big reason why I’m so passionate about sharing financial literacy with others because I don’t want them to struggle as much as I did.”
González knew that her vulnerability would mark her path to success, so she laid it all out
The speaker and podcaster’s journey into finance was driven by her desire to connect with her community, especially fellow Latinos. She recognized that sharing her financial struggles, mistakes, and successes allowed her to reach people who looked like her and faced similar challenges.
She adds, “I knew that by being vulnerable and sharing my financial struggles, mistakes, and wins, I could reach people, especially Latines, who looked like me.”
“When you see a curly-haired, olive-toned Latina talking about the importance of Roth IRAs, you tend to take it more seriously than if it were some white person you can’t relate to and can’t see yourself in,” the author cites.
I’m here to throw out bro-y, jargon-filled money advice that just doesn’t apply to a diverse audience and provide you with real-world, culturally relevant money education that sets you up for financial success.
Giovanna González
González knew that her experiences with money could make “a traditionally ‘boring’ topic like personal finance much more accessible and relevant.”
“I also openly share the money struggles I’ve had navigating money with my Latine family, which immediately makes my community feel seen because they share the same problems at home. It’s a big theme in my book, ‘Cultura & Cash,’” the Latina emphasized.
She turned to TikTok to reach a wider audience and was surprised at how it deepened her sense of community
Initially, she hadn’t considered social media a platform for sharing her knowledge. However, after witnessing a TikTok video highlighting privilege in education, she realized the power of digital platforms.
She described herself as “a boots-on-the-ground kind of girl,” utilizing the traditional approach of doing things in person.
“I volunteered at a nonprofit as a volunteer financial educator for almost two years and mentored first-gen students from my alma mater. I was inspired to start creating content on social media after I saw a TikTok video that bugged me,” González admitted.
The video featured a young woman who cited “how easy law school was” because of her access to resources.
This video struck a chord with González. It proved to be the catalyst for what would turn into a career teaching Latinos and Latines about money.
“I immediately thought of the First Gen community and how many of us lack the resources, connections, and support some of our more privileged peers get. After seeing that video, I started making first-gen content about money education and career advice,” she asserted.
González admits, “I’m so thankful I came across that video because the internet is a big place, and becoming a digital creator has allowed me to impact more people [than] I could have ever imagined.”
González has proven that her knowledge of personal finance and money is worth gold
By sharing her journey and offering practical advice, she continues to empower others while prioritizing their well-being.
Her website plainly states her mission: “I’m here to throw out bro-y, jargon-filled money advice that just doesn’t apply to a diverse audience and provide you with real-world, culturally relevant money education that sets you up for financial success.”
I knew that by being vulnerable and sharing my financial struggles, mistakes, and wins, I could reach people, especially Latines, who looked like me.
Giovanna González
Her book “Cultura & Cash” was even endorsed by Eva Longoria.
Longoria cites, “‘Cultura & Cash’ empowers you to improve your relationship with money in an authentic and relatable way. A much-needed resource for our comunidad. Bravo, Gigi!”
Through her work, González is providing financial education and fostering a supportive community. She has created a space where individuals can feel seen, heard, and empowered to take control of their financial futures.
