Growing up Latino and Latine means that money (like sex) was one of those topics that was never discussed. Because of this generational habit, many now encounter stress as it relates to all things dinero. 

But something holds true — you don’t know what you don’t know. That’s why the CEO and Founder of Say Hola Wealth, Luzy King, has made it her goal to help Latinas not only achieve financial freedom but also achieve dreams she didn’t know they had.

King, whose family is from Guanajuato, Mexico, tells Latinidad Collective that debt should be seen as “a tool for growth” versus something that carries “shame, guilt, and failure.”

For Our Herencia Month, King discusses why she launched Say Hola Wealth and how she’s helping others build up their legacies.

You launched Say Hola Wealth after being denied access to financial advice five years ago. What was that experience like, and how did it fuel your passion for creating financial empowerment for first-generation Latinas?

When I was denied access to financial advice, it felt like a door was closed in my face simply because I didn’t fit the typical profile; I was asked if I had $100K to start investing.  I am a first-generation Latina navigating significant student loan debt, yet the financial services I sought seemed reserved for wealthier individuals. That experience lit a fire in me.

I realized that many First-Gen Latinas like me were being excluded from crucial conversations about wealth-building and financial independence. I launched Say Hola Wealth because I knew we needed a space where our stories and challenges were understood [and] where culturally relevant financial education could help us overcome barriers and achieve the wealth we deserve. I also needed to talk about money while using my Spanglish!

That moment of rejection has since become my motivation to empower other Latinas to take control of their financial futures and help them understand the importance of investing with [as] little as $50 per month. 

Your philosophy around debt diverges from traditional financial advice, especially regarding how it is viewed for women versus men. Can you expand on how you help your clients navigate debt and reshape their financial mindset?

Debt, especially for women, is often associated with shame, guilt, and failure, whereas men are typically encouraged to view debt as a tool for growth. My philosophy challenges this gendered narrative. I teach my clients that debt has no moral value; it’s simply a tool. Whether it’s student loans or credit card debt, I help them reframe their mindset by first understanding the purpose behind their debt and then building a strategy to manage it. 

For women, especially Latinas, who’ve been taught to fear debt, I introduce methods to leverage it for wealth-building, like investing in themselves through education or business opportunities. By breaking down the emotional weight of debt, I guide them to a place of empowerment where they can use debt strategically instead of being burdened by it.

While Latinas are saving up, others are using somebody else’s money to build wealth and in my opinion, it is time for our community to learn how to play the money game. 

During Our Herencia Month, the focus is often on celebrating contributions and building legacies. How do you see Say Hola Wealth contributing to a larger legacy of financial literacy and empowerment in the Latina community?

At Say Hola Wealth, I’m building more than a business. I’m contributing to a movement of financial empowerment for Latinas that I hope will last generations. The economic contributions of Latinos in the United States are undeniable. In fact, the U.S. Latino GDP was estimated at $2.8 trillion in 2020, making it the fifth-largest GDP in the world if Latinos were their own country. 

Additionally, Latino purchasing power is projected to surpass $2 trillion in the coming years, showcasing the influence we have on the national economy. Latinas, in particular, are playing a crucial role in this economic growth. Between 2014 and 2019, the number of Latina-owned businesses grew by 40%, faster than any other demographic, according to a report from Stanford University’s Latino Entrepreneurship Initiative. 

As of 2021, there are over 2.3 million Latina-owned businesses in the U.S., generating an estimated $120 billion in annual revenue. Despite these impressive figures, Latina entrepreneurs still face significant challenges, including limited access to capital and networks, with only one percent of venture capital funding going to Latina founders.

Through Say Hola Wealth, I am working to bridge these gaps by providing financial education, mentorship, and resources that can help Latinas overcome the barriers to building and scaling their businesses. My mission is to help these women not only start businesses but to create sustainable wealth through long-term planning, investment, and financial literacy. 

By equipping Latinas with the knowledge and tools to navigate these challenges, I’m helping them build their own legacies of wealth and entrepreneurship that will resonate far beyond the Hispanic community.

My work contributes to a broader legacy of breaking financial cycles and empowering Latinas to reclaim their financial power. Financial literacy and entrepreneurship are essential tools in combating the wealth gap and fostering long-lasting economic growth in our community. 

When Latinas succeed, they bring their families, communities, and future generations along with them. This creates a ripple effect, where financial independence and business success become the norm, not the exception.

My work at Say Hola Wealth is about ensuring that financial literacy and wealth-building aren’t just topics we celebrate during Hispanic Heritage Month but are integrated into Latinas’ daily lives. We are building a future where Latinas are not only contributors to the U.S. economy but also leaders and innovators, leaving a lasting legacy of financial empowerment for generations to come.