About Alejandra
Entrepreneur, TEDx Speaker & Trauma-Informed Finance Expert.
Alejandra Rojas is an entrepreneur, speaker, trauma-informed finance expert, and founder of Brown Way to Money™ — an educational platform that helps women of color build wealth, heal financial trauma, and create sustainable financial independence.
With over a decade of experience in corporate, nonprofit, and NGO finance leadership, she bridges institutional finance with entrepreneurship. She is the creator of the BROWN™ Framework — a methodology integrating visibility, emotional healing, and strategic wealth-building for founders scaling beyond $50,000 in annual revenue.
Her mission: to redefine financial education by integrating emotional intelligence, visibility, and strategic wealth-building so founders can build profitable businesses without shame or survival mode.
Credentials and context
Credentials and context
TEDx Speaker
On financial trauma, intergenerational patterns, and what it takes to build a different relationship with money.
Forbes Contributor
Writing on financial literacy, the racial wealth gap, and the intersection of identity and money.
Top 100 Money Experts
GoBankingRates named Alejandra one of the Top 100 Money Experts in America.
Trauma of Money™ Certified
Certified practitioner trained to understand the emotional roots of financial behavior — and a certified member of Rapid Resolution Therapy®.
International Development Finance
Finance & Administrative Manager at The Trust for the Americas / OAS, managing grant portfolios across Latin America and the Caribbean.
Children’s Book Author (in progress)
Currently writing her debut book — the book she wishes had existed when she was growing up.
WHY THIS SITE
Why a financial educator curates children’s books
The most important financial education your child gets is not from a book. It is from watching you. How you talk about money. Whether you talk about it at all.
But books are tools. Good ones. They work best when there is a real conversation happening alongside them — and when the parent choosing the book actually understands what each one teaches.
That is what I bring to this site. Not just a list. A filter. Every recommendation is backed by a real understanding of child development, financial psychology, and the specific ways intergenerational financial patterns get passed on — and broken.