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Finfluencer “Gigi the First Gen Mentor” Tackles Bicultural Financial Challenges

When Giovanna Gonzalez decided to take control of her personal finances in her 20s, she read over 50 personal finance books. But despite a background teaching financial literacy, 10 years working in financial services and a degree in economics, Gonzalez found most of the advice in these books unrelatable. The problem? They left out a huge part of her mindset: being a First-Gen Latina from a culture with a collectivist mindset about money.

After three years of sharing actionable tips with more than 200,000 followers on social media as @thefirstgenmentor, Gonzalez has released her first book, Cultura & Cash (publishing January 23, 2024), a modern guide to money unapologetically focused on the unique challenges faced by First-Gen Latinas.

“My journey mirrors that of many young Latinas striving for financial stability,” said Gonzalez. “Even with a degree and a stable job, I grappled with a lack of guidance on managing money, and competing demands between my own personal finance goals and my family’s needs and expectations. When I experienced situations where a lack of financial stability put me in a bad spot for my well-being, I realized something needed to change. That’s when I began developing a bicultural approach to personal finance, first on TikTok and now in Cultura & Cash.”

Through personal stories and well-researched financial information, Gonzalez aims to bridge the gap for those who find themselves navigating the complexities of finance without a blueprint. In a world dominated by personal finance literature often penned by white male authors, Cultura & Cash is a testament to the unique financial experiences of First Gen Latinas. The books topics include:

• Understanding the First Gen Starting Line: Gigi provides insights on catching up and taking charge of the financial journey, acknowledging the distinct challenges faced by the community.

• Shaping Your Money Experience: Exploring how cultura influences financial habits and breaking free from money mindsets that hinder financial growth.

• The First Gen Five Framework: Gigi introduces a practical approach to managing money, focusing on peace of mind funds, budgeting, debt repayment, credit building, and long-term investing.

• Navigating Family Dynamics: Addressing the responsibility of not just personal finances but also the financial well-being of family, setting boundaries, and preparing for parental retirement.

Cultura & Cash will be published on January 24, 2023 and is available on all major online retailers. Sign up to get notified of updates here: My Book — The First Gen Mentor