Digame: Giovanna “Gigi” Gonzalez Talks First Gen Finances

Latina finance expert Giovanna "Gigi" Gonzalez talks working her way up in finance and her passion for working with first gens to improve financial literacy

Gigi Gonzalez First Gen finances

Courtesy of Giovanna Gonzalez

First Generation Latina Giovanna “Gigi” Gonzalez is one of the most prominent Latinas in finance using her platform to inform and educate her community. The Mexican-American financial professional turned influencer and financial educator teaches personal finance aimed at first generation Latinxs at various organizations and on her social media accounts for The First Gen Mentor. She graduated with a degree in economics from UC Santa Barbara and worked as a claims adjuster for an insurance company and an analyst before becoming a full-time digital content creator in the finance space. Her book, Cultura and Cash: Lessons from the First Gen Mentor for Managing Finances and Cultural Expectations, was critically acclaimed and on several must-read lists for financial books.

Which Latina(s) have had the greatest impact on your life and why?

My grandmother, Maria Luisa, because she raised me [until I was five] while my mom worked in the U.S. to send money back to us.

If you could meet a Latina icon who is no longer alive, who would it be and why?

Stay connected!

Subscribe now and get the latest on culture, empowerment, and more.

This site is protected by reCAPTCHA and Google Privacy Policy and the Terms of Service.

Thank You! You are already subscribed to our newsletter

As a Mexican-American, it’s Selena Quintanilla for me! I grew up with her music playing in the background in my childhood home. I remember I was around five when she passed, and how sad my family was from hearing the news, but I was too young to understand. 30 years later, I’m so proud she is still an icon in the Latino community. I find it very inspiring how she leaned into her Latinidad during her music career and embraced her bicultural upbringing.

What is the best piece of advice you’ve ever received?

“Closed mouths don’t get fed”— Every time I feel I am “too much” I remind myself of those words and speak up for what I want.

What was the scariest part of pursuing your career goals and how did you push through?

The scariest part of quitting my corporate job to be a creative entrepreneur was to do it with no knowledge on how to run a business. I’d never taken a business class or read an entrepreneurship book. I was able to push through by getting support from a business coach, life coach, and a network of like-minded women who believed in my mission.

How do you stay connected to your cultural roots?

By following Mexican digital media so I can keep a pulse on what’s going on back in Mexico, by staying in touch with family, and visiting Mexico to spend quality time with family whenever I can. I also go on regular cafecito dates with Mexican-American girlfriends who have similar backgrounds and struggles as I do.

What do you wish more people understood about what you do?

It’s easy for people to see my journey and accomplishments now and assume I’ve always had professional success. But the truth is, for the majority of my 10-year corporate career I was an underdog. I was overlooked, underpaid and undervalued. I share this to inspire other women who may be in a similar place now. It doesn’t have to be your forever and you have the ability to change your life!

What motivates you?

Knowing I am making someone’s financial journey much easier for them. I had a lot of financial challenges as a young adult. I didn’t have money, knowledge, a safety net or a mentor. I am proud that I get to fill that role for others, and be the person a younger version of me desperately needed.

How did you end up on the professional path you’re on now?

I developed a passion for personal finance while working full-time in investment management. In my free time, I started volunteering at a non-profit and teaching personal finance 101 pro-bono to share my knowledge with other women. I eventually started sharing these same tips on TikTok, and through the power of the internet I built a community. Through my digital community, I’ve been able to pivot to a career as a creative entrepreneur and earn a living as a financial educator, author, public speaker, and content creator.

What is your greatest professional achievement so far? Personal achievement?

My greatest professional achievement is publishing my book, Cultura & Cash, and seeing the real impact it’s had on Latina’s finances. My greatest personal achievement is traveling solo to Italy for a week!

Often we are the only Latinas in the room or one of a few, what has it been like being a Latina in your field?

In my current field, as a financial educator and creative entrepreneur, I feel right at home. There is usually a lot of diversity and multiculturalism around me, so I can simply be me. But that wasn’t always the case. In my corporate career in investment management, I was one of the few Latinas in the room. It felt very isolating, and I never had a mentor or sponsor who supported me, because they didn’t see themselves in me. I was often labeled as unapproachable, angry and loud.

What pop culture moment made you feel seen as a Latina?

I was so proud of Shakira and Jlo’s Superbowl performance in 2020. The music, the energy, the bright lights and Latin flare. I’ve rewatched that performance several times!

How do you practice and prioritize self care?

I take my naps very seriously! I take a daily nap on the weekend, and let myself enjoy my TV binging guilt-free. I also invest in a personal trainer to keep me accountable and help me weight train three times a week.

Quick Fire:

Shoutout a Latina’s IG account that could use more love and tell us why you’re a fan:

I think @latinx_estrangement work is very underrated! Violetta creates content for people who don’t feel safe or supported by family. As an estranged daughter myself, I have a very difficult relationship with my mother, and don’t often have a safe space to share this. Her content makes me feel seen and understood, and let’s me know I’m not the only one dealing with family estrangement, which is often a very taboo topic in our culture.

Shoutout your favorite Latina owned business and why:

I absolutely love Bonita Fierce candles (@bonitafierececandles). I admire the founder’s early vision to create candle scents for the Latino community. They are my go-to presents for birthdays or holidays!

In this Article

cultura & cash digame finance finance experts first gen First gen Latina Giovanna Gonzalez latina finance coach Latina writer
More on this topic