💰Monetization with Meaning, with Alejandra Rojas
Eurowaves #14 Interview
Alejandra Rojas is an entrepreneur, Forbes contributor, writer, and founder of Brown Way To Money, a financial mentoring platform that helps women overcome financial trauma and improve their relationship with money. She is also the host of the Brown Way to Money Podcast. Alejandra provides a unique blend of financial expertise and trauma-informed coaching, empowering women of color to break free from limiting beliefs and create financial abundance. She delves into the emotional and psychological roots of money problems, helping women heal from past experiences and develop a healthier, empowered relationship with their finances.
You can connect with Alejandra on LinkedIn here.
Brown Way To Money is such a powerful space for women of color in business. Tell us about it and what are some things European creators or entrepreneurs could learn from this work?
I see Brown Way To Money as more than a platform but a movement rooted in the belief that financial independence starts by healing your relationship with money. It is a space where women of color do not have to shrink themselves to fit into outdated financial systems. We talk about financial trauma, money mindset, and building wealth in a way that is culturally grounded and emotionally intelligent.
Creators can learn from this by recognizing the power of identity in storytelling. When we stop separating personal identity from financial strategy, the message becomes more transformative and more inclusive. There is so much opportunity to deepen community impact through authenticity, not just expertise.
When you are telling stories across cultures and identities, what is the most important thing you keep in mind to make sure the message truly lands?
Curiosity and respect lead all the conversations. I always ask: Is this story being told with care? And can someone see themselves in it even if they do not share the exact experience? The key is not oversimplifying but inviting people into the nuance. Especially in business and money, that is where the real growth happens.
You have a strong background in finance, so what is your approach with podcast monetization, especially in the European landscape?
My podcast is the first face of my brand funnel, not just content but a key entry point into the ecosystem of Brown Way To Money. I monetize through programs, products, speaking engagements, and media features. The podcast builds trust, creates connection, and opens the door for aligned financial transformation, and that is my ultimate goal.
In Europe, I see a major shift coming, with more creators seeing it as a business, and the beauty of audio is its borderless nature: from Africa to the Americas, we are connected through voice.
Given your international perspective, what are your thoughts about the current podcasting landscape in Europe and opportunities for growth?
There is definitely momentum building. My audience is mainly US but I see podcasting in Europe growing fast, especially in places like the UK, which is setting a strong example of how quickly audiences can grow when content is relatable and well produced.
I believe what is needed now is a broader perspective of the stories we want to tell, respecting the roots of those stories. The more localized the storytelling, the more global the resonance.
What do you think are some ways European podcasting could do a better job of including more diverse stories and voices, especially around money and business?
The answer is simple: intentionally look for diverse voices. Not just as a checkbox but as a core value.
We do not need another campaign. We need commitment. Diverse creators exist. Women of color talking about money, business, and growth already exist. Inclusion starts with listening and not just curating.
What is one podcast you always recommend or love going back to?
I love a lot of podcasts but lately I have been hooked on IMO with Michelle Obama and Craig Robinson.