Affected by Finances Early in Life

Growing up, Alicia watched her mom struggle with money and declare bankruptcy due to medical debt.

By high school Alicia was financially independent. She worked her way through college by taking advantage of government loans and grants. During this time, Alicia took an elective personal finance class and mastered Excel to meticulously budget her student loans and wages so she wouldn’t run out of money before the end of the semester, eventually earning a degree in Marketing from the University of Wisconsin-La Crosse.

“At that point I didn’t know that financial planning was a profession. I thought financial services only entailed selling insurance or investments and I knew that was something that I didn’t want to do,” said Alicia.