Cultura and Cash: Lessons from the First Gen Mentor for Managing Finances and Cultural Expectations

by Giovanna Gonzalez

Money Lessons from the First Gen Mentor

Cultura and Cash is a practical and jargon-free money guide to help you tackle your finances as a First Gen Latina. In this valuable book, The First Gen Mentor, Giovanna “Gigi” González, uncovers cultural and systemic barriers First Gen face in their financial journey and provides actionable solutions on how to overcome them. Through storytelling and real-life examples, she’ll go into depth and explain best practices for creating a solid financial foundation through emergency funds, credit building, budgeting, debt payoff, and investing.

This book will improve your money mindset and give you the information you need to create financial success on your terms with family in mind. You will learn how to balance family expectations while prioritizing your own financial wellness and that money does not control you and limit you. Instead, it’s a powerful self-care tool you use to your advantage to support you and those you care about. Read this book and you will be empowered to take action and start designing a life you love.

Genres: Finance, Nonfiction, Personal Finance, Self Help, Latinx

271 pages, Kindle Edition

Published January 23, 2024

Reviews

[Kiki · Rating 5 out of 5]

This book is a MUST have for any First Gen Latino living in the US. I felt so seen when Giovanna goes on to describe how us First Gens, from an early age are made to translate legal or medical documents for our parents, or how we are forced to navigate FAFSA, or Corporate America without any guidance. Self help books are great and all, they all have something to offer, but this is the first time I read a financial self help/literacy book is for us, First Gens. I wish I would've had this book in my 20s.

[Vanessa Duque · Rating 5 out of 5]

I was actually able to get early access through the author's (@gigithefirstgenmentor) Cultural & Cash Crew program and read the book before it was even released!

As a first gen Latina, I felt so seen reading this book. Gigi’s mission is to equip people of the global majority with the tools and confidence to manage our finances, overcome debt, build lasting wealth, and achieve financial freedom. This book is unlike any other financial book out there because these types of books are often written with other audiences in mind. Drawing on her Mexican heritage and collectivist upbringing, Gigi highlights the importance of balancing our community and our personal financial future. This entire book is rooted in Latino culture!

I highly recommend this book for anyone who might feel frustrated or frightened by their current or future financial situation.

(And if you've gotten this far in my review, I'm dropping a podcast episode on spotify and youtube on 1/23/24. Check it out! @ChickLitPodcast)

[Amanda Velez · Rating 5 out of 5]

Get this book! I often struggle reading finance books because sometimes they overwhelm me and make me feel ashamed of where I’m starting. But this author did a spectacular job delivering content so that it’s easily digestible, enjoyable, and shame-free!

Giovanna González discusses the importance of mindset, which helped me reframe my thinking. She made difficult topics extremely relatable by weaving in personal anecdotes from her own and her friends’ lives, as well as using current references that her target audience can connect with. I also just really appreciated that she addressed the cultural aspect of wanting to aid parents who aren’t set up well for retirement. I’ve never seen someone take the time to touch on it in a finance book, and it’s so important to me.

At first, I was a little worried that I was not the right audience for the book. It was a little off-putting to see the Average Amy label, but the more I read, I understood that the three profiles were just examples to provide context into different types of privilege people can fall into. The book was still for me because even though I’m second generation, my first-gen parents never learned how to free themselves from survival mode, so they couldn’t teach me. I wish this book was around for them when they needed it the most, but I’m so happy it’s here now.

No matter which generation you are, you will learn from this book, especially if you feel a little lost or stressed by your financial situation. The author definitely addresses challenges faced by first-gen Latinos (and some second-gen like me), but more importantly, she provides us with the first steps we need to take in order to get ahead. I feel motivated and prepared to take on my finances after reading!

[Maria · Rating 5 out of 5]

In her insightful book, 'Cultura and Cash: Lessons from the First Gen Mentor for Managing Finances and Cultural Expectations', Giovanna Gonzalez delves into the complex world of managing finances within immigrant families, blending practical financial advice with a deep understanding of cultural dynamics.

Gonzalez’s book stands out for its empathetic approach and tangible strategies, particularly for setting financial boundaries—a topic of personal significance to me as I navigate similar challenges within my Filipino family.

The scenarios Gonzalez presents are not only relatable but also transcend specific cultural backgrounds, making the book universally applicable to a wide range of immigrant experiences. A notable strength of the book is its provision of actual scripts for difficult conversations, a unique and immensely practical tool that sets it apart from other financial advice literature. These scripts and strategies are not just theoretical but offer immediate applicability, especially valuable for first-generation immigrants and others in similar situations.

Overall, 'Cultura and Cash' is an essential read for those in immigrant families grappling with the balance of finance and family in a cultural context. Gonzalez’s insights offer not just guidance, but a profound understanding of these unique challenges, making the book a valuable resource for a wide array of readers.

[Zoe M · Rating 5 out of 5]

This book was so amazing. I cannot even begin to list the times I have started a finance book or blog post just to be defeated by the writing style. This book was relatable and I feel like I can easily take what I learned and apply it to my life.

I am not a Latina or an immigrant. (Though I am proud to have a great grandfather from Mexico). But I am a first generation. First with a degree, first with a salaried job, first to own a home, etc. I know that my parents will rely on me one day and I want to take care of them. However, my extended family on both sides is dysfunctional and mostly estranged. They used finances as an abuse tactic. The main things I remember about money is how to spend it and that there was never enough of it. I feared credit cards and was advised against them. I’ve seen what it’s like to have no one there for you because you weren’t there for your family and because you didn’t prepare financially for the future. I have no plans to help the extended family but I will be there for my parents. Thank you for showing me how.

[Alejandra Avila · Rating 3 out of 5]

Probably most helpful for college-age folks. I didn’t find it particularly helpful to me - a 35-year-old professional who already has some financial knowledge. The investment chapter is particularly lacking and doesn’t really delve into specifics outside the basics/fundamentals of 401k accounts. Otherwise, it was an easy read.

[Maritza Guzman · Rating 5 out of 5]

I have followed Giovanna on IG/TT for a while after quickly getting drawn in by her unfiltered content. So when she announced her book, I knew it’d be an enjoyable read and it definitely didn’t disappoint. I finished the book in like 3 days! To echo many of the others here, this book makes you feel seen and inspires you to challenge the financial beliefs you’ve grown up with. My favorite chapter was the one about investing as I am currently on that journey. The book gave me ideas on how to invest in my future self while building wealth for future generations. As a proud Mexicana, I also really appreciated the sprinkled Spanish. Thanks Gigi for doing God’s work. Can’t wait for the book to inspire others!

[Shyne · Rating 4 out of 5]

Giving it 4 stars because it was great! 🌟

Helped me develop a way to think about navigating financial heath & literacy from the perspective of immigrant families & cultural expectations.

Gave clear, actionable step-by-step advice and proposed different strategies to things like debt, savings, budgeting, etc. paired with personal anecdotes highlighting how to handle boundaries and conversations with family in a way that’s loving, respectful, but still generous and other-oriented in a way that “Western” money advice neglects.

Loved it!

[Kassandra · Rating 5 out of 5]

LOVED THIS BOOK! Personally, I could relate to a lot of the authors personal stories as we have a similar background & I found it to be so helpful and comforting, would def recommend, my first finance read and as I knew some of the things she spoke about I also didn’t know about others. I found this super helpful and so glad I bought ❤️

[Tatiana Galvan · Rating 5 out of 5]

This book brought up so many emotions. There’s so much that could be said but simply put, I felt so seen and validated. As a first born, first gen Latina, money wasn’t something that my parents talked about and there was always so much fear surrounding our money struggles. Gigi does a beautiful job at acknowledging those struggles and simplifies so many topics that once seemed overwhelming and scary. There was one exercise in particular that just filled my heart with so much joy. As the hermana mayor, I want the best for my younger siblings, but there’s still so much resistance from them re: the money talk. As I was reading, I decided to ask my little sister, the same question that Gigi asks us,” If money weren’t an issue, what would your dream life look like? How would you spend your mornings?...evenings?.” This sparked an hour long conversation…about dinero. No resistance, just two hermanas sharing money goals. Y finalmente, INVESTMENTS. I’m one of those that fell for some life insurance investment policy…honestly, I still don’t know how that works, but I am grateful that this book addressed different investment options and Gigi beautifully simplifies such a complex topic.

[Araceli Mena · Rating 5 out of 5]

This book deserves five stars!!!!!!! Reading Giovanna's Cultura and Cash, was such an engaging and easy read. In the past, I have attempted to read financial literacy books but often find myself disengaged and overwhelmed by the jargon that is utilized throughout the text. Also, most of these books are difficult to relate to because they are not written by someone who looks like me or by someone who has had a similar upbringing as me.

However, reading Cultura and Cash made me feel seen and validated. Reading this book truly felt as if I was having cafecito and spilling chisme with my longtime amiga First Gen Gina. Throughout the book, Giovanna includes thoughtful questions which gives the reader a chance to reflect on their own financial situation, but more importantly, it encourages feasible action steps. For example, you don't have to be making a six-figure salary to kickstart your financial wellness journey. You can start with a small amount that works for your budget.

Also, I love how Giovanna provided three realistic scenarios of: Privileged Patty, Average Amy, and First Gen Gina. She did an excellent job at highlighting the stark differences between socio economic classes and the inequities within our society. Giovanna reminds her readers throughout the book that we are not all starting from the same starting line of the race. Reading this was validating and made me feel that I too can work towards having a life of financial freedom, but my journey will just look very different to that of Privileged Patty and Average Amy.

Lastly, I LOVE the fact that Giovanna unapologetically dedicates this book to first generation Latinas. I am a proud daughter of immigrants and first-generation college student, who is on the journey to break negative generational cycles, while at the same time working towards building generational wealth. I would recommend this book to anyone who relates to these identities and/or is on a similar journey. Be ready to be empowered :)

[Melissa Maldonado · Rating 5 out of 5]

Finance related books & advice usually make me feel overwhelmed/frustrated. When I read all the things you have to do to achieve financial freedom, I feel like I have to be making a ton of money to achieve this freedom, so it made me feel like there was no point to even trying because I don’t have that “ton of money.” This then lead me to feel  stuck, powerless, and angry with all the capitalistic shitty systems in this country. 

BUT, Gigi’s Book allowed me to reclaim that power, and I felt incredibly seen by her experiences. As an example, when she discussed the potential benefits of being debt free, she mentioned how your hard earned money won't go to creditors anymore, and how you can also have the freedom to potentially retire earlier/work less/have more time to focus on things you value/love. This was enough to motivate me, because I don’t know about you… but the thought of remaining stuck in the soul sucking American workforce until I die SUCKS!! It feels liberating to know that having money can get me out of this..and instead focus on things like travel, yoga, have more time to dedicate to my dream job, etc. 

On top of all of this, Gigi also has a ton of relatable and useful information for first gens: such as the quiero y puedo technique, using credit in your favor, different strategies to paying off debt, the importance of an emergency fund if you end up trapped into sticky situations, info on investing, and more! I am so grateful that I had the privilege to read her book via the Cultura and Cash Crew and so happy that people like Gigi exist; I learned so so much <3

[Lissette · Rating 5 out of 5]

This book is so special and needed for our generation. Learning about finance and money isn’t enough without the cultural lens and context that Gigi has so thoughtfully curated throughout this book, and how easily she simplifies the topics that historically feel so heavy.

The book kicks off with setting the tone and reminding us that we are not all at the same starting line. A valuable lesson I wish I learned earlier in life. So many finance books simply didn’t really resonate and many strategies “didn’t work” because I didn’t realize this context.

When she walks us through the tactical finance strategies she does it in such an easy to understand way, no buzz words and jargon that again keeps us from actually taking these lessons and implementing it in our day to day lives. In my opinion, this is well written for any level of financial expertise and it’s a book you can come back to when you need a refresh on your finances. And weaved in are the nuances of growing up first-generation, such as the reality that our finances often have variables other books aren’t writing about…like supporting our family financially alongside navigating our own woes!

But wow what I loved the most was feeling like I was talking to my big sister about topics that I’d usually avoid because they feel so overwhelming and heavy. Always with comunidad at the center.

It’s one of those reads I’ll cherish for a long time and certainly will keep coming back to as I move through my life. Can’t recommend it enough for yourself or as a gift to someone you love and want to support.

[Maria Barajas · Rating 5 out of 5]

I am a first-generation Latina who has been searching how to achieve my financial goals and thanks to Giovanna I am on the path to enter my “Rich Girl era” and become a money expert. Cultura and Cash is a must read for first generation Latines who are looking to dominate their finances once and for all! Giovanna is a financial educator and financial finfluencer who draws from her Mexican-American background and effortlessly makes the financial content relatable and easy to understand through her First Gen Five framework. The First Gen Five framework consists of five pillars: emergency funds, budgeting, death, credit, investing. The main reason why I love and recommend this book is because Gigi teaches us how our collectivist culture affects our money relationships and experiences. I truly respect how Gigi teaches the reader how to attain financial goals while honoring and respecting the collectivist culture. Therefore, I believe this book is not only for First Gen Latines; it is for any first-generation reader who has a collectivist culture upbringing. Gigi will have you laughing and crying and dreaming of the financial life you want centered around your cultura. Let me make one thing clear: Gigi does not hold back on what needs to go from our cultura so that we can attain those money gains. Once you read this book you will want to buy copies for all your first gen family and besties!

[Samantha Felipe · Rating 5 out of 5]

I've found myself feeling comforted & uplifted often throughout the book. She uses a lot of encouraging words, and every Chapter begins with a positive affirmation. Also, if you're familiar with the Author’s social media content and way of communicating … you can sense that in her book. I look forward to hearing the audio version someday. This book sets you up for success, and has a realistic and honest approach. Also, she includes the definition of many different terms, immediately after it is used. There’s a summary of the content you just read at the end of every Chapter. I look forward to implementing her teachings into my day to day life, and the results that it will eventually bring. I was grateful for this book, since the moment the author announced she was writing one. This is a book that will forever change & improve lives. The way this book has made me feel is challenging to put into words, but it's an overwhelmingly good feeling. Mostly relief that a book like this finally exists! A book that was specifically made for “First Gen Gina’s”, and that is made clear from the beginning. This book is a valuable asset for anyone, and everyone though… I was impressed with the QR Code in the beginning that directs you to her website, where you will have access to updated resources (her recommendations). I’ve NEVER seen that in other “money” books that I’ve read! This author clearly has YOUR best interest in mind, and that is an author worth investing in.

[Karla · Rating 5 out of 5]

This is a book I wish had been available when I started on my personal finance journey many years ago. Throughout my journey I’ve read dozens of books and listened to podcasts and I finally feel seen and understood. The First Gen journey is different and Giovanna does a great job capturing it and the nuances that never quite fit into any of the other roadmaps I’ve been told to follow.

Giovanna uses plain language, is relatable, and allows us to feel safe from judgment when our culture doesn’t align with what many other say one “should” do to succeed on the path towards financial freedom. She shares insight that can help navigate clashing money cultures and validated my bicultural approach to managing money. It was refreshing to see that she included the ‘quiero y puedo’ approach because I love giving to family out of gratitude and that she doesn’t push the “work as much as you can and sell everything you own” narrative.

I enjoyed the affirmations because they remind me to shift my mindset towards a more positive, abundance mindset. I’ve struggled with the First Gen Guilt and never fully realized that I still deal with a scarcity mindset at times until I read the way it was explained.

The activities included were also a nice touch because they’re engaging, easy to follow, and thought provoking.

[Kathy Acosta · Rating 5 out of 5]

The narrative style made me feel like she was speaking directly to me, offering guidance and understanding that resonated on a personal level. The book not only provides a roadmap towards financial freedom but does so with a compassionate approach, acknowledging the unique challenges faced by Latinx first-gens. I feel one of the standout qualities of the book is its ability to make the reader feel seen and understood without judgment. The author doesn't shame her readers for past financial decisions but instead delves into the reasons why many first gens find themselves starting life in a challenging financial position. This empathetic approach creates a safe space for readers to confront their financial realities and motivates them to take positive steps forward. It addresses the specific challenges faced by first-generation individuals without glossing over the cultural and societal factors that contribute to starting life in the negative. Her perspective on viewing a budget as a spending plan is a game-changer. This shift in mindset transforms budgeting from a restrictive chore into a tool for financial empowerment. Cultura and Cash is a must read for Latinx first gens!

[Noemi Ibarra · Rating 5 out of 5]

The author did a good job of making finances relatable for those who are early in their journey. From dealing with crazy roommates, burnout at work and managing family drama, she stresses the importance of personal finances to help reduce stress in life. She also gives great tips on how to manage financial struggles with those heavy emotional ties, like when your Tia or Grandma asks for money to send to Mexico.

Although I have read and listened to various other finance books and podcasts and have a good understanding of the basics of personal finance, this book gave me the motivation I needed to start saving and investing again. It reminded me of the importance of having an emergency fund and investing for the future, even small changes to your spending can create a huge impact for the future.

I loved the personal touch she added to the book, its not just money talk but also real-life examples and emotions. It felt like talking to a friend about the tabu topics no one talks about.

[Kat · Rating 5 out of 5]

I absolutely loved this book. Cultura and Cash is such a great resource to Latine/x people who have never had anyone talk to them about money, other than to express laments about not having enough of it. I found myself and my experiences mirrored in the pages of this book, which made it so much easier to relate to on the topic of money. This is not a topic that is discussed in my family, for the taboo of potentially upsetting or stressing them out. I wanted to find a resource for me to feel more empowered about my financial future and to gain knowledge to make it ok to talk about. Not just for myself and my future children, but also for my parents who are also first generation immigrants. I feel much more secure in these conversations and I feel like I have concrete steps to take to improve my financial security down the line. I will be recommending this book to everyone I know, but especially to the youth that I work with so they can also set themselves and this families up for financial success.

[Blanca · Rating 5 out of 5]

I was so excited to get an advanced copy of Gigi’s book because I have loved following her content on TikTok and Instagram for the past few years and it did not disappoint! In this book, she offers an unfiltered and authentic look at the first-generation experience while covering all sorts of financial topics. From budgeting, and investing, even how to navigate difficult money conversations with family. After having read countless financial books that left me feeling confused and overwhelmed it was so nice to have a book where my experiences were truly understood and reflected. Gigi creates an inspiring character, First Gen Gina, who embodies the first-gen experience and their struggles as she navigates various financial milestones. The book breaks down financial jargon into easy-to-understand terms and it left me feeling inspired and hopeful about my financial goals. This is a must-read for any first-generation Latina!

[Reader · Rating 5 out of 5]

Cultura & Cash is leading us to our rich girl era! My favorite part of the book was the three different characters used to compare the First Gen experience to that of the average and privileged American experience. I used to be in the comparison trap constantly comparing my results to others', never understanding why things were easier for them than me. I rejected the First Gen identity (my dad is an immigrant but my mom is second generation) for most of my life because I had two parents who spoke English, worked decent jobs, but they could never seem to dig themselves out of a financial hole. This book helped me to own my First Gen experience by sharing money stories that I could actually identify with. I've read at least 10 personal finance books, most of them super vanilla, and this is the only one that I felt like was written with me in mind. Thank you Gigi for putting OUR experience into words and for giving us clear, actionable steps to build for a solid financial future.

[Emigdia · Rating 5 out of 5]

It's giving, PONTE LAS PILAS! Giovanna González's "Cultura and Cash" deserves an unequivocal five-star rating. In contrast to my previous struggles with financial literacy literature, this book proved to be engaging and accessible, avoiding the jargon that often deterred my interest. González's approach, featuring relatable characters like First Gen Gina, creates an intimate and validating reading experience. The inclusion of thoughtful questions prompts reflection and actionable steps toward financial wellness, emphasizing that one's financial journey need not hinge on a six-figure income.

This empowering narrative is recommended for anyone identifying with these experiences, promising a transformative and affirming literary journey. (Ponte las pilas means put your batteries on - or take action.)

[Laura Esacalante · Rating 5 out of 5]

This is the book I've desperately needed since becoming an adult. I've read many personal finance books and always had difficulty translating the advice to fit my cultural norms and family dynamics. Cultura & Cash has been the exception. The writer does an incredible job bridging the gap between our stories and financial struggles to the tools needed to succeed as immigrants and first-gens in the US. Although I'm well into my financial journey, It was refreshing reading her stories and making connections between my journey and our culture. I also LOVED the practical exercises and tools provided throughout the book, it helped me take inventory of my current financial health and mindset and list some areas I could improve. I highly recommend this book to anyone as it is a good guide weather you're just starting your financial journey or need guidance to stay on track.

[Shania Hernandez · Rating 5 out of 5]

This book was incredibly refreshing, to say the least. My partner and I took turns reading it aloud to each other, and in the middle of every chapter, we'd have to stop and rant about how the anecdotes/scenarios in the book reflected SO MANY of our real lived experiences. In the overwhelming (and often intimidating) world of finance literature, I have never felt more seen and validated in my difficult experience of navigating generational struggles with money. I really loved how the cultural practices and attitudes that often shape our relationship with money are not demonized, but instead they are broken down and readers are encouraged to reflect on how we can make changes to these practices to better serve our long-term goal of financial freedom. There's so much more to say about this book - I'll definitely be sharing it with all the "First Gen Gina's" in my life 💚

[Natalia Ramirez · Rating 5 out of 5]

Cultura & Cash fells like an older sister that as your sister has gone through all the same/similar difficulties that come with the experience of being first gen. However, she wants to build wealth for herself and future generations so she has educated herself and becomes an expert in the personal finance field and now she is teaching you all you need to know.
This book is such a breath of fresh air. From the start, Gigi makes you feel at ease and provides you with a sense of understanding about the unique challenges as first gen Latinx women we face that no other finance book even takes into account. I appreciate her candid stories and the money affirmations that made me realize that I have to start telling myself better money stories. I highly recommend Cultura & Cash!

[Natalie Valdivia · Rating 5 out of 5]

Cultura & Cash is a must read for all first gen latina(o)s wanting to take hold of their finances, close the gap and build generational wealth .Reading this is like a big sister mentoring me through her book. From the cultural aspects of the book describing our collectivists cultural expectations to our inner most feelings she describes so well and establishing boundaries , if you’ve been there you know this is not easy IYKYK! I love that this book is so relatable Spanglish used and terms and dichos, I just about teared up and cried and laughed I can’t tell you enough how I can 1000% agree to all this book offers. Honestly so glad I was able to be a part of Cultura & Cash Crew and I can take steps towards having my children at a different starting point than I was.

[Amy A. · Rating 5 out of 5]

Great Read For Beginners

So this is my second go around with this book. The first time I started reading it, I stopped somewhere in chapter 2 or 3. It wasn't because it wasn't a good book or informative. It was because I wasn't quite ready to commit to change. This time I am committed and glad that I finished the book. It is a great example of meeting readers where they are at financially and explaining things in lament terms, which helps me a lot. The 5 pillars is an amazing tool to keep you grounded. I highly recommend this book for anyone who does not know where to start and maybe did not have the same tools that others have earlier on.

[Melí Washington · Rating 5 out of 5]

I felt like this book was written by my wise, cool big sister/cousin. It is empathetic to the challenges in the first gen community, really setting the scene through personal anecdotes while also being real about our where we need to be better. Gigi identifies our community’s pain points and provides actionable advice and empowerment to restructure our beliefs and practices around money while still honoring our culture. I like to think I’ve done enough self education on personal finance, but I learned so many new things I’m excited to share with family and friends.

[Reader · Rating 5 out of 5]

Cultura & Cash is so raw, relatable and authentic for every First Gen and the generations to come!

This book is a gem filled with an abundance of relatable financial education to help us heal and empower us to build generational wealth while breaking out of unhealthy cycles in our cultura.

As a Latinx mental health therapist that works primarily with First Generation Professionals, this will be a financial healing tool that I will highly recommend to all my cycle breakers. It is a MUST READ finance book written for us Latinx First Gens.

[Violetta Fernandez · Rating 5 out of 5]

I’m a Mexican American therapist and plan to gift this book to my clients as a resource as they navigate their money wounds. I appreciate how Cultura & Cash taps into so many emotions and provides outlets with affirmations and reflection questions. I also love the author’s willingness to be vulnerable with her own experiences. It definitely helps me to feel more visible and less ashamed about the mistakes I’ve made with money. Super proud of Giovanna's journey and how she’s opening doors for so many of us. Thank you!!