A free place to start, for every woman.
Money Her Way is a free library of calculators, guides, and articles founded by financial advisor and behavioral coach Rebecca Pino.
No courses to buy, no pressure. Just useful tools to help you make your own decisions.
Money Her Way exists because most financial advice was built for someone else's life. This is financial education built for yours — starting exactly where you are, no permission slip required.
Why this exists
45%
of women are considered financially literate, compared to 53% of men. The gap isn't intelligence — it's access.
TIAA/GFLEC 2025 P-Fin Index
55%
of women say they don't know where to start with their finances. That's exactly the gap this site is built to close.
Intuit Financial Literacy Survey
72%
of women say they want to take an active role in managing their own investments.
Fidelity Women & Money Study
48%
of women now invest in the stock market, up from a gap that stood at nearly 20 points a few years ago. Progress is already happening — this is how it keeps going.
GFLEC 2025
My Story
1982
Before I existed
Halliday Financial, my family's wealth management firm, was founded. My parents built their careers there — long before I knew what a balance sheet was.
Halliday Financial ↗2017
Age 19
I worked as a personal shopper, spending other people's money — styling high-net-worth clients and celebrities in rooms full of price tags I wasn't paying. It was a fun job. I still had zero relationship with my own money.
2019
Age 22
I graduated college. My dad told me to open my 401(k). I had no idea what he was talking about.
2021
Age 24
I went back to business school — and started actually learning about finance, and about my own relationship with money, for the first time.
2022–2023
Money Her Way was born, and I graduated business school with an MBA in Finance.
2024
2026
I launched Inertia and started writing The Permission Trap — the book, and the idea, this whole site is built around.
Even with the access, the family business, and eventually the licenses to prove I knew what I was doing, none of it gave me a relationship with my own money — because no one ever taught me how to have one. That's the real gap. Not access. Not knowledge. Relationship. Money is emotional long before it's mathematical, and most of us are never taught how to sit with that. That's what I'm building Money Her Way to fix.