Tell us in a few sentences how your brand helps others? 

My brand helps by allowing others, especially women to talk openly about money.  I provide a clear path to financial success with actionable steps that are easy to follow.  Investing your money and coming up with a financial plan doesn’t have to be difficult or scary.  The strategies I use are easy understand and follow.  What sets my brand apart from other Certified Financial Planners™, is that I help people clear their money blocks through a powerful manifestation tool I use.  Most people struggle with their finances because they are blocked, and they don’t even realize it.  I help uncover that money story that has been keeping you stuck. 

What was your initial inspiration that got you to where you are today?

I grew up poor during my early childhood. We couldn’t afford to go to the dentist and as a result I had a black hole in my tooth. Thank God it was only my baby tooth! My birth mom was addicted to drugs and alcohol and not around much. My grandmother tried taking care of me and my half- brother and half-sister. When that became too much of a burden my brother went to live with his aunt and my sister, and I were in and out of foster care homes. We spent some time with her dad where I was abused because I wasn’t his. Ultimately, we ended up with loving foster parents who eventually adopted us when I was 10 years old. After what I went through, I decided I never wanted to be poor again and I was going to help other people with their finances. My mom taught me how to manage my money and I was good at it. When my first career choice as a model/actress didn’t work out I went into the financial services field.  

When you started your most recent path, did you ever envision that you would be where you are now? 

I never wanted to own my own business. No one in my family had their own business nor did I know any business owners, I was just going to work for a company like everyone else. I didn’t take any entrepreneurial classes in college, so I really didn’t know much about running a business.  After working in the financial services industry for a few years, I was encouraged by my mentors and others in the field to open my own practice. Then I could work with the clients I wanted to work with and had more options to better service my clients. Everything I needed to know about opening my own business was provided to me through meeting people in my network.  I also never saw myself writing a book and now I'm starting on my 2nd book, Manifest and Invest: Creating a New Relationship with Money. The first book, The Spiritual Path To Prosperity…The Truth About Money Revealed, became a best seller on Amazon the first week I launched it.  That’s what I really wanted to happen, but I wasn’t sure how to achieve it, but it all came together.  To answer your question, yes, I saw myself being successful, but I never saw it the way it has unfolded. I am still striving to hit higher goals and grateful for what I have achieved so far 

Was there ever a time that things didn't fall into place, struggles or challenges? What were they and how did you get past it and grow from the experience?

Early in my career, I remember not having enough money to get out of a parking garage. It was a cold January day, and there was a line of cars forming behind me. My credit card kept getting declined, and I didn’t have any cash. In fact, I only had $200 to my name! I hit the buzzer to get a service person, and after five long minutes (and an ever-growing line), someone came out and opened the gate for me. It was so embarrassing! I went home that night and cried. With no new clients on the horizon, I didn’t know what I was going to do. I was in the middle of a housing remodel that was draining my finances. And I couldn’t even pay to leave a parking garage! 

I knew how to create wealth, grow money, and I’ve helped my clients create more money than they thought was possible. For some reason, I couldn't do it for myself. I was blocked around money and all of my analytical skills couldn't save me.  After releasing my money blocks, the doors flew wide open and led to my first 6-figure year. How did I do it? It started with a prayer. A prayer for abundance. It helped me clear my money blocks, open the doors to wealth, and change my finances in a way I didn't think was possible.  I also took on side hustles to help makes ends meet. 

What was the biggest lesson you learned during this journey?

Let go of my scarcity mindset and trust that everything will work out for me, and I was following my passion and soul’s calling. I don’t need to know how everything is going to work out.  My job was to just keep taking aligned action toward reaching my goals and doing what I loved- inspiring others and helping them reach their goals.

What would you tell a FEM that is struggling in her business and feeling like it's too difficult?

Remember your why.  If your business isn’t built around your why then don’t move forward until it is, but if what you are doing is your passion you cannot fail. Take action every day and you will be successful. Remember, sometimes you have to go sideways to move forward and that's ok.  These are the 5 traits you need to have to be successful in my opinion. Drive, tenacity, a success mindset, your tribe of supporters, and self-confidence-own your power! 

What continues to inspire you to keep on growing your business?

There is a lot of bad financial advice, “shiny objects, get rich quick schemes, etc.” out there that many people fall for because they don’t know who to turn to for sound financial advice.  I show people how to build wealth the right way through academically proven strategies and sound financial advice.  I want people to be financially secure, prosper and have time freedom.  I also want this for myself, and I truly love what I do so that is what inspires me to keep growing my business.

Final advice for those thinking of starting a business or looking to grow their current business?

Three Thing: 

1)Find your passion.  

2)Provide more value than anyone else is in the marketplace.  Solve problems. Don’t sell. 

3)Look for mentors and build your support tribe. There are ups and downs in every business. Having a strong support system will you navigate the ups and the downs

About Dawn // Dawn Santoriello, CFP® is the Founder of DS Financial Strategies, Best-Selling Author, and Speaker. She also hosts Financial Fridays with Dawn on DS Financial Strategies YouTube Channel. Dawn helps women manifest and invest their money so they can achieve their financial goals with peace of mind. Dawn has been published in Hollywood Times, Medium.com, Thrive Global, Advisors Magazine, and has been seen in Philadelphia Inquirer, MarketWatch, Forbes, Business Insider, Think Advisor, CPA Client Library, Next Ave, Yahoo, and Pop Culture Press. Dawn’s book is The Spiritual Path to Prosperity…The Truth About Money Revealed. To connect with Dawn, visit www.dsfinancialstrategies.com, @dawnsantoriello and @dsfinancialstratgies on major social media channels. Advisory Services offered through Efficient Advisors.

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