From Poverty to Millionaire: A Money Coach's Blueprint for Financial Freedom

April is Financial Literacy Month—and there's no better time to talk about the one topic most of us were never taught in school: how to build real, lasting wealth.

We sat down with Em, the certified money coach and personal finance creator behind @heyfrienditsem, to talk about her journey from growing up in poverty to becoming a self-made millionaire in her 30s. No trust fund. No crypto windfalls. Just a decade of intentional money habits—and a passion for helping others do the same.

Whether you're just starting out, navigating a season of financial stress, or wondering how estate planning fits into the bigger financial picture, Em's advice is practical, judgment-free, and genuinely inspiring.

Meet Em: The Money Coach Behind @heyfrienditsem

Em built her platform by doing something rare in the personal finance world: being real about where she started. After spending ten years learning everything she could about money, she decided to share her story—and the lessons that came with it—so others wouldn't have to figure it out alone.

Today, her message reaches over 200,000 people around the world, and what was once a passion project has become her full-time work.

"Money is an exceptionally powerful tool," Em says. "When used well, it can build the life of your dreams. Most of us aren't taught how to use it though—or we learned from others who didn't know how. I wanted to be a friendly, trusted face where people could learn without judgment or shame."

The Two-Part Formula for Becoming a Millionaire

So what does it actually take to build seven-figure wealth? According to Em, it comes down to two deceptively simple principles: living below your means and investing consistently.

"I know that sounds too simple to be true," she says, "but here's why it works."

When you spend less than you earn, you break free from the paycheck-to-paycheck cycle and create room for saving and investing. Without that margin, you're stuck—always working to fund your lifestyle, never getting ahead.

Once you have money left over, investing is what turns that surplus into wealth. Unlike a savings account, which may currently earn around 4% in a high-yield account, the stock market has averaged about a 10% annual return over time. The longer your money stays invested, the harder it works for you.

Em puts it this way: imagine someone named Ben who starts investing $150 per month at age 20. By the time he retires at 65, he'll have contributed only $81,000 out of pocket—but thanks to compound interest, his portfolio could be worth over $1.3 million.

"The wealth-building formula is simple: time + consistency + compound interest," Em says. "You don't need to start big. You just need to start."

What Is "Frujee"—and Why It Might Change How You Spend

Em has coined a term she calls "frujee"—short for frugal bougie—and it's one of her most popular concepts for a reason.

The idea is straightforward: be intentional about where you cut back so you can spend more on what actually brings you joy. For Em, that means spending very little on clothes, cars, and dining out—so she can travel more and be generous with the people she loves.

"Everyone's values are different," she explains, "but the principle is the same: spend less on what doesn't matter, so you can spend more on what does."

It's a refreshing alternative to the all-or-nothing approach of extreme budgeting—and one that's much easier to stick with long-term.

How to Travel Smart Without Blowing Your Budget

For Em, smart travel starts with one word: flexibility.

"The more flexible you can be, the more money you'll save," she says. "If you only want to fly on a specific day, at a specific time, to a specific destination—you don't have many options. But if you can stay open, that's when you find the deals."

Her go-to move? Opening Google Flights' Explore tab to browse prices across destinations and dates at a glance. She sets price alerts, books through cashback sites like Rakuten, and compares lodging on platforms like Expedia or Priceline to save even more.

On food: she always packs snacks for the flight and does a grocery run at her destination, limiting restaurant meals to once a day. Small habits that can easily save hundreds per trip.

Surviving a Season of Financial Pressure (Especially with Kids)

For parents of young children—where childcare costs, diapers, and everyday expenses can feel relentless—Em offers both practical advice and a dose of grace.

"The reality is things have gotten a lot more expensive, and it's putting a strain on countless families," she acknowledges. "But the first thing I do is ask myself: out of all of this, what do I actually have the power to control or reduce?"

Her approach: look for areas to trim (more affordable childcare, secondhand kids' items, free playdates over paid activities), and accept that some costs are simply temporary. The daycare bill won't last forever.

"If you need to lower your debt payments or savings contributions temporarily, that's okay," Em says. "This season will pass—and you can dial back up when it does."

Three Money Moves Worth Making Right Now

1. Automate everything you can.

   Bill pay, savings transfers, investment contributions—the less you have to manually manage each month, the more likely you are to stay consistent. Set it and forget it.

2. Consider a robo-advisor if investing feels intimidating.

   Tools like Betterment let you answer a few questions, build a personalized portfolio, and then step back while the platform handles the rest. It's an excellent way to start investing while you're still learning the DIY approach.

3. Surround yourself with people who share your goals.

   "Who you hang out with has a significant impact on how you spend money," Em says. Seek out online communities and creators who celebrate financial wins—having that accountability can make a real difference.

Don't Forget the Step That Ties It All Together: Estate Planning

After a conversation full of wealth-building wisdom, we asked Em what she considers one of the most overlooked pieces of the financial freedom puzzle.

Her answer: estate planning.

"I was one of those people who pushed it off for far too long," she admits. "Estate planning can feel overwhelming, expensive, or like something to solve 'when I'm older.' But the longer you go without a plan, the more uncertainty you leave for your loved ones."

She points out that having a will or a trust isn't just a legal formality—it's a natural extension of everything you've worked hard to build. And today, it doesn't have to be complicated or costly.

"We live in a time where there are so many more options available that make estate planning accessible, affordable, and simple," Em says. "The peace of mind that comes from knowing everything will be taken care of—that's priceless."

If you're not sure where to start, Trust & Will makes it easy to create a legally valid Will Plan or Trust Plan online—in as little as 30 minutes. Because protecting what you've built is just as important as building it.

Take our free quiz to discover which estate plan best fits your needs today, to secure your family’s future. Is there a question here we didn’t answer? Browse more topics in our learn center, visit our Frequently Asked Questions (FAQ) page,  or chat with our member support!

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