I’m so happy you’re here, I’m Deena!
I’m Not Your Traditional Money Expert and You’re Not Here For a Traditional Path (Sighs of Relief!)
Money’s deeply personal, it’s more than just ‘simple math’.
I’m here to guide you into a new relationship with money, one that’s powerfully aligned, intuitive and fully yours.
As a Chief Financial Officer, I’ve got the spreadsheets to run the numbers.
As a Certified Astrologer, I’ve got the Star Charts to read the signs!
That’s why I guide career-pivoting professionals and creative entrepreneurs like you to let go of outdated formulas + old school rulebooks on budgeting + saving and instead create a financial path that reflects your values, timing and the life you’re here to lead.
Because let’s face it:
You’ve seen the cracks in the dream you were sold. You’re disenchanted by the hustle, disturbed by the disparities and are deeply aware that wealth means something more than just numbers on a page.
You don’t want another “budget report” solely fixated on “the data.”
You want an approach to money that feels grounded, approachable and relatable to who you are today.
That’s where I come in! Money isn’t one-size-fits-all. So let’s toss the templates to create a path that actually feels like you.
I’ll lead you to a practical, soul-centered approach that blends your lived story, astrology and the kind of strategic support that only comes from decades of real-world experience.
Finance Exec Turned Personal Guide for Redefining Wealth
From boardrooms to private coaching, I’ve spent 25+ years translating complexity into clarity.
I’ll guide you to step into empowered leadership with your finances while remaining rooted in real life, one aligned decision at a time.
I’ve spent over 2 decades guiding mission-driven organizations through complex seasons of growth, transition and big-picture decision-making. As a CPA and finance executive, I’ve led teams, advised boards, including leadership from Fortune 500 Companies and helped foundations, like Jewish Community Federation and nonprofits like, San Francisco Symphony, not just stay afloat but thrive.
My specialty? Making the numbers make sense, especially when everything feels like it’s shifting. I’ve built a career on distilling complex financial decisions into clear, grounded strategies that align with each organization’s mission and future.
But behind the spreadsheets and scenario planning is what really matters to me: people. I believe finances should empower not intimidate. My mission? To shift the status quo money narrative, because your inherent value isn’t tied to your bank account.
Just being a living, breathing human makes you intrinsically wealthy in my book.
That’s why I guide individuals and families to define what money actually means to them and then we build it, courageously and clearly together. Combining my financial expertise with intuitive insight and tools like astrology, we’ll map a path forward that’s vision and values aligned.
You’ll cultivate a Life of Wealth™ by fully owning your unique story.
Because in truth, I didn't grow up with money nor did anyone teach me how to ‘figure it out’. I learned about money by making mistakes and doing better the next time.
Growing up, we weren't poor but we weren't well off by any means. I grew up in a very small town in New Mexico, you’ve probably never heard of it, Alamogordo. (It's the area where they detonated the world's first nuclear explosion. Not really the best thing to be known for but that's my hometown.)
I left for greener pastures, ultimately arriving in San Francisco where I've been for over 30 years. I'm a Cancer Survivor, single mom to an exceptional grown-up daughter and am a natural red head. (At least that’s what my Colorist says!)
I didn’t stumble into the world of finance by accident. I was good with numbers and I had a real financial need. I put myself through school at New Mexico State University, including a college work-study program where I learned by observing in real time. I became the first in my family to graduate college, then landed my first job in public accounting before moving into the corporate world.
Then came marriage, a house, a baby and cancer. My whole world fell apart.
I got a divorce in the same early years of my daughter being born and going through cancer treatment. All the bills and expenses (and debt) came all at once and kept coming...for years.
I leveraged my natural wit, knack for numbers and motherhood determination to put myself through additional education including, High Performance Coaching, Stanford University and somehow found a way to land and keep steady, stable jobs. And you can say, the rest is history.
I'm a true Aquarian at heart and have worked in the non-profit, mission-driven space for decades. I know the wage disparities and gaps between the institution and the artist / employee. It's never been fair.
I'm here to level the playing field and harness my financial expertise for people who want to earn money and have a damn good life while doing it.
If that's you, I'd love to work with you.
MY VALUES ARE MY GUIDE
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Dignified Integrity
Honoring each individual for who they are, exactly where they are, knowing each human being is already good enough.
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Insightful Common Sense
Consciously discern the best course of action based on the unique stage of one’s life situation.
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Intuitive Innovation
Craft a bespoke money confidence system that feels naturally right and true for each individual.
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Simple Sense of Wonder
With heart centered, empathic attention, we’ll create a clear and respectful individualized system that is effective, efficient and far beyond anything previously known or anticipated.
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Financial Fun
Enjoy the financial journey of what is now and what it will be in the future based on your specific dreams, aspirations, goals and ambitions.
GET TO KNOW ME
(Beyond the Numbers)
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I’m an Aquarius Sun, Leo Rising, Cancer Moon.
As the CEO of my own life, I’m a warm-hearted, intuitive humanitarian who dreams of a more egalitarian world of wealth. I’ve naturally taken charge of financial decisions, frequently finding creative solutions to financial challenges. I love to think outside of conventional frameworks as a C-level executive and now entrepreneur.
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Just kidding! Millions come to visit this one-of-a-kind place but for me, the Presidio of San Francisco is home. I see my rent as a contribution to a national treasure, supporting a living legacy, protecting a historical landmark and sharing this extraordinary place with others. Living here feels like being an ambassador of history and joy!
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While working at the San Francisco Symphony, I was “gifted” the task of acquiring a 280-year-old rare violin, made by the legendary Antonio Stradivari. This felt like such an unattainable personal win for me, our local arts scene and the very accomplished musician who’s able to play this exceptional instrument as her own as she continues her work at the orchestra. Truly a once in a lifetime opportunity!
Credentials
✷ CFO oversight of billions in assets; hundreds of millions in revenues; balanced budgets; specialized in organizations in transition / transformation. Change and risk management savvy.
✷ I’ve created my own Universe of Wealth™️ in spite of naivety and adversity. I’ve learned how to “know better, do better” and define money + wealth on my terms and far beyond just “what’s in the bank”.
✷ Strategy & Organization, Stanford University (Executive Education)
✷ CPA, Certified Public Accountant
✷ Certified Astrologer, AstroTwins Certification
✷ Bachelor of Accountancy, New Mexico State University
✷ Certified High Performance Coach, High Performance Institute
✷ Certified Yoga Instructor, Yoga Tree Teacher Training
“She helped me design a holistic savings plan that felt fully aligned with both my life and business.”
“Before working with Deena, I had already started intuitively refining my spending habits, reining in discretionary spending and setting my next big goals, her guidance arrived at the most divine time. She helped me design a holistic savings plan that felt fully aligned with both my life and business, while also connecting me to my future self and the gratitude I’d feel for the choices I’m making today.
With her support, every dollar now serves a true purpose. I know exactly what I’m building toward and that excites me far more than instant gratification. Working with Deena feels grounding, soul-nourishing and rooted in self-trust. She helped me see my Natal Chart in a completely new way, teaching me how to leverage specific seasons and areas of my chart for abundance. If you’re thinking of working with her, you’ll feel it in your bones, a sacred ‘yes' that opens you to radical transformation in your money, earning potential and the way you see your whole life as a source of inner wealth. She’ll have you seeing your cup in overflow, regardless of the numbers today.”
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Miana Melendez, Certified Coach + Certified Astrologer | Brand Strategist + Copywriter
SOUL OF MONEY™
Where Money Becomes More Than Math
Wealth isn’t just numbers, it’s energy, intention and alignment. Here, you’ll explore the astrological + strategic layers of money to expand your capacity for abundance. Uncover soulful deep dives, thought-provoking prompts and beyond-the-basics wisdom to define wealth on your own terms.
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HOW WE CAN WORK TOGETHER
Universe of Wealth™
Workbook + Journal
Life of Wealth™
1:1 Money Mentorship
