What does it really take to break through the myths of entrepreneurship and build a financially independent life—especially as a woman? In this eye-opening episode of The Angel Next Door Podcast, host Marcia Dawood invites listeners to rethink traditional notions of wealth, investing, and risk-taking by exploring the power of money mindset, resilience, and strategic investing. Our guest, Bernadette Joy, is a first-generation Filipino American, acclaimed author of "Crush Your Money Goals," and an entrepreneur who’s achieved financial independence by age 40. As a life and money coach, Bernadette Joy opens up about her unconventional path from paying off $300,000 in debt to mentoring the next generation of women investors and entrepreneurs. Her journey is shaped by personal experience, a mission to help others overcome financial misconceptions, and a passion for demystifying the road to millionaire status—especially for women and communities of color. This episode dives deep into actionable strategies for getting your financial house in order, understanding the realities of angel investing, and building businesses designed for both growth and early retirement. Bernadette Joy shares candid stories—both successes and failures—offering a rare, honest perspective on what it means to curate your accounts, invest with intention, and heal your “money wounds.” Whether you’re an aspiring investor, established entrepreneur, or simply looking for practical financial wisdom with heart and humor, this is a must-listen conversation that will inspire you to reimagine what’s possible for your financial and entrepreneurial journey.
What does it really take to break through the myths of entrepreneurship and build a financially independent life—especially as a woman? In this eye-opening episode of The Angel Next Door Podcast, host Marcia Dawood invites listeners to rethink traditional notions of wealth, investing, and risk-taking by exploring the power of money mindset, resilience, and strategic investing.
Our guest, Bernadette Joy, is a first-generation Filipino American, acclaimed author of "Crush Your Money Goals," and an entrepreneur who’s achieved financial independence by age 40. As a life and money coach, Bernadette Joy opens up about her unconventional path from paying off $300,000 in debt to mentoring the next generation of women investors and entrepreneurs. Her journey is shaped by personal experience, a mission to help others overcome financial misconceptions, and a passion for demystifying the road to millionaire status—especially for women and communities of color.
This episode dives deep into actionable strategies for getting your financial house in order, understanding the realities of angel investing, and building businesses designed for both growth and early retirement. Bernadette Joy shares candid stories—both successes and failures—offering a rare, honest perspective on what it means to curate your accounts, invest with intention, and heal your “money wounds.” Whether you’re an aspiring investor, established entrepreneur, or simply looking for practical financial wisdom with heart and humor, this is a must-listen conversation that will inspire you to reimagine what’s possible for your financial and entrepreneurial journey.
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Bernadette, welcome to the Angel Next Door podcast.
Thank you so much for having me. I'm excited to be here, fellow Charlottean.
That's right. I know we live like really close to each other and we have so many commonalities in what we're talking about. You're a life coach, a money coach. You do all these amazing things and have this incredible book called Crush your Money Goals. So start off, tell us a little bit about your background and how you got to this place.
Sure. So I am Bernadette Joy. I'm a first generation Filipino American. I think it's relevant to say I'm the eighth of my dad's nine kids. And so the origin story was that I should have never become wealthy. And, and I share that specifically because when people meet me now and they've seen the book and kind of the platform and the things I talk about, there's a lot of assumptions that like, oh, she must come for money, or she must have had the really stable childhood or whatever. And so I'm really excited today to talk about money stories and specifically around, I think a lot of the misconceptions that we have around investing, especially as women. And so the, the street cred, if you will, is aside from being an author and the founder of Crush youh Money Goals and having a lot of siblings, is that my husband and I have achieved financial dependence.
I just turned 40 this year and am entering the next stage of my career and life as an angel investor and as a mentor for other women who want to achieve millionaire status.
I love that. So tell us a little bit more about Crush youh Money Goals, the book and the program that you've.
Yeah. So crush your Money Goals. It was fun story is that I have had no aspirations of being author whatsoever. I actually just posted about this on LinkedIn today where the book really found me. I speak at a lot of different conferences and one of these large publishers saw one of my talks and invited me to write a book about money habits. And initially I ignored the email altogether. Cause I thought it was paid then. And then when I actually looked them up, I'm like, oh, that's a real.
That's a real publisher. I should probably respond back. The initial concept was they wanted me to write like a lighter here's A hundred habits that you can do to fix your finances. And I went back to them, I said, nobody wants to read A Hundred Habits. Nor is that sustainable. Nor is that, I think the message we want to send that you need A Hundred Habits to Become rich. And we settled on 25. And they're very neatly organized into my acronym crush, the R U S H.
And the book is I basically dump out everything in my range of what people ask me on how I paid off $72,000 for student loans in the year, how I paid off $300,000 of debt in three years, how I built my first million dollars of net worth into these 25 habits. And what I love and that I've got in terms of feedback is that people who have read it have said that it feels like very digestible, very doable. And unless sometimes we get these very heavy personal finance book and very like full of terms that people are not interested in. A lot of people felt like they said that, especially if you listen to the audiobook, that it's like a friend who just like really wants to look out for you and believes that you can do it. The book's been out for almost a year now. We've sold about 5,200 copies of it. And my goal by my next birthday in February is to get to 10,000 copies, particularly in the hands of women who want to become investors.
I love that. So tell us what CRUSH represents. Right.
The quick and dirty of CRUSH is C stands for curate your accounts, meaning that what I found is a lot of whips in particular are collecting accounts but not curating them. We get all these extra accounts and we don't really understand what they're doing. Like a classic example in the investing world is like, I meet so many women who have these 401ks that are just out in the ether and they have no idea what they're doing or how much they have in there. So curating your accounts is always the first step into creating really healthy money habits. Just getting that list down to first of all in one place and then making sure that every account is working for you, not against you. Then R is reverse into independence. And so I walk people through the theory behind the 4% rule and what how much you need in order to potentially become financially independent? And how do you take this really big goal which if you live in the US probably going to mean the millions of dollars and how do you backtrack into feasible, tangible steps that you can do to reach that independence? So that's R. And then you explain.
The 4% rule real quick.
Sad. I had the pleasure. This year there is a financial planner named Bill Nungin and she followed this study, the Trinity study that basically looked at portfolios over different 30 year increments to say Basically, if you have X amount of money in a traditional portfolio, then and you take out 4% every year, which is the equivalent of a year's worth of expenses that you have that you would do right in that. That's like the quick and dirty of it. I hope I did not use this. The sign out that I'm going to go on this is that I was so excited because I get this year on LinkedIn, I did a LinkedIn request, Ben Gin. And I was like, wait, like Bill Ben Gin? Like the guy who wrote this role that changed my life. And he said, I've heard about you and I heard that you talked about my role in your book.
Would you want to do an interview? I was like, absolutely. You're like my Beyonce. And so they met him this year and he was so lovely and so smart. And I learned actually this is something that will I'll probably update if I write another book is that he explained the origin of it. I have it on my YouTube channel if you want to check out that video. That 4% rule is actually quite conservative. That actually could pull out even a little bit more money than what that rule said and you'd still be okay. And that just blew my mind this year.
The reason I bring up the 4% rule and is that a lot of women like we are, we're just like trying to make money, save money, invest money, but we don't know how much we need. And so even if you don't believe, a lot of financial planners don't necessarily like it as a hard graph rule. But I always use that rule as a signpost of that side somewhere to work towards and then you. And it's much easier to create a financial plan or an investing plan if you have something to work towards versus just I need an unlimited amount of money.
So you use this 4% rule in order to pay off the debt that you had or how'd that work?
Question going along the lines with crush that like, did you understand your net worth? You see how it all ties in is initially when I started my own personal finance journey. So back in 2016, I was in a ton of student loan debt to $2,000 in student loan debt. And all I wanted to do was get out of debt. And so I had looked what everyone else says at Google and I found Dave Ramsey's the World and everyone would the normal kind of suspects in personal finance. And so I just focused on paying down the debt and lo and behold, I ended up paying off at $72,000 less than a year after I graduated. And I thought it was going to take me 10 years, like many people do, to have to pay off your student loans. So when I finished my goal, I was like, well, what. What happens after you're debt free? Like, I guess I gotta learn how to engage because I used to put all this money into this black goal that was student loans.
So, wow, what would happen if I actually grew the money instead?
Right?
That's. That's when I started learning a lot more about financial independence and reading a lot of books and listening to a lot of podcasts around what it. What is this whole idea about retiring early? And when you ask the question of how did I use the 4% to pay off the debt? Initially, no, all I was doing to try was just trying to get out of debt. But once I got out of debt, I was like, well, what do you do after you're debt free? And that's when I started learning about this 4% rule and I started really understanding the UN cross of just understanding your net worth. How do you. What is. I didn't even know what net worth was when I left school. I never paid attention to that number.
And starting to correlate well in terms of steps the UN crashes say, okay, now that you know all your accounts, do you understand what each of them are doing and how do you best optimize those? And that's when I started understanding, okay, a lot of us people are saying, oh, you shouldn't pay down debt because interest rates, you mean just making it really complicated. But I simplified it for myself to say, well, I understand that a credit card at 20% interest is going to lose me a lot more money than this thing that feels very complicated right now. Investing, I'm like, I can go for the guaranteed 20% return by paying off credit card damage, or I can take a risk in investing right now when I don't fully understand or feel confident about it and simplifying that plan for me. So that was the view in crash. And that's when I really started learning how to not only pay off debt and invest, but pay off debt and save, but learn to invest.
Nice. Okay, S. So this one is of.
The acronym, so S is spending intentionally. And so that's where I teach habits specifically around budgeting in a different way than I've seen many other people teach budgeting. My way of budgeting is a little more fun, has a lot more emojis, is a lot more a little low, I would say. But people all seem to love the way that I teach budgeting and that where spending intentionally isn't about deprivation and sacrifice, it's about aligning yourself to these larger goals. And then the agent crush stems from my background in psychology of healing your mush wounds. And why I purposefully went down the rack of being a financial coach versus, like a CFP or a financial advisor was that I realized, and I know you know this too from like your research and stuff too, that a lot of women are capable of learning the math. But we, we still have a lot of work to do on the mental fortitude to take the risks that we need to take as investors. And so healing your money wounds is very much exploring what fears do you have around finances and how do you overcome those fears so that you can be in a position to take risks and grow the network.
Wow. That makes sense. Yeah. So when did you first learn about angel investing and how did you get into it?
So I started working for startup companies in my mid-20s. And so I worked for four different tech startups during my corporate phase. And so I knew about angel investing, I knew about accredited, I knew about, like, just investing in general. There was this kind of investing that is out there that was not the stock market. And I heard all these terms, but I just didn't know what they. What they were, who they were. You just knew that there was people with a lot of money who were giving these companies money. And oftentimes it was conversations on the golf course.
Like, not a exaggeration, that's literally how I found out that some of these deals were being done. And I moved to Charlotte from New York City where I grew up, and I worked for this tech company here in Charlotte and a very successful Kobe that almost no one has heard of. Not one of those ones that are, like, out in the public eye. And the CEO, I, I learned so much from him that a lot of founders are not necessarily like, the smartest people or the most, like, qualified people. It was a lot of these founders who were willing to take risks and willing to go out and ask for funding even when they didn't have fully fleshed ideas. And so I will always remember this is I. I came to be the head of HR of that company. And I was like, still in my, like, late 20s, and I was like, is this it? Is this, like, all there is to life? Like, I'm going to just do the same job for another 30 years and then retire.
But then I watched my boss at the time who was like, in his 40s, and he was like, he had courtside seats at the Charlotte Hornets. He had my house in on the Lake Norman and apartment here. And I'm like, how's she doing all this? Because I sit next to this guy every day, and he's not that smart, but he's an excellent salesman, and he was not afraid to go out to clients or investors or anyone who would help grow his business. And so he told me this story that there was like a big. A big potential hype that they had. And this is a tech company, and they were asking them, where is your. What does your, like, storage look like for all the data? What does your data storage facilities look like? You know, we don't have it. And so what he did was, I kid you not, he bought a bunch of storage things, like data center things, and he put it in a room in the building.
They weren't even plugged in. Oh, my goodness, we're not even plugged in, Right. And when they came to go check it out and say, well, here's your storage room. I see it there. Open the door, close it. So that sounds very. This sounds a little shady, right? But, like, the. More of the story here, right, was just like, I heard this, and he made me realize, wow, a lot of founders are just, like, winging this thing and people are willing to give them a live money.
So why is this whole world. And then how do I do that? How do I be part of this world? View it in a way that, like, feels like I wouldn't be sweating either giving that check or being a founder who, Who. Who's like, having to do things like that on the fly. And so I went down the route of being a founder for the last decade instead of being an angel investor and learning the ins and outs of what it's like to run my own business with the idea that when I came to early retirement, that I would take all that experience and use that to learn how to be a better angel investor.
That's amazing. So before we started recording, you had mentioned that you had a bad experience with. With angel investing in the past. What was that like?
So when I, When I first came. Came out of debt for the. And. And then my husband and I, you know, did kind of the. The things that we're supposed to do for a regular investor kind of thing. Like, we both messed our 401k and we both messed out our IRAs, and then I was like, and then we're putting money into the brokerage, and at the time, bitcoin, everyone's going to Be. And I'm like, I don't understand Bitcoin. I don't like it.
So. So I want to do that. So what else can I do to invest money? And so I was like, this whole angel investing thing, let me try this out. So here in Charlotte, they still have this. We love. You know, there's this regular meeting every month called with pitch purpose, right. Where founders come and like, pitch. Like there's a large audience and there's like a fake shark tank who are like giving feedback.
But no, it's actually like exchanging meta. And so I got. I went a couple times and I would take notes out. I would sit there and be like, if I were. If I were to give money, like, what would be my feedback? What would I say? What would I do? And so I would just, like, practice that way. And long story short, I started to build the courage to go, like, out to these founders and say, hey, like, I. I have much to invest. I'd love to hear more about the business.
And so one of these was like a healthcare tech company and the guy had all the rights, credentials, like he'd worked in the industry before. He was saying all the right things. Turns out he was a friend of a friend, like, just coincidentally. And not a large check, but he convinced me to write a $5,000 check. And at the time, to me, to save $5,000 is still a lot of money to just like, hand over to some. Somebody. Yeah, he convinced me and it was like, oh, it's in the healthcare industry. That's something I'm sure about.
It seems like he knows what he's talking about forever. And within weeks, the money was gone, the business was shut down.
Oh, my goodness.
Within weeks. And it turns out because the cto, their cto, who I never met, which in hindsight I should have met the cto, but at the time I was like, oh, but my check is so small. Do I have the right to ask to meet the CTO for $5,000 check or not? I should have met the CTO when the CTO then basically right off the plate and the data.
Oh, dear.
Yeah, the c. The founder was completely blindsided by it. He felt terrible about it. He did the right thing with and he couldn't afford to pay me back. So what I did at the time when I was still running my own business is, well, why don't you just do some consulting work for me and Billby that enough healed all my money back. So having, like, at the time I was looking to build to have A new software for my company. And, and since he had a software background, I had him do the, for like all these different softwares and giving me like a full presentation of what all these software should be. And so I share that story.
I actually didn't even think about it until I realized I was on the podcast and I was like, what, did he not start investing, like, soon enough? Like, oh, yeah, because that time I was so mad.
Yeah, I bet.
I was so mad. And I'm not even mad at him. I was mad at myself that I did not do enough due diligence. I just was like, oh, we looks the parts and he's saying the right things and I didn't ask the right questions. And so I thought angel investing was not for me. But now I'm like, in this new phase of my life, I've realized, like, I have a lot more experience, I have a lot more knowledge, I have a lot more confidence. I'm not afraid to ask tough questions. And so this time around it feels very different.
That's amazing. Yeah, you don't. I haven't. I don't hear about that super often where one of the founders just leaves and doesn't that the business doesn't survive a couple weeks after the investment is made.
But yeah, that's, you know, it's a pretty abnormal situation.
Yeah, that would leave a pretty bad taste in your mouth, I guess, for angel investing for sure. Okay, so things have started to turn around. You're wiser, you're. You have all this business knowledge now. So now you're ready to help companies. You're ready to make investments. Tell us more.
Yeah, so crush your money goals. It's been a platform that we've been building over the last five years. I say platform, you know, like, I don't even know if that's the right word. But my mission will say is this kind of two prongs to it. There is the crush gatecan, which is based off of everything I've taught in the book where I am training people, particularly women, on how to be better at their personal finances in order to prep them to become better investors. And so they work on things like paying down their debt and making sure they have enough savings and then learning about basic investing like into a 401k or into retirement plans. And then with the hope that some portion of these women, when they reach the qualification to become an accredited investor, id make 200k individually, 300k as a couple or a million dollars in your work, then they have all the Foundations in place so that they can make really good choices and become investors back into other, in particular founders who are women or communities of color. That's a big place where I'm spending time in.
So there's a craft speaker that is hopefully raising the next generation of investors. And then I have my flow your work accelerator, which is people who've actually graduated from the bootcamp, who are running businesses, who I've. I've been working with now for at least three months, six months a year, and now they're growing businesses. And the criteria in that is you are someone who is making at least like 250k in your business annually and you want to scale up to be able to retire early, which is actually very different from most other accelerator programs because all accelerator programs are like, you're going to keep working like a horse until you make us all like millions of dollars. And my, my version of it is I want founders who have an eye of early retirement because they realize that founders who build a business that can operate without them build their businesses.
Yes, that's a good way to put it.
Yeah. I, this past year I had, I've had about like 12 companies come through it and some worked out, some haven't, some are still to be seen. And my thesis around the people in there, and this is why I love that they've all been like graduates of the boot camp is I already, I feel confident that if I were to give them a check that they have a foundation, financial foundations, to be able to not run away with money. But the particular areas that I've been focused in has been infrastructure, healthcare, mental wellness and social justice. All of these companies have followed those different areas. And it's very. Not only like, interesting for me from an intellectual perspective, I love solving problems with their business and helping them, coach them, but also be a mentor and also be a resource. I'm at the only funder that might be interesting, but also like they become people that have become friends and become people that I foresee being part of my life and vice versa, like for a long time.
So it's a different vibe than I've seen. And I've been through a lot of accelerated programs myself and this is the only one that I know of that actually focuses on their net worth, not just their revenue, and also focuses on how do you build a business sustainably and not work yourself into the ground to get to build it.
So basically teaching them how to build their business and getting them to the point of being able to retire early.
Yes. So what's, what's clear this year is goal for them is that they minimally must make 250 revenue annually to just to like as us. We're at the E. People are like brand new into Billy business. There's no early stage. Everyone's been doing business for a little bit. They don't have anyone in AI because I get a lot of AI people are interested in push in that sector. So they have to have a goal of having revenue between 250 and a million dollars.
But they have to personally invest a hundred thousand dollars every year into their own net worth which can be to grow the value of the business. It can be in zero retirement, it can be paying off debt. And I have a client who has a ton like 300,000k of student loans because they have five degrees. So, so there's this parallel thing that's happening where and I learned this for myself was that I my business for example, like I cross over a million dollars of revenue in my own business. But the difference that I've shown people is that you know, I've also grown my net worth by a million dollars in St. Patrick and obviously I spent money in that revenue like it didn't just bank that whole thing. So how did that happen? It's because there's also a combination of diversifying into other investments as well. And so I'm teaching these founders like hey, I want you to focus on your business as your main investment, but you also cannot go broke doing this.
Right. So what are some of the trends that you're seeing out there? I know at one point we were talking about like the accredited investor definition. There's a lot of women that don't even know that they hit that benchmark. I hate, I actually hate the fact that we call it an accredited investor because sometimes people hear that word accredited and they think oh, I have to take a test or I have to do something. Yeah, they think that there's like something they have to do, right?
Yes. On that note, I coach a lot of women who have learned how to make good money but don't know how to keep it. I coach a lot of executives who make 400k a year, 500k a year, and have never heard of a credit investing. And it makes me crazy. And then there is, there's still a lot of trend of there's a lot of people that I coach who didn't want to jump into investing that want was like fast tracked wealth but then are holding onto a ton of consumer debt that makes Me crazy. And the way that I've gotten people to think differently about it because everyone comes to me wants to learn about passive income. And like I posted recently that I've made about for. I'll probably make about 40k in like dividends this year.
It's enough to, it's enough to pay for my rent. And people find that fascinating. Right? And so everyone wants to know, well, how did you do that? How did you. I'm like, well, it took me 10 years and I became debt free. And the. Because I became debt free, I'm not, I'm not. I. Nobody's passive income anymore.
And that gets people thinking. Like, I mean, I've said to people, your credit card debt is their passive income.
That is an interesting way to look at it. I had not thought of it like that before.
Yeah, yeah. Most people have not. Right? They're not smart and make passive income. But I'm like, but why are you trying to make money over here when you're just gonna let bleed out at 20% interest on the other side? And they had to do nothing. Yeah, nothing to get that money from you. So that's been the trend. But I am trying to beat that into people's brains right now because credit card debt, I've written a lot of articles and forms in Bag Raid this year of like credit card debt that has been atrocious and now the buy now, pay later and all this other stuff, it's just not good. So the debt is a thing that will continue to trend, unfortunately, until we wrap our arms around it and then within the angel investing space.
I mentioned this earlier. I get a pitch almost daily of, hey, I. I am the founder of this business, of this problem. Nobody asked to sell with AI. And I'm like, I wrote it. I wrote this in threads one day and so many people like responded to it and they agreed with it. I was like, I'm so tired. These businesses, they're popping up for again problems that nobody asked to solve.
Oh, how do we deliver pizza even faster with AI? I'm like, well, how about people are not eating right now altogether? Like, how. Why do I solve that problem with AI? Right? So that's a big trend that I've been seeing of like a lot of founders who think that they attach the words AI to it and they're just gonna get a bunch of money, right? But they don't have a fa. They don't have a good business plan. It's a problem that doesn't have a huge market. There's just like I got a pitch for a new device online, how to empower your meditations with AI and but you know what's great about meditations? That it's unplugged.
Nice. Device free.
Exactly why I'm meditating is to be device friend. This sounds like the worst didn't. Right. So I'm sounding a little bit critical here, but I am. I'm hosting a summit in May in Charlotte for people in personal finance and people are thought leaders and I entitled the thing to see or the power of I not AI. The power of I as in hey, we as individuals. What are we doing to use these different eyes? Income and investing and influence and inspiration. How are we using that to help better quality of life and stop with these like businesses that nobody asked for?
Yeah, totally. I love that. The power of I like I should be doing. I can do more. We can do more as people. Not necessarily with so much technology. Okay, so that's a big focus for 2026. Anything else happening in the new year?
I mentioned this to a friend today. So my husband and I, Mr. 40, I did a whole bunch of things off of my bucket list. So outside of investing in hula homie as a person, turns out I really love improv. So I'm doing another improv show next year. I finally have swin I never need to swim until this year. I went to the local line here and finally learned how to swing. And my husband and I, we just bought our potential retirement home in Las Vegas.
Nice. And so we are going to be trying the bicoastal situation and see if we like it and starting to try some of what could I retire early? What would that look like? I. I went to this is I'm sure the story because I went to Dave Ramsey headquarters last year and got into a debate with one of his personalities where I talked about, hey, I'm, I'm planning to retire early. And he goes, well, I don't know why he would do that. And he would be so you like, you'll just want to go back to work, whatever. And just was just like poo pooing my me wanting to try to retire early. And I said, well you know what? I'll. I'm willing to give it a shot and if I hate it too much and I'll just go back to work.
So that's the thing for 2026 is the focus is around angel investing, around figuring out what I want to personally invest in. Not just money, but time and energy and then just being an auntie. Yeah. So I'm moving on to I'm having a place in Vegas because my my niece and nephew live out there and so I want to spend more time with them, too.
Excellent. Well, Bernadette, thank you so much for coming on the show today. Tell us where people can follow you. Where's the best place to find all your great content?
Well, thank you so much for having me and being a hello voice and getting more women to think differently about money. If you want to learn more about me, you can find me at crushyourmoneygoals.com.
The book is available wherever books are sold. But right now, if you like listening to this, then the pot, the audiobook is probably for you. It's an audible. And then on social media you can find me at bernadettejoy spelled with the word debt. And Primarily I'm on YouTube and LinkedIn.
Excellent. Well, thanks so much for coming today.
Thanks so much for having me.