We recently connected with Doina Oncel and have shared our conversation below.

Doina, thanks for joining us, excited to have you contributing your stories and insights. How did you come up with the idea for your business?

The Story Behind My Business: From Survival to Financial Empowerment

The idea for my business was born out of my own financial rock bottom. I have been a single mother for 17 years, trying to make sense of a world that seemed designed to keep me broke. I was $60,000 in debt. I was homeless. I was on welfare. And beyond the numbers, I was lost, emotionally drained, and terrified of money because I didn’t understand it.

I remember going to the bank one day, hoping they could offer me some kind of guidance, only to be told there was nothing they could do because I did not have the portfolio they were looking for, even though my goal was to get the help to obtain a finance portfolio that would get me out of debt. I reached out for help again and again but no one seemed to have the answers that worked for someone like me. When I finally went through a consumer proposal, the financial literacy training I was given was painfully basic: “Spend less than you make.” That was it. No one talked about mindset, trauma, or what it really takes to rebuild when your relationship with money is rooted in survival and shame.

So, I started teaching myself. I became obsessed with learning how money truly works, not just the math of it, but the meaning behind it. I dove into everything I could get my hands on: real estate investing, insurance, the stock market, index funds, mindset work, and the psychology of wealth. And as I applied what I learned, my life began to change.

Slowly, I dug myself out of debt. In ten years I became a homeowner. I built savings and investments. And most importantly, I taught my children how money works, not just how to earn it, but how to think differently about it. Today, they’re financially empowered, and breaking cycles I once thought were unbreakable.

That transformation lit a fire in me. I realized I wasn’t the only woman who had been left behind by traditional financial systems. There are countless women, many of them single moms, many of them successful professionals, who make good money but still feel like they’re barely getting by. Not because they’re not capable, but because they’re carrying emotional and generational baggage about money. They’ve been told stories like “money isn’t for people like us,” or “being rich makes you greedy,” or “it’s better to be a good person than a wealthy one.”

That’s the problem I decided to solve.

I created my business to bridge that gap — to teach financial literacy in a trauma-informed, heart-centered way. Because yes, the numbers matter. But so does the mindset. You can’t budget your way out of a belief that tells you you’re unworthy of wealth.

What makes my approach unique is love. I don’t believe in scaring people into saving or shaming them for what they don’t know. I believe in creating safe spaces for women to heal their relationship with money, to ask questions without judgment, to share their fears, and to rebuild from a place of empowerment, not guilt.

I knew this was a worthwhile endeavour because I had lived the problem I now help solve. I know what it feels like to have nothing and still dream of more. I know the power of financial education and emotional healing when they come together. And I know that when women are financially empowered, entire generations change.

That’s why I do this work, not just to teach about money, but to transform how women feel about it. To help them replace fear with freedom, scarcity with abundance, and shame with self-trust.

Because if I could go from homeless and $60,000 in debt to a homeowner and legacy builder, I know every woman can rewrite her financial story too — with the right tools, the right mindset, and the right kind of love guiding her.

Doina, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

For those who may not know me yet, my name is Doina Oncel, and I’m the founder of Money Made, a financial education and coaching brand that helps ambitious women, parents, and couples rebuild their relationship with money so they can create lasting wealth and confidence.

My path into this work wasn’t traditional. I didn’t come from wealth, and I definitely didn’t grow up understanding money. I became a single mother of two and spent 17 years raising my daughters alone. During that time, I faced some of the hardest financial challenges of my life — I was $60,000 in debt, homeless, and living on welfare. I didn’t just struggle financially; I struggled emotionally. I felt shame, fear, and hopelessness.

When I tried to get help, the system failed me. The only “financial literacy” I received was being told to “spend less than I make.” No one taught me how money really works or how to rebuild when your self-worth and finances are both broken. So, I decided to take matters into my own hands.

I immersed myself in learning about money, everything from real estate investing and insurance to the stock market, index funds, and financial psychology. But what truly changed my life wasn’t just learning how to budget or invest, it was shifting my money mindset. I realized that many of our financial problems stem from emotional wounds, generational patterns, and beliefs about what we “deserve.”

Over time, I rebuilt my life. I became a homeowner, cleared my debt, built investments, and, most importantly, taught my daughters about money so they could have a better start than I did. Watching them grow into financially confident young women is one of my proudest accomplishments, because they are living proof that when one woman heals her relationship with money, she changes the trajectory for generations.

What I Do and Who I Help:

Today, I’m proud to work as a financial coach and educator, offering one-on-one Financial Roadmap Sessions. These sessions are designed to help:

Women who want to heal from financial trauma and build confidence with money.

Parents and couples who want to get on the same financial page and model healthy money habits for their children.

Women business owners who want to align their business finances with their personal goals and values.

Each session is personalized, no cookie-cutter advice here, and focuses on helping clients create a clear plan for their money while transforming how they think and feel about it.

The Problems I Solve:

I help people who feel stuck, scared, or ashamed about money. Most of my clients come to me believing that wealth is for “other people.” They’ve tried budgeting apps, money challenges, and even therapy, but still feel emotionally disconnected from their financial goals.

Through my work, I help them:

See that their situation isn’t permanent — that transformation is possible no matter where they’re starting from.

Detach their identity from their financial past — they are not their mistakes, their debt, or their shame.

Learn to love themselves again, even while rebuilding.

Understand the energetics and emotions behind money, not just the numbers.

Follow a practical, actionable financial plan that feel aligned, not overwhelming.

In short: I make money feel possible again.

What Sets Me Apart:

What makes my work different is that I lead with love, empathy, and lived experience. I don’t teach from a textbook, I teach from truth. I’ve been in the trenches. I know what it’s like to cry over a bank statement, to feel unworthy of wealth, and to wonder if things will ever get better.

Because I’ve been there, I approach financial education through a trauma-informed, heart-centered lens. My coaching blends practical money management with mindset work, emotional healing, and empowerment. Clients don’t just walk away with a budget, they walk away with peace, confidence, and self-trust.

What I’m Most Proud Of:

I’m most proud of the transformation — mine and my clients’. I’ve had the privilege of watching women pay off massive debts, buy homes, open businesses, and feel genuinely good about money for the first time in their lives.

I’m proud that I did the work myself — that I rose from being homeless and in debt to building a life rooted in purpose and abundance. And I’m deeply proud that my daughters are carrying that torch — they understand money, independence, and self-worth in ways I never did at their age. That’s legacy.

What I Want People to Know About My Work:

I want people to know that money doesn’t have to feel complicated or shameful. You can start over at any point in your life and still build wealth. Financial freedom isn’t about being perfect; it’s about being aware, intentional, and kind to yourself through the process.

My mission is simple: to help women and families feel safe, confident, and empowered around money, because when you change your financial story, you change your entire life.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Books That Shaped My Mindset and Business Philosophy

There are several books that have deeply influenced how I think about business, leadership, and the way I show up as an entrepreneur and money coach. Each of these books has, in some way, shifted my mindset not just about success, but about why I do what I do, how I lead, and what kind of energy I bring into my work.

1. Start with Why by Simon Sinek

This book completely transformed how I think about purpose. Sinek’s philosophy, that people don’t buy what you do, they buy why you do it, became the foundation for my business. It reminded me that my mission isn’t just about teaching financial literacy; it’s about helping people reconnect with their sense of worth and possibility through money. When I read Start with Why, I realized that my “why” is rooted in love, empowerment, and legacy. That’s what keeps me grounded when things get challenging, knowing I’m building something bigger than myself.

2. Crucial Conversations by Joseph Grenny

This book taught me the art of communicating with grace and courage, even when the stakes are high. As a coach, I often help clients confront painful truths about their financial habits, fears, or limiting beliefs — conversations that can be uncomfortable but necessary for growth. Crucial Conversations helped me understand how to approach these discussions with empathy, clarity, and emotional intelligence. It’s not just about what you say, but how you say it and how you make others feel safe enough to transform. This has been vital not only in coaching but in how I manage relationships, collaborations, and even parenting.

3. Rich Dad, Poor Dad by Robert Kiyosaki

This was one of the first books that opened my eyes to the idea that wealth isn’t about how much you make, it’s about how you think about money. Kiyosaki’s lessons on financial education, assets vs. liabilities, and the power of ownership helped me shift from survival mode to strategic thinking. Reading Rich Dad, Poor Dad was like learning a new language, the language of wealth-building. It’s one of the reasons I became so passionate about teaching others financial literacy, especially women who were never given that kind of knowledge growing up.

4. Abundance: The Inner Path to Wealth

This book completely reframed how I view the concept of wealth, not as something limited or scarce, but as something infinite when we align with the right energy and intention. Chopra’s teachings on abundance reminded me that financial success is an extension of inner wholeness. When I began living from a mindset of abundance instead of lack, everything in my business shifted, from opportunities to client connections. It’s a philosophy I now pass on to my clients: abundance starts within.

5. Relentless by Tim S. Grover

This book is pure fire. Grover’s unapologetic message about discipline, grit, and excellence hit me hard. He talks about pushing beyond limits, not to impress others, but to rise to the standard you set for yourself. As a single mom turned entrepreneur, that relentless spirit is something I live by. Relentless taught me that consistency beats motivation, and that resilience isn’t built when life is easy, it’s forged in the moments when you want to give up, but don’t.

Each of these books has shaped a different part of who I am — the visionary (Start with Why), the communicator (Crucial Conversations), the wealth builder (Rich Dad, Poor Dad), the spiritual leader (Abundance), and the warrior (Relentless). Together, they’ve given me the balance of heart and hustle I bring into everything I do through Money Made.

How about pivoting – can you share the story of a time you’ve had to pivot?

One of the biggest pivots in my life started when I left Romania and came to Canada at 19 years old. I didn’t speak the language, didn’t understand the culture, and had no idea how to navigate this new world I was in. I had to start from scratch and not just learning English, but learning how life worked in Canada.

It wasn’t easy. Everything felt unfamiliar, and success seemed like something only other people could have. But I was determined to make it. I knew deep down that I wanted to work with people — especially women — because of what I had witnessed growing up. In Romania, I saw how women were often silenced, overlooked, and held back by systems that didn’t see their full potential. I remember thinking even then, there has to be a better way.

But purpose doesn’t always show up fully formed. It reveals itself in pieces.

When I first arrived in Canada, people told me that if I wanted to make money, I should become a hairdresser. So I did. I worked as a hairstylist for over ten years. And while I was cutting and colouring hair, I realized something, I was really good at listening. My clients opened up to me about their lives, their marriages, their insecurities, and their dreams. I used to joke that I was “the therapist they didn’t have to pay.” Looking back, that was my first clue that my purpose was deeper than the work I was doing.

After that, I worked with children for a while, thinking maybe that was where I was meant to be. But again, I felt the same tug — I was helping, yes, but I wasn’t yet home.

That’s when I decided to study social work, focusing on a feminist perspective. I wanted to understand trauma, systems, and how to truly support women in rebuilding their lives. I eventually became a counsellor, working directly with women who had experienced trauma. It was meaningful work, but still, something felt missing, I wanted to create larger impact.

So I pivoted again. I launched my own digital marketing company, helping small businesses share their stories and reach the right people. Through that experience, I realized how powerful messaging can be and how the right words can open doors, inspire action, and change lives.

Then I founded my own charity, which I led for 13 years. It focused on women’s empowerment and youth leadership, helping girls believe in their power and potential. It was a movement built on courage, confidence, and community.

And yet, after years of advocacy and leadership, I still felt one major gap that no one was talking about enough — money. I had seen women heal emotionally, socially, and spiritually, but still struggle financially. And I realized that no amount of empowerment feels sustainable if you’re not financially stable.

That’s when I made my final and most aligned pivot into financial literacy and coaching.

To truly understand the financial system and how to help others navigate it, I earned my Financial Advisor Licence. That experience completely transformed how I saw money. It wasn’t just about numbers or investments, it was about power, protection, and possibility. It helped me connect the dots between financial systems, psychology, and empowerment in a way that finally made everything click.

Everything I had done up to that point, from hairdressing to social work to marketing to running a nonprofit, had been preparing me for this moment. Because at the heart of it all, my work has always been about one thing: helping women see what’s possible for them.

Today, through my brand Money Made, I help women and parents transform their relationship with money — not just through financial education, but through mindset and healing. I teach them that they are not their financial past, that wealth is not reserved for a chosen few, and that understanding money is one of the most powerful ways to reclaim your freedom.

Looking back, every pivot taught me something essential — resilience, communication, empathy, and leadership. But the greatest lesson of all is this: every detour was divine. Each chapter prepared me for the work I was meant to do — helping women build wealth with confidence, love, and purpose.

Because when women understand how money works and have the confidence to make empowered decisions, that’s how we change families. That’s how we change communities. And that’s how we change the world.

Contact Info:

• Website: https://doinaoncel.com
• Instagram: https://www.instagram.com/moneymadeclub
• Linkedin: https://www.linkedin.com/in/doinaoncel
• Youtube: https://www.youtube.com/@MoneyMadeClub
• Other: https://substack.com/@doinaoncel