FoundHer FundHers July: Arlyne Chinyanganya on Financial Confidence, Wealth Building and Breaking the Silence Around Money

Welcome to the latest edition of FoundHer FundHers, the STYLISA FoundHers series exploring the realities of money, funding, wealth and financial empowerment through the voices of women who are helping to shape the conversation.

For this interview, I sat down with Arlyne Chinyanganya, founder of Roots to Froots, a financial wellness company dedicated to helping individuals and organisations build healthier relationships with money. From financial confidence and wealth building to the impact of community and financial education, Arlyne shares powerful insights on why financial wellbeing is about far more than numbers. It is about choice, confidence and creating opportunities for ourselves and future generations.

Please note: A glossary of key terms and acronyms used in this interview is included at the end of this interview, for ease and clarity.

Arlyne Chinyanganya, founder of Roots to Froots, helping people build confidence, knowledge and healthier relationships with money.

For readers who may be discovering you for the first time, how would you describe the work you do through Roots to Froots?

Roots to Froots is redefining financial wellness with a fun, engaging and community-driven approach to financial education. Unlike traditional financial institutions that focus on rigid, one-size-fits-all solutions, we empower individuals and businesses by breaking down financial topics into simple, relatable and actionable steps.

Our unique model integrates interactive workshops, one-on-one coaching and digital learning tools to tackle the financial literacy gap. Through partnerships with organisations like HSBC, Lloyds Bank, PensionBee, Huckletree, Foundervine and the UK Black Business Show, we have reached over 8,000 individuals with financial wellness workshops.

A little about me and the brand: I am Arlyne Chinyanganya, a CIMA-qualified accountant and financial coach, founder of Roots to Froots Financial Wellness, Top 50 Women in Accounting 2024/25, Financial Times Award Nominated 2026, and host of the From Roots to Froots podcast. We run an active events programme across London, Birmingham and Manchester with partners including Black Equity Organisation, Huckletree and Aston University's Centre for Personal Financial Wellbeing.

What sets us apart is our inclusive, culturally aware and technology-driven approach. We focus on women, Black entrepreneurs and underrepresented communities, ensuring financial education is accessible to those who need it most. Our financial wellbeing programmes for businesses have also helped employers enhance productivity and reduce financial stress among their employees.

At Roots to Froots, we do not just teach finance. We empower people to take control of their financial futures with confidence.

What first drew you into the world of finance, and was financial education always the space you imagined yourself building in?

I studied Business and Finance at university with the intention of going into investment banking, but I soon realised that the culture was not the right fit for me. Fortunately, I landed a graduate scheme with the NHS, which gave me the support to study CIMA, and I qualified as a Chartered Accountant in 2017.

Starting a business was never part of the plan, especially after the demanding years of studying and working in finance simultaneously. It was the pandemic that changed everything. Seeing the devastating impact it had on people's financial stability made me want to do something meaningful. Roots to Froots began as a Zoom webinar, and from there I took my time researching the industry, setting up operations and establishing a clear commercial model from what started as just an idea.

The work we have done with Roots to Froots has transformed lives. The results speak for themselves from couples saving enough to get on the property ladder to women paying off their debts in record time. Our 5 star events and workshops have truly transported lives. I am happy I got over the imposter syndrome and just started the business.

I also never thought I’d be a finfluencer but 70 From Roots to Froots podcast episodes in, I’m glad I started it because I meet people that have listened and see that I’m serving them through this content.

You are a qualified accountant, financial wellness coach, speaker and founder. How have those different parts of your experience shaped the way you talk about money today?

My experience working in finance roles at Merlin Entertainment, giffgaff and Virgin Media O2 taught me how to explain complex financial topics to non-finance stakeholders in a way that was clear and accessible. The organisational skills, communication, teamwork and resilience I developed in those roles have all been essential in running my own business.

Arlyne is on a mission to empower more women through financial confidence, education and wealth-building.

Leaving corporate life was not easy. Cash flow became very real very quickly, because you can have the most brilliant idea in the world but without money to sustain it, you have no business. That experience is a big part of why I now offer courses on cash flow management.

Public speaking was another area I had to grow into. As an introvert, it did not come naturally to me, but with consistent practice I have built it into a genuine income stream. I am proof that you do not have to be a natural to become effective.

The community Roots to Froots has nurtured over six years is something I am incredibly proud of. Our flagship event, EmpowerHer, holds five-star reviews because we take feedback seriously and act on it. That commitment to continuous improvement is something I learned directly from working with award-winning businesses.

Roots to Froots is built around making people feel more comfortable talking about money. Why do you think so many people still find those conversations difficult?

Money is deeply emotional and for many people it is tied to shame, fear and a sense of identity. If you grew up in a household where money was scarce or never discussed openly, you carry that silence into adulthood. There is also a cultural layer to this. In many communities, particularly Black and South Asian communities, talking about money is seen as taboo or even rude. Add to that the financial industry’s historically intimidating and exclusive language and it is no wonder people shut down before the conversation even begins.

Social media has added another dimension to this. When people see others living visibly successful lives online, it can create a deep sense of falling behind. Many feel ashamed and fear being judged for not keeping up with other people’s lifestyles, their peers or the curated images they see every day on their screens. That comparison culture makes honest money conversations even harder.

At Roots to Froots we create spaces where people can talk about money without judgement. We also run a book club as a gentle entry point into these conversations, because when you read about someone else’s financial experience and you relate to it, it breaks down a wall. Suddenly you realise you are not alone, and that realisation is often what gives people the courage to open up. I genuinely believe that the conversation itself is the first step to change.

When you speak to individuals, founders or business owners about money, what are some of the common patterns or challenges you see coming up again and again?

The pattern I see most often is avoidance. People know something is not right with their finances but they keep postponing looking at the numbers because they are afraid of what they will find. This is where financial empowerment comes in. We encourage people to take ownership over their finances. Our 1 to 1 coaching sessions work well with clients needing more confidence.

I also see a lot of undercharging, especially among women founders who have not yet connected their pricing to their worth. Another recurring challenge is mixing personal and business finances, which makes it almost impossible to understand whether a business is actually profitable. And then there is the feast and famine cycle, where income is inconsistent and there is no financial buffer to smooth it out. These are not unique problems but they are solvable ones, and that is exactly where Roots to Froots comes in.

We have a Cashflow templates and resources to support small business owners to manage inconsistent Cashflow. 

FoundHer FundHers is very interested in the gap between having ambition and having the financial confidence to act on it. What does financial confidence mean to you in real terms?

Financial confidence is not about having a lot of money. It is about understanding your numbers well enough to make decisions without panic. It means knowing your monthly expenses, understanding your cash position, being able to price your services properly and not apologising for it. In real terms it looks like a woman who walks into a funding conversation and can articulate her revenue model clearly. It looks like a founder who does not freeze when an investor asks about her margins.

I always say that confidence follows competence. Once you understand the basics and start applying them consistently, the confidence builds naturally. That is the transformation I work towards with every client.

You’ve spoken about the importance of moving from survival mode into planning for the future. For someone who feels financially overwhelmed or stuck in firefighting mode, what do you think the first step towards regaining control usually looks like?

The first step is always awareness. You cannot plan your way out of chaos without first understanding what you are dealing with. I encourage people to do what I call a financial audit, which is simply sitting down and writing out what is coming in, what is going out and what you owe. It sounds basic but most people have never actually done it in one sitting. That single exercise shifts something psychologically because you move from vague anxiety to concrete information. From there you can start making decisions. Overwhelm thrives in the fog. Once you have clarity, even if the picture is uncomfortable, you have something to work with.

A lot of founders are brilliant at building the thing, but less confident when it comes to pricing, cash flow, forecasting or asking for money. Where do you think that disconnect comes from?

It comes from the fact that most founders are trained in their craft, not in running a business. A brilliant designer, coach or product builder has spent years developing their skill but nobody taught them how to read a cash flow statement or build a financial forecast. There is also a mindset piece around money and deservingness, particularly for women and people from underrepresented backgrounds who have often been made to feel like big financial ambitions are not for them. Asking for money, whether from a client or an investor, requires a certain level of self-belief that the financial system has historically not nurtured in everyone equally. My job is to close that gap with practical tools and a safe space to build that confidence.

What do you think women, particularly women from underrepresented backgrounds, are not always taught early enough about money, business and financial decision-making?

They are not taught that wealth building is for them too. Things like investing, pension planning, property ownership and building assets are often presented as concepts for other people, usually older, wealthier, often white men. Women from underrepresented backgrounds also rarely see themselves reflected in financial media or advice, which creates a subconscious message that those conversations are not theirs to have.

Beyond that, nobody teaches us how to negotiate, how to set financial goals for ourselves rather than just our families, or how to separate our self-worth from our net worth. These are the conversations I try to have openly and regularly because they are long overdue.

Through Roots to Froots, you work with individuals, businesses, startups and organisations. How does financial wellness change when we look at it not just as a personal issue, but as a workplace, community and business issue?

When we zoom out, financial stress becomes a collective issue very quickly. An employee who is worried about debt or struggling to make rent is not able to show up fully at work. A founder who is avoiding her numbers is not able to lead her team with clarity. A community where financial literacy is low is more vulnerable to predatory products, poor credit decisions and generational cycles of financial instability. Financial wellness in the workplace reduces absenteeism and increases productivity. In communities it builds resilience and reduces dependence. I have seen the ripple effect firsthand.

When one woman in a room gets financially empowered she goes home and has different conversations with her children, her partner, her peers. That is the systemic change I am working towards.

You have also worked with small businesses and startups around investor readiness, business planning and growth. What do you think makes a founder financially ready for bigger opportunities?

A financially ready founder knows her numbers without having to look them up. She understands her revenue model, her margins, her burn rate if applicable, and she has a realistic view of where the business is headed. Beyond the technical knowledge, she has done the inner work around money and no longer shies away from financial conversations. She has a clean financial foundation, meaning her business accounts are separate, her records are up to date and she can present a credible financial narrative. Investors are not just buying into an idea. They are buying into the founder's ability to steward capital responsibly. That credibility is built long before you walk into the room.

What role do community, networks and safe spaces play in helping people become more open, honest and empowered around money?

They are everything. Most people will not admit their financial struggles in isolation because shame thrives in silence. But put someone in a room or a WhatsApp community of women who are navigating similar challenges and suddenly the walls come down. People start asking the questions they were too embarrassed to Google. They start sharing what worked and what did not. They start holding each other accountable. That peer-led energy is at the heart of everything we do at Roots to Froots. Our EmpowerHer events and our Money Monday community series are built on the understanding that financial empowerment is not a solo journey. We grow faster together.

You host the From Roots to Froots podcast and create a lot of educational content. What have those conversations taught you about the stories people carry around money?

The podcast has been one of the most revealing parts of this journey. What I have learned is that almost everyone has a money story rooted in childhood, whether it is scarcity, secrecy, a parent's bankruptcy or simply never being taught. Those early experiences shape how we earn, save, spend and invest as adults in ways we often do not even realise. I have spoken to high earners who still feel broke because of a scarcity mindset they picked up at seven years old. I have spoken to women who sabotage their success because deep down they do not believe they deserve financial abundance. The content I create is always trying to meet people at the level of their story, not just their spreadsheet.

The lessons learned from successful business owners is resilience. They didn’t give up, they studied, pivoted and took breaks but they didn’t give up. I believe that’s the secret to success.

What would you like to see change in the way financial education is delivered, especially for people who have historically been excluded from those conversations?

I want to see financial education that is culturally relevant, community-led and delivered in formats that actually reach people where they are. That means moving beyond the classroom and the boardroom and into community centres, social media, workplaces and trusted networks. It means having educators who look like the people they are teaching. It means stripping the jargon out and making the content genuinely applicable to real life situations, not hypothetical ones.

I would also love to see financial education embedded into schools much earlier and taught alongside life skills. And frankly I want to see more funding directed toward grassroots organisations like Roots to Froots that are already doing this work effectively and with cultural competence.

Finally, what three pieces of advice would you give to women who want to feel more confident, informed and in control of their financial future?

First, start with awareness. Open the accounts, look at the statements and know exactly where you stand today. Knowledge is not always comfortable but it is always more powerful than avoidance.

Second, invest in your financial education before you invest in anything else. Whether that is attending a workshop, listening to a podcast or working with a coach, building your financial literacy is the highest return investment you will ever make.

Third, find your community. You do not have to figure this out alone and you should not have to. Surround yourself with women who are having honest conversations about money, who celebrate each other's wins and hold each other accountable. That collective support will move you further than any spreadsheet ever could.

A massive thank you to Arlyne Chinyanganya, for agreeing to be interviewed for FoundHer FundHers, and becoming a part of the STYLISA FoundHers community. If you’re interested in finding out more about her work:

Connect with Arlyne on LinkedIn

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FoundHer FundHers Glossary: July Edition

Because understanding the language is half the battle.

• Burn Rate The rate at which a business spends money over a period of time, particularly before it becomes profitable. Founders often track burn rate to understand how long their available funds will last.

• Cash Flow The movement of money in and out of a business or household. Positive cash flow means more money is coming in than going out.

• Cash Flow Forecast A projection of future income and expenses that helps businesses plan ahead and avoid financial shortfalls.

• Chartered Accountant A qualified finance professional who has completed specialist training and examinations and is recognised by a professional accounting body.

• CIMA The Chartered Institute of Management Accountants. A globally recognised professional body for management accountants.

• Financial Audit A review of your finances, including income, expenses, debts and savings, to gain a clear understanding of your financial position.

• Financial Confidence Having enough understanding of your finances to make informed decisions without fear, panic or uncertainty.

• Financial Literacy The knowledge and skills needed to understand and manage money effectively, including budgeting, saving, investing and borrowing.

• Financial Wellbeing A state in which a person feels secure and in control of their finances, both now and in the future.

• Founder A person who starts and builds a business.

• Imposter Syndrome The feeling that you are not as capable or qualified as others perceive you to be, despite evidence of your achievements.

• Invetor Readiness The process of preparing a business to seek investment by ensuring financial records, growth plans and business fundamentals are in place.

• Margins The difference between revenue and costs. Margins help businesses understand how much profit they make from their products or services.

• Net Worth The value of everything you own (assets) minus everything you owe (liabilities).

• Pension Planning Preparing financially for retirement by contributing to pension schemes and building long-term savings.

• Pricing Strategy The method a business uses to determine how much it charges for its products or services.

• Revenue Model The way a business generates income.

• Wealth Building The process of growing assets and financial resources over time through saving, investing, business ownership and other income-generating activities.

• Wealth Gap The unequal distribution of wealth between different groups within society, often influenced by factors such as race, gender, geography and access to opportunity.

Key Takeaways from Arlyne Chinyanganya

Financial confidence starts with understanding your numbers

Confidence is not about having all the answers. It comes from knowing where you stand and making informed decisions based on facts rather than fear.

Avoidance keeps people stuck

Many financial challenges become harder because they are ignored. Clarity is often the first step towards regaining control.

Wealth building is for everyone

Investing, pensions, property ownership and asset building should not feel out of reach or reserved for other people.

Community accelerates progress

Financial empowerment is rarely a solo journey. Learning alongside others creates accountability, support and confidence.

Financial education is one of the best investments you can make

The more you understand money, the better equipped you are to make decisions that support your future.