From D to J, from Brazil to Morocco to Nigeria and Peru

Here are the second 10 MAIA Money Changers of 2024, taking us from D to J, but also from Brazil to Morocco to Nigeria and Peru, through Singapore and the USA, featuring the founders of charities and neo-banks, influencers and cartoonists, researchers and policy makers.

The MAIA Money Changers is a list of incredible people. Join us in celebrating their work.

David Vélez

Founder and CEO of Nubank

David Vélez, Founder and CEO of Nubank , has revolutionized financial inclusion in Brazil and across Latin America by providing accessible, transparent, and user-friendly digital banking solutions. Under his leadership, Nubank has empowered millions of unbanked and underserved individuals to access financial services, breaking down barriers to economic participation.

Committed to financial education, Nubank integrates tools and resources to help users make informed financial decisions. Vélez’s innovative approach has not only transformed banking in the region but also inspired a global shift toward more inclusive financial systems. His work continues to drive economic empowerment and reduce inequality across communities.

Elaine King, MBA, CFP?

Founder of Family and Money Matters?

Elaine King, a Peruvian-born financial planner and founder of Family and Money Matters Institute? , has significantly advanced financial literacy among Latin American communities. Recognized as the 10th Most Influential Financial Advisor in Investopedia's 2023 list,? she has authored five books on personal finance and family business, providing accessible guidance to Spanish-speaking audiences.

Elaine's innovative programs and workshops empower families to achieve financial well-being, emphasizing the importance of financial education in fostering economic resilience. Her dedication to serving Latin American communities continues to inspire responsible wealth management and financial inclusion.

Fatima-Zahra Aziz

Fondation Marocaine pour l'éducation Financière

Fatima-Zahra Aziz, Executive Director of the Fondation Marocaine pour l'Education Financière (FMEF), has been instrumental in advancing financial literacy and inclusion in Morocco. Under her leadership, FMEF has launched significant initiatives, such as integrating financial education into national school curricula and organizing the annual Global Money Week, which in 2024 engaged over 750,000 young participants.

These efforts have substantially increased financial awareness among youth and underserved communities, promoting economic empowerment and resilience. FMEF's Entrepreneurial Education project was recognized as the runner-up for Best Project in a Developing Economy at the MAIA Awards in 2024.

Haley Kowalewski

Femme Financial Coaching

Haley Kowalewski, founder of Femme Financial Coaching , has become a leading advocate for women's financial literacy in the United States. Since launching Femme Financial in 2020, she has built a community of over 300,000 followers across Instagram and TikTok, providing accessible education on budgeting, saving, and investing.

Haley's mission is to empower women to achieve financial independence and bridge the gender wealth gap. Her engaging content and personalized coaching have enabled thousands of women to take control of their financial futures, fostering long-term economic resilience and inclusion.

Haley Sacks (Mrs. Dow Jones)

“Mrs. Dow Jones”?

Haley Sacks, known as Mrs. Dow Jones, is a prominent financial literacy advocate who has redefined financial education for younger generations. Through her platform, Finance Is Cool , she combines humor and pop culture to make financial concepts accessible and engaging. Her innovative approach has attracted over 1.4 million followers across social media platforms.

Recognized for her influence, Haley was named to Fortune's 40 Under 40 list in 2020 and Money.com's 2023 Changemakers. Her work has been featured in major media outlets, including The New York Times, Yahoo Finance, and Forbes, highlighting her impact on financial literacy and inclusion. By demystifying finance, Haley empowers a global audience to achieve financial independence and resilience.

Hanaa Almoaibed, PhD

Associate Fellow at Chatham House?

Dr. Hanaa Almoaibed, Vice President for Research at nusf - The Arab Institute for Women's Empowerment in Saudi Arabia and Associate Fellow at Chatham House , is a leading advocate for financial literacy and economic inclusion, particularly for women in the Arab world.

She co-hosts The TWENTY30 Podcast , a podcast exploring Saudi Arabia's social and economic transformations, amplifying discussions on women’s empowerment and financial education. Her initiatives focus on dismantling systemic barriers and equipping women with the skills and knowledge necessary for financial independence. Dr. Almoaibed's multifaceted efforts continue to inspire long-term social and economic transformation, fostering equity and opportunity across the region.

He Ruiming

Co-creator of The Woke Salaryman???

He Ruiming, Co-founder of The Woke Salaryman in Singapore, has redefined financial literacy for younger generations through relatable, accessible, and visually engaging content. His work demystifies complex financial concepts, empowering readers to take control of their financial futures. With a focus on topics like saving, investing, and career growth, The Woke Salaryman has reached millions across Asia, sparking important conversations about financial well-being. By blending humor and practical advice, Ruiming has created a platform that transcends cultural and economic barriers, fostering financial inclusion and equipping individuals with tools to build long-term financial resilience and independence.

Imade Bibowei-Osuobeni

Public Policy and Digital Economy Adviser?

Imade Bibowei-Osuobeni, Executive Director of Tech Herfrica , is a leading advocate for financial literacy, inclusion, and digital empowerment in Nigeria. At Tech Herfrica, she champions initiatives to bridge the gender gap in technology, equipping women with essential digital and financial skills.

In her role at THE NEW INSTITUTE , she explores the impact of digital support on business growth and sustainability within the OKOBI framework, which emphasizes shared entrepreneurship and collective prosperity. Her work focuses on enhancing access to financial services and digital literacy for underserved communities, fostering inclusive growth and inspiring long-term social and economic transformation.

Jeroo Billimoria

Schwab and Ashoka Fellow?

Jeroo Billimoria, a social entrepreneur based in the Netherlands, is a globally recognized leader in financial literacy and inclusion. As the founder of Aflatoun International , she has empowered millions of children and young people in over 100 countries with social and financial education, equipping them with life skills to break the cycle of poverty.

At Schwab and Ashoka Fellow, she has also founded impactful initiatives like Child & Youth Finance International, promoting financial inclusion for youth globally. Jeroo’s innovative, scalable programs continue to create lasting change, fostering financial empowerment and resilience for vulnerable populations across generations and geographies.

John Hope Bryant

Founder and CEO of Operation HOPE?

John Hope Bryant, founder and CEO of Operation HOPE , has intensified efforts to promote financial literacy and inclusion across the United States. In 2023, the organization’s “1 Million Black Businesses” (1MBB) initiative, launched in partnership with Shopify, supported over 88,000 new Black-owned businesses in its first quarter alone, aiming to establish one million such enterprises by 2030.

Additionally, Bryant was appointed National Vice Chair of No Labels, a bipartisan movement addressing critical national challenges. Through initiatives like HOPE Inside and his tireless advocacy, Bryant continues to foster economic empowerment, bridge the racial wealth gap, and create generational opportunities.

The MAIA Money Changers list celebrates individuals and organizations who have made significant strides in reshaping the landscape of financial literacy and inclusion. The list is compiled with the goal of recognizing those who are not only challenging conventional views on money and finance but also creating tangible change that empowers individuals and communities worldwide. By highlighting these changemakers, we aim to inspire further innovation, collaboration, and growth within the field, fostering a future where financial knowledge is accessible to all. The Money Changers are selected by the MAIAs team based on their leadership, impact, and dedication to improving financial education, transforming attitudes, and dismantling barriers to financial empowerment.

The full list of 50 MAIA Money Changers goes live on maiawards.org on Tuesday, 31st December.

The MAIA Money Changers does not replace The Money Awareness and Inclusion Awards, which are submissions-based and judged by an esteemed external panel.