How to Honor Both People and Profit with Vanessa Santos, Entrepreneur, Investor, Community Builder, Writer
Many people say business isn’t personal, but for Vanessa Santos, nothing could be further from the truth. To her, everything is a transaction, whether it’s a personal connection or a business deal. When she became CEO and Partner of #WeAllGrow Latina, Vanessa made it a point to live by that philosophy by engaging in meaningful exchanges of spirit, profit, and energy.
Today, we’re exploring how she intentionally balances purpose and profit and how she and her business partner, founder Ana Flores, led through the company’s sale earlier this year. (Special thanks to our peer, Giovanna González, for recommending the Locatora Radio interview that inspired this conversation.)
Vanessa Santos is a conscious business architect, keynote speaker, investor, and trusted advisor who has scaled and exited 8-figure businesses. As the former CEO & Partner of #WeAllGrow Latina (acquired in 2025), she helped propel the platform into the most recognized community for Latinas in the U.S., and over its 14-year history, channeled more than $20 million into the Latina economy while creating 30,000+ professional pathways for Latina changemakers and entrepreneurs.
With two decades of experience leading global expansions, architecting award-winning campaigns, and driving cultural impact, Vanessa is known for her candid perspective on what it really takes to succeed as a woman of color in business. Her work interweaves well-being and leadership, guiding founders and executives to scale without losing themselves in the process.
Today, she writes Letters from the In-Between while building her next venture from a place of consciousness and clarity. She continues to advise and speak to global audiences about conscious leadership, sustainable scaling, and the future of women founders in business.
In this week’s episode, Vanessa Santos shares why she views money as energy and how she made the best decision she could with her partner when selling #WeAllGrow Latina. Vanessa’s view of money and community is not based on anything performative. Instead, she views it as an intelligent long-term strategy, a strategy that has benefited her both in the corporate world and as a partner in a new company. Her mission to be effective and alchemize money into opportunities has led her to invest in successful, conscious companies. Tune in to hear how Vanessa honors both people and profit in her business practices and how she’s managing her era of being in between.
Follow Vanessa on Instagram @vanessasantosfein and on her LinkedIn.
Follow #WeAllGrow Latina on Instagram @weallgrowlatina and inside their membership.
Follow Moneda Moves on Instagram: @MonedaMoves
Follow your host Lyanne Alfaro on Instagram: @LyanneAlfaro
Main podcast theme song from Premium Beat. Our music is from Epidemic Sound.
