Alma Rojas, Financial Coach

Alma Rojas, Implementation Lead

Implementation Lead

Alma Rojas

Implementation Lead, Alma Rojas, first joined The Financial Clinic for its 2015 tax season as an Intake Counselor for a Lower East Side VITA site. She returned that summer as a SNAP benefit enroller, before becoming a part of the Direct Services team as a financial coach in December 2015.

As Implementation Lead, Alma works with the Clinic’s workforce development partners through WorkBOOST NYC. She assists in training and supports frontline staff to embed financial security strategies into their work, and offers bilingual one-on-one coaching services to jobseekers with more complicated financial concerns. 

Working closely with the Research and Policy team, Alma has tested new surveys of customers from prestigious institutions like the Center for Financial Security and Consumer Financial Protection Bureau, piloted new financial technology products, translated facets of the Change Machine platform into Spanish, and helped with the Clinic’s written testimony for a NYC Council hearing supporting increased financial education for women, older adults, and immigrants. 

Before the Clinic, Alma worked with the New York City Financial Network Action Consortium (NYCFNAC)’s VITA tax program in several capacities, as well as several seasonal positions with major event venues in NYC. She holds a BA in American Studies with a minor in Latin American and U.S. Latino/a Studies from Fordham University-Rosehill.

Although she was born in Mexico, she was raised in the South Bronx, where she still resides, and reads every story and narrative she can get her hands on.  Whether it’s a movie, television show, book or music – she often says she consumes too much media for her own good!