Alma Rojas, Financial Coach

Alma Rojas, Financial Coach

Financial Coach

Alma Rojas

Financial coach, 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 in her current role in December 2015.

As a bilingual financial coach, Alma offers one-on-one counseling to individuals and families at 4 sites located throughout New York City. She also does periodic outreach in conjunction with the Clinic’s partner sites and facilitates financial coaching workshops for small groups of customers.

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 with her 24-year-old turtle, Hugo, 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!