Britt Williams Baker is an innovative force in financial education and empowerment, dedicated to helping women+ gain confidence and control over their finances. This Bay Area based co-founder of Dow Janes is on a mission to close the gender wealth gap. Through Dow Janes, Britt, alongside co-founder Laurie-Anne King, has reached more than 30,000 women+ across the globe, empowering them to overcome debt, invest smartly, and approach wealth-building with joy and confidence. Britt’s approach is deeply rooted in practical guidance and a philosophy that financial well-being is a right, not a privilege. This conversation dives into her unique perspective on finances, personal growth, and the power of community in fostering financial freedom.
What inspired you to create Dow Janes, and how has your background influenced this journey?
The initial spark for Dow Janes came from a combination of my own experiences and a clear gap I saw in financial education for women+. I grew up with a financial education, but I know that most people’s parents don’t teach them about compound interest at the dinner table. As my friends grew up and got married, I saw more and more how women+ were being left out of conversations about wealth-building, investing, and money management. I realized that the solutions out there weren’t resonating with women+ because they weren’t designed with our unique challenges and strengths in mind. I wanted to create a space that empowered women+ financially and redefined wealth as something achievable and enjoyable rather than intimidating or stressful. Dow Janes is about changing the narrative around money for women+ so they feel financially capable, and it all began with wanting my friends to feel included and empowered.
How does Dow Janes stand out in the financial education landscape?
We offer more than just financial information; we’re a supportive community focused on transforming people’s relationships with money. Financial wellness is not just about numbers on a spreadsheet but about creating sustainable habits, reshaping beliefs around money, and building confidence. Our flagship program, Million Dollar Year, integrates behavioral psychology, personal development, and practical money skills. We create a welcoming space where people can tackle topics like debt, budgeting, and investing without judgment. We aim to make wealth-building enjoyable by framing it as a journey toward well-being rather than a checklist. Our approach is holistic, encompassing every part of an individual’s relationship with money—from how they feel about it to how they manage it daily.
What’s a typical day like for you, and how do you prioritize productivity?
My day is a mix of strategic planning, connecting with the team, and engaging with our community. I usually start my mornings with a personal ritual that grounds me—a combination of journaling and goal-setting for the day. I look at what’s most important for the day, setting three key priorities to focus on. Throughout the day, I’m connecting with our team to keep our projects moving forward, whether it’s developing new course material or refining existing programs. I also make sure to check in with our community, either through live sessions or social media, because staying connected to our members is essential for keeping Dow Janes relevant and effective. Productivity for me isn’t about doing more; it’s about doing what truly matters, which often means listening to our audience and delivering exactly what they need.
How do you cultivate new ideas and bring them to life?
I draw inspiration from the real experiences and challenges of our community. I’m always listening to what our members are saying, whether through feedback, surveys, or our live group sessions. Once I have an idea, I like to bring it to the team to brainstorm ways we can turn it into something actionable. The team then tests these ideas on a smaller scale to refine them, ensuring they’re both impactful and easy to implement. Collaborating with Laurie-Anne has been fantastic because we have a shared vision and complementary skills—she’s more focused on the psychological aspects, and I bring in the financial side. Together, we create solutions that don’t just teach financial concepts but actually resonate and stick with our members.
What’s one trend that excites you in the field of finance right now?
The movement towards financial inclusivity excites me. We’re seeing more diverse voices entering the financial space and advocating for people who were historically left out of these conversations, particularly women and other minorities. This shift is bringing more awareness to issues like the gender wealth gap, pay disparity, and financial literacy. There’s a collective understanding now that financial health is fundamental to overall well-being. The more we see financial inclusivity grow, the closer we get to a world where everyone has access to the tools they need to build wealth.
What’s a daily habit that contributes to your productivity and well-being?
For me, it’s journaling and visualization. Every morning, I spend time journaling my goals and visualizing my day. This practice keeps me aligned with my larger vision and grounded in what I’m working towards, both personally and professionally. It helps me stay focused on what really matters, prevents burnout, and brings clarity when there’s a lot going on.
What advice would you give your younger self?
Trust yourself and take more risks. When I was younger, I was always waiting for the “perfect” moment or until I felt 100% ready. But looking back, those perfect moments rarely exist. Taking calculated risks, even when you’re uncertain, is part of growth. I would also tell my younger self to stay curious and keep learning because that’s what drives meaningful progress.
What’s something you believe in that might be unconventional or unpopular?
I believe that the concept of financial “discipline” is overrated. There’s this pervasive idea that managing money is all about strict budgeting and restriction, but I don’t think that’s sustainable or enjoyable. I prefer to view financial wellness as a practice of alignment—making sure your spending aligns with what truly matters to you. Money is a tool for creating a fulfilling life, and sometimes that means allowing yourself the freedom to enjoy what you’ve earned.
What’s a practice you follow and recommend to everyone?
Automate as much of your finances as you can. Set up automatic transfers to savings, investments, and bill payments. It’s an effortless way to stay consistent and meet your financial goals without needing to think about it constantly. This practice has been invaluable to me and has helped many of our members achieve financial consistency.
When you’re feeling overwhelmed, how do you refocus?
I pause and take a break to reset, whether that’s a walk, some deep breathing, or a quick chat with someone on my team. I’ve learned to recognize that stepping away can provide a fresh perspective. After the break, I prioritize my tasks, focusing on the most impactful ones and letting go of unnecessary pressure.
What’s one strategy that’s helped you grow Dow Janes?
Community-driven content creation has been incredibly impactful for us. We actively seek feedback from our members and ask them what they’re struggling with financially. By directly addressing their needs, we create courses and content that are relevant and effective. This approach has allowed us to build trust and loyalty, which has been instrumental in growing our business.
What’s one failure you’ve faced, and what did you learn from it?
Early on, we launched a product that didn’t resonate with our audience. It was packed with valuable information, but it missed the mark in terms of relatability and accessibility. I learned that creating financial products isn’t just about delivering information; it’s about understanding the emotional journey of our audience. Now, we approach each project with a more empathetic lens, ensuring our programs are both practical and emotionally resonant.
Do you have a business idea you’d like to share with our readers?
Yes! A platform that connects women+ looking to invest with opportunities in socially responsible businesses. This platform could match investors with projects that align with their values, providing a dual benefit of financial growth and positive social impact.
What’s a tool you rely on daily, and how do you use it?
I rely heavily on ClickUp for project management. It allows us to organize tasks, delegate responsibilities, and track progress all in one place. For a collaborative business like ours, ClickUp has been invaluable for keeping everyone aligned and projects moving smoothly.
What’s the best $100 you recently spent?
I recently purchased a set of books on leadership and financial psychology. These books deepen my understanding of how mindset and behavior influence financial outcomes, which I can apply to our curriculum at Dow Janes. It’s a small investment with huge returns because it directly informs how we approach financial education.
Do you have a favorite book or podcast that’s shaped your outlook?
The Power of Habit by Charles Duhigg. This book dives into how habits work, which is incredibly relevant for financial behaviors. It helped me understand that financial wellness isn’t about drastic change but about small, consistent habits that lead to big results.
Any recent movies or series you enjoyed?
I recently watched Self Made on Netflix, about Madam C.J. Walker. It’s incredibly inspiring to see the journey of a female entrepreneur who overcame immense adversity to create a legacy. It’s a powerful reminder of resilience, grit, and vision.