Today we’d like to introduce you to Setu Shah
Hi Setu, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
My name is Setu (pronounced “Se-thu”), and I am the Founder & CEO of Financial Doula – a coaching and education platform dedicated to helping expecting parents financially prepare for the amazing journey into parenthood. My founder story is not unique in that I had a mix of professional and personal experiences plus a decent amount of luck that led me to building this incredible company.
From a professional perspective, I’m lucky to have had numerous experiences that gave me exposure to healthcare and finance – two industries that intersect at the core of Financial Doula’s mission. Personal finance was instilled in me at an early age from my accountant, immigrant father who taught me the value of every dollar. My learnings in finance and healthcare deepened throughout the years as a healthcare consultant for both large and small consulting firms and expanded further through my Master’s in Business Administration (MBA) degree from Emory University Goizueta Business School. I am lucky to have had these incredible career and educational opportunities; however, none of that would’ve been possible without the hard work and financial challenges my parents overcame as immigrants to America.
From a personal standpoint, I was blessed with a sweet baby boy in the Fall of 2022 and, yet, immediately felt the financial consequences of motherhood due to unpaid leave, lack of coverage of mental care, and job loss. Though it was immensely difficult to overcome these systemic hurdles as a new mom, I was again lucky to be in a position to learn from the situation and build Financial Doula to help others. I’m grateful for every challenge, learning, and opportunity and excited for the impact Financial Doula will have on the world!
We all face challenges, but looking back would you describe it as a relatively smooth road?
The road is almost always a bit rocky but I always try to remember that I’m lucky to be on the road! I shared a few snippets of my personal challenges in my founder story but truly the hardest part of the journey so far has been my shifting my mindset. I come from a culture where it’s standard to keep your head down, work hard, and not make any noise – particularly as a woman. Breaking through those barriers, loving myself for who I am, and trusting that what I’m doing is right for myself, my family, and the world has been a continuously evolving journey but one that is making me resilient and excited for what is to come.
Appreciate you sharing that. What should we know about Financial Doula?
Financial Doula is a small business consulting service dedicated to helping expecting and new parents financially prepare for the amazing journey into parenthood. As the sole founder, I help expecting parents through 1:1 consultations, group coaching, in-person and virtual workshops, and online courses. My support begins with helping couples understand their relationship with money and how they manage their finances as one household unit. Once that foundation is built, I guide clients on how to build their custom Baby Budget based on their unique circumstances and help create an easy-to-follow action plan that allows parents to prepare quickly and reach their financial goals. Areas considered in the Baby Budget include fertility (optional), mom and baby expenses, health insurance/medical bills, parental leave, postpartum services, childcare, taxes, insurance, investments, time management, and more.
Most first-time, expecting parents today are left to their own devices to prepare for their first child. That often means they are turning to various friends and family members who may give them conflicting information, searching Google or social media platforms and getting overwhelmed with information, consulting their employers but getting the short end of the stick, getting confused by childcare options and what’s right for their family, and forgoing necessary investments and insurance that will protect their family.
And when you dig a few layers deeper, there is bigger challenges that new parents could face – having to align as a couple on values and priorities (and finances), having to figure out what it means for one parent to “take a step back” from their career, and having to deal with what it means to set your family up for success now.
Working with me will help you solve these challenges. You’ll work with a third-party maternity & budgeting expert who truly cares about your family and is there to help you understand your money mindset and relationship with money, help you get aligned with your partner, and create one place to manage everything you need to buy and prepare in your first year of parenthood. Along the way, I’ll help you save time and money, create options and flexibility, and secure your family’s financial future. I believe all parents deserve to enjoy the beauty of parenthood without the burden of financial stress, and I’m on a mission to get every family there.
A little bit about me – I have over 15 years of finance, healthcare, and consulting experience and have an MBA from Emory University Goizueta Business School. Additionally, due to my accountant immigrant father, I have lived and breathed numbers and spreadsheets for most of my life. However, my most important job is being a mother to my sweet, two-year-old boy. I strive to be a positive role model to him every day. Alongside building a business and being a mom, I am also a dance instructor at the local YMCA and a board member of Emory’s Goizueta Women’s Alumni Group (EWG).
Financial Doula has been featured in Business Insider, Babylist, The BUMP, Newsweek, BestLife magazine, and more and built hundreds of connections in maternity, parenting, and expecting mom communities. I am excited to continue to build momentum and make an impact on growing families. Reach out anytime at info@financialdoula.com – I can wait to meet you!
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
The biggest piece of advice I’d give to those just starting out is that starting a business is a long game. Nothing happens overnight, and it takes years of consistency, motivation, and hard work to reach your goals. Budget your time and money accordingly. As someone who always aims to achieve quickly, this has been one of my biggest learnings as an entrepreneur.
Pricing:
- $150 – One-Hour Consultation
- $499 – 4-Session Financial Preparation Package
- $99 – Financial Prep for Baby 101 Course
- $29 – Financial Prep Guide for New Parents
Contact Info:
- Website: https://www.financialdoula.com/
- Instagram: https://www.instagram.com/financialdoula/
- Facebook: https://www.facebook.com/yourfinancialdoula/
- LinkedIn: https://www.linkedin.com/company/financialdoula/
- Youtube: https://www.youtube.com/@FinancialDoula
Image Credits
River West Photography
