Tonya Collins’ passion for personal finance education was sparked by her self-discovery.

While reading The Five Conversations to Have with Children About Money, she took the book’s money personality assessment and realized that growing up, she was a “saver” and an “adventurer.” This newfound awareness resonated deeply with her own experiences, inspiring her to develop a way for others, especially young people, to understand their financial behaviors.

From that spark, Moneyality was born — a dynamic online personal finance education program that encourages users to identify and explore their unique “money personalities.”

Moneyality aims to bridge the gap in financial literacy by focusing on both youths and adults. Tonya’s vision is not just to teach budgeting and saving. She wants her users to understand their underlying financial tendencies and how those can shape their relationship with money.

“I wanted to help others, particularly children, understand their financial personalities,” Tonya said. “That’s how Moneyality came to life.”

Initially, Tonya shared her financial knowledge through community-based educational sessions. However, she knew that to truly elevate Moneyality beyond a side-hustle, she needed more than her passion.

This led her to the Entrepreneurship Team at Communities Unlimited (CU), where she joined a cohort led by Area Director Dale Rutherford. When Tonya first connected with CU, she was in the early stages of development.

She was still working on designing her curriculum and researching the best digital platform to host the program. Although she had the experience of delivering community workshops, she wanted to take Moneyality to the next level and turn it into a comprehensive online experience. CU immediately recognized the potential in her idea but also identified the challenges she faced. One of the key hurdles was that, as a first-time founder, Tonya lacked formal business training.

The root issue wasn’t just about refining the curriculum — it was about creating a solid foundation for her business. She needed to understand the steps required to build a viable startup, conduct market research, and structure her program offering in a way that aligned with long-term growth. CU provided Tonya with tailored consulting services that guided her through these fundamental stages.

Over the past year, she has worked closely with Management Consultant Sierra Polk, who took over as the primary consultant after Dale. Sierra’s expertise in marketing, digital strategy, and modern business approaches helped Tonya bring Moneyality closer to fruition.

The consulting engagement with CU has been intensive, with over 112 hours dedicated to refining and shaping Moneyality. Together, Sierra and Tonya have worked on everything from creating a viable business model to identifying target audiences and developing marketing strategies. Tonya also received crucial training in setting up accounting systems, securing federal and state contracts, and protecting her intellectual property.

As a result, Sierra noted Tonya has made tremendous strides. She has established a clear mission, vision, and values for Moneyality, developed a comprehensive business and financial plan, and identified the technological infrastructure needed to bring her curriculum to life. One of the major milestones was securing a platform for her course and exploring animation as a way to make the content more engaging.

“I had hoped to launch in October, but I’ve allowed myself flexibility,” Tonya said. “I feel excited about the potential of Moneyality and see it as a gift I’m eager to share.”

In addition to her technical progress, Tonya has expanded her reach and impact. She plans to target middle and high school students by partnering with school districts and after-school programs. Moneyality’s unique approach — based on identifying money personalities — offers a fresh, engaging way to teach financial literacy. With beta testing set for Fall/Winter 2024, the program is on track to make a significant difference in the lives of young people.

Working with CU has helped Tonya not only refine her business concept but also provided her with the accountability, expertise, and support she needed to take Moneyality to the next level. Her collaboration with Sierra continues to be a driving force in her success, pushing her to explore new possibilities and grow beyond her comfort zone.

“I feel like I’m in a really good place now,” Tonya said. “The feedback I’ve received from people who’ve seen me present has reinforced my passion for this project. I’m also bringing people on board to help with areas I can’t handle alone, which has been a significant shift for me.”