Most people want financial success, but not everyone knows that the first transformation has to happen in the mind. According to Jesse James Cooley Llamado, a Registered Financial Planner, rewiring deep-rooted money beliefs was the most critical step in turning his finances around. He told Financial Adviser PH that the journey didn’t start with budgeting or investing—it began with confronting a scarcity mindset that had shaped his decisions since childhood.
“Growing up, the most common words I heard at home were ‘kulang,’ ‘bitin,’ and ‘utang,’” Llamado shared. “Those words framed how I saw money—as something always lacking and hard to get.”
Scarcity Starts Early
Llamado grew up in a household where money was consistently tight. His mother, the family’s sole provider, often had to borrow just to make ends meet. Over time, those repeated experiences led to internalized beliefs that money was always out of reach. These unspoken lessons had a long-term impact—affecting how he viewed work, income, and self-worth.
“That mindset made me feel that no matter what I did, I would never have enough,” he explained.
This experience is far from unique. Studies in behavioral finance show that early exposure to financial stress can create lasting mental blocks—such as the fear of taking risks, guilt around spending, or avoidance of financial planning. These patterns often linger well into adulthood, keeping people stuck in survival mode.
The Shift: Discovering Financial Literacy
Llamado’s mindset only began to shift in college, when a friend introduced him to personal finance books. One title stood out: Rich Dad, Poor Dad by Robert Kiyosaki. The book outlined two distinct belief systems about money—one rooted in fear and limitation, the other in opportunity and growth.
“It was the first time I heard the term ‘financial freedom,’ and I was shocked to learn it was even possible,” he said. “It broke the idea that being poor had to be permanent.”
That book was the spark. Llamado began consuming more resources, diving into self-help and finance literature. But while the concepts were new, applying them wasn’t immediate. “Even after learning those things, it took time to unlearn everything I believed before,” he noted.
Breaking the Fixed Mindset
For Llamado, the real turning point came when he started replacing fixed beliefs with growth-oriented questions:
Instead of: “I’ll never earn enough.”
Ask: “What skills do I need to grow my income?”
Instead of: “I’m bad with money.”
Ask: “What system can help me stay on track?”
Instead of: “People like me don’t get rich.”
Ask: “Who can I learn from who came from a background like mine?”
These small shifts, when done consistently, helped him reframe challenges as growth opportunities. “A growth mindset allows you to see failures as feedback,” he said. “That’s a huge change from seeing them as confirmation that you’re not good enough.”
The Role of Environment
Llamado also emphasized the importance of community in rewiring one’s mindset. Early in his journey, he sought out mentors and peers who talked about money differently. This included attending financial literacy talks, joining seminars, and eventually enrolling in the RFP (Registered Financial Planner) program—a decision he said changed everything.
“If you’re surrounded by people with the same limiting beliefs, it’s hard to change. You need people who think differently so you can think differently too,” he told Financial Adviser PH.
By immersing himself in growth-focused environments, Llamado gradually replaced fear-based beliefs with action-based strategies. He started budgeting weekly, tracking his habits, and building long-term goals—even while his income was still modest.
From Belief to Behavior
Llamado’s experience highlights that behavior change follows belief change. After shifting his mindset, he was able to structure his finances with more discipline and intention. He created personal balance sheets, stuck to consistent reviews, and built a foundation before chasing investments or higher income.
“Most people want to get rich first before they build structure,” he said. “But it works the other way around. Structure makes wealth sustainable.”
This structured, intentional approach eventually allowed him to professionalize his services, helping others achieve clarity in their own financial lives.
A Prompt for Readers
For those wondering where to begin, Llamado offered a simple reflection exercise: Write down every common money phrase heard growing up. Then ask: Are these still true? Are they helping me or holding me back?
“You can’t grow financially if your beliefs are rooted in fear. The moment you start questioning them, you unlock new possibilities,” he said.
Final Thoughts
Financial growth isn’t just about what’s in your wallet—it’s about what’s in your mind. Jesse James Cooley Llamado’s story shows that lasting change starts with awareness, expands through education, and is sustained by action. A growth mindset isn’t just motivational fluff—it’s a framework that turns intention into transformation.
