Heidi Casino, a Registered Financial Planner, knows what it’s like to grow up without clear financial guidance. In fact, her journey into financial literacy didn’t begin until adulthood. Now, she’s committed to making sure the next generation doesn’t have to learn about money the hard way.
“Wala talaga,” Heidi told Financial Adviser PH, recalling her childhood. “I didn’t have anyone to look up to when it comes to money. Yung lola ko, laking lola kasi ako. And alam mo naman mga lola, hindi nagbabangko.”
Like many Filipinos raised in traditional households, Heidi was taught how to save coins, but the deeper principles of managing finances—budgeting, investing, long-term planning—were absent. Financial literacy simply wasn’t part of her upbringing. Even in school, she said, “hindi s’ya tinuturo.”
Her turning point came later in life, when she entered the insurance industry. “Doon ako na-immerse sa concept of financial literacy,” she said. “And I thought that it is very important—bakit hindi siya tinuturo sa school?”
That realization fueled a passion. Heidi began reshaping not just her own habits, but the conversations she had with others—including her own kids. “Kahit sa mga anak ko ngayon, yun yung palagi kong sinasabi sa kanila,” she shared. “Expose yourselves to people na sobrang hindi nyo ka-level mag-isip… mas matalino sa inyo, or mas makakapag-add value.”
Today, Heidi champions financial education that starts early and happens often—at home, in schools, and in everyday conversations. Her experience growing up without a financial role model is exactly what drives her mission now. “You add value to others as well,” she emphasized, encouraging others to pay it forward.
Her message is clear: even if you didn’t learn about money early, you can change the cycle for the next generation. “Sana may nakapagpaliwanag sa akin ng mas maaga,” she said. “But I’m doing that now—for my kids, my clients, and hopefully, for more families out there.”
