We are Born Rich: the power of rewriting your money story

Imagine this: money flowing effortlessly because you’re fully aligned. Income matching your impact. No hustle, just purposeful living—and being rewarded generously.

This isn’t fantasy. It’s the reality I help mission-driven female entrepreneurs create. Women ready to swap financial stress for soulful wealth.

I’m Ellen Koster, Certified Money Coach (CMC®), trained in Positive Psychology, Tony Robbins’ Mastery University, and the transformative teachings of Dr. Joe Dispenza. As a Money & Business Mentor, my mission is empowering women to stop undervaluing themselves, step boldly into their power, and build a business rooted deeply in purpose, pleasure, and passion—not pressure.

But let’s be clear: I didn’t learn this from a textbook. I lived it.

I chased society’s idea of success. Designer bags, luxurious lifestyle, a packed schedule. Outside? Perfect picture. Inside? Empty, disconnected, financially stuck. Until April 2018, when I said enough. No more proving. I chose discovering. I stopped performing and started listening to my heart.

That one courageous decision changed everything: my finances, my business, my joy.

This isn’t just my story. It’s what’s waiting for you when you shift from surviving to fully receiving—worthy, abundant, and free.

Ready to dive in?

Ellen, your journey is incredibly inspiring. Can you tell us about a key moment that ignited your passion for financial empowerment?

The moment I realized money stress isn’t just about money, it’s identity. It’s feeling safe. Feeling worthy.

My childhood, marked by scarcity, made me hustle to prove my worth. Even with success, I was performing, smiling outside, empty within. When I finally stopped and met myself—honestly, vulnerably, everything shifted. I learned to feel safe inside my own skin. Money transformed from stress into flow.

That awakening fuels me to guide other women to their authentic selves. When you shift your inside, money follows naturally.

How did growing up in Lisse and your connection with nature shape your perspective on wealth and financial well-being?

Lisse, the tulip city in the Netherlands, taught me patience, nurturing, and natural abundance. Flowers bloom without forcing, they thrive with love. True wealth is the same. It grows with daily alignment, rooted deeply in our values. Every spring, returning to those fields grounds me again in simplicity and joy, reminding me what’s truly valuable. The smell of the flowers make me feel back home again. 

You mentioned achieving a luxurious lifestyle but feeling unfulfilled. How did that influence your approach to money and purpose today?

 Luxury without connection is empty. I learned that the hard way. I was ticking all the boxes society gave me – house, wardrobe, travels, success. But it felt hollow. I was disconnected from my heart.

So I flipped the script. Now, I only invest in what reflects my true self. I don’t buy to impress. I buy because it supports my joy, growth or purpose. That’s wealth.

What were some of the biggest mental and emotional shifts you experienced transitioning from spending to purposeful investing?

Realizing I had nothing to prove was massive. It changed everything.
I stopped chasing scarcity and stepped fully into abundance. Instead of constantly asking, “How can I earn more?”, I began asking, “How can I add more value?”

But my biggest game-changer? Investing in myself first. Every month, up to 30% of my income goes straight to me—into deepening my financial and investment knowledge, fueling my personal growth, and hiring coaches and mentors who stretch my vision and elevate my mindset. 

By investing first in my inner world—my mindset, my skills, my self-worth—I learned how to expand my income streams. I discovered how to not just work for money, but have money work for me. And from that place of abundance, luxury naturally flows into my life.

This attracted incredible clients and meaningful opportunities effortlessly. I became a magnet for abundance simply by fully embodying my worth.

It’s the difference between spending and purposefully investing: one keeps you stuck chasing validation, the other sets you free to live your highest potential.

As a Money and Business Mentor, what common financial blocks do you notice, and how do you help clients overcome them?

In nearly every woman I coach, I recognize patterns I once lived myself. Deeply rooted beliefs like:

“I’m not good with money.”

“Money will disappear.”

“It’s never enough.”

“Money isn’t safe.”

“Money creates stress.”

“I must work harder to deserve more.”

“I’m not worth more.”

These are not just thoughts—they’re emotional truths stored deeply in our bodies, often imprinted from childhood. I personally remember watching my own mother carry the silent stress of money, absorbing her worry as my own. These unconscious messages shaped my financial reality for years.

Because I’ve walked that path, I deeply understand how these hidden beliefs can silently sabotage our growth, our self-worth, and our ability to earn abundantly.

I guide entrepreneurs to bravely uncover these beliefs, to really see them clearly, to fully feel their weight. Only then can we start to shift them. Together, we rewrite their money stories—transforming fear into trust, stress into ease, and survival into true sovereignty.

This powerful inner work moves beyond mindset alone; it’s about embodying a new way of being with money, grounded in worthiness, clarity, and abundant flow.

Seeing women step into this financial freedom—and knowing the ripple effect it creates—is my deepest joy and ultimate mission.

How has your Positive Psychology training influenced your coaching?

Positive Psychology deeply transformed not just my coaching, but my entire way of living. Before I discovered these principles, I thought life had to be a constant hustle, a continuous fight to reach “success.” But Positive Psychology showed me another path—one of joy, gratitude, and deep, fulfilling meaning.

The most profound shift happened when I realized growth doesn’t have to come from pain or struggle. It can blossom beautifully from moments of happiness, appreciation, and celebrating what’s already here, right now. That insight changed everything for me personally: it opened my heart, strengthened my resilience, and unlocked abundance.

Today, I passionately share this wisdom with my clients. Instead of waiting for some elusive future when they’ve “made it,” I guide them to create happiness and fulfillment now—every single day. We don’t postpone joy; we cultivate it in the present moment.

Money, I’ve discovered, is a mirror that reflects our inner world, especially our self-image. When we infuse our financial life with playfulness, soulfulness, and joyful energy, money flows naturally, easily, abundantly. It stops being heavy or stressful, and becomes a beautiful tool for expressing our values and dreams.

By living and coaching through these powerful Positive Psychology principles, I witness my clients blossom into their full potential—not someday, but today.

Through your involvement in Financially Fit Kids Foundation, what lessons do you hope to teach kids about money?

My biggest wish for these kids is that they see money as an empowering tool, not just an end goal. Growing up, I saw firsthand how limiting beliefs about money could hold people back. That’s why I want children to know early on: their thoughts shape their reality—including their financial future.

Practically, I teach them the magic of saving and investing at a young age. We explore the powerful effect of compound interest—the earlier they start, the greater their choices and freedom become later in life. I show them simple strategies: paying themselves first by setting aside at least 10% of any money they receive, and dividing their money into clear purposes: saving, investing, spending wisely, and giving back.

I also guide them to experience how giving is just as powerful and joyful as earning. Through playful games, open conversations, and creative reflection, they learn money management as something natural and positive, instead of complicated and intimidating.

Each child receives the book “De reis naar rijkdom” (The Journey to Wealth) by Femke Hogema—a practical resource to kick-start their personal money story. Seeing these young minds open up, start believing in their potential, and making empowered financial decisions fills me with pride and hope.

Being part of the Financially Fit Kids Foundation is deeply fulfilling for me, knowing we’re planting seeds today for abundant lives tomorrow.

Your experiences at Tony Robbins’ University and other transformative programs have enriched your coaching. What insights from these had the biggest impact?

The most powerful insight I gained is that your personality shapes your reality—your thoughts, your emotions, your beliefs. In 2018, this realization hit me hard. I looked around at my life, feeling confronted by results I didn’t want, and knew immediately: I was the one creating them. But if I had the power to create those outcomes, I also had the power to change them.

From that moment, I shifted my focus inward. Instead of reacting to circumstances, I intentionally directed my energy toward growth. I learned that changing a single belief could transform my entire reality, and now I use this creative power daily. It’s living with a capital L—fully aware, consciously choosing, deeply aligned.

My clients don’t need more hustle; they need clarity, alignment, and profound self-trust. By guiding them to consciously shift their beliefs, their growth accelerates exponentially. It’s a journey I’m deeply grateful to share, having lived it myself.

What advice would you give those who feel emptiness despite success and seek deeper meaning?

Turn inward, deeply and honestly. I know exactly how it feels to have it all on paper, yet feel empty on the inside. That hollowness doesn’t mean something is wrong with you—it’s your soul whispering that you’re meant for more.

Ask yourself courageous questions:
“What genuinely lights me up?”
“What impact do I truly long to create?”

Life is growth. Look at nature—when a plant stops growing, it slowly dies. I discovered the same was true for me: when I stopped growing spiritually, emotionally, or personally, a part of me started dying too.

Success isn’t measured by possessions—it’s measured by alignment, purpose, and the energy you bring into each day. Dare to ignite your fire and fully embrace your uniqueness. Dance with your fears, lean into the adventure, and allow yourself to truly experience Living.

When you do, fulfillment and abundance follow effortlessly. I promise you: that’s where life feels rich in every way that truly matters.

Reflecting on your journey, what does financial freedom mean to you now?

Financial freedom means living life on my own terms—deeply connected to who I truly am and what matters most to me. It’s the incredible feeling of waking up each morning knowing I have choices: where I work, how I spend my energy, and whom I share my precious time with. It’s peace in my heart, knowing money isn’t a stressor but an empowering tool that allows me to experience and create more joy in my life.

Years ago, I chased financial success, yet felt empty inside. I had possessions, but not fulfillment. Today, I see clearly that true wealth isn’t about hitting a number—it’s about alignment, purpose, and passion coming together. It’s about having the freedom to say “yes” to experiences that enrich me and “no” to anything that doesn’t match my values.

I’ve built a business and life where giving flows from abundance, not scarcity—where I can generously support causes I care deeply about and share openly with those around me. That’s the kind of wealth that nourishes my soul.

Every day I guide other women on their journey toward this state of freedom. Because life can truly be different when your money aligns beautifully with your heart, your purpose and your passion.