fierce + rooted

fierce + rootedfierce + rootedfierce + rooted
  • Root
  • Origin
  • Earn
  • Collective
  • Feminine Urge
  • More
    • Root
    • Origin
    • Earn
    • Collective
    • Feminine Urge

fierce + rooted

fierce + rootedfierce + rootedfierce + rooted
  • Root
  • Origin
  • Earn
  • Collective
  • Feminine Urge

the reality

Financial independence isn’t accidental. It’s built.


These courses and resources are rooted and designed to give you the strategy, language, and confidence to earn differently, on purpose. Learn how to negotiate, invest, and make decisions that compound over time, so your money starts creating options, not limitations.


This is how you move from effort to ownership, and from earning to independence.

  • Women earn about 84 cents for every $1 men earn—and that gap widens over time  
  • That’s nearly $10,000 less per year on average  
  • Over a lifetime, women lose hundreds of thousands of dollars in earnings  
  • A college-educated woman can lose over $1.2 million across her career compared to a man  
  • Women retire with ~30% less savings than men  
  • And the gap doesn’t fix itself—at the current pace, pay equity won’t happen until 2088  


The cost isn’t just money. It’s options.

Less income means less freedom to leave, to choose, to invest, to build. This is about changing that, now.


build your way

There’s no one way to start—only your way.


Connect with a woman who’s already done it. Dive into courses built to change how you earn. Or get targeted support for what’s in front of you right now—your resume, your next negotiation, your network.


Start where it matters most to you. Then build from there.


close the gap

The gap isn’t just pay. It’s education. What women aren’t taught about money shapes everything—how we earn, invest, and build for the future.


This is where those gaps get filled—with fierce intention.


investing

negotiation

retirement

Make your money work. Investing isn’t optional if you want independence, it’s the difference between earning money and building wealth.


Learn how to invest with confidence, understand risk, and grow your money over time. This is where your income starts compounding into something bigger.

Start Compounding

retirement

negotiation

retirement

Secure your future. 

Retirement isn’t some distant idea, it’s the outcome of the decisions you make now.


Understand accounts, contributions, and long-term strategy so you’re not relying on chance or someone else’s plan. This is how you create stability, freedom, and options later.

Secure My future

negotiation

negotiation

negotiation

Get paid what you deserve. 

If you’re not negotiating, you’re leaving money on the table. Every time.


Learn how to advocate for your value, navigate conversations with confidence, and increase your earnings in ways that compound over your entire career.

get what I'm worth

meet the collective

Kelly Johnston

Kelly Johnston

Kelly Johnston

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Mariah Hay

Kelly Johnston

Kelly Johnston

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Kaela Worthen

Kelly Johnston

Kaela Worthen

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  • Root
  • Origin
  • Earn
  • Collective
  • Feminine Urge

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