Meet Our Founder
Natalia Madera, AAMS
Founder & CEO
“Everyone deserves to feel good about their money! Not confused, overwhelmed or embarrassed but confident, supported, empowered!”
Money can feel really overwhelming when you don’t know where to start.
As a founder, mom of two, and military spouse, Natalia has seen and lived that reality firsthand. Raised by a single mom and her grandparents, she watched her family stretch every dollar and learned early on that money stress touches everyone.
After 15-years in financial services, she gained a front-row seat to how wealth is built, maintained, and passed on but one truth kept her up at night:
Access and education are still the biggest gaps in financial services.
That’s why Natalia started Funwell. Built on a simple belief that everyone deserves clear, supportive financial guidance, Funwell blends behavioral finance, technology, and education to make money management approachable and, yes, even a little fun!
Because managing money shouldn’t feel like a math test. It should feel like building confidence, one habit at a time.