Business Innovators Radio - Interview with Pri Cosentino Founder & Financial Advisor at Fern Prosperity Discussing The New Rules of Money

Episode Date: January 7, 2026

Priscila “Pri” Cosentino is the Founder and Financial Advisor at Fern Prosperity, an advisory firm dedicated to helping individuals pursue their financial goals through integrated planning strategies and personal development. With over a decade of professional experience in finance, advertising, events, and retail across Brazil and the United States, Pri brings a holistic perspective to financial planning and personal growth.Pri was mentored for more than ten years by an experienced financial advisor, during which time she developed the WISE Method™—a planning framework based on Wisdom, Insight, Strategy, and Enjoyment. This approach is designed to help clients consider how to align their financial decisions with their values and long-term vision.Pri holds a degree from the University of Central Florida (UCF) and an MBA in Neuroscience and Human Behavior from UniF. Her education combines financial planning with behavioral science, which supports her work in helping clients make informed decisions about money, life, and legacy.As an Advisor, Pri applies the W.I.S.E. Planning™ methodology when building personalized strategies that may address areas such as income planning, tax considerations, estate and legacy planning, and personal development. She works with a diverse and global clientele, offering services in English, Portuguese, German, and Spanish.Pri is also an author and speaker who shares insights on financial planning and personal development. Her professional philosophy emphasizes clarity, a client-first focus, and values-based planning.Outside of her professional work, Pri is a committed learner, traveler, and cultural enthusiast. She enjoys fitness, thoughtful conversations about business and purpose, and is the proud dog mom of Tish, Weiße, Pkna, and Traya.Learn More: https://pricosentino.com/Fern Prosperity, LLC and Pri Cosentino are not affiliated with the Social Security Administration or any government agency. This content is intended strictly for educational purposes and should not be construed as individualized investment advice. Any decisions related to Social Security, retirement, or financial planning should be made in the context of a comprehensive plan and in consultation with a qualified advisor. Investment advisory services are offered through Virtue Capital Management, LLC (VCM), a registered investment advisor. Fern Prosperity, LLC and VCM are independent entities. Investing involves risk, including the potential loss of principal. Past performance is not indicative of future results, and no investment strategy can guarantee a profit or protect against loss during periods of market decline. None of the information presented shall constitute an offer to sell or a solicitation of an offer to buy any security or insurance product. References to protection benefits or reliable income streams relate exclusively to fixed insurance products and not to securities or investment advisory services. Annuity guarantees are subject to the financial strength and claims-paying ability of the issuing insurance company. Annuities are insurance products and may be subject to fees, surrender charges, and holding periods, which vary by insurance carrier. Annuities are not FDIC-insured. Information and opinions provided by third parties have been obtained from sources believed to be reliable, but Fern Prosperity, LLC makes no representation as to their accuracy or completeness. Content is provided for informational purposes only and should not be the sole basis for any financial decision, nor should it be interpreted as advice tailored to the specific needs of an individual’s situation. Third-party ratings, awards, or recognitions are not guarantees of future investment success and should not be construed as endorsements of Pri Cosentino or Fern Prosperity, LLC. They do not ensure that a client or prospective client will achieve a higher level of performance or results. Such ratings are not indicative of any one client’s experience and should not be considered a testimonial.Influential Entrepreneurs with Mike Saundershttps://businessinnovatorsradio.com/influential-entrepreneurs-with-mike-saunders/Source: https://businessinnovatorsradio.com/interview-with-pri-cosentino-founder-financial-advisor-at-fern-prosperity-discussing-the-new-rules-of-money

Welcome to influential entrepreneurs, bringing you interviews with elite business leaders and experts, sharing tips and strategies for elevating your business to the next level. Here's your host, Mike Saunders. Hello and welcome to this episode of influential entrepreneurs. This is Mike Saunders, the authority positioning coach. Today we have with this pre-Cocentino, who's the founder and financial advisor at Fern Prosperity, and will be talking about her new Amazon bestselling book, The New Rules of Money. Pretty welcome to the program.

Thank you for having me, Mike. It's always a pleasure to be here with you. Hey, I'm looking forward to chatting with you because I know that most many people, you know, I started to say most people, but there's a lot of people out there that would go, you know, one of these days I'm going to write a book, you've done it, you hit bestseller. And so I want to hear all about what your book is about because sometimes when you hear about, you know, I have the rules of. money. Well, I want to hear about the new rules of money. So get us started with what inspired

you to write this book, The New Rules of Money. Excellent question, Mike. What inspired me was seeing a lot of books still talking about great strategies, but that was stuck in the past, where we would keep our mindset thinking how the market and the traditions used to happen. I'm grow up, listen enough, social security will be enough. I have my pension, but nowadays, that's not anymore how retirement works. So we need to start thinking with this new way in how all the system is working and said, I cannot have only this for me. I have to share with others because that has a big impact in my life. So I can help others. you know and and that I always like to what I'm hearing conversations think in myself going oh I wonder

what those older ways are and some of the new ways so talk a little bit about what some of the newer you know financial playbook strategies are that you're talking about in there because I think that sometimes people go yeah but they're traditional and try it and true and trusted so I don't want to get into doing anything that's new and not proven what do you say to someone that would go yeah I'm open to thinking about some new things, but I want to have some of that safety and security, too. So I think the most important piece is understanding that money has a ton to do with our mindset. And that's a big misunderstanding about the past. When we were talking about the past, we would say, just save your money, you will have money for your retirement. That would be enough.

We grow up like that. Put money aside and that's enough. Nowadays, doesn't work anymore like that because we are so overwhelmed with so many informations, options, solutions, promises that if we don't work our mindset and we don't understand what that means, we can't even make a lot of money and don't be able to save enough. That's huge. You know, I think we could probably talk for about six more hours on mindset alone. what are some of the traps that people fall into when you've noticed some of these mindset traps,

you know, or misconceptions, I guess maybe would be a good way to think of it. So one of the biggest misconception is the promise that you can do everything and make huge amounts of money on a snap. Because of the dopamine that we have nowadays, that's so big. So a lot of people use that same system. And we don't see that only, the dopamine only with money, but that has a lot of effect on us. But we see that on social media. We see that on TV and it just have become. We get upset.

I don't know, you might or anyone that's listened here to us, but how many times just the ring of a tax message get us already anxious because we know that we need to answer that message. And that happens with our money too. Because I think one of the, I might even say like a line that's in the book that for me was super important, say something like that. The portfolios will rise and fall. That's the few things that we know. Everything else, we need to understand what makes sense for the person that's investing. but the mindset has to stay steady. And that's the biggest piece of all of this.

That's why I say that the new rules of money talks a lot about mindset because we need to understand all the fears that we have inside. We have to understand all the dopamine that's involved with all of this so we can be ready and make the right decisions financially. You know, and sometimes those things require specific actions or tasks, but before you even know what specific actions and tasks, you need to be aware. So like what you were saying to like, oh, when you get that text in your, there's a pit in your stomach or you, like for instance, for a retiree, here comes my mail getting delivered and I'm opening up my portfolio statement and you're getting nervous like, did it go up or down or did them, what did the market do? So what are some of those triggers or some of those flags that people can be thinking about to be aware of them so that then they can put steps in place to kind of change or update their mindset? I think to initiate everything needs to understand what they are right now.

So really have a picture of their financial scenario. And I know we are afraid of looking for our bills. We are afraid of looking at the cost of things. be careful with subscriptions because all of that includes also have a clear picture of what they are looking for in the future. So how do I want to retire?

How do I want my next few years, my investments to be looking like? When I have this clear picture, then I can start looking for the tools, like you said, what are the tools, what's the best strategy for me to get there, as well as is my feelings with my emotions being the one triggering my financial decisions or am I making the financial decisions based on education, the right strategies?

Because emotions can trigger different reactions. When we enter in our fight or fight mode, we can completely not see the right path and just react in a way that can completely destroy us. Yeah. Yeah, that's a really, really good point. You know, and in your book, you talk about the wise method. Talk a little bit about what that is. So the wise method is starting with education.

Every single person is smart. Every single person is wise. The hardest part for us, especially nowadays, is educating ourselves with the right tool. because there is a lot of things that happens online. We can find full of strategies of options, AI helping, but everything needs to make sense and be tied up. So we need to first educate ourselves with the exactly scenario. Then see this picture.

Where I am right now, what's my desire? What matters for you the most? Then we go and create the insights to be able to put, what is good for you, for your plan. And then the best part for sure, that's enjoying the investments that we have created, enjoying your retirement, enjoying your legacy, and that's the best of it. Yeah, 100%. Yeah, that's really good. What about some of the acronym for wise? You say that I love when people say, I've got this methodology or this framework. Talk a little bit about what the Y stands for.

Sure. So the W stands for wisdom, this education piece, that's understanding of the right knowledge for yourself, the eye for insight. So really developing the right path, what matters for you the most. So we can put the right strategy, the ads for strategy.

So you can develop each step of the way, cater to you, cater to the person that's investing, that's a big piece when we are talking about our plans, our financial plans, our legacy plans. It's not about what everyone is doing, but needs to cater what importance for you the most. And as I mentioned, the egos for enjoyment. The best part of all of it, because it's not for us to have fear of our money or fear of our retirement, but really for us to be able to get to the best part of our life after working so

many years and being able to enjoy to have fun with our loved ones, to travel, to do whatever we want. Yep, exactly. You know, it's really something that people, I think it's like you don't know to you don't, you don't know, and they're unaware of things. And I think that when you start bringing up some of these points, that ties into wisdom, because wisdom is knowing something you didn't know before. And then insight is knowing, you know, the specific way to implement. something and then strategy is okay how do I do it the right way and then the result is the enjoyment that comes from doing all that the right way talk a little bit about how those tie together and did assess that correctly yes mike you did assess perfectly exactly that so wisdom was when you can

understand everything in the right way getting the right information and understanding that when you have the right piece of information you know the right decision that fits you better you have that inside you. What happens most is that a lot of times we don't have any idea of what we are making as a decision because we don't have the full knowledge. And when you go and you understand inflation, when you understand what safety means for you, when you understand what investments, you understand what aggressive risk means, what lifestyle that you want, what matters to you?

Do you want to have a family legacy? maybe once you create a donation legacy, all of those things can only be part and you would understand education needed for those pieces. We go for the insights. So we can start seeing how can all of this plan start fitting together, designing all of this, and then plugging the right strategy. Okay, so now we see the design, we see the path. Let's put this strategy together.

Let's plug piece by piece. Use all the tools available to get that desire, that goal in place, so everything can follow for the best as possible. And we keep organizing and revisiting all of this. And as I mentioned, the last piece is when you can enjoy. You stop fearing out opportunities and you start really being able to see, no, I'm okay. I know, I understand.

I understand that the market can go up and down. I understand that volatility exists. I understand how the inflation is going to affect my retirement. I can understand each piece with clarity and not with a ton of noises that exist nowadays. And probably when you lay out a plan for a client, sometimes people can feel, get overwhelmed and feel like I'm just so confused. But when you're tying each recommendation back to some of these frameworks, I would venture to say that people would feel more congruent because you just took them through the process to create their own framework, the wise framework. And now

you're making some recommendations. And as they have questions, you can tie it right back to that first step or that third step or that fifth step. Have you found that in your conversations with clients? Yes, I have. Actually, just when you were sharing that, I was thinking about some kids with one of my clients that we were talking exactly about that. We are starting to design the legacy plan for them, and that has a huge impact because it's not only the legacy piece of putting everything into place, but also the young adults.

I was not going to say kids, but that's me trying to be. It's not kids anymore, right? But the younger is understanding how to deal with money as well. That's part of the legacy plan. Understanding about all of these pieces. So the parents can say, okay, now you know what we're talking about. Now you understand how all this structure works. But that plan can only be set in place and we can only put the strategies together,

including strategies for the kids. when we were able to start with wisdom, explaining the whole picture, understanding that deep, creating the right insights, starting developing the plan, in the beginning is overwhelming. But with conversation and understanding and education pieces and meetings, we can design all of this in a few hours. And that can make you feel much more comfortable with your decision. That's when clarity comes to you because you know what's going on. You understand what's going to happen in one year, two years. If something else happens, you have a knowledge where do they have to have the money invested.

What's the best way for me if I need to grab some money early? Because life happens. We all know about that. You know, it makes me remember some of the teachings of Stephen Covey where he said, begin with the end in mind. And Simon Seneca, you know, start with why. And I think that if you were to say to someone, you know, here's my recommendation for your retirement, buy this and invest in that and put your money here, people would go, yeah, but that doesn't resonate with what I was looking for. You know, you never asked me all those questions. So when you're beginning with this wise method,

it's beginning with the end in mind, asking the right questions and asking the why. Once you have that why in place. Now, pre is putting together this plan to go, oh, well, based on the fact that you said, here's some of the ideas that I would recommend. So I think that that would help, am I correct in thinking that that will help make those recommendations be really zeroed in what the client needs versus, you know, it's like you go to the doctor and say, oh, I'm in pain, help me. Well, is your toe hurting or your head hurting? Exactly. That's exactly. You're not just taking some type of generic painkiller that you say

go take this and after two days come back if you're still in pain that's not how we can plan our financial life. That's not how should, let me correct that's not how you should be able to do it.

You have to go deep and said, you mentioned Simon Sinek, start with your wife. Why do you want that? And that's One of the questions that a lot of times, why this money is important, we have to remember money is a tool that is really useful for us. Money is a tool that's super powerful and can really help us in a lot of senses because it can help us enjoying time with family, enjoying vacation, enjoying a quality life on retirement, can enjoy us helping the community. it's a powerful tool. We cannot ignore that.

Money is not our king, but it's a powerful tool that exists. Now, if you don't understand why you're using that tool, it's hard. So how can you try to put a picture on the wall with a pan? That's not going to work if you know what you want to do and why you want to do it

because I want to have that picture on the wall because I want to have my family seeing that picture my diploma, then I can have that and say, okay, now I can choose which right tool will fit in. A pen will not cut it. Yeah, that's a great point. Well, I tell you, Pri, this has been really eye-opening to hear how you structured the content of this book as to be more why and more framework than recommendations and products and choices. So this is really a great foundational truth.

If someone is interested in picking up a copy of the book and reaching out and connecting with you, what's the best way that they can do that? They can go to my website, precocentino.com, and you have a direct link to the book. You will be able to have other tools and book a meeting with me as well. We can talk more about other mindset traps that can sabotage your wealth. And there is a lot of options that can change. the new rules of money can affect your wealth in your retirement. Excellent.

Pri, thank you for some coming on today. It's been a real pleasure chatting with you. It was my pleasure. Thank you, Mike. You've been listening to Influential Entrepreneurs with Mike Saunders. To learn more about the resources mentioned on today's show or listen to past episodes, visit www.

www.influential entrepreneurs radio.com.