Empowered Finances: Building Confidence, Stability & Wealth for Women

In this Women’s History Month episode of the A+ You Podcast, Danielle and Amber sit down with Sarah Kuesel, Affinity Plus Federal Credit Union’s Senior Manager of Remote Services, for an honest and uplifting conversation about women’s financial wellness.

With nearly three decades of experience in banking—and a personal journey that began as a young single mom—Sarah brings warmth, relatability, and deep expertise to the table. She opens up about the unique financial challenges women face, from caregiving responsibilities to career interruptions, and why confidence, empowerment, and independence are at the heart of true financial wellness.

Together, the trio breaks down big concepts into approachable steps:
 • Why budgeting isn’t restrictive—it’s freeing
 • How to start your financial journey today, even if it’s with $10
• The power of saying “no” to spending that drains you
• How to involve your kids in money conversations (and why you should!)
• The importance of community, safe spaces, and trusted financial partners
• Why it’s okay—and smart—to ask professionals for help

Sarah also shares how Affinity Plus’ remote services give members access to real human support wherever they are, making financial guidance more accessible than ever.

Whether you’re feeling behind, overwhelmed, or simply ready to level up your financial confidence, this encouraging conversation reminds women everywhere: you’re not alone, and it’s never too late to start.

Affinity Plus Federal Credit Union - federally insured by the NCUA

Transcript

SPEAKER_02 0:00

Hi, and welcome to the A plus U podcast. I'm your host, Danielle. And I'm your co-host, Amber. And Amber, today we're talking about my favorite topic.

SPEAKER_01 0:10

Women's financial wellness. Yeah. Girl power. Hey, you know, that's the best thing about March. Women's History Month. Lots to celebrate. Yeah. I was really hoping you were gonna catch my like girl power right now. I didn't wasn't gonna sing Spice Girls to you.

SPEAKER_02 0:27

But you got it. I did get it. That's what we know what I'm telling you. If they ever there's two bands, if they ever go on a reunion tour, I am there. Spice Girls and you can do it.

SPEAKER_01 0:41

Oh I can't. What's the other one? In sync. Oh yeah, I would too. Front row. Yes.

SPEAKER_02 0:51

Yep. I'm there too. That'll never happen. I know. It's so sad, but I can dream.

SPEAKER_01 0:56

Yes. Yes, you can. I can dream.

unknown 0:57

Yeah.

SPEAKER_01 0:58

The factory boys came back, so I was quite happy. I know about it anymore.

unknown 1:02

I know.

SPEAKER_02 1:03

The jealousy that like runs through my veins. Um, but no, super excited. Um, as you mentioned, March is Women's History Month, so we thought, what a better way to celebrate and a theme. A theme. We love a good theme.

SPEAKER_01 1:16

We love a good theme. Oh, we should have worn green.

SPEAKER_02 1:19

That would have enhanced the theme. You're right. Next theme. Next noted. Okay, next March. Um, but no, we're talking um today we are joined by Sarah Keesel. Did I say that right? You did. Oh, look at that. I'm crushing it. I got it. Um we're joined by Sarah Keesel. Sarah, you're our senior manager of remote services.

SPEAKER_00 1:39

Yes. What does that mean? Sure. So at Affinity Plus, um, we make sure that our members have access to all services, uh, whether they can come into a branch or when they're at home. And so what that means is I manage the team of people who work on the phones and in our online and video channels.

SPEAKER_02 1:59

Some? Yeah. How long have you been at Affinity Plus?

SPEAKER_00 2:02

So I've been at Affinity Plus for 10 years. I celebrated 10 years this year. Congratulations. Thank you. But I got my first bank job in 1997. So I've been doing this for quite a while.

SPEAKER_01 2:13

We won't say the number.

SPEAKER_00 2:14

Oh, okay. Yeah, it's fine.

SPEAKER_02 2:20

Um, so what is your what is like a little bit of your history in finance? You know, you told us your role here, you started in '97. Like what have you been up to all these years?

SPEAKER_00 2:28

Well, I started out as a teller at a bank in Bemidji, Minnesota, and which is where I currently live. Yeah. Shout out to Bemidji. And um, I just really had a wonderful experience there. And I think actually that journey uh sort of led me to feel really strong about teaching, budgeting, and spending to people uh across the state, you know, whoever they are. Um when I started, I I really started out kind of behind the eight ball. You know, what I would say is um they kind of took a chance on hiring me. Um, I was a single mom at the time. Uh my little girl was two. I really just didn't have two nickels to rub together and I didn't know what I was doing, but I promised them that I would learn and um I was excited to be part of their team and I convinced them to hire me. They tried to not hire me, but I convinced them to do it. So they did.

SPEAKER_01 3:21

Hey, I love that to Ness.

SPEAKER_02 3:22

I was gonna say it like I'm already like I'm in, Sarah. I'm in. I'm I am committed to this story. Tell me more.

SPEAKER_00 3:29

Yeah. And um just from the day I started working in banking, I realized I really like this environment. You know, it's a really supportive environment, and there's so much to learn, and there's so many people to learn from. And just from day one, you know, I learned from the customers that I worked with. And of course, I learned from the people who had done lending for many years and um the people who had done investing for many years. And um, I was just able to really grow and I I was able to grow in my career. And so I I like I said, I started out as a teller. I also worked um in the consumer lending department. I also worked in the real estate department. And um I also was uh at one point in my career, I was the e-commerce sales and service representative, which was the person who talked about this brand new product that we were starting to offer called online banking. So that's how far back it goes. And um from there, I I spent some time there and um then I did stay home for a little while with my kids. And and that was wonderful to be able to do that. And um, then when it was time to go back, I really I really wanted to be part of something that was really meaningful and gave back to the community. And Affinity Plus was just the exact right fit for that. And so I started, I started at Affinity Plus ten years ago and I haven't looked back.

SPEAKER_01 4:53

That's awesome. That is what a story. That's amazing. And I think like that's actually just such a good segue that you naturally did because you mentioned you were a single mom and working with a younger child. Like, isn't that like would you say that like that's some of the a common challenge that maybe women are facing financially right now is balancing work and caring for others, whether it's children, parents, etc.

SPEAKER_00 5:20

Absolutely. I think that actually being a caregiver is one of the biggest challenges that women face when it comes to being financially healthy and having financial independence. There's so many things that happen um in our lives. Uh we might go on maternity leave, we might have to take care of our aging parents, um, we might have a child that we need to leave work, and all of those things um are so incredibly important, but they also can cause financial stress uh because you might not be able to work. And so you lose income, you might lose opportunity for advancement in your career, you might have to start over. Certainly that's what I did when I went back to work after staying at home. I had to start over again. And so all of those things can make you kind of feel like you're behind the eight ball. Yeah. Caregiving is a real, is a real challenge for women.

SPEAKER_02 6:12

Well, I mean, to kind of touch on, you know, um, you talked about confidence, you talked about all that the caregiving. So, you know, you're you're taking a break from work or you're losing income. And a lot of times the word like confidence, like we hear that a lot. And so, you know, a lot of times people know what they should do financially, but they don't always have the confidence doing it. So why do you think confidence plays a big role in like financial like wellness in in in through the eyes of a woman?

SPEAKER_00 6:44

Well, okay. So when I think about uh financial wellness for a woman, I think there's really two words that come to mind for me. And those two words would be empowerment and independence. And I've been teaching budgeting and spending classes for many years, and I've been teaching a diverse uh population all across the state of Minnesota, many different places. Um, but the majority of the people that attend uh my classes are women. And um they're there because they're they're really there to build their confidence, but also because they're looking for peace of mind. I think as women, uh, there's so many things that we take on and that we have on our plate. And um being financially healthy really kind of helps free up that mental space that we need to um take care of everything else that really matters.

SPEAKER_01 7:40

So, Sarah, what you had mentioned is like women really want, when you think of women and finances, it's that empowerment and independence. Like from what you are seeing when you're out there doing the teaching of the budgeting and whatnot, what's the first step women should focus on if they want to feel more financially secure to have that empowerment and independence?

SPEAKER_00 7:59

Sure. So I think the first thing that a woman needs to focus on is having clarity around their budget. And so that means writing it down. And I know that can be really scary. A lot of people don't want to do it, they just don't even want to face it. And um, but what I can say in in the feedback that I've gotten when I've interacted with um the people who have taken the classes from me is a lot of times what they say is that, you know, writing everything down and creating a budget. Well, I thought I thought I was going on a journey where things were gonna feel very restrictive, but it's actually been very freeing because now you really have the flexibility to um say yes to the things that align with your values and the goals that you have set for yourself. But even more importantly, um, you can say no to the things that not only drain your bank account, but just drain you.

SPEAKER_01 8:56

Well, and I think that's the important. It's like you have to do what makes you happy and it's going to look different. Like your journey is going to look different than my journey, than Danielle's journey, and everyone's um unique spending plan or budget is always going to be different, and it's okay to say no. I think that that's key to this because I do think often there's the want or desire to keep earning or keep spending and so on and so forth. Yeah.

SPEAKER_02 9:22

Mm-hmm. Well, so you know, kind of on that note, what would you say, what would you say to someone listening who maybe feels like she's behind?

SPEAKER_00 9:31

Oh goodness, you're not behind. You you can start wherever you are. I think a lot of women think that they have to have it all figured out before they start on their financial wellness journey, right? And um that's it's the exact opposite. You know, uh when you're when you're ready to start, just start today. Um one thing that we've done with our own kids is we've talked about, you know, open up a Roth IRA. Even if you only are putting$10 in a month, um, it's going to make a difference. And so what I would say is that a big dramatic change is not what you want to do. That's not how you start. You start small, you start in increments, you set small little goals, whether it's saving$10 or$20 a month and just setting it aside in a savings account, whether it's just making a decision not to um make any impulse purchases for two weeks, right? Like whatever it is, whatever that goal is, that's a journey. You know, starting on a financial journey doesn't mean that by the end of the year you have your retirement account set up, you have your savings account is exactly where you want it to be. That's not what this means. What it means is just facing where you are and making some changes that can help you get to where you want to go.

SPEAKER_02 10:48

I felt all of that in my soul. Only because that's me. Like I am the type of person, and I'll admit it, that I am like, okay, well, I if I'm gonna do this, everything about it has to be perfect. Right? So I have to have all of that done and all has to be ready and all of this going. But like breaking it down and like putting like you don't have to do that. And so that really spoke to me.

SPEAKER_01 11:11

I think that's the key that a lot of our podcast guests have absolutely shared and said is that nothing will ever be perfect, and that's okay. It's worked for you. That's right. Yeah, exactly. That's it's such an important piece to remember. It's yeah, truly individuality in this. Um I know we talked a bit about like just like finances in general. Like, what about building your savings or updating your credit score or building your credit score if you don't have one or investing, like those topics can be like a little intimidating.

SPEAKER_00 11:48

They can be.

SPEAKER_01 11:49

What's like a misconception you wish women women would stop believing in money?

SPEAKER_00 11:53

Okay. Well, I think there's there's quite a few things that I that I would like to say, right, to everyone who is has a misconception about things. But what I would say is if there's something you don't know, you can learn it, right? And if you are a member of Affinity Plus, you can walk into one of our doors and sit down with any one of our member advisors and start these conversations and get connected with any of the services that you need and get advice on any of the goals that you have. And I think that's that's what I would say.

SPEAKER_02 12:28

Mm-hmm. Well, I think too, you know, you kind of talked about like misconceptions and stuff, but I think finance has traditionally been this kind of uh male-dominated space, right? And we're kind of like we're three women sitting here who work at a credit union. Like it's not, it's not what it used to be. It's not, you know, so there is room for education, there's room for for growth within this like area, and it's not something that needs to be intimidating or it doesn't need to carry these traditional like misconceptions.

SPEAKER_01 13:02

Well, and along with that, I think you said it before is like it's not going to be perfect. You don't have to have it all figured out. That's really where kind the experts it is. Come in and visit. Come in and visit.

SPEAKER_00 13:13

And I think, you know, one thing is is that if you ever have had a bad experience, and um so I myself, and and I can share, um, that I did have a bad experience when one time when I walked into a bank, and I won't name names, um, but I just wasn't treated well and I wasn't treated with caring or understanding. So I didn't I didn't resolve anything, and it was a little um, you know, that that stays with you. Those kind of experiences don't go away. And when I first started working um in banking, I said, I am never going to do that to someone. No one is ever going to feel that way when when they come and they talk to me. And they're going to understand that they are cared about and that I can support them wherever they are. So I know it's hard. If you've had a bad experience, I would just encourage you to try again. Try again.

SPEAKER_01 14:06

Mm-hmm. And maybe with a different organization.

SPEAKER_00 14:09

And maybe with a different organization.

SPEAKER_01 14:11

If need us, like depending on the experience. Absolutely.

SPEAKER_02 14:14

Well, I would say, you know, money doesn't exist in a vacuum, right? And as you mentioned, it's tied to caregiving, it's tied to these relationships. So how would you say that, you know, that that tie between money and and relationships or caregiving like shows up in conversations you have with members or that you have with your staff that have with members?

SPEAKER_00 14:40

Well, okay. So one of the things, and when I'm speaking specifically about women, is that I think women feel like they have to carry the weight of their family on their shoulders. And and so they kind of bear the burdens of these financial responsibilities and they don't want their family to be burdened by it. And I think that's such a mistake. Like you need to bring your family with you on your financial journey. It's okay. One of the ways um, I think you know, everyone has a different priority for how they're gonna spend money, right? So um one of the things that we figured out in my family, and in I'm I'm a married woman, and and my husband and I don't always feel like it's we don't always have the same ideas about what's important to spend our money on during the year. Okay, yeah, right.

SPEAKER_01 15:28

I think that it could be common in many houses. I think it is.

SPEAKER_00 15:31

And so, and you know, that can that can put a really big strain on a relationship, even a great relationship, because it's that serious. And so one of the things we've done is we sit down once a year, every year in January, we figure out where we are, and then we battle it out in that in that month, like what our goals are going to be for the year, and then we work towards that. And I think it's totally appropriate as a woman to speak up and say to whomever it is that you're sharing your finances, this is what I want this year, and then come to an agreement and do the same with your kids. Tell your kids, this is how much money we have to eat out this month. This is how much money I'm going to be able to spend on school clothes and let them participate. Let them get into it. Let them say, you know what, I want more, I want more sweaters than that. So let's go to goodwill, mom. Let's go to goodwill and um let them be a part of it. And it's going to uh help them in their journey in the future feel good about it. And it also helps them understand that they can contribute to the success of their family. You know, it's not all on the mom's shoulders. Everybody can contribute.

SPEAKER_01 16:38

Well, and what an opportunity for financial education, regardless of age. Yeah, yeah. That's huge. Yeah.

SPEAKER_00 16:45

You know, we just didn't talk about money. Like when I was growing up, I had no idea if my parents had any money or not. And if I asked for$20, I just thought they had$20. You know, I mean, you just we didn't talk about it. And I think um times have changed, and sometimes times change for the better. And I think it's time to bring kids into these conversations. You know, kids are younger and younger, getting cards in their hand. They have access to things online that they want to purchase. Maybe they have a gaming console where they just keep pushing the button to buy more lives, buy more lives, and they don't understand that somebody actually has to pay for it. And so because they have access to these things and to make these purchases, they need the education. And so bringing them along in the journey is actually really empowering for your children too.

SPEAKER_02 17:29

I appreciate that so much because I I have two girls. Um, I talk about them all the time, but you know, they have technology or they have this and that. And I, you know, we'll be shopping or whatever the situation is. And they're like, I want this. And I'm like, that's expensive. And I feel like I'm this mean mom, broken record, right? You know, like that's expensive. Or all of that costs money. Or like, can we can we go get you know dinner tonight? I mean, all the examples you just gave, but I'm like, we we went out last night, so we're not gonna go out again tonight, you know? And um, so I that just like again, like everything you're saying is just like, yes, like bring those kids along because I completely agree with you. We didn't talk about it, and I had I had no real concept of of money until I mean I was older, and I wish I would have started earlier.

SPEAKER_01 18:21

So I know we've just spent some time like on the relationship side of money and like bringing everyone together into that conversation. Like it is a household conversation to have. I think it does help contribute to the financial success of the house, like you said. That's amazing. So outside of the house, how do you like, how do you build that community of people that you can trust to help you in those financial goals? Like, I think this is kind of where credit unions really shine. So, like, why does community matter so much when it comes to women's financial wellness?

SPEAKER_00 18:54

Well, you need a safe space to have the conversation, right? If you have uh concerns, if you're feeling unsure of what the right thing to do is, it's it's nice to be able to talk to a professional, somebody with experience, somebody with maybe a little bit of insider knowledge, someone who can help you talk about investments as well as savings, as well as help with your credit. And so finding community partners through places like credit unions is is critical just to support your overall financial well-being. You know, there are those there are those day-to-day decisions that we make, and that's kind of what we've been talking about. Like, let's talk about impulsive spending, let's talk about how much we're gonna spend on food this month and let everybody be a part of that. But there's long-term planning too. And that's when community partners, such as different professionals at Affinity Plus, can really make a difference in in a woman's life.

SPEAKER_02 19:55

I love that, you know, that community partnership because when I'm thinking about it, you know, I would call a plumber if I had a plumbing issue. Yeah. Plumber's the professional, yeah, right? Exactly. Exactly. Oh my gosh, yeah. But you think about money and you're like, oh, well, I need to figure this out or I'll handle this. Well, like, that's literally your job. Like our job is literally to be the professional when it comes to money, when it comes to that partnership. So like it's okay to call a professional in that sense.

SPEAKER_01 20:23

Absolutely. And I think Sarah, I know you touched on this like when you shared about your role, but it's the access to real humans. So it's not just coming into a branch.

SPEAKER_00 20:30

Yeah.

SPEAKER_01 20:31

Your role and your areas within the credit union is really bringing the financial education to where members are. So whether it's through video banking from the comfort of their home, a phone call from on the road and the go, whatever it may be, um, online chat, secure messaging, all of those wonderful things are out there to just still have that human touch, but leveraging technology so that way no one has to like do something in public if they don't want to. Like if there is any embarrassment or concern, it's that private conversation in their own space that your team is able to bring.

SPEAKER_00 21:07

Yes. Uh yes. And and I always like to tell people because they they'll be like, I'm kind of embarrassed. They're embarrassed. And I think and I always say, um, working in banking is like being a doctor. You can tell me anything, and believe me, you're not going to show me something that I haven't seen before and probably 10 times worse.

SPEAKER_01 21:26

That is so beautifully said. That is such a fact.

unknown 21:29

It is.

SPEAKER_02 21:30

I know, and I just like again, I just think that people, you know, money is emotional, and we talk about that all the time on the podcast and stuff. But it it truly is this like we are the professional. We have done it. We will not judge you because we're here to help.

SPEAKER_01 21:48

That is our job. So, Sarah, as we wrap up here today, like what's one piece of encouragement that you'd like to leave women listening today?

SPEAKER_00 21:56

Um, I would say the one thing that I would say to everyone Every woman listening today is don't be afraid. Um, wherever you are, wherever you're starting from, that's the perfect place to start from because that's that's where you are. Um, connect with a professional, take a class. You don't need to spend money to budget. Get out a piece of paper and write down how much money you make and how much money you owe every month. It's literally that simple. And set a few small goals for yourself and just start taking those steps toward financial wellness.

SPEAKER_01 22:28

Beautiful. It starts with one step. Absolutely.

SPEAKER_02 22:33

Well, Sarah, I mean, we can't thank you enough for coming in and hanging out with us today, all the way from Bemidji from the Northland.

SPEAKER_00 22:41

All the way from the Northland. That's right.

SPEAKER_02 22:43

No, it's been great to have you. It's been great to have like your perspective. Obviously, you've been doing this for a really long time and you're passionate about what you do in your community. Um, so thank you so much for taking the time out of your day to come hang out with Amber and I.

SPEAKER_00 22:55

Well, thanks for having me. It was a joy to be here today.

SPEAKER_02 22:58

Thank you, Sarah. Yeah. Well, make sure you check out affinityplus.org to check out all things Affinity Plus. Listen and subscribe wherever you get your podcasts, and we'll catch you on the next episode of A plus U.