As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Salena Kulkarni.
Salena Kulkarni is a Chartered Accountant, private investor, and wealth educator with 25+ years’ experience challenging the traditional rules of money. After seeing too many hard-working people follow the “right” path yet end up with little real freedom, she began a lifelong study of investing and built her own wealth from a modest income.
Today she runs Freedom Warrior Dentist and I Can Be Wealthy, helping people cut through noise, evaluate opportunities wisely, and stay in the driver’s seat of their financial future. Her mission: to turn wealth into freedom, choice, and impact.
In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that defined her path.
What inspired you to start your business, and what problem were you passionate about solving?
I started my career as an accountant, and very early on I noticed that so many of the people I worked with had done “all the right things,” but their financial outcomes were disappointing. They were working far longer than they wanted to, with little real freedom to show for it. That sparked a lifelong obsession with studying money, investing, and impact, specifically searching for better ways to create wealth.
On a modest income, I began experimenting and soon started achieving outsized returns compared to my peers and before long, I was being asked to share what I was doing differently. That’s what grew into my programs and business: helping others cut through the noise and create better financial outcomes much sooner than the traditional model allows.
The problem I’m most passionate about solving is financial struggle and ending the cycle where hard-working people give up decades of their lives only to realise too late that they’ve been following the wrong playbook.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
Over time I realised that conventional wealth-building advice is often at odds with people’s well-being. The traditional model encourages you to hand your power over to “experts” and delay freedom for decades. My philosophy is the opposite: stay in the driver’s seat, focus on what truly moves the needle, and use money as a tool for freedom and impact, not stress.
That shift reshaped how I deliver support. Instead of repackaging generic advice, I’ve built programs and communities designed to create real conversations, practical tools, and a mindset of lifelong learning. People who join me aren’t looking for a guru. They want to own their wealth journey, not outsource it.
In your view, what truly sets your brand apart in today’s competitive market?
I think what sets me apart is depth of experience. I understand a wide spectrum of wealth-building strategies (many that most people have never even heard of) and I‘ve spent decades looking for ways to better grow and defend wealth. Because of my exposure to high net worth investors, I’ve had a front-row seat to how wealth is really built, that goes beyond the noise and hype that saturates the market.
And unlike many in this space, I walk my talk. I don’t just teach theory. I’ve built my own wealth using the same principles I share. That combination of insider perspective, real results, and practical guidance is what makes my work different.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
My most effective strategy has been leading with education. I share stories, frameworks, and insights that simplify money and wealth-building without dumbing it down. By doing that consistently, people see that I’m not trying to sell a quick fix. I’m helping them think differently. That builds trust, and trust is the most powerful form of marketing.
How do you stay connected to your ideal audience and understand their needs or behaviors?
I stay close to my audience by listening, not assuming. I run regular trainings and community sessions where people openly share their struggles, fears, and wins. Most importantly, I’ve lived those struggles myself, so I can empathise deeply with where they are on the journey.
What’s one branding move or campaign that helped elevate your business to the next level?
The biggest branding shift came when I stopped trying to look like a “traditional” finance professional and leaned fully into being a contrarian wealth builder. I started showing up with my real voice, sharing candid stories and unconventional insights instead of playing it safe. That honesty struck a chord, and it elevated my brand from being “another finance business” to helping people start thinking like true investors.
What does success look like for you, not just in numbers, but in purpose or impact?
For me, success is about ‘feeling good’. This for me has been a north star. I love the work I do, but I honestly wouldn’t do it just for the money.
Numbers are important, but the real impact is helping people feel empowered and free. If my work helps create more choice, freedom, and impact in someone’s life, that’s success.
How do you personally define success, beyond revenue and growth metrics?
I define success by alignment. Am I living the values I teach? Am I spending time with my family, contributing to causes I care about, and building a life I don’t need a holiday from? If the answer is yes, then I’m succeeding.
Can you share a challenge or setback that ultimately became a turning point for your brand?
I used to mentor a lot of people one-on-one. This was a very heavy lift and ultimately left me tired and stretched. A few years ago, I made a decision to raise the bar on who I wanted to work with and why. This was a scary, but game changing way to approach business. I am clear I am not for everyone. I know I can show people how to shave decades off their timeline to freedom, but I only want to work with motivated individuals who are committed to doing the work to get outsized returns.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
I start each day with reflection. It clears my head and sets my energy. I also journal ideas constantly, because creativity often comes in the spaces between tasks.
Most importantly, I try hard to practice gratitude; it keeps me grounded, especially when the pressure of leadership feels heavy.
How do you approach innovation and risk in your business strategy?
I treat innovation and risk the same way I approach investing: evaluate, test, and learn. I try not to chase trends blindly, but I’m not afraid to experiment if I see potential upside.
I look to thinkers who focus on first principles, because those ideas stand the test of time.
What advice would you give to someone starting a business in today’s fast-changing digital world?
Get crystal clear on what you want and what you stand for. Don’t wait for perfect conditions, or perfect knowledge, just start.
The world changes too quickly to have a flawless plan. Focus on adding real value, stay curious, and commit to constant learning. And most of all, don’t abdicate your power: stay in the driver’s seat of your own vision.
Where can our audience connect with you and learn more about your work or offerings?
You can find me at freedomwarrior.com.au and icanbewealthy.com.au. I also share regular insights on YouTube and Instagram, where I break down wealth strategies in a way that’s simple, relatable, and practical.
