Trailblazer in Business: Alicia Fitts on Building Wealth and Community Through Faith

Alicia N. Fitts 

• Instagram – @itsaliciafitts
• Facebook – Alicia N. Fitts
• Linkedin – Alicia Fitts, CCUFC
• Website – https://www.aliciafitts.com/  www.aliciafittsconsulting.com 

Alicia Fitts is a trailblazer as the Assistant Vice President of Business Development and Community Relations at a leading financial institution, where she became the first African American woman to hold this role. She is also the CEO and Founder of Alicia Fitts Consulting & Marketing Solutions, a firm dedicated to empowering clients through innovative brand development and financial strategies.

With a degree in Communications and several years of experience as a marketing professional and financial literacy educator, Alicia combines her expertise to help individuals and businesses activate their faith and build sustainable wealth. As a Certified Credit Union Financial Counselor, she offers practical and faith-based financial guidance, notably through her book, Thank You for the Mountain, which inspires women to conquer “money mountains” with confidence and wisdom.

Alicia’s work has earned her significant recognition, including being named one of Augusta Business Daily’s 24 Women to Know in 2024, the Rotary Club of Aiken’s Rising Star for 2023-2024, and one of Augusta Magazine’s Top 10 in 10 Young Professionals to Watch in 2022. Her impactful mentorship, writing, and keynote speaking have made her a trusted voice in financial literacy and personal branding.

Married for seven years and a proud mother of three, Alicia is deeply rooted in her faith and values. She finds joy in prayer, Bible study, creative pursuits, and traveling with her family. Alicia is committed to inspiring others to achieve their goals, blending her Augustan drive, her passion for community impact, and her dedication to helping others find success through faith and financial empowerment. 

Trailblazer in Finance: As the first African American woman to hold the position of Assistant Vice President of Business Development and Community Relations at your financial institution, what does this milestone mean to you, and how has it shaped your mission?

This milestone is deeply significant to me, not only as a personal achievement but as evidence of how only God can create divine opportunities to lead you by faith and to your purpose. I wholeheartedly know that it was God who opened this door of opportunity for me, positioning me to step into a role where I can make a meaningful impact. Being the first African American woman to serve as Assistant Vice President of Business Development and Community Relations is both humbling and empowering. It’s a responsibility I carry with gratitude, knowing that my journey can inspire others to break barriers and pursue their dreams. If I can do it anyone can do it with the strength of God backing you up. 

This role has reinforced my mission to create pathways for underserved communities, foster engaging financial literacy workshops, and build bridges that connect people to opportunities. It’s about using this platform not only to excel professionally as God has intended for me to do but to uplift others and honor the divine purpose behind this milestone.

Faith Meets Finance: Your book, Thank You for the Mountain, blends faith and financial wisdom. How do you integrate spirituality into financial literacy in a way that resonates with your audience?

In Thank You for the Mountain, I aim to show that financial freedom and spiritual growth go hand in hand. My personal experiences—navigating financial hardships, overcoming debt, and finding purpose in seasons of drought—taught me that the principles for conquering a defeated money mindset are already laid out in the Word of God. The Bible offers profound wisdom on stewardship, discipline, and faith, but there’s often a gap in understanding how to practically apply those teachings to our financial lives.

I integrate spirituality into financial literacy by using my story to illustrate how God’s principles transformed my own circumstances. Through my book, I bridge the gap by breaking down biblical principles into actionable steps—teaching readers how to trust God’s process, embrace delayed gratification, and steward their resources wisely. I also address the importance of mindset, because achieving financial freedom begins with aligning your thoughts with God’s truth.

People often desire quick fixes, but God’s way requires patience, faith, and obedience. My hope is that my book serves as a guide, accelerating the learning curve by providing practical tools and spiritual insights to help others achieve financial freedom faster than I did. Ultimately, I want readers to understand that with God, financial success is not only possible but purposeful.

Empowering Women: As a wealth and branding strategist, what are some of the biggest financial challenges women face today, and how do you guide them in overcoming these “money mountains”?

As a wealth and branding strategist, I see women facing several significant financial challenges today, including the gender pay gap, lack of confidence in financial decision-making, and balancing competing priorities such as family and career. Additionally, many women grapple with a scarcity mindset, rooted in societal conditioning, that can limit their ability to fully embrace wealth-building opportunities.

I guide women in overcoming these “money mountains” by first helping them recognize their worth and shift their mindset from scarcity to abundance. Financial empowerment starts with self-belief and understanding that they are not only capable but deserving of financial freedom. I emphasize the importance of education—teaching women how to effectively manage money, build multiple income streams, and invest in their futures.

Another key aspect is branding. As women whether we want to accept it or not we all have a brand. If we have a story we have a personal brand.  I work with women to identify their unique value proposition and use it to increase their earning potential, whether through entrepreneurship, career advancement, or strategic partnerships. By aligning their financial goals with their personal and professional brands, they can create sustainable wealth and leave a lasting legacy.

Above all, I encourage women to approach their financial journey with faith and perseverance. By setting clear goals, following proven principles, and trusting the process, they can conquer their financial challenges and turn their money mountains into stepping stones toward success.

Building Wealth Through Branding: How do you help clients align their personal brand with financial success, and what key branding strategies do you recommend for aspiring entrepreneurs?

Through my Vision to Victory program, and particularly the Brand New Day Personal Brand Development Package, I help clients align their personal brand with financial success by focusing on clarity, strategy, and intentionality. It starts with understanding their vision—what they feel called to do—and aligning that vision with actionable goals. I find so much joy in bringing their dreams to life, from designing logos and websites to planning impactful events and developing coaching programs. Each element is a reflection of their unique brand and a tool to achieve their income goals.

One key branding strategy I recommend is authenticity. Your personal brand should reflect who you are, what you stand for, and the value you bring to others. People connect with stories, so I encourage clients to share their journey in a way that resonates with their audience. Another essential strategy is consistency—ensuring that your messaging, visuals, and online presence all align and reinforce your brand’s mission.

I also emphasize the importance of budgeting and strategic planning. It’s not just about creating something beautiful; it’s about ensuring every element of the brand contributes to the client’s financial growth. By setting realistic income goals and implementing scalable strategies, I help entrepreneurs turn their brand into a wealth-building asset.

Above all, I credit God for the inspiration behind my business and the success of my clients. Trusting Him in this process has not only allowed me to create a business that I love but has also equipped me to help others step into their purpose, achieve financial success, and build legacies that reflect their God-given vision.

Community Impact: What role does your position at the financial institution and your consulting firm play in fostering financial literacy and empowerment in underserved communities?

My position at the financial institution and my consulting firm are separate but two interconnected platforms through which I fulfill my calling to foster financial literacy and empowerment, particularly in underserved communities. Through my role at the financial institution, I have the privilege of providing financial education to individuals and families across two states. This allows me to address foundational topics such as budgeting, credit education, and savings strategies, equipping communities with the tools they need to make informed financial decisions.

At the same time, I believe God has gifted me with a greater vision—one that extends beyond regional impact to a global platform. Through my consulting firm, I’m able to amplify this mission by offering tailored strategies and resources to help individuals and organizations achieve financial freedom with a faith-based approach. My firm is designed to bridge gaps that often exist in underserved areas, providing customized programs, workshops, and one-on-one coaching that meet people where they are and guide them toward where they want to be.

Both roles serve as vehicles to address the systemic barriers many communities face, while also empowering individuals to recognize and maximize their potential. By aligning faith-based principles with practical financial strategies, I’m able to create lasting impact, helping people shift their mindsets, overcome financial challenges, and build wealth that benefits not just themselves, but future generations.

Career Journey: What inspired your transition from communications and marketing to becoming a Certified Credit Union Financial Counselor and financial literacy advocate?

My transition from communications and marketing to becoming a Certified Credit Union Financial Counselor and financial literacy advocate was nothing short of divine direction. For 18 years, I honed my craft in marketing, working both as a freelancer and professionally, and I truly believed it was my ultimate purpose. It was something I loved, something I excelled at—but God had other plans for me. He knows the gifts He’s placed within us, and when I yielded to His guidance, He revealed a deeper purpose for my life.

To be honest, financial literacy was not something I initially sought out. But as I reflected on my journey, I realized I had a natural understanding of finances and a track record of making wise financial decisions even as a young adult. What I didn’t anticipate was how God would use my own financial trials to prepare me for this calling.

When I earned my certification, I thought I lacked a “money story” because I had always been financially responsible. But then life happened—unexpected financial hardships, living paycheck to paycheck, and climbing out of a mountain of debt. It was a season that tested me in every way, yet it was exactly what I needed. Through those struggles, God taught me resilience, faith, and how to hold on to His promises. He transformed my mistakes and challenges into tools to help others, giving me the experiences and empathy I needed to truly connect with people facing similar struggles.

Today, I am passionate about empowering others to overcome their financial challenges and achieve freedom, just as I have. Trusting God’s plan for my career was the best decision I ever made, and it has allowed me to use my gifts to make a lasting impact in ways I never imagined.

Recognitions and Awards: You’ve been recognized as one of Augusta Business Daily’s 24 Women to Know and awarded the Rotary Club of Aiken’s Rising Star. What do these accolades mean for your professional and personal journey?

Being recognized as one of Augusta Business Daily’s 24 Women to Know and receiving the Rotary Club of Aiken’s Rising Star award are deeply meaningful milestones in my professional and personal journey. These accolades reflect not only the impact of my work but also the faithfulness of God’s promises. Whether we seek recognition or not, God is a man who cannot lie. When we feel unseen in our workplace or community, it’s important to remember that someone is always watching—and that someone is God. He is omnipotent, and what He sees us doing in private, He rewards in His perfect timing and on a public stage.

While I don’t do what I do for the accolades, I humbly accept these honors because I know they are part of God’s plan to let His light shine through me. Every idea, every act of service, every creative solution—it’s not my doing but God working through me. These awards remind me to remain a vessel for His work and to continue serving others with excellence, humility, and purpose.

Ultimately, these recognitions are a testament to the importance of walking in obedience, staying true to your purpose, and trusting God’s timing. They encourage me to keep striving to make a difference and inspire others to use their own gifts for a greater good.

Family and Faith: How do you balance being a CEO, a community leader, and a mother of three while maintaining your commitment to faith and family?

Balancing my roles as a CEO, community leader, and mother of three while maintaining my commitment to faith and family is no easy calling—but it’s a journey I navigate by trusting God to equip me for each role. It requires focus, discipline, and consistency—three keys I’ve found to be transferable across every area of my life. These principles help me stay grounded, but I also recognize the importance of giving myself grace. I won’t get everything right all the time, and that’s okay. Sometimes the laundry piles up during busier seasons, but I remind myself that what truly matters is keeping the foundation of my home and relationships strong.

I firmly believe that as women, we are called to do more than just work a job, raise children, and pay bills. We are created for purpose, and as a Proverbs 31 Virtuous Woman, I embrace my calling as an entrepreneur and leader. Our job roles are simply vehicles and training grounds that prepare us for our God-given purpose. For millennials especially, it’s important to work hard, pursue wisdom, and remain open to growth opportunities that align with our higher calling.

That said, I am a work in progress—a mother learning every day, a CEO refining my leadership, and a woman of faith striving to live out God’s will. What I don’t do is give up on myself. Each day, I commit to being a better version of Alicia than I was yesterday. Growth is a process, and the most important part is making God the center of it all. When you prioritize Him, He aligns everything else—faith, family, and purpose—in perfect harmony.

Advice to Aspiring Leaders: What advice would you give to young professionals, particularly women of color, looking to break barriers in finance and business development?

My advice to young professionals, especially women of color, looking to break barriers in finance and business development is simple yet powerful: Believe in yourself. Value yourself. You’re worth fighting for. Success starts with self-confidence and the understanding that you bring unique value to the table.

Work hard—it pays off. Dedicate yourself to excellence in every task, no matter how small, because the habits you build today will shape the leader you become tomorrow. Surround yourself with mentors and allies who uplift and challenge you, and never stop seeking wisdom and opportunities to grow.

Most importantly, keep God first. Trust His plan for your life, and let your faith guide your decisions and sustain you through challenges. When you align your purpose with God’s direction, you’ll find that the doors He opens will exceed anything you imagined. Remember, breaking barriers isn’t just about personal success; it’s about paving the way for others and leaving a legacy that inspires future generations.

Future Vision: What’s next for Alicia Fitts Consulting & Marketing Solutions, and how do you envision expanding your impact on financial literacy and wealth-building?

The next chapter for Alicia Fitts Consulting & Marketing Solutions is focused on global expansion, as I work to recruit a diverse team of consultants who share my values and passion for empowering underserved communities through financial literacy and wealth-building. By partnering with like-minded financial institutions, investors, and organizations, I plan to expand our reach, providing essential tools and resources that help communities thrive.

One of the core areas of focus will be middle-class and underserved communities. By addressing the financial literacy gap and empowering individuals with the knowledge to build sustainable wealth, we create long-lasting, positive change. Strengthening these communities directly impacts the broader economy, as financially empowered individuals become more productive consumers, entrepreneurs, and contributors to economic growth. When these communities succeed, the entire economy becomes more inclusive, resilient, and robust.

Additionally, I am passionate about encouraging people to embrace the American Dream of entrepreneurship. By providing access to education, mentorship, and resources, we can help minority communities tap into the entrepreneurial spirit that has historically been a catalyst for growth and innovation in America. Entrepreneurship is a powerful vehicle for economic mobility, and I am dedicated to helping individuals build brands and businesses that not only advance their personal financial success but also uplift their communities.

In the future, Alicia Fitts Consulting & Marketing Solutions will continue to create pathways for individuals to access financial education and entrepreneurial opportunities. By fostering a culture of financial literacy, entrepreneurship, and community empowerment, we are paving the way for generational wealth and economic prosperity that benefits not only individuals but entire communities and economies.