Fern Prosperity Founder Reveals Why Identity—Not Financial Knowledge—is the Missing Link to Lasting Wealth
Financial advisor, speaker, and founder of Fern Prosperity, Pri Cosentino, has released her groundbreaking new book, Who You Are Is Costing You Money, offering a fresh perspective on why so many intelligent, capable people continue to struggle financially despite knowing what they should do.
Drawing from behavioral neuroscience, financial planning, and years of experience working with individuals and families, Cosentino argues that the biggest obstacle to financial success is not a lack of knowledge; it is the way people see themselves.
At the heart of the book is the concept of the Identity Gap: the distance between the financial decisions people are capable of making and the ones they actually make. Rather than focusing solely on budgeting strategies or investment tactics, Who You Are Is Costing You Money explores the emotional patterns, self-worth beliefs, fear, and shame that quietly influence financial behavior.
“For years I watched capable people do the exact opposite of what they knew they should with money. The gap was never knowledge—it was identity. Once you see who’s really making the decision, you can finally change it,” said Cosentino.
Through evidence-based insights and practical exercises, the book empowers readers to recognize the internal beliefs driving their financial choices and provides a clear framework for creating lasting behavioral change. By addressing the psychological and emotional roots of money decisions, readers can develop healthier financial habits and build sustainable wealth with greater confidence.
As the founder of Fern Prosperity, Cosentino has dedicated her career to helping individuals and families transform their relationship with money through a holistic approach that integrates financial planning, behavioral science, and personal growth. Her signature WISE Method combines practical financial education with neuroscience-backed strategies and faith-centered principles to help clients create meaningful, long-term financial success.
Pri Cosentino holds academic training in Business Administration, Accounting, and an MBA in Neuroscience, bringing together expertise from finance, psychology, and leadership to redefine the conversation around wealth building.
Who You Are Is Costing You Money is now available for readers seeking a deeper understanding of the connection between identity and financial well-being. The book is designed for anyone who has ever wondered why knowing the right financial choices isn’t enough—and how lasting transformation begins from within.
For more information about Pri Cosentino, Fern Prosperity, or the new book, visit http://fernprosperity.com/
About Pri Cosentino
Pri Cosentino is a financial advisor, author, speaker, and founder of Fern Prosperity. Blending behavioral neuroscience with practical financial planning, she helps U.S. individuals and families build lasting wealth through her WISE Method. Trained in Business Administration, Accounting, and an MBA in Neuroscience, she unites financial education with faith and personal growth.