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Campfire Convo: Jenny Flores on Money, Mindset & a New Model for VC
We don't talk enough about money as creatives and photographers. This is more than pricing, this is the mindset, habits, and lessons we learned from our upbringing til now. So I'm inviting various folks on to share their money stories, and journeys.
To kick things off, I’m joined by my longtime friend and former colleague Jenny Flores.
Jenny and I first met during my decade in banking, when I was a financial analyst at Citibank. She led Community Development for the San Francisco region before moving on to Bank of the West, and later, Wells Fargo. Just days into her new role leading Small Business Growth at Wells, COVID hit and Jenny had to pivot fast. She co-designed the $420 million Open for Business Fund, which helped keep 336,000 small businesses alive through the pandemic.
Today, Jenny is building AMH Catalyst, a venture capital firm reimagining access to capital for women founders. The firm has both a 501(c)(3) nonprofit arm and a for-profit side, using AI and blockchain to reshape how funding and support are distributed.
In this episode, we talk about:
The money habits Jenny learned as a child
How one book on money changed her entire approach
The lessons she’s teaching her daughter now
Why she launched her own venture capital firm — and how it’s structured to create long-term change
Stay in Touch:
Jenny Flores
AMH Catalyst Center Website LinkedIn Creative Camp:Keep the conversation going over on Instagram. Drop us a DM, or tag us in your post/story.
Support the show by buying us a coffee
We shared our thoughts, insights and industry happenings, and drop it in our weekly-ish Camp BulletinSign up to stay in the loop.
🎟️ The Creative Camp: London Experience is coming September 28–October 2!
This four-day immersive experience is designed for commercial photographers and creative entrepreneurs craving inspiration, community, and business clarity.
✨ Waitlist tickets go on sale July 2.
Join the waitlist now to get $400 off, a 1:1 coaching session, and first access to one of just 12 spots.
👉 Get all the details + sign up at creativecamp.pro/london-experience
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By Shelly Waldman
5
33 ratings
We don't talk enough about money as creatives and photographers. This is more than pricing, this is the mindset, habits, and lessons we learned from our upbringing til now. So I'm inviting various folks on to share their money stories, and journeys.
To kick things off, I’m joined by my longtime friend and former colleague Jenny Flores.
Jenny and I first met during my decade in banking, when I was a financial analyst at Citibank. She led Community Development for the San Francisco region before moving on to Bank of the West, and later, Wells Fargo. Just days into her new role leading Small Business Growth at Wells, COVID hit and Jenny had to pivot fast. She co-designed the $420 million Open for Business Fund, which helped keep 336,000 small businesses alive through the pandemic.
Today, Jenny is building AMH Catalyst, a venture capital firm reimagining access to capital for women founders. The firm has both a 501(c)(3) nonprofit arm and a for-profit side, using AI and blockchain to reshape how funding and support are distributed.
In this episode, we talk about:
The money habits Jenny learned as a child
How one book on money changed her entire approach
The lessons she’s teaching her daughter now
Why she launched her own venture capital firm — and how it’s structured to create long-term change
Stay in Touch:
Jenny Flores
AMH Catalyst Center Website LinkedIn Creative Camp:Keep the conversation going over on Instagram. Drop us a DM, or tag us in your post/story.
Support the show by buying us a coffee
We shared our thoughts, insights and industry happenings, and drop it in our weekly-ish Camp BulletinSign up to stay in the loop.
🎟️ The Creative Camp: London Experience is coming September 28–October 2!
This four-day immersive experience is designed for commercial photographers and creative entrepreneurs craving inspiration, community, and business clarity.
✨ Waitlist tickets go on sale July 2.
Join the waitlist now to get $400 off, a 1:1 coaching session, and first access to one of just 12 spots.
👉 Get all the details + sign up at creativecamp.pro/london-experience
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