AJ Ayers, Writer, Speaker, and financial advisor, a woman with long dark hair and bangs, wearing a black turtleneck sweater, khaki pants, and black and animal print boots, sitting on a stool against an olive green background.

ABOUT ME

AJ Ayers, Writer, Speaker, and financial advisor, a woman with dark brown hair and bangs, wearing a black turtleneck and brown blazer, smiling at the camera, against a plain olive-green background.

MY BACKGROUND

My work blends financial expertise with deep curiosity about human behavior, identity, and what it means to build a life that feels like your own.

My work has given me a deep, technical understanding of how equity and taxes actually work, not just how they are supposed to work on paper.

I am direct and approachable, always leading with empathy to help clients feel confident navigating high-stakes financial moments. I co-host The Liquidity Event with Shane Mason, where we break down financial news, market trends, and planning strategies without the usual jargon or fear-mongering.

WHAT I DO

I’m Ally Jane (AJ) Ayers, a co-founder of Brooklyn Fi, a financial planning firm that specializes in tech professionals and creatives. I’m a CERTIFIED FINANCIAL PLANNER™, an Enrolled Agent, and a Certified Equity Professional, and I’m known for making complex financial concepts accessible.

Through my work in equity compensation and tax planning, I’ve helped many clients turn IPO windfalls into paths toward financial independence. I’m also a financial writer and speaker, co-host of The Liquidity Event podcast, and I write the Substack newsletter Money Changes Everything.

HOW I WORK

For almost a decade, I’ve worked with high-earning individuals and people with complex financial lives. My work is about more than budgets and “tips.” It’s about the emotional and psychological patterns behind money, and how to build wealth with clarity and intention.

I specialize in equity compensation and tax planning and have guided clients through IPOs, acquisitions, tender offers, and other major liquidity events. In addition to my CFP® certification, I am also an Enrolled Agent and a Certified Equity Professional,

THE MONEY COMMANDMENTS

  1. Thou shall spend less than one makes.

  2. Thou shall prioritize making money and saving it whenever possible.

  3. Thou shall keep at least $10,000 in a high-yield savings account for emergencies (even better if it’s three months of living expenses).

  4. Thou shall automatically contribute to one’s investment account monthly.

  5. Thou shall only lend money to friends or family at an amount less than 5% of their investible net worth and at an interest rate not lower than AFR 1.

  6. Thou shall only make alternative investments (your friend’s bar, bitcoin) in a sum less than 10% of their investible net worth.

  7. Thou shall lead by example and talk about one’s money fears and wins with those closest to them.