About Deena

Founder & Lead Consultant

Deena Giesen

Deena Giesen is the founder of Soul Rooted Consulting, where strategy meets heart and purpose turns into action. With more than 15 years of leadership experience in financial empowerment, nonprofit management, housing counseling, and community development, Deena helps people and organizations move from feeling stuck to building meaningful momentum.

As an Accredited Financial Counselor (AFC®), she has guided hundreds of individuals and families through pathways to financial stability, credit improvement, and homeownership. Her work has never been just about numbers. It's about helping people reclaim confidence, open new doors, and create lasting legacy for themselves and their families.

Known for her calm but bold leadership style, Deena combines practical systems with human-centered coaching to help entrepreneurs, nonprofits, and emerging leaders simplify growth and lead with clarity. She is especially passionate about helping new entrepreneurs and purpose-driven leaders use AI and modern tools in ways that feel accessible, ethical, and empowering not overwhelming.

Through Soul Rooted Consulting, Deena creates spaces where vision becomes clear, confidence grows, and people are reminded that small steps can create life-changing shifts.