Book Passage · Geno La Placa & Shirin Aryanpour are hosting Dr. Shefali

    My Story

    From Wall Street
    to Soul Work

    A journey of transformation, from hedge fund CFO to guiding high-achieving women toward presence, purpose, and legacy.

    Geno La Placa
    Geno as a child in Guatemala

    My Roots

    I was born and raised in Guatemala with a humble upbringing, always an entrepreneur at heart, driven by a spirit of service and kindness. I was raised with values of courage, compassion, and the unwavering belief that you can achieve anything you set your mind to.

    The Beginning

    20 Years in Finance

    After moving to the US for college, I rapidly climbed the corporate ladder with relentless determination.

    It started with my first job after college at one of the world's top Hedge Funds, then became one of the first Latin women CFO in the Hedge Fund world, and later consulted for the largest institutional investors, conducting due diligence on over $100 billion in assets.

    From the outside, life looked amazing. I had achieved everything I set out to do. But inside? I was quietly exhausted, disconnected, and wondering if this was really all there was. Yet, I continued because that was the only way I knew!

    Fearless Girl statue facing the Wall Street Bull

    20+

    Years in Finance

    $100B+

    Assets Due Diligence

    Pioneer

    Among First Latina CFOs
    in the Hedge Fund World

    100s+

    Women Transformed

    3 Daughters

    Who Changed My Life

    The Awakening

    When Everything Changed

    Heart-centered awakening

    Then my life took a turn. I lost my mom to cancer, and my world stopped. In that devastating stillness, I was forced to look at everything differently.

    I recognized the relationship with my kids wasn't what I thought it was. I found myself repeating patterns I swore I'd never repeat. That's when I discovered there was nothing to fix in my kids, it was me who needed to look within.

    I had been high-functioning, driven, achieving, yet missing Life. I had learned to prove my worth through endless doing. So feeling was not an option and taking time for myself came with a lot of guilt.

    And still... it never felt like enough.

    The Transformation

    Where Strategy Met Soul

    My work is inspired by my own journey in the corporate world, the loss of my mother, the life of my grandma, and mothering three daughters in a world that has forgotten to honor and empower women from within.

    My transformation came from learning how to integrate two worlds: the mind and the Soul. Aligning the seen with the unseen, yet deeply felt.

    Every cycle of my life, as a daughter grieving, a professional ascending, a mother struggling, a woman awakening, demanded something different from me. Yet each version needed the same thing:presence with myself, reconnection to my Soul, and the return to trust.

    "Success without presence is costly. Achievement without connection leaves something essential untouched."

    For years, I unconsciously measured my worth through performance and perfection.

    Until one day, I turned inward with the same dedication I'd applied to spreadsheets and multi-million dollar deals, learning how behavior, emotion, neuroscience, and intuition inform one another, and how transformation occurs when they are addressed together. However, this time, the shift came from more than knowledge, it was from embodying and inner-standing these learnings.

    My "I know best" mind softened and my Intuition strengthened. Being intentional empowered my doing. My connection to others became deeper.

    In that clarity, I recognized a pattern that reached beyond me, one I had inherited, and one I repeatedly encountered in my work. Brilliant women, across generations, across countries, carrying immense capability while quietly overriding and doubting themselves. This is why I do this work, to break generational cycles for the young girls growing in this world.

    Geno La Placa - embracing presence and joy

    Today, I guide high-achieving women to recognize that every new season in their life calls for a different version of them, and together, we discover what this version needs.

    "One of my greatest glimmers is seeing the women I work with reclaim their inner power and lead their lives from presence and purpose."

    This is the heart of my work: I walk alongside my clients through their transformation, holding space until they find their path.

    She helped me find my voice againLife-changing workFinally, I understand my patternsA rare blend of depth and strategyGeno sees what others missTransformational doesn't begin to cover it
    She helped me find my voice againLife-changing workFinally, I understand my patternsA rare blend of depth and strategyGeno sees what others missTransformational doesn't begin to cover it

    In a Nutshell

    A Few Things About Me

    Click each card to flip

    morning ritual

    Breathwork + Meditation

    morning ritual

    guilty & daily pleasure

    Dark Chocolate + Cappuccino

    guilty & daily pleasure

    dream destination

    Mediterranean Islands

    dream destination

    on my nightstand

    The Presence Process

    on my nightstand

    recharging looks like

    Ocean walks and deep conversations

    recharging looks like

    core value

    Be Kind & Present

    core value

    daily non-negotiable

    Say I love you to my girls and husband

    daily non-negotiable

    currently obsessed with

    Collaborating with other Women

    currently obsessed with

    superpower

    Inspire others to see their own light and embrace their shadow

    superpower

    A Truth I Live By

    "The wound is the place where the Light enters you."

    — Rumi

    Certifications & Training

    A Lifelong Student

    "My fascination with the mysteries of human behavior has led me on a lifelong journey of discovery, wonder, and awe."

    • Executive Coach by Berkeley Executive Coaching Institute (BECI)
    • Finding Your Best by Finding Mastery by Michael Gervais
    • NLP Master Practitioner
    • Timeline Therapy Master Practitioner
    • Positive Intelligence PQ Coach
    • Mindfulness & Meditation Teacher Training with Tara Brach & Jack Kornfield(in progress)
    • SOMA Breath Level 1(in progress)
    • Conscious Parenting & Life Coach by Dr. Shefali
    • Compassionate Inquiry Trauma Informed by Gabor Mate
    • Beyond Behaviors by Dr. Mona Delahooke
    • Certified Soul Psychology Coach by Suzi Lula
    • Past Life Regression & Hypnosis by Brian Weiss
    • Certified Grief Educator by David Kessler
    • Liberation Coach by Zen Stoic
    • The Presence Process Guide
    • Intuitive Intelligence Certified Practitioner & Teacher by Institute for Intuitive Intelligence
    • Anxiety & OCD Certification by PESI

    Where This Work Was Born

    My First Teachers

    This work started beyond a classroom or Wall Street.
    It began in relationship with the people who loved me.

    MY GREATEST TEACHERS

    " My daughters, my inspiration.

    Motherhood taught me that leadership is presence. That breaking generational cycles is a choice we live and embrace daily. And that the way we relate becomes the legacy we pass on.

    my three daughters

    This work is more than something I do. It is something I was shaped for, by the people before me.

    And every woman I work with becomes part of this living lineage.

    That legacy is now living beyond our own home. My daughters Valentina and Gigi founded Teen (Co)Lab, a movement helping girls their age find their voice and confidence, and I have the honor of serving as their Founding Advisor and Mentor, watching this work carry forward into the next generation.

    Your Next Chapter

    Ready to Begin Your Transformation?

    Whether you're a high-functioning executive, conscious mother, or visionary leader, this is the space where cycles break, presence leads, and your next chapter begins.

    A discovery call is an invitation, not a commitment.