WHO IS MONEYMADAM?

My name is Elodie Sogan, I’m 31 years old and I live in the canton of Fribourg. I’m the founder of Money Madam and Elo Indefi, platforms dedicated to making finance accessible to everyone.

My story with money

My passion for saving and investing is nothing new. From a very young age, thanks to my Italian nonna and my parents, I learnt the value of every franc. Every sou I received on my birthdays went straight into my savings account.

After studying economics and communications at university, I began my career in marketing. That’s where it all really took off: my first proper investments, followed by a role as Marketing Manager at a crypto company.

My very first investment? Bitcoin – long before I even opened a pillar 3a account. But don’t worry, two months later, I had my pillar 3a account and other investments in funds and ETFs.

The Money Madam moment

Whilst working for this company, I had the extraordinary opportunity to:

  • Take part in financial events
  • Appearing on RougeFM every Monday to answer listeners’ questions about finance and cryptocurrency
  • To share my knowledge to help others take control of their financial future

In the summer of 2022, the crypto crash led to the entire marketing team being made redundant. But this ending turned into a new beginning:

  • November 2022: Launch of the Elo Indefi TikTok account
  • March 2023: Launch of the Elo Indefi YouTube channel and the Money Madam podcast
  • September 2023: Launch of the blog to help you achieve financial independence
  • 2023: An invitation to TEDx – a turning point that raised my profile in French-speaking Switzerland and reaffirmed my mission to make financial education more accessible
  • 2024: 10 conferences held
  • 2025: 12 talks delivered, and more than 60 people supported through one-to-one sessions

My expertise

To ensure I can support my community as effectively as possible, I took a significant step forward in 2025: I became an IAF-certified financial planner, accredited by FINMA. This certification sets me apart from many other finance bloggers and enables me to offer you professional, recognised support.

As a speaker and moderator, I regularly take part in banking and crypto conferences. This active involvement in the industry enables me to stay at the forefront of the latest trends and provide you with the best solutions.

What makes me stand out? My unique expertise, which combines three sectors: banking, insurance and crypto. This 360° perspective enables me to create neutral, unbiased educational content, so that you can make the best-informed financial decisions.

Why financial education is so important

In an ever-changing economy, no one is immune to redundancy or unforeseen circumstances. Financial concepts often seem daunting and tedious, which puts many people off.

The problem? Without the right knowledge, it’s easy to make financial decisions that don’t align with your goals or risk profile.

The solution? Learn the basics so you can make informed decisions and chart your own financial course. Getting to grips with the world of investing on your own isn’t always easy, but together, I promise you’ll get there!

Who is my content aimed at?

My content is for you if:

  • You want to get your finances in order but don’t know where to start
  • Are you looking for reliable and accessible information?
  • Do you want to understand without getting bogged down in technical jargon?
  • You aspire to financial independence

Spoiler: It’s not as complicated as you think!

Let’s keep in touch

I welcome your comments under each post and am happy to reply to them. For suggestions on topics or any questions: eloindefi@gmail.com

Disclaimer

My content does not, under any circumstances, constitute personalised investment advice. As an IAF-certified and FINMA-accredited financial planner, I share educational information based on my expertise and experience in the banking, insurance and crypto sectors.

Although I manage my own finances, I am not responsible for your investments. Investing is a process that begins with learning. Everyone can manage their own finances, but they are also solely responsible for them. Investing involves risks for which you are solely responsible.

My content is created for information and entertainment purposes only and does not constitute investment advice.

And now… enjoy the read!