Makers & Movers: Jason Vitug

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For this edition of the Makers & Movers series, we’re featuring Jason Vitug, an entrepreneur who transformed his passion for financial wellness into a thriving platform. His company, Phroogal, is helping people worldwide simplify their finances, build confidence, and design lives that feel good.

1. Introductory Insight

What is your name, and what is your side hustle or business?

My name is Jason Vitug, and I’m the founder of phroogal.com, a financial wellness platform that helps people live well and feel good about their money. I’m also an author, speaker, and entrepreneur on a mission to make financial knowledge more accessible, engaging, and actionable.

Briefly describe your business or side hustle.

Phroogal started as a simple idea: what if learning about money could feel less overwhelming and more empowering? 

Today, it’s grown into a financial wellness marketplace and learning hub that connects people with the right tools, products, and education to take control of their finances and design a life they love. From online courses and challenges to curated product picks and practical guides, everything we offer is designed to help people align their money with their purpose.

How long have you been operating your business?

I launched Phroogal in 2013, fueled by my own journey of burnout, backpacking around the world, and discovering how money could be a tool for freedom, not stress.

Over the past decade, it’s evolved from a blog to a book to a full-blown business—with plenty of lessons (and pivots) along the way.

2. Business Journey

What inspired you to start your business?

Phroogal was born out of my own financial awakening. I had what looked like success on paper—good salary, career in banking, and the usual checklist of adult accomplishments—but I was burnt out, stressed, and completely disconnected from my purpose. 

I made the decision to leave it all behind and travel the world, and during that journey, I realized how little we’re taught about money and how much it impacts our well-being. I wanted to create something that combined financial education with personal empowerment—something that made learning about money feel less like a lecture and more like a lifestyle shift. That’s what sparked phroogal.

How did you transition from idea to execution?

It started with conversations. I began sharing my story, writing blog posts, and hosting events. I wanted to know what people were struggling with and how they were learning about money—if at all. That curiosity turned into research, which turned into a community. 

I built a simple website, tested ideas, and eventually went all in by launching a 10,000-mile road trip across the U.S. to talk to people face-to-face about money. That road trip was the proof of concept: people were hungry for real conversations and trusted resources. 

From there, I just kept building—one article, one product, one conversation at a time.

What were the initial challenges you faced?

Everything felt like a challenge in the beginning. I didn’t have a tech background, so building a platform was intimidating. I bootstrapped the business, so funding was tight. And honestly, getting people to care about financial wellness wasn’t easy—it’s not exactly a “sexy” topic. 

But I knew the impact it could have, so I stayed focused on the mission. I had to learn how to wear all the hats: creator, marketer, developer, and sometimes even customer support. But those challenges taught me to stay resourceful and rooted in purpose, even when things felt uncertain.

3. Strategic Moves

What does a typical day look like for you?

My days are designed with intention. I don’t just manage a business—I’m living a mission. A typical day starts with a grounding morning routine: breathwork, a bit of movement or yoga, and journaling to set my focus. 

From there, I dive into work, usually tackling creative or strategic projects in the morning when my energy is highest—writing, course development, or optimizing content. Afternoons are for meetings, email, and community-building. I always carve out space to step back, reflect, and make sure I’m not just being busy, but moving in alignment with my bigger vision. 

I try to end my day with some form of relaxation—reading, walking, or just unplugging.

How do you manage and prioritize tasks?

I work in seasons and sprints. It’s why people say they see me allover and then I disappear for a period of time. I leaned into the creative space where musicians and filmmakers work on a project, promote it, then relax to allow their mind to reset.

I’ve learned that not everything deserves my immediate attention, so I focus on what will move the mission forward. I prioritize based on impact—what will serve the community, grow the business, or support long-term goals. I’m a big fan of brain dumps, batching, and blocking time for deep work. And I also make sure to schedule breaks and space for creative flow. If it’s not scheduled, it often doesn’t happen—especially when you’re wearing multiple hats.

What tools or systems do you use to run your business?

I keep my tech stack lean but effective. I use WordPress and WooCommerce for the phroogal marketplace, paired with plugins like Academy LMS for courses, Canva for design. Klaviyo runs our email flows and CRM. 

Google Workspace keeps everything organized—Docs, Sheets, and Calendar are essential. I also use Notion for project planning, Airtable to track content and affiliate partners, and Slack or Zoom when I’m collaborating with partners or contractors. 

But honestly, the most important system is staying clear on the “why” behind everything. Tools are only useful if they support your purpose.

4. Financial Insights

What was your initial investment?

My initial investment was all heart and hustle. I bootstrapped phroogal with around $2,000 from my personal savings—just enough to get a basic website up, cover some legal paperwork, and fund the first few experiments. 

But the real investment was time. I poured in countless hours learning, creating content, and building relationships. I wasn’t just starting a business—I was building a mission from the ground up, with a lot of sweat equity and a strong sense of purpose. 

Back in 2013, I crowdfunded and raised $78,000 to build the tech behind the mission, but I failed miserably. After platform commissions, fees, and taxes, the remaining funds went to developers. And they ate that all up, and I never got a fully functional platform. I ended up in massive debt to pay programmers and cloud services. It was stressful. So I had to restart at zero by 2015 with massive debt.

How has your revenue grown over time?

Like many mission-driven businesses, the growth wasn’t overnight—it was layered and intentional. In the early days, I focused more on building trust and community than monetization. But as the brand grew, so did the opportunities. 

Revenue started with speaking engagements and book sales, then expanded into affiliate partnerships, digital products, and now, a financial marketplace and online academy. Each new layer has brought in more income, and more importantly, more impact. It’s been a steady evolution, not a viral explosion—and I’m proud of that.

How do you manage cash flow and profitability?

I treat money like a tool—not just in my personal life, but in my business too. I keep overhead low, automate where I can, and reinvest into areas that create long-term value, like education and product development. 

I track expenses regularly and plan revenue in cycles, so I’m not caught off guard. Profitability matters—but so does sustainability. For me, it’s about building a business that’s financially healthy and mission-aligned. That means saying no to opportunities that don’t fit and being intentional about every dollar in and out.

5. Growth & Outreach

What marketing strategies have been most effective for you?

The most effective strategy has always been storytelling. I lead with purpose, not pressure. Whether I’m writing a blog post, speaking on a stage, or creating a social post, I focus on connection—sharing real experiences, lessons learned, and practical steps people can take. 

Education-first marketing has been key. 

When people feel seen and supported, they’re more likely to trust the recommendations and resources I share. I’ve also found that building genuine partnerships—with credit unions, creators, and brands aligned with financial wellness—has helped expand reach and impact.

What marketing channels have been most effective for your business?

Organic content has been the foundation. SEO-optimized articles, helpful guides, and long-tail blog content have driven consistent traffic over time. Email marketing has been another growing channel—it’s where the most engaged conversations happen. I personally despise spam emails and treat the inbox like sacred space and focus on delivering real value. 

Over the years, speaking engagements, podcast interviews, and word of mouth have also been strong growth drivers. People remember how you make them feel, and that personal connection carries more weight than any ad campaign.

Have you leveraged social media or other platforms for growth?

Absolutely. Social media has helped me share the mission in bite-sized, human ways. Instagram and YouTube Shorts are where I connect through lifestyle, mindset, and mini-teachings—bringing financial wellness to life visually. 

LinkedIn has been great for building professional credibility and partnerships. And YouTube is something I’m continuing to explore more deeply to tell longer-form stories and create visual guides. But I’m mindful of not being everywhere just to be everywhere—I show up with intention on the platforms where I can actually serve and engage meaningfully.

6. Challenges & Lessons Learned

What significant challenges have you encountered?

There’s been no shortage of challenges. I already shared the massive amount of debt I incurred building the initial platform, along with shouldering most of the cost of the Road to Financial Wellness road trip events. 

In the coming years, it was imposter syndrome—wondering if I was “qualified” to talk about money in a different way than what the industry was used to. 

Then came the challenge of bootstrapping everything and figuring out how to build a tech-enabled business without a technical co-founder. Over the years, I’ve also faced the constant juggle of balancing impact with income—trying to stay mission-driven while building a sustainable business. 

And truthfully, navigating burnout has been a recurring challenge, especially when your work is rooted in purpose.

How did you overcome them?

By staying grounded in the why. 

Whenever I hit a wall, I returned to the mission—to empower people to live well and feel good about their money. I also learned to ask for help, build community, and let go of the need to do everything myself. I invested in coaching, joined mastermind groups, and surrounded myself with people who understood the entrepreneurial rollercoaster. 

I also learned to focus my time and effort on money making activities. It is a business after all and if I can generate profit I can then use it to serve more of my purpose.

And I learned to pause—to step back, reset, and realign when things felt off. You can’t pour from an empty cup, and that’s something I now prioritize deeply.

What lessons have you learned that you’d share with aspiring entrepreneurs?

Start before you’re ready. Clarity comes from action, not overthinking. Build something that solves a real problem and aligns with your values—it’s the only thing that will keep you going when things get tough. 

Don’t chase every shiny object; focus on what matters most. 

And most importantly, take care of yourself along the way. Your well-being is not a side note—it’s the foundation. Success is not just about what you build—it’s about how you feel while building it.

7. Future Plans

What are your short-term and long-term goals?

In the short term, I’m focused on expanding access to financial wellness through the Smile Money Academy, our learning platform designed to help people build a better relationship with money through courses, challenges, and community.

I’m also refining the phroogal Marketplace to make it easier for people to discover money tools that align with their goals and lifestyle.

Long-term, my vision is to help millions of people live financially well—on their terms. That means scaling education, deepening partnerships with credit unions and fintechs, and continuing to shift the conversation around money from fear and scarcity to purpose and empowerment. 

I want phroogal to be a go-to platform not just for personal finance, but for life design through financial clarity.

Are there any new projects or expansions on the horizon?

Definitely. We’re rolling out the Smile Money Score, a free quiz that helps people assess their financial wellness and get personalized resources—like a financial GPS for where you are and where you want to go. 

I’m also developing a curated product recommendation engine to better match people with tools that truly meet their needs—not just based on features, but on life goals. And I’ve got plans to expand the Smile Money Stories series, highlighting real-life journeys that show what it really looks like to create a financial life that feels good.

How do you plan to scale your business?

Scaling for me is about staying rooted while expanding impact. 

I’m building smarter systems—automating where possible while keeping the human touch. We’re also developing B2B partnerships with credit unions and financial organizations to bring our tools and courses to their members and staff. That allows us to grow while staying mission-aligned. 

Content will continue to play a big role, as will community. I believe when you educate, empower, and connect people, scaling becomes a natural byproduct.

8. Personal Insights

How do you balance work and personal life?

Balance, for me, is less about splitting time evenly and more about living with intention. 

I’ve designed my business to support my lifestyle—not the other way around. That means creating space for things that nourish me: morning breathwork, travel, movement, time with people I love. 

I’ve learned that rest is productive, and burnout doesn’t serve anyone—not me, not my mission, not the people I’m trying to help. So I set boundaries, build flexibility into my schedule, and give myself permission to unplug. Because a better life isn’t built by overworking—it’s built by alignment.

What motivates you to keep going?

I keep going because I’ve seen what’s possible when someone feels empowered with their money.

I’ve heard the stories—from people who paid off debt, started a business, or finally took that dream trip—because they felt seen and supported. That keeps me going. This work isn’t just about dollars and cents—it’s about dignity, freedom, and choice. I believe everyone deserves to feel good about their money and their life. And when things get tough, I return to that why.

If you could have dinner with any entrepreneur, who would it be and why?

I’d love to have dinner with Yvon Chouinard, the founder of Patagonia. His philosophy of doing business for good—prioritizing people and the planet over profit—is deeply aligned with how I think about building phroogal. 

He proves that you can grow a company without losing your soul, and that impact doesn’t have to come at the cost of integrity. I’d want to talk about values, legacy, and what it really means to build something that lasts beyond your lifetime.

9. Advice for Aspiring Entrepreneurs

What advice would you give to someone starting out?

Start small, but start now. Don’t wait for the perfect moment or the perfect plan—because it doesn’t exist. Clarity comes from taking action. Focus on solving a real problem and serving real people, not just making money. 

And stay connected to your why. When your work is rooted in purpose, you’ll find the motivation to keep going—even when things get messy. 

Most importantly, give yourself permission to learn, grow, and pivot. You’re not building a perfect business—you’re building your business.

What do you wish you knew before starting your business?

I wish I had understood earlier that the entrepreneurial journey is just as much internal as it is external. 

You’ll need strategy and systems, yes—but you’ll also need self-awareness, emotional resilience, and the ability to let go of what doesn’t serve you. I also wish I knew how lonely it can feel at times—and how important it is to find a supportive community. 

You don’t have to do this alone. 

And lastly, success rarely looks like a straight line. The detours are often where the breakthroughs happen.

How can one stay resilient during tough times?

Resilience comes from remembering your why, staying connected to your values, and giving yourself grace. 

Tough times are inevitable—what matters is how you respond. 

Take breaks when needed, reflect on what’s working (and what’s not), and don’t be afraid to ask for help. Reframe setbacks as part of the process—not the end of the road. And remind yourself that growth isn’t always visible. 

Sometimes the most powerful progress is happening underneath the surface. Keep going. Your story is still being written.

10. Fun Rapid-Fire Round

What’s your favorite productivity hack?

Time blocking with intention. I break my day into focused sprints and theme my days—content creation, meetings, admin, etc.—so I’m not constantly task-switching. 

But the real hack? Scheduling breaks like they’re non-negotiable meetings. Space to breathe, think, and reset isn’t optional—it’s part of the workflow. When I protect my energy, I’m way more productive and creative.

If your business had a theme song, what would it be?

“Good Life” by OneRepublic. It captures the vibe of what I’m building with Phroogal—a reminder that money isn’t the goal, it’s the tool. 

The real goal is a life that feels good, on your own terms. 

Financial wellness is about freedom, not restriction, and this song feels like that: light, expansive, and optimistic.

What’s a fun fact about you that most people don’t know?

I’ve visited all 50 states and over 40 countries—but I used to have a fear of instability and unfamiliarity. It wasn’t until I left my job and the traditional path and booked a one-way ticket to Philippines (the start of my year long backpacking trip) that I realized how much fear had been guiding my decisions. That trip changed everything—and helped shape the global mindset I bring to financial wellness today.

How can people follow your business?

You can find everything at phroogal.com—the marketplace, the guides, the courses, and the community. I also share insights and life updates on Instagram @jasonvitug and @phroogal, and you can subscribe to our newsletter for tips, tools, and a little inspiration delivered straight to your inbox. Whether you’re just starting or ready to level up, we’re here to help you make your money smile.