‘I started Manuka Media with no budget, just social media and my personal brand’

In our latest Women in Finance Interview, Tony Sanchez speaks to Rosalia Lazzara.

Rosalia is the founder of Manuka Media, a social media and branding agency specialising in the mortgage and finance sector.

She started her career in financial services in 2015, first as a master broker and later as a business development manager for a specialist lender, gaining experience across commercial finance, bridging finance, second charge secured loans, residential mortgages, and development finance.

With her combined background in finance and marketing, Rosalia brings a creative yet compliant edge to helping professionals stand out online.

Known as “the splash of yellow this industry needed,” she’s a speaker, enterprise adviser in schools, and host of the Money Honey podcast. Her mission is to make financial services more human, while empowering financial brands to educate society on money, property, and investment.

Outside of business, she’s a wife, homeowner, parish volunteer, yogi and weightlifting warrior, sun seeker, and proud cat mum.

What brought you into financial services? 

I actually fell into financial services by accident. My background was in helping people doing business development, events, and sales, so when the opportunity came up in mortgages and finance, I knew I had the right skills, I just needed to learn the products.

Looking back, the passion was always there in the background without me realising it. My parents and grandparents were always interested in property, and my parents built a portfolio of their own. I grew up surrounded by the property world, seeing first-hand how important it was for families and for building a future.

What started as a career opportunity became something much bigger. It was a chance to build on my family’s influence, dive deeper into property, and eventually start my own journey as a homeowner and now an investor.

What do you think makes a successful leader? And in particular women leaders? 

For me, a successful leader is someone who’s willing to do the uncomfortable things most people avoid. It’s about being bold, taking initiative, and showing up with consistency. But leadership isn’t just about what you do, it’s about the people around you, and creating a safe space where others feel confident, supported, and able to grow into the best version of themselves.

For women especially, it’s about leaning into our strengths like empathy, collaboration, and intuition, and showing that leadership doesn’t have to look one way. True leadership is about setting a vision, taking action, and bringing people with you on that journey.

What are the biggest barriers you have faced in your career in financial services? 

Early on, one of the biggest challenges was credibility. Being young and female in a male-heavy space meant I often had to prove myself twice over to be taken seriously. That could have been discouraging, but instead it became fuel. I focused on building my knowledge, taking action, and showing that I deserved a seat at the table.

The second big challenge came later and was completely unexpected. In 2020, I was made redundant. I thought I was in a safe, secure industry and had a job for life, but I quickly learned how fast the market moves and how volatile it can be.

Overnight, I had to reshape not just my career but my entire identity. I knew I wanted to stay in the industry, so instead of waiting for another opportunity to come along, I created my own. That is how Manuka Media was born.

If you could tell your younger self one thing you know about business now, what would it be?

Do it scared. The fear never fully goes away, but action is what builds confidence. Every step forward, even the shaky ones, teaches you more than waiting until you feel ready.

I would also tell myself not to take everything so seriously. You cannot predict the future, so stop overthinking, be flexible, have fun with the journey, and give yourself permission to take a break. The to-do list will never truly be finished, so learn to enjoy the process along the way.

What’s your own personal mantra?

Be unapologetically yourself. The right people and opportunities will align when you stop trying to fit into someone else’s version of success.

What do you think is key for finding a successful work-life balance? 

I’m not going to pretend I’m some kind of work-life balance ninja. For me, balance isn’t about getting it perfect every day, it’s about being intentional with my time and knowing my non-negotiables: family, health, and community. I lift weights, practise yoga, volunteer, and make time for sunshine and travel because those things keep me grounded.

That said, I do sometimes work on holiday or even when I’m on the sofa relaxing, if something pops into my head or an important opportunity comes through. This is my business at the end of the day, and I love it. But then there are also times when I go the complete opposite way. I’ll have duvet days, hibernate, and not speak to anyone.

For me, balance is about letting it flow between those extremes and making it work in real life.

What’s one key leadership lesson you’ve learned along the way?

Leadership is not about having all the answers. It’s about creating an environment where the right answers can emerge. Surround yourself with people who challenge and complement you, and trust them to shine.

What advice do you have for women aiming for leadership positions? 

Be visible and own your voice. Don’t shy away from speaking up, whether in meetings or on platforms like LinkedIn. Build a personal brand around your expertise. When people know what you stand for, opportunities find you.

What do you think is holding women back?

Self-doubt and fear of judgement. Too many women hesitate because they worry about being seen as “too much” or “not enough.”

Once you let go of that, you realise you don’t need to fit into someone else’s idea of leadership.

Do you think there is still a glass ceiling?

Yes, but it’s thinner than it once was. Progress has been made, but structural change takes time. The more we see women in leadership positions and celebrate them, the faster that ceiling will crack.

What are your thoughts on the Women in Finance Charter?

I think it’s a great initiative, but the real test is in the follow-through. Signing up is one thing; embedding accountability, visibility, and support for women at all levels is what will drive lasting change.

How do we encourage more women into financial services? 

By showing them the range of careers available and making female role models visible. I spend time in schools teaching financial literacy and business skills because I believe exposure at a young age is vital. If young women can see it, they can believe it’s possible for them too.

The gender pay gap is only second worst to the construction industry. What can organisations do to address this? 

Transparency is the first step. Businesses should regularly review and publish pay structures, ensure hiring and promotion processes are fair, and hold leadership accountable for closing the gap. Equality isn’t achieved by words alone. It’s a structural commitment.

What is your biggest achievement to date?

Definitely building Manuka Media. I started it completely from scratch with no big spends or marketing budget, just social media, free resources, and my personal brand. To see it grow into a recognised, trusted partner for finance professionals is something I’m really proud of.

On top of that, building a team, going from just me doing everything to now having 12 people, feels huge. Being able to provide jobs and help develop other people’s careers is a massive achievement in itself.

I’m also proud of the things I’ve been able to give back to the industry. My book Social Media Marketing for Mortgage Brokers became an Amazon number one bestseller across seven categories, and it was something no one in the industry had ever put together before.

The Money Honey podcast has also been a big one, with over 100 interviews giving women a platform to showcase their talent and have their voices heard. Alongside that, I’ve hosted female-focused events like Ladies Who Cannes and the Women in Finance Retreat, creating spaces that are educational, fun, and empowering.

Then there are the speaking opportunities, from selling out our own Social Selling Hive events to being invited on stage at the Personal Finance Society and being featured in industry magazines

. I’ve also been able to support financial education in schools, helping young adults transition into higher education or their careers, which feels incredibly meaningful.

And personally, doing all of this while still creating a lifestyle where I can be present for my family and community is the part that makes me feel like it’s all been worth it.

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