For 34-year-old Dutch-Ethiopian entrepreneur Kanessa Muluneh, money isn’t the goal—it’s the gateway. Now in her third year living in Dubai, she doesn’t believe in saving money the traditional way. Instead, she focuses on generating income, creating freedom, and building billion-dollar companies. Her ultimate aim? Sell one of her businesses for $1 billion or more before she turns 40.
“To me, money means freedom,” she says. “It buys time, flexibility, and choices—not just things.”
We sat down with Kanessa to understand how she built her philosophy on money, and why saving, in her view, is no longer relevant in today’s world.
What would you say to money if you could write it a letter? “Dear money, you get blamed for so much, but you're not the villain. It’s how people use you that counts. The real power lies in mastering how to handle you.”
How do you define your relationship with money? “I don’t chase money—I chase the freedom it offers. It’s not about a number in the bank. It’s about having control over your day, your choices, your future.”
How did you come to see money this way? “For a long time, I thought money would bring happiness through luxury and material things. But once I had it, the real joy came from time. Hiring the right people, outsourcing work, having the flexibility to live life on my terms—that’s what wealth really gave me.”
What did your mother teach you about wealth? “She taught me that your network is your net worth. Even without a lot of cash, she always had the right people around her. Support, care, resources—it all flowed from her relationships.”
What’s been the most eye-opening money moment in your life so far? “Going back to the Netherlands after living in Dubai, I saw how far I’d come—not because I had more talent or better luck, but because I made different choices. I invested time and money differently. That showed me how powerful smart spending and smart company can be.”
How has Dubai changed your view of money? “Dubai encourages you to think bigger. Since moving here, I stopped trading time for money. Instead, I built multiple income streams. We live well, we spend big, but we earn smart. There’s always a way to earn more than we spend.”
What advice would you give your younger self or your kids about money? “Don’t worry about saving—focus on earning it back faster. Learn how to sell. Every business begins with a problem. If you can identify that problem and solve it in a scalable way, you’ll never be broke. Every time money’s tight, I just remind my audience of the problem I solve for them.”
What’s your idea of a luxury spend? “Buying anything without checking your bank balance first. That’s true freedom. In business too—being able to invest in or acquire a company just because you believe in it, not because you’re budgeting for it.”
Do you plan your finances long-term? “Not really. This isn’t the kind of economy where long-term planning makes sense. But I do plan to sell one of my companies for $1 billion or more before I turn 40. That’s my big goal.”
What’s your financial dream? “I want to build at least two companies that bring in over a billion dollars in actual cash. Not just paper valuation—real money in the bank.”
Do you save monthly? “No. But we always end up with money left over—personally and in business. That’s because we focus on building multiple revenue streams that keep our cash flow strong.”
How much do you want to have by age 65? “Enough to live comfortably. I expect to hit multibillionaire status by 40, and by the time I retire, I want to donate the rest. Money should work for people, not just sit in an account.”
Kanessa’s outlook on money reflects a new wave of entrepreneurs who aren’t tied to outdated financial rules. In her world, money isn’t saved—it’s created, multiplied, and used to design a life of purpose, impact, and choice.
