Meet Verta Maloney

We recently connected with Verta Maloney and have shared our conversation below.

Hi Verta, thank you so much for joining us today. There are so many topics we could discuss, but perhaps one of the most relevant is empathy because it’s at the core of great leadership and so we’d love to hear about how you developed your empathy?

Growing up and getting to exist as a Black woman in this lifetime are where my empathy is rooted. My lived experience as part of the global majority in a world that is systematically designed to marginalize me allows me to understand the world from multiple perspectives. Ever since I was a little girl I wanted things to be fair & just & kind and as I grew I came to understand that the world is just not like that — yet — and in so many ways it just made me more determined to live a life in pursuit of these things for all of us, even if only in the small worlds I inhabit. I also believe that community is key to developing empathy. Witnessing and listening to the experiences of others has cultivated a deep sense of compassion and community that I hope others can see in the companies I have founded and the work I have been able to do with so many brilliant organizations. Empathy is a process and a journey of learning and unlearning if we hope to stand in solidarity with others, especially those that systems continue to marginalize. I seek always to be a safe space and cultivate safe spaces, where our stories are shared and vulnerability is met with understanding, so long as they do not conflict with anyone’s right to exist.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

I’m incredibly fortunate to bring everything I’ve learned as a facilitator in anti-oppression, anti-racism, and pro-Black advocacy, together with my experiences as a founder, into my role as Managing Director of Brand Strategy & Research at Percapita. At the same time, I continue to grow 45 Lemons alongside my best friend and lifelong collaborator, Naa Yirenkyi. It’s a beautiful blend of purpose-driven work and personal passion, channeling all my skills and values into meaningful, lasting impact.

As the co-founder of 45 Lemons, I’m deeply committed to helping organizations and individuals embrace inclusion and empathy. At 45 Lemons, we focus on creating spaces where people feel they can bring the fullness of who they are to work in meaningful ways. We offer coaching, workshops, and strategy sessions aimed at making sure that diversity, equity, and inclusion aren’t just buzzwords, but values that transform the culture of the spaces we operate in. What excites me the most is watching organizations and leaders learn how to practice empathy and create environments that are safe and affirming for everyone.

At the same time, I’m also the Managing Director of Brand Strategy and Research at Percapita, a fintech company focused on bridging the gap between financial wellness and financial services centering those who need it most — hourly employees and the people they love. Our mobile app is an all-in-one tool that helps people manage their day-to-day finances, plan for their goals, and access critical services like earned wage access and international transfers. What’s special about Percapita is our focus on financial wellness and transparency — we don’t just want to offer services, we want to empower people to make informed decisions about their money. We are also doing some exciting things with gamification at Percapita. I’ve always believed in the power of gaming, not just as a form of entertainment but as a way to build community. Co-founded the*gamehers taught me so much that I get to incorporate into my current roles.

Both 45 Lemons and Percapita are close to my heart because, in different ways, they are about empowering people to live their best, most authentic lives. What connects all my work is this deep desire to see people and organizations thrive, not just by checking off boxes, but by doing the hard, transformative work of empathy and empowerment.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

In June I had the honor of giving my very first High School Graduation Commencement Speech at Orchard Collegiate Academy High School in New York City. It still blows my mind that they chose me to speak to these brilliant young people as they embark on this next phase of their lives. Here are the lessons from the vertaverse I shared with them and the advice i have for folks early in their journey

Number One – Be You – Unapologetically

There is literally no one else in the world like me just like there is no one out there just like you. YOU are THE special sauce. 

Maya Angelou once said, “If you are always trying to be normal, you will never know how amazing you can be.” It’s a simple yet profound reminder that authenticity is your most powerful asset. In a world that constantly tries to shape you into something else, staying true to who you are is both a challenge and a gift.  

The things that you dislike about yourself or make you quirky today are the very things that will make you a success in the future. Embrace them, nurture them, and let them shine.

Number Two – Stand for Something – Know Your Core Values

Kindness and Justice are two of my core values and they are in large part how I find myself here today. In high school I was the homecoming queen. And the one thing I remember about why was because the wife of one of my classmates told me tit was my kindness that got him through high school. He always sat alone and lunch and some kids were so mean to him. It made me so angry & to me it was just not right. So a few times a week, I had lunch with him. I never knew the impact that had because I was simply being guided by what I believed.

Your values are your guiding star. They define who you are and what you stand for. Take the time to understand what matters most to you. Is it honesty? Compassion? Courage? Is it being a safe space? Is it Discipline? Once you know your core values, let them guide your decisions and actions. 

Number Three – Be Brave – Don’t Stay Where You Are Not Loved and Respected

Life is too short to spend in places where you are not valued. Be brave enough to leave situations that don’t respect your worth. Whether it’s a job, a relationship, or a friendship, a company you founded, surround yourself with people who uplift and support you. 

Number Four – Run Your Race – Even When There Are Hurdles in Your Way

I was a hurdler in high school. There are so many life lessons that we learn on the court, on the field and on the track. Hurdling taught me that life will inevitably throw challenges your way. But remember, it’s not the hurdles that define you; it’s how you overcome them. Run your race at your own pace. Don’t compare your journey to others. Stay focused on your path and keep moving forward.

Number Five – Be Curious – Create a Life That Interests You

Curiosity is the spark that ignites lifelong learning. Never stop asking questions. Explore new interests, seek new experiences, and continuously expand your horizons. A curious mind leads to a rich and fulfilling life.

Number Six – Find Your People – Trust the Vibes

Surround yourself with those who resonate with your values and energy. Make it an intergenerational group. I mean come on, you can have free meals for life with Gen Xers and Boomers in your life. Seriously tho, having a diverse squad will support you, challenge you, and help you grow. We are the company that we keep. Trust your instincts when it comes to relationships. If it feels right, it probably is. If it doesn’t, don’t be afraid to walk away. 

Number Seven – Be a Frog, Not a Dinosaur 

Did you know that frogs and dinosaurs roamed the earth at the same time? We all know which one is still here. In today’s rapidly changing world, adaptability is key. Be like a frog that can thrive in different environments, not like a dinosaur stuck in the past. Embracing change, learning from it, and growing with it. Your ability to adapt will be a crucial factor in your success.

As we end our chat, is there a book you can leave people with that’s been meaningful to you and your development?

all about love by bell hooks

I struggle almost every day as a Black woman (working) in America to find my space between love and rage and resistance and acceptance. Whenever this space feels elusive, especially in my professional world, I always return to bell hooks. This definition of love from M. Scott Peck that hooks offers has been my north star — the will to extend one’s self for the purpose of nurturing one’s own or another’s spiritual growth. love is as love does. love is an act of will — namely, both an intention and an action. will also implied choice. we do not have to love. we chose to love. (all about love: new visions, p4)

Every day I challenge myself and I challenge everyone reading these words to make love a part of your work. Put love in your vision and mission statements. Ask about love in your interview processes. Make love a core value.

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