Helping First-Gens,
BIPOC, and Women

Build their legacy through entrepreneurship.


My mission is to inspire other first-gens to be their most authentic self and start their business so they can live at their highest potential.

I do this by sharing my experience as a first-gen Latina serial entrepreneur in various platforms. I can help you navigate your entrepreneurial journey. Through one-on-one coaching and group coaching, you can begin making your entrepreneurship dreams a reality today!

About Me:


Hello! I am

Lucy Ortega.

I am a first-generation Latina serial entrepreneur from South Los Angeles. Like many, my parents immigrated this country for me in hopes of getting an education and “stable” career. Pursuing entrepreneurship at first felt like minimizing my parents’ sacrifices. However, I realized entrepreneurship is key to building my own legacy. Now I want to help others create their own legacy.

about the brand

By Lucy Ortega is a brand for first-gens BIPOC who want to live at their fullest potential and are looking for community and guidance, that empowers them to take action. Unlike other non culturally relevant coaching programs, I focus on providing life changing support while uplifting our stories.

Want to work with me?

Lucy is passionate about helping first-gens, women, BIPOC, LGBTQ+ folks, and students start their own businesses. She is able to cover a wide range of topics including personal finance, starting a business, content creation, story-telling, and building a business coaching is a transformative three-month journey tailored to your own entrepreneurial needs. Together we will create a plan that works for your business. We will work on building an abundance mindset and empowering you to become the confident business owner you are meant to be.


Schedule a complimentary 30-Minute Call. During the call, we will create a plan how I can help you start taking ACTION!


Lucy is passionate about helping first-gens, women, BIPOC, LGBTQ+ folks, and students start their own businesses. 

Ready to learn how to turn your idea into a business?

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