Skip to content

The Mission

Big Dream & Vision

Our dream is to grow Sammy Rabbit into a global source and force for good by making it easy for anyone to educate and encourage children, families, and communities to dream big and develop great habits, starting with money habits.

Our aim and objective are to develop generations of children who possess and practice great habits, who become self sufficient, are capable of making their big dreams come true and support others in doing the same!


Sammy's mission is to inspire the dreams and build the money habits of 100,000 children in 2024 through the Money School. Enroll a child today with a free or low cost premium membership.

The Why

Understanding how to acquire and manage money is vital to leading a successful, secure, and healthy life. Starting the process early is essential.

The problem: kids’ money habits and attitudes form much earlier than many people realize. In fact, Cambridge University research indicates that adult money habits are set by age 7!

Studies reflect a lack of financial literacy has become a worldwide epidemic. The wrong financial habits debilitate kids dreams and futures. The right financial habits empower them.

Dreams give us purpose and aim. Dreams have the power to drive our actions, form our habits, and shape our behavior.

I know that is what happened for me. Thus, I know it is possible for others with the right habits, education and encouragement.

I grew up in what I now lovingly refer to as "upper" poverty. I had no idea at the time. I knew I did not have everything I wanted, but it seemed I had everything I needed:

---A truckload of "old school" love and discipline from mom, dad, grandma, aunts, uncles, neighbors, teachers, and youth leaders. (Old school now, not to them; we had it "easy" :-)

---Food, if I could beat my brothers and sister to it :-).

---We had a place to sleep. The two bedroom, 1 bath, 1 phone, fit all 7 of us in it, including grandma.

---And, I had my brother's "hand me down" clothes.

We did not have a dime to spare; at least that is what my dad said. I knew it was true, because when I would ask him for a dime for a soda, he would say no. And, I knew it was really true when I attended college. That's where I discovered our family was hovering at the poverty line, among many other things I discovered.

Dad would also say, you can have anything you want, if, you are willing to work for it. Are you willing to work for it? Wow! That was genius. It was life-transforming. I had no idea at the time. I just knew I wasn't getting a soda.

That type of knowledge, which it turned out my father and mother had in abundance, is one of the primary factors why I made a habit of saving and investing at 21. They called it "common sense."

In my mid 30s when I decided to give financial services a try, I discovered it wasn't that common. Many adults shared with me repeatedly, their despair for not learning about and starting to save and invest earlier in their lives.

That is when I discovered how lucky I was to receive the guidance I did early in life. That is when I found my "why" and my life's purpose was revealed to me - to guide children and families into the habits of saving, investing, spending smart and giving wisely. That is when Sammy Rabbit and the Sammy Rabbit mission were born.

The Challenge and Solution

Teaching and talking to kids about money and habits aren’t easy. That is especially true at early ages. Parents struggle with it. Teachers don’t feel qualified to do it. Many financial service professionals have conflicted interests or struggle engaging kids. Yet that is exactly when the education process needs to begin. It is the point of greatest influence and impact in both the learning, habit, and attitude formation cycles. Sammy Rabbit solves the challenge by making an abundance of fun and easy to use strategic resources and experiences available and accessible to all.