Today we’d like to introduce you to Kelly Pender.
Hi Kelly, so excited to have you with us today. What can you tell us about your story?
My entrepreneurial journey began in 2019, when I was working full-time as a yoga teacher. During that time, I became the first person in history to create, direct, and model in my own yoga collection on the Asana Rebel app, which marked an early milestone in blending my creative expression with my professional work.
As I evolved into mindset and manifestation coaching, I began to notice a pattern: despite having strong business and content strategy in place, my income remained capped for years. This led me to question the deeper reason behind inconsistent results, and I started to shift my focus inward.
I became highly aware of the behaviors, standards, and identity patterns that were shaping how I showed up in my business. This awareness changed everything. I began setting larger, more expansive goals, such as speaking on stages and publishing my book, before I felt fully “ready,” and focused on training my subconscious mind and nervous system to align with those outcomes first, rather than waiting for external validation.
Over time, my work naturally evolved beyond traditional mindset and coaching frameworks and expanded into a deeper focus on identity and positioning. I saw firsthand that strategy alone was not the limitation – identity was the real driver of income, visibility, and opportunity.
This evolution ultimately led me to found RICHCODED, a company focused on wealth identity and high-level positioning for established female leaders. Through my work, I help women become the obvious choice in their industry – accelerating their visibility, demand, and access to premium clients, opportunities, and stages.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
My entrepreneurial journey has not been a smooth road. In the early years, I followed the conventional “rules” of the coaching industry: how to speak, present, and position myself in a way that was considered professional, polished, and widely accepted.
In doing so, I softened my message and underplayed the depth of my work in an attempt to be more palatable and avoid making others uncomfortable. Over time, I realized that this approach was actually limiting both my self expression and the results I was capable of creating.
The real turning point came when I stopped trying to fit into an existing framework and began building my own. I shifted from focusing on strategy alone to understanding the deeper role of identity – how a leader sees themselves, how they are perceived, and how that directly shapes income, visibility, and opportunity.
That process required years of unlearning, refinement, and personal recalibration. I had to fully step into my own voice, my gifts, and the level of impact I knew my work could create.
What I discovered and what I am now deeply passionate about teaching is that strategy without identity alignment will always have a ceiling. When identity shifts, everything else follows: how you show up, how you are received, and ultimately, how quickly your work translates into income and visibility.
We’ve been impressed with RICHCODED, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
I founded RICHCODED, a company focused on wealth identity and high-level positioning for established female leaders, founders, and experts who are ready to be seen, valued, and compensated at a significantly higher level.
My work sits at the intersection of identity, perception, and visibility. I help women refine how they are perceived in their industry so they are no longer overlooked, under-credited, or underpaid for the level they are actually operating at. The result is a shift in how they are responded to in the marketplace – leading to faster decision-making from clients, increased demand, and greater access to premium opportunities, International stages, and high-ticket sales.
What I am known for is my ability to identify the gap between a woman’s actual capability and how she is currently positioned in the industry. Many of my clients are already highly skilled, experienced, and visible, but not yet fully recognized or compensated in alignment with that. I work to close that gap by recalibrating their messaging, presence, and strategic positioning so they become the obvious choice in their space.
What sets my work apart is that I do not focus on motivation, confidence-building, or traditional strategy alone. Instead, I specialize in how perception drives income – how being seen differently directly changes how quickly money, clients, and opportunities move toward someone. My approach is deeply rooted in identity and market positioning, not just tactics or visibility for visibility’s sake.
One of the things I am most proud of brand-wise is the results my clients create in a short period of time once they are properly positioned. I’ve seen clients move from feeling overlooked to being invited onto international stages, launching global-facing brands, and creating significant income shifts – such as $10K+ day because their work is finally being seen at the level it deserves.
At its core, RICHCODED is for the woman who is no longer trying to “become” powerful, but is ready to be recognized and paid as if she already is.
Where do you see things going in the next 5-10 years?
Over the next 5-10 years, I believe we will see a significant shift away from traditional coaching and service-based industry structures and toward a new era of category creation – where top female leaders are no longer positioning themselves within existing industries, but instead building their own.
Rather than competing for visibility or validation within saturated markets, I see women stepping into full ownership of their intellectual property, methodologies, and lived frameworks, and creating entirely new lanes that reflect the depth and originality of their work.
In many ways, this is already beginning to happen. We are moving into a time where identity, positioning, and thought leadership matter just as much, if not more, than credentials or traditional strategy. The leaders who will stand out are those who are willing to define new language, new standards, and new ways of working that cannot be easily compared or copied.
This is something I have personally embodied in my own work. I’ve created my own methodology and body of work called Tap + Twerk that blends identity, visibility, and expression in a way that does not fit neatly into existing coaching categories. That process has shown me firsthand that when you stop trying to fit into an industry and instead build from your unique perspective, you don’t just participate in the market – you help redefine it.
I believe the next generation of female leaders will stop asking ‘How do I stand out?” and instead ask, “What industry am I here to create?”
Contact Info:
- Website: https://kellypender.com/
- Instagram: https://www.instagram.com/iamrichcoded/
- Facebook: https://www.facebook.com/iamrichcoded
- Youtube: https://www.youtube.com/@IAMRICHCODED
- Other: https://podcasts.apple.com/us/podcast/rewire-yourself-rich/id1523703137
