You’re here because something in you is ready.

Maybe you’ve known it for a while, maybe it just clicked. Either way, you found this place, and that’s not an accident.

Lucra is where people with big dreams come to get clear on what they’re building, confident enough to trust themselves, and supported enough to actually do it. No fluff, no hype, just the real work that changes everything.

At its core, Lucra is about freedom. The freedom to build something meaningful, to live on your own terms, and to stop waiting for permission to become who you are meant to be.

Meet Mindie

Photo: Wendy Yalom

I’m Mindie Kniss (you say the “K” and Kniss rhymes with miss). I’ve been doing this work since 2007, and by “this work” I mean helping people wake up to what’s possible and then get out of their own way long enough to make it happen.

Here’s the short version of how I got here: I left a Fortune 100 career because I value freedom more than security. That decision led me straight into foreclosure, eviction, and eventually bankruptcy. Not exactly the highlight reel! But it was part of my path, because I had to rebuild everything from the inside out. That process became my life’s work.

Today I run Lucra®, write books, trade the financial markets, and coach people who are ready for change. I hold degrees in Theology, Creative Writing, and Philosophy (yes, all three), and I’m a certified coach through the International Coach Federation.

I’ve spoken at Zappos, Mindvalley, Summit Series, and the National Speakers Association, among others. I lived and worked in East Africa creating HIV/AIDS prevention programs for women and children, which earned me a Global Health Fellowship. I’m the author of The Heart of Consciousness and the host of The Lucra Podcast. My next book, HeartPath, is forthcoming from Hay House (Penguin Random House) in 2027.

But honestly, none of that matters as much as this: I am SO stoked for you to reconnect with what is burning inside you. I know you have something important to contribute, and I want to help you get there.

The Origin Story

Mindie Kniss and Sean Stephenson
Photo: Mollie Cardali

Lucra was born from partnership. In 2009, I met Sean Stephenson, and we quickly realized we were building toward the same thing from different angles. He was a speaker; I was a coach. We married in 2012 and eventually merged our businesses into what became Lucra.

Together, we created sold-out events and programs that helped thousands of people step into their potential. Sean passed away suddenly in 2019, but his spirit remains deeply woven into everything this brand stands for: courage, joy, and the refusal to let circumstances define you.

If you’d like to know more about Sean, visit his legacy page.

Sharing the Wealth

Lucra is a proud member of 1% for the Planet.


A percentage of our proceeds also goes to organizations like Kiva.  Our HeartPath Giving Team has provided over 300 loans to entrepreneurs in more than 30 countries.