Women Leading and Thriving in the Finance Industry — It is Possible, Rewarding and Growing

For Shawn Bernhard, managing director and branch manager for Raymond James’ independent investment and financial services, her journey into financial advising started much earlier than most people might have expected. Growing up, her family faced financial challenges, and she witnessed firsthand the stress that financial insecurity can place on parents and a household. 

“Those experiences shaped me at a very young age,” shared Bernhard. “They instilled a strong determination to build a life where I could be financially independent and secure.” 

Coinciding with Bernhard’s early-life lessons, she had the opportunity to meet a female financial advisor who made a lasting impression on her. The advisor was confident, successful, respected and genuinely focused on helping people improve their lives. Bernhard shared that seeing a woman thrive in a profession that combined business, finance and meaningful client relationships opened her eyes to what was possible. 

“As I got older, I was fortunate enough to intern with her while I was still in high school,” Bernhard reflected. “The experience gave me an inside look at the profession and confirmed what I had already begun to realize: financial advising isn’t just about investments or money—it is about helping people achieve their goals, navigate important life decisions and create financial confidence for themselves and their families.”

That internship ultimately became the foundation of Bernhard’s career. Looking back, she said it is remarkable that someone who inspired her at a young age not only introduced her to the profession but helped launch the path she’s been privileged to follow ever since. Today, that experience also reinforces her passion for mentoring and creating opportunities for the next generation of women considering this industry.

The landscape for women in financial advising today is improving shares Bernhard, but there is still significant opportunity ahead. When she began there were fewer women in client-facing and leadership roles, and the industry often felt male-dominated in both perception and structure. 

“Today, we’re seeing more intentional efforts to recruit, develop, and retain women—but representation still doesn’t match the growing influence women have over wealth in this country,” stated Bernhard. “The industry has become more inclusive, but the pace of change needs to accelerate, within leadership and financial advising. Currently, only 18 percent of financial advisors are women. The need for gender diversity is an essential component of meeting the needs of today’s client. It is estimated that $68 trillion will be passed down from baby boomers and about 70 percent of that will be inherited by women.”

Currently, Bernhard serves in a leadership and management role for Raymond James and says leadership opportunities are expanding, but more importantly, the definition of leadership is evolving. 

“We are seeing increased recognition of diverse leadership style that are collaborative, empathetic, and client-centric approaches that many women naturally bring to the table,” said Bernhard. “Firms are becoming more intentional about succession planning, mentorship and sponsorship, which is creating clearer pathways for women into leadership roles.”

Continue reading Shawn Bernhard’s story in Part II.