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

Read Part I of Shawn Bernhard’s story here.

Shawn Bernhard believes the importance of visibility and advocacy should be intentional about supporting other women, sharing knowledge and shaping the future of the financial advising profession. The Women’s Alliance of Financial Advisors has been incredibly valuable in creating a space where ideas, challenges and successes can be shared openly. It provides both perspective and community—two things that are essential in an industry where women can sometimes feel isolated. She views her involvement with the organization as both a responsibility and an opportunity to help build a stronger, more inclusive future for the industry.  

 “My role with the Women’s Alliance is centered around mentorship, leadership and advocacy,” said Bernhard. “I actively participate in initiatives that support the development of women at various stages of their careers—whether that’s through mentorship, speaking engagements, or contributing to strategic conversations about growth and inclusion.”

Bernhard also supports the Women’s Alliance by consistently speaking about wealth management and financial advising as a rewarding career and one that offers the opportunity to make a meaningful difference in people’s lives while also creating tremendous personal and professional growth. “Successful women pay it forward by being visible, accessible and intentional. That means mentoring, sponsoring talent and sharing their stories—both the successes and the challenges,” shared Bernhard.

Are changes coming for women who represent client wealth? Bernhard says yes and that change comes from both increasing the number of women entering the profession and evolving how we engage women as clients. Women are controlling an increasingly significant share of wealth, yet many still don’t feel fully represented in traditional financial services conversations.

One important reality is that many women naturally approach financial planning through a broader lens. They are often caregivers, whether for children, parents or other family members, and they tend to think about wealth as part of a larger picture that includes family, career, health, legacy, and life goals—not just investment returns. While performance certainly matters, many women want to understand how all aspects of their financial lives work together to support the people and priorities they care about most.

 “The Women’s Alliance plays a critical role in driving this change by helping develop and support more female advisors who often bring valuable perspectives and experiences to these conversations, Bernhard said. “Through mentorship, education, advocacy and awareness, the organization is helping create a profession that better reflects the clients we serve and ensuring that women are not only participants in wealth conversations but leaders in shaping them.”

Reaching the next generation of women, said Bernhard, comes through visibility and storytelling. By sharing our real experiences—what the career looks like, the flexibility it can offer, and the impact it can have—is incredibly powerful. “We also need to meet women where they are—on campuses, in early career programs, and across professional networks—and actively introduce financial advising as a rewarding and meaningful path,” she shared. 

How does this conversation expand across even young age groups of women? Bernhard said it starts with education and exposure early on. Financial literacy, career awareness and mentorship programs can all play a role in helping young women see themselves in this field. The earlier the industry can introduce the idea that this is a career where women can lead, build and make a difference, the more likely the alliance and those supporting its mission and initiative are to inspire the next generation.

“Our next generation of women financial advisors will come from a more diverse set of backgrounds than ever before—college graduates, career changers, entrepreneurs, and professionals from adjacent industries,” Bernhard smiled.

“Our responsibility is to make the pathway clear, accessible and supported. Through mentorship, education and intentional outreach, the Women’s Alliance is helping cultivate that next generation—and ensuring they have the tools and confidence to succeed.”