The 20 Percent Podcast

Host Cathy Curtis sits down with Susan Jones, co-founder of Sorelle Wealth Partners, to talk about what it really looks like to reinvent your career mid-life. After 25 years in the industry, Susan made the bold decision at age 51 to leave a large firm and launch a new boutique wealth firm with two partners. In this conversation, she shares how they built a women-focused brand from the ground up, designed a client experience rooted in behavioral finance, and navigated the fears that come with taking a big professional risk later in your career. Susan also offers candid advice for women advisors who may be wondering whether it’s time to step away from the big-firm model and build something of their own.

[03:46] Why Join a Larger RIA

[07:29] Designing a Brand for Women Clients

[08:53] Incorporating Behavioral Finance Tools

[12:28] Taking the Leap at 51

[14:46] Advice for Big Firm Advisors

[18:28] Be Afraid Do It Anyway

Host Cathy Curtis sits down with Stephanie McCullough, founder of Sofia Financial, to talk about building a women-focused, holistic, human-first planning firm. Stephanie shares how she intentionally attracts women clients through clear, values-driven messaging, why she starts every relationship with a paid planning engagement, and what she’s learned about marketing and social media after years of refining her approach.

[01:44] Messaging to Women Clients

[04:24] Pricing Her Engagements

[05:51] Building a Mission Team

[07:26] Marketing and Social Media Approach

[11:39] Defining Success and Impact

[14:04] Why Women Advisors Need to Speak Up

In this episode, host Cathy Curtis, CFP®, sits down with Cristina Guglielmetti, CFP®, a Brooklyn-based, fee-only financial planner who has built a deliberately lean solo practice on her own terms. Cristina breaks down how she structures fees and services, manages capacity, and uses simple systems and tools to stay efficient without overworking. Together, Cathy and Cristina also take on a bigger industry conversation: how financial planning is marketed to women, and why it matters to frame this work as intellectually demanding, deeply rewarding, and financially viable, not just flexible or relationship-driven.

[02:46] Fee Structures and Client Engagement

[03:58] Planning and Implementation Strategies

[06:00] Ongoing Client Relationships

[07:56] Balancing Growth and Workload

[10:25] Leveraging Technology and AI

[14:18] Challenges and Opportunities for Women in Finance

Cathy Curtis, CFP®, sits down with Kristin Andree, founder of My FA Coach, for a candid conversation about what it really takes to build a practice that grows and still feels good to run. Drawing on her experience as a former managing director and longtime industry leader, Kristin shares practical insight on knowing your value, finding the right clients, and letting go of habits that keep advisors stuck.

[04:30] Scaling Without Burning Out

[05:25] Thinking Like a CEO

[06:26] Overcoming Growth Plateaus

[07:37] Building the Right Team

[10:38] Marketing Strategies for Advisors

[14:13] Embracing AI in Financial Advisory

[16:19] How Women Can Stand Out in the Financial Industry

[20:04] Succession Planning Insights 

Cathy Curtis, CFP®, sits down with Laura Webb, CFP®, for a candid conversation about what it really took to build a successful firm long before “holistic financial planning” was part of the industry vocabulary. Laura reflects on launching her practice in 1995, the role professional networks played in her growth, and why she continues to invest her time and leadership in the Women’s Leadership Alliance to help bring more women into the profession.

[05:08] Advice for Aspiring Women Financial Advisors

[06:55] The Women's Leadership Alliance: Mission and Impact

[09:30] Creating a Safe and Supportive Space for Women

[18:27] The Importance of Mentorship and Community

[20:50] How to Get Involved and Make a Difference

Host Lauren Sekerke, CFA®, sits down with Carli Smith, CFP®, founder of Signal Wealth Advisors, to share the story behind her firm’s impressive early growth. Carli talks candidly about the steps that helped her launch strong, including her decision to begin as an IAR, the systems and organization she relied on, and the support networks that kept her grounded through a demanding first year. 

[03:10] Key Decisions and Strategies for Success

[05:07] Operational Choices: IAR vs. RIA

[09:15] Growth and Client Acquisition

[11:37] Building a Lifestyle Practice vs. an Enterprise Firm

[15:59] Carli Smith’s Challenges and Support Systems

[19:54] Empowering Women in Financial Advisory

Cathy Curtis, CFP®, sits down with Danika Waddell, CFP®, founder of Xena Financial Planning, for a heart-forward conversation about courage, community, and building a career that feels truly meaningful. Together, they explore Danika’s bold approach to speaking up in hard moments, the intentional 50/50 merger that reshaped her firm, and the inclusive, woman-centered culture she’s cultivated along the way. Danika also opens up about the power of masterminds and study groups, the importance of supporting and retaining women in the profession, and her newest passion project, Xena Rising — a retreat and community designed to help women elevate the industry.

[02:39] Danika's Advocacy for Diversity, Equity, and Inclusion

[08:42] Building an Inclusive Firm Culture

[11:39] Attracting a Diverse Client Base

[15:22] The Power of Mastermind Groups

[19:58] Merging Firms: The Journey to Partnership

[32:46] Family Dynamics and Career Impact

[37:24] Danika Waddell on Mentoring and Giving Back

[40:16] Public Speaking and Personal Growth

[45:53] Introducing Xena Rising

[48:55] Changing the Industry for Women

Cathy Curtis, CFP®, sits down with Cary Carbonaro, CFP®, author of Women and Wealth: A Playbook to Empower Clients and Unlock Their Fortune, CFP Board Ambassador, and the first woman appointed to the Nasdaq Advisor Council. Together, they explore why progress in wealth management remains slow, why simply adding more women to the industry isn’t enough, and how empathy, education, and communication can transform the way financial advice is delivered. Cary also opens up about what it really means to “own” client relationships, shares practical marketing ideas for women advisors, and offers hard-won lessons on building a thriving, purpose-driven financial advisory firm.

[04:25] Challenges and Progress in the Financial Industry

[10:29] Cary's Role in NASDAQ Advisor Council

[14:58] Navigating Professional Challenges and Personal Values

[23:04] Understanding the Roles: Finder vs. Minder

[26:49] Finding Your Niche in Financial Advisory

[30:18] Organic Growth and Client Acquisition

[34:58] Navigating Firm Affiliations and Client Ownership

[39:58] Cary's Vision for Women in Wealth Management

Cathy Curtis, CFP®, sits down with Melissa Joy, CFP®, founder of Pearl Planning, to talk about grit, growth, and the path to independence. After two decades in corporate finance, Melissa turned a career low point into the launch of her own firm—and a thriving philosophy: “No grit, no pearl.” She opens up about scaling her business with smart tech, modern marketing, and a clear vision for the next generation of clients. From leadership and team building to the power of women’s voices in finance and her latest project, The Messy Money Middle, this episode is a must-listen for advisors redefining success on their own terms.

[04:59] The Tipping Point to Independence

[11:42] The Importance of Technology

[17:34] Hiring and Managing Challenges

[19:54] Implementing EOS for Success

[25:39] Investment Philosophy and Strategy

[35:02] Client Demographics and Niche Marketing

[49:00] Balancing Work and Personal Life

[53:04] Challenges for Women in Wealth Management 

In our very first episode of The 20 Percent Podcast, we’re kicking off a movement. Created by The 20 Percent Collective, this show is designed for women financial advisors who are ready to build businesses on their own terms. Join us as we share the mission behind the podcast: amplifying women’s voices and redefining what success looks like in the financial industry.