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