Female advisers really understand the generational impact that wealth and financial planning have on families.

Rita%20Robbins Rita%20Robbins

Rita Robbins

Founder, Affiliated Advisors

Industry veteran Rita Robbins serves as an adviser to other financial advisers, sharing expertise gained from her more than 30 years in the field. She consults with firms on management, marketing, effectiveness and compliance issues.

Self-employed since 1994, she coaches entrepreneurs to be fearless.

"I never think about what happens if it doesn't work out. I just focus on what I want to do," Ms. Robbins said.

Working with female advisers over the years, she has observed that they are sometimes surprised by their own success.

At times they also fail to connect emotionally with clients, talking to them in terms of costs versus emotions, because they are emulating how they've seen their mostly male colleagues in the industry handle clients.

Some women also don't recognize how much they're needed by both their clients and communities, bringing first-hand experience as mothers, caregivers and even divorcees.

"Female advisers really understand the generational impact that wealth and financial planning have on families," she said.

When she first entered the business in 1984, women were invisible, Ms. Robbins recalled. But she's glad she persevered.

"I feel blessed and fortunate. I love the advisers I work with. They inspire me," she said. "And now I'm working with the next generation — the sons and daughters joining the practices."

— Deborah Nason

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