Rose M. Price

Rose M. Priceage 39

Registered principal, financial adviser, VLP Financial Advisors


Even though Rose Price took over her family’s finances at age 15 when her father died, she didn’t realize her professional calling until after a stint studying medicine.

Ms. Price loved talking to patients, but a year into pre-med studies she realized how difficult it was for her that not everyone could be saved. She also calculated that her dream of becoming a doctor would land her hundreds of thousands of dollars in debt.

Instead, Ms. Price earned a bachelor’s degree in accounting from Penn State University, and 14 years ago joined VLP Financial Advisors in Vienna, Va. Here she’s helping clients build strong financial futures — and been integral to the firm’s growth from two producing reps to a regional office with five advisers and four additional sales branches.

In addition to advising her own clients, this CFP and partner at the firm is a registered principal, helping advisers streamline their businesses and processes — and acts as a mentor to many junior advisers. Beyond her firm, she’s served on the board of the Financial Planning Association’s National Capital Area chapter and regularly speaks to high school classes about financial literacy.

“We set students up for failure by not explaining what credit should be used for and what it should not be used for,” Ms. Price said. “I show an example of someone in their first job and explain the costs of student debt, rent and others, and show how these impact how much that person has to spend.”

But it’s not all work. When fall comes, expect to find Ms. Price rooting for her fantasy football team, and the real Pittsburgh Steelers.

— Liz Skinner

Fast Facts

  • Loves fantasy football, used to run her own league
  • First job was mowing lawns and cleaning houses  
  • Wanted to be a doctor growing up

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