Firm founder cites industry’s treatment of women

The career of Cathy Curtis, founder and CEO of Curtis Financial Planning, has been marked by a deep commitment to breaking barriers and fostering financial independence among women.

Speaking to InvestmentNews, Curtis said her inclination toward finance was ignited early in life, shaped by her upbringing in a middle-class family and exposure to affluent lifestyles in San Francisco. That early realization of the disparities in wealth seeded in her a desire for more. 

“I went to a school in a district in San Francisco where a lot of wealthy families went,” she said. “And I was exposed to lifestyles that I was not living as a young girl – that fascinated me because when you’re in your situation, you don’t realize that there’s something better unless you go out and see it.”

Her father, a businessman, played a crucial role in shaping her career path. Curtis fondly remembers sitting with him, handling “important papers” and acting as if she had her own business instead of playing with dolls. This imitation game was more than child’s play; it was the foundation of her future in business. 

Curtis’ journey diverged from that of her siblings, most of whom pursued careers in health care. Her path led her to the financial sector, driven by a blend of admiration for her father and a personal aspiration for a better life. However, it wasn’t long before Curtis recognized a glaring disparity in the field — the under-representation and undervaluation of women, especially in wealth management.

This observation spurred her to establish her own firm, focusing primarily on female clients. The decision to pivot toward a niche of women clientele, at a time when few others were focusing on this demographic, was a defining moment for her business, which soon “exploded.”  

“I watched men get the advantage in so many ways,” Curtis said. “And I got really tired of that myself, which is why I branched out and started my own firm. It was natural for me to focus on women, who were sort of ignored by the wealth management community at the time.”

In addition to her role as a financial advisor, Curtis takes pride in her work as an educator, author, teacher, and podcaster. She finds immense satisfaction in empowering young women, particularly women of color, through financial education programs such as workshops and courses.  

“A lot of women either don’t get the opportunity to learn it or they have no interest in it,” Curtis said. “When I see these – particularly young – women’s eyes open, like, ‘Oh, this is something that I can do for myself and maybe build more wealth in my own life,’ it’s extremely satisfying.”  

Her dedication to financial literacy extends to various spheres, including her role as an adjunct professor at Mills College and her involvement in nonprofit work. Curtis emphasized the lack of financial knowledge among many, noting that it has always surprised her “how little people know about personal finance.” Her efforts in education are not just about imparting knowledge; they’re about opening doors to financial independence and confidence.

“There are lots of reasons why a woman may not end up with as much as a man in a similar situation,” she told InvestmentNews. “And so the more I can empower women to understand that and to advocate for themselves, the more impact I have on the world. 

“Acting in a way that your clients would be proud of or happy to see and letting them get to know a little bit about you personally and how you live your life can help them, too,” Curtis said. “I have that in mind as I’m going about my life and my business.”