Women’s History Month Spotlight with Tina Powell
BY Team Practifi
In celebration of Women’s History Month, we are proud to bring back our spotlight series for a second year, highlighting the contributions and journeys of women shaping the wealth management and finance industry. This year, we are honored to feature five remarkable women leaders who have forged their own paths in wealth management technology, driving innovation, advocating for inclusivity and making a lasting impact in this evolving space. Through their stories, we celebrate their achievements, highlight their expertise and share valuable insights from their unique experiences.
Introducing Tina Powell, a powerhouse in financial services marketing who has spent her career helping firms grow, elevate their brands and embrace the power of visibility. As Partner and Chief of Community at Intention.ly, she brings a bold, strategic approach to marketing — one that is rooted in connection, storytelling and leadership. But Tina’s impact extends far beyond marketing. She is a mentor, an advocate and a firm believer that women in financial services don’t just belong in the room — they deserve to be seen, heard and supported. From launching her own agency (acquired by Intention.ly) to shaping the industry’s leading marketing strategies, she has always been committed to helping others rise.
In this interview, Tina shares her career journey, insights on diversity in financial services and advice for women looking to make their mark in the industry.
A Career Built on Purpose
Tina Powell didn’t just stumble into financial services; she carved out her place with determination and grit. Armed with an impressive academic background, years of marketing expertise and a strategic mindset, she knew exactly where she wanted to be. But breaking into the industry was not handed to her. It was something she had to fight for, proving her value every step of the way.
Q: Can you share a bit about your background and journey into the wealth management industry?
A: I’m a Partner and Chief of Community at Intention.ly, a modern marketing and growth consultancy specializing in financial services. It’s the only vertical we work in and I arrived here almost three years ago after our CEO and Founder, Kelly Waltrich, acquired my previous agency, C-Suite Social Media. I chose to join Kelly and her team for many reasons, but first and foremost, I have the utmost respect for Kelly as one of the industry’s best marketers and CMOs — actually named CMO of the Year by WealthManagement.com. I knew we could do incredible work together.
At Intention.ly, we don’t just focus on social media. We build full-scale growth strategies. We handle everything from content and messaging to lead generation and execution. So, when the opportunity came to be part of an elite team of marketers helping financial services firms scale, it was an easy yes.
But wealth management wasn’t my original career path. My first company, which I also sold, focused on consulting for small businesses across different industries, including manufacturing and regional private companies. Part of that decision was intentional. I wanted to raise my children while still running a business.
One of my consulting clients happened to be a wealth management firm and at the time, it was just one of many companies I was working with. But that changed when they made me an offer I couldn’t refuse — an opportunity to join them full-time.
Q: Why did wealth management resonate with you?
A: I’ve always believed that the work financial advisors do is noble. Their clients face complex financial decisions and the right advisor can truly help them navigate major life moments with confidence. But beyond that, I was especially drawn to our work with women.
I was raised in a single-parent household and my mother was the sole breadwinner. She ran her own business, went back to school to earn her bachelor’s degree and later worked for a tax accountant for 13 years. Watching my mother’s journey shaped the way I see financial independence.
I saw firsthand how working in financial services could change not only your career but the trajectory of your entire life. My mother’s financial stewardship allowed her to retire as a homeowner and build a secure future. It was all because she understood how to manage her money and make smart financial choices.
That experience shaped my passion for helping women take control of their financial futures. Life throws curveballs and if you don’t have the financial knowledge and resources to navigate them, those moments can either be a setback or an opportunity.
Creating Opportunties When None Exist
For many women, breaking into financial services comes with unexpected hurdles. Even with outstanding credentials and a wealth of experience, the industry can often feel inaccessible to those who don’t fit the traditional mold. Despite Tina’s expertise, she faced resistance at every turn, struggling to find a firm willing to take a chance on her.
Q: Many women find themselves in financial services by chance. Was your path intentional?
A: It was very intentional. I knew that I wanted to work in financial services, but even with a master’s degree from NYU, a perfect 4.0 GPA and a magna cum laude bachelor’s degree in business from a top private university, no one would give me a shot.
So I had to create my own opportunities. While I was running my full-time business, I also took on a side hustle as an assistant to a director of operations at one of the highest-producing life insurance groups in the Northeast. It was that experience that finally got me through the door and led to an opportunity at Beacon Wealth Management. That role paved the way for me. I was eventually hired by the life insurance company in a marketing position, but only because I was willing to put in the work.
I was shocked that nobody in the industry would give me a chance at first. They needed to see financial services on my resume before they would even consider me. That experience made me realize how many talented professionals, especially women, are overlooked simply because they don’t fit a traditional mold.
Financial services firms miss out on a lot of great talent because they aren’t always looking at the bigger picture. Women like me who have strong experience, leadership skills and the ability to drive results bring so much value to this industry.
That’s why I’m incredibly grateful for the people who did open doors for me early on, and I’ve remained in touch with them to this day. The way you rise in this industry is through the help of others. Surrounding yourself with mentors and sponsors is critical, especially those who will advocate for you when you’re not in the room. I can’t tell you how many times I’ve received a note saying, “Tina, were your ears ringing? Someone just mentioned you!” That kind of support is invaluable and it’s something I always try to pay forward.
Q: This industry has historically been male-dominated. Do you think that contributed to some of the challenges you faced in getting opportunities, even with hard work?
A: This industry is still predominantly male dominated. However, that’s not a bad thing for women, and I want to flip this paradigm. We do not need the industry to be majority women to have a successful and rewarding career in financial services. Being one of the few women in the industry, I was always in the minority, but that actually worked to my advantage.
Nearly all of my sponsors and mentors were male, and they treated me incredibly well. Because I was in the minority, it was often easier to get certain roles since firms were actively looking for women’s voices in leadership. The fact that I was different actually became a competitive and career advantage for me.
So, yes, this industry is male dominated, but there are a lot of great men here who work hard to uplift women and help them advance.
What role has mentorship played in your career and how do you approach mentoring others?
I serve as a mentor and coach at the FinServ Foundation and within Intention.ly, I actively provide mentorship and guidance for women who seek it out. I do have a special connection with some of our team members who are looking for that type of mentorship, personal development, and coaching.
For example, when someone on our team is stepping into a new role or challenge, I make sure they have the support, preparation and confidence they need to succeed. Whether it’s guiding them through a big presentation, helping them refine their communication skills, or simply being there to encourage them, I see it as my responsibility to help them grow into the professionals they want to be.
I guarantee you there is hungry talent in every organization. People who are driven, motivated and ready for growth — especially women. As leaders, we need to pay attention, identify those people and give them the opportunities they deserve. At the same time, not everyone wants to be mentored and coached. Some people are happy where they are and that’s perfectly fine. But for those who are looking to grow, we have to be there for them.
For me, this is deeply personal. I grew up in a single-parent household and that taught me that if I wanted anything, I had to earn every single cent of it. I put myself through undergrad and graduate school, working late nights to maintain a 4.0 GPA so I could earn scholarships and fellowships to help relieve the financial burden of education while supporting my family. That experience shaped how I see mentorship. When I invest in someone’s growth, it’s not just a one-to-one relationship, it is a one-to-many relationship. I call it the Oprah effect.
Real Inclusion or Just Checking a Box?
Diversity and inclusion have become major talking points in financial services, but there is a fine line between meaningful action and performative gestures. For Tina, real change requires more than just words; it demands visibility, opportunity and a true commitment at every level of an organization. Firms must actively showcase female leaders, create mentorship opportunities and ensure women have clear paths to leadership role
Q: Do you think firms, companies and leaders have a social responsibility to encourage women to know that there are opportunities for them in this industry?
A: I think it’s our fundamental responsibility to pay it forward, open doors and give people chances, the same way that people gave me a chance. Diversity and inclusion is not just an organizational department. I think every single person working within an organization shares in that responsibility. It’s not just HR’s job, it’s everyone’s job.
The way firms can show their support for women’s leadership is through visibility. They should be on the website, social media and in firm-wide content. A company can create episodic content, introduce a podcast with a female co-host or host, or spotlight women within the firm. Practifi is doing a great job with this series because it’s not just about talking, it’s about showing it in action. Firms need to make it part of their content, their marketing plans and their brand identity.
Another way to provide visibility is by nominating female leaders for industry awards. For example, InvestmentNews Women to Watch is an amazing opportunity that firms should be actively nominating their female employees for. These recognitions give women credibility, career opportunities and visibility in the industry. And then, of course, there has to be a real investment behind it. Anything new requires resources and budget allocation. It does not need to be a massive investment, but it does need some level of commitment to be truly effective.
Q: Do you think firms are doing enough to promote women in financial services?
A: Let’s be honest, some people are just checking off a box. We have to be real with ourselves about that. Some companies are just doing it for optics and you can see right through that.
At the same time, there are companies that genuinely care and are making a real effort. You can feel the difference in their energy, their engagement and the way they truly elevate diverse talent. When I scroll through LinkedIn, I don’t just look at a company’s posts. I look at who is actually in leadership. Are they all male, or are they actually making meaningful decisions when it comes to hiring and promoting women? Are they walking the talk?
At the same time, women have a responsibility too. We have to continuously level up our careers. It doesn’t matter how many degrees you have; you need to stay current, stay relevant and make sure the decision-makers at your firm know you are committed to growth. You cannot sit back and wait.
Q: What advice do you have for women aspiring to grow in the wealth management space?
A: I would say the number one thing is to stick it out.
There are going to be times in your career, especially in financial services, where it gets challenging. But that was also true when I was in manufacturing. Challenges exist in every industry. Yes, financial services is a male-dominated industry, and that comes with its own set of challenges. But my biggest piece of advice is this: Do not give up. Do not let the hard parts push you out of an industry where you belong. Know that there is absolutely a place for you here. Find a mentor and a sponsor — someone who will advocate for you when you are not in the room.
Also, consider joining leadership organizations that support women in the industry and bring both men and women together to advance leadership opportunities. Organizations like Females & Finance and the Women’s Leadership Alliance offer an incredible space for networking, support and mentorship.
Surround yourself with people who have been through similar experiences, because talking with them will remind you that you are not alone in this journey. These conversations can give you the perspective, encouragement and strategies you need to push through.
Turning Intentions Into Impact
Opportunities aren’t always given. They’re often made. Breaking into an industry, stepping into leadership and driving real change take more than just skill. It takes persistence, boldness and a willingness to advocate for yourself and others.
Tina’s journey is a powerful reminder that impact isn’t just about where you end up. Focus on how you bring others with you. She has built a career with intention by turning challenges into stepping stones and continues to champion the voices of women in the wealth management industry. Her story reinforces the importance of mentorship, visibility and creating opportunities for future leaders.
Thank you, Tina, for sharing your insights and for your dedication to making this industry stronger. Stay tuned for more Women’s History Month Spotlights as we continue celebrating the women shaping the future of financial services.
