Women’s History Month Spotlight with Amy DeTolla
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.
Meet Amy DeTolla, Founder and CEO of Aureus Advantage LLC. Amy’s career is a testament to embracing change, trusting your instincts and stepping into leadership with confidence. With a background that spans finance, technology, consulting and entrepreneurship, Amy has continuously challenged norms, built businesses and transformed firms. From launching her own consulting firm at just 27 years old to leading major transformation initiatives in wealth management, Amy’s journey is one of bold decision-making and unshakable confidence.
In this interview, Amy shares her career journey, entrepreneurial insights and advice for women looking to take charge of their careers and make a lasting impact.
Pivoting with Purpose: Building a Career in Finance and Tech
While many careers are linear, Amy’s has been anything but. Her journey is defined by calculated pivots, embracing uncertainty and saying yes to opportunities before knowing all the answers. From working as an administrative assistant in financial services to leading in wealth technology and entrepreneurship, she never followed a set roadmap — she created her own.
Amy didn’t start her career intending to be a leader in wealth management, but as she moved through different roles, she recognized the power of adaptability and learning as you go.
Q: Can you share a bit about your background and journey into the wealth management industry?
A: I started out as an administrative assistant at Fidelity Investments. Within six months, I moved up, and soon after, I was working in one of their branches. Then, about a month into that role, the Branch Operations Manager quit — and next thing I knew, I was stepping into that position.
From there, I continued to embrace new challenges. In the late 90s, before wealth technology was even a defined industry, I pivoted into the space by joining Advent Software. That was when I realized many wealth firms struggled to optimize their businesses through people, process and technology.
That realization inspired me to start my own consulting business at 27, which was not very common at the time. After that, I moved into investment banking, where I helped build out the private client group of an investment bank from the ground up. Every step of the way, I’ve been willing to jump into something new, figure it out, and keep moving forward.
That same mindset led me to launch Aureus Advantage, where I now work with wealth firms on M&A strategy, integration and platform transformation. I have always believed in aligning people, process and technology — and at Aureus, I get to help firms execute on that vision. I’ve spent my career working at the intersection of wealth management, M&A, and technology, and I am also a venture partner at Thicket Ventures. Thicket works exclusively with wealth technology firms, and we believe in accelerating ideas that create an impact in wealth.
Q: What inspired you to start your own consulting business at 27?
A: I saw a gap. Rather than waiting for someone else to fill it, I stepped in and built a business around transformation.
That entrepreneurial mindset has followed me throughout my career. I have never been afraid to pivot, step into something new and say, ‘I can do that.’ Each time I left a firm, I returned to consulting, always looking for ways to drive change.
Most recently, I worked at Focus Financial Partners, an environment that encouraged innovation and entrepreneurship. They believed in giving people the opportunity to innovate and build, and that’s how Connectus Wealth Advisors was created. We had a vision, and senior leadership said, ‘Just go do it.’ So, I did. I was employee number one, building out the firm’s strategy, technology, and operational infrastructure from the ground up.
Q: What are some of the biggest lessons you’ve learned as an entrepreneur?
A: You don’t need to know everything before you start. You just need to start. When I launched my first consulting firm, I had no roadmap. But I knew I had the skills, and I knew firms needed what I could offer. That mindset has carried me through every business I’ve built.
Another thing I’ve learned is that being an entrepreneur means getting comfortable with uncertainty. There will be times when you’re unsure, overwhelmed or even faltering a bit, but the ability to pivot and keep going is what separates success from stagnation.
Lifting Others: Why Representation in Leadership Matters
For years, many industries, including wealth management, have struggled with a lack of female representation in leadership roles, but Amy believes change happens as long as companies are intentional about it. She’s seen firsthand how diverse perspectives at the table lead to better business outcomes, but she also knows that progress doesn’t happen by chance. Women need to be part of key strategic decisions, not just diversity conversations.
Q: How do you think the industry has evolved in terms of women in leadership?
A: The industry has evolved a lot, but there’s still a gap in senior leadership and decision-making roles. In the early days, if you were a woman at the top, you were one of very few. It often felt like you had to work harder, be better and move faster to earn your seat at the table. What’s changed is that women are now supporting each other more. We’re elevating one another, recognizing each other’s success and making space at the table instead of competing for one seat. That’s a huge shift. We now have many male advocates for women in leadership as well.
Q: What can firms/businesses do to truly support and retain women in leadership?
A: It starts with intentionality. Companies need to stop treating diversity as a quota and start treating it as a business strategy. Representation is not just about optics. If you want to attract and retain top talent, people need to see themselves in leadership. The firms that do this well:
- Actively identify and develop female leaders
- Ensure women are part of key strategic conversations, not just diversity initiatives
- Build workplace cultures that support flexibility and work-life balance
Diversity should not be seen as a trade-off where someone else loses.
Q: How do you approach mentorship for women in finance?
A: It’s more than mentorship, it’s sponsorship. Mentorship is offering guidance, but sponsorship is actively advocating for women, creating opportunities and ensuring they have a seat at the table.
I am intentional about lifting others up. I highlight women’s work on LinkedIn, celebrate their accomplishments and advocate for them in meaningful ways. When I see a woman excelling, I make sure people know.
The Power of Taking Initiative
One of the biggest lessons Amy has learned is that opportunities don’t always come to you, you have to ask for them. Many professionals assume their work will speak for itself, but she has seen firsthand that those who ask, get ahead.
Q: What’s one piece of career advice you wish more women followed?
A: Men ask, and women wait. Women do great work and assume someone will notice. We think, “They must see that I’m doing all this, right?” But that’s not how it works.
Women often do exceptional work and wait for recognition, expecting someone to notice and reward them. Meanwhile, men will just ask. I’ve seen this time and time again. That’s something I’ve always done. From early on, I learned to ask for what I wanted. I said, ‘I want this role.’ ‘I can do this.’ And guess what? I got it. I do think younger women today are becoming more intentional about asking for what they deserve, which is great to see.
Also, imposter syndrome sneaks in for all of us, even if we don’t admit it. The key is not letting it stop you. Confidence comes from doing. The more you step into new challenges, the more you realize, I can figure this out.
Be Bold, Take the Leap
Opportunities don’t always come knocking. You have to step forward, take the initiative and create them for yourself. Amy’s journey proves that confidence isn’t about knowing everything in advance. Trust that you’ll figure it out along the way. Don’t wait for permission. Speak up, take risks and make space for others as you rise. Whether that means asking for the role you deserve, starting something of your own or advocating for those around you, every step forward creates a ripple effect of change.
A huge thank you to Amy DeTolla for sharing her story, insights and leadership wisdom. Your journey is an inspiration, and we’re grateful for the impact you continue to make in this industry.
