At Sound Income Group, we believe in the power of community and collaboration, which is why we’re proud to showcase the stories and insights of the remarkable women advisors within our network. This blog highlights the experiences, challenges, and successes of female financial professionals who are leading the charge in a male-dominated industry. By sharing their wisdom and advice, we aim to inspire future generations of women entering the field, offering valuable guidance and encouragement for those pursuing their own paths to success.
Lindsey Cotter, CEO and President at Retirement Income Solutions
Murfreesboro, TN
Lindsey Cotter emphasizes that success in the financial industry isn’t about gender. It’s about mastery and impact. “Success in this field isn’t about gender; it’s about being exceptional at what you do,” she asserts. For Lindsey, the key to standing out isn’t being defined as a woman in finance but by becoming a force in the industry through expertise, results, and leadership. “Don’t box yourself into being ‘a woman in finance’ — just be a force in finance,” she advises, urging women to focus on mastering their craft and delivering value.
Though she acknowledges the challenges women may face, such as being underestimated or second-guessed, she believes these obstacles can be overcome by focusing on what truly matters. “Make your expertise, results, and leadership the reason people take notice,” she encourages. Lindsey’s success is fueled by a hard-earned discipline, stating that success comes not from comfort but from resilience and consistency. “If I only pushed forward when things were easy, I would have been out of this business a long time ago,” she reflects. For Lindsey, discipline, innovation, and refusing to quit are what propel her forward — and, ultimately, her entire team. “When I win, my team wins. My company wins. My clients win,” she concludes, highlighting the broader impact of striving for excellence.
Lora Rolin, Owner of WilLo Financial Group
Norman, OK
With over 24 years of experience in the financial industry, Lora Rolin offers invaluable advice to women entering the field. “Join with an organization that includes someone that can be a mentor for you,” she recommends, emphasizing the importance of guidance from someone who has been successful and is willing to invest in your growth. For Lora, focusing on relationship-building is key to success. “Clients want to work with someone they trust and feel comfortable with,” she says, encouraging new advisors to listen to their clients’ needs, be empathetic, and provide personalized solutions.
Lora and her husband, who is also her business partner, have worked together to set and achieve both business and personal goals. Her motivation comes from helping retirees meet their retirement income goals, an area she feels passionate about due to the niche her organization serves. “Being part of an organization that focuses on income gives us a unique niche that is not widely provided to those approaching or in retirement,” she shares. Additionally, the success of other advisors within her group drives her to build a successful agency that she can eventually pass down to her children.
Kristin Carleton, CEO of All Needs Planning
Richmond, VA
For women entering the financial industry, Kristin Carleton offers a simple but powerful piece of advice: find a mentor. “A mentor is invaluable and can share lessons you won’t learn from a training program,” she says. She encourages women to look outside their immediate team and firm for someone whose career path they admire. “Model yourself after them. Find out what makes them tick and how you can add value to them. And ask them to share their process.”
Kristin also stresses the importance of curiosity. “Ask as many questions as you can—about what people want, who they are, what they value, how you’re doing,” she advises. “Their answers will help you define your practice and figure out who you’d like to be and who you’d like to serve.”
Her own journey in the industry started as an investment wholesaler, but she soon realized that she preferred working directly with clients and families. When her son was born with special needs, she found her true calling: planning for families just like hers. That sense of purpose fuels her every day. “What keeps me going is the moment when a client’s shoulders relax, and you see the physical effect that peace of mind from planning can have on a family,” she shares. “It’s the best feeling in the world.”
Mary McDirmid, Chief Operations Officer at All Needs Planning
Spokane, WA
For women entering the financial industry, Mary McDirmid offers one powerful piece of advice: courage. “Cultivate it in everything you do,” she urges. “There will be plenty of instances of being ‘other,’ not being understood, and pure sexism. You are strong, capable, and exactly what the clients need.”
Mary understands firsthand the challenges women face in the industry — not just in getting started, but in staying. She challenges the industry itself to do better. “The fact that we ask what keeps women going in this business is frustrating,” she says. “It speaks to the difficulty women face in entering and remaining in the industry. My question is: ‘What are you going to do to support more talented women like me to stay and feel supported?’”
Despite these challenges, her motivation is deeply personal. As a mother of a daughter with a rare disease, she connects with her clients on a profound level. “I love the clients I have. I relate to them in a way that is deeply fulfilling,” she shares. For Mary, financial advising isn’t just a profession, it’s about making a real difference in people’s lives while advocating for a more inclusive and supportive industry for women.
JoAnn Regan, President at Financial Security Group of Arizona
Glendale, AZ
For JoAnn Regan, a career in financial advising is about more than just numbers — it’s about giving people peace of mind as they prepare for the future. With decades of experience working with retirees, JoAnn has seen firsthand how powerful financial planning can be in shaping lives.
Her advice for women entering the industry? Be a lifelong learner. “Staying current isn’t just an advantage. It’s a necessity,” she emphasizes. Financial advising is an ever-evolving field, and those who commit to continuous education will not only serve their clients better but will also stand out in the industry.
She also encourages women to focus on building trust. “Clients don’t just need someone who understands finances; they need someone who understands them,” she says. By listening, educating, and providing thoughtful solutions, women in finance can create long-lasting client relationships that go beyond transactions.
JoAnn’s passion for educating others extends beyond one-on-one advising. As a sought-after speaker, she shares her expertise at events and seminars across multiple states, helping people take control of their financial futures. For women considering a career in financial advising, she offers this reassurance: “This profession isn’t just for one type of person. Women bring unique strengths to the table, including compassion, insight, and the ability to truly listen. If you’re willing to put in the work and keep learning, you can thrive in this industry.”
