Women are becoming the most lucrative market for financial advisors, yet many RIAs fail to meet their needs...

  • Exclusion from Wealth Discussions: Married women report being left out of important household wealth conversations.

  • Advisory Turnover Post-Bereavement: 70% of women change their financial advisors within a year after losing a spouse.

  • Superficial Advisory Engagement: Women often receive minimal and infrequent communication from advisors, focusing more on daily cash management than on strategic financial planning.

  • Educational Resource Gap: There is a notable demand for more educational support from advisors, with many investors indicating this could enhance loyalty.

  • Male-Centric Industry Practices: The financial advising industry is perceived to favor male-centric approaches, potentially neglecting women's specific financial needs and preferences.

Affluent women are willing to pay a premium for better service:

$30 Trillion

According to McKinsey & Company by 2030, American women are expected to control much of the $30 trillion in financial assets.


72% of millennial women are primary decision makers in financial planning, reflecting a shift in financial autonomy and decision-making power.


92% of women are willing to pass along information and make referrals when feeling satisfied with a service provider.

1/3 Increase

According to McKinsey's PriceMetrix, firms could increase revenue potential by 1/3 by retaining baby-boomer women as clients.


PriceMetrix data shows that advisors typically lose 5-10% of clients annually, with those holding over $100,000 in assets having a 13% chance of changing advisors each year.

4x Faster

McKinsey's PriceMetrix analysis indicates firms could achieve 4x faster revenue growth by acquiring and retaining millennial women as clients.


Survey by Echelon Partners, 57% of RIAs believe that focusing on a particular niche or area of expertise is a key differentiator.

Women On Purpose gives your advisors the essential skills, strategies, and tools to confidently captivate the women's market

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Become a Market Leader

Learn the strategies to become an influencer in the community of women.

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Reignite Client Loyalty

Enhance client retention and inspire highly qualified referrals.

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Secure Generational Growth

Apply our women-driven strategies to capture the next generation.

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Differentiate Yourself

Lead with your commitment to women to accelerate your growth opportunities.

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Gain a Recruiting Edge

Entice recruits with cutting-edge training to capitalize on the women’s market and next generations.

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Triple Referals

Discover how your female focus can attract more male and female clients.

See Corporate Options

How focusing on women transforms your practice:

"I first learned about Adri through her book Keys to the Ladies Room.  I then had my team of regional managers go through her training workshop. It was eye-opening. The men began to shift the way they thought and communicated. The woman in our team immediately embraced the concepts Adri taught, and it was so natural that I was stunned. Since then we have used Adri's program, her training, and tools to enhance our recruiting, train our advisors, and incorporate her strategies throughout our firm to better capitalize on the growth of the women's market."

Richard Marooney
Managing Director Prudential Advisors

"With Adri I found support, community, and confidence.  The shifts I made allowed growth to organically happen, and now I'm running a better business all around!  I've increased AUM by 28 million this past year; added a staff member; reduced my households, transitioned my office to be warm and inviting; and given myself permission to finally take control of the business on my terms."

Financial Advisor & CFP

"Adri and I have trained thousands of financial advisors together at Citigroup Smith Barney. Adri is a powerful trainer because she delivers her presentations straight from the heart. She speaks with passion and a level of confidence that comes from a mastery of the subject matter. As a financial advisor Adri was able to put theory to practice. You can sense her authenticity as she captivates her audience."

Mark Willis
Former Managing Director, Morgan Stanley, and Citi Smith Barney

"Since working with Adri, I am averaging one new client per week. My 6 month event calendar is in progress, with events focused on women and their issues."

Nadine Burns
Financial Advisor

"Adri's program has truly transformed my approach. I underwent a comprehensive overhaul of my client engagement and review processes, all with a focus on appealing to the female demographic. Since these changes, my success has been nothing short of remarkable, with an astounding $60,000,000 increase in new assets under management."

Bill Cummings
Financial Advisor

"I knew I wanted to work more with women but I didn't know how, and as a man wasn't sure it was a good move. But with Adri's help the impact was so energizing. I have 3 referrals with over $20 million dollars. I have never been so focused and energized."

Craig Richman
Financial Advisor

"Since we started focusing on my women’s practice before officially launching, I’m up over $9 million in six months."

Alison, RW Baird
Financial Advisor

"I was not clear about my ideal client, struggled to articulate my value, was randomly prospecting, and hosting events with no strategic plan.  With Adri’s femXadvisor training, I went from $40MM to $58MM in assets and from level 3 to just under level 6.  But more importantly, I am super focused and clear with a powerful message that is attracting my ideal client. I have new processes that align with my values and what I love, and a strategic marketing plan that brings in clients with much higher assets."

Mary N.
Financial advisor

What will your advisors have access to through the Women On Purpose program?

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12 Training Modules

By using our videos, audios & tools you will establish your:

  • Brand

  • Unique Message

  • Event Strategies

  • Business Building Strategies

  • Marketing Templates and Scripts

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An Interactive Community

Receive feedback on your progress, get tips and motivation, and connect with other advisors who are embracing a female-friendly practice.

Advisors Receive Immediate Access to the
12 Keys to Marketing to Women

lessons contain videos, audios, scripts, and tools to make the learning process easy.

Why Women,
Why Now

Why you need to market to women & why you don't want to be left behind


Uncover Your
Tribal Market

Build a powerful message and immediately make stronger connections with your ideal client.


Develop Your Compelling Message

A totally unique approach to articulating your value without selling or over speaking.


Design Your
Tiffany Box Process

A thoughtful process that connects with your audience while building clarity and confidence in your value.


Write Your Story, Why Women

Your most powerful tool for building trust faster, it's all about the why.


Your Investment Philosophy

Present your philosophy in a way that speaks volumes and builds trust faster.


1-1 Presentations Women Love

How to bring your message to life and validate your commitment to engaging women.


Strategic Events for Women

Events that engage the audience and have lasting impact while growing your brand and business.


Plan Your Focus Group

Impress and inspire influential women in your community, generating quality referrals, and new opportunities.


Launch Your New Message

How to reignite your clients & activate more prospects by speaking your truth and commitment to women.


Business Building Strategies

Three powerful business building strategies that lead with women that generate more quality referrals.


Engaging Outbound Marketing

How to become an influencer in your community of women and future generations.


30 Leads in 30 Days

Start building momentum immediately! Learn how to use your commitment to women now to build your database with qualified leads using our scripts and strategies for every situation. Includes six engaging scripts: 

Introduce Your Focus on Women

Leverage the Conversation

Qualifying Questions

Asking For A Commitment

Meeting for Coffee (or Zoom)

Speaking With Men


4-Part Miniseries: Women On Purpose

4 Powerful episodes designed to inspire you with out of the box concepts and strategies that you cant wait to implement.

Episode 1: Understanding the Power of Marketing to Women

Episode 2: Crafting an Irresistible Message Women LOVE!

Episode 3: Mastering Women's Event Strategies for Lasting Impact

Episode 4: Three Paths to Attract Ultra-High Net Worth Leads


Masters of Women's Advisory

Powerful process to quickly engage women. Includes Adri’s book, Seminars for Financial Advisors, Workbook and 7 Audio Lessons:

1) The New Paradigm

2) It's Your Story

3) Your Compelling Introduction

4) Investment Philosophy

5) Seminars for Women

6) Engaging Communication

7) Your Synergistic Marketing Plan

Getting Started
  • Welcome Message from Adri

  • Download Adri's Book: Key's to the Ladies' Room

Keys 1 - 6: Brand & Message
  • Key 1 - Why Women, Why Now
    Webinar: Why marketing to Women is crucial and not to be overlooked
    Tool: Define Your Purpose and Passion
    Audio: Intro to Women's Advisory

  • Key 2 - Uncover Your Tribal Market
    Webinar: The true source of your message and motivation
    Tool: Hunting for Your Tribal Market
    Audio: The New Paradigm

  • Key 3 - Develop Your Compelling Message
    Webinar: How to inspire immediate attention
    Tool: Compelling Intro Scripts
    Audio: Your Compelling Introduction

  • Key 4 - Design Your Tiffany Box Process
    Webinar: Present your value with conviction
    Tool: Your Tiffany Box Process

  • Key 5 - How to Write Your Story
    Webinar: Your Story - The ultimate trust-building tool
    Tool: How to Write Your Story
    Audio: It’s Your Story!

  • Key 6 - Clarify Your Investment Philosophy
    Webinar: Express your philosophy with impact
    Tool: Investment Philosophy Process and Worksheet
    Audio: Clarify your Investment Philosophy

Keys 7 - 12: Launch
  • Key 7 - One-on-One PPT Presentation
    Webinar: Elevate your message and value
    Tool: Sample Presentation
    Tool: Template for your Presentation

  • Key 8 - Seminars for Women
    Webinar: Create a lasting impact with engaging events
    Tool: Create & Implement Seminars for Women
    Tool: Adri's Book, Seminars for the Financial Advisor
    Audio: Seminars for Women

  • Key 9 - Create your Focus Group
    Webinar: Inspire more referrals without asking
    Tool: Women’s Focus Group A Step-by-Step Process

  • Key 10 - Launch Your New Message
    Webinar: Reignite client interest in what you do
    Tool: Email Templates to Launch Your New Message
    Audio: Your Synergistic Marketing Plan

  • Key 11 - Prospecting Strategies
    Webinar: Leading with women opens more doors
    Tool: Focus GroupsTool: COI Strategy
    Tool: COI Invitation

  • Key 12 - Engaging Outbound Marketing
    Webinar: Become an influencer in your community of women
    Tool: Sample Website Conversion
    Audio: Engaging Communication

BONUS: Mini Series: Women on Purpose
  • Episode 1: Understanding the Power of Marketing to Women
    Guidebook: Marketing to Women on Purpose

  • Episode 2: Crafting an Irresistible Message Women LOVE!
    Script: Crafting Your Compelling Introduction

  • Episode 3: Mastering Women's Event Strategies for Lasting Impact
    Tool: How to Create and Implement Seminar Programs Women Love

  • Episode 4: Three Paths to Attract Ultra-High Net Worth Leads
    Process: Three Simple Steps to Multi-Million Dollar Clients

BONUS: Masters of Women's Advisory
  • Workbook

  • Seminars for the Financial Advisor Book

  • Audio Lessons
    Lesson 1: The New Paradigm
    Lesson 2: It's Your Story
    Lesson 3: Your Compelling Introduction
    Lesson 4: Investment Philosophy
    Lesson 5: Seminars for Women
    Lesson 6: Engaging Communication
    Lesson 7: Your Synergistic Marketing Plan  

Women On Purpose Corporate Programs


Best for firms with less than 10 advisors

Provide tools for existing advisors

Want to focus on a unique niche 

Want a more effective marketing strategy

Book a call to learn which program is the best fit for your advisors.


Well established RIA/Money Management firms

Focus on growth with multiple offices 

Progressive minded leadership

Referrals as a primary growth strategy

Actively recruiting and emphasis on retention

Embraces the value of diverse teams

Looking to invest in generational wealth

Places High value on marketing

Personnel to lead and help implement

Book a call to learn which program is the best fit for your advisors.

Adri Miller-Heckman

Hi, I'm Adri!

"I built a successful financial practice in a world dominated by men. My book, Keys to the Ladies Room, has empowered thousands of advisors to create a female-friendly business and marketing plan that appeals to women and attracts clients of both genders. My podcast, femXadvisor is a trusted resource for female financial advisors ready to embrace their authentic selves."

Adri Miller-Heckman is a passionate coach and motivational speaker who helps financial professionals effectively market to and engage with women, an overlooked yet lucrative demographic.

With over 20 years of experience in the finance industry, Adri offers credible and results-driven coaching grounded in real-world success. She previously served as a Financial Advisor for Smith Barney, focusing specifically on female clientele. Her accomplishments in this role led to positions as National Training Officer for Smith Barney and Director of National Sales for Women and Co., a division of Citigroup.

In 2004, Adri leveraged her expertise to launch her own coaching practice dedicated to helping financial advisors better serve women. She has since trained thousands of professionals, authored two books, created a seminar and certification program, published a popular podcast, and established herself as a leader of marketing to women in finance.

Adri inspires and equips advisors to captivate the women’s market and turn their business, marketing, and seminar strategy into a powerful tool for growth. Her unique out-of-the-box approach makes marketing to women not only effective but engaging and enjoyable.