Women’s Institute for Financial Education (WIFE.org) Celebrates 25th Anniversary with Launch of Women’s Choice Advisor Award

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Co-Founders Candace Bahr and Ginita Wall offering game-changing recognition program aimed at supporting female consumers and advisors

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The industry is paying attention.

Women currently control 51 percent of all wealth in the United States, and, according to the Federal Reserve, this number is projected to reach 66% by 2020.* As the financial industry wakes up to the fact that a great majority of the female population are seeking advisors they can trust, Bahr and Wall have already created the solution.

The pair recently celebrated a quarter century helping women achieve financial literacy, and were honored as KPBS local heroes for their devotion. As recognized experts and thought leaders when it comes to understanding women and money, the one dilemma they couldn’t help with over the years with any comfort level was helping women choose an advisor. Recognizing the urgent need to support women in this area, Bahr and Wall decided to create a program to solve this problem.

“The financial industry has a challenging reputation, and women often have no idea where to turn. Because they recognize and trust our non-profit work, we are constantly solicited for recommendations in choosing an advisor. This compelled us to create a program that completely simplifies this process. Because we know that women listen to other women, the Women’s Choice Award is the only advisor recognition program that is based on the referrals of other women.* We are proud that this award not only helps advisors distinguish themselves in the market, but also offers great support to the female consumer.”

The industry is paying attention. While Bahr and Wall have not yet released the names of participating firms, they acknowledge that several of the majors have successfully received a green light from their compliance departments, and will be part of the initial launch and ongoing program.

Because continuing education is a cornerstone of the Women’s Institute, the Women’s Choice Award also benefits advisors and female clients by integrating WIFE’s nationally acclaimed Money Clubs®, a simple program designed to help women succeed and prosper financially. There are currently hundreds of WIFE-inspired Money Club meeting nationwide, where groups of women meet to share financial challenges, dreams and goals within the framework of a 33 “zone” curriculum designed by Bahr and Wall. For Wall, “We created Money Clubs because women love learning in groups. By helping Women’s Choice Advisors successfully facilitate their own Money Clubs, we know we are helping them provide continual, educational touch points to their clients, which benefits everyone.”

Bahr and Wall have partnered in creating this award with renowned marketing-to-women expert Delia Passi, who is the former publisher of Working Mother and Working Woman magazines, a leading speaker/author in the women’s market, and a lifelong advocate for women. Passi’s company, WomenCertified, represents the voice of female consumers. As a recognized brand, the Women’s Choice Award has been successfully helping women make smarter choices in industries like healthcare, automotive and baby products. With the Women’s Choice Award for Financial Advisors, Bahr, Wall and Passi have created a powerful, national initiative that will help them continue supporting and educating the female consumer in her quest for financial education.

For more information, visit http://www.wife.org/financial-advisor-locator/. To start a Money Club, visit http://www.wife.org/moneyclubs/ or join the Money Clubs online group on Facebook.

About Bahr and Wall:

With a career spanning over three decades, Bahr is known nationally as an advocate for women’s financial independence. She is co-founder of Bahr Investment Group and a CEA (Certified Estate Adviser), as well as a CDFA, (Certified Divorce Financial Analyst). Wall is a nationally recognized expert and columnist on the subject of women and money. Her credentials include CPA, CFP®, and CDFA. She has authored eight books on personal finance and was named one of the 250 top financial advisors in the country by Worth Magazine eight years in a row. Both Bahr and Wall have been named Five Star Wealth Managers for 2012, the fifth year in a row. This designation puts both women in the top three percent of wealth managers in San Diego.


Wealth management experts Candace Bahr and Ginita Wall founded WIFE.org in 1988, after realizing that there were a staggering number of women in desperate need of a place to go for non-biased financial education.

WIFE.org is now recognized as the oldest non-profit organization dedicated to providing financial education to women in their quest for financial independence. WIFE was recently named one of the top 500 financial sites by “Online Investor,” capturing the interest of women and the press seeking financial advice and information for women. Bahr and Wall were honored as KPBS local heroes in 2013 for their advocacy work. For more information, visit http://www.WIFE.org.

Bahr and Wall have been speaking nationally on behalf of their non-profit since it was founded in 1988, offering workshops and making media appearances on shows like NBC Nightly News, MSNBC, CBS This Morning, CNNfn, PBS and National Public Radio and they travel the country speaking to women’s conferences organized by State Treasurer offices.

**Rigorous research is conducted to find professionals who provide quality services to their women clients, and who pass additional comprehensive criteria, including several years as a financial advisor, appropriate credentials and licensing, compliance with regulatory requirements of the SEC and other regulatory bodies, and who are in good standing with the firm with which they are affiliated.

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