Florals and Finance: Women-focused education programs help financial savvy bloom

Beth Lawlor, head of U.S. Bank Private Wealth Management, has taken her passion for empowering women to a series of personal finance lessons across the country

As someone who has spent years in the wealth management field, Beth Lawlor knows firsthand that women tend to be less engaged with their finances – they’re less likely to make contributions to their retirement funds and also less likely to prioritize investing compared to men, according to a recent U.S. Bank survey.

Lawlor’s desire to change that dynamic sparked her idea to create a series of events, called Florals and Finance, where women could get together in a supportive, welcoming environment and leave with a firmer grasp on their financial plans.

“I’ve always struggled with the fact that there aren’t a lot of women leaders in the finance field,” said Lawlor, who has held more than a dozen Florals and Finance events across the country in the past year with plans for more. “I am passionate about empowering women, which is why I created this series, why I mentor women within the bank and why I serve on boards to help women in their careers.”

Lawlor isn’t afraid to be vulnerable with her audiences to help inspire candid conversations. While today she oversees U.S. Bank Wealth Private Wealth Management with thousands of employees reporting up to her, she’ll often kick off  events by sharing her own painful experience of getting laid off many years ago.

“I spent the next six months sitting on my sofa, watching the Hallmark Channel and eating a bag of Skinny Pop. My husband would come home and say ‘oh, you showered today! That’s great progress,’” she joked. “I was heartbroken because I’d identified myself so much with my career. So I watched the Hallmark Channel because everything always ends happily, and I needed that.”

That leads to one of Lawlor’s key points in her seminar – accepting that one’s plan in life might change. The change could be the loss of the job, or it could be the unexpected loss of a spouse or partner – which is why one of her key points of advice is to make sure couples have shared financial passwords and information.

Lawlor came into finance from an unconventional background that informs her collaborative approach. She studied communications and psychology in college, and started her career in public relations at a New York-based bank before moving into the banking and lending side of the business.

The seminars are open to men and women alike, and Lawlor said the men who’ve attended often leave with a new appreciation of how women approach finance with a different mindset.

Each event features a flower arranging lesson from a locally owned florist, with arrangements reflecting the culture and flora of the region—from wildflowers at an August seminar in Bozeman, Montana, to sleek calla lily compositions at the New York City event.

The flower arranging both helps create a more lighthearted atmosphere while talking about finances and gives attendees a keepsake to take home, Lawlor said.

She recently expanded the concept to include a tutorial in mahjong at the Huntington Library in Pasadena, California, which “was a huge hit with everyone,” she said.

Next year, Lawlor is considering opening up her sessions to virtual attendance to allow more people to attend. While virtual attendees won’t leave with a bouquet at the end of the session, Lawlor hopes they will have more awareness of their current financial situation and articulate their future goals.

“It’s not your responsibility to know everything about finance. As wealth advisors, it’s our responsibility to use our knowledge to guide you to where you need to be,” she said.