Women’s History Month Spotlight with Lisa Crafford
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.
Say hello to Lisa Crafford, Head of Advisory at Constellation Wealth Capital. Her career journey from an international student with dreams of diplomacy to a leading voice in wealth management technology illustrates the power of boldness, curiosity and taking initiative. Instead of following a straight-line career path, Lisa embraced opportunities, asked the right questions and built a career helping advisory firms optimize their businesses and create meaningful client experiences. Now, she is trying to shape the future of the industry by helping firms blend strategy, innovation and human connection.
In this interview, Lisa shares her career journey, insights on leadership, and advice for women looking to grow and thrive in wealth management technology.
From Australia to Advisory: A Career Built on Curiosity and Opportunity
Not everyone starts their career with a clear destination in mind. For Lisa, wealth management was something she stumbled upon rather than actively pursued. However, once she was exposed to the industry, she recognized its potential and found herself drawn to the combination of people, strategy, and innovation that makes wealth management so impactful.
Q: Can you share a bit about your background and journey into the wealth management industry?
A: I originally came to the U.S. almost 18 years ago. I had studied business and French but didn’t really know what I wanted to do when I graduated. My first role in the industry was at a small RIA, working alongside my husband, who was an advisor there. From there, I got into recruiting, which exposed me to a wide range of financial advisors and wealth management firms.
What really drew me in was how much people loved working in this space. I was staffing temporary and temp-to-hire roles, and unlike other industries, the people I placed at wealth management firms would call me and say, ‘I love working here! If anything opens up full-time, I’d love to stay.’ That was a huge indicator for me.
On top of that, the way the executives spoke about their employees and clients stood out. It wasn’t just about business; it was about relationships. Smart people who genuinely cared about the people they served. That’s when I realized this was an industry I wanted to be part of.
Q: Your career path wasn’t traditional. Would you say your journey was more by happenstance?
A: Definitely! I originally wanted to be a diplomat, so wealth management was not in my original plan. In fact, I was not even really aware of the industry. Growing up we did not talk about money or financial planning in my household. It was seen as something for parents not for kids.
My first real exposure to the industry came when I started working at that small RIA. One day, they asked me, ‘Hey, would you like to become an advisor? We’ll help you get your CFP.’ And I just remember thinking, not really. I loved what they did, but I was much more fascinated by the business side of it. How do you create an incredible client experience? How do you use technology in a way that makes firms more efficient but still keeps the human element? How do you build career paths that help people grow instead of hitting a ceiling? That was what excited me.
So yes, I would say my journey was happenstance, but once I found myself in this world, I was intentional about leaning into what excited me the most.
Breaking Barriers by Saying Yes to Possibiliites
Women in wealth management often face unique challenges — whether it’s breaking into a male-dominated industry, earning leadership roles or simply being seen and heard in key discussions. Lisa has navigated these challenges by taking a proactive approach: raising her hand, asking for more, and stepping up when opportunities presented themselves.
Q: What challenges have you faced as a woman in wealth management, and how did you overcome them?
A: I’ve definitely had help along the way. At the RIA I worked at, the reason I was able to get the job was because someone at the firm had broken their ankle, and they needed emergency support. So, there was definitely some divine intervention there!
But after getting my foot in the door, I made sure to be proactive. I’ve always been inquisitive and naturally driven. I asked a lot of questions: Why do we do this? Why is this process this way? How can we make it better? And I think that helped me stand out. When you show that kind of curiosity and initiative, leadership notices.
At my second firm, I was hired as an office manager, but I quickly realized that role alone wasn’t a full-time job. So, I went to the partners and asked: What else can I do? I started taking on billing, compliance and daily reconciliations. You know, the things that weren’t glamorous but helped me learn the business. That mindset of raising my hand and asking for more opportunities made all the difference.
The Progress, the Challenges and the Future
Conversations around diversity and representation in financial services have gained momentum, but real change goes beyond just acknowledging the gaps. True progress comes from understanding both the strides made and the challenges that remain. As someone who has built her career in this space, Lisa offers a unique perspective on where the industry stands, what still needs to change and how firms can create meaningful opportunities for women in leadership.
Q: What are your thoughts on the current level of representation of women in leadership roles within the industry?
A: Over the last 18 years, representation has improved, but we still have a way to go. That being said, the women who are in leadership roles are absolutely phenomenal — bold voices who are well respected and making a real impact. I am lucky to call some of them friends and to have worked alongside them.
Even though we are still in the minority, those of us who are here make up for it in contributions. We are proud, we are bold and we are not afraid to speak up. More importantly, we are making sure that the next generation sees what is possible and knows they belong in this space too.
Q: What can firms/businesses do to support women in leadership?
A: As leaders we always want to hire the best person for the job, but the key is making sure the talent pool is diverse to begin with. That starts long before the hiring process. It starts with investing in future talent and making sure opportunities exist for those who might not otherwise find their way into the industry. Companies can support this by:
- Providing financial literacy programs in elementary schools and supporting organizations like Boys and Girls Clubs that teach kids how to be bold and speak up whether through sports, theater, mock trial or other activities.
- Offering high school internships that expose young people especially women to business and enterprise early on.
- Supporting mentorship opportunities and career development programs to help more people gain access to financial services careers.
One of the biggest shifts I have seen over the past fifteen years is the growth of financial planning programs. When I first started hiring interns there were only a handful of these programs. Now there are more than two hundred across the country, many of which are tapping into more diverse communities. That exposure is crucial in building a pipeline of future leaders.
Personally, I get LinkedIn messages and emails from people looking for career advice all the time. My rule is simple. If you are bold enough to reach out, I will take the call. Sometimes it is 15 minutes and sometimes it is 30, but I always make time for those who ask. If my story or experience gives someone the confidence to apply for a job that they were hesitant about or take the next step in their career, then it is worth it.
Q: What advice do you have for women aspiring to grow in the wealth management space?
A: Be bold in asking for what you want. Be bold in taking initiative. If you see a problem or an opportunity, don’t wait for someone else to fix it. Step in and own it.
That is exactly how I ended up launching a university student program at Pershing’s INSITE Conference. The first year I attended, I walked around and thought, where are all the university students? When I asked about it, the response was, ‘We have never done that before.’ That was not a good enough answer for me. I said, ‘Well, we should.’ They told me to make it happen, so I did. Now around one hundred students attend every year.
The same mindset applies to everything in your career. If you see a gap, fill it. If you recognize an opportunity, act on it. And do not be afraid to be the first — the first woman in the room, the youngest person, the only person of color. If you show up with confidence, you will open doors for others, and that is how change happens.
Someone once told me, ‘The job you will end up doing probably does not exist today.’ That idea always stuck with me because, like many people, I never had a clear-cut career path. But if you are bold enough to take risks and step into new spaces, you will shape your own path and inspire others to do the same.
A Call to Be Bold
Lisa’s story is a powerful reminder that you don’t have to wait around for opportunities. Start creating them. Whether it’s stepping up for new challenges, asking the right questions, or pushing for more representation in leadership, boldness is key.
To the women looking to make their mark in wealth management or any industry: be curious, be confident and don’t hesitate to take the lead. The industry is evolving, and there is plenty of room for those ready to challenge the status quo and drive change.
A huge thank you to Lisa for sharing her journey and insights. Her leadership and advocacy continue to inspire the next generation of women in wealth management.
