#InternationalWomensDay 2024: Rose Serhal

March 8, 2024 is International Women’s Day, and we are telling the stories of inspiring and accomplished women we are privileged to work and partner with.

Name: Rose Serhal ( Rose S. )

Position: Financial Advisor

Designations: Certified Financial Planner

Years in industry: 11

Years at ATB Wealth: 4

Why did you choose a career in the financial industry? What has your career path looked like?

My passion for investing and financial planning started when I began my investing journey. I found the investing world to be overwhelming, cryptic, and convoluted. As I learned more and began to understand more about personal finance, I wondered who else out there was feeling the same way as me. I wanted to demystify personal finance and investing, and offer my clients education and transparency. Before making the transition to financial planning, I spent seven years in lending, which paved the way for my career. After joining ATB Wealth in 2020, I was met with a plethora of opportunities. I continued to pursue my Certified Financial Planning designation, and completed the program in 2023. Now I get to apply the knowledge and skills I have gained over the years to my clients and help clients understand that their financial dreams are possible. It’s truly an honour to walk alongside my clients on their financial journey. I am a teacher at heart, driven by the desire to empower clients, especially women, in helping them make informed decisions that are in line with their financial goals.

As a woman in this industry, what are the challenges you’ve experienced along the way?

When starting my career 11 years ago in the male-dominated industry of finance, I often found myself changing parts of who I was to be more palatable, to be “one of the boys.” Over the years, I began to embrace the perspective that I bring as a woman and have leaned into my superpower of empathy. In this field, women often encounter many biases and stereotypes, ranging from misconceptions about their skills, to being overlooked for promotions, to not being taken as seriously as their male counterparts. While we have made great strides towards reducing the impact of gender bias, we still have some runway ahead of us until we are met with true equity. I am excited for the journey women will continue to take in finance.

The theme of this year’s International Women’s Day is #InspireInclusion. Based on your experience, what does this industry need to do to support both women in finance, and women taking control of their financial well-being.

I recall a meeting when a client told me that a previous advisor would only address her husband during meetings, and how small this made her feel. I can relate with my client’s experience and believe that no one should feel this way during important conversations about their financial future. This is partly what inspired me to join the finance field and help encourage and guide women towards their future. In order to support women in finance, the industry must amplify women and minority voices and ensure there are equitable opportunities for career advancement. Fostering a supportive and inclusive workplace culture where women feel valued, respected, and empowered to thrive professionally is essential for driving meaningful progress in this area.

What’s the best part of your job and working at ATB?

The best part about working with ATB is that I feel empowered to take on new challenges and encouraged to step out of my comfort zone. I have felt that ATB understands the importance of reducing gender bias in the workplace, and ATB demonstrates a consistent effort in creating an equitable workplace for myself and other minorities in the organization. As for my favourite part of my job, ATB empowers us to focus on our clients and put them at the centre of what we do. This has allowed me to focus on doing what is best for each individual, based on their unique needs. After almost five years of working with ATB, I am still excited to come to work each day and see what the day holds for me.

What advice do you have for other women in this industry?

My advice for other women in the finance industry is to embrace your expertise and unique perspective that you can bring to the table. Be confident in your abilities to be successful in the industry, and help pave the way for the future generations of women to have equitable opportunities. Seek out mentorship from other women who inspire you, and be willing to be vulnerable with each other. I know it can be nerve wracking, but don’t hesitate to make your voice heard. Most importantly, be kind to yourself and fiercely pursue your dreams.