In the heart of Leawood, one financial advising firm is rethinking what it means to truly serve women. At Prevail, Senior Advisor Heather Heckadon is helping clients move beyond intimidation and into clarity, confidence, and control. For some, financial planning has historically felt like something happening in the background, often led by a spouse or delayed until life demands attention. But Heather is quick to point out that this mindset can carry real consequences.
“I want to start by saying that women typically outlive men,” she says. “And what we see that’s a little bit scary is women ultimately end up being the financial decision-maker at some point in their life whether they are ready or prepared or not.”
That reality often comes into focus during major life changes such as loss, divorce, or even unexpected illness. “They wake up one day and that spouse is no longer there and they don’t know how to log into their checking account,” Heather explains. “As if losing a spouse isn’t hard enough, now they don’t know where to turn or what they even have.”
At Prevail, the goal is simple: prevent that scenario entirely.
Rather than viewing women as underserved, Heather sees the issue differently. “I think it’s a misconception,” she says. “Women absolutely have the opportunity to go get the same financial plan that a man does.” The challenge, she notes, is often logistical and cultural. Busy schedules, caregiving responsibilities, and even the dynamic of male-dominated advisory spaces can leave women unintentionally disengaged.
That’s something Prevail has worked to change. “We’ve become very intentional,” Heather says. “We ask, ‘Why is this important to you? How do we keep you engaged?’ We make sure both voices are heard.”
And when both partners are actively involved, the results are powerful. “If you have a good husband-wife team,” she says, “it’s an indestructible plan.”
Heather also sees a shift happening within the industry itself. While financial advising has long been male-dominated, more women are entering the field and bringing a different perspective. “We see things differently from a financial heart perspective,” she explains. “A family perspective.” At Prevail, that shift is tangible. “We’ve hired more female advisors in the last year than we had in the last seven.”
Still, one of the biggest barriers for individuals isn’t access. It’s hesitation.
“The first fear is they’ve not saved enough,” Heather says. “And the embarrassment prevents them from going to get help.” That hesitation often leads to procrastination, which only makes things harder later.
Her advice is refreshingly simple: start now. “It’s never too early and it’s never too late,” she emphasizes. “You can walk in our door as a brand-new college graduate making $50,000 a year and not know what a Roth IRA is, and we’re going to spend the same amount of time with you as we do with our high-net-worth clients.”
That’s why the foundation of any plan begins with awareness. “Step one is understanding what you bring in and what goes out,” she says. “Most people don’t actually know.” From there, it’s about setting realistic, short-term goals. “If I’m 45, I can’t see 65,” she says. “But I can look at the next three years.” Setting short-term goals is more realistic and feels more attainable.
And perhaps most importantly, it’s about shifting perspective. “Wealth is not how much you make,” Heather says. “It’s how you allocate what you make.”
For those feeling overwhelmed, Heather offers both reassurance and a practical starting point. “Bring your financial junk drawer to us,” she says with a laugh. “It is not your job to sort through that. That’s what we do.” That openness, she explains, helps remove the pressure to have everything perfectly organized before seeking help.
Prevail also extends its approach beyond the office, creating opportunities for education and transparency within the community. Heather notes that the firm has implemented family planning meetings that can include children, trustees, and even estate attorneys to walk through expectations and responsibilities. “We’ll bring in the kids or the trustees and outline what the plan is going to look like,” she says. “We don’t have to get into dollar figures, but if they know what to expect, there is very little arguing on the back end.” These conversations, along with ongoing client education, help families feel informed and aligned.
When it comes to day-to-day financial organization, Heather encourages using simple, accessible tools. “There are so many awesome apps,” she says, pointing to platforms that can connect bank accounts, credit cards, and investments in one place. She personally uses eMoney for its ability to centralize financial information. “It’s one password, one centralized location,” she says. “It keeps you honest.” It points out when you are overspending and/or not meeting your savings goal. Whether digital or manual, the goal is the same: clarity and consistency.
At its core, financial empowerment isn’t about complexity or market expertise. It’s about understanding.
“I think being in the know and understanding what you own and why is everything,” Heather says. “If you can articulate your plan and your goals, you’re winning.”
That clarity also extends to relationships. Heather encourages open communication between partners, even if they don’t always agree. “It’s okay to have different risk tolerances,” she says. “You can have one advisor and two plans.” The key is transparency and alignment on shared goals.
She also recommends making finances a regular, shared conversation. “Make it a monthly date,” she suggests. “Do a quick walkthrough. You’ll thank yourself if something happens.” Ultimately, Heather believes financial planning isn’t just about numbers. It’s about peace of mind. “Happiness isn’t stuff,” she says. “For most women, it’s security. It’s peace of mind. It’s being in the know.”
And that, she believes, is where real empowerment begins.