Navigating the financial landscape can be difficult for anyone. But add in the way women are often excluded or ignored, and it can be truly daunting for 50% of us. The Women’s Initiative at Sendero is changing that by creating a dedicated space for women to master their financial futures. Founded by Partner and CEO Elizabeth Flavin Crawford, the program moves beyond traditional jargon to offer community-driven education and support for every life stage. We spoke with Crawford to discuss how she is breaking barriers and helping women in our community turn financial instinct into lasting power.
sendero.com/the-womens-initiative | 210-739-1818 | 1580 S. Main St., Ste. 203
(Responses edited for length and clarity.)
The Women’s Initiative is described as a platform where women can freely talk about and understand their personal finances. Can you tell us how it came to be? What was the spark or need you saw in the community that led you to create a dedicated program specifically for women?
In my career, I saw male advisors ignore the women in the room, even when the money belonged to the woman. They would say hello to her, but then the entire conversation was directed to the man. It was a shock to experience and a turning point for me. I knew there had to be a better way.
Women's financial lives can look really different: a young professional, a stay-at-home mom, a recently divorced woman, or a widow navigating finances for the first time. How does the Women's Initiative meet women wherever they are in life, rather than offering a one-size-fits-all approach?
Women are half the population; we aren’t a niche. The Women's Initiative is about creating a space where every woman feels welcomed, regardless of where she is in life. Our events are designed by women for women to learn, connect, bring a friend, and genuinely enjoy themselves.
Let’s talk about "Let's Talk.” What does a typical event look like, and how do you move away from “dull education” to create an environment where women feel empowered and engaged?
We don’t do dull! Think six to ten women gathered in someone's home with wine and appetizers, diving into real financial conversations without the jargon—because the concepts we use in finance are those that women already apply in their daily lives, just under different names. The moment a woman realizes she already understands this more than she thought, the confidence that follows is extraordinary. Financial literacy is a part of the program, but there are elements of psychology, communication, and action items. It is incredibly rewarding for me to see the confidence that women gain through this program.
It seems that financial confidence is a recurring theme throughout this initiative. In working with women clients, what are the most common barriers—practical, social, or otherwise—that might keep women from feeling truly in control of their financial lives?
Years ago, I came across a meme about applying for jobs that I haven't been able to shake. It said a man with three out of ten qualifications applies confidently, while a woman with eight still wonders if she's enough. I've watched that play out with women in my work ever since. As women, we easily fall into the traps of over-planning and under-executing, playing it too safe with investments, and giving to everyone else before saving for ourselves. Plus, we live longer than men while still earning less, which makes getting this right not just important, but urgent.
For a woman in the area who's reading this and thinking, "this sounds like something I need," what's the first step? What is the one thing you want her to know about her own financial power?
The hardest part is simply beginning—and you don't have to figure out where to start alone. Scan the QR code in our ad, visit our website, find us on social media, or come to an event and bring a friend. You already have more financial instinct than you've given yourself credit for. We're just here to help you trust it.
“You already have more financial instinct than you've given yourself credit for. We're just here to help you trust it.”