Purse Strings was created to help women be financially fearless
Why We’re Here
The financial industry continues to overlook women.
I’ve spent years watching the same broken playbook—tone-deaf sales scripts, outdated training, and marketing that acts like women don’t exist. It’s been going on far too long.
I knew something had to change.
Women aren’t a niche. They are the market.
I had worked in financial services and adult learning for over 25 years. I knew the system wasn’t built for women—but when I went through a divorce myself, I felt it. I started hearing the same quiet concerns from my peers in the same situation:
“I don’t know where my money is.”
“I’ve never done this before.”
“Am I going to be okay?”
And then I started noticing something even louder: women in their 60s and 70s stocking produce, working the checkout counter—not because they wanted to, but because they had to.
That’s when I commissioned research to ask two questions:
1) Is the financial industry preparing women to retire?
2) Are women actually prepared?
The answers? The insurance and financial industries win the award for being the least sympathetic to women. (HBR)
Women are woefully underprepared for retirement.
What Women Told Us
I grabbed Maggie, my now business partner and marketing strategist, and said, “We need to talk to women.”
We held focus groups and listened as women told us what it was like to work with financial professionals. After long silences, they said:
“They don’t even look at me.”
“I feel like prey.”
“They just want my money.”
But when we asked what they needed, they were clear:
✓ A place to learn without feeling judged
✓ A space to ask real questions without being talked down to
✓ Financial professionals who understand, respect, and support them
So we built it. We created Purse Strings to fill the gap the industry ignored.
What We Offer
For Women: Take Control Without the Overwhelm
We’ve made it ridiculously easy for women to step into their financial power. No shame. No jargon. No more gatekeeping.
Free Tools & Resources
Guides, workshops, checklists, and videos tailored for women navigating real life—divorce, caregiving, retirement, and everything in between.
A Vetted Network of Financial Pros
Purse Strings-Approved Professionals who get it. They’re here to support, not sell—and they’re available when women are ready to engage.
Ongoing Learning & Community
Live events, expert Q&As, and a judgment-free space for women to come together in community and learn.
For Financial Professionals: Learn What Women Want and Need
We equip financial professionals with step-by-step training, proven prospecting tools, and ready-to-use presentations—so they can confidently connect with the most powerful market out there: women who control trillions.
Reach, Engage & Earn the Female Dollar Workshop
Our 8 CE-accredited course teaches professionals how to truly connect with and serve the women’s market—beyond the pink-washing and product pushing.
Join the Purse Strings Network
Become a Purse Strings-Approved Professional and get featured in our directory, connect with a national network, access exclusive tools, and showcase your expertise—driving real visibility, growth, and impact.
Who We Are
Dr. Barb Provost
Dr. Barb Provost is a leader in adult learning and financial education with a Doctorate in Adult Learning and Higher Education and more than 20 years of consulting experience in the financial sector. She has collaborated with global organizations, including the World Bank, to develop gender sensitization programs that advance financial literacy for professionals in Nigeria, India, Cameroon, Vietnam, and Sri Lanka.
Recognizing the financial industry’s lack of focus on women, Dr. Provost spearheaded groundbreaking research, organizing focus groups and in-depth conversations to uncover women’s experiences with financial professionals. Her work continues to close the gap in how the industry serves the female market, blending academic rigor, real-world consulting, and a deep commitment to equity in financial education.
Maggie Nielsen, MBA
Maggie Nielsen is a driving force behind Purse Strings, where she champions women’s financial empowerment with passion and purpose. While earning her MBA and working alongside Dr. Barb Provost, Maggie witnessed firsthand how women were too often excluded from financial conversations. Determined to change the narrative, she set out to expose systemic gaps and show women how to leverage the financial system to their advantage.
As the operational engine of Purse Strings, Maggie has facilitated more than 300 live sessions with financial professionals, covering everything from foundational financial skills to real-life success stories and actionable strategies. Her mission is clear: to equip women with the confidence, tools, and knowledge they need to make smart financial decisions for themselves, their families, and their businesses—backed by a team that truly has their best interests at heart.
