Even in the '90s, financial expert Liz Davidson saw very few women at industry conferences when she'd speak about finances.
Out of frustration that women weren't getting the financial information they needed, the CEO of an investment management company became obsessed with providing them with it. She founded Financial Finesse in December 1998 - and started giving monthly seminars in San Francisco and Los Angeles.
After months of growth, KBZS Business Radio approached Davidson because they wanted someone to host a show that embodied the essence of her business, to educate women about investing and financial planning.
The show launched late last month and a complementary Web site, www.financialfinesse.com, is launching Wednesday.
Financial Finesse airs in San Francisco Wednesdays, from 12 - 1 p.m. on the Silicon Valley business radio station, a coverage area of more than 5 million people.
The show targets "upwardly mobile women."
Davidson aims to present the show's financial information in a way that's fun, relevant and highly compelling, setting it apart from the dull image associated with finance.
Topics are centered around what women care about most, such as teaching children about money, achieving financial security without a lot of sacrifice and giving back to your community.
The show also gives women information to help them feel secure about making investment decisions, without being bombarded by facts.
What She Wants
Davidson wants anything oriented towards tips that don't take a lot of time or money, but can make a big difference to listeners' financial situations.
She also wants to know about female-oriented non-profits or women who have managed to achieve financial security and independence in their own lives, which includes community leaders, business and media figures and athletes. Highly successful financial planners are welcome and might land an on-air consultation with one of their clients, so listeners can learn tips on how to manage their own finances.
Davidson prefers email pitches to [email protected].
Business Radio 1220-KBZS listeners compared with the average are:
- 68 percent more likely to have an income of $100,000-plus.
- 59 percent more likely to possess a graduate degree.
- 43 percent more likely to have assets exceeding $250,000.
- 29 percent more likely to have pur chased a new computer in the last 12 months.
- 71 percent more likely to have used a brokerage firm in the last 12 months.