Finance is still a male-dominated field, but women have certainly made inroads, and Lori Van Dusen, CIMA and founder and CEO of LVW Advisors, an independent firm based in Pittsford, New York, is one of them.

Van Dusen began her investment advisory career in 1987 with Shearson Lehman Brothers (later acquired by Citigroup Smith Barney). By 2004, she had achieved the title of managing director with Citigroup Smith Barney. She founded LVW Advisors in 2011.

In 2019, Van Dusen was named to Barron’s Financial Advisor Hall of Fame, which recognizes advisors who have appeared in 10 or more of Barron’s annual Top 100 Advisor rankings. She was ranked No. 1 in New York-NY State on Forbes’ 2024, 2023 and 2022 Best-In-State Wealth Advisors list, and has been ranked for five consecutive years on Forbes’ America’s Top Wealth Advisors list and Forbes’ America’s Top Women Advisors lists. In 2022, Van Dusen was named CEO of the Year by Institutional Investor’s RIA Intel.

Along the way, she’s honed ideas about what it takes to succeed as a woman in the field, and she shares some of her insights, from the example of Susan B. Anthony to the importance of role models to the power of confidence.

You have been the recipient of numerous accolades, including by Barron’s, Forbes and Institutional Investor. What lessons have you learned over the course of your career that you can impart to rising women leaders?

Even as the number of women in finance has easily tripled since I started my career, women still remain a minority in the industry. I encourage women to embrace this outsider advantage. Women approach business differently than men, and that distinction is a strength.

Lacking access to the traditional pipelines my male colleagues benefited from, I built my own. Rather than competing directly, I sought ways to differentiate myself. I prioritized relationship-building over transactions, focusing on long-term client partnerships rather than simply closing deals. This approach not only served me well early in my career but continues to set LVW apart from many other RIAs today.

I was also intentional in choosing my mentors, seeking leaders who valued meaningful relationships. Now, as a leader myself, I take great pride in the fact that many of my team members have been with me for 15 years or more—another key differentiator in an industry often marked by high turnover.

In 2020 you received the Women of Excellence distinction with the Circle of Excellence honor from the Rochester Business Journal for leading the way for other women. Tell us about some of your initiatives mentoring and networking with other women within your community.

I was recently honored to serve as the keynote speaker at the Susan B. Anthony Birthday Celebration, held at the Rochester Convention Center before an audience of nearly 800, many of whom were young women. During my speech, I reflected on how much of my success is a direct result of the work Susan B. Anthony and her peers did—harnessing the power of a “handful of women” showing up and doing the work. That message deeply resonated with me.

Increasing access to healthcare and education are very important to me. As a member on the health equity committee, board member of the University of Rochester Medical Center, I remain dedicated to expanding access to healthcare across our region, continuing the legacy of those who have fought for meaningful change.

Also, as the past board chair of Monroe Community College and the foundation of Monroe Community College, I helped initiate the scholarship for single parents, most of whom are women, called Star Power that is for first members of their family to go to college.

You were also recognized by the Girl Scouts of Western New York as one of the 2019 Women of Distinction. What advice do you have for Girl Scouts about their future career aspirations?

Don’t limit yourself when considering career paths. Far too often, girls are steered away from careers in finance and STEM. If you have an interest in either field, don’t let others discourage you. Seek out women role models in these industries and connect with them online—mentorship and representation matter.

One of the most powerful aspects of the Girl Scouts is its ability to help girls build confidence and develop leadership skills. These are two of the most valuable assets you can cultivate, as they are applicable to any profession. I pursued a career in finance simply because I never believed I shouldn’t. I had confidence in my abilities and knew I could outwork anyone—so I went for it.

You are author of the Wall Street Journal bestselling book Running with Grace: A Wall Street Insider’s Path to True Leadership, a Purposeful Life, and Joy in the Face of Adversity. What are some of your main takeaways?

It’s not the most exciting lesson, but it’s an important one: Life isn’t meant to be easy. It will always present challenges, both professional and personal. How you face those challenges is what defines you.

My book is filled with stories of tenacity and perseverance. I share moments when I encountered significant obstacles or experienced failure, but each time, I got up, dusted myself off and kept going. More than anything, though, my book is about finding grace in unexpected places. Purpose isn’t discovered overnight—it’s built through perseverance, action and, yes, failure.