For RFG Advisory, its new StrongHER Money program is an opportunity to give back to the community while also tapping a market segment that’s been overlooked.

“It’s a platform for advisers to have intentional conversations with female clients and prospects, as well as a financial literacy platform for women,” said Shannon Spotswood, the firm’s president, who spearheaded the initiative.

The program, open to all women, includes a jargon-free question-and-answer platform focused on topics such as wellness, debt, work and family life balance, investing, and more. Other features include community-building events and an online option to ask questions of an adviser.

The platform also serves as a referral source and branding tool for advisers, providing them with marketing and event-planning resources for communicating with female clients and prospects. In its first year, 20% of RFG’s advisers have adopted it, resulting in 250 prospect meetings and 30 educational events.

— Deborah Nason