Meet Catherine Valega, the Owner of Green Bee Advisory, a boutique wealth and tax management firm tailored to empower breadwinning women.
Starting her career on Wall Street, Catherine quickly realized the stark gender disparity in finance, where men dominated the conversation and left women on the sidelines. Green Bee Advisory was born out of a desire to flip the script, offering a refreshing, empathetic approach to financial planning. Catherine’s clients—often successful, driven women—come to her with the same core questions: Am I saving enough? Am I making the best decisions for my family? She loves helping them put the puzzle pieces together and build a financial strategy that feels right for their unique situation.
During our conversation, Catherine shared the underlying mission of Green Bee Advisory, her greatest challenge in blending work with life, and the most important lesson she’s learned in her entrepreneurial journey so far.
Tell us the story behind your company’s founding. How and why did you start working on Green Bee Advisory?
I started my career on Wall Street. At the time, only 25% of employees were women. Several decades later, that number has stayed the same. My world of financial services is filled with blustery men. I pride myself on being an anti-jargon, anti-mansplaining, compassionate advisor.
What is the underlying mission of Green Bee Advisory? How does your work make a difference in people’s lives?
Most of the women I work with have the same “avatar,” if you will. They are driven, smart, and competitive. They all tend to have the same basic questions: Am I saving enough? Am I making the best decisions for my family? Am I maximizing my options? I love helping them figure out the best way to utilize the puzzle pieces of their financial plan to accomplish the things that are important to them.
What core values guide Green Bee Advisory? How do these principles reflect your personal values and how do they influence your leadership?
I came out of the womb competitive and fiercely independent. I started working when I was 12. I used my income to purchase my dream bike and got hooked on earning and saving. By 18, I opened my first retirement account. In my 20s, I worked my way through college and grad school. Understanding my money and what it could do for me empowered my life. More importantly, I loved the confidence it gave me.
It wasn’t until I became a financial advisor that I realized how many women did not share my love of investing. Discussing money made them feel anxious, ashamed, and fearful about the future. So I began talking about finance in a way that they understood. I started to teach them how their money could impact their life and create opportunities for the future. That is why I do what I do. My true purpose is to educate and empower women to take full ownership of their financial lives—to learn and grow as they build their confidence and create exciting opportunities for themselves.
“My true purpose is to educate and empower women to take full ownership of their financial lives—to learn and grow as they build their confidence and create exciting opportunities for themselves.”
What has been your greatest challenge in blending work with life? How have you managed to create a sense of harmony between the two?
As an entrepreneur, it can be hard to “turn off.” I try to spend at least one day a week completely disconnected from anything digital. I’m a nature lover, so that typically means spending the day outside unconnected to gadgets and connected to nature.
What is the most important lesson you’ve learned in your entrepreneurial journey so far?
Just do it. One of the best parts about being an entrepreneur is the flexibility to try things, fail, and try again. We’re not stuck with rigid corporate mandates—we make our own mandates. Some things will work; others won’t. But that is okay. Don’t overthink things. Try, live, learn, and keep on going!
What advice would you give to other women wanting to start or grow businesses in an intentional way?
I would recommend doing research to find other women who are ahead of you and politely reaching out to connect. Better yet, find a mentor who can guide you and give you pep talks along the way. Entrepreneurship is lonely and hard. Acknowledge that and work to find a support network that you can rely on.
Catherine is a member of Dreamers & Doers, an award-winning community that amplifies extraordinary women entrepreneurs, investors, and leaders by securing PR, forging authentic connections, and curating high-impact resources. Learn more about Dreamers & Doers and get involved here.