PRACTICE PROFILE

Forging Her Path

Patricia Conway of Conway Financial Group

By Kevin Adler

Patricia Conway, CFP^® professional, financial advisor, CFO, and co-owner of Conway Financial Group, has built her career through connection, community, and defining success on her terms. With nearly 20 years of experience across four advisory firms, she has encountered various management styles and client care approaches. After much soul searching, and prompted by her vision of an ideal firm focused on client-centric values and a transparent Fee-Only model, Pat ventured out to establish her own practice in 2001.

Today, Conway Financial Group is a Fee-Only firm providing financial advisory and wealth management services to individuals and families. With three dedicated employees serving 70 clients, the firm has approximately $110 million under management and an additional $40 million in assets outside its primary custodian. “We pride ourselves on providing unbiased guidance and ongoing education,” Pat shares. “Our goal is to illustrate the bigger picture so clients can simplify wealth management and navigate complexities without stumbling in the details.”

The Power of Community and Representation

Financial planning aligned perfectly with Pat’s natural inclination for planning, analysis, and holistic client guidance. Her background is consulting, with varying responsibilities in investment, tax and financial planning, 401(k) administration, and investment performance reviews. Entering the male-dominated financial planning space in the 1980s, Pat found inspiration in the company of other successful female leaders, such as esteemed Wall Street financial analyst Elaine Garzarelli. Additionally, meeting NAPFA Advisor Peg Weinke, CFP^®, was pivotal in Pat’s career. Peg offered Pat mentorship, office space, and software, marking a turning point as Pat began her practice. Equipped with a service framework and collaborative partner, Pat implemented models and systems with proven track records. “I feel very fortunate to have been able to build my career in a financial arena where women can be just as successful as men,” she says.

Joining NAPFA in 2003 opened new avenues for Pat to learn and grow. She gained additional insights into streamlining operations, outsourcing functions, and leveraging new technology. After years of involvement as a NAPFA member and NAPFA Mix Group and STL Study Group leader, Pat calls many NAPFA members lifelong friends and integral to her personal and professional development. “NAPFA has broadened my perspective and deepened my knowledge, building my confidence to grow as a person and firm,” she says.

How Curiosity Fuels Growth

With many clients near or in retirement, Pat’s team is setting their sights on serving the next generation of family members as potential clients. Coupled with a relatively young staff, Pat has cultivated an openness to new ideas, alternative service model approaches, and the preferences of younger clients. Committed to staying attuned to clients in the digital age, she recalls, “It’s the reason I finally built a website in 2021.”

Curiosity and adaptability have been central to Pat’s ability to grow, stay relevant, and position her firm for lasting success. This theme is evident in her career, carving her own path regardless of industry benchmarks. “Success can be defined in many ways,” she offers to other advisors. “Don’t get caught up with focusing on the size of your firm or even the number of employees. Instead, focus on how you want to work each day and enrich your personal and professional life.”

At the heart of Conway Financial Group is a commitment to putting client needs above all else. Never comfortable with cold calling or sales, Pat remains dedicated to forging long-term advisor-client relationships grounded in trust and the unique considerations of each client’s financial journey. For Pat, the personal and professional fulfillment from impacting people’s lives far outweighs any monetary gains. “It has never been about making money for me, and I have never thought twice about putting in the long hours,” she says. "I have always enjoyed my career.”

Conway Financial Group, at a Glance

Location: Chesterfield, MO

Website: conwayfinancialgroup.com

Year founded: 2001

Number of staff: 3

Number of clients: 70

Assets under manmagement: approximately $110 million

Favorite financial planning website: Kitces.com

Favorite non-financial planning website: the National Parks and BedandBreakfast.com due to my love to travel!

Advice to other advisors: Success can be defined in many ways. Don’t get caught up with focusing on the size of your firm, whether it’s AUM or gross fees, or even the number of employees within the firm. Instead focus on how you want to work each day, and enriching both your personal and professional life.