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“I've had the pleasure of working with Paulette for over 10 years. 

Paulette is a thoughtful and knowledgeable professional who counsels and advises on a range of issues.  In particular expertise and voice on the women's market within financial services has been invaluable and needed in the marketplace. 

I'm so honoured to know and to have worked with a professional of this caliber.”

John Cucchiella, Senior Executive, Financial Services

Paulette Filion

Paulette, a sought after marketing expert within the financial services industry, has always worked hard towards creating a better understanding, acceptance and consideration of clients based on their behaviours rather than demographics.

She believes that consumers want to do business with companies that understand them and to purchase products that already mirror their existing beliefs.

Paulette reflects the voice of consumers (often women) motivated by natural tendencies and emotional instincts rather than by product features.

Her passion to voice these concerns began early in her career with the very first, extremely successful, series of seminars she produced on behalf of Merrill Lynch in New York which focused exclusively on women. Back when women were little more than ‘wives’ and ‘girlfriends’ Paulette was already a leader in recognizing the vast societal changes about to take place. The first seminar attracted more than 1,000 women and showed the need and desire for financial knowledge and understanding tailored to half of the population.

​In her quest to change the status quo, Paulette also conducted research with women investors related to the communications provided by financial services companies. She found that the focus on quantitative results was failing to inspire or reassure female clients which led her to redouble her efforts to help bridge the gap between women and the financial community.

In addition to her consulting Paulette found the time to co-author a book with Gail Vaz-Oxlade called Marketing Financial Planning to Women. The book was aimed at advisors interested in learning how to develop better relationships with female clients.​

Since then, as a partner in StrategyMarketing.ca she has become an avid blogger and co-authored two white papers; Why women leave their Financial Advisors and how to prevent it and Financial Advisors are failing women: What female clients really want and how to change the dialogue.

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