Future-Proofing Finance: Lessons in Empathy, Innovation, and Leadership from Principal Financial Group’s CMO Beth Wood
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Beth shares her insights on navigating financial services, the role of grit in leadership, and Principal's unique approach to brand-building through empathy and expertise.
“Figure out what's unique and authentic about you, and that will help guide you toward a unique and sustainable value proposition. For us, it's empathy and expertise. We are a Midwestern culture that tries very hard to understand people.” - Beth Wood
With an inspiring blend of entrepreneurial grit and strategic vision, Principal Financial Group's EVP and CMO, Beth Wood, shares a journey shaped by resilience, empathy, and innovation. From her start as an "accidental entrepreneur" to steering a Fortune 500 brand, she reveals the key to standing out in the financial sector: a genuine commitment to empathy and expertise. Through impactful partnerships with names like the NCAA and a forward-thinking approach to financial literacy, this episode uncovers insights on crafting a brand that resonates deeply in today’s fast-paced world, offering a roadmap for purpose-driven leadership and authentic connections.
Beth brings over three decades of experience in financial services, honed by her early career as a small business owner and executive roles at MassMutual and Guardian Life. As a former "accidental entrepreneur," Beth’s leadership approach emphasizes grit, empathy, and authenticity. Her expertise in brand-building and storytelling sets her apart in an industry often perceived as impersonal, making her an influential voice in connecting with consumers through purpose-driven marketing and partnerships.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
From Accidental Entrepreneur to Financial Leader - An unexpected turn transformed her career when she inherited her mother’s coffee business, launching her on a path she hadn’t anticipated. As an “accidental entrepreneur,” she was suddenly responsible for managing finances, operations, and succession planning—a crash course in resilience and adaptability. This experience not only shaped her as a leader but sparked a deep commitment to supporting other small business owners facing similar challenges. Now, in her role at Principal, she leverages this firsthand insight to champion financial literacy and accessible planning resources, helping entrepreneurs prepare for the unexpected with confidence.
Financial Literacy & Small Business Needs - Beth’s background as a business owner gave her firsthand insight into the financial literacy gaps that many entrepreneurs face. During her time at MassMutual and Guardian Life, she developed a deeper understanding of essential financial planning topics, from life insurance to business valuations. At Principal, she applies this knowledge to empower small business owners with accessible tools, focusing on topics like employee benefits and succession strategies that foster long-term security and planning.
Crafting a Distinctive Brand Strategy - Principal’s brand strategy stands out for its focus on empathy and expertise, qualities that resonate deeply with both business decision-makers and individual employees. This approach aims to humanize the often impersonal world of financial services, reinforcing trust in Principal as a customer-centered brand that seeks to connect authentically with its clients, supporting them through every stage of life and business.
Reaching Millennial Consumers - As millennials lead today’s workforce, Principal meets their expectations with digital, user-friendly financial tools. By addressing this generation’s focus on experiences and flexibility, Principal’s mobile-first approach and transparent educational resources make financial planning accessible and relevant, empowering millennials as they prepare for the future.
Leveraging AI to Enhance Customer Experience - AI is a powerful tool at Principal, enhancing efficiency and customer experience alike. AI-driven tools, such as chatbots, provide real-time, personalized support that makes navigating complex financial topics easier and less intimidating. Rather than simply cutting costs, Principal sees AI as a way to enrich customer interactions, making guidance more accessible, responsive, and tailored to each client’s needs.
Evolving Leadership in a Modern Workplace - Leadership today requires a collaborative and autonomy-centered approach, and Beth leads by example, creating a culture of trust and empowerment. By bringing in team members with diverse perspectives and encouraging independent innovation over strict processes, she fosters an environment where open communication thrives. Her leadership style leverages individual strengths to drive collective success, underscoring that effective leadership is about empowering the team to elevate performance rather than managing from the top down. Fostering a flexible and inclusive work environment will always boost innovation and engagement.
Listen to Beth Wood on The Speed of Culture podcast to discover more about Principal’s empathetic approach to brand-building, financial literacy, and strategies that empower both businesses and individuals to achieve financial security.
