Sara Sanford

Executive Director, Gender Equity Now (GEN)
Sara Sanford is the Executive Director of Gender Equity Now (GEN) and the architect behind the GEN Certification, the first gold standard for gender parity in U.S. businesses. In her financial services career, she identified opportunities to address gender disparities as a force multiplier for growth and spearheaded John Hancock’s first broker-dealer initiative focused on women and wealth. She has authored articles on gender inequities in finance and socially responsible investing and delivered a TEDx talk on the power data holds to transform workplace culture.

Latest Articles

Women And Wealth (Part 3): You're Not Alone In This

Investing as a woman can be intimidating, but you don’t have to do it alone. Finance expert Sara Sanford explains how women can choose an advisor who has expertise beyond product knowledge. Learn how to find a financial partner for long-term success. Learn more at the Financial Freedom Studio.


Women And Wealth (Part 2): Diverse Experiences Need Diverse Portfolios

Not only do women typically earn less than men over time, they can also face a series of other financial challenges unique to their gender. Finance expert Sara Sanford weighs in on how women can build a strong foundation for later-life planning. Learn more at the Financial Freedom Studio.


Women And Wealth (Part 1): Writing Our Own Story

While men are told to invest, women are told to spend less. Finance expert Sara Sanford dives into the financial gap between men and women and how women, when given the opportunity, have the ability to outperform their male peers in financial literacy. Learn more at the Financial Freedom Studio.


Beyond Avocado Toast: Connecting With Millennials Over Money

With a lifetime of wealth generation ahead of them, we should consider how millennials’ financial concerns are different, and how they can best plan for their own futures. Sara Sanford explores how to collaborate with the generation set to inherit the baby boomer wealth. Learn more at the Financial Freedom Studio.

Silver Linings Playbook (Part 3): You and Your Advisor

Watching the market take a hit can make it difficult to stay in the game, but a trusted advisor can be the best coach for keeping your focus long-term. Short-term volatility shouldn’t cost you your long-term dreams. Learn how to partner with your advisor in a recession to stay on track. Learn more at the Financial Freedom Studio.

Silver Linings Playbook (Part 2): Stay the Course

Navigating the news during a market downturn can make it difficult to keep heightened emotions in check. Sara Sanford highlights factors to consider to understand the broader context of a downturn and make rational decisions that can benefit you in the long run. Learn more at the Financial Freedom Studio.