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

So, How Am I Doing? Evaluating Portfolio Performance On Your Terms

Many of us have portfolios but lean on our advisors to evaluate performance. Learning how to measure your portfolio’s performance on your own using meaningful benchmarks is the first step you can take toward gaining financial confidence. Learn more at the Financial Freedom Studio.

Learn To Earn: Knowledge For Pursuing A Secure Financial Future

Research shows that the more financially literate you are, the greater your chances are for financial freedom. This financial literacy cheat sheet gives you a quick rundown of key things you need to know about financial planning. Learn more at the Financial Freedom Studio.

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.