How to Invest, Simplified: Dawn Santoriello on Building Wealth, Confidence, and Financial Freedom for Women
DAWN SANTORIELLO
As a FemCity Global Member and Mentor, Dawn Santoriello, CFP®, is passionate about helping women build wealth with clarity, confidence, and purpose. Through her firm, DS Financial Strategies, she empowers women to take control of their financial future—offering education, accountability, and practical tools that make investing simple and accessible.
In this interview, Dawn shares her inspiring personal story, debunks common investing myths, and provides straightforward, evidence-based guidance to help women create a life of financial freedom and abundance.
Dawn, can you share a little about your journey—what inspired you to become a financial advisor and focus on helping women with investing?
I grew up poor during my early childhood. We couldn’t afford to go to the dentist, and I had a black hole in my tooth—thankfully it was just a baby tooth! My birth mother struggled with addiction, and my grandmother tried to care for me and my half-siblings. When that became too much, my siblings and I entered foster care.
After years of instability, we were finally adopted by loving foster parents when I was ten years old. Those early experiences shaped me. I decided I never wanted to be poor again—and I wanted to help others create financial security too. My mom taught me how to manage money, and I was good at it. When my first dream career in modeling and acting didn’t work out, I pivoted to financial services. It’s become my life’s purpose to help women feel empowered, educated, and confident about their finances.
Many women feel overwhelmed or intimidated by investing. What are some of the most common myths or fears you hear from clients?
The biggest myth is that investing is too complicated. Many women also fear they’ll lose everything if they invest. The truth is, investing is simply a tool to grow your money over time. With the right education and strategy, it can be empowering—not intimidating.
I use an Evidence-Based Investing approach, helping clients focus on research, data, and long-term trends instead of emotion or hype.
If you had to explain investing in the simplest terms, how would you describe it?
Investing is making your money work for you. Instead of leaving it in a savings account, you put it into assets like stocks, bonds, or mutual funds that grow over time.
Saving keeps money safe and accessible for emergencies or short-term needs.
Investing builds wealth over the long term—helping your money outpace inflation and work toward future goals.
Before you begin investing, build a strong foundation:
Create a 3–6 month emergency fund.
Pay off high-interest debt.
Clarify your goals and timeline.
Practical Guidance for Beginners
What are some easy, approachable investment options for beginners?
I believe in the Evidence-Based Investing philosophy—decisions grounded in decades of market data and research, not emotions or short-term trends.
Here are my five rules for success:
Don’t pick individual stocks. Studies show that only a small fraction of stocks drive market growth, while 96% perform no better than Treasury bills.
Avoid chasing performance. Most active fund managers underperform the market over time—stay consistent instead.
Don’t time the market. Even Nobel Prize-winning economists note it’s nearly impossible to predict short-term moves.
Diversify. Spread your investments across assets and tax types (taxable, tax-deferred, tax-free).
Start today. Even $100 a month can make a difference over time.
How Much Do You Need to Start?
You don’t need a fortune to begin—start where you are. Even $100 per month is a great beginning. Ideally, invest around 20% of your income for long-term goals like retirement.
Recommended Tools & Resources
I share resources and guides on my website, dsfinancialstrategies.com, and in my book Manifest and Invest: Live Your Best Life & Get Your Money Right. It includes chapters on investing, budgeting, and getting out of debt—written to help women take control of their financial futures.
Why is it so important for women to invest?
Women often live longer, take career breaks, and earn less over time. Investing helps bridge those gaps and ensures long-term independence. It’s not just about money—it’s about freedom, security, and choice.
How can women stay calm when markets fluctuate?
Focus on the long-term plan, not the headlines. Markets rise and fall, but history shows they trend upward over time. Emotional decisions are the greatest threat to returns. My clients’ portfolios are designed for stability—with diverse assets, not just stocks—so they can weather volatility and build sustainable wealth.
Why are patience and consistency essential?
Discipline is everything. Successful investors stay consistent, even when the market feels uncertain. Avoid chasing trends, picking stocks, or timing the market. Instead, follow evidence-based principles and invest regularly. That’s how true wealth is built—through consistency and calm.
What advice do you have for women who want to align their investments with their values?
You can absolutely invest in alignment with your values. There are many socially responsible and impact investment funds focused on clean energy, women-led businesses, and social justice. While some may underperform traditional funds, they allow you to grow wealth while supporting meaningful causes.
Can investing be a form of empowerment for women?
Absolutely! When women invest, they reclaim financial power, break generational cycles, and model confidence for future generations. It’s not just financial empowerment—it’s emotional and spiritual empowerment too.
What’s one small step women can take today?
Start now. The easiest step is contributing to your company’s 401(k) or setting up an automated investment plan. Time and consistency are your greatest allies.
Closing Message
If you could leave women with one simplified message about investing, what would it be?
Investing is simple—and should be boring when done correctly. Work with a competent advisor who helps you stay objective. Emotional decisions made in fear often cost more than any advisor fee ever will. Stay disciplined, stay invested, and stay focused on your long-term vision.
At DS Financial Strategies, we help women design personalized retirement plans that reduce taxes, increase income, and bring peace of mind.
Investment advisory services offered through Efficient Advisors. DS Financial Strategies, LLC is not affiliated with Efficient Advisors. Members of Ed Slott’s IRA Advisor Group must complete annual training sessions provided by Ed Slott and Company, LLC and pay an annual membership fee.