Lana E. Hock brings financial therapy training to wealth management

Lana E. Hock, a Robert W. Baird & Co. director and financial advisor in San Diego, is being recognized for pairing 30-plus years in financial services with advanced training in financial planning and financial therapy. Her work with high-net-worth clients, business owners, and women in transition centers on relationship-driven planning, retirement, estate, and succession strategies.

Why it matters: - Hock’s approach blends technical wealth management with behavioral insight, which can help clients make better decisions during major life changes. - Her focus on women in transition and small business owners speaks to two groups that often face complex, high-stakes financial decisions. - The recognition highlights a style of advising that emphasizes trust, clarity, and long-term planning over transactions.

What happened: - Lana E. Hock, CFP®, ChFC®, CDFA®, QPFC, serves as a director and financial advisor at Robert W. Baird & Co. in San Diego. - Hock leads The Hock Group and works with high-net-worth individuals, families, and business owners. - Influential Women featured Hock for her client-centered wealth management approach. - Hock has more than 30 years of experience in financial services. - Hock has been with Baird for nearly 19 years after transitioning her independent investment advisory firm into the company in December 2007.

The details: - Hock’s practice covers investment management, retirement planning, estate strategies, and business succession planning. - Her work is especially focused on small business owners and women in transition. - Hock recently completed a Master of Science in Personal Financial Planning and a Graduate Certificate in Financial Therapy from Kansas State University. - Hock also holds a Graduate Certificate in Advanced Financial Planning. - Her professional credentials include Certified Financial Planner, Chartered Financial Consultant, Certified Divorce Financial Analyst, and Qualified Plans Financial Consultant. - Hock began working in financial services before finishing her undergraduate studies. - Hock previously served as a partner in her independent advisory firm before joining Baird. - Hock says authenticity and trust-based conversations have been central to building long-term client and colleague relationships. - Hock credits mentors, including the advisor who encouraged her to enter financial services, and her father, whose support shaped her outlook on thoughtful risk-taking.

Between the lines: - The financial services industry remains heavily relationship-driven, and Hock’s profile shows how empathy and technical expertise can reinforce each other. - Her financial therapy training signals a broader shift toward advising that accounts for emotions, behavior, and life transitions, not just portfolios. - Hock’s advice to younger women in the field underscores the continuing importance of mentorship, sponsorship, and workplace fit in a male-dominated profession.

What's next: - Hock plans to keep helping clients pursue financial independence, legacy building, and multigenerational wealth planning through The Hock Group. - She also continues to encourage young women entering financial services to seek strong mentors and environments that reflect their values. - More information is available through her Influential Women profile and The Hock Group.

The bottom line: - Hock’s recognition reflects a growing demand for advisors who combine credentialed planning with emotional intelligence and long-term client trust.