With nearly two decades of experience in finance, Liz Ulrichson, CFP, CPFA, QKA, NQPC, has built a successful career in financial advising and retirement planning. Since 2021, she has served as a financial advisor relationship manager at CAPTRUST, where she specializes in client engagement and financial planning, helping businesses navigate 401(k) plans and fiduciary responsibilities.
Before joining CAPTRUST, Ms. Ulrichson was an associate financial advisor at Ameriprise Financial in 2020. From 2017 to 2020, she worked as a client relationship manager at Ameriprise, refining her skills in financial advising and customer service. She further strengthened her expertise as a retirement specialist at Principal Financial Services in Des Moines from 2016 to 2017. Her career began with internships, including an internship at CAPTRUST in 2015 and at Holmes Murphy & Associates in West Des Moines from 2009 to 2010.
In addition to her professional pursuits, Ms. Ulrichson is actively involved in civic organizations, contributing to the CAPTRUST Community Foundation Event Planning Committee and CAPTRUST PRIDE since 2022. Laying a solid educational foundation, she earned a bachelor’s degree in financial counseling and planning from Iowa State University of Science and Technology in 2016. She also holds several professional certifications, including the qualified 401(k) administrator from ASPPA and the certified plan fiduciary advisor from NAPA, and is currently pursuing the qualified planning consultant certification to further enhance her expertise.
Ms. Ulrichson’s specialized knowledge in 401(k) plans has earned her industry recognition, including being named an emerging leader by PLANADVISER in 2024. She attributes much of her success to her mother, a dedicated retirement plan advisor who inspired her to pursue a career in financial planning. Observing her mother’s work ethic and ability to simplify complex financial concepts instilled in her a passion for helping clients and mentoring future professionals.
Reflecting on her path, Ms. Ulrichson has learned the value of emotional intelligence in her field. She follows the principle of assuming the best intent, a mindset emphasized by her internal chief operations officer. She believes that no one comes to work intending to fail, and by giving others the benefit of the doubt, she has strengthened her relationships with colleagues and clients alike. This approach has been a game-changer in fostering collaboration and trust within her professional network.
Outside of her career, Ms. Ulrichson enjoys spending time outdoors, reading, and taking her dogs for walks. Looking to the future, she remains committed to personal and professional growth, with plans to complete her qualified planning consultant certification and expand her client base through active prospecting. She is also considering pursuing a Master of Business Administration (MBA) or an executive MBA to broaden her expertise and create new opportunities in her career.
In advising aspiring female professionals, Ms. Ulrichson acknowledges the challenges of entering historically male-dominated fields. She notes that men, even when unsure, often conceal their doubts well, making it crucial for women to trust their instincts and seek mentors who can provide guidance. She encourages women to embrace confidence, develop their skills, and actively build professional relationships. Her participation in a leadership academy in the Des Moines area provided her with valuable networking opportunities, reinforcing the importance of community engagement in career development.
Looking ahead, Ms. Ulrichson remains dedicated to advancing in the financial industry, helping businesses and individuals navigate retirement planning with confidence and clarity. Through continuous learning and mentorship, she aims to make a lasting impact in her field.