Her Story
About Alex
Alexandra Richey is a dedicated financial advisor and entrepreneur whose career journey reflects adaptability, purpose, and a deep commitment to serving others. With a background in accounting, she began her career in bookkeeping and banking, building a strong foundation in financial systems and analysis. However, during the isolation of the COVID-19 pandemic, Alexandra realized she wanted a more people-centered path. An unexpected opportunity to transition into financial advising opened the door to a new calling—one that combined her technical expertise with her passion for helping others. After completing her licensing, she fully stepped into the advisory space, quickly recognizing that this was where she was meant to make an impact. Now the owner of her own practice, AJ Freedom Financial, Alexandra has embraced entrepreneurship and the opportunity to shape a client experience rooted in trust, education, and personalized care. Her approach centers on comprehensive financial planning, with a specialized focus on healthcare-related financial strategies. She is deeply involved in every aspect of her business—from building financial plans and managing client relationships to hosting educational workshops within her community. One of her most notable accomplishments is completing the Certified Financial Planner™ exam in just seven months, a testament to her discipline, drive, and commitment to excellence. What sets Alexandra apart is her genuine passion for continuous learning and her unwavering focus on her clients. She believes that financial advising is not just about numbers, but about understanding the person across the table and helping them achieve their goals with confidence. Actively involved in her community, she supports organizations such as United Way and HopeGate Pregnancy Center, and is committed to expanding financial literacy through workshops and outreach. With a growing business fueled largely by referrals, along with a podcast and media presence, Alexandra continues to build meaningful connections while empowering others to take control of their financial future.
Her Interview
Ten minutes with Alex
01What do you attribute your success to?
The biggest blessing I've had is the mentors I've had along the way. I've been really lucky and very blessed to have had the opportunity to be coached by fundamentally great people. Though our paths went their own way, they are still in my corner to guide me when I need them. That's number one, and may be something other people may not have. Secondly, I always want to learn; that's just who I am. I don't think I'm ever going to be stagnant, especially when it comes to the financial advice I give, where the rules, regulations, laws, and taxation change so often. You need to work with somebody that wants to learn and wants to continue to push themselves. I think that's one of my strongest personality traits.
02What’s the best career advice you’ve ever received?
One of the first people I originally worked with when I decided to transition to an advisory role told me something that stuck with me: as long as you're taking care of the person across the table from you, you're going to be taken care of. To me, that means you should always do what's best for the people that you get to work with, no matter what. I live in a small town where people are always talking, so your reputation means everything to your success. My biggest piece of advice is to take care of the people that you get the opportunity to work with, because it really is an honor that they chose to work with you in the first place; treat them as such.
03What advice would you give to young women entering your industry?
Something I've learned along the way is that I don't have to be everything for everyone, but having a network of other professionals makes a world of difference. I have a partnership with another advisor who has an expertise in taxation and tax-saving strategies, and him and I work together frequently. I'll partner with him to bring my healthcare expertise to his clients, and he brings his expertise in taxation when I have a complicated case. When him and I lean on each other and work together, it really gives our clients the best of both worlds without having to be an expert in all subject matters. That's just one example of how I use my network to bring my clients the best advice I can give.
04What values are most important to you in your work and personal life?
Taking care of the people I work with is at the core of everything I do. Another value that's become central to my work is empowering women through financial education. I've created a niche here specifically tailored to financial advice for women entrepreneurs and community leaders. I host an annual event called Financial Powerhouse: Women's Edition which will highlight some of the planning pitfalls that women may face. Even though I'm young, I have lived through some of these challenges myself, and have also witnessed my mother, grandmother, and aunts be negatively impacted by poor planning. If I can take the negative experiences we have faced and help other people avoid that, I think that's pretty beautiful.
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