Her Story
About Lana
Lana E. Hock, CFP®, ChFC®, CDFA®, QPFC, is a Director and Financial Advisor at Robert W. Baird & Co., where she leads The Hock Group and provides comprehensive wealth management services to high-net-worth individuals, families, and business owners. With more than 30 years of experience in financial services beginning her career even before completing her undergraduate studies she has developed a deep and enduring expertise in guiding clients through complex financial landscapes. Lana has been with Baird for nearly 18 years, following the successful transition of her independent investment advisory firm into the organization in December 2007, where she previously served as a partner.
Throughout her career, Lana has built a reputation for delivering thoughtful, client-centered financial planning that integrates investment management, retirement planning, estate strategies, and business succession planning. Her work is particularly focused on supporting small business owners and women in transition, a specialization shaped both by her professional experience and her personal understanding of life’s financial and emotional transitions. She is widely recognized for her ability to bring clarity to complex financial situations, helping clients make informed decisions that align with both their immediate needs and long-term goals.
In addition to her extensive professional background, Lana recently completed a Master of Science in Personal Financial Planning along with a Graduate Certificate in Financial Therapy from Kansas State University. This advanced academic training enhances her holistic approach to wealth management by incorporating both technical financial expertise and behavioral insight into client relationships. By combining decades of real-world experience with advanced education, Lana continues to provide highly personalized guidance designed to support financial independence, legacy building, and multigenerational wealth planning with confidence and purpose.
Her Interview
Ten minutes with Lana
01What do you attribute your success to?
I attribute my success to consistently being authentic in my approach and prioritizing meaningful, trust-based conversations that reflect who I am both personally and professionally. This authenticity has allowed me to build deep, long-term relationships with clients and colleagues rooted in transparency and mutual respect. I also credit the influence of key mentors throughout my journey, including a financial advisor who first encouraged me to pursue a career in financial services, as well as my father, whose steady support and encouragement of thoughtful risk-taking helped shape my confidence and willingness to grow. Together, these influences have guided my career decisions and reinforced the importance of integrity, relationship-building, and resilience in achieving long-term success.
02What’s the best career advice you’ve ever received?
The best career advice I have ever received is to not be afraid to take a chance, and when I do, to commit fully and go all in. This guidance has reinforced the importance of courage in decision-making and trusting my ability to navigate uncertainty with purpose and discipline. It has also shaped my professional mindset to view opportunities as moments for growth rather than risks to avoid. Over time, I have found that when I embrace new challenges wholeheartedly, even without having all the answers upfront, meaningful and positive outcomes tend to follow.
03What advice would you give to young women entering your industry?
My advice to young women entering the financial services industry is to seek out strong mentors early in your career and intentionally build relationships with experienced professionals who are willing to share guidance, best practices, and honest insight. Be selective about who you align yourself with, choosing individuals and organizations that demonstrate integrity, support growth, and reflect the kind of career you aspire to build. It is also important not to navigate the industry in isolation particularly in a traditionally male-dominated field like financial services because meaningful progress is often accelerated through collaboration, sponsorship, and community. Surrounding yourself with the right mentors and allies will not only strengthen your professional development but also build the confidence and resilience needed for long-term success.
04What values are most important to you in your work and personal life?
The values most important to me in both my work and personal life are genuinely enjoying what I do, defining success on my own terms, and striving to live a fulfilling and balanced life. I believe that professional achievement is most meaningful when it aligns with personal purpose and satisfaction rather than external expectations. Equally important is the commitment to being authentically myself in every setting, which allows me to build trust, maintain integrity, and make decisions that are consistent with who I am. Together, these values guide how I approach my career, relationships, and long-term goals.
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