We recently had the chance to connect with Mary Beth Storjohann and have shared our conversation below.
Hi Mary Beth, thank you so much for taking time out of your busy day to share your story, experiences and insights with our readers. Let’s jump right in with an interesting one: What is something outside of work that is bringing you joy lately?
I’ve been throwing myself into baking lately. Breads, pies, cookies. Recently I was working on perfecting a Levain (the famous NYC bakery) style chocolate chip cookie and have been thrilled with the results. Since baking requires our full attention to get the results we desire, I’ve found it’s a great way to unplug from work and the demands of life (such as kids demanding snacks every 10 minutes). I’m able to put my full focus into what I’m creating, which allows my body and mind to decompress. There’s also the benefit of the results, which is something delicious to eat and share with others.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Mary Beth Storjohann, a CERTIFIED FINANCIAL PLANNER(TM), and the Founder and CEO of Allora Wealth, a financial planning firm rooted in intention, clarity, and values-aligned decision-making. I’ve spent over two decades in the financial services industry; from early days as a client service associate to building and selling my first firm, leading as Co-CEO of a national RIA, and now launching again with a renewed sense of purpose.
I’m a writer, a podcaster and a Financial Planner that works with high-achieving, multidimensional women, many of whom are managing careers, caregiving, and big life shifts. I’m passionate about providing the financial guidance, structure, and emotional space to help them thrive. Right now, I’m focused on building a boutique, high-touch advisory experience that balances deep financial expertise with empathy and clarity.
My mission is to walk alongside people in some of life’s most vulnerable and pivotal moments, offering clarity, calm, and a sense of agency. I want them to know they’re not alone and that they don’t have to carry it all themselves.
Great, so let’s dive into your journey a bit more. What part of you has served its purpose and must now be released?
The part of me that equated being needed with being valuable. For a long time, I wore the role of caretaker, fixer, do-it-all leader as a badge of honor. But I’ve come to realize that constantly being everything to everyone isn’t sustainable, nor is it the measure of my worth. That part of me helped me grow, build, and succeed, but it also left little space for rest, for joy, for asking what do I need?
Now, I’m learning to release that version of myself. To trust that I can be deeply impactful without overextending. That boundaries are not barriers, they’re invitations to deeper connection, to greater clarity, and to a more whole version of myself.
When did you last change your mind about something important?
I changed my mind about something really important at the end of last year: the belief that I had to stay the course in a role that no longer fit, just because I had worked so hard to get there.
Previously, I had thought I’d remain in my prior role as Co-CEO long-term. It was a position that came with a lot of responsibility, visibility, and impact and I was proud of what we’d built. But as time went on, I started to feel the quiet tension between what the role demanded and what I actually wanted to create.
It took months of reflection, and if I’m honest some real struggle, to admit that just because I could keep going, didn’t mean I should. Letting go of something you’ve poured yourself into, especially in leadership, is layered. I had to untangle ego from purpose, and security from alignment.
In the end, I changed my mind. I stepped away. And I launched Allora Wealth.
It was one of the hardest decisions I’ve made professionally, but it also brought me back to the core of why I started in this industry in the first place: to create clarity, optionality, and impact for women and families navigating transitions. Allora is my next chapter; but it’s built on everything I learned from the last one.
Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
Yes. And that’s intentional. What you see in my writing, my speaking, and my work is grounded in who I am and what I value: honesty, clarity, inclusivity, and showing up for women in a way that speaks to their real experiences, not just the polished ones.
I talk openly about things that often go unspoken in our industry: the emotional labor women carry, the mental load of managing a household and a career, the fear that financial planning doesn’t always solve. I don’t believe in pretending it’s easy or tidy, because it’s not. And I’ve learned that the more I share transparently, the more I create space for others to exhale and feel seen.
That said, there’s always a difference between what’s public and what’s personal. The public version of me is values-led, intentional, and fully mine. However, there are parts I hold close, and that’s by design. I believe in boundaries and authenticity. I don’t think we have to bare it all to be real, we just have to tell the truth.
Okay, we’ve made it essentially to the end. One last question before you go. What is the story you hope people tell about you when you’re gone?
I hope the story people tell about me is that I lived with intention. That I built things that mattered, and that I showed up fully for the people I loved.
In my work, I’ve always tried to bring humanity into an industry that can feel transactional. I’ve led with transparency, challenged outdated norms, and spoken honestly about what it really feels like to carry the weight of caregiving, leadership, ambition, and identity—often all at once. I hope people say I helped shift the narrative around wealth, not just as something to accumulate, but as something that can offer clarity, freedom, and peace of mind.
But more than anything, I hope my kids remember a mom who loved them deeply and showed them what’s possible. That they saw me take risks, set boundaries, and live in alignment with my values—not just talk about them. I want them to grow up knowing they can build lives that are meaningful and expansive, and that their worth isn’t tied to how much they do, but to who they are.
I hope the story is that I was a woman who led with heart, made people feel safe and strong, and left things better than she found them.
Contact Info:
- Website: https://www.allorawealth.com/
- Instagram: https://www.instagram.com/marybstorj/
- Linkedin: https://www.linkedin.com/in/marybethstorjohann/
Image Credits
Katherine Beth Photography https://katherinebethphotography.com/
