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In this episode of The Speed of Culture Podcast, Suzy founder and host Matt Britton sits down with Beth Wood, evp and CMO at Principal Financial Group. Wood shares her insights on navigating financial services, the role of grit in leadership, and Principal’s unique approach to brand-building through empathy and expertise.
Through impactful partnerships with names like the NCAA and a forward-thinking approach to financial literacy, this episode uncovers insights on crafting a brand that resonates deeply in today’s fast-paced world, offering a roadmap for purpose-driven leadership and authentic connections.
“AI isn’t here to eliminate jobs. It’s here to make humans superhuman,” Wood says on the podcast. “And I love that because it does remind people that you can be so much more productive and efficient if you understand the value and the opportunity of the use cases of AI.”
Wood brings over three decades of experience in financial services, honed by her early career as a small business owner and executive roles at MassMutual and Guardian Life. Her expertise in brand-building and storytelling sets her apart in an industry often perceived as impersonal, making her an influential voice in connecting with consumers through purpose-driven marketing and partnerships.
Listen to Beth Wood on The Speed of Culture podcast to discover more about Principal’s empathetic approach to brand-building, financial literacy, and strategies that empower both businesses and individuals to achieve financial security.
Key takeaways:
[00:01:16] From Accidental Entrepreneur to Financial Leader — An unexpected turn transformed her career when she inherited her mother’s coffee business, launching her on a path she hadn’t anticipated. As an “accidental entrepreneur,” she was suddenly responsible for managing finances, operations, and succession planning—a crash course in resilience and adaptability. This experience not only shaped her as a leader but sparked a deep commitment to supporting other small business owners facing similar challenges. Now, in her role at Principal, she leverages this firsthand insight to champion financial literacy and accessible planning resources, helping entrepreneurs prepare for the unexpected with confidence.
[00:06:41] Financial Literacy & Small Business Needs — Beth’s background as a business owner gave her firsthand insight into the financial literacy gaps that many entrepreneurs face. During her time at MassMutual and Guardian Life, she developed a deeper understanding of essential financial planning topics, from life insurance to business valuations. At Principal, she applies this knowledge to empower small business owners with accessible tools, focusing on topics like employee benefits and succession strategies that foster long-term security and planning.