A former host of CNBC’s On the Money, personal finance journalist Carmen Wong Ulrich has co-founded a new woman-owned Manhattan-based financial planning firm, Alta Wealth Management.

Back in 2010, Financial Planning featured Wong Ulrich on its cover with a story she authored about the changing face of financial planners. In the piece she argued that more planners of color are needed to serve the growing ranks of wealthy minorities.

“There is no doubt that we need fresh, diverse talent,” she wrote. “The recession has been especially hard on wealth building in the African American and Hispanic communities, but it hasn’t erased the growth and advancement of both groups during the past decade.”

In founding Alta, Wong Ulrich has teamed up with two planners who have CFP designations. Katrina Paavola, a native of Finland, is also an MBA and former media professional. Diana DeFrate, a former financial executive in media, is also a CPA and wine expert.

While Wong Ulrich has no such designations, she has an exceedingly wide platform, which has included serving as special projects editor for Money Magazine and as a financial columnist for multiple publications including Good Housekeeping and Essence. She has appeared as a finance expert on shows including ABC’s The View, CBS’s This Morning, The Dr. Oz Show, Piers Morgan Tonight and The Rachel Ray Show. She also has written two best-selling personal finance books. Her title at Alta is president and director of business development.

As of yet, the new firm’s website does not contain information about its advisory orientation or investment practices. However, it does have a page listing a variety of nonprofits that it “supports actively.” Those include New York Urban League and Hispanic Scholarship Fund. Also listed are: Viva Broadway, an initiative to increase the representation of Hispanics on Broadway; Bottomless Closet, which provides interview skills and clothing to young women; and Stepup, which supports young girls and women.

A release sent out by the new firm says that Wong Ulrich will continue in her media roles.

Ann Marsh writes for Financial Planning.