Sayra, the first digital magazine geared toward female advisors, was ironically the brainchild of a man.

Lebenthal Holdings Chief Executive Alexandra Lebenthal says that Andy Grillo, president of the newly formed Lebenthal Wealth Advisors, first approached her about the concept early this year, and she immediately jumped on board. This led to Lebenthal Wealth Advisors this month launching Sayra, an electronic magazine designed to be the voice of the nation's roughly 90,000 female financial advisors across all channels.

“He recognized that there was a need for a platform like this,” says Lebenthal of Grillo's vision. “I definitely see the opportunity for us to become the voice of the female financial advisor.”

The publication is named for Wall Street pioneer Sayra Lebenthal, Alexandra’s late grandmother who co-founded the firm in 1925 when women in financial services were rare.

Sayra, which will be published four times a year, runs profiles on and interviews with successful female advisors and also spotlights how they can find balance in their work and personal lives.

The debut edition features a sit-down with Lebenthal’s longtime friend Maria Bartiromo, an anchor and global markets editor at Fox Business Network, who previously spent more than two decades at CNBC.

An email blast of the inaugural Sayra issue was sent to female financial advisors across the country, Lebenthal says.

Although the first issue had no advertisements, she says that businesses such as beauty companies have expressed interest in buying ad space.

Sydney LeBlanc, who co-founded Registered Rep magazine, and now runs marketing company S. LebLanc & Company, is the editor.


Sayra will play an important role in assisting female advisors, says Stacy Francis, president and chief executive of New York-based Francis Financial. 

Francis, who this year received the Women’s Choice Award for Financial Advisor of the Year, is hopeful that this platform will provide another avenue for women in the industry to learn from one another’s successes.

“Women tend to collaborate and seek the advice of other women more so than men when it comes to making business decisions,” she says. “This is a great opportunity I think for more of that.”

The cover of the first issue features Lebenthal’s grandmother in her late 80’s for a story that appeared in the former Manhattan Inc. Magazine.

Lebenthal says the fact that her grandmother was a trailblazer for women in the financial services industry made it fitting to honor her in the magazine’s title and on its first cover.

“She was one of the first female advisors dealing with clients, so it just makes sense to name it for her. It is just the perfect name,” Lebenthal says.

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