Guided by heart and heritage

Advisor Valery Messer McMann built a practice that reflects her father’s values and her own empathetic touch.

When Valery Messer McMann was growing up, she heard about insurance products every night at the dinner table. So, when it was time for her to consider her own career path, she felt like she had her fill of finance.

But then her mom brought her to a career workshop in high school to help her discover job possibilities, and “insurance agent” was a top prospect. Maybe it was fate, but Valery made it her own.

“I took our business more to the investment side while my dad was focused on insurance,” Valery says. “But I still have a lot of the same clients. He’s 90 years old now, and he’s happy I’m in the business and taking care of his former clients.”

The business of caring

Valery cares for her clients as if they were family. It’s something her dad instilled in her while they worked together.

“My dad taught me to always treat my clients and prospects like I would want my family to be treated,” she says. “It’s my guiding principle. If I ever question what to do, it tells me.

“I feel very much like a nurturer all the time. I feel like I’m either nurturing my family because of where I’m at in life right now, or nurturing my clients,” she says.

Valery just moved her youngest of three children to college, becoming an empty nester. She recently lost her mother and continues caring for her father.

But Valery pulls from these life experiences to bring knowledge and empathy into her practice.

“What we just went through with my mom has made me think about how I can help my clients better. I have a strong interest in all the longevity resources now,” she says.

Valery composed a letter shortly after her mom’s passing and shared what she learned with her friends, family and clients. She received notes of thanks in return for being so vulnerable and thoughtful enough to share.

“My mom was a teacher, so I think I got to combine the skills I learned from both my parents in this career,” she says. “I’m a teacher of financial affairs.”

She believes people are attracted to the type of advisor they need eventually. So, Valery tends to gain clients who are looking for education and guidance. They may not have estate plans or college plans for their children, and she is able to teach them about how all of it works.

“Sometimes people are embarrassed that they don’t know enough about finances. If they’re able to admit that, it can go a long way,” she says.

“Because women tend to be nurturers, we also tend to be good listeners. When I take this approach with clients, I put them at ease.”

It’s a skill she puts to good use in her practice. It’s contributed to the solid relationships she’s been able to build.

Lasting bonds, new connections

Valery’s clients span generations, and several she’s known most of her life. She values the unique connections she has with each of them, formed at each stage of life and her career.

But there’s also a certain fulfillment that comes with helping new clients, showing them what they can do to pursue their most meaningful goals.

“What excites me most is when I meet with a new client, and they realize they can retire now or send their kids to college. I love that I can actually help people in that way,” Valery says.

Operating in a small town, she is one of few female advisors in the area. As a result, she often attracts clients who feel more at ease discussing their finances with another woman.

“Women are increasingly taking the lead in financial decision-making,” she says. “And in many cases, they feel a deeper sense of connection and comfort speaking with another woman. That shared perspective can make all the difference.”

Valery strives to take a holistic approach to managing her clients’ finances. She says it’s the best scenario for everyone involved when she can see the big picture. The balancing act between saving for tomorrow and enjoying today is a constant conversation with her clients.

But, being an astute listener, Valery welcomes that collaboration – especially when she feels her clients go away feeling better about their financial situation.

Rooted in gratitude

When Valery noticed a need to support women’s career growth within her bank, she sprang into action. She was part of a team responsible for creating a women’s leadership group, which gave women the opportunity to gain confidence and motivation to grow their careers. Some participants even earned promotions through the program.

“I grew up seeing my parents involved in lots of different nonprofits, so it’s ingrained in me. I am also a big believer in ‘to those who much is given, much is expected,’” she says. “We didn’t grow up with a lot of money, but we grew up with a lot of love and support. And my dad allowing me to come join the business has been one of the greatest gifts I ever received. It’s given me this career that I love and that provides a good living. I feel like it’s my responsibility to give back.”

She says it’s a bonus that being involved in the community helps her business too. The more she’s involved, the more people she meets and the more she can tell her story. It provides comfort to prospects and lends credibility that she’s well-known in the community.

Valery hopes the family legacy will continue in Danville, Kentucky. One of her children is now considering joining her in the business, even though she made sure to never bring up insurance products over dinner. While she has no imminent plans of retiring, she’s excited about the prospect of putting a succession plan in place and creating a framework for the legacy that her father began.