Please ensure Javascript is enabled for purposes of website accessibility

Elizabeth Thorley

Elizabeth Thorley

Listen to this article

Elizabeth Thorley

Founder & CEO, Thorley Wealth Management, Inc.

Years in current role: 10

What do you enjoy most about your role?

Helping people reach their most important financial goals. There is great satisfaction in knowing you have helped clients buy their first home, put kids through college, retire comfortably or ultimately transfer their estate to their heirs. These are some of the most important life events, and it’s deeply satisfying to have had some part in their success.

What has been the biggest challenge you’ve dealt with over the past year?

Maintaining the “high touch” service that our clients have come to expect while socially distancing. Our office is busier now than before the pandemic and it has required a lot of adapting — mostly by fully utilizing technology — to maintain our high standards of communications. Fortunately, we have a “disaster recovery” policy that has been in place for many years. We are planners by nature, and our preparation for these types of disrupting events has been tremendously helpful in facing the many challenges of the last year.

What do you see as the biggest changes in the banking and finance industry in the next 3-5 years?

More reliance on technology to deliver services along with the need for more cybersecurity. As we adopt more technology, we also recognize the need to help clients fully and safely utilize these offerings. We plan to help by hosting webinars and providing clients training on technology and cybersecurity. We are very comfortable with adopting technology in order to work more efficiently and free more time to spend one-on-one with clients.

What is the No. 1 tip you would give to people or companies about planning their finances amid uncertain times?

Focus on what you can control. Things like the economy, politics, and financial markets are beyond your control. But if you focus on the things you have control over and plan with contingencies in mind, you are doing the best you can with your resources. Establish good savings and spending habits that focus on your long-term goals, review them on a regular basis and consider “what if scenarios” for when things don’t go as planned. Manage what you control and let the rest go.

What community organizations do you support as a volunteer and why?

I serve on the Rochester Area Community Foundation Board, Ronald McDonald House of Charities Board and on the Executive Committee of the Estate Planning Council of Rochester. I’ve chosen organizations where I believe I can contribute the most value and have the greatest impact. I want to volunteer with organizations that can benefit from my “time, talent and treasure.”

This profile is part of Rochester Business Journal's Power 30 Banking & Finance list for 2021. Information used in this profile was sourced from the honoree. View the full list at