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Tracey Sofra

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WOW Women Group
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Financial Confidence Expert | Award Winning Financial Advisor |Keynote Speaker | Author of ‘Finding Financial Freedom’ | Founder WoW Women | Creator EMPOWER Methodology | Wealth Mentor |UN SDG 5 & 8

Growing up I truly believed that I could do anything. 

As Australia’s leading Financial Advisor specialising in Women’s Financial Confidence, I know belief is the key to shifting to financial success. 

My Dad constantly told me that I had everything; grace, intelligence, courage and strength; his gift was the encouragement to speak up, step up and be the first to put my hand up – and don’t hold back, I thrived because of his belief. 

For over three decades, I’ve worked with thousands of women across Australia to grow their financial confidence and their wealth successfully and sustainably. 


As an award-winning Financial Advisor, entrepreneur, motivational speaker, author and financial evangelist, I invest in sharing knowledge, experience and passion through facilitating online programs, mentoring and advising. 

In my Financial Confidence online program, I empower women to have the confidence to make financial decisions, take control of their money, and have strong wealth creation in their own right.

On stage, I open-heartedly inspire my audience to take action and regularly deliver client seminars and workshops Australia-wide.

As the founder and CEO of WOW Women, I lead a community of like-minded business, professional and entrepreneurial women, working collectively to create change in their own financial life and the lives of other women across the globe as part of our social impact across the UN Sustainability Goals. 

Being invited to contribute in numerous women’s books such as “Endless Possibilities’ ‘ and “There are no Limits” alongside Oprah Winfrey, Arianna Huffington and Malala Yousafzai inspired my first book “Finding Financial Freedom”.

Being nationally recognised with the Women in Financial Services Award “Financial Planner of the Year” and named one of five finalists in the prestigious AFA Female Excellence in Advice Award was a humbling career highlight. 

But there is no more humbling experience than investing in women’s economic empowerment to shift equality by raising our collective financial confidence together. 

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