Meet Penny Schmidt, a Certified Financial Planner™ with Apella Wealth and founder of Step Up With Penny.
Please tell us about your background.
I grew up in Marshalltown and attended the University of Iowa before moving to Des Moines to start my career at Principal Financial Group. While working full time and raising a family, I earned my MPA from Drake. After 17 years as a Premier Designs Jewelry lady, I returned to financial services. In 2018, I lost 38 pounds and became an Optavia coach, helping women 50+ reset their health and feel amazing again.
Please tell us about your business.
I'm a CERTIFIED FINANCIAL PLANNER™ with Apella Wealth, where I help women over 50 who find themselves suddenly single gain clarity and confidence about their financial future. I also serve as a health coach with Optavia. After losing 38 pounds in 2018, I now help other women reset their metabolic health so they can feel amazing—and like themselves again. My passion is helping women move forward with confidence, both financially and physically.
What do you enjoy most about what you do?
I love seeing that moment when things click, when a woman realizes she really can take control of her future, whether it's her money, her health, or both. Helping people feel confident and capable again is the best part of my work.
Why did you join NAWBO Iowa and what do you appreciate about it?
I've been a guest at many NAWBO events, and the women in this group are truly the reason to be a part of it. These are women who are making things happen—not just talking about it, but doing it. They're the kind of women you want to be in the same room with because their energy and drive are contagious. And honestly, I joined because someone asked and encouraged me to. Never underestimate the power of a genuine, welcoming invitation.
What are you most looking forward to in 2026 and beyond?
I'm looking forward to more meaningful connections—both personally and professionally. I want to keep building relationships with women who inspire me, deepen my impact through my financial planning and health coaching work, and create more space for joy, travel, and family. I'm also looking forward to more collaboration, more laughter, and more celebrations as my kids spread their wings and step into new chapters of their own.
What does NAWBO mean to you?
Being part of a group of women business owners means surrounding myself with people who get it—the challenges, the wins, and the juggling act it takes to build something meaningful. It's inspiring, energizing, and a beautiful reminder that we're stronger when we lift each other up. It's community, not competition, connection over comparison.
