From building strong business relationships across the Des Moines community to launching innovative AI-powered solutions, Joy shares more about her background, her passion for helping businesses grow, and what NAWBO Iowa means to her.
Please tell us about your background.
I'm originally from Illinois but graduated from the University of Southern Mississippi before moving to Des Moines 28 years ago. My husband Jason and I have been married for almost 29 years and have six children together. We co-own Peel Business Design, where I lead operations and spend much of my time building relationships across the Des Moines business community. Outside of work, I love to garden, read, do puzzles, and volunteer.
Please tell us about your business.
Peel Business Design helps mid-market companies regain their footing when growth outpaces their internal capacity. We embed experienced operators (project managers, business analysts, and data analysts) into client teams to bring structure and get critical work moving. Most of our work is in the Des Moines insurance ecosystem. We are also launching AI-powered software that uses root cause analysis to help leaders find and fix the real source of operational problems.
What do you enjoy most about your work?
What I enjoy most is the matching side of our work, finding the right person for a business that needs them and watching that connection take hold. There is something rewarding about knowing someone's skills are being put to good use while a client finally gets traction on a problem that has held them back. On the software side, I love building new and creative solutions to operational problems I have seen frustrate leaders firsthand. It keeps the work fresh and reminds me why we started Peel.
Why did you join NAWBO Iowa and what do you appreciate about it?
I joined NAWBO Iowa to be part of a community of strong women who understand what it takes to run a business. As a co-owner, I value time with women facing similar challenges who share what is and isn't working. I appreciate the friendships, mentorship, and the chance to learn from women at every stage. NAWBO has also introduced me to resources I would not have found otherwise and given me a place to celebrate other women's wins alongside mine.
What does NAWBO Iowa mean to you?
To me, NAWBO is about women genuinely advocating for other women in business. It is a reminder that we do not have to figure all of this out alone, and that there is real power in a room full of women who want to see each other succeed. That kind of support is what makes business ownership feel less isolating and more rewarding.
What are you most looking forward to in 2026 and beyond?
Next year I am most looking forward to launching our first AI software and seeing it in the hands of leaders who can put it to use. We already have the next solution taking shape behind it, and I love that we are building tools people have been asking for. I am also excited to keep connecting qualified consultants with businesses that are growing and need that extra capacity to keep up. It feels like a big year for us, and I cannot wait to see it unfold.
