NYWIFT Blog

 By Camille Felipe

Welcome to NYWIFT, Wendy Rubin!

Wendy is a financial executive, media veteran, and creator of Fintimacy: A Women’s Guide to Financial Freedom. After two decades in entertainment, finance, and private equity, she’s on a mission to help women break free from shame and step into financial power. Her work translates the intimidating language of wealth into smart, clear tools for real life, blending strategic rigor with empathy, humor, and real-world insight. She’s also an endurance athlete who has completed 10 New York City marathons to date.

Wendy told us about her journey from the Midwest to becoming a fractional CFO in media and entertainment, her passion for empowering women through financial literacy, and her exciting upcoming book and podcast series.

NYWIFT Member Wendy Rubin

Welcome to NYWIFT! Please introduce yourself briefly to our readers.

Thanks! I’m Wendy Rubin— a fractional CFO and financial consultant in the media, entertainment and technology industries. I’ve built a career supporting creatives in film, television, and the arts to execute their visions. I am also an endurance athlete, and have completed 10 New York City marathons to date (note that I did not run my first marathon until I was 40). Carving out time to nourish my soul, especially while working full-time and raising my two beautiful daughters has always been a huge priority for me. Running and writing is my therapy.

Now, I’m taking everything I’ve learned and turning it into something I wish I had earlier in life: a frank, funny, no-shame conversation about sex, money, relationships, and the power women gain when they stop outsourcing their financial decisions.

What brings you to NYWIFT?

I’m here for the women who hustle. The ones who dream, campaign, create, produce, pitch, and pivot—often all in the same day. I wanted to be part of a community that understands what it means to lead with both heart and hustle. NYWIFT is that rare space where women champion each other, and I’m excited to connect, collaborate, and contribute.

I recently had the honor of meeting with Governor Kathy Hochul at an event celebrating her unwavering support of New York’s film, television, and entertainment industry. I was so inspired by her commitment to empowering women and uplifting the arts.

Wendy Rubin and Governor Kathy Hochul at Steiner Studios at Brooklyn Navy Yard.

What initially drew you to financial advisory work, particularly in the media and entertainment industry?

I grew up in the Midwest, where movies were my escape hatch. I was always a cinephile and dreamed of making my way from the Motor City to the City of Angels—but I also knew I needed a plan. So, I went to business school at the University of Michigan. I figured if I understood the economics of the industry, I could earn a seat at the table.

What hooked me was the idea that behind every great scene or script, there’s someone making sure it all works—budgets, contracts, cash flow. I’ve always been obsessed with how an idea turns into something that moves people—and keeps the lights on.

Wendy with her two daughters at Si Si Mediterranean Restaurant in East Hampton.

Can you share how your 20+ years of leadership across media, entertainment, family offices, and growth-stage businesses has shaped your approach?

I’m a translator. I speak fluent creative and fluent finance. I can zoom in and zoom out. It is a crucial soft skill I’ve learned over the years. Listening and observing are the most underrated skills in finance. This is an important skill for women who may lack formal financial literacy training—who are so often left out of the financial conversation, or told it’s “not their lane.” That stops with me. Whether it’s projecting a tax credit from a film incentive or negotiating a first look talent deal, I make sure my clients—especially women—understand what’s on the table, and how to own it.

I have collaborated with a diverse range of stakeholders—from showrunners and studio execs to venture capital and private equity firms. Some people refer to my duality as cross functional integrator. But I see myself as a connector and relationship builder. My job has always been to demystify the overwhelming stuff. Help prioritize decision-making so that we clear away the chaos and focus on the important stuff. The stuff that has longstanding consequences.

Wendy with her running partners celebrating the Susan G. Komen’s Race for a Cure in Central Park.

How do you bridge the gap between creative vision and financial reality for your clients?

A great idea is just the start. Execution is everything—and execution needs tools, talent, and technology. We live in an exciting time, where automation and apps can help us access data at lightning speed. I am a huge fan of data visualization tools – colorful charts and graphs that highlight the salient data to reveal to my clients exactly where the risks are hidden.

One producer I worked with was facing major overages—until I built a real-time dashboard that showed how a single creative change could push their show 15% over. That moment of clarity saved the project. The best creatives are the ones who get it: storytelling is emotional, but it’s also logistical. And the work doesn’t end at “wrap”—there’s a whole business waiting after the credits roll.

What has been the most rewarding aspect of translating complex financial matters into clear, actionable insights?

It’s watching the lightbulb go off. I worked with a female showrunner who was terrified of screwing up the budget, so she handed everything off to her line producer. I introduced her a simple tool that allowed her to model various scenarios on her iPhone—nothing fancy, just clarity. A week later, she was teaching her intern how to use it.

Mentorship means everything to me. That’s the magic. When women stop apologizing for “not being good with money” and start realizing they just haven’t been taught yet—everything shifts.

What advice would you give to creative professionals about managing their finances and business growth?

Stop thinking creativity and money are enemies. They’re not. The most successful creatives I know treat their projects like a business—because it is one.

Know your worth, protect your margins, and don’t be afraid to ask the “dumb” questions (spoiler: they’re not dumb). Build systems that work for you, not against you. Hire a great consultant (like me!) to integrate talent, tools and tech.

And if your gut says, “this deal feels off”—trust your intuition.

Wendy running near Central Park completing the NYC Marathon in 2017.

Are there any upcoming initiatives or areas of financial advisory work you’re particularly excited about?

Yes—I’m currently collaborating on a book and podcast series called Fintimacy. It’s about the messy middle where money and relationships collide—and how women can untangle their emotional and economic insecurities to live with more freedom and confidence.

Women are expected to inherit $30 trillion by 2030 – that is more than twice the amount at the start of the decade. Money managers love to call this as The Great Wealth Transfer – because they are trying to figure out how to market their services to women! The truth is, women don’t need a wealth manager – we need a cheerleader, a confidence builder to help educate, enlighten and empower. Yet, so many of us feel completely disconnected from our financial power. That’s the gap I’m here to close.

Connect with Wendy Rubin at www.wlradvisors.com and on LinkedIn. Learn more about her Fintimacy podcast and book updates on her website.

(All images courtesy of Wendy Rubin.)