Major financial institutions including Citigroup, Wells Fargo and PNC have attempted to provide financial services catered to women. But we need substance, not soft branding. As a female-founded firm, we understand what women want from a financial coach (and more importantly, what they don't want). As a female, former financial executive-founded firm, we know what women need in a financial coach, especially during life's most exciting milestones like marriage or a new baby, and life's most trying moments like a separation or family loss. VxV gives women substance beyond branding.