Alexandra Mickelson is redefining wealth management with Lunea Wealth to empower women through every financial chapter

Please share a brief introduction about yourself and your business

Hello! My name is Alexandra (Lex) Mickelson, founder and CEO of Lunea Wealth Management. Lunea Wealth is an independent Registered Investment Advisor firm based in Cedar Rapids, IA, and servicing clientele nationwide. Our mission is to empower women through every financial chapter by offering advice through clarity, care, and confidence.

Who are your customers?

Our customers are modern, ambitious women navigating pivotal seasons of change. They may be going through divorce, creating the business of their dreams, or planning their next chapter with intention. Regardless, they are typically searching for an advisor that runs alongside them, to meet them where they're at, and assist with aligning their financial lives for the future they see for themselves and beyond (think legacy planning!).

What was your background prior to starting your own business?

I have grown up in the wealth management industry, as my family also owns a financial advice firm. I have seven years of life lived in Denver, CO and most of that was spent in the financial services industry at Charles Schwab. Since getting divorced (while obtaining my MBA at the same time), I have been navigating life back in Iowa and came to the conclusion I wanted to help as many women as possible.

What made you take the leap to start your own business?

Over the course of the last several years, it has become more and more apparent that the industry was built by and for, men. I was tired of being a minority in a space that I essentially grew up in. I believe women should have access to financial knowledge without being treated differently for being a female. The amount of condescension I have been dealt from peers for being young and a woman, but also from peers to other female clients, is downright absurd. We are living in 2025. We need strong, independent, female leaders in finance as much as we need them in every other facet of life. With that said, it's also mind boggling to recall that 1974 was the first year a woman had a right to her own credit card. 1974. That is well within the timeframe of women still living today. We may have come far since then, but we still have a long way to go. Ultimately, life fell into alignment to progress down this path at this point in time!

Did you always know you wanted to be an entrepreneur?

No. In fact, I didn't want to for a long time because I witnessed the struggles of being an entrepreneur growing up. However, my mindset has been swayed due to the lack of prominent female representation in financial services. We are seeing a shift. More women are college educated than men. More women are taking over the familial CFO duties. More women are earning wages now than ever before. But they're expected to go to someone that doesn't represent them for help with THEIR wealth management? I don't think so. Not if I'm around at least ;)

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

The biggest challenge I have encountered along the way so far has been building a firm that still feels elevated while being in start-up mode. I have learned to lean into automations, processes, and learning from the wisdom of women who have experienced this previously. I am so grateful for the opportunities that have been presented to me through these leaders and connections (specifically those through Entreprenista)!!

What accomplishment are the most proud of to date in your business?

I am most proud of filing our ADV and officially becoming a registered RIA in 2025! This milestone signified more than just completing the compliance checklist, but it launched Lunea Wealth Management fully into the industry as an independent, women-led firm!

Do you have any recent wins from the last year that you'd like to celebrate with our community?

Definitely! In the last year, we've launched the brand publicly, secured our first clients, and built key custodian relationships with Charles Schwab and Betterment. We also invested in an intentional brand identity and client experience that reflect the women we serve!

What's next for your business? What can we expect to see over the next few years?

The next few years are about scaling with intention. We’ll continue expanding our client base of high-achieving women and entrepreneurs, refine our wealth management offerings, and grow our team with a CFP® to deepen capacity. Long term, I see Lunea Wealth becoming a national name — the go-to firm for women seeking not just financial clarity, but a financial sanctuary that feels luxe, modern, and empowering.

What is one thing you wish you had known when you started your Entreprenista journey?

To start engaging more right away. I didn't officially start my business until this year, but I became a lifetime member of the Entreprenista League in June 2024! It is a community of intelligent, thoughtful, and caring women that only want to see you grow. I still don't post as often as I should, but if I were to engage right away, I would've potentially had some of my business questions answered much sooner than 2025!!

What is your favorite business tool or solution and why?

Is it too cheeky to say Entreprenista? I have adored my time within the community and the connections I continue to make. There is truly something special about being in the League and I can't wait to meet as many of you as possible at Founders Weekend!!!

What advice do you have for aspiring Entreprenistas?

Don't wait for perfection. Your vision will shift and evolve as you grow. Build your business with your values and not from someone else's. Authenticity is craved nowadays, and that's how you bring magnetic palpability and excitement to what you're creating!

Learn more about the Entreprenista League and join today

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