Census numbers show that Raleigh’s population is larger than either St. Louis or Minneapolis, but, when living here, it doesn’t feel like such a large city. The entrepreneurial and small business community is so supportive of one another, and we are always making connections. For example, my friend and fellow small business owner, Becky Jacobs, introduced me to her Northwestern Mutual Financial Representative, Beth LaPierre, who worked for Aria Financial Services, which is owned by the absolutely dynamic duo of Reena Bland and Delynn Alexander. It is a true joy to be able to share these incredible women with you.

For over 25 years, Reena Bland and Delynn Alexander have shared a vision: to create a nationally-recognized, women-led wealth management firm that gives people at the top of their game the space to dream and explore what they really want - for themselves, their families and their communities, and for whatever passions, ambitions and aspirations drive them. And, no matter how their clients' dreams shift and grow, Reena, Delynn and the Aria team work tirelessly to ensure their goals are realized.

When Delynn Alexander and Reena Bland met at a University of North Carolina in Chapel Hill career fair, it was a perfect match. Feeling an immediate connection, they became fast friends and eventual business partners. Being raised by strong and successful mothers, Delynn and Reena shared a vision: to create a national, women-led team of financial professionals committed to helping go-getters realize their dreams.

To this day, Delynn and Reena are still sharing that vision. Their co-founded wealth management firm, Aria Financial Services (AFS), became the first women-led Northwestern Mutual team to achieve $1 million in sales. Named one of the top wealth advisors in the country by Forbes, AFS now protects nearly half a billion in assets for the many clients and families they serve

Enjoy this peek inside the minds and hearts of these absolute rock stars!

**About the Founders of Aria Financial Services**

**Reena Bland** is a Co-Founder and Chief Financial Officer at Aria Financial Services where she specializes in in-house financial solutions and investment analysis. A first-generation Indian-American, Reena was inspired by her trailblazing parents, who risked it all for the life they wanted for their family. Growing up, she watched her mother build her career, run their household, and manage the family finances - something nearly unheard of for a woman at that time. Reena's parents instilled the values of hard work, community, and simply being a good person. These same values have contributed significantly to Reena's success and continue to drive her today.

While Reena has roots in India, she calls Raleigh home with her husband, Ward, and children, Raja and Naya. When not working with clients, Reena enjoys spending time with her family, first and foremost, traveling around the world with friends and relaxing at North Carolina's beautiful beaches with all her favorite people.
**Delynn Alexander** is a Co-Founder and Private Wealth Advisor at Aria Financial Services who has dedicated her career to helping people write the next chapter of their financial story and is frequently recognized by Forbes as one of the top wealth advisors in the country. Inspired by the trailblazing women who came before her, Delynn found her path early in life. Growing up, she remembers watching her mother pursue financial security for their family as a financial representative with Northwestern Mutual. Her mother served her clients with passion and diligence, a legacy Delynn proudly carries.

Delynn has roots in Dallas, where her mom, nieces and nephew reside, and calls Raleigh home with her husband Mike and kids Ellie and Lucas. Whether at the beach in North Carolina or spending quality time in Dallas, she is happiest when surrounded by those she loves.

First Friday Female Founder Feature:

Reena Bland and Delynn Alexander

How would you describe the company you founded and its products?

Reena Bland (RB): Aria Financial Services is a boutique wealth management firm built around family. We provide multi-generational wealth management services, including investment management, risk management, education planning, retirement planning, and more. While our team carries the expertise you’d expect from a national firm, what sets us apart is our boutique, family-focused approach that makes every client feel like part of ours.

Delynn Alexander (DA): The foundation of our organization is built on two things: integrity and expertise. My team and I are committed to helping clients enjoy abundant lives with the freedom and flexibility their hard work has earned them. We do this by preserving their capital, creating tax efficiency on their balance sheet, and removing worry from their day-to-day financial lives so they can focus on what matters most.

Why did you start your company?

RB: I wanted to do financial planning differently. Having grown up in the banking and insurance world, I saw firsthand how male-dominated the industry was and how clients often weren’t truly listened to. Aria was built to change that. We approach planning with empathy, flexibility, and the ability to adjust when life gets messy. We aim to give our clients a voice and a plan that works.

DA: I wanted the independence to provide for myself and, one day, for my family. Growing up, I watched my mother build financial security for our family as a financial representative with Northwestern Mutual. I saw the passion and diligence she brought to serving her clients, and that example inspired me. Today, I’m proud to carry forward her legacy.

What has been the most rewarding part of your journey in founding this company?

RB: Without a doubt, it’s been watching people grow. I’ve seen members of our leadership team expand their skills, raise families, and thrive I can over decades. I’ve also shared the joy of watching clients retire and move into the next chapter of their lives. Walking alongside people during these life transitions is incredibly rewarding.

DA: The ability to do good by helping others while also creating flexibility to be present for my own family as my children grow up. That balance of service and family time is incredibly rewarding.

About what are you most proud?

RB: I’m proud that doing good for others has also allowed me to do good for my family and those I love. Seeing how serving clients wholeheartedly has built something lasting for both my team and my family gives me tremendous pride.

DA: I’m most proud when I hear from clients who have successfully entered retirement and have peace of mind because of the work we’ve done together. Knowing our efforts have made their lives more secure is deeply fulfilling.

Are you naturally organized, was it a skill you learned or is it something with which you regularly struggle, and what tips or tools do you use to stay your most organized?

RB: I’m naturally very organized—almost to a fault! I have a photographic memory and thrive on creating and managing lists. Staying organized is my strength and, honestly, my superpower.

DA: I’ve always liked organization, but I also lean on great tools to keep everything running smoothly. Northwestern Mutual provides fantastic resources for tracking the activities needed to build a business. Beyond that, I rely on to-do lists and calendars. Keeping my family, personal, and business calendars all in one place helps me stay on top of everything.

Who’s the one person who changed your life and why?

RB: My mother. She came to the U.S. from India at 21, with no degree and without knowing anyone. She managed our family, our finances, and became the rock we all depended on. She taught me that you can balance both family and hard work. To this day, I talk to her every morning on my way to the office. Family is everything to me, and she instilled that value.

DA: My mother. She taught me work ethic, instilled strong values, and reminded me to put faith first and family second. When those things are in place, everything else falls where it should.

What words of wisdom would you have for someone who is overwhelmed with staying organized and / or productive?

RB: Don’t be afraid to outsource. Not everyone’s brain works the same way, and, if organization doesn’t come naturally to you, bring in someone whose strength is keeping things on track. Put processes in place, and surround yourself with people whose skills complement your own.

DA: It’s easy to feel pulled in many directions—work, family, social commitments. What helps me most is focusing on “first things first.” Tackle priorities one at a time. Each small win builds momentum and provides a sense of progress. It’s about progress, not perfection.

Do you use technology to help stay productive or organized? If so, what’s your favorite program, app or tech tool?

RB: I keep it simple—Microsoft Word is my go-to tool. I use it to make lists, especially when I’m lying in bed at night and want to clear my head before going to sleep.

DA: Not really! As long as I have my calendar, I’m good to go.

How do you feel about work / life efficiency or integration in your life, including any tips or challenges for managing the personal and professional commitments in your life?

RB: I’ll be the first to admit this is something I don’t have perfectly balanced. I like to do everything and thrive on juggling multiple commitments. For me, saying “yes” gives me energy. It’s less about achieving a perfect balance and more about recognizing how you’re wired. Momentum and excitement keep me going.

DA: I prefer the word “integration” over “balance.” Balance suggests everything is equal, and that’s rarely true. For me, it’s about looking at who or what needs my attention most in the moment. I handle that, knowing the other priorities will be there when it’s their turn. My guiding principle is faith, family, and then work.

About what causes are you most passionate?

RB: Education. I love giving back to local schools that are shaping the next generation.

DA: I’m passionate about financial literacy and love speaking in schools and throughout the community about the importance of planning. As a firm, we also focus on supporting causes like childhood cancer and veterans’ initiatives.

What have you found to be the most effective way to relax after a long day or super long week?

RB: As an introvert who’s had to train myself to be more extroverted, I unwind by stepping away from the noise. For me, that looks like watching the Yankees, cooking, going to bed early, waking up early or getting in a good workout. By Friday night, I’m ready to recharge in quiet.

DA: I recharge by spending time with friends and family in casual settings—like dinner at home or sitting around the fire pit, catching up on everyone’s week.

What is your favorite author or what is your favorite book?

RB: Worldly Wisdom by Charlie Munger, Warren Buffett’s right-hand man.

DA: Michael Kelly — I’ll read anything he writes. Lately, though, I’ve been enjoying more podcasts than books.