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Meet the team

Lena Ridley

MBA (Executive), GDip (Adult Ed), DipFP, BBus (BusMgt/IntMgt)
Chief Executive Officer

Lena became Profile’s CEO in October 2021 after joining the business in early 2018. She is an accomplished professional manager in the wealth advice segment with over 22 years of industry experience.

Lena’s career began with a family-owned financial planning practice in Canberra and saw her move to Melbourne working for a mid-tier accounting firm and a small, listed financial services group before arriving in Sydney in 2006. She then spent several years working for a major Australian bank in their wealth management division working with hundreds of financial planning practices all over Australia. After having her son, Lena moved back into private practice; first with a mid-tier accounting firm before arriving at Profile.

Lena has earned an Executive MBA from the Australian Graduate School of Management, a Bachelor of Business in Management and International Business from Charles Sturt University and holds financial planning and adult education qualifications. She has also attended a Strategic Leadership course at the Stanford Graduate School of Business in the US.

Get to know me…

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What is your coffee order?

Large skim flat white.
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What's your favourite city?

Love Paris for all the obvious reasons.
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Do you have a favourite book?

I love reading - I will read anything. Might not finish it if it doesn’t grab me but will always give it a go.
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Do you enjoy any sports or hobbies?

My partner and I go for a child-free walk each day. We exercise separately but this is our time to move a little, connect and breathe some fresh air together.
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What was your first investment?

I bought some units in funds that tanked in the Asian bubble and the dot com bubble around Y2K. Learned a lot of good things from that small experience.
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Are you an early bird or a night owl?

Early bird. No matter how late (or early) I go to bed, I still wake up early.