The Mission

Our mission is to empower and prepare women with their finances by making it FUN and ATTRACTIVE through genuine sisterhood. We discuss financial situations while developing customized solutions unique to women in every stage of their life that acts as a roadmap to create, protect & transfer wealth. 

The Vision

A woman's purse should carry her: Purpose, Passion and Plan that is, Unique to her aspiration, Reliant upon a Solid foundation that will, Evolve her into GREATNESS!!!

The Purpose

To empower and prepare women financially by using items found in a woman’s purpose as metaphors to make finance relatable and easy to understand.


Meet Latrice Goodwine, MBA

Hey EVERYONE, I was born and raised in Saginaw, Michigan and a proud graduate of the Saginaw Public School system.  After high school, I received my Bachelor's of Business Administration in Banking/Finance and Management with a Minor in Accountancy from Northwood University. Later I received my Masters of Business Administration in Strategic Leadership from Walsh College.

Due to limited exposure to finance as a child, I graduated college being very good at solving textbook problems but with no “real” understanding of money, how it worked or how to make it work for me. As a result, as a young successful banker I was reckless with money! I spent every dime I made and applied & charged every credit card I was approved for. By my mid-twenties I had no savings, more debt than I could manage and eventually bad credit - I even considered filing bankruptcy! After a visit with a financial advisor, I set out to learn the “real world” of finance and not what taught in textbooks. So, I studied tax returns, investments, activities & attitudes of wealthy people I knew personally and professionally.

After I cleaned up my horrible financial situation I studied to become a financial advisor. I was motivated to share the fundamentals of wealth with my culture, especially women on how to become financially empowered and prepared. In 2013, I fulfilled that goal and become a licensed financial advisor with my Series 7 & 66 and insurance licensures. In this capacity, I assisted hundreds of individuals, families and local businesses diagnose current financial positions and develops customized strategies to achieve financial goals such as: maximizing wealth, reducing tax liabilities, retirement planning and protecting accumulated assets through insurance strategies.  

Although I enjoyed being a traditional financial advisor, something was missing. After attending a Women's Empowerment Brunch on January 1, 2018 in Detroit, MI; Girl! What's in Your P.U.R.S.E? was born! With this platform I coach women around the world on becoming financially empowered and prepared with tips, concepts and strategies that address unique financial situations that women face in every stage of our lives.   

Outside of work, I enjoy spending time with young family. In addition to family time; I am heavily involved in my church and other community activities. I also enjoy reading "self-help books," taking road trips, shopping, and hanging out with girlfriends.