Joyce Palmer of JP Financial Group equips women with confidence for the future.
By Sasha Manley
Black Women Entrepreneurs play no games when it comes to thriving. According to the Wells Fargo 2024 Impact report, “Impact of Women-Owned Businesses,” Black women comprise about 14.8% of all women-led businesses. This statistic has grown to over 2 million since the 2020 covid pandemic.
Among this powerhouse group is Joyce Palmer, Managing Partner of JP Financial Group (JPFG), a firm in South Charlotte with a mission to empower women through literacy and confidence in their futures.
Although statistics are limited, Palmer proudly represents a small number of financial firms owned by Black women. Through her company values, she said she’s determined to provide high-quality service.
Unexpected journey
Believe it or not, Palmer wasn’t a fan of math growing up. Her career plans didn’t involve anything related to the financial sector.
Life took a detour when her husband was diagnosed with cancer, and she had to take the lead on the finances. “At first, I was terrified — I didn’t think I had what it took,” she said. “But as I began learning, something incredible happened. I realized I could be good at this. More than that, I found a passion for understanding how money works and how to make it work for us.”
Palmer explained her driving force: “What started as a necessity became a mission, and I knew I had to help other women avoid the fear and uncertainty I once felt. I created JP Financial Group — a boutique firm empowering women to take control of their financial futures confidently and clearly.”
Step by step
Success doesn’t come without its own set of challenges. As a Black-owned financial firm, Palmer said she feels obligated to hold space for women who look like her. “Representation in this industry matters, and many clients — especially women of color — seek financial guidance from someone who understands their lived experiences,” she said. “However, breaking into the financial world as a Black-owned firm means navigating a space that hasn’t always been welcoming or inclusive.”
The playing field isn’t even, but Palmer understands her ultimate goal: “I’ve had to work twice as hard to build credibility, establish trust and break stereotypes. But the reward is that we’re making a tangible difference in the lives of women who often don’t see themselves reflected in traditional financial firms.”
Advocacy in womanhood
In today’s climate, it’s imperative for women to feel empowered through their financial decision-making. JPFG has created company values based on the everyday challenges many women face.
“Women are living longer, earning more and often managing finances independently due to divorce, widowhood or personal choice. Yet, many still feel underserved or overlooked in the financial industry,” Palmer said.
“At JP Financial Group, financial literacy is a form of empowerment — it gives women the confidence to make informed decisions, secure their futures, and live on their terms. In today’s economic climate, where financial uncertainty is common, controlling your money is more crucial than ever.”
Some of the company’s services include retirement planning, insurance reviews, money management, tax planning, annuities and more.
The Proactive Women’s Podcast is another resource she said she created out of necessity. “We talk about everything from navigating financial fears to wealth-building strategies, investing and retirement planning,” she said. “It’s not just about numbers — it’s about mindset, empowerment and breaking generational cycles.” She added, “Many women feel isolated in their financial journey, and this podcast creates a space where they feel supported and inspired to take action.”
Future so bright
Palmer said she’s working to gain national recognition for her firm. “I want to continue expanding our reach, developing educational programs and creating more resources for women to take control of their financial destinies,” she said. “I want to remove the fear around finances and replace it with confidence, clarity and purpose.”