About Latrice

Latrice S. Goodwine, MBA

Latrice was born and raised in Saginaw, Michigan and a proud graduate of Saginaw High School. After high school, she received my Bachelor of Business Administration in Banking/Finance and Management with a Minor in Accountancy from Northwood University. Later she received her Masters of Business Administration in Strategic Leadership from Walsh College. With almost 20 years of experience in community development and the financial industry – Latrice is committed to helping families build, sustain and transfer wealth!

Outside of work, she enjoys spending time with her young family. In addition to family time; she is heavily involved in her church and other community activities. She also enjoys reading “self-help books,” taking road trips, shopping, playing family board games and having “girls night in” with her “forever friends.”

My Story

How I Got Started

Due to limited exposure to finance as a child, I graduated college, 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 was 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 to diagnose current financial positions and develop 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.  


"The only person you can be is you; embrace it! Don't allow anyone to make you feel bad or ashamed for living an authentic life."

Latrice S Goodwine, Girl What’s In Your P.U.R.S.E?

"Every woman's purse should contain her Purpose, Passion, and Plan that is Unique to her aspirations, Reliant upon a solid foundation that will Evolve her into greatness!

Latrice S Goodwine, Girl What’s In Your P.U.R.S.E?

"Any goal worth having requires discipline."

Latrice S Goodwine, Girl What’s In Your P.U.R.S.E?

What I Do

I Help Women Complete Their Financial Goals!

Personal Finance Coaching, Education, and Mindset Training

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