FinWell360 founder and Fiducient Advisors’ Head of Financial Wellness, Andrew Lendnal has been recognized as the “Most Dynamic Business Strategist of the Year 2025” by the CToday Awards. A best-selling personal finance author and globally recognized speaker, Lendnal has redefined the field of financial well-being with creative, user-friendly strategies that meet people where they are. His dynamic leadership has made a lasting impact on individuals and institutions alike, solidifying his reputation as a bold visionary in the business and finance world.

Unexpected Career Shifts and Surprising Connections

Lendnal’s career reflects a rare blend of strategic depth and human-centered vision. From key leadership roles at institutions like Morgan Stanley, KeyBank, and Morningstar Inc, to his current position as Head of Financial Wellness at Fiducient Advisors, he has consistently driven meaningful change within the financial landscape. As the founder of FinWell360 and an active strategic advisor to several mission-driven companies, he has blended innovation with impact across both corporate and community settings.

Values-Driven Leadership and Cultural Adaptation

Lendnal’s leadership philosophy is grounded in empathy, accessibility, and integrity. Whether crafting approachable, humorous books on financial literacy or designing culturally attuned wellness programs, his mission is clear: make finance human again. Through FinWell360, his work at Fiducient Advisors, and on strategic advisory boards, he leads with a people-first mindset, creating strategies that resonate across cultural and generational lines. His international work reinforces the importance of listening deeply and adapting to the unique financial narratives of diverse communities.

The True Significance of Professional Recognition

Recognition for Lendnal goes far beyond titles or trophies, it’s in the real-world influence he creates. His greatest reward is hearing how his observations have enabled someone to better understand their finances or alleviate the burden of financial anxiety. Although recognition, such as the CToday Award, is important, he sees it as part of a larger scheme. Rooted in family moments and times of introspection, he stays committed to purpose rather than prestige, making sure that his work continues to deliver true, lasting value to people’s lives.

Preparing for Cross-Industry Influences

Lendnal’s innovative mindset keeps him ahead of industry changes. He envisions behavioral economics reframing the way we think about financial decisions and AI as the next big game-changer in scalable, individualized coaching and personal financial education. Instead of doing away with the human touch, he looks at technology as an accelerator. Through analysis of these trends and their interfaces with wellness, healthcare, education, and HR, through his daily work, he is becoming a pioneer in leveraging cross-industry innovations into financial wellness solutions.

Guidance for Rising Stars

Andrew Lendnal, Most Dynamic Business Strategist of 2025, encourages rising leaders to prioritize trust, empathy, and the human element of finance over quick wins. His journey—from Wall Street to wellness – demonstrates the power of authenticity, adaptability, and storytelling. Recognition, he says, is what follows when you lead with impact. In a world increasingly shaped by automation, he proves that innovation begins – and ends – with people. Embracing AI and behavioral economics proactively, Lendnal combines vision and compassion to reimagine strategy, demonstrating that true innovation always puts people first.