What Makes 3FG Different
Inclusivity-Driven Financial Advocacy
for Women
At 3FG, we don’t tell you how we think you should manage your money. We coach you into financial confidence.
When asked how they feel about money, the top answer from women was “overwhelmed.” Compare that to the top answer from men: “confident.” Financial stress is disproportionately affecting women, and it has nothing to do with their personal and professional capabilities.
The problem isn’t that you can’t learn how to manage your finances. It’s that you don’t have time to teach yourself, and many financial resources don’t factor in your unique challenges. At 3FG, we believe you have enough on your plate. Too many women and LGBTQ+ professionals are expected to navigate complex financial and legal decisions on their own — or juggle advisors who never quite connect the dots.
We change that by giving you one champion who integrates your wealth and estate strategy, speaks in plain English, and centers your values at every step. From complex compensation packages to personal goals to the ways you want to take care of the people you care about, we help you uncover your whole financial picture. We dig in together and cultivate a comprehensive strategy that works for your whole life.
You deserve to be listened to, championed, and in control of your life without having to figure it all out for yourself. We’re the wealth mentor you’ve been looking for, and we’re here to empower your journey.
The 3FG Philosophy
Strength in advocacy • Flexibility in planning • Preservation for what matters most
At 3 Financial Group, our philosophy is simple: your money should work for every aspect of your life, not just your investments. And if anything is certain about life and financial planning, it’s that things won’t always go according to plan.
The “three friends of winter” are a Chinese literary symbol of adversity through challenge. When wintery conditions appear, pine, bamboo, and plum blossom thrive. We take inspiration from their resiliency, helping you create a financial strategy grounded in the strength of pine, the flexibility of bamboo, and the preservation of plum blossom’s springtime hope. Our approach brings clarity, protection, and confidence to every season of life, no matter the storms. Here, you’re supported, understood, and never planning alone.
3FG Story
Keeping Women At the Center of Their Finances
You might wonder how a woman who studied fine art and photography for her undergraduate degree ended up founding a financial planning firm and estate law practice. Great question.
Joanna Amberger didn’t set out to be a financial advisor. All she wanted was to alleviate some of the pressure she watched her mom face as a newly divorced woman trying to make sense of her finances for the first time. What started as a helping hand and a can-do attitude quickly turned into a natural fit. So when the photography industry pivoted to digital mediums, Joanna pivoted to business and finance, earning her MBA.
Her first experience with a financial firm was eye-opening. The chance to help people was there, but the firm’s focus was on closing sales and generating revenue—not on giving thoughtful, unbiased advice. Nobody should have to decode what’s a sales pitch and what’s sound guidance from their financial advisor.
3 Financial Group was born out of two deeply-held beliefs. Women should have space to be participants in their financial choices without being ignored, mansplained to, disregarded, or unheard. And financial planning should be about personalized advice, not product placement.
As 3FG has grown, we’ve naturally welcomed the LGBTQ+ community. We’ve honed in on an approach that prioritizes holistic planning, not just portfolio management. We’ve also expanded our services for clients in Hawai’i through 3FG Law, so you can handle your finances and your estate plan cohesively.
We’re probably not done growing, but neither are you; your success deserves to be empowered and championed. We can’t wait to grow together.
Experience the difference one advocate can make
A whole lot of listening and not a finance bro in sight. Wondering how to build financial confidence?
We’re on it.