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- Author
- Cannon Financial Institute
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- Published
- March 3, 2025
Articles
From Waitressing to Wealth Management: How Isabell Grethen Found Her Voice in Trust and Estate Planning
When you ask professionals in the trust and estate space how they got started, few will tell you it was part of the plan. For Isabell Grethen, the journey began with a simple trip to open a bank account. She was new to Marshfield, Wisconsin. Her sister-in-law recommended Associated Bank. She walked in, opened an account, and left with much more than a checkbook—she left with a job offer.
“I had only waitressing experience at the time,” Isabell says. “And banking felt so far out of reach—like what you see in the movies, big vaults, gold bars, and high-stakes finance. But I said yes. That decision changed my life.”
Fast forward seven years, Isabell is now an Associate Fiduciary Officer at Associated Bank. She manages trust, investment, and retirement accounts for high-net-worth clients while working toward her CTFA™ and CWS® designations through Cannon—all while raising two boys and earning her bachelor’s degree.
Finding Her Place in Private Wealth
Isabell’s transition from retail banking into the trust department wasn’t something she planned, but it felt natural. A retiring colleague created a gap, and a private banker friend encouraged her to explore wealth management. “She told me, ‘This is where you want to be. The relationships you build with clients are meaningful connections,’” Isabell remembers.
Starting as a Personal Trust Assistant, she spent two and a half years supporting trust officers before stepping into a relationship management role. Today, she works directly with clients and their families, often serving as a corporate trustee. “The peace of mind we provide that their assets will be managed and distributed according to their wishes is incredibly fulfilling,” she says.
Why She Chose Cannon
Isabell is pursuing two designations: CTFA™ and CWS®. She also continues to work toward her bachelor’s degree. That’s certainly a full plate by any measure.
“College classes are valuable,” she says. “But they’re not always specific to my role. I needed something that would give me technical competence and help me become more confident in client conversations. That’s what Cannon does.”
She first attended Trust School in September, then returned for another session this February, pairing her CTFA™ studies with the CWS® course. “It was a lot,” she admits. “But both programs complemented each other well, and the instructors were incredibly knowledgeable, personable, and so engaging.”
Applying Cannon in Real Time
The impact of Cannon's training has been immediate and tangible. “Cannon doesn’t just give you facts, it makes you more effective,” Isabell says. She’s already brought new ideas and insights back to her team.
In one example, her coursework aligned with the 65-day distribution window in estate planning. “Our tax team reached out and asked, ‘What did you learn at Cannon?’ I was able to bring back some of that knowledge to share,” she says.
Even CWS® concepts have made an organizational impact. After returning from Cannon, Isabell helped revamp the team’s administrative tab in client presentations, drawing on what she learned about standardization and visual clarity. “Phil joked in class, ‘I bet your team has this tab, and it probably looks just like this.’ And he was right. That sparked real change.”
A Passion for Financial Literacy
Behind Isabell’s drive is something deeply personal: she grew up in a home without financial stability. “I didn’t grow up learning about money, saving, or planning. I had to figure it all out on my own.”
That experience now fuels her commitment to client education. “I love this role because it lets me teach,” she says. “Financial literacy changes lives, and when you can pass that down to future generations, that’s a legacy.”
Giving Back and Staying Grounded
Despite her packed schedule, Isabell stays connected to her community. She serves on the board of Main Street Marshfield, chairs the Design Committee, volunteers for Toys for Tots, community events, and has taught in her local elementary schools through Junior Achievement.
When she’s not working or studying, you’ll find her outdoors with her family or reading. “Yoga and reading are my two ways to reset,” she says. “Especially when I need to unplug and unwind.”
A self-proclaimed “pen and paper gal,” she manages her busy workload with hand-written, prioritized to-do lists, rewriting them each day to keep her focused. “Staying organized is everything in this field,” she says. “You’re juggling client calls, internal messages, paperwork, it never stops. So, knowing what matters most each day is how I stay on track.”
Advice for Newcomers: Give it time
For those just entering the trust field, Isabell has simple but powerful advice:
“Give it time. It gets easier. The knowledge will come.”
She emphasizes the importance of getting through at least one full cycle tax season, gifting, and year-end processes, before it all starts to click. And she encourages students to build connections, both inside and outside their organizations. “That’s what Cannon does so well, it connects you with peers from all over. And those networks are powerful.”
Looking Ahead
In five to ten years, Isabell hopes to feel even more confident in her role, and yes, to have “the full alphabet” behind her name, just like her mentor. “I want to be the kind of advisor who truly understands my clients and helps them navigate their financial decisions,” she says. “My goal is to build deep, lasting relationships with them and their families, so I can support and guide them for generations.”
But it’s not about the letters, it’s about the impact. “Cannon has helped me grow professionally and personally,” she says. “That translates directly to how I show up for clients. And that’s what matters most.”
