Financial mentoring awaits 3 women as part of DMC initiative

Deseret Media Companies are taking applications from women who'd like some expert help getting their finances under control, planning for retirement and figuring out their best financial future.

Three women will be selected as part of an \"Imagine a Happier You\" financial education campaign launched this week. They'll be individually mentored for a year by a financial expert from AAA Fair Credit Foundation, Zions Bank or Merrill Lynch.

The initiative also includes an array of free tools for everyone who'd like to be in better control of their finances, including calculators, challenges, great advice and other resources.

The goal of the initiative is to help women be financially prepared for whatever life brings, said Sheri Dew, president and chief executive officer of Deseret Book and chairwoman of the DMC women's initiative.

Money is a tough topic for people, who almost universally treat it as intensely private, said Kevin Townsend of Merrill Lynch's WWT Group.

\"That is one thing we remain closed on,\" he said. \"Maybe people are in denial. If I talk about it, I have to face it.\"

He often sees people who are underfunded for retirement and don't want to admit it. \"Wouldn't you rather know now, when you can do something about it proactively?\"

That failure to face issues is something Jennifer Rohn of AAA Fair Credit sees, as well. \"We see people who know they're in financial distress and they've ignored it. That's the worst thing you can do. Be up front and keep lines of communication open with creditors, who can help you if they know what's going on.\"

The women selected for the financial makeover will blog about their financial journey. Deseret News, KSL Radio, KSL-TV and El Observador will have periodic stories about them, as well, in hopes of sharing milestones and meaningful lessons with an interested audience.

Cece Mitchell, Zions Bank senior vice president and manager of its women's financial group, believes those who follow along will also benefit.

To apply, go to http://imagineahappieryou.com. The application deadline is July 10.