With over 25 years of experience in financial services, Dena is a visionary leader renowned for transforming businesses through thoughtful strategic plans. As a change agent, they leverage deep industry expertise and a vast network to drive innovation and deliver impactful results. Dena’s ability to craft forward-thinking strategies empowers organizations to excel in competitive markets, earning Dena a reputation for turning vision into reality.

Raised in a farming community, Dena developed a relentless work ethic that defines her leadership. Known for unwavering honesty, she builds authentic partnerships and prioritizes clients’ best interests, never compromising integrity. Dena’s passion for win-win relationships fosters trust and collaboration, ensuring every client feels valued and supported in achieving their goals.

As Co-Founder of Focus Forward, Dena drives strategic growth while serving as the cultural leader. She shapes a vibrant, inclusive culture that empowers teams and fuels excellence, particularly in delivering solutions for financial advisory firms. By aligning strategic plans with a people-first ethos, Dena ensures the company delivers exceptional client outcomes while nurturing a dynamic workplace.

Through the Nellie DeJager Foundation, Dena gives back to the rural community where she grew up. Founded to support children and families, the foundation provides resources and opportunities to help them thrive. This work reflects Dena’s deep commitment to making a lasting difference, rooted in the values of community and care.