Taking the Reins of Greenwald
By: Lisa Greenwald
04/15/2025
As Greenwald Research celebrates its 40th anniversary year, I thought it would be a good time to reflect on my twenty plus years of experiences with the company. Nearly five years ago, I became the CEO of Greenwald Research. At that time, a mentor and colleague called me and my business partner Lisa Weber-Raley, our chief research officer, “battle-tested.” As I reflect on my twenty years with Greenwald and my first years of leading the company as CEO, “battle-tested” takes on a positive connotation of strength and leadership, and female leadership. Lisa and I know what a privilege it is to be able to move this reputable company forward but there are times I wish we weren’t so battle-tested…I will have more on that in future blogs in this series.
It is, without question, an honor to lead the company built in your family name. But leading a company “your dad” built and filling his shoes is not easy, especially since “dad” (I prefer to call him Matt) is a recognized expert in retirement research, is still with the firm, and now works for me.
The key mission and vision for the firm hasn’t changed much over the years. Greenwald has always sought to be a partner with industry leaders and experts to drive understanding and insights into action. We have always strived to help advance ideas and opportunities our clients have thought of, and to develop and bring new ideas forward that they haven’t. Since our inception in 1985 to today, our clients and the industries we serve have always been our North Star – we serve organizations trying to make positive contributions and changes in critical areas of American life – health and wealth.
As clients evolve to navigate the ever-changing needs of their businesses and clients, Greenwald has always been able to pivot within the industries we are a part of and grow along with the health and wealth sectors.
In our business, as with our clients’ businesses, relationships matter. At Greenwald, family relationships matter too, not just for me and Matt, but for every team member who deserves a healthy balance of both. But for a moment…imagine what our family dinners are like…Greenwald business will inevitably come up in conversation, and Matt and I can go on for some time about the firm – or fun topics like life expectancy/longevity, Social Security, the underappreciated HSA, and the finer points of DC income solutions — while our other family members wait patiently for us to “pass the potatoes.” But through it all, we have leveraged strong mutual respect to evolve as business partners and maintain a (somewhat) normal work/life balance.
Navigating a family business is not always easy. To some, I am merely “Matt’s daughter,” a title that intertwines occasional insult and genuine honor. Collaborating with family members demands a foundation of mutual respect. Matt and I planned Greenwald’s leadership transition for years. In the process, we disagreed, but not too often. At times, I admittedly took for granted the wisdom of a man who built the successful company and stellar reputation I now hold in my hands. I’ve since learned the errors of my ways. Our leadership transition came with pressure too. I used to joke I had big shoes to fill and had to do so with much smaller feet and in high heels – until I gained the confidence to forge my path (and realized flats are a lot more comfortable than heels anyway). Anyone who knows Matt and I can point out the many differences, but those who know us well can see important similarities and mutual respect for both.
Greenwald Research has met the changing dynamics of the business and our clients. Over the years, we have grown with our clients, and I am so grateful to have been able to witness the growth of the company as I grew as a professional to where I am today, privileged to be leading a team of professionals who bring their best to everything we do to meet the needs of others.
