Dena Froiland
Founder/CEO
As a 25-year leader in financial services, Dena is a change agent known for designing and transforming wealth management businesses. Whether for individual practitioners, small financial advisory teams, or large corporations, Dena is skilled at establishing vision, strategy, and execution plans. She has successfully created scalable businesses and platforms that grow in value. Clients love Dena’s laser focus on helping them achieve their goals.
Dena is a cultural leader, and her teams demonstrate high engagement and integrity. Dena attracts top talent and creates fun and dynamic teams utilizing a cornerstone of courageous and transparent communication. Dena’s leadership and commitment to developing individuals also extend to community development. She founded the Nellie DeJager Foundation in 2014. It is a non-profit created to meet the physical needs of kids in Greater Minnesota. The foundation provides meals for kids in need and bible school programs for local churches and communities.
Dena expertly builds and leverages strategic partnerships at executive levels and across an extensive financial services network. Our D5 clients love becoming part of Dena’s network and accessing her connections. After many years supporting businesses and financial advisors in corporate America, she is excited about D5’s ability to bring advanced strategic and execution discipline within reach of wealth management teams.