President and chief visionary officer
Wisconsin Women’s Business Initiative Corp. | Milwaukee
Wendy Baumann is in her 30th year of leading the Wisconsin Women’s Business Initiative Corp., a statewide economic development organization focused on supporting women, minorities and low-wealth individuals. Some of Baumann’s prominent projects have included leading the team that launched Milwaukee as a Kiva City, driving the development of the Milwaukee Public Market, co-founding the national Association of Women’s Business Centers, and co-creating the “Invest in Wisconsin” CDFI partnership. Among her current board appointments, she serves as chair on the Governor’s Council on Financial Literacy.
Education: Bachelor’s and master’s, University of Wisconsin-Milwaukee
One decision to do over: “Not taking multiple languages in high school and after in college. My Spanish is fairly good, but despite living in France for a year early on, my French is not strong. Having the ability to converse in different languages is a great asset. Gracias. Merci.”
What would you like to change about Wisconsin: “Fair, level playing field for all.”
Favorite movie: “‘Pan’s Labyrinth’: the sad (and true) story, the special effects, the love of people and hard hatred some people have for others portrayed so vividly in this film.”
Historical figure you look up to: “Mohammed Yunis was really a front-runner in microlending that began in Bangladesh.”
2022 Wisconsin 275 Profile
Banking and Finance
President and chief visionary officer
Wisconsin Women’s Business Initiative Corp. | Milwaukee
In 1994, Wendy Baumann assumed leadership of the 7-year-old Wisconsin Women’s Business Initiative Corp., a statewide economic development organization focused on supporting women, people of color and low-wealth individuals – groups that have historically faced barriers in accessing traditional financing or resources to build their businesses. Under Baumann’s leadership, the organization’s loan portfolio has grown to $23.5 million with 600 active borrowers.
Education: Bachelor’s and master’s, University of Wisconsin-Milwaukee
Favorite destination: “Spain – all of it, especially Valencia. I hope to die an old, lovely woman in Spain.”
Hobby/passion: “Cooking. I truly think of myself as a home chef. I cook daily and have dinner parties weekly. My dad and I have a cooking series, ‘The Dad and Daughter Cooking Show.’ It airs on public television in Sheboygan County.”
Biggest risk: “The biggest risk is not doing something in life. We often regret the things we do not do rather than those we do. I like the Nike theory and tagline, ‘Just Do It.’ If I had to share my biggest risk, it was probably taking on the role of president of WWBIC nearly 29 years ago when I had four young children and a very safe and secure job. But I have never looked back nor found it a risk – and I am not bored yet.”
