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
What has been your/your company’s most significant success over the last 12 months?
“The past year has been filled with significance including a strong loan pipeline and over $10 million approved in the past year as well as over 5,000 entrepreneurs and business owners trained or counseled. Our KIVA loans have surpassed in less than 7 months all the KIVA loans approved last year. WWBIC opened its 7th regional office in north central (Hayward) Wisconsin in October.”
How do you see the future of your industry?
“Mission lending in partnership with both community economic development partners and financial institutions is growing and needed.”
If you could choose any other career path, what would you want to do?
“Chef ! I am a home chef now and absolutely love to cook.”
What is one decision that you wish you didn’t make, and what did you learn from it?
“A lesson learned was not to take multiple languages in high school and alter 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 is one thing you would change about Wisconsin to make it even better?
“Fair level playing field for all.”
Do you have a secret talent?
“Cooking and love of sharing excellent food.”
If you could time travel for one day, when and where would you go?
“Europe and specifically Spain is my go to. I plan to die an old woman in Spain. And...still have not been to Greece and I would like to travel to both Japan and China.”
What advice would you give to someone going into a leadership position for the first time?
“Listen and learn - eventually share. Did I say listen and learn?”
What is your favorite Wisconsin destination?
“Outside of Milwaukee - jewel of the Midwest - both Madison and Kenosha.”
What is your cocktail of choice?
“Gin martini, wave the bottle of Vermouth over and handmade cheese stuffed olives.”
Is there anything new that you would like to learn this year?
“More on our childcare businesses - gap in affordable childcare seats in both urban and rural Wisconsin.”
What is your definition of success?
“Caring for others and making an impact - less talk more action.”
What are the most important traits to look for when hiring a new employee?
“Dedication - record of hard and meaningful work - interest in a vocation...not a job and sense of humor.”
What’s your favorite movie and why?
“‘Pan's Labyrinth’ - the sad (and true) story - the special affects - the love of people and hard hatred some people have for others portrayed so vividly in this film.”
Is there a historical figure you look up to? If so, why?
“Mohammed Yunis really a front runner in microlending that began in Bangledeshi.”
What’s your favorite part of the workday?
“AMs - morning person”
What do you listen to on your commute, a run, etc.
“NPR or my Latin music.”
What was your first concert and what was your most recent concert?
“Johnny Mathis with my parents years ago. Gypsy Kings or Pink Martini are the most recent.”
If you could be an Olympian in any sport, what sport would you pick?
“Horseback riding”
Is there a buzzword you never want to hear again?
“Like”
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.”
