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"Empowering you to illuminate your presence in your career"

© 2016-2020 | Elizabeth Carter

© 2016-2021 | Elizabeth Carter

We offer a range of consulting services, all designed to help your company reach its potential, or you, as an individual, reach your potential. Whether you're looking for a small tweak or complete overhaul, we have you covered. Our services are available a la carte so you can get precisely what you need.

Elizabeth A. Carter, PhD - Chief Executive and Chief Illumination Officer

Dr. Elizabeth Carter is an Insurance Finance and Performance Improvement Leader with extensive experience in financial analysis, performance improvement, relationship management, and talent development, for corporate and volunteer organizations.  Her unique mix of financial acumen and knowledge empowerment has provided opportunities to provide meaningful performance metrics that align to strategic goals. Further, to engage leadership in discussions with facts and scenarios which influence budgeting and forecasting decisions, and empower employees with knowledge to enhance their careers. Her brand is AAPPEAL, which is an acronym for An Absolute Passion for Performance, Engagement, Analytics and Leadership, and it is her passion to help companies and individuals realize their full potential in these four key strategic areas.

Elizabeth's professional experience includes positions as Director of Market Segment Finance at Highmark, Inc; Director of Financial Operations at 21st Century/Farmers Insurance; Assistant Vice President of Planning and Analysis for the Agency Auto segment of American Insurance Group (AIG);  multiple positions at The Hartford Insurance Company, including Finance Lead-Project Agency Access, Claims Chief Information Officer Controller, and Director of Finance. She has held positions at Allstate Insurance Company, where her insurance finance career began.  

Among her many accomplishments, Elizabeth implemented an expense forecasting accuracy performance process which improved forecast accuracy at 21st Century from 66% to 85% in a 2-year period. Also at 21st Century, she developed learning and development solutions for the Finance employees to enhance their technical and leadership skills and improved the employee engagement score by 20 percentage points. She was recruited to AIG to lead the development of enhancements of a premium planning model to provide more confidence and accuracy to the monthly forecasting process for the Product Management organization which resulted in an improvement of the forecast compared to actual results by 35 percentage points. During her tenure at The Hartford, Elizabeth created and facilitated a financial acumen training series to improve underwriters' knowledge of financials and how their decisions impacted profitability, and her love for training and talent development was born. 

In addition to being a Distinguished Toastmaster (DTM) and Chartered Property Casualty Underwriter (CPCU), Elizabeth holds a BBA in Marketing from Hofstra University, an MBA in Management from the New York Institute of Technology, an MS and PhD in Education from Capella University. She holds/has held leadership roles in Toastmasters, the CPCU Society, and the Trinidad and Tobago Cultural Association of Delaware.

Elizabeth's vision statement is that one day, there will be no gaps in businesses' and individuals' performances; everyone will have access to the information and tools to achieve her/his ultimate goals.

AAPPEAL is a company dedicated to providing performance improvement tools to small businesses, non-profits, and individuals in Delaware and neighboring states.  The tools will allow these entities to close the gap between their current and desired performance to reach personal career and strategic business goals.

the mission

Keynote presentations

inspiring, educating and entertaining audiences

What We Do


coaching and mentoring

​Crafting a plan to allow you to close your performance gaps

performance improvement

Identifying deficiencies in your business model and providing alternative solutions

facilitation and training

providing content to increase your leadership and business knowledge