Feature Spotlight #82 - Irene Rueda

Irene Rueda: Faith, Fire, and Fearless Leadership.

Sometimes the most life-changing careers begin with a single unexpected moment. For Irene Rueda, it started with a random Facebook post, a little curiosity, and the quiet realization that she wanted more for herself and her family.

Today, Irene is the CEO of Phoenix Notary Pro, a nationwide mobile notary and signing service, and Phoenix Doc Pros, an Arizona-based legal document preparation company focused on estate planning. But long before building seven-figure businesses and becoming a respected national voice in the notary and title-adjacent space, Irene was simply a hardworking woman trying to figure out how to create a better future.

Based in Glendale, Arizona, Irene has been in the notary and title industry since 2019, though her professional roots go back more than two decades in the legal field as a legal secretary and paralegal.

Those years gave her an invaluable foundation: understanding documents, serving clients, meeting deadlines, and learning the importance of getting things right the first time.

But entrepreneurship? That part came unexpectedly.

One Facebook Comment Changed Everything.

At the time, Irene was working for the city and living paycheck to paycheck. “I knew I was working hard,” she says, “but deep down I also knew I wanted more freedom, more opportunity, and the chance to build something of my own.”

One day while scrolling Facebook, she came across a post asking people about their side hustles. Buried in the comments was one response that immediately caught her attention:

Someone mentioned being a notary doing loan signings. “At the time, I was already a notary,” Irene explains, “but I had no idea you could build an actual career around it.”

That single comment changed the course of her life.

“What started as curiosity turned into a business, then a company, then a team, then a community.” Today, Irene leads one of Arizona’s largest in-person notary communities, owns a nationwide signing service, speaks nationally within the industry, and continues creating opportunities for others entering the business.

But she never forgets where it all began.

Building Businesses with Purpose.

As CEO of both companies, Irene wears many hats, but her mission remains deeply personal.

Through Phoenix Notary Pro, she oversees nationwide mobile notary services, loan signings, estate planning signings, apostille support, hospital signings, and remote online notarizations.

Through Phoenix Doc Pros, she works to make estate planning more accessible and affordable for families who often feel overwhelmed or intimidated by the process.

“I’m especially passionate about serving underserved communities,” Irene says. “I want families to feel empowered and educated when it comes to protecting what they’ve worked so hard to build.”

She is also deeply committed to notary education and professionalism. “I believe educated notaries protect the integrity of the signer, the transaction, the title company, and the entire industry.” 

The Women Who Believed in Her Early.

When Irene first entered the industry, several escrow officers saw something in her before she fully saw it in herself.

She credits women like Maria Villezcas, Christine Telles, Carolyn Lee, Olivia Vazquez-Simmons, Julia Quintana, Marie Andrus, Arlene Bejarano, Lori Pridgett-Joyner, Tiffannie Hobgood, and Melissa Tarazon for encouraging her to dream bigger and push further than she thought possible.

“Their belief in me at the beginning of my career made all the difference,” she says.

More than anything, they taught her the value of relationships, professionalism, and building a business rooted in integrity.

Refusing to Be Limited.

One challenge Irene has faced in the industry is seeing that while most notaries are women, many of the successful signing service owners are still men. “As a Latina, as a woman, and as someone who did not come from wealth or a traditional business background, I know what it feels like to walk into rooms where people underestimate you,” she says.

But rather than allowing that reality to discourage her, Irene turned it into fuel.

“I want to show the next generation that a woman, and specifically a Latina woman, can not only succeed in this space—but dominate it.”

Part of that mission led her to create in-person notary meetups and educational events throughout Arizona. “I wanted to create the kind of space I wish I had when I was starting out,” she says. “A place where people can learn, ask questions, build relationships, and create a strong foundation for their business.”

Advice for the Next Generation.

When asked what advice she would give women entering the industry today, Irene doesn’t hesitate.

“Just start, and bring a great attitude with you.”

She believes success in this business comes down to consistency, integrity, professionalism, and how people experience you. “People remember how you show up, how you communicate, how you handle mistakes, and whether they can trust you.”

And perhaps most importantly:

“Never think where you start is where you have to stay.”

Her “Why”: Family, Legacy, and Breaking Cycles.

Irene’s motivation runs far deeper than business success. As a first-generation Mexican-American and the first person on her father’s side of the family to graduate high school, she carries an enormous sense of responsibility and purpose. “I never went to college,” she says. “For many of my family members, college wasn’t even presented as an option.”

That reality shaped her vision for what she wanted to build.

“This business is no longer just about me,” Irene says. “It’s about family legacy. It’s about building generational wealth and becoming the example I wish I had seen growing up.”

She wants the younger generation in her family to see that the bar can be raised—even when no one before you had the opportunity to raise it first.

Strength Through Faith and Family.

When life becomes difficult, Irene leans on two things without hesitation: “My faith and my family. Both are non-negotiable.”

She openly acknowledges the hard seasons, the moments of exhaustion, and the times she had to figure things out without a roadmap. But through it all, she stayed grounded in purpose. “I know I’m building something bigger than myself,” she says. “And that gives me the strength to keep going.”

The Village Behind Her Success.

Irene speaks lovingly about the people who helped support her journey, including her children, family, team, and closest supporters. Her sons, in particular, played a meaningful role in helping bring technology into the business and strengthening operations in ways that made the company even more successful. “This is not just a company I built for myself,” she says. “It has become part of my family’s legacy.”

At the same time, Irene shares an honest truth many successful women eventually discover:

“The more successful you become, the smaller your village gets. You get to choose who is in it. And my village today is exactly who I want it to be.”

 But she says there is peace in that too.

Life Beyond Work.

Outside of business, Irene finds peace in simple things. She loves reading. She loves the beach. “The sound of the waves is the most peaceful thing in the world to me,” she says. “That’s where I feel most at peace.”

And when it comes to music, there is one artist who holds a permanent place in her heart:

“Selena Quintanilla. Always.”

A Leadership Philosophy Rooted in Integrity.

Irene’s personal mantra says everything about how she approaches leadership and relationships: “Never burn bridges, but if someone lights that match, let it burn.”

To her, that means always operating with professionalism, respect, and integrity—while also understanding that growth sometimes requires letting go of people or situations no longer aligned with your path.

Building Without Gatekeeping.

One of the skills Irene is most proud of mastering is learning how to lead while still helping others rise.

“Real leadership means opening doors for others, not guarding them.”

That philosophy has become the foundation of the community she has built through mentorship, trainings, mock signings, and educational events. “I believe true success means you’re willing to bring others with you.”

The Legacy She Hopes to Leave.

When Irene thinks about legacy, she immediately thinks about her children.

“I want to leave proof that you can break generational curses and build generational wealth in the same lifetime.”

Within the industry itself, she hopes to leave behind a legacy of education, professionalism, and opportunity. She wants notaries to be taken seriously. She wants title companies to value trained professionals. And she wants more women—especially Latina women—to know they belong in leadership spaces and decision-making rooms.

Most of all, she hopes people look at her story and think:

“If she did it… maybe I can too.”

A Final Message to the Women of Her.

Irene’s encouragement to the women of Her. Collective is simple, powerful, and deeply authentic: “Don’t be afraid to try something new. You truly never know where life will lead you.”

She reminds women that success does not require permission, perfect timing, wealth, or even a traditional path.

“You do not have to come from wealth to create wealth. You do not have to have a college degree to build something powerful.”

 And sometimes, she says, the people who become the example are simply the ones brave enough to go first.

Thank you, Irene, for your grit, generosity, leadership, and heart. We are honored to celebrate your story as an inspiring Title Women of Her.collective.

*Connect with Irene: irene@phoenixnotarypro.com  I LinkedIn I Instagram I Facebook

Feature Spotlight #81 - Annie Jacobson

Annie Jacobson: Fearlessly Connecting the Future of Title

Some people enter the title industry through family connections. Others stumble into it unexpectedly. For Annie Jacobson, title found her exactly when it was supposed to.

Based in Austin, Texas, Annie serves as an Enterprise Business Development Representative at Qualia, where she has spent nearly eight years helping bridge the gap between tradition and innovation in the title industry. But ask Annie what truly drives her, and the answer has very little to do with software and everything to do with people.

“At the heart of everything I do is one simple belief,” Annie says. “Relationships are the foundation everything else is built on. Get that right, and the rest tends to follow.” That mindset has become the signature of Annie’s career. She is known for building authentic trust, creating meaningful connections, and helping others feel seen far beyond the transaction itself. In an industry navigating rapid change, Annie has become a connector between where title is today and where it is headed tomorrow.

The Beginning of Her Title Story

Annie’s journey into title began when Qualia was building out its early sales team in Austin. A former colleague, Scott Leese, reached out and invited her to join the company during its foundational growth stage. “Several of us had worked together before,” Annie explains. “So when the opportunity came to build something new from the ground up, it felt like a natural next chapter with people I already trusted.”

Her original role focused on helping build Qualia’s Underwriter Relations Team, now known as the Industry Relations Team. Early on, she discovered something that would shape her entire approach to the industry: “Empathy goes a very long way.”

This lesson still guides her every day.

“Building trust one conversation at a time is still the mentality I bring into my role,” she says. “I've fallen in love with this industry over the years. And now I completely understand why, once you're in title, you never really leave.”

The Woman Who Helped Her See Herself Clearly

When Annie reflects on the women who shaped her career, one name immediately rises to the top: Tyler Lee. Whether she knows it or not, Tyler has been one of the most quietly powerful influences in Annie's career and her life.

What started as a vendor-prospect relationship evolved into something far more meaningful—mentorship, friendship, and mutual support. “Tyler has this incredible ability to mirror your value back to you before you can fully see it yourself,” Annie says. “During moments where imposter syndrome clouded my self-perception, she reminded me exactly who I was.”

But Tyler’s influence reached beyond business. Annie shares openly about coming out later in life and how important it was to have someone she could look to as an example of authenticity and confidence within the LGBTQIA+ community. “She became the role model I didn’t realize I needed,” Annie says. “Her presence made my own journey feel significantly less intimidating.”

Refusing to Dim Her Light

Annie speaks candidly about one of the biggest challenges women often face professionally, the expectation to make themselves smaller. “Women are constantly taught to be quieter, dimmer, less,” she says. “To take up less space so others feel more comfortable.”

But in true “Annieland” fashion, Annie pushed back against those expectations.

“There were probably rooms where being fully myself cost me something along the way,” she admits.

“The cost of dimming yourself is far greater than whatever you think you’re protecting.”

Today, Annie considers herself fortunate to work in an environment where her personality, energy, and individuality are not only accepted, but celebrated. And her advice to the next generation of women entering title reflects that same conviction:

"Find the room where your 'too much' is exactly enough, and don't settle until you do. You will encounter people and environments that ask you to be quieter, more palatable, easier to digest. Some of that feedback will be subtle. Some of it you'll absorb without even realizing it. Stay awake to it. Know the difference between genuine growth and someone else's discomfort with your brilliance."

Her “Why”: Helping People See the Future

Annie’s passion for the industry is deeply tied to her belief in innovation and the future of title. “I genuinely believe in Qualia’s mission,” she says. “Technology can fundamentally transform one of the most important transactions in people’s lives. That's not something I take lightly, and the momentum we're building right now makes it feel more urgent and exciting than ever.”

But beyond the technology itself, Annie finds purpose in the human moments.

“The skeptic who finally sees it. The detractor who becomes a champion. The ‘aha’ moment I got to be part of,” she explains. “Those are the moments that remind me why the work matters.”

She knows the title industry is at a genuine inflection point. "We are living through a bold new era for title and escrow," Annie says. "The future is now, and Qualia's role is to empower its customers to be successful in this moment of AI and automation. I feel a deep sense of responsibility to be a connector, to help find the solutions that will ultimately define their legacy. That's not a small thing to be part of."

Her Tribe, Her Foundation

If Annie has one thing in abundance, it is love and support from the people around her.

“I am surrounded by champions and cheerleaders,” she says. From her partner to her family, closest friends, and colleagues, Annie credits her community for helping her stay grounded through both the highs and lows of life and business.

“The good thing about wearing your heart on your sleeve,” she laughs, “is that people always know where to find you and how to reach you

when it matters.”

She speaks beautifully about the way different people show up for her in different ways.“My boss knows I light up with words of affirmation. My partner knows I need a hug before a solution. My family knows I need acceptance over advice.” And in return, she gives that same love back fully.

The Creative Life Outside of Title

While Annie’s career has always been rooted in technology, many people may not know she also has a deeply creative side. “It started when I was ten years old pretending to host my own Food Network show in the kitchen,” she says.

Today, that creativity shows up through functional art inspired by the ocean—ceramic coasters, wooden cheese boards, and handcrafted pieces designed to evoke movement, water, and calm.

“I love taking something ordinary and adding a little magic to it,” Annie says. “Honestly, it’s not that different from what I try to do in my work.”

Welcome to “Annieland”

One of the most memorable parts of Annie’s story is the philosophy that has quietly guided her entire life. Her family coined the phrase “Annieland” when she was young.

“From the beginning, it was clear I was going to do things my own way,” she says. What started as a playful family nickname eventually became a personal leadership philosophy rooted in individuality, intuition, and authenticity. “The things that make you different, the way you move through a room, the instincts that don’t fit neatly into a job description, are often your greatest professional strengths,” Annie explains. “If you’re brave enough to lean into them.”

And perhaps the most Annie line of all:

“It means leading with your heart, with your mind and logic close behind. Sometimes very close behind. Sometimes… fashionably late.”

Protecting Her Energy

Despite being one of the most socially connected and outgoing people in the industry, Annie shares something that often surprises others. She deeply values solitude and quiet time to recharge. “After FORES26 this year, I didn’t speak to anyone for three days,” she laughs. “And I needed every hour of it.”

"Solitude isn't antisocial for me," she explains. "It's maintenance." Over time, she learned to recognize her energetic limits and respect them before hitting the wall, not after. The shift came when she stopped treating self-care as a reward for surviving the chaos and started treating it as part of the work itself. "Protecting my downtime gets the same intentionality I bring to my calendar," she says. "When you protect your energy, you show up sharper and more genuinely useful to the people around you."

The Legacy She Hopes to Leave

When Annie looks back on her years in title, she is especially proud of the role she played in helping Qualia earn its place in a community that didn't ask for disruption. "The title industry wasn't siloed," she explains. "It was a tight-knit community that already knew each other, trusted each other, and was understandably cautious about who they let in. My job, from day one, was to earn a seat at that table. One conversation, one relationship, one cup of coffee at a time."

What started as skepticism became trust, and trust became partnership. "Today, Qualia isn't just a technology vendor to our customers," Annie says. "It's a contributor to their success, their growth, and their ability to lead in this bold new era for title and escrow."

The legacy she cares about is specific. "Agencies that embraced technology early enough to lead rather than follow. Skeptics who became champions and positioned themselves on the right side of history. Customers who feel confident in this transformation because someone took the time to help them see it clearly." She pauses. "That's the legacy I care about. Not just that people liked working with me, but that working with me helped secure their own."

And in an industry where everyone knows everyone and paths cross again and again, she has always shown up as a connector. "That's not new in title," she says. "But I'd like to think I've done it in a way that left the community a little more connected than I found it."

A Vision for the Future of Title

If Annie could change one thing about the industry, it would be creating more openness for the next generation. "This industry's greatest strength is also one of its greatest challenges: loyalty," she says. "Loyalty to the way things have been done and a deeply held belief that title knowledge is earned over decades, not years. I say that with enormous respect, because that loyalty is exactly what makes this community so special."

But she believes the moment calls for something more. "We have to open the door a little wider," she says. "The next generation is out there, talented and driven, looking for an industry to call home. Technology that transforms how we work lowers the barrier to entry without lowering the standard of excellence."

And in true Annie fashion, she leaves the industry with a challenge that feels both hopeful and powerful. "The strongest communities are the ones willing to evolve without losing their soul. We don't have to abandon what makes title special to grow. We just have to be willing to let a few more people in."

Thank you, Annie, for your authenticity, boldness, heart, and vision for the future of title. We are honored to celebrate your story within the Her.collective community. 

*To connect with Annie: annie.jacobson@qualia.com I LinkedIn 

Feature Spotlight #80 - Kristin Sherfey

A defining career rooted in connection, fueled by people, and guided by alignment over perfection.

This week, we are honored to feature Kristin Sherfey of Stewart Title, a dynamic leader whose career reflects growth, authenticity, and a deep commitment to people. With over 20 years in the title industry, Kristin brings a powerful blend of operational expertise and heart-centered leadership to everything she does. 

Kristin’s journey into title started in a way many of us can relate to. She fell into it. While in college, she took a temp job as a fax runner for a large national agent. At the time, recordings came through by fax, long before imaging systems existed. She would collate, staple, and distribute them for typing. 

From that starting point, Kristin built an extraordinary career across multiple areas of the industry including claims, foreclosure litigation, national agency operations, compliance, and end user experience. 

Her time in IT leadership became a defining chapter. It pushed her into a completely new environment where she had to learn a new language and way of thinking. Once she did, everything began to connect in a deeper and more meaningful way. 

Leading at the Intersection of People and Performance. 

Based in Tampa, Florida, Kristin serves as a Senior Agency Sales Manager in Stewart Title’s National Agency division. 

Her passion lives at the intersection of people and performance. She focuses

on change leadership, operational strategy, process improvement, and coaching. Kristin thrives on helping individuals and organizations navigate change in a way that actually lasts. 

“I love helping people see what is possible for themselves, especially when they cannot see it yet.” Her work is not just about results. It is about transformation. 

The Power of Mentorship and Influence. 

Kristin credits much of her growth to the incredible women and leaders who have shaped her journey. 

Coley Zwolinski has been a constant presence throughout her career, offering support, challenge, and belief through every season. Libby Quinn and Shonita Mason helped shape Kristin’s early leadership foundation, teaching her how to lead with both strength and integrity. 

She also draws inspiration from leaders like Anne Marie Arens, Dawn Anderson, and Nancy

Landmark, women who embody a rare balance of softness and strength. That balance is something Kristin carries forward in her own leadership style every day. 

Letting Go of Perfection. 

One of Kristin’s biggest challenges was internal. Early in her career, she felt the need to constantly prove her value by being more prepared, more polished, and more everything. Over time, she realized that pressure was not coming from others. It was coming from within.  

“Authenticity is far more powerful than perfection.” 

The moment she stopped trying to prove herself was the moment she became more effective. Now, she leads with alignment and encourages others to do the same. Progress over perfection. Always. 

Her Why.

At her core, Kristin is driven by people, connection, and growth. Her purpose is rooted in helping others expand into what is possible for them. That passion is deeply personal, shaped by moments in her own journey when she needed someone to reflect that belief back to her. 

“My why is growth. Mine and others.” 

On the hard days, she comes back to the community she is building and the people she is walking alongside. That is what keeps her moving forward. 

Leading Through Alignment and Empathy. 

Kristin approaches leadership with a belief that people are inherently good and want to succeed. When challenges arise, she looks deeper. “When someone is showing up in a difficult way, something is usually going on underneath that.” 

Her approach is grounded in listening, empathy, and strong boundaries. She believes it is possible to be both compassionate and firm at the same time. This philosophy has fueled her passion for coaching and her desire to help others navigate difficult conversations with confidence and clarity. 

Always Learning, Always Evolving.

Kristin’s leadership is deeply influenced by a commitment to continuous growth and learning. She draws inspiration from a wide range of thought leaders and perspectives that challenge her thinking and expand how she shows up both personally and professionally.

Books like Dare to Lead by Brené Brown have played a pivotal role in shaping her leadership style, alongside titles like Atomic Habits, How Minds Change, Extreme Ownership, The Seat of the Soul, and The Four Agreements. Each has contributed to her understanding of growth, accountability, and what it truly means to lead with intention.

Beyond books, Kristin continues to fuel her curiosity through podcasts and conversations that expand her perspective. Brené Brown and Oprah are among her go to sources for inspiration, often leading her to new ideas and voices.

And in true Kristin fashion, she balances depth with joy. “Sometimes you just need to laugh.” Whether it is thought provoking shows like Hidden Brain or The Telepathy Tapes, or lighter moments with Conan O’Brien Needs a Friend, she embraces both growth and laughter as essential parts of the journey.

Her Village.

Kristin is deeply grounded in the people who surround and support her. From her family in Michigan to the incredible network of women and leaders in the title industry who have believed in her, challenged her, and championed her growth, she does not take a single relationship for granted.

She also leans on a close circle of friends who keep her grounded, remind her who she is, and stand beside her through every season. “I once posted a quote that said, having good friends will literally save your life. And I can honestly say that has been true for me.”

Through life’s highs and its hardest moments, Kristin credits her village for helping her stay strong, stay brave, and stay rooted in who she is. Her story is a powerful reminder that success is never built alone. It is shaped, supported, and strengthened by the people who walk alongside us.

Passion Beyond the Profession.

Shameless plug incoming. Outside of work, Kristin is all in on coaching and continuing to grow her speaking engagements. It is not just a side passion, it is part of who she is.

Helping others gain clarity, build confidence, and step into their next level is where she finds deep fulfillment. Watching someone shift how they see themselves and what they believe is possible fuels her: 

“There is nothing more powerful than watching someone realize they are capable of more than they ever believed.”

Kristin is also endlessly curious, with a natural pull toward learning, technology, and process improvement. She thrives on understanding how things work and how they can work better. Whether she is diving into data, exploring AI, or mastering tools like Power BI, she leans into complexity with excitement and intention.

What sets her apart is not just her ability to learn, but her ability to translate that knowledge into meaningful impact. She sees patterns, simplifies systems, and creates pathways that help others operate more effectively and confidently.

At her core, Kristin is a builder. Of systems. Of people. Of possibilities.

Her curiosity is not just a trait. It is a catalyst for growth, innovation, and the kind of leadership that keeps evolving.

Words of Wisdom 

Kristin’s advice to women entering the title industry is both empowering and honest.  

“Do not wait until you feel ready. You will grow into every opportunity you take.” 

She reminds women to trust their instincts, build strong relationships, and surround themselves with people who invest in their growth. 

And perhaps most importantly, “You are more capable than you think you are.” 

Legacy in Leadership. 

When Kristin thinks about legacy, she does not think about titles or systems. She thinks about people. “What stays is how you showed up and how you served others.” 

Her hope is to create spaces where people feel seen, valued, and empowered to be themselves. Where leadership feels human and where performance and empathy exist together. 

Her.Collective is honored share Kristin's title journey. She is a genuine woman who leads with authenticity, inspires growth, and reminds us all that alignment, connection, and courage are where real impact begins.

And along the way, she proves that laughter is just as powerful. Because sometimes, the strongest leaders are the ones who know how to keep it light, find joy in the journey, and remind us not to take ourselves too seriously while doing meaningful work.

Join us in celebrating Kristin the driven, authentic, beautiful Women of Title.

*Connect with Kristin: kristin.sherfey@stewart.com I LinkedIn I Instagram I Facebook