As NAWBO celebrates 50 years of supporting and advocating for women business owners, its WBE/MWBE Certification Program—reintroduced under the NAWBO Institute nearly three years ago—is helping women gain access to new business opportunities, networks and visibility.
At the heart of this effort is Kimberly Snodgrass, who serves as the program’s Director of Certification. With a deep passion for service and connection, Kimberly has helped grow a certification experience that’s not only streamlined and supportive, but uniquely NAWBO.
In this Q&A, she shares what makes the program special, what women business owners can expect from the process and where it’s headed next.
You’ve been working with NAWBO Institute Certification for nearly three years now—what have you learned about it that would make you want to get certified as a woman business owner?
The level of personal attention we give to the women in our program is truly unique. You can get certified in many places, but what sets us apart is the sisterhood. Our applicants aren’t just numbers—they’re women we treat like family. I strive to be accessible to every woman who reaches out, whether by phone or email, and ensure they feel seen and supported. Behind me is an entire team of women—the certifiers, all of whom are certified women business owners themselves, as well as NAWBO’s Board and HQ staff—working together to make this a truly human-centered experience.
What’s the top fear or challenge you hear from women business owners about the certification process, and how do you ease that concern?
The biggest fear is that the process will be overwhelming or too time-consuming. Many women assume it’ll take hours and require tons of documentation, so they procrastinate. To help, I introduced Zoom working sessions where we walk through the application together in real time. By the end, participants often say, “That’s it?” In truth, if you have your documents ready, it takes about 30 minutes to complete. Our goal is to simplify—not complicate—the process, so more women can get certified and start leveraging the benefits.
How is the NAWBO Institute’s Certification Program different from other certification programs out there? What sets it apart?
It all comes down to community. When you choose NAWBO, you’re choosing to certify within a trusted network of women who want to see you succeed. We don’t just certify—we connect. With chapters across the country and a robust national presence, we offer opportunities to engage both locally and nationally through virtual events, education and networking. We’re deeply committed to ensuring that every woman who joins our program is guided, empowered and never lost in the shuffle. Additionally, NAWBO offers both one- and two-year certification options. The only difference is the cost; all the required documentation is the same.
What are you most proud of when you look at the growth of the program—and where do you see it heading in the next few years?
I’m incredibly proud of the feedback loop we’ve created with our certified women. Their input has shaped and improved our program every step of the way. I’m also proud of our growing relationships with corporations like KeyBank that recognize the value of our certification and support our certified women. While the program is still young, we’ve established credibility and momentum. I see us continuing to expand these partnerships and elevate the visibility of our certified women in meaningful, game-changing ways.
What’s one exciting development or enhancement women business owners can look forward to as NAWBO’s Certification Program evolves?
We’re preparing to launch a migration to a B2B procurement and supplier information management platform that connects our certified women with nearly 3,000 corporate buyers and suppliers. It’s a major upgrade. It will increase security, speed up certification processing and provide instant digital access to certification credentials. Most importantly, it will expand visibility and business opportunities for our women business owners.
What’s one fact about NAWBO Institute Certification that most people don’t know—but absolutely should?
NAWBO pioneered WBE Certification. In the early 1990s, we listened to what women needed and conducted two large-scale procurement studies with over 100 corporations. The response was clear—there was a need. So NAWBO launched the first national certification program for women, which eventually became NWBOC, backed by major corporations like Kodak, IBM, Disney and more. We’re proud to bring that legacy full circle with our current WBE/MWBE Certification Program. We’re not new to this—we’re the originators. Now, we’re honored to continue this vital work alongside other certifying organizations for the next generation of women business owners.