Hillary Ripley was on a stair climber at her Brooklyn gym when her 16-year-old daughter texted.
A women's march was being organized in Washington, the teenager wrote, to protest the incoming administration of President-elect Donald J. Trump and to speak up for gender equality. Ms. Ripley hopped off the machine and began searching for a bus-charter company.
"I think about markets," said Ms. Ripley, a longtime investor-relations professional who has worked in both banks and private equity firms. "It occurred to me immediately that there was going to be a tremendous demand for buses."
She contacted US Coachways, got a quote for a 55-seat bus ($3,050 for a day trip) and began querying neighborhood friends to gauge whether she could recruit enough would-be marchers to break even. The seats quickly filled.
Across town at home on the Upper East Side of Manhattan, Alexandra Lebenthal, the chief executive of a stock and bond broker, was also making plans to travel to Washington.
"I never have done anything like this in my life before, and I just feel like it's a time when everybody has to stand up for what they believe in," Ms. Lebenthal, who was a Hillary Clinton supporter, said.
It is an unusual stance for a woman working in the cutthroat world of finance. Wall Street women — though often tough, tenacious and outspoken — are not a crowd accustomed to street protest.
They are professionals in trading, public relations, marketing, deal-making, investing and the law. They keep punishing schedules, fear losing business by offending their clients and often feel that in an industry still overwhelmingly populated by men, the less attention drawn to their sex, the better.
And many of them are employed by financial companies whose share prices have surged since Mr. Trump's election, a move that could sweeten their compensation.