The Approach

Customer Insights

Women often want different experiences with financial services providers than men do, and they require a different approach.

Women are risk-conscious.

They’re more likely than men to sacrifice a potential upside in exchange for lower risk or less debt.

of American women are willing to take financial risks for potential rewards, compared to 70% of men (Prudential).
of female Australian small and medium enterprise owners finance their businesses out of their own savings (Westpac).
lower likelihood that a woman will borrow for a wedding, health expenses or home construction than a man (World Bank).

Women are careful decision-makers.

Women want more information than men do and prefer more time to decide on significant financial actions.

72% of wealth advisors believe women take more time to make decisions (Investment News).

44% of women say that learning more about planning and investing is their top priority when working with an advisor (LPL Financial).

Women want relationships, not transactions.

They’re more receptive to financial advice from an advisor after establishing a positive relationship.

– Women whose financial advisors create a safe space for them are 56% more likely to be satisfied, trusting and loyal (CTI).

– Women whose financial advisors help them learn are 49% more likely to be satisfied, trusting and loyal (CTI).

69% of women said “communicating in a way I understand” is the most important aspect of an ideal financial advisor (Age Wave and LPL Financial).

Women care about values.

Women view finance as a tool for reaching life and family goals. But they also care about social and gender-specific causes.

of women want their investments to promote social well-being (CTI).
of women want to invest in organizations with diversity in senior leadership (CTI).
Achieving financial peace of mind is more than 7 times more important to women than accumulating wealth (LPL Financial).

Value Creation

Linking these preferences with the services women need is key to creating successful financial experiences for them.


Women seek ample information before making significant financial decisions — but they may not know where to get it.


Women report a lack of experience, knowledge and confidence in financial matters. And they’re likely to seek out improvement in these areas.


Women tend to be less networked than men, which can constrain their growth as business owners.


Women are less likely to seek financing for their businesses – and when they do they’re more likely to rely on their families for funding. They value financial independence but may not feel financially secure.


The female economy is varied, with needs and preferences differing among clients and segments.

Business Owners

Understanding the specific barriers women face based on the maturity of their businesses is key.

Individual Consumers

Taking an income-based approach to women’s needs strengthens the value proposition.

What Members Say