Research & 
Knowledge

On the Cutting Edge

The Financial Alliance for Women collates the results, research, experience and advice of members with successful Women’s Market programs, as well as conducts market intelligence research on the female economy.
Our resource library features publicly available findings from the GBA and our members, as well as third-party research reports and other relevant studies on the female economy. Proprietary information products designed to help members build a profitable Women’s Market program are stored in our

password-protected portal, The Vault. Documents housed in The Vault offer a wealth of knowledge on designing and implementing a Women’s Market program at scale, including examples of successful Customer Value Propositions, effective marketing collateral and exclusive market research.

Winning the Women's Market How-To
Winning the Women’s Market is the Alliance’s “how-to” guide, capturing wisdom from members to provide practical examples, methodologies and other key tools for succeeding with the Women’s Market. The full guide is available exclusively to members.

The Alliance publishes deep-dive analytical Case Studies, topic-specific In Briefs, and comprehensive practitioner-focused guides. Central to our core offering is the creation of knowledge products based on network member experience.

Links to some of our most popular Knowledge Products appear below:

Unlocking Potential: The Gender D&I Imperative
The Economics of Banking on Women
The Women’s Market for Insurance
GBA Case Study: NatWest

Our Women’s Market Data Analytics program, available to our members, is the only industry-wide repository of Women’s Market data, offering consistent metrics and definitions, and helping members make the business case for serving women.
  • Women’s Market Data Analytics Platform: launched in 2013, the platform collects, aggregates and analyzes supply-side data from our member banks.

  • Women’s Financial Inclusion Data Partnership: Launched in 2014 with the IDB and Data2X, the WFID partners now also include IFC, World Bank, IMF and AFI, working to spur action on the collection and use of sex-disaggregated data to close the financial inclusion gender gap.
How Banks Can Profit from the Multi-Trillion Dollar Female Economy
Among the myths dispelled by the GBA’s groundbreaking 2014 study on banks’ beliefs about women: Women simply want “feminized” financial products.
Our research to understand the barriers financial services providers face in reaching the Women’s Market is at the forefront of what we do. We conduct studies to build understanding of the size of the opportunity as well as the ways it can be captured. Research topics include financial services providers’ beliefs about women, women’s attitudes toward financial services, their attitudes toward the Women’s Market value proposition and life cycle events that present the greatest opportunity. The Alliance’s groundbreaking study on “How Banks Can Profit from the Multi-Trillion Dollar Female Economy” reveals the four key myths bankers believe about the Women’s Market, as well as the data that debunks these misconceptions.