Women Investors Key Insights

Key findings and characteristics of the women investors segment

  • Infographic Transcript

    WOMEN INVESTORSKEY INSIGHTS

    Women approach the investment market differently than men

    • Less invested, both emotionally and financially
    • Financial “wins” are defined as meeting milestones (i.e., paying off a car) rather than market achievements
    • This may evolve as Millennial women become involved in, and open to, investment options and tools

    Meet women where they are with information and messaging

    • Clear, concise, and actionable steps to help them start successfully and gain confidence
    • Emphasize the idea that command of finances yields more choices for themselves and their family
    • “Ladder up” communications based on where they are in their financial journey, giving more information as they gain confidence
    • Don’t assume they know where to turn for help; many need guidance to find a trusted paid financial advisor

    Do not explicitly single out women in messaging or materials

    • Women-centric language (e.g. designed just for women) is perceived as a negative and will not engage this group