4 ways to engage and empower women investors

For anyone who still needs convincing, Capital Group’s 2025 investor survey confirms a powerful, untapped opportunity for financial advisors: Women. As a demographic, women are obvious targets for assets under management. Women make up half the U.S. population and control one-third of total U.S. household financial assets — more than $10 trillion and growing. Many are poised to become “double inheritors” of the estimated $100 trillion expected to transfer from baby boomers and older generations by 2048, according to The Cerulli Report—U.S. High-Net-Worth and Ultra-High-Net-Worth Markets 2024 from Cerulli Associates.

Beyond their potential assets, our latest research suggests women may be more likely to become ideal clients for advisors. According to Understanding female investors: Bridging the investment gap with financial advice, women are not only more open to financial advice than men, but they also demonstrate stronger loyalty once they engage. In fact, 76% of women who work with an advisor going into retirement stay with them — compared to 66% of men, according to the survey. Women who have advisors also report feeling more prepared, relaxed and financially secure. Yet, many women delay investing — often until after age 35 — and cite complexity, cost and accessibility as key barriers to working with an advisor.

Key insights to grow your female client base

While many advisors understand the importance of engaging women investors, the question often is how. How to find prospective female clients and add them to your practice. Based on this latest research, we have identified four areas where advisors can take action to attract and engage more female clients. Remember, it’s important to review your firm’s policies and regulations before planning your strategy.

1. Meet women where they are

Acquiring more female clients may require experimenting with different marketing and acquisition channels. To find women who are looking for financial advice, it makes sense to start online. More than 20% of women begin their advisor search in a search engine, which makes it essential to have a strong digital presence that’s optimized for search. You may also consider targeting some of your marketing to women through digital and social media channels.

But even tried and true channels like referrals offer a great way to connect with women. In our survey, 47% of women find advisors through personal referrals – more than men. In addition to asking existing clients if they know any women who might be a good fit for your practice, you might also consider reaching out to local women’s networking or community groups. Cohosting an educational or informational event, for example an overview of what to expect from Social Security, can be a great way to get exposure to these types of groups. 

2. Reframe the conversation

The way you speak to female clients and prospects can impact their willingness to work with you. This is less about buttoning up your language and more about finding what motivates women. For example, our survey finds that women are more motivated by aspirations like financial freedom and mental health and wellness than by life events. Tailoring your value proposition to include this type of messaging may appeal to a female demographic.

Women in our survey also say they prefer collaborative, two-way dialogue to directives. They want to be heard and to partner with the advisor, not told what to do. Advisors who ask open ended questions and listen thoughtfully to understand personal goals and values may be more likely to win and retain women clients. 

3. Address perceived barriers

One of the biggest issues keeping women from seeking financial advice is their own attitudes toward it. One in three women view their finances as too complex to work with an advisor, one in four don’t think they have enough money and overall they feel unsure where to find trustworthy advice.

To get beyond these barriers, consider simplifying how you talk about services and who you work with. If you offer tiered or flexible service for different types of clients, for example, including that messaging could provide a signal to women that your services are accessible. You could also share success stories of case studies illustrating how you have helped clients grow wealth or reduce financial stress.

You may also want to simplify your onboarding process, clarifying value after fees and demystifying the next steps. Use plain language, visual tools and step-by-step guidance to build confidence early in the relationship. One way is to offer a 30-60-90-day plan for clients, laying out the services you offer in a transparent way.

To make it known that you are looking for more female clients, don’t be afraid to ask new clients for referrals during the onboarding process. Clients are more likely to tell their friends about you at the beginning of the relationship. As you tailor your onboarding process, make referral requests an essential step. 

4. Tailor communication

Once you have built your female client base, it helps to nurture it with regular communication. Women are more likely to want regular, proactive outreach as a way to build trust. Check-ins by phone are fine, but they want in-person meetings to discuss major decisions.

Again, women value empathy, transparency and partnership. They want to know you are aligned with their long-term goals. And when something changes — a divorce or job change, say — it’s important to listen and acknowledge what you are hearing before discussing new opportunities. Our four-box client conversations framework can help you have these discussions without missing steps that may be important to the client. 

The bottom line: Closing the gender gap can be good for business

Women represent a high-potential, loyal client segment. Advisors who adapt their approach — by emphasizing value, simplifying access and aligning with women’s aspirations — can close the gender investing gap and grow their practice in the process.

See the full report: Bridging the investment gap with financial advice