Understanding Women’s Financial Needs: A Call for Empathy and Collaboration

Finances are deeply personal, and for women, financial conversations should feel just as personal. Women deserve to be heard, respected, and valued—not just as clients, but as individuals with unique goals, dreams, and challenges. Too often, these conversations can feel one-sided, leaving women feeling unheard or unsure about their role in the process. But it doesn’t have to be that way.

The truth is, women bring so much wisdom and insight to financial planning. Studies have shown that women often outperform men in investing because they take a thoughtful, long-term approach focused on growth and security. That’s not being cautious—it’s being intentional. Women are deeply aware of what’s at stake, and they approach financial decisions with care and purpose. For advisors, this is an opportunity to embrace and honor those strengths.

But supporting women goes beyond the numbers. A Merrill Lynch report revealed that 70% of women prefer to make financial decisions collaboratively. They want to feel included, respected, and involved in the process. This isn’t about handing over a plan and walking away—it’s about building a partnership. It’s about creating a space where women can ask questions without judgment and feel empowered to make decisions that truly reflect what matters most to them.

Yet, it’s important to acknowledge that not every woman feels confident in financial conversations. Many women have told me they don’t feel "good with money" or worry they’re not knowledgeable enough to take the lead. But here’s the thing: that’s not about their ability—it’s about the way society has shaped these conversations. For generations, financial discussions have often excluded women or dismissed their voices. It’s time for us to rewrite that story.

Advisors have a chance to meet women where they are, to see the whole picture of their lives. Women often carry the weight of keeping daily life running smoothly—balancing budgets, managing schedules, and caring for loved ones. It’s no wonder that thinking about long-term financial goals can feel overwhelming when so much energy is focused on the here and now. By acknowledging this, we can gently guide women toward seeing how today’s choices connect to tomorrow’s dreams.

And those dreams are worth every bit of attention. Women’s influence in the financial world is growing, with projections showing they’ll control the majority of U.S. household wealth by 2030 (Source: McKinsey & Company, Women as the Next Wave of Growth in U.S. Wealth Management). This is a moment of empowerment—a chance for women to take ownership of their financial futures in ways that reflect their values and priorities. Advisors who listen deeply, offer compassionate guidance, and build trust will not only help women achieve financial security—they’ll help them embrace their worth and feel confident in their ability to lead.

Financial planning for women isn’t about fitting them into a mold. It’s about creating a plan as unique as their story, a plan that honors what matters most to them. Whether it’s their family, their career, or their legacy, these priorities deserve to take center stage. When we bring empathy and heart into these conversations, we’re not just helping women with their finances—we’re helping them build the lives they’ve always envisioned.