INVESTMENT MYTH BUSTERS: THE TRUTH ABOUT WOMEN AND INVESTING What’s standing in the way of advisers who want to connect with female investors? MISPERCEPTIONS ABOUT HOW WOMEN APPROACH INVESTING make it difficult for some advisers to engage them. Perpetuating these misperceptions is also hazardous to women’s ability to grow their wealth. To better serve female investors, we must understand the real factors that underline investor behaviour. According to a study by State Street Global Advisors, ‘Assessing the Landscape: Female Investors and Financial Advisors’, misperceptions are to blame. To make real progress, we must challenge outdated assumptions and break free of stereotypes. The research uncovers seven myths about women and investing, which we unpack in this article. Although the research was conducted in the US, there are many parallels that can be drawn with other markets.