MYTH
1 Investment decisions are mostly
made by men
As women’s responsibility for household
income has increased, so has their
authority over saving and investing.
Women now control around $11 trillion in
investable assets.¹ Over the next 40 years,
it’s estimated that nearly $30 trillion of
intergenerational wealth will be transferred
to female investors.²
Despite their growing financial prowess,
women are still overlooked at times by
advisers who presume they’re not involved
in investment decisions. It’s time for the
industry to catch up to female investors.
MYTH
2 Female investors lack
confidence
As they continue to expand their role as
the family’s chief investment officer, many
women are becoming more experienced
investors. The broad generalisation that
women lack confidence as investors simply
doesn’t apply. Younger women, for example,
tend to be more confident in their own
investing skills. Age and experience with
investing are just two factors that may
affect an individual’s confidence in their
own investing skills.
3
MYTH
Female investors are indecisive
When a female investor takes more time
to make an investment decision, she’s
not necessarily being indecisive. Her
comprehensive decision-making process
typically involves looking at issues from
multiple angles, considering various sources
of information and carefully weighing the
options. This is a holistic approach to a
complex, multifaceted decision. While this
may appear indecisive, especially compared
with an overconfident investor who’s more
impulsive or trades more frequently, it
simply means she’s motivated to make well-
informed decisions.
MYTH
4 Female investors prefer to
work with female advisers
Advisers should know that they don’t need
to be a woman to advise women – nine
out of 10 female investors believe gender
doesn’t matter in hiring an adviser.³ However,
female investors with a female adviser
tend to be more confident in their own