investor population. More importantly, no two investors are alike. Our own research found significant differences among women’s financial goals and attitudes toward investing, risk tolerance, financial literacy, confidence in investing skills and what they seek from a financial adviser. A more level playing field After peeling away these myths, we find an individual who seeks to make optimal investment decisions for the long-term financial well-being of herself and her family. We see the female investor as an ‘informed investor’ because of the way in which she seeks information and processes investment decisions. Advisers who appreciate the role that gender intelligence plays in relating to informed investors will be better able to partner with their female clients and help guide their decision-making process. Methodology 250 financial advisers and 1 000 individual female investors participated in State Street Global Advisors’ ‘Assessing the Landscape’ online survey. To further contextualise our findings, we conducted an omnibus survey with 946 adults, and qualitative research with 18 subject matter experts and six female investors. Brie Williams, Head of Practice Management at State Street Global Advisors 1. Daisy Maxey, ‘Where are the Female Fund Managers?’ The Wall Street Journal, 6 July 2015. 2. Boston College’s Center on Wealth and Philanthropy, 2009. 3. State Street Global Advisors’ Women and Investing Omnibus Survey, April 2015.