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.