Women: Investing With A Purpose Why Women Investors May Need a Different Approach to Reach Their Goals

In 2012, Pershing issued a wake-up call to the industry by publishing Women Are Not a ‘Niche’ Market, an advisor guide that called for greater attention to the needs of women investors. Since then, financial services companies have ratcheted up their marketing efforts to reach women, and many financial advisors have made a concerted effort to reach out to women, or improve how they serve the women clients they already have.

Nearly three years have passed, and we are pleased to offer another look at how the industry is becoming more appealing to women investors. We’ve reviewed recent surveys and created our own unique poll to learn how women feel about financial advisors, their personal experiences with them, and the details of how their investment needs are being met. This paper tackles the specific concerns, goals and financial dynamics needed to further engage women investors.