Why Women-Controlled Wealth Is a Strategic Growth Opportunity for Financial Advisors

The global financial landscape is undergoing a seismic shift as women emerge as a dominant force in wealth management. By 2030, women in the United States alone are projected to control $30 trillion in financial assets, while globally, their wealth is expected to grow to $60 trillion, representing 34% of total assets under management according to McKinsey. This surge is driven by factors such as increased workforce participation, educational attainment, and demographic shifts like inheritance patterns and longer life expectancy. Yet, despite this growing influence, a significant advisory gap persists: only 45% of affluent women in the U.S. and 50% in Europe work with financial advisors, according to McKinsey. For financial advisors, this represents a $10 trillion opportunity-and a moral imperative-to close the gap through empathy, education, and inclusion.

The Advisory Gap: A $10 Trillion Opportunity

Women's financial decision-making power is expanding rapidly. As of 2024–2025, 49% of women consider themselves the chief financial officer of their households, up from 41% in 2021. This shift reflects broader societal changes, including legal reforms that enabled women to open bank accounts and access credit-a stark contrast to the restrictions of the 1970s. However, systemic barriers persist. Only 64% of women feel financially secure in 2024, down from 72% in 2021, and challenges like the gender pay gap, caregiving responsibilities, and lower stock market participation hinder long-term stability.

The advisory gap is stark: 53% of women's assets remain unmanaged, compared to just 30% for men. This discrepancy is not merely a missed business opportunity but a reflection of deeper issues in how financial services are structured. Women prioritize long-term planning, budgeting, and philanthropy, yet many advisors fail to address these priorities. For instance, 76% of European women seek investment advice at least once a year, but only half engage with advisors. Bridging this gap requires rethinking traditional advisory models.

Closing the Gap: Empathy as a Strategic Tool

Empathy is not just a buzzword-it is a critical differentiator in engaging women clients. According to a 2025 report by Capital Group, women are nearly 40% more likely to start investing after age 35 than men, often due to a lack of confidence or perceived complexity. Advisors must listen more and dominate conversations less, creating safe spaces for clients to express their goals and concerns. This approach includes avoiding financial jargon and framing advice around aspirations like "financial freedom" rather than life events such as marriage or family growth.

McKinsey's 2025 analysis underscores that women prefer personalized, in-person advice and adopt a more cautious, long-term approach to investing according to McKinsey. For example, 64% of women factor in environmental, social, and governance (ESG) considerations when making investment decisions, according to Forbes, compared to 40–50% of men. Advisors who integrate ESG strategies and transparent pricing into their offerings align more closely with women's values, fostering trust and loyalty.

Education: Empowering Women to Take the Driver's Seat

Financial education is another cornerstone of closing the advisory gap. Women often start with simple investment vehicles like target-date funds or certificates of deposit according to financial planning sources and gradually move to more diversified options. Advisors must explain financial concepts in plain language, empowering clients to make informed decisions rather than relying on advisors as gatekeepers. This approach builds confidence and deepens trust, particularly for women who may feel intimidated by complex financial products.

Early engagement is equally critical. Women typically begin working with advisors later in life than men, often during major life events such as marriage, divorce, or widowhood. By initiating conversations earlier-through workshops, digital tools, or community outreach-advisors can establish long-term relationships and address unique challenges, such as the risk of outliving assets due to longer lifespans according to McKinsey.

Inclusion: Building Diverse Teams and Tailored Strategies

Inclusive strategies are not optional-they are essential. A survey of 345 financial advisors revealed that 85% believe having more female advisors would empower women clients. Female advisors are attuned to priorities such as generational wealth transfer, long-term care planning, and financial education for children according to the same survey. Diverse teams also foster genuine connections, as clients are more likely to trust advisors who reflect their experiences and values.

Financial institutions must go beyond tokenism by embedding inclusivity into their operational DNA. This includes training advisors to recognize and address gender-specific challenges, such as higher healthcare costs and the gender pay gap. For example, firms that offer specialized services for women-such as estate planning for single mothers or retirement strategies for caregivers-can differentiate themselves in a competitive market.

The Path Forward: A Win-Win for Advisors and Clients

The rise of women-controlled wealth is not a passing trend but a structural shift with profound implications for the financial services industry. By adopting empathetic communication, prioritizing education, and embracing inclusive practices, advisors can unlock a $10 trillion opportunity while empowering women to achieve their financial goals. As McKinsey notes, firms that fail to adapt risk missing out on a significant portion of this growing market.

For women, the benefits are equally transformative. Access to tailored advice can bridge confidence gaps, enhance financial literacy, and ensure that their unique priorities-whether in philanthropy, ESG investing, or intergenerational planning-are met. In this evolving landscape, empathy, education, and inclusion are not just strategies-they are the keys to building a more equitable and prosperous future.