Baby Boomer Women: The New Financial Powerhouses

As the baby boomer generation ages, a significant shift is occurring in the world of wealth management. Women, particularly those from the baby boomer generation, are now taking the reins as the primary financial decision-makers, reshaping the investment landscape and philanthropic landscape in the process. According to The Wall Street Journal, "With baby boomers aging and the gender gap in lifespans growing, more women have the final word on how the family nest egg gets parceled out" (Adedoyin & Hamilton, 2025).

This newfound financial power is not going unnoticed. Women are expected to control $34 trillion, or roughly 38%, of investable assets by 2030, up from $7.3 trillion, or 29%, in 2020 (McKinsey & Co., 2025). As women live longer and outlive their husbands, they are becoming the primary financial decision-makers, handling money differently than their husbands and investing with an eye toward longevity and protecting capital.

Baby boomer women tend to invest with a focus on stable assets and bonds with long-duration yields, favoring a more conservative approach to investing (WSJ, 2025). They are also more likely to consider the impact of their investments on society and the environment, favoring socially responsible investments (SRI) and environmental, social, and governance (ESG) factors (Morgan Stanley, 2019). This focus on long-term planning and socially responsible investing is a departure from the more aggressive investment strategies often employed by their male counterparts.



As baby boomer women take control of their financial futures, they are also redefining the role of financial advisors. Women value transparency and collaboration in financial planning, preferring to work with advisors who can explain investment strategies and align them with their values and goals (Dynasty Financial Partners, 2025). They also tend to be more risk-averse, favoring investments that protect capital and provide steady income streams.

To better serve this growing segment of clients, financial advisors should focus on understanding the unique needs and preferences of baby boomer women. This includes providing clear and transparent communication, offering personalized and empathetic advice, and encouraging financial education and empowerment. By doing so, advisors can help baby boomer women achieve their financial goals and secure their financial futures.

In conclusion, the rise of baby boomer women as the primary financial decision-makers is a significant trend that will have far-reaching implications for the wealth management and philanthropic industries. As women take control of their financial futures, they are reshaping the investment landscape and redefining the role of financial advisors. By understanding and addressing the unique needs and preferences of baby boomer women, financial advisors can help this growing segment of clients achieve their financial goals and create a lasting legacy for future generations.