We All Know Who Holds The Purse Strings
I just came across some interesting research about women and their financial advisors. Whether you are a women reading this or not or a financial advisor, female or male, you better take note of what is happening in the investment advisory world around you.
You’re Fired!
This recent research conducted by Allianz Life Insurance Company stated that within one year of a women becoming widowed, 70% of these widows fired their financial advisor. We have talked about this issue before in some of my “Women & Finance” posts. For some reason financial advisors are still missing the boat.
Let’s take a look why this may be happening. It seems many financial advisors are not contacting their women clients during this severe market downturn we all are experiencing. 21% of women clients as compared to 6% of men clients said they have not heard from their financial advisors. That’s one out of every five female clients is being ignored.
Another problem that has developed during this financial meltdown is that 14% of female clients stated that they are hearing from their financial advisor less and less. Whereas, only 4% of men had the same complaint. Does anyone see a communications problem here?
Who really controls the money?
Maybe some of us of us have been asleep for awhile but it has been my experience that women really control the money in the family. If you don’t believe that have a talk with your wife and then call your divorce attorney. All kidding aside, women do control most of the money and will continue to control most of the money because men don’t live as long or usually get sick and have to be taken care of by women. This is the way it works so get used to it.
We cannot look at women like our fathers did in the 1950s, 1960s, 1970s. Those days are gone and women are more important than ever in today’s modern financial society. Even in those bygone years my mother handled the money in my family. My father came home from the shoe factory and handed my mother an envelope with his paycheck in cash in it and she handed him his allowance. Then my mother would figure out what bills needed to be paid and when and would usually drag me along on the bus to go and pay the bills.
It is estimated that somewhere between 80% to 90% of women will be solely responsible for their finances somewhere in their lives. Yet many financial advisors are not picking up on this reality.
How many women are business owners? Or received an inheritance? Or are the breadwinners in the household? It is a different world and if you still don’t believe that women control the finances in this country than you need to look around and do some research.
More attention needs to be paid to women
Financial advisors, both male and female, need to be providing more seminars, workshops, and forums for women so they can better educate these women and develop a long term financial relationship…which is what most women want.
Surveys have shown that women, more than men, were more responsive to financial advisor’s suggestions and didn’t bailout of these suggested investments as easily as the financial advisor’s male clients.
Many of the female clients also said they were more satisfied with the results of the financial advisor’s suggestions. This to me makes for a better client to work with. Financial advisors need to start rethinking their marketing plans.
Female investors were also more risk adverse than their male counterparts. And also female investors are more apt to consult with their friends and family where men usually don’t.
So if you are a women reading this talk with your current financial advisor and express your investment concerns and tell your financial advisor what you expect out of this business relationship. If you are a financial advisor than listen, really listen to what your women clients are saying.
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