Women and men have different experiences, needs and priorities, but we don’t often see our industry taking these differences into account. We must keep in mind that every woman’s experience is singularly and beautifully their own. We’ve done our best to capture some commonly shared experiences and sentiments with our Own It campaign – designed with women’s unique needs in mind to help financial professionals provide tailored solutions that help ensure financial security now and in the future.

Women often face unique challenges that can significantly impact their financial security. There is no single experience that defines every woman’s life so it’s important to always ask questions and avoid assumptions. However, there are several common factors many women experience that are important to keep in mind:

A different sales process

The conventional sales process often follows a "male-centric" approach, which might not always resonate with how many women prefer to make financial decisions. To foster a more inclusive and collaborative sales experience, consider these tips:

Engage in meaningful conversations

Introduce yourself and share some of your personal interests to create a connection. Ask open-ended, clarifying questions to ensure a deep understanding of their financial needs.

Include all voices in the discussion

When working with couples, it's essential to involve both partners in the conversation and give each person the space and time to share their perspectives. Sometimes, meeting with each partner individually can provide insights into their unique financial goals and concerns.

Pay attention to non-verbal cues

Non-verbal communication plays a significant role in understanding and building trust. Maintaining eye contact, actively listening, taking notes, and remembering details about their loved ones can demonstrate your investment in their well-being, laying the foundation for future interactions.

Allow time for reflection

Many individuals appreciate having time to consider information. Providing related materials and allowing time for reflection can empower them to conduct their own research and make informed decisions.

Women often juggle multiple roles, which can influence their financial planning and preparedness for unexpected events. Our tools and resources are designed to support you in helping your clients feel confident and empowered in managing their finances.