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How are you attracting female clients?

Journalist: Carmen Reichman, FTAdviser

ended 28. February 2025

Dear advisers 

Do you have a strategy for attracting female clients? Are you even interested in the female client base as such?

Or are you of the view men and women can be served in the same way?

Please share your thoughts with FT Adviser!

I'm particularly interested in how you think advice firms can future proof in this way and to what extent you believe the female client base will play a greater role for advisers in future.

Many thanks

Carmen

carmen.reichman@ft.com

5 responses from the Newspage community

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Editor
Ben Perks
Managing Director at Orchard Financial Advisers
We don’t have a target audience, or hunt for clients via gender specific marketing. We focus on the financial challenges people face and the solutions we can provide.
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Gabriel McKeown
Political & Economics Writer at Sad Rabbit - Substack Newsletter
Women are not just an emerging client segment, they are the dominant force in wealth accumulation and are expected to control the majority of the UK’s wealth by 2030, yet many advice firms remain stubbornly anchored in outdated client practices that can be offputting and unsuitable. However, it's important to remember that engaging women in financial management is not a call for patronising, pastel-coloured marketing campaigns, or specific investment advice ‘for women’. At Sad Rabbit, we believe that it is not about segmenting investors by gender but about empowering all individuals to take charge of their financial futures. We operate on the belief that investment research and market data should not be the exclusive domain of institutional investors but should be available to all. We give individuals the same data and analysis used by professionals and let them take control of their wealth, enabling private investors of any gender to develop self-reliance in financial decision-making.
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Scott Gallacher
Director at Rowley Turton
Financial planning should be tailored to the individual, not just a demographic. That said, women often have different financial journeys—longer life expectancy, career breaks, the gender pay gap—so advisers ignoring these factors risk failing half the population

A significant proportion of our clients are bereaved individuals, and more often than not, that means widows. Many suddenly find themselves managing finances alone for the first time, often after years of deferring to their late spouse. Firms that fail to engage meaningfully with the female half of their couple clients risk losing them at this critical transition.

Future-proofing means recognising that women are increasingly controlling wealth—whether through inheritance, career success, or business ownership. The question isn’t whether advisers should focus on female clients, but whether they can afford not to.
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Philip Dragoumis
Director and Owner at Thera Wealth Management
We have many (single or widowed) female clients and they represent some of our very best clients. It's very difficult to generalise, and everybody is different- but advisers should always take care to tailor their approach to the client's personality. As a whole, female clients can be a little more risk averse ,but at the same time more methodical and careful in taking decisions than their male counterparts. However over time, as trust grows between client and adviser they become far more comfortable and willing to take advice.
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Joshua Gerstler
Chartered Financial Planner & Wealth Manager at The Orchard Practice
As a financial adviser, I recognise that while sound financial advice applies universally, women often face unique financial challenges—whether it’s career breaks, longer life expectancies, differing investment goals, or navigating the difficult transition after being widowed. Our approach focuses on providing compassionate, personalized support and creating tailored Blueprints to help clients secure their long-term financial future.

To stay relevant in the evolving financial landscape, advice firms need to recognize the increasing importance of the female client base. By offering thoughtful, empathetic guidance and clear strategies, we empower women to regain financial confidence and take control of their futures. This isn’t just about managing wealth—it’s about Growing Together through every stage of life.