What Women Really Look for in a Financial Adviser

As women are set to hold nearly 60% of UK wealth by the end of 2025, new research from Unbiased reveals that the factors most influencing their choice of financial adviser aren’t gender—but clarity in communication, adviser credentials, and above all, trust. For financial planners seeking to grow and differentiate their practices, these findings present significant opportunities for strategic positioning.

The Research Findings: What Women Really Want

The study reveals three key priorities for female advice seekers:

• 70% place clear communication at the top of their requirements (compared to 61% of men)
• 51% specifically look for adviser credentials (versus 42% of men)
• 76% cite trust as the most important value when choosing a financial adviser

Perhaps most significantly, 91% of women say they ‘don’t mind’ about adviser gender, challenging previous industry assumptions about gender preferences in financial advice.

Strategic Marketing Opportunities

Clear Communication as a Competitive Advantage

The research demonstrates that jargon-free communication is particularly valued by women. This presents an opportunity for practices to differentiate themselves through:

• Plain-English website content and client materials
• Educational resources that build confidence rather than intimidate
• Client communication training for advisers and support staff
• Clear definitions of complex financial terms throughout all touchpoints

Showcasing Credentials and Qualifications

With over half of women specifically seeking strong qualifications, visibility of credentials becomes crucial. Consider making professional certifications, memberships, and experience prominent across:

• Website headers and adviser profiles
• Email signatures and LinkedIn profiles
• Client-facing materials and presentations
• Personal branding initiatives

Building Trust Through Transparency

Trust remains the paramount concern for 76% of all clients. This can be strengthened through:

• Client testimonials and case studies (where appropriate)
• Clear explanations of processes and fees
• Regular communication and updates
• Advocacy and testimonials management programmes

Content Marketing Strategies

Educational Content Creation

With women often seeking financial advice for the first time, particularly following life changes or inheritance, there’s significant opportunity for content creation that:

• Addresses common financial concerns in accessible language
• Provides step-by-step guides for financial planning processes
• Demonstrates expertise without overwhelming with technical detail
• Builds confidence in financial decision-making

Thought Leadership Development

The research suggests that clear, credible communication resonates strongly with this demographic. Thought leadership and PR initiatives can position your practice as authoritative yet accessible, particularly through:

• Articles addressing common financial misconceptions
• Commentary on market developments in plain English
• Educational webinars and workshops
• Collaborative content with other professional services

Strengthening Professional Networks

The findings have implications for referral relationships with solicitors and accountants. These professionals often serve as initial points of contact for women seeking financial advice, particularly around inheritance or life changes. Strengthening these relationships through:

• Clear demonstration of your communication style and approach
• Highlighting relevant credentials and experience
• Professional networking strategies that emphasise your client-focused approach
• Collaborative educational content creation

Digital Marketing Implications

Website Optimisation

Your digital presence becomes crucial in demonstrating both credentials and communication style. Consider:

• Prominent display of qualifications and professional memberships
• Clear, jargon-free explanations of services
• Client testimonials emphasising trust and clarity
• Web design and optimisation focused on accessibility and clarity

Social Media Strategy

Social media platforms provide opportunities to demonstrate your communication style and build trust through:

• Regular educational content in accessible formats
• Behind-the-scenes content showing your expertise
• Client success stories (with appropriate permissions)
• Engagement with relevant financial literacy conversations

Measuring Success

To ensure your marketing efforts effectively reach and resonate with this demographic, consider implementing:

• Analytics and reporting to track engagement with educational content
• Client feedback mechanisms to assess communication effectiveness
• Referral tracking to monitor professional network development
• Regular review of credential visibility across all platforms

Key Takeaways for Financial Advisers

The research challenges long-held assumptions about gender preferences in financial advice while highlighting clear opportunities for differentiation. Success in reaching this growing demographic depends not on matching adviser gender, but on demonstrating competence through clear communication and visible credentials.

For practices looking to capitalise on the significant wealth transfer to women, the focus should be on making expertise accessible, building trust through transparency, and ensuring credentials are prominently displayed across all marketing channels.

The firms that successfully adapt their marketing strategies to emphasise clarity, credentials, and trust-building will be best positioned to serve this demographic effectively while building sustainable competitive advantages in an evolving marketplace.

For more insights on marketing strategies for financial advisers, explore our comprehensive services portfolio or contact our team to discuss how we can help you implement these strategies effectively.