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: