March 5, 2015
Advisors must understand that women invest with a purpose in mind in order to effectively serve them
JERSEY CITY, N.J., - Pershing LLC, a BNY Mellon Company, today released a new report entitled, Women: Investing with a Purpose, exploring what drives women to invest and how advisors can best serve them based on those influences. While financial services firms have been ramping up their efforts to reach women investors, the report provides insight into critical gaps that still exist when it comes to what women want, what they need and what they are receiving from their financial advisors and firms with which they work.
Of the women who work with a financial advisor, 72 percent said they are very satisfied with their primary financial advisors. This finding points to room for improvement in advisors’ interactions with their women clients. Compared to men, women investors were more likely to want improvements related to their advisors' soft skills. Women tended to highlight more than men “understanding my goals,” “listening to my needs,” and “patiently answering my questions.” Women were less likely than men to suggest their advisors could improve in “picking investments that perform better” (27 percent of women compared to 36 percent of men). Interestingly, nearly half of women (47 percent) said there was nothing that their advisors should change when asked what areas their financial advisor can improve.
“While there are common threads among all investors in terms of their expectations of their financial advisors, these findings suggest that an important factor is being overlooked by advisors working with women investors, and that is the purpose behind the reasons they invest,” said Kim Dellarocca, managing director at Pershing. “This missing factor may contribute to why 35 percent of women respondents who do not use a financial advisor say they don’t trust financial advisors are working in their interests. The reality is that a woman’s desired level of understanding can be different, which requires advisors to explore concerns, goals and trade-offs with greater directness and rigor.”
Underlying many of the survey findings are unique challenges that women face later in life that stem from realities including their having longer life expectancies, lower incomes during their working years, potentially higher medical costs and a greater motivation for the beneficiaries of their investments to extend beyond themselves. Given these challenges, increased clarity of clients’ goals can influence the ideal blend of solutions that may create more confidence and better experiences for women investors.
According to the study, retirement, education, flexibility and legacy are four common goals that drive women to invest. For each of these purposes, the paper provides actionable ideas for advisors to help guide women clients to the best investment approach, including:
To obtain a copy of Pershing’s whitepaper Women: Investing with a Purpose, please visit http://www.pershing.com/womeninvestors.
i Spectrem Group. Future Financial Considerations of High Income Women. [Online] 2014. http://spectrem.com/Content_Press/press-release-january-13-2015.aspx.
ii Barclay’s Wealth, “Tomorrow’s Philanthropist,” 2009.
Pershing and its affiliates provide global financial business solutions to advisors, asset managers, broker-dealers, family offices, registered investment advisor firms and wealth managers. A financial services firm located in 23 offices worldwide, Pershing provides business-to-business solutions to clients representing 6 million active investor accounts on the U.S. platform. Pershing affiliates are members of every major U.S. securities exchange, and its international affiliates are members of the Deutsche Börse, Australian Stock Exchange, Irish Stock Exchange, London Stock Exchange and Toronto Stock Exchange. Pershing LLC (member FINRA/NYSE/SIPC) is a BNY Mellon company. Additional information is available on pershing.com, or follow us on Twitter @Pershing.
About BNY Mellon
BNY Mellon is a global investments company dedicated to helping its clients manage and service their financial assets throughout the investment lifecycle. Whether providing financial services for institutions, corporations or individual investors, BNY Mellon delivers informed investment management and investment services in 35 countries and more than 100 markets. As of June 30, 2016, BNY Mellon had $29.5 trillion in assets under custody and/or administration, and $1.7 trillion in assets under management. BNY Mellon can act as a single point of contact for clients looking to create, trade, hold, manage, service, distribute or restructure investments. BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation (NYSE: BK). Additional information is available on www.bnymellon.com. Follow us on Twitter @BNYMellon or visit our newsroom at www.bnymellon.com/newsroom for the latest company news.