By 2030, American women are expected to control a significant portion of the $30 trillion in financial assets held by baby boomers — according to McKinsey. This will be the largest wealth transfer in history, as that figure comes close to the annual GDP of the United States.
In the past five years, the number of women investors in the Brazilian stock market has grown by 85.6%, according to Forbes. In other words, our participation in the investment market is growing rapidly and is no longer just a trend — it’s a reality.
But what are these women thinking? What do they want? As part of the Glina team, a wealthtech company, I felt compelled to reflect on this. I invite you to join me in this thought exercise, shaped by three key questions:
1. What are women's financial concerns?
During my research, a stat from UBS caught my attention: 53% of women believe that their savings and retirement income won’t be enough to support them throughout their lives. In other words, they already recognize the need for a new financial plan.
Are today’s financial products addressing this concern? That leads us to the next question:
2. What are the prevailing behaviors of women investors?
The data shows that women prefer diversified portfolios and impact investments, according to recent studies.
In my view, women prioritize diversification because they understand it’s an effective strategy — especially for the long term. As for the preference for impact, I believe it’s not just about waving the ESG flag, but about using ethics as the main filter when deciding where to place their bets.
So, what can we do with this information? That brings me to the third — and final — question in this exercise:
3. How can the financial market better serve women?
Even though some concerns and behaviors are more common, I don’t believe the solution is to create “women-only” products. After all, women are not a niche. They want the best — with depth and a differentiated experience — just like any other investor would.
One interesting example is Ellevest, a U.S.-based investment platform focused on women. It looked promising, but was recently sold to a larger firm that serves a broader audience.
To me, instead of “segregating” by creating specific solutions for women, the financial market — particularly the investment sector — should focus on a few key areas:
- Results: Women are paying attention to the numbers, evaluating outcomes, and proactively preparing for future challenges.
- Transparency and ethics: Women are unlikely to go along with obscure proposals, even if they seem promising.
- Avoiding simplistic and sexist solutions: Above all, they want offerings that respect each investor’s individuality, regardless of gender.
Overall, I believe that women will push the financial market to raise the bar, delivering better products and experiences.
And what about you? What else needs to change in the financial world to adapt to this new reality on the horizon?
