Dear Financial Advisors: If You're Serious About Helping Women (Under 45) Build Wealth, Here's the Real Playbook

This week I would like to focus on MilZ women. No, this is not solely because I am a woman. I chose women because we are driving the global economy. 

Let’s cut to the chase: Women are out here doing the work. We are building businesses. We control the purse strings in most households. We are investing. But when it comes to wealth management? Most of us still feel like we are stuck translating from a language that wasn’t written for us.

Research shows that, despite actively engaging in financial activities and seeking education, women often encounter barriers in the wealth management industry that make the experience feel unaccommodating and misaligned with their perspectives.

Women often feel ignored by financial advisors who make little effort to understand their unique financial needs and goals, this Forbes study found. Furthermore, a 2023 report by New York Life Investments indicated that nearly half of the women surveyed believed they faced inequalities in investing, with many expressing a preference for female advisors who are perceived as more attuned to their needs.

I’ve seen it up close. Jump to this week’s Deep Dive for exclusive insights from Wellthi user surveys you can apply today to win over the most important demographic for the future.

ICYMI

DEEP DIVE

Dear Financial Advisors: If You're Serious About Helping Women (Under 45) Build Wealth, Here's the Real Playbook

1. Women aren’t confused—they’re overwhelmed.

Victoria’s not lost. She’s navigating. But she’s wading through a sea of conflicting advice, content overload, and platforms that throw information at her without helping her connect the dots - all while managing her career, family and finances.

She told us, “Even after hours of research, watching content on YouTube, reading and talking, I continue to feel unsure.”

So what does she do? She double-checks everything. Cross-references YouTube videos, blogs, Reddit threads, even reviews on who to follow and friends - who are oftentimes just as confused as she is. It’s exhausting and paralyzing.

2. She’s ready to learn—but not from just anyone.

The social learning aspect of Wellthi—focused financial groups led by certified  financial advisors—got a big thumbs up. Women liked the idea of joining topic-based groups where they could read, ask questions, attend webinars, and connect with people on similar journeys.Studies have shown that peer interactions significantly impact women’s financial behaviors. For instance, research published in the International Journal of Social Science Research and Review found that peer influence has a substantial positive effect on women’s financial behavior, with financial attitudes mediating approximately 14% of this relationship.

There are numerous real world examples of women creating peer groups that are demonstrated to improve financial decision-making.

Ellevest’s Money Circles

Region: U.S.
How it works: Women meet in small groups (in-person or virtual) to discuss financial goals, budgeting, and investing.
Why It Works: The structure builds confidence and helps women stay accountable in a supportive, non-judgmental way.
Impact: Participants report increased savings, reduced financial anxiety, and higher follow-through on goals.

Hey, Girl! Run That Money

Region: U.S.
How it works: Over 1 million women in the “Dream Catchers” Facebook group share debt payoff stories, budgeting wins, and hold each other accountable through challenges.
Why It Works: The large, vibrant online community offers daily encouragement, relatable stories, and peer-led financial challenges that keep members inspired and on track.
Impact: Many members report paying off thousands in debt or hitting savings milestones through community motivation.

These findings collectively underscore the value of social learning frameworks in financial education for women. But here’s the catch: the group has to work. It has to be alive. It has to stay relevant, genuine, and high quality. If it’s salesy, chaotic, or off-topic? She’s out.

And while Victoria isn’t shy, she’s not here to share all her business either. She wants to learn, maybe ask a question, maybe react to a post. But she’s picky—and safety matters. Victoria wants a safe space to talk about her finances with other women and women advisors that look and feel like her.

3. She wants advisors—but she’s not trying to get hustled.

One of the most exciting features for women across both studies? The ability to connect with a real financial advisor inside the app.

They loved the idea of matching with someone based on their goals. They wanted to see credentials, follow, ask friends, and see if there’s a connection and trust that they weren’t getting a sales pitch.

One participant said it best: “It’s like finding a doctor—you don’t know where to start. But if I could just answer a few questions and get matched with someone credible, I’d definitely use it.”

4. Gamification? Cute. But she’s not 12.

Look, we love a good badge. But when it comes to financial goals, most women we spoke with weren’t hyped about leaderboards or trophies.

Some women were open to rewards within close relationships (like a shared goal with a partner or BFF), but most didn’t want to “compete” over money - unlike the male counterparts we surveyed. Instead, they said if the app helped them succeed in their goals, they’d stay engaged. If it didn’t, no amount of virtual trophies would keep them coming back

5. Goals? Great. But make them dynamic, not decorative.

Wellthi’s “My Goals” feature sparked interest—but also a LOT of expectations. Women said it could be a game-changer if it actually helped them:

• Set realistic goals based on their financial situation

• Break them down into actionable steps

• Track their progress visually

• Stay engaged over time (yes, even over years)

• Integrate their accounts so they can see the full picture

The International Finance Corporation (IFC) emphasizes the importance of understanding women’s financial preferences to develop value propositions that resonate with them, suggesting that features like goal-sharing should be carefully tailored to meet their needs. 

But if it’s just another “write your goal in a box” situation? Hard pass.

6. She’s not here for fluff—she wants receipts.

Women in our studies said they want to see success stories, proof of results, and data that backs up the advice they’re getting. They’re self-driven, but cautious. They’re not anti-risk—they’re anti-BS.

They want:

• Trusted experts from both men and women

• Verified content

• Clear credentials

• Real outcomes

And if you’ve got influencers? Great. But make sure they’re bringing value, not just entertainment.

7. She trusts your bank—until she doesn’t.

Partnering with a reputable brand like Citizens helps. Women told us that association makes them feel safer. But it also raises expectations. They assume you’re vetting the advisors. That the content is legit. That the advice isn’t secretly pushing your products. All male financial advisory teams were not received well. 

If that trust gets broken, it’s a wrap.

8. One app to rule them all? Yes, please.

Victoria is tired of jumping between budgeting apps, investment platforms, spreadsheets, and TikTok finance bros. She wants one app where she can:

• Learn what matters

• Connect with experts

• Set and track goals

• See her money in one place

• Feel like she’s making progress

Research indicates that women prefer comprehensive financial applications that integrate multiple functionalities, reducing the need to switch between various platforms. 

• A study by Simon-Kucher & Partners revealed that 89% of women desire strategic, holistic financial advice, emphasizing the importance of comprehensive financial solutions.

• Research from New York Life Investments found that women place significant importance on digital capabilities and research tools, indicating a preference for platforms that offer integrated financial management features

• A study reported by Marketing Dive noted a 41% increase in female engagement with financial apps, demonstrating a strong motivation among women to manage their finances via mobile devices, suggesting a demand for user-friendly, all-in-one finƒancial applications. 

These findings collectively suggest that women are seeking integrated financial platforms that provide a centralized, supportive, and efficient approach to managing their financial lives.

Final Word: Women aren’t a niche. They’re the movement.

Meet the Future of Finance!

Wellthi Technologies—backed by Mastercard & Northwestern Mutual Future Ventures—offers a turnkey Virtual Advisor Technology app tailored for lowering branch costs, driving low-cost deposits, and maximizing billion dollar opportunities with under 45 consumers. Engage Millennials & Gen Z with social finance features that drive loyalty and deposits. Our platform transforms banking into a community experience with goal sharing, crowdfunding, and peer support—helping credit unions stay relevant, digital-first, and growth-ready. Seamlessly onboard new members, boost engagement, and unlock new revenue streams—all without costly tech investments.

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