Men, Women, and Money: Why Every Client's Financial Story Is Their Own

Most wealth firms segment audiences by age, assets, and often gender. The research supports part of that. In the 2018 National Financial Capability Study, 65% of women reported financial anxiety, versus 56% of men. But a majority of men feel anxious too, and reviews find considerable overlap between groups. For firms, that makes gender a weak guide to any one prospect. This post covers what free, public research shows, where it is contested, and what it means for messaging and advisor conversations. It closes with how Knomee’s guided discovery helps firms learn what each client actually thinks.