What Marketers Need to Know: Insights & Recommendations for Engaging Women in Financial Services

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Financial services firms in the United States are failing to foster relationships with women, missing out on an estimated $782 billion in investable assets as a result. According to Kantar’s Winning Over Women study, there’s been a failure to recognize and respond to the growing number of female business owners and the high number of women serving in senior management roles at companies. This has resulted in American financial services firms underestimating the significant assets women control and the fact that they are the primary source of income in many households. Kantar’s study looks at the motivations of women when considering financial planning and management, reveals key insights into their needs, and offers recommendations for how to meet them.