Women seeking financial advice are far more likely to prioritise strong communication and qualifications over gender of adviser, new research by Unbiased has revealed.
The findings show that 70% of women prioritise clear communication, while 51% seek strong qualifications from an adviser. This compares to 61% and 42% of men respectively.
At the same time, nine in 10 (91%) of women say they ‘don’t mind’ about adviser gender, with just 8% preferring a female adviser and 1% preferring a male. Unbiased said the findings challenge previous research suggesting many women would prefer to work with a female adviser.
However, for both men and women, the most important value when seeking a financial adviser is trust (76%).
With women set to own 60% of UK wealth by the end of 2025, Unbiased is calling for the advice industry to highlight their qualifications and prioritise clear communication to help more women seek advice.
Karen Barrett, founder of Unbiased, said: “With the Great Wealth Transfer gaining momentum, many women are coming to financial advice for the first time, often on their own.
“Seeking advice about your money can be daunting. But it’s essential if women are to get the help they need to navigate their financial circumstances, understand the risks and opportunities, and achieve their long-term goals.
“That’s why clarity in communication and visibility around qualifications really matter. Advisers must ensure these priorities are front and centre if they want to build trust and better engage the next generation of female clients.”
Main image: adam-winger-Xt4g9VbMljE
